Philippines urged to adopt Malaysia’s lasting tourism strategy
Philippine senators have urged the Department of Tourism to stick with a single marketing campaign to build long-term international recognition, pointing to long-running successes such as Malaysia’s “Truly Asia” tagline. Newly appointed Tourism Secretary Dita Angara-Mathay was asked about her plans for the current slogan, “Love the Philippines”, during a departmental budget hearing on Monday, the…
Senators in the Philippines have called on the Department of Tourism to adopt Malaysia's long-lasting tourism strategy and stick with a single marketing campaign, drawing inspiration from Malaysia's enduring "Truly Asia" slogan. Newly appointed Tourism Secretary Dita Angara-Mathay was asked about the current slogan, "Love the Philippines," during a recent departmental budget hearing, as reported by the Philippine Star.
Senate Finance Subcommittee Chairman Erwin Tulfo expressed support for retaining the current slogan rather than starting anew, noting that the Philippines has changed its slogan with every administration, a trend he doubts will continue after the 2028 presidential election. Comparing Malaysia's "Malaysia, Truly Asia" campaign, which has remained unchanged since 1999, to the Philippines' fluctuating slogans, Tulfo highlighted the country's efforts to improve infrastructure, gateways, and air connectivity ahead of the upcoming Asean Leaders' Summit.
Angara-Mathay advocated for retaining "Love the Philippines," citing its representation of the Filipino people's warmth and hospitality, while Tulfo filed a bill proposing that the Philippines retain an official tourism slogan for at least 15 years to prevent frequent rebranding, which he argued dilutes public familiarity and requires substantial resources.
Written by urgent.news from South China Morning Post's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
