NextGen Day

The new tourism slogan “Love the Philippines” continues to draw support. Senator Grace recognizes the Department of Tourism’s (DOT) efforts to inspire travelers to visit and relish the Philippines’ natural beauty and unique culture.

“The Philippines has a lot to offer to become a world-class destination,” Poe said in a statement on Thursday. “Cringeworthy travelers’ experience must not thwart catchy tourism slogans.”

Poe, chair of the Senate Committee on Public Services, said the government must improve services at the airports , “which are not only the nation’s gateway but also the first and last impression a tourist gets of the Philippines.”

For his part, Deputy Speaker and Batangas (6th District) Rep. Ralph Recto also said he supports the “Love the Philippines” campaign slogan of the DOT.

He, however, said the focus “should be on the infrastructure and security which would lead tourists to rave and not rage about their time here — matters which are outside DOT’s jurisdiction.”

Recto said a slogan is not a powerful lure that will prompt a traveler to pack and go unless it fully captures the Philippines’ many splendored attractions.

For tourists, he said the Philippines’ major draw is the sun, sights, sea, and shopping.

“[But] the advantage of a catchy and clever tourism brand instantly evaporates in the heat of a congested airport, in road traffic which does not move, or in restrooms which cannot be found,” he said. “These are the harsh realities no hot advertising copy can cure.”

He said the tourism brand is only as effective as what it is marketing.

“If the country is beautiful, no tourism slogan is needed. El Nido, for example, has beauty beyond words. If the country is bad, not even the best slogan would suffice,” Recto said.

President Ferdinand R. Marcos Jr. witnessed the unveiling of the “enhanced” tourism slogan during Tuesday’s DOT’s 50th-anniversary celebration at The Manila Hotel.

In a keynote speech, Marcos affirmed his commitment to advancing the tourism sector, hoping the new campaign slogan would help stimulate economic activities and generate job opportunities in the country.

Marcos expressed optimism that the Philippines will become the “tourism powerhouse” of Asia in the new few years.

On Wednesday, former DOT Secretary and now Philippine Red Cross chairperson and CEO Dick Gordon said he finds the new tourism slogan instantly appealing.

“It is catchy and easy to recall! Connects easily with the long spelling of the Philippines. It also serves as a double-meaning call for Filipinos to love the country because we are endowed with natural beauty and sights. People share excellent traits, such as being welcoming, happy, and kind,” he said.

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