A Treasure Trove: DOT’s New Tourism Slogan Featuring the Diverse Culture of the Philippines

By: Brianna Yparraguirre

As mentioned by Rosette Addele on Philstar last 2022, In the near future, the country’s well-known tourist catchphrase “it’s more fun in the Philippines” will be replaced. Christina Frasco, the secretary for tourism, revealed this and stated that the Department of Tourism is considering replacing the ten-year-old motto with a new one that is focused on making the Filipino brand “distinct.” The Philippines is rich with wonders to visit. The island of the Philippines is a go-to place as a tourist spot for foreigners. The country’s archipelago of 7,107 islands, offers a variety of unusual tourist attractions, such as the Ifugao rice terraces, Boracay’s white sand beaches, Palawan’s diving spots, and Bohol’s Chocolate Hills.  The Philippines is a truly endowed nation with natural beauty and tourist destinations.

In terms of culture, the Philippines has been labeled as the most tourist-friendly or hospitable country to visit. Moreover, the country is rich with diverse history and customs that foreign tourists enjoy the most. With over 100 ethnic groups and a vibrant history shaped by a fusion of influences, the country offers a diverse tapestry of traditions, festivals, and historical sites. From exploring the ancient rice terraces of Banaue, a UNESCO World Heritage Site, to witnessing colorful festivals like the Ati-Atihan or Sinulog, visitors can immerse themselves in the vibrant and lively Filipino culture.

Moreover, with its captivating and serene sceneries, from its known Summer Capitals, such as Baguio and Tagaytay — where you can find a condo in Tagaytay that offers a relaxing getaway — and the country’s Palawan, Underground River, was voted to be part of the Seven Wonders of the World in 2011.

The Natural Beauty of the Philippines

photo from: travellocal.com/

The Philippine archipelago is a plate tectonic barrier that is a portion of the Ring of Fire that is situated over the Philippine Trench. A region that is strongly linked to both volcanic and earthquake activity, it has a significant impact on Mount Pinatubo and other volcanoes on the island of Luzon. Its eastern border is formed by the

The Pacific Ocean, the Celebes Sea on the south, and the South China Sea on the west. As a result, there are significant changes in the temperature, terrain, and vegetation. Additionally, The Philippines is home to a rich and diverse flora that shares close botanical ties with Indonesia and the rest of mainland Southeast Asia. There are 800 different species of orchids, 1,000 different ferns, and 8,000 different blooming plant species among the rich flora.

The diverse culture of the Philippines

photo from travelauthenticphilippines.com

The Philippines have the third-highest English-speaking population in the world, but their national language is “Taglish,” a mix of English and Tagalog. Due to the widespread use of English and knowledge of it, Filipino culture is more receptive to Western influences than that of other nations. This makes it Filipinos easier to communicate with foreign tourists with our skill in using the Lingua Franca, English Language.

As the distinctive Catholic country in the landmass, the way of life of the Philippines is unique in Asia. Because the Philippines are separated from the rest of the continent by water, their culture is different from that of other countries. Catholicism quickly spread across the nation and established a brand-new spirituality as a result of the extended span of Spanish rule over the islands. Notwithstanding, the country has additionally been affected by different religions and philosophical frameworks, remembering Islam for the sixteenth hundred years, the American commitment to the Spanish-American Conflict, and the Japanese attack in 1944.

However, as of this day, Filipino customs and traditions live forward, despite the century of colonialism and influenced by Spain, America, and Japan. That’s why the Philippines is still able to recognize different cultures and festival celebrations from different regions. Moreover, Filipino nowadays, are striving their best to uplift and revive their Filipino roots. One example is Filipino tourists visiting the famous Apo Whang Od to get her tattoo design based on her indigenous ethnic traditions. Additionally, MullenLowe, one of the top agencies in the country organizes an annual campaign called “Dama Ko Lahi Ko”. This is an independent initiative from the firm to share Filipino Culture every month of June as part of the celebration of the country’s independence day. Dama Ko Lahi Ko shares various Filipino concepts in line with the 5 senses.

Tourism Slogan of Philippines

photo from spot.ph

Effective marketing methods are necessary to draw tourists and promote locations in the cutthroat tourism industry. Among these, a clever slogan has a lot of influence. A slogan serves as a succinct, memorable statement that sums up a place, arouses feelings, and piques interest.

Le Studio LaBonHeure claims that in order to emphasize their national identity, nations have each developed their own motto. In order to entice visitors, tourism slogans aim to evoke a general sentiment or set of ideals. Today, practically all nations in the world have their own tourism tagline.

Before the famous, “It’s More Fun in the Philippines”

photo from: spot.ph

Before the launch of the current Philippines’ Tourism slogan, It’s more fun in the Philippines. Former advertising executive Mon Jimenez led the DOT at the time, while Chicoy Enerio, a career tourism official who had spent more than a decade in Europe as a tourism attaché, led its marketing division, the Tourism Promotions Board (TPB).

After Ace Durano’s resignation in 2010, the administration transitioned from Arroyo to Aquino, and Jimenez took Alberto Lim’s post. 2011. Lim’s resignation. In his first year at the DOT, he changed “Wow Philippines,” a campaign from the times of Richard Gordon and Ace Durano, to “Pilipinas Kay Ganda.”

Eight of the top advertising companies in the nation made pitches to the DOT and TPB while Jimenez was in charge. The offer was won by BBDO Guerrero, Jimenez’s former employer. The “Wow Philippines” campaign and slogan were created by Gordon himself in 2002, and the previous administration also gave BBDO Guerrero the duty of putting them into practice.

