NextGen Day

A House leader has recommended conducting nationwide consultations with tourism stakeholders to develop a “genuine rebrand and restart” of the Philippines’ tourism sector.

In a statement, House Ways and Means committee chairperson Joey Salceda proposed launching Sulong Turismo, a consultative conference aimed at gathering input and perspectives from stakeholders on the “6 As” of tourism: attraction, accessibility, amenities, available packages, activities, and ancillary services.

Salceda made this recommendation in response to the controversy surrounding the use of stock footage from other countries in the promotional video of the “Love the Philippines” campaign. He emphasized the importance of productive outcomes arising from the heated discussions.

“The back-and-forth of statements was good for revealing what needs to be improved. But we have to move forward. Let’s genuinely sit down and talk,” Salceda stated.

He mentioned Sulong Pilipinas as an annual consultative conference previously spearheaded by the government to determine the country’s general direction. This inclusive approach to policymaking brought together diverse stakeholders to provide input on improving governance.

“At the end of each consultation, you had actionable points that were submitted to the President to be given the highest priority,” Salceda explained.

Salceda proposed that the Department of Tourism (DOT) use the Sulong platform to enhance its branding campaign, showcasing the country’s improvements to tourists.

“If the experience doesn’t change, the impression will not change. So, beyond rebranding, we need to make genuine improvements in key areas of the sector. Remember, the pandemic reset the global tourism sector,” he emphasized.

He further emphasized that besides a catchy slogan, the DOT must prioritize real fundamental improvements, particularly by developing a high-quality product to attract visitors.

“‘Love the Philippines’ is demanding enough as a slogan for a foreign tourist’s first encounter with this country. Let’s at least give them reasons to do so,” Salceda urged.

Following allegations of using stock footage shot overseas, DOT Secretary Christina Frasco ordered an exhaustive investigation into the “Love the Philippines” campaign video. The contracted agency, DDB Philippines, has taken full responsibility for the mistake.

The DOT unveiled the enhanced tourism campaign slogan “Love the Philippines” on June 27, replacing the 11-year-old “It’s More Fun in the Philippines,” with the aim of showcasing the unique “Filipino brand.” 🇵🇭✨

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