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.