It’s More Fun in the Philippines

During Noynoy Aquino’s presidency, “It’s More Fun in the Philippines” was the tagline used in a campaign that was launched to promote the Philippines as a top travel destination and encourage travelers to go there.

The slogan, It’s More Fun in the Philippines is a catchy tagline that sums up the charm and enthusiasm of this stunning archipelago. This catchphrase, which the Philippine Department of Tourism adopted in 2012 and has since become synonymous with the nation’s marketing campaign for tourism, highlights the distinctive and delightful experiences that await visitors to the Philippines.

The slogan enjoyed tremendous success on social media and is used as an example of great practices by other destination marketing organizations. According to Tanya Lara (2023), during its launch, the tagline was the top trending topic on Twitter two days following the launch. Within the country, surveys taken soon after revealed 92% likeability, 87% plausibility, 86% empathy, and 82% distinctiveness.

The campaign, which was also a huge success on social media, increased foreign visitor numbers by 16% in the first quarter of that year. The tourist tagline of the nation came in third among the world’s 100 best marketing campaigns, and their inventive campaign has a lot to teach us.

Rebranding of the Tourism Slogan

According to Rocamora (2023), Midway through 2023, the Philippines will unveil an “enhanced” tourism tagline that will promote the “Filipino brand” to the rest of the globe, according to Tourism Secretary Christina Frasco.

She told reporters, that the country shall continue using its current slogan, which has been in use for 12 years. This mid-year, the Department of Tourism (DOT) is launching an updated and developed Filipino slogan that will reflect the best of the Philippines and the Filipino brand to the globe”.

The 2023 national budget provision that stated “in no case shall the appropriation be utilized to change the campaign slogan” was vetoed by President Ferdinand R. Marcos Jr. last year, clearing the door for the DOT’s rebranding initiative.

Frasco said herself that the DOT intended to update the tagline but “have no intention of changing” it before a Senate budget hearing in October.

The DOT, according to her, would keep promoting the Philippines as “more fun” while emphasizing the best aspects of the nation and its people.

Sarao (2023) added that the Department of Tourism is planning on telling the complete story of Filipinos through an improved branding strategy, The Department is still performing a “white market study” on the current tourist campaign, according to Frasco, and is still working to improve it. She said that the campaign will not be launched without involving stakeholders.

Frasco emphasized the significance of product development and enhancing parts of the Philippine tourism business, especially when compared to its neighbors in Southeast Asia, and made it clear that the nation’s tourism will not depend just on the DOT’s branding effort.

What’s the new tourism slogan?

The DOT and BBDO Guerrero, one of the most successful advertising agencies in the nation, adopted the tagline in 2012, and the tourism director added that while it has merits and triumphs, it is time to “evolve” and “move on.”

In place of “Wow Philippines,” which also encouraged travel to the nation, “It’s More Fun in the Philippines” was introduced.

Frasco mentioned that she wanted everyone who worked so hard to create this catchphrase for the Philippines. And it undoubtedly had its advantages and triumphs, but at the same time, just as the Filipino individuals and in life in general, the countrymen must change and advance while taking all that has happened into account.

Although the actual date of the rebranding and release of the new tourism slogan was not yet revealed, Frasco did say that she had already asked for a budget that had been adjusted for 2023 so that it could support her objectives for the sector.

On the other hand, the Tourism Promotions Board allegedly stated that the government is in the ideation stage to achieve this brand redesign, which would engage stakeholders and marketing professionals.

Tourism Opportunity in Tagaytay

photo from: klook.com

Tagaytay, located in the Philippines, is a haven of natural beauty, cultural legacy, and culinary delights. It is tucked away among the country’s stunning landscapes. This intriguing city provides the ideal escape from the bustle of daily life since it is positioned on a ridge 2,500 feet above sea level.

Branded as the Second Summer Capital of the PhilippinesTagaytay is well known for its breathtaking panoramas and sceneries. The spectacular Taal Volcano, a volcano within a lake within a volcano, crowns the city and creates an incredible and distinctive environment. Visitors are in awe of nature’s majesty as they see the lake from vantage points like the Tagaytay Picnic Grove or the People’s Park in the Sky. The serene and peaceful ambiance of this mountain retreat is further enhanced by the cold climate, rich vegetation, and rolling hills.

There are numerous attractions in Tagaytay that may accommodate different interests. Adventure seekers are invited to trek up its slopes or take a boat across the lake to explore the mystique of the famous Taal Volcano, a natural wonder. Sky Ranch delivers a fun-filled day for both families and thrill-seekers with its thrilling attractions and enormous Ferris wheel. The outstanding art collections and variety of elaborately crafted puzzles on display at the Puzzle Mansion and Museo Orlina provide a window into the city’s rich history and cultural heritage.

Crown Asia’s Condo in Tagaytay

Crown Asia’s Pinevale is an outstanding residential development that offers a rare blend of opulent living and tranquil settings. It is tucked away amid the natural splendor of Tagaytay. Residents of this private neighborhood have a sanctuary away from the bustle of the city where they can savor the beauty of nature while yet having access to contemporary conveniences.

Tourists will surely be mesmerized in Pinevale’s breathtaking 2.8-hectare residential masterpiece and escape the busy city streets under its lush canopy of trees.

In order to provide you with comfort and safety, all condos are outfitted with smart home technology. You have access to both security and leisure in the palm of your hand. The smart home’s features give owners the peace of mind that even while they are away, their house and safety are being taken care of.

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