THE Department of Tourism (DOT) on Monday, February 18, launched a renewed and refreshed "It's More Fun in the Philippines" campaign.

Tourism Secretary Bernadette Romulo-Puyat, who spearheaded the launching held at the National Museum of Natural History, said the new campaign focuses on sustainable tourism in the wake of government's clean-up efforts in Boracay and Manila Bay.

"With more and more travelers conscious about their ecological footprint, the cultures and experiences they are consuming, and simply wanting to know how they can give back. The time is ripe for the re-purposing of the word 'fun'," Romulo-Puyat said.

The new campaign is 100-percent crowd-sourced as it uses some of the 4.3 million real photos, videos and reviews shared by both local and foreign travelers using the hashtag #ItsMoreFunInThePhilippines.

"After all, working with what we already have is the essence of sustainability," Romulo-Puyat said.