Department of Tourism Celebrates 50th Founding Year with the Unveiling of Enhanced Tourism Campaign: “Love the Philippines”

In a momentous event held at the historic Manila Hotel on Tuesday, June 27, President Ferdinand Marcos, Jr. joined Tourism Secretary Christina Garcia Frasco and other dignitaries in unveiling the Department of Tourism’s (DOT) enhanced tourism campaign, “Love the Philippines,” as the centerpiece of the department’s 50th founding year celebration.

The occasion, attended by former DOT chiefs, government officials, tourism stakeholders, and the media, marked a significant milestone for Philippine tourism. Secretary Frasco, addressing the gathered crowd, described “Love the Philippines” as a timely and profound initiative that goes to the heart of every Filipino, emphasizing the nation’s unique grace, hospitality, natural assets, rich history, and cultural diversity.

“The Philippines is a powerhouse of mega biodiversity, a deep well of culture and history, a profound burst of flavor and gastronomy, and a tapestry of indigenous peoples and creative communities,” Secretary Frasco declared. “This is who we are. The complexities and nuances of the Philippines have yet to be fully articulated to the world, and we shall tell that story by telling them the story of love. Love the Philippines.”

Presidential Endorsement

President Ferdinand “Bongbong” Marcos Jr., a key figure at the milestone event, expressed unwavering support for “Love the Philippines.” He lauded the campaign as a manifestation of the genuine love that Filipinos hold for their country, positioning it as a guiding principle for the future of Philippine tourism.

“This new branding will serve as our guidepost for the Philippine tourism industry moving forward,” President Marcos Jr. stated. “I appreciate Tourism Secretary Christina Garcia Frasco and the DOT team for conceptualizing a campaign that not only promotes tourist destinations but also enhances the overall travel experience, promotes regional products, builds infrastructure, and champions green movements.”

Adapting to Post-Pandemic Realities

Recognizing the evolving global tourism landscape post-pandemic, the DOT positioned the enhanced “Love the Philippines” campaign as a strategic response to industry demands. A recent survey by the United Nations World Travel Organization highlighted market repositioning and rebranding as key priorities for member countries.

“With ‘Love the Philippines,’ we aim to showcase the richness of our country and elevate the Philippines as a tourism powerhouse in Asia,” Secretary Frasco emphasized. “The time has come for us to add to the value proposition of the Philippines by telling the world how much more we have to offer.”

Positive Outlook for Philippine Tourism

Secretary Frasco highlighted the world’s growing appreciation for the Philippines, with visitor numbers reaching 2,641,993 from January 1 to June 26, 2023, nearing the 2.65 million arrivals recorded in 2022. The tourism sector’s contribution to the gross domestic product (GDP) remains robust, with a 6.2% share amounting to PHP 1.38 trillion in 2022, as per the 2022 Philippine Tourism Satellite Accounts.

The Philippines is also experiencing an upswing in tourism-related employment, with 5.35 million estimated jobs generated in the sector last year.

“As we usher in this golden era for tourism, let us find it in our hearts to have a burning pride of place for the Philippines, to Love the Philippines, and to contribute to the continued recovery and vigorous comeback of our country to the world,” Secretary Frasco rallied.

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