Senator Erwin Tulfo wants to put an end to the changing of the country’s tourism slogan every time there is a new administration.
Tulfo has filed Senate Bill No. 2511, or the proposed “Philippine Tourism Campaign Slogan Act,” which seeks to institutionalize a national tourism campaign slogan for at least 15 years.
The proposal came after a Senate budget briefing on the Department of Tourism, where Tulfo questioned the repeated changes in the country’s tourism branding.
The Philippines has used slogans including “Wow Philippines,” “It’s More Fun in the Philippines” and the current “Love the Philippines.”
“Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love… Wala tayong tatak, eh,” Tulfo said.
He cited Malaysia’s “Truly Asia” branding as an example of a tourism slogan that has remained associated with the country.
“Unlike Malaysia, ‘Truly Asia.’ May mga ganun, eh. Maya-maya, pustahan tayo, ‘pag pumalit na naman ang administrasyon, hindi na love yan. What is going on in here?” he said.
Under the proposed measure, the Department of Tourism would formulate an official tourism campaign slogan in consultation with stakeholders, with the slogan to be used for at least 15 years.
Tulfo said frequent changes in tourism branding could weaken familiarity with the country’s identity among foreign travelers and result in additional expenses for rebranding.
Tourism Secretary Dita Mathay expressed support for the proposal, saying “Love the Philippines” reflects the country’s image of warmth, care and Filipino hospitality.
Tulfo also called for stronger tourism programs to attract more visitors and generate additional economic activity.IMT
