DOT unveils new tourism slogan ‘Love the Philippines’

MANILA, Philippines – The country officially bid goodbye to the longtime tourism slogan, “It’s More Fun in the Philippines.”

DOT unveils new tourism slogan “Love the Philippines”

On the celebration of the golden year of the Department of Tourism (DOT), President Ferdinand Marcos, Jr., together with Secretary Christina Garcia Frasco and other officials, led the unveiling of the country’s ‘enhanced’ tourism campaign “Love the Philippines” as the highlight of the Department’s 50th founding year celebration at the iconic Manila Hotel, on Tuesday, June 27.

DOT retired the popular slogan that replaced “Wow Philippines” after 11 years. “It’s More Fun in the Philippines” was launched in 2012.

DOT Secretary Frasco described the new campaign as a “timely, necessary, and innovative brand enhancement aimed at uniting Filipinos in promoting and showcasing the extraordinary beauty, cultural treasures, and other tourism offerings of the country.”

"Love the Philippines" is the new tourism slogan of the country, unveiled on June 27, 2023.
“Love the Philippines” is the new tourism slogan of the country, unveiled on June 27, 2023.

Frasco also cited that the enhancement was borne out of intention to highlight the country’s immense wealth of heritage, cultural and natural assets, and the necessity to evolve and innovate considering the changes the COVID-19 pandemic has brought to the travel and tourism industry as a whole.

President Marcos thanked Frasco and the DOT team for the latest campaign they have come up with to give travelers a great experience when they visit the different parts of the country.

PBBM also called on all Filipinos to be the country’s “tourism ambassadors” and “top influencers,” saying that the greatest asset of Filipinos is their “genuine warmth” and hospitality.

“I enjoin you all to be our country’s promoters, advocates, and if I may borrow a coined term in this age of social media— be our country’s ‘top influencers’,” the President said.

PBBM also affirmed the administration’s commitment to advancing the country’s tourism industry, which he described as a potential economic pillar as envisioned by his late father, President Ferdinand E. Marcos Sr.

In 1973, the elder Marcos created a new cabinet-level DOT by splitting the Department of Trade and Tourism into two separate departments.

— The Summit Express