Erwin Tulfo files bill seeking long-term tourism campaign for PH

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Senator Erwin Tulfo has filed a bill seeking to establish a long-term tourism campaign to sustain gains in the country’s tourism sector.

Under Senate Bill No. 2511, or the “Philippine Tourism Campaign Slogan Act,” Tulfo wants the country’s official tourism slogan to remain in use for at least 15 years, regardless of changes in administration.

“While changes in tourism campaigns may be intended to reflect evolving priorities and strategies, the frequent introduction and replacement of slogans may also result in discontinuity in the country’s tourism identity, dilute public familiarity and require substantial resources for rebranding and implementation,” Tulfo said in the bill’s explanatory note.

The Department of Tourism (DOT) launched the country’s current tourism slogan, “Love the Philippines,” in 2023, replacing “It’s More Fun in the Philippines,” which had been used since 2012.

The senator's sister, former DOT secretary Wanda Tulfo-Teo retained the “It’s More Fun in the Philippines” slogan during her term.

However, the “Love the Philippines” campaign drew controversy over its execution after its advertising agency, DDB Philippines, used stock footage of locations outside the Philippines in its audiovisual presentation. The campaign was launched under then-Tourism Secretary Christina Frasco.

The DOT later ended its contract with the advertising agency behind the campaign as it supposedly violated the terms of its tourism branding campaign contract.

During the Senate’s deliberations on the DOT’s proposed P5.47-billion budget for 2027, Tulfo raised concerns over the frequent changes in the country’s tourism slogans.

“Unlike Malaysia, which has ‘Truly Asia.’ There are slogans like that. Soon, bet you, when another administration takes over, it won’t be ‘Love (the Philippines)’ anymore. What is going on here?” he said.

Malaysia has used “Malaysia, Truly Asia” as its tourism slogan since 1999, although the campaign has undergone changes in branding and implementation over the years.

Among the Philippines’ notable tourism slogans was “WOW Philippines,” which was used from 2002 to 2012.— MCG, GMA News

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