Senator Nancy Binay is willing to give the new tourism slogan a chance to work, although she raised a few concerns.
Binay has questioned the timing of the government’s introduction of the “Love the Philippines” tourism marketing campaign and raised the issue about its huge expense.
The new slogan replaces the “It’s More Fun in the Philippines” campaign introduced by the Aquino administration back in 2012.
“For me, it’s a question of timing. Laging may kakambal na gastos ang pagbabago ng slogan—and it would entail a huge amount of US dollars to start and sustain a new campaign,” she said
Despite her concerns about its funding, Binay is hopeful the new tourism marketing campaign will work out. The senator serves as chairperson of the Senate committee on tourism.
“Kaso, nandyan na nga ‘yan. ‘Ika nga, ‘pag love mo ang isang tao o bagay, tatanggapin mo anuman ‘yung kanyang kakulangan, and willing ka pa rin bigyan ng chance—with the hope na mag-work out,” she said.
The Marcos administration recently launched the “Love the Philippines” tourism drive that showcases the country’s natural wonders and rich culture and diversity.
According to Tourism Secretary Christina Frasco, the campaign is not just a branding campaign, but also a call to action to Filipinos to remember the beauty of the country, honor its past, and look forward to the future with values of being a Filipino.
“There is so much more to the Philippines than the fun and adventure that we have so far articulated to the world, for the Philippines is a powerhouse of mega biodiversity, being only one of 18 mega biodiverse countries in the world, a deep well of culture and history, a profound burst and taste of flavor and gastronomy, a tapestry of indigenous peoples and creative communities by whose work of their hands have safeguarded the dignity and integrity of the Filipino identity,” Frasco said.
“This is who we are. These complexities and nuances of the Philippines have yet to be fully articulated to the world for indeed the story of the Filipino has yet to be fully told, and we shall tell the story by telling them the story of love. Love the Philippines,” she added.
‘Love the Philippines’ slogan to enhance traveler experience: Marcos
‘Love the Philippines’ slogan showcases natural wonders, rich culture, Filipino hospitality – Frasco
