Senator Erwin Tulfo pushes for PH tourism slogans good for 15 years

Senator Erwin Tulfo has proposed for the Philippines’ official tourism campaign slogan to be kept for at least 15 years. Tulfo argued that the country’s global tourism identity should not be repeatedly changed whenever a new administration takes over.

Tulfo filed Senate Bill No. 2511, or the “Philippine Tourism Campaign Slogan Act,” following a budget briefing on the Department of Tourism’s (DOT) proposed 2027 budget, which he presided over.

The senator raised concerns over the country’s history of frequently changing its tourism branding, citing “Wow Philippines,” “It’s More Fun in the Philippines,” and the current “Love the Philippines” campaign.

He said the repeated changes could weaken the country’s identity among international travelers.

“Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love... Wala tayong tatak, eh,” Tulfo said.

He cited Malaysia’s “Truly Asia” slogan as an example of a tourism brand that has remained recognizable, questioning whether the Philippines’ current slogan would survive another change in administration.

“Unlike Malaysia, ‘Truly Asia.’ May mga ganun, eh. Maya-maya, pustahan tayo, ‘pag pumalit na naman ang administrasyon, hindi na love yan. What is going on in here?” he said.

Tulfo also questioned the practice of incoming Cabinet officials replacing the tourism slogans of their predecessors, saying such changes could be driven by a desire to establish their own branding or distance themselves from previous administrations.

Under his proposed measure, the DOT, in consultation with relevant stakeholders, would formulate an official tourism campaign slogan that would remain in effect for at least 15 years.

The proposed slogan would also be incorporated into national and local development plans, while the measure would prohibit the use of supplementary campaign messages.

“While changes in tourism campaigns may be intended to reflect evolving priorities and strategies, the frequent introduction and replacement of slogans may also result in discontinuity in the country’s tourism identity, dilute public familiarity and require substantial resources for rebranding and implementation,” the senator said.

DOT Secretary Dita Mathay agreed to the proposal that retaining a permanent slogan such as “Love the Philippines” would help reinforce the country’s tourism identity and reflect what she described as the Filipino people’s warmth, care and hospitality.

Tulfo also called for stronger tourism initiatives to draw more foreign and domestic visitors and increase tourism’s contribution to the Philippine economy.