The recent efforts of the Department of Tourism or DoT clearly reflect the agency’s commitment to pushing the recovery of the industry. Through numerous travel fairs aimed at reawakening the wanderlust within the citizenry, people are again being enticed to travel and temporarily escape the humdrum of life, especially after the health and safety protocols were eased.
Among the DoT’s newest initiatives is the launch of its new slogan, “Love the Philippines,” as part of the department’s 50th-anniversary celebration.
“The campaign Love the Philippines is not a mere branding campaign, but rather a call to action to every Filipino citizen to remember the beauty of our country, to honor our past, and to look forward to the future armed with the virtues, values of being a Filipino,” Tourism Secretary Christina Frasco said during the launch.
The decision to finally retire the 11-year-old “It’s More Fun in the Philippines” slogan seemed to have sprung from the idea that the Philippines has so much more to offer beyond fun. Tourists, be they local or foreign, are in for an amazing culinary experience with the mouth-watering food found all over the country. Apart from this, we also have a very vibrant culture and rich history that are definitely worth sharing.
Sparking significant buzz, the new slogan instantly became a trending topic on social media and other platforms after its unveiling. The volume of diverse reactions, opinions, and engagements regarding the new slogan demonstrated the citizenry’s passion for or against it.
While some were very welcoming of the new slogan and have their sights set on using it as an official hashtag in their upcoming domestic travels, others didn’t find it catchy and enthusiastic enough, viewing it more as a command, written in the imperative form, rather than a call to action.
Public Relations Society of the Philippines or PRSP president Harold Geronimo is one of the more neutral voices amid the hubbub. Sharing his insight as a PR practitioner, although the advertising slogan has a commanding tone at face value, he said it can be used for storytelling and sharing experiences that lead to expressing one’s affection for the country. Through the new slogan, one can create an impactful narrative that encapsulates reasons why we should love the Philippines.
On the other hand, renowned Filipino broadcast journalist Howie Severino pointed out how the addition of a simple comma can transform the slogan into a declaration of love from the Philippines to the rest of the world. “Love, the Philippines” – there is a noticeable shift in perspective that mirrors hospitality, a cultural trait that the country is globally known and admired for.
While the new slogan has been the center of everyone’s attention, we should all be reminded that the true recovery and success of the tourism industry lies heavily in the presence of tangible solutions.
The government should maintain its focus on improving the infrastructure, operating an effective and reliable transportation system, and maintaining efficient airport operations. Once these are achieved, we can expect that local and foreign tourists alike will have a pleasant experience exploring and, perhaps, falling in love with the Philippines.
Lest we forget, tourism was among the industries that hit rock bottom during the pandemic. It is therefore imperative that the government’s advertising efforts and infrastructure investments are aligned so the DoT can successfully attain a version of the Philippines that will not only truly captivate tourists, but also leave a lasting impression on the world.
Like a phoenix emerging from ashes, the Philippines’ tourism industry aims to once again ascend to great heights with its new slogan as its wings — serving as a powerful invitation for tourists to experience the Philippines and cultivate a personal connection that will keep them coming back.