The Department of Tourism (DOT) will continue to use its new tourism slogan ”Love the Philippines.”
Tourism Secretary Christina Frasco announced this Wednesday in an ambush interview at the 2022 Philippine Tourism Satellite Accounts and Tourism Statistics Dissemination Forum.
In said gathering, journalists asked Frasco if they will still use the new tourism slogan that was launched on June 27.
“I think that is evident,” answered the secretary sparingly.
In his speech at the gathering, Frasco also mentioned several times ”Love the Philippines,” and the logo of the slogan can be seen on stage.
A few days after the new tourism slogan was launched, some criticized whether a comma should have been added after “Love” (Love, The Philippines).
Also controversial was the use of stock video footage in the audiovisual presentation of the new campaign slogan which used scenes from other countries.
This past Sunday, DDB Philippines, the agency contracted by the DOT, said there was an “unfortunate oversight” in including non-original stock footage in their audiovisual presentation to highlight the beautiful places in the Philippines.
The DOT has terminated its contract with DDB Philippines following the controversy.
DOT to continue using ‘Love the Philippines’ slogan
Because of this, Senator Nancy Binay, chairperson of the Senate tourism committee, said that the DOT should scrap the “Love the Philippines” campaign which she called “unsalvageable.”
“Tourism is a sensitive market. Political unrest, negative media, and people’s perceptions influence travelers’ decisions. Dahil nga sa nangyari, headline na tayo sa buong mundo. Naging laughing stock na ang slogan, at masyado nang tinamaan ang campaign. Nakakalungkot dahil sa unang tapak pa lamang, imbes na umarangkada ay umatras tayo,” the senator said.
The DOT has not yet reacted to Binay’s statement.
In his report to the gathering this Wednesday, Frasco said that by 2022, the shared Tourism Direct Gross Value Added (TDGVA) in the Philippine economy is estimated to be 6.2%, or P1.38 trillion.
It is said to be 36.9% higher compared to the P1 trillion recorded in 2021.
Meanwhile, employment in tourism characteristic industries is estimated at 5.35 million in 2022, which is also higher by 9.3% compared to 4.90 million in 2021.
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