Philippines urged to adopt Malaysia’s lasting tourism strategy

Philippine senators have urged the Department of Tourism to stick with a single marketing campaign to build long-term international recognition, pointing to long-running successes such as Malaysia’s “Truly Asia” tagline.

Newly appointed Tourism Secretary Dita Angara-Mathay was asked about her plans for the current slogan, “Love the Philippines”, during a departmental budget hearing on Monday, the Philippine Star reported.

Senate finance subcommittee chairman Erwin Tulfo suggested keeping the current slogan rather than starting afresh.