Cebu biz leaders react positively to ‘Love the Philippines’ tourism slogan

CEBU’s business leaders have applauded the country’s new tourism slogan, “Love the Philippines,” stating that it is an improvement over the previous slogan, “It’s More Fun in the Philippines,” saying the word “love” is relatable and carries multiple layers of meaning that could attract more tourists and generate more jobs.

Charles Kenneth Co, president of Cebu Chamber of Commerce and Industry, thinks the “enhanced” slogan — launched during the 50th anniversary of the Department of Tourism (DOT) on Tuesday, June 27, 2023 — is better than the old one.

“Love has so many levels and more relatable to different target markets. Love the attractions. Love Filipino food. Love the smiles,” he said.

The Philippines aims to attract 4.8 million international arrivals this year and generate at least US$5.8 billion in revenue.

As of May 15, the country had welcomed two million foreign tourists.

Contribution

Tourism contributed 6.2 percent to the Philippine economy in 2022, amounting to P1.32 trillion, up 36.9 percent compared with the P1 trillion in 2021.

Data from the Philippine Statistics Authority (PSA) showed that among the forms of tourism expenditures, inbound tourism expenditure posted the highest annual growth of 1,234.2 percent, from P27.63 billion in 2021 to P368.67 billion in 2022.

Domestic tourism expenditure came second with an annual growth rate of 92.3 percent, from P782.57 billion in 2021 to P1.50 trillion in 2022.

Meanwhile, outbound tourism expenditure posted the slowest annual growth of 88.6 percent from P100.39 billion in 2021 to P189.29 billion in 2022.

Internal tourism expenditure, comprising inbound and domestic tourism expenditure, grew by 131.2 percent, from P810.20 billion in 2021 to P1.87 trillion in 2022.

Inbound tourism expenditure, which refers to the expenditure of non-resident visitors (foreign visitors and Filipinos permanently residing abroad) within the Philippines, shared 5.9 percent of the country’s total exports in 2022.

On the other hand, domestic tourism expenditure, which covers expenditures of resident visitors within the country either as domestic trip or part of an international trip, contributed nine percent of the household final consumption expenditure.

Employment in tourism-related industries was estimated at 5.35 million in 2022, higher by 9.3 percent compared with 4.90 million in 2021.

According to the six-year National Tourism Development Plan, by 2028, the DOT expects to have an accumulated total of 51.9 million tourist arrivals and 34.7 million tourism-related jobs.

Loving the new slogan

The new slogan gained nothing but a seal of approval from Melanie Ng, Philippine Chamber of Commerce and Industry regional governor for Central Visayas.

“I love it!” said Ng. “I love the vibe and the connotation of our new tourism slogan. For me, it’s an invitation for tourists to come fall in love with our country and a reminder for us to love our country the Philippines.”

The “Love the Philippines” slogan replaced the decade-old “It’s More Fun in the Philippines,” which was created during the administration of late President Benigno Simeon Aquino III.

Strategy

Mandaue Chamber of Commerce and Industry president Kelie Ko urged the public to give the new slogan a chance.

“What we are anticipating is the strategy and roadmap for the revival of the tourism industry under this new slogan. We are with Tourism Secretary Frasco in hoping to bring in more tourists, visitors and investors to help polevault our economy,” said

At the launching of the new tourism slogan, President Ferdinand Marcos Jr. called on all Filipinos to be the country’s “tourism ambassadors” and “top influencers,” saying that the greatest asset of Filipinos is their “genuine warmth” and hospitality.

“I enjoin you all to be our country’s promoters, advocates, and if I may borrow a coined term in this age of social media — be our country’s ‘top influencers,’” Marcos said in his speech during the DOT’s 50th anniversary at the Manila Hotel.

He also encouraged Filipinos to take pride and celebrate the love for the Philippines and its people, noting that this same love will propel the country’s tourism industry forward.

“The genuine warmth of the Filipino people is indeed our greatest asset. The hospitality that we extend the visitors — both local and foreign — is a unique characteristic that is innately embedded in the social fabric of being a Filipino and it is something that we should all be very proud of,” Marcos said.

Timely campaign

Tourism Secretary Christina Frasco described the campaign as a timely, necessary and innovative brand enhancement aimed at uniting Filipinos in promoting and showcasing the extraordinary beauty, cultural treasures and other tourism offerings of the country — emerging and yet to be developed — post-pandemic, citing that the enhancement was borne out of intention to highlight the country’s immense wealth of heritage, cultural and natural assets, and the necessity to evolve and innovate considering the changes the Covid-19 pandemic has brought to the travel and tourism industry as a whole.

“‘Love the Philippines’ goes to the very heart of every single Filipino with the distinct grace and hospitality with which we welcome every guest that comes into our shores, our communities, and our homes. ‘Love the Philippines’ is a recognition of our natural assets, our long and storied history, our rich culture and diversity,” said Frasco.