In commemoration of Department of Tourism (DOT) golden year, President Ferdinand Marcos Jr., COMPANIONS Secretary Christina Garcia Jar and other officials, led the significant unveiling of the enhanced tourism campaign in the Philippines, “Love the Philippines.” This unveiling happened as a highlight of the DOT’s 50th founding year at the iconic Manila Hotel on Tuesday, June 27.
With great pride, Secretary Frasco presented “Love the Philippines” to an esteemed audience consisting of former DOT chiefs, officials, employees from the Department’s central and regional offices, heads of government agencies, cabinet secretaries, members of the House of Representatives, tourism stakeholders, and media representatives. He described the enhanced campaign as a timely initiative to coincide with the DOT’s golden anniversary.
“As we end the last fifty years of the DOT and begin this new era of tourism for the Philippines, it is only fitting that we take advantage of this opportunity to re-introduce the Philippines to the world,” said Secretary Frasco.
“Love the Philippines” resonates deeply with every Filipino, embodying our unique grace and hospitality with which we welcome visitors to our shores, communities, and homes. It recognizes our natural wonders, rich history, diverse culture, etc.,” he said, stressing that the country’s appeal goes beyond the “fun and adventure” it is often associated with.
“The Philippines is a mega-biodiversity powerhouse, one of the 18 mega-biodiverse countries in the world. It is a repository of culture and history, a center of flavors and gastronomy, a tapestry of indigenous peoples and creative communities whose skills preserve the dignity and integrity of being Filipino. This is who we are. These intricacies and nuances of the Philippines have not been fully demonstrated to the world. The Filipino story, indeed, must be fully told, and we will tell that story through love. Love the Philippines,” Secretary Frasco expressed enthusiastically.
PBBM’s Wholehearted Support
In praise of this important activity for tourism in the Philippines, President Ferdinand “Bongbong” Marcos Jr. heartily expressed his support for “Love the Philippines.” He stated that the enhanced tourism campaign “comes from the true love that you, me, and all of us have for the Philippines.”
“What better way to express that love than by directly including it in the latest slogan of our country’s tourism campaign, Love the Philippines. This new branding, unveiled today, will serve as our guidepost for the Philippine tourism industry going forward. Allow me to express my sincere gratitude to Secretary of tourism Christina Garcia Jar and the DOT team because, aside from promoting the country’s tourist destinations, the campaign you conceptualized aims to improve the overall travel experience. This includes promoting regional products, developing infrastructure for smooth travel, supporting environmental initiatives, and more,” the President enthused.
Adjusting to the post-pandemic tourism landscape and changing trends
In light of the changing global tourism landscape after the pandemic and the growing demand from travelers for more immersive experiences, the Department of Tourism (DOT) has recognized the need for a developed branding approach as a timely response to industry needs.
A recent survey conducted by United Nations World Travel Organization (UNWTO) It has been revealed that strategies for market transformation and rebranding are among the priorities identified by member countries in the post-pandemic period, as highlighted in the Survey Findings of Member Priorities for the UNWTO work program 2024 -2025.
With the implementation of an enhanced tourism campaign, the DOT aims to showcase the many reasons to “Love the Philippines” as it works to fulfill the vision of President Marcos Jr. for the country to become a tourism powerhouse in Asia.
“In order to compete with our neighboring countries and create partnerships with them, making Asia a tourism powerhouse around the world, it is important that we enhance the value of the Philippines by promoting the many offerings that we possess, ” Secretary Frasco emphasized.
“We have many tourism destinations with many features that present golden opportunities, and until now, we have only scratched the surface. It is time for us to expose the Philippines in its full glory,” he added.
The DOT is committed to leveraging the enhanced brand to unlock the tourism potential of the Philippines and position it as a must-visit destination, enticing travelers with a variety of attractions and enriching experiences. By embracing this new branding approach, the Philippines seeks to strengthen its position as a leading tourism destination in Asia and beyond.
Rosy prospects for tourism in the Philippines
Secretary Frasco acknowledged that the world has noticed the Philippines’ many attractions, saying, “There is so much to love about the Philippines.”
This is confirmed by the country’s tourism figures, with 2,641,993 visitors recorded from January 1 to June 26, 2023, which is about to exceed the 2.65 million arrivals achieved in 2022.
The tourism sector continues to be a significant contributor to the country’s gross domestic product (GDP). The 2022 Philippine Tourism Satellite Accounts (PTSA) reported that Tourism Direct Gross Value Added (TDGVA) accounted for 6.2 percent of the Philippine economy, amounting to PHP 1.38 trillion in 2022.
In addition, tourism-related businesses are instrumental in creating employment opportunities. Last year, an estimated 5.35 million jobs were provided in the tourism sector.
Secretary Frasco rallied support for the vision of the Department of Tourism under the Marcos administration, emphasizing the importance of showing the best that the Philippines has to offer to the world. He urged fellow Filipinos to develop a deep sense of pride and love for the Philippines as the country enters a golden era for tourism. This collective enthusiasm and enthusiasm will drive the continued recovery and strong rise of the Philippines to the rest of the world.