DOT says the new brand comes as a well-timed response to the tourism industry’s demands
Philippines‘ Department of Tourism (DOT) is set to mark its ‘Golden Year’ celebrations with the launch of a new tourism campaign, Love the Philippines. According to a press statement by DOT, President Ferdinand ‘Bongbong’ Romualdez Marcos Junior, along with Secretary Christina Garcia Frasco recently unveiled the tourism campaign to mark the department’s 50th foundation year.
The statement says that the campaign’s focus is to work towards the objective of the President’s vision for the country to become a ‘tourism powerhouse in the Asian continent’.
Addressing the event, President Ferdinand said that the campaign “springs from the genuine love that you, me, and all of us have for the Philippines.”
“If we are to compete with our neighbours and partner with them to become a tourism powerhouse, the time has come for us to show the world how much the Philippines has to offer. We have only scratched the surface thus far,” said Frasco.
“The new branding will serve as a guidepost for the Philippines tourism industry. Besides promoting the Philippines Tourism, the campaign aims to enhance the overall experience of travel, building infrastructure for ease of travel, promoting regional products, and championing green movements, among others,” said the President.
DOT says the new brand comes as a well-timed response to the tourism industry’s demands in view of the current changing global tourism landscape post-Covid.
The statement adds that in a recent survey conducted by UNWTO, market repositioning and rebranding strategies have been identified as the post-Covid priorities, based on the survey findings of member countries for 2024-2025.
“As we go through the past 50 years of DOT and welcome a new era of tourism, it is but right that we take the opportunity to reintroduce the Philippines to the world. Love the Philippines goes to the heart of every Filipino and the guests who come to our country, our communities, and our homes. It is a recognition of our natural assets, our glorious history, our rich culture, and diversity,” Frasco said.
“The country is a powerhouse of mega biodiversity, being one of 18 biodiverse countries in the world. Apart from being a tapestry of indigenous peoples, the Philippines is also a gastronomic delight,” she added.
