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Love the Philippines: DOT’s enhanced branding is Philippines’ Love Letter to the world

Love the Philippines: DOT’s enhanced branding is Philippines’ Love Letter to the world

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‘Love the Philippines’ is the Philippines’ new tourism slogan

MANILA, Philippines—On the celebration of the golden 12 months of the Division of Tourism (DOT), President Ferdinand Marcos, Jr., along with Secretary Christina Garcia Frasco and different officers, led the revealing of the nation’s enhanced tourism marketing campaign “Love the Philippines” because the spotlight of the Division’s fiftieth founding 12 months celebration on the iconic Manila Lodge, Tuesday (June 27).

Love the Philippines
Love the Philippines

Proudly presenting “Love the Philippines” to a crowd composed of former DOT chiefs, officers and staff of the Division’s central and regional workplaces, heads of presidency companies together with Cupboard Secretaries, home representatives, tourism stakeholders, and the media, Secretary Frasco described the improved marketing campaign as well timed for the DOT’s golden anniversary celebration.

“As we cap the final fifty years of the DOT and welcome this new period of tourism for the Philippines, it’s however proper that we welcome this chance to reintroduce the Philippines to the world,” Secretary Frasco stated.

“Love the Philippines goes to the very coronary heart of each single Filipino with the distinct grace and hospitality with which we welcome each visitor to our shores, communities, and houses. Love the Philippines is a recognition of our pure property, our lengthy and storied historical past, our wealthy tradition and variety,” she stated, noting that there’s a lot extra to the nation than “the enjoyable and journey” that has been articulated up to now.

“The Philippines is a powerhouse of mega biodiversity, being solely one in all 18 mega biodiverse nations on this planet, a deep properly of tradition and historical past, a profound burst and style of taste and gastronomy, a tapestry of indigenous peoples and inventive communities by whose work of their arms have safeguarded the dignity and integrity of the Filipino id. That is who we’re. These complexities and nuances of the Philippines have but to be totally articulated to the world, for certainly, the story of the Filipino has but to be totally advised, and we will inform that story by telling them the story of affection. Love the Philippines,” Secretary Frasco stated.

PBBM’s unequivocal assist

Gracing the milestone occasion for Philippine tourism, President Ferdinand “Bongbong” Marcos Jr. expressed his utmost assist for “Love the Philippines”, saying that the improved tourism marketing campaign “springs from the real love that you just, me, and all of us have for the Philippines.”

“And what higher strategy to categorical that love than by straight incorporating it into our nation’s latest tourism marketing campaign slogan, Love the Philippines. At the moment’s new branding will function our guidepost for the Philippine tourism business transferring ahead. Permit me then to precise my sincerest appreciation to Tourism Secretary Christina Garcia Frasco and for the DOT group as a result of except for the promotion of the nation’s vacationer locations, the marketing campaign that you’ve conceptualized goals to reinforce the general expertise of each journey, together with in that record of targets is to advertise regional merchandise, construct extra infrastructure for the benefit of journey, and champion inexperienced actions, amongst others,” the President enthused.

Adjusting to the post-pandemic tourism panorama and altering tendencies

With the ever-changing international tourism panorama post-pandemic, and vacationers’ rising want for extra immersive experiences of their travels, the DOT seen the improved model as a well timed response to the calls for of the business.

In a current survey carried out by the United Nations World Journey Group (UNWTO) amongst its member nations, market repositioning and rebranding methods are among the many priorities recognized after the pandemic based mostly on its Survey Findings on Member Priorities for UNWTO program of labor 2024-2025.

With an enhanced tourism marketing campaign in tow, the DOT’s focus is to point out extra of what there’s to “Love the Philippines” as it really works in the direction of realizing President Marcos Jr.’s imaginative and prescient for the nation to turn into a tourism powerhouse in Asia.

“Certainly, if we’re to compete with our neighbors in our effort as properly to accomplice with them for Asia to turn into a powerhouse tourism area on this planet, the time has come for us so as to add to the worth proposition of the Philippines by telling the world how rather more we’ve to supply,” Secretary Frasco stated.

“We now have a number of aspects of tourism locations that current a golden alternative, for we’ve solely scratched the floor to this point,” she added.

Rosy prospects for Philippine tourism

Secretary Frasco states, “the world has seen that there’s a lot to like concerning the Philippines.”

It’s because the Philippines recorded 2,641,993 guests from January 1 to June 26, 2023, and is near breaching the two.65 million arrivals it recorded for 2022.

Additional, the tourism sector is thought to be a stalwart concerning its contribution to gross home product (GDP). In line with the 2022 Philippine Tourism Satellite tv for pc Accounts (PTSA) the Tourism Direct Gross Worth Added (TDGVA) share of the sector to the Philippine financial system, as measured by the Gross Home Product (GDP), was estimated at 6.2 p.c and amounted to PHP 1.38 trillion in 2022.

The Philippines can be seeing a lift in tourism-related enterprise employment, with 5.35 million estimated tourism employment final 12 months.

As she rallied their assist for the DOT’s imaginative and prescient of showcasing the perfect of the Philippines to the world below the Marcos administration, the Secretary stated: “As we usher on this golden period for tourism, for our fellow Filipinos, for our lovely nation, allow us to discover it in our hearts to have that burning satisfaction of place for the Philippines, to Love the Philippines, to usher us into the continued restoration and vigorous comeback of the Philippines to the world.”

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