Govt prepares for rebranding of Philippine tourism industry

Govt prepares for rebranding of Philippine tourism industry

The government will rebrand the tourism event after President Marcos approved a five-year plan to boost the Philippines and transform it into a “tourism powerhouse.”

During a Malacañang briefing yesterday, Tourism Secretary Cristina Frasco said the government will unveil the country’s “enhanced” tourism slogan in the coming weeks, which will showcase the “heart and soul” of Filipinos.

“But we will first consult with our tourism stakeholders because their opinion is important to us,” Frasco told Malacañang reporters. “We are showing the best of the Philippines to the world because it is undeniable that we have indeed given the best of us to the world and while the DOT (Department of Tourism) has not come up with an enhanced tourism slogan as a village brand, I present to you Guaranteed, you will love it.

Earlier this month, Frasco said the DOT would launch a tourism brand to reinforce the country’s current slogan, “It’s More Fun in the Philippines,” which was coined under the late President Benigno Aquino III concept.

Late last year, the office of Paul Soriano, President Marcos’ creative communications adviser, launched a rebranding campaign that was used in an ad that ran on London buses during King Charles III’s coronation.

Advertisement, ‘We give the world our best. Philippines,” moderated by May Parsons, a Filipino-British nurse who administered the first COVID vaccination.

Critics questioned the link between vaccinations and tourism, but Soriano clarified that the ad was not meant to promote the country’s tourist destinations.

Former tourism secretary Richard Gordon has weighed in on a controversial ad promoting the Philippines in London.

In an interview with “The Chief,” Gordon suggested that the ad should use the tagline “Women of Wonder: May Parsons” or “WOW” to create features that Filipinos can promote without controversy.

Gordon noted that Filipinos are known to be the best at what they do, and using them to promote the country would be a smart move.

‘real. Filipinos are everywhere you go. They’re the best at what they do,” he said.

Marketing professor Matec Villanueva noted that from a marketing communications perspective, the ad was poorly conceived and lacked clarity.

When asked if there would be any changes to the country’s marketing strategy, Frasco replied, “The main change will be first and foremost the focus of the DOT will be to highlight the heart and soul of Filipinos that is evident in our culture, our festivals, Our food, the local products of our SMEs, our living cultural heritage, everything that makes us diverse and unique, and proud Filipinos.

Frasco said the proposed National Tourism Development Plan for 2023-2028 is the result of consultations between the Tourism Coordinating Committee and stakeholders in various regions of the country.

“We are grateful to the President for articulating his priorities for the development of the tourism industry early in his administration. This has led to a convergence between government agencies to fully support the growth of the industry, recognizing the toll of the pandemic and various disasters,” she said .

Frasco said the plan contains seven goals, focusing on key pillars of development that give the Philippines the opportunity to “become a tourism powerhouse.”

She said the goals involve not only promoting the Philippines, but also addressing fundamental issues of tourism development, including developing infrastructure, connectivity, digitization, equalization of tourism and promotion, enhancing the overall tourism experience and strengthening tourism governance.

“We are excited to launch the Filipino Experience in a few weeks, which gives our people the opportunity to not only experience our destinations, but reintroduce them to the hearts and souls of Filipinos through our festivals, our food, and more,” said F. Lasko said.

94 sites with free WiFi

Information and Communications Secretary Ivan Uy said the government will provide free internet access in 94 tourist destinations, noting that one of the challenges in boosting tourism in the Philippines involves digitization.

‘Minister of Tourism Frasco provided us with a list of tourist attractions that present connectivity challenges. So, with this list, within a few months, we will be able to deploy about 46 of the 94 destinations that will provide free internet connectivity,” Uy said.

According to Uy, having internet connectivity at tourist sites will enable tourists to share their experiences and help the government’s marketing efforts.

“A lot of tourists are also vloggers these days. They vlog their experiences while enjoying the places they visit. So it’s crucial that we provide them with internet connectivity,” he said.

Tourist spots that offer free internet access include Baguio City, Benguet; Bataraza, Brooke’s Point, Busuanga, Crown, Culion, El Nido, Narra, Port Princess, St. Vincent, and Taytay in Palawan; Malay in Aklan ; Districts, Villages, Hills, Mountains, Moalboal and San Francisco of Cebu.

Last year, tourism generated 1.74 trillion pesos from domestic and foreign tourism receipts and created 5.2 million jobs, Frasco said.

She expressed confidence that the Philippines will meet its target of 4.8 million international tourists this year, noting that 2 million foreign tourists had visited the country as of May.


Frasco said the Philippines is not inclined to reimpose stricter travel restrictions despite rising COVID cases nationwide.

Frasco said the Department of Transportation and all stakeholders will continue to adhere to minimum public health standards to prevent the spread of the virus in tourist destinations.

“The World Health Organization (World Health Organization) says the pandemic is over…We continue to support the Department of Health’s measures and keep our fellow Filipinos safe,” she said.

She said President Marcos wanted to continue reopening the country’s tourism industry, one of the sectors hardest hit by the pandemic.

“The direction for the Philippines is forward, and that is to ensure that we continue to open up the country to travel and tourism in the direction set by the president,” she said.

The World Health Organization said on May 5 that COVID-19 is no longer a global health emergency.

Marcos earlier said the government would not change the country’s COVID status following the World Health Organization’s announcement.

The Interagency Task Force on the Management of Emerging Infectious Diseases also said it does not recommend that the president resume wearing masks and other pandemic restrictions even as COVID-19 cases continue to rise.

Earlier this month, Marcos said the government might consider making masks mandatory again if health authorities recommend it.

However, Manila Mayor Honey Lacuna has reinstated the mandatory wearing of masks for city hall employees and visitors.

Baguio Mayor Benjamin Magalon has also renewed the requirement to wear masks indoors and in crowded places.

Copyright © 2022 PhilSTAR Daily, Inc Presented by SyndiGate Media Inc. (

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