Philippines Tourism Slogan: What Is ‘Love the Philippines’?

The Philippines’ tourism branding was discussed during a recent Senate budget hearing, with senators calling for a more consistent national tourism identity across different administrations.

During the Department of Tourism’s budget hearing on 28 September, the DOT said it plans to allocate ₱100 million for its “Discover More to Love” campaign. The agency clarified that the campaign is a sub campaign under the existing “Love the Philippines” brand and will not replace the country’s current tourism slogan.

Senator Erwin Tulfo questioned the need to introduce different tourism branding when a new administration takes office.

“Parang tayo lang ang bansa na iba iba, bawat administration may ‘Love,’ may ‘More Love,’ may ‘Love Love,’ may ‘It’s More Fun,’ may ‘Wow Philippines,’ kung ano ano everytime may bagong administration,” Tulfo said during the hearing.

He also cited Malaysia’s “Malaysia, Truly Asia” as an example of a tourism slogan that has remained closely associated with the country.

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“Wala tayong tatak, unlike ‘Malaysia, Truly Asia,’” Tulfo added.

Senator JV Ejercito also supported the idea of maintaining a consistent tourism brand, noting that building strong brand recognition can take years.

What Is The Philippines’ Current Tourism Slogan?

Image credit: Department of Tourism - Philippines | FB Page

The Philippines’ current tourism slogan is “Love the Philippines”, which was launched in 2023 and replaced “It’s More Fun in the Philippines”, the campaign introduced in 2012.

The country has used several tourism campaigns over the years, including “WOW Philippines” and “Pilipinas Kay Ganda”.

Despite the discussion over tourism branding, the DOT clarified that “Discover More to Love” is not a replacement for “Love the Philippines”.

Tourism Secretary Dita Angara Mathay explained that the DOT uses different campaigns for specific seasons and target audiences while keeping them connected to the wider “Love the Philippines” brand.

The “Discover More to Love” campaign focuses on encouraging travel within the Philippines and highlighting destinations and tourism experiences around the country. The DOT also introduced travel deals from tourism partners, including hotels, tour operators and airlines, as part of the campaign.

Angara Mathay also said she wanted to preserve “Love the Philippines” when she assumed the tourism secretary post. During the hearing, she expressed openness to legislation that could provide continuity for the country’s official tourism branding.

For now, “Love the Philippines” remains the Philippines’ main tourism slogan, while “Discover More to Love” is being used as a campaign under the broader tourism brand.

The discussion highlights the DOT’s current approach of maintaining the existing national tourism slogan while using additional campaigns to promote specific travel initiatives and audiences.