MANILA, (PIA) -- President Ferdinand R. Marcos Jr. on Tuesday, June 27, personally witnessed the launch of "Love the Philippines," the latest campaign slogan of the Department of Tourism (DOT) aimed at showcasing the country and its tourism offerings beyond mere entertainment.

“Certainly, the world has noticed that there is so much to love about the Philippines for while we have only reached half of this year, we have already been able to accept over 2.62 million international visitors, very near our 2.65 million arrivals for 2022,” Tourism Secretary Christina Garcia Frasco said in her speech.

The tourism slogan aligns with Pres. Marcos' vision to enhance the Filipino brand of tourism, as stated in his inaugural State of the Nation Address.

The "enhanced" campaign slogan also supports the government's efforts to establish the Philippines as a prominent "tourism powerhouse" in Southeast Asia, following the guidelines outlined in the National Tourism Development Plan for 2023 to 2028.

Considering the challenging circumstances brought about by the COVID-19 pandemic, Frasco emphasized the importance of adapting and progressing. 

She added that the new tagline reflects the country's resilience and growth. While the Philippines will continue to be associated with fun, the rebranded campaign will adopt a more substantial and comprehensive approach.

It can be recalled that in 2012, the DOT introduced the well-known campaign "It's More Fun in the Philippines." However, the agency recently emphasized its intention to go beyond promoting the country as a fun destination, while still highlighting the enjoyable aspects.

The new campaign, it said, aims to showcase the diverse facets that contribute to the distinctiveness of the Filipino people. (PIA-NCR)

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Photos: Joey O. Razon and Alfred Frias - PNA and DOT