Sen. Erwin Tulfo has filed a bill mandating the Department of Tourism (DOT) to use one official campaign slogan for at least 15 years.
Senate Bill No. 2511, or the Official Philippine Tourism Campaign Slogan bill, was filed on Tuesday, seeking to ensure consistency in promoting the country’s tourism.
Under the proposed measure, the DOT must formulate a tourism campaign slogan that shall be used for at least 15 years in the National Tourism Development Plan.
‘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 his explanatory note.
The senator pointed out that in the previous years, the Philippines has used different slogans in promoting itself as a tourist destination.
These include ‘Wow Philippines’ in 2002, ‘Pilipinas Kay Ganda’ in 2010, ‘It’s More Fun in the Philippines’ in 2012, and most recently ‘Love the Philippines’ in 2023.
But Tulfo pressed that 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.’
According to the DOT, the slogan changes depend on the agency’s leadership, and the evolving priorities of the administration.