Senators to DOT: Keep ‘Love the Philippines’

Former tourism secretary Christina Frasco fields questions from the media during a press conference in this file photo from June 2023.

STAR / File

MANILA, Philippines — Senators have asked the Department of Tourism to stand by its present “Love the Philippines” campaign so it can catch up with the gains of the previous and successful “Wow Philippines” and “It’s More Fun in the Philippines” slogans.

During the DOT budget hearing on Monday, Senate finance subcommittee chairman Erwin Tulfo asked newly appointed DOT Secretary Dita Angara-Mathay about her plans in promoting the current slogan.

Tulfo asked the agency about the need of each administrationto change tourism slogan, which affects continuity and success in inviting tourists to the country.

“It’s like we’re the only country that changes its tourism slogan with each administration. There’s ‘Love,’ ‘More Love.’ There’s ‘Love-Love.’ There’s ‘It’s More Fun.’ There’s ‘Wow Philippines.’ I ask why?” Tulfo said.

Tulfo compared it to Malaysia’s catchy and long-running tourism slogan “Malaysia, Truly Asia,” which has been the neighboring Southeast Asian country’s campaign for years now.

Tulfo said he would no longer be surprised if the DOT in the next administration would try to change “Love the Philippines.”

“Why do we change? I don’t see anything wrong with ‘Wow Philippines.’ Then we changed it,’” Tulfo said.

“What is going on here?” he asked.

Senate finance committee chair JV Ejercito agreed with Tulfo’s stance against changing tourism slogans every administration.

“I agree to stick with one branding,” Ejercito said.

He also pointed out the challenges faced by the Philippines as an archipelago, where foreign visitors travel around by air and sea, unlike in neighboring countries like Vietnam and Thailand which can be toured around by land.

The DOT and its attached agencies have a proposed P4.029-billion budget next year, according to the National Expenditure Program.