MarketingTourism players in the Philippines reject the idea of a new slogan, advocating for the continued use of "It's more fun in the Philippines."

Why 'It's More Fun in the Philippines' needs no change

Philippines’ tourism players assert that "It's more fun in the Philippines" branding remains effective and should be retained.
Philippines’ tourism players assert that "It's more fun in the Philippines" branding remains effective and should be retained. Photo Credit: Adobe Stock/Igor Tichonow

Philippine Tourism Secretary Christina Garcia Frasco is clarifying that the recently introduced country branding, "We Give the World Our Best," is not intended to be the official tourism brand for the Philippines.

This new initiative, developed by the Office of the Presidential Advisor on Creative Communications (OPACC), aims to represent the sense of hospitality and service that permeates the tourism industry. Secretary Frasco emphasises that "We Give the World Our Best" is a statement of fact and a rallying call for the industry, instead of a new tourism branding.

However, Secretary Frasco also assures industry stakeholders that the Department of Tourism (DOT) will release a separate tourism brand for the Philippines that aligns with the country's overall branding strategy. The DOT aims to enhance the present tagline and consult with travel organizations before crafting a new tourism slogan.

The announcement of a fresh tourism branding initiative has not generated significant enthusiasm or excitement among industry professionals and veterans. Some express concerns about the lack of continuity in branding efforts whenever a new administration takes office. Renowned chef Myrna Segismundo questions the need for a new tagline, stating that everything seems to start anew with each change in leadership.

Jojo Clemente, president of Rajah Tours Philippines, echoes the sentiment of many in the private sector who see no reason to abandon the highly successful "It's More Fun in the Philippines" campaign launched in 2012. Clemente believes that the slogan has effectively put the country on the radar of foreign markets and encompasses the essence of the Philippines and its people.

Bob Zozobrado, president of the Tourism Congress of the Philippines, supports this perspective, emphasising that "It's More Fun in the Philippines" has yielded the desired arrival numbers and suggests that introducing a new slogan may require starting from scratch.

Even Alejandra Clemente, the pioneering pillar of the travel trade and founder of Rajah Tours Philippines, has shown skepticism about the timing of a new slogan. She suggests that the DOT should prioritise tourism recovery efforts instead of investing significant resources in a branding campaign that takes years to gain acceptance in the international market.

Currently, the DOT does not have a campaign tagline beyond the simple identifier "PHILIPPINES". Some industry professionals find it perplexing to change the "It's More Fun in the Philippines" slogan and shelve its promotional materials without a clear replacement in place.

As discussions continue regarding the future tourism brand for the Philippines, it remains to be seen how the DOT will navigate the diverse perspectives and considerations within the industry. The focus on tourism recovery and effective promotion strategies will be crucial to rebuilding the sector and reinforcing the Philippines' position as a desirable travel destination.

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