The Department of Tourism has unveiled a new slogan "Love The Philippines" to promote the country.
Speaking about the new slogan, which will replace 2012's "It's More Fun in the Philippines," DOT Secretary Christina Frasco explained that it aims to remind Filipinos of the many things that make the country beautiful.
"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, (and) values of being a Filipino," she said at the 50th-anniversary celebration of Philippine tourism on Tuesday, June 27.
"'Love the Philippines' is a recognition of our natural assets, our long and storied history, our rich culture and diversity," she added.
But why highlight the word "love?" According to Marie Adriano of DOT's marketing firm DDB Group Philippines, love has been the positive theme travelers associate with the country and is "frequently mentioned in high volume globally."
"While fun remains a positive theme and certainly part of the Pinoy DNA, there’s less volume of mentions," she said.
The new slogan was met with mixed reactions from netizens, with some noting that the previous one has been the country's invitation to travelers for over a decade now.
"When a slogan is catchy, vibrant, and FUN. YOU KEEP IT. It’s More Fun in The Philippines > Love the Philippines," one user on Twitter wrote.
"'Love, the Philippines' would have been great. 'Love the Philippines' just sounds needy," another one said.
Others, meanwhile, were quick to embrace the change and were delighted about the message of the new campaign.
"Just reading or hearing this slogan makes me feel a sense of warmth and inclusivity. It's a beautiful message that reaches out to everyone, both Filipinos and non-Filipinos alike," a Twitter user wrote.
Another one posted: "LOVE THE PHILIPPINES is simple, straightforward and an imperative. With all our many natural and man-made qualities, this message aptly encompasses all that the Philippines was, is and will be. It transcends our ethnic diversity and cultural paradigms."
President Ferdinand "Bongbong" Marcos Jr., who was present at the event, said that aside from the new slogan, the DOT also plans to boost tourism for the country by promoting regional products, building more infrastructures for seamless and ease of travel, and championing green movements, among others.
These will be explored more in the National Tourism Development Plan for 2023 to 2028, which was approved last March.
According to the DOT, 2,641,993 travelers visited the Philippines from Jan. 1 to June 26 this year. Marcos Jr. regarded this as "encouraging signs" that the tourism industry headed well toward a "full recovery" following the COVID-19 pandemic.
Previous slogans of the country include "WOW Philippines," "Pilipinas Kay Ganda," and "More Fun Awaits," to name a few.