Senator Erwin Tulfo is seeking to institutionalize a long-term tourism campaign slogan for the Philippines, proposing that the official branding be retained for at least 15 years.
Tulfo filed Senate Bill No. 2511, or the “Philippine Tourism Campaign Slogan Act,” following concerns over the frequent changes in the country’s tourism slogans across different administrations.
Under the proposed measure, the Department of Tourism (DOT), in consultation with relevant stakeholders, would formulate an official tourism campaign slogan to be incorporated into national and local development plans.
The bill would require the slogan to remain in use for at least 15 years.
Tulfo noted that the Philippines has used several tourism slogans over the years, including “Wow Philippines,” “It’s More Fun in the Philippines,” and the current “Love the Philippines” campaign.
“Tourism slogans serve as more than mere marketing tools. They help shape how a country presents itself to the world and reflects its identity, character, cultural heritage, natural wonders, and the value it seeks to share with the world,” Tulfo said in the bill’s explanatory note.
He also questioned the practice of changing tourism branding whenever a new administration takes office.
“Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love... Wala tayong tatak,” Tulfo said.
Tulfo cited Malaysia’s “Truly Asia” campaign as an example of a tourism slogan that has maintained consistency over the years.
He said frequent changes in tourism campaigns could weaken public familiarity with the country’s tourism identity and require additional resources for rebranding and implementation.
DOT Secretary Dita Mathay expressed support for the proposed measure, saying a long-term slogan could help strengthen the country’s tourism identity. She also said retaining “Love the Philippines” would be ideal as it reflects Filipino warmth, care and hospitality.
Tulfo said the measure aims to provide greater continuity in the country’s tourism promotion and strengthen the Philippines’ identity among international travelers.
