Manila, Philippines — President Ferdinand Marcos, Jr., along with Department of Tourism (DOT) Secretary Christina Garcia Frasco and other officials, led the unveiling of the DOT’s enhanced tourism campaign “Love the Philippines” — a part of the department’s 50th founding year celebration. The celebratory event gathered former DOT chiefs, government officials, tourism stakeholders, and media members at the Manila Hotel yesterday.

Secretary Frasco expressed that the timing of the enhanced campaign aligns perfectly with the DOT’s golden anniversary celebration. She emphasized that “Love the Philippines” captures the essence of the Filipino hospitality, the nation’s natural assets, rich history, and the diverse and melting pot cultures. The campaign aims to showcase the Philippines beyond its reputation for fun and adventure. Frasco alsp mentioned that according to a recent global study, people from parts of the world associate the Philippines with love because of the natural hospitality and warm friendliness of the Filipino people.

Highlighting the country’s mega biodiversity, cultural heritage, gastronomy, and indigenous communities, Secretary Frasco acknowledged that the complexities and nuances of the Philippines have yet to be fully shared with the world. The campaign intends to tell the story of the Filipino people through the lens of love and pride for the country.

President Ferdinand “Bongbong” Marcos Jr. expressed his full support for “Love the Philippines,” stating that it originates from the genuine love that all Filipinos have for their country. He commended Secretary Frasco and the DOT team for conceptualizing a campaign that not only promotes tourist destinations but also enhances the overall travel experience, supports regional products, improves travel infrastructure, and champions green movements.

Recognizing the evolving global tourism landscape post-pandemic and the growing demand for immersive travel experiences, the DOT sees the enhanced campaign as a timely response to industry demands. The United Nations World Tourism Organization (UNWTO) survey findings on member priorities for 2024-2025 identified market repositioning and rebranding strategies as significant considerations for post-pandemic recovery.

With an enhanced tourism campaign, the DOT aims to demonstrate the myriad reasons to “Love the Philippines” and fulfill President Marcos Jr.’s vision of making the country a tourism powerhouse in Asia. Secretary Frasco emphasized the need to showcase the Philippines’ untapped potential in various tourism facets and elevate its value proposition on the global stage.

Secretary Frasco shared positive prospects for Philippine tourism, highlighting the significant number of visitors and nearing the pre-pandemic arrival figures for 2022. The tourism sector’s contribution to the gross domestic product (GDP) remains robust, as indicated by the 2022 Philippine Tourism Satellite Accounts. Furthermore, the tourism industry has generated substantial employment opportunities, with 5.35 million estimated tourism-related jobs in the previous year.

As the DOT embarks on this golden era for tourism, Secretary Frasco urged fellow Filipinos to develop a profound pride in their country, to “Love the Philippines,” and contribute to its continued recovery and resurgence on the global tourism stage under the Marcos administration.