DOT’s New Branding Is Philippines’ Love Letter To The World 

President Ferdinand Marcos, Jr., Secretary Christina Garcia Frasco, and other officials led the unveiling of the country’s enhanced tourism campaign “Love the Philippines” as the highlight of the Department’s 50th founding year celebration on Tuesday (June 27) at the historic Manila Hotel.

Secretary Frasco proudly presented “Love the Philippines” to a crowd comprised of former DOT chiefs, officials and employees of the Department’s central and regional offices, heads of government agencies including Cabinet Secretaries, house representatives, and tourism stakeholders, and described the enhanced campaign as timely for the DOT’s 50th anniversary celebration.

“As we celebrate the last fifty years of the Department of Transportation and usher in this new era of tourism for the Philippines, it is only fitting that we seize this opportunity to reintroduce the Philippines to the world,” said Secretary Frasco.

“Love the Philippines touches the hearts of each and every Filipino through the distinct grace and hospitality with which we greet every guest to our shores, communities, and homes. “Love the Philippines is an acknowledgment of our natural assets, our long and storied history, our rich culture and diversity,” she said, noting that there is so much more to the country than “the fun and adventure” that has been described.

“The Philippines is a powerhouse of mega biodiversity, being one of only 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 whose handiwork has preserved the dignity and integrity of the Filipino identity. This is our identity. These complexities and nuances of the Philippines have not yet been fully articulated to the world because the Filipino’s narrative has not yet been fully told, and we will tell that story by telling them the story of love. “Love the Philippines,” said Secretary of State Frasco.

PBBM’s unequivocal support

President Ferdinand “Bongbong” Marcos Jr. graced the landmark event for Philippine tourism and expressed his unwavering support for “Love the Philippines,” stating that the enhanced tourism campaign “springs from the genuine love that you, I, and all of us have for the Philippines.”

“And what better way to convey that love than to incorporate it directly into our newest tourism campaign slogan, Love the Philippines? This new branding, unveiled today, will serve as a compass for the Philippine tourism industry in the future. In addition to promoting the country’s tourist destinations, the campaign that you have conceptualized aims to improve the overall travel experience by promoting regional products, constructing more infrastructure for ease of travel, and championing green movements, among others, as the President expressed his gratitude.

Adapting to the tourism landscape post-pandemic and shifting trends

With the ever-changing global tourism landscape post-pandemic and the increasing desire of travelers for more immersive travel experiences, the DOT saw the enhanced brand as an opportune response to the industry’s needs.

According to a recent survey conducted by the United Nations World Travel Organization (UNWTO) among its member countries, market repositioning and rebranding strategies are among the priorities identified after the pandemic.

With a revamped tourism campaign in tow, the Department of Tourism’s current objective is to demonstrate more reasons to “Love the Philippines” in order to realize President Marcos Jr.’s vision for the country to become a tourism juggernaut in Asia.

“If we are to compete with our neighbors in our efforts to partner with them for Asia to become a tourism powerhouse in the world, the time has come to add to the Philippines’ value proposition by letting the world know what else we have to offer,” Secretary Frasco said.

She added, “We have multiple facets of tourism destinations that present a golden opportunity because we have barely scratched the surface.”

Positive outlook for Philippine tourism

According to Secretary Frasco, “the world has noticed that there is so much to love about the Philippines.”

From January 1 to June 26, 2023, the Philippines documented 2,641,993 visitors, which is close to the 2.65 million arrivals recorded in 2022.

Additionally, the tourism industry is regarded as a pillar in terms of its contribution to the gross domestic product (GDP). According to the 2022 Philippine Tourism Satellite Accounts (PTSA), the Tourism Direct Gross Value Added (TDGVA) proportion of the sector to the Philippine economy, as measured by (GDP) Gross Domestic Product, was estimated at 6.2% and totaled PHP 1.38 trillion.

The Philippines are also experiencing a rise in tourism-related employment, with an estimated 5.35 million jobs in the sector in 2017.

As she rallied their support for the DOT’s vision of showcasing the best of the Philippines to the world during the Marcos administration, the Secretary stated: “As we usher in this golden era for tourism, for our fellow Filipinos, and for our beautiful country, let us find it in our hearts to have that burning pride of place for the Philippines, to Love the Philippines, to usher us into the continued recovery and vigorous comeback of the Philippines to the world.”