‘Love the Philippines’ slogan: Will it work?

THE Department of Tourism launched last week its slogan “Love the Philippines” in time for its 50th anniversary.

The DOT called it rebranding the Philippines with special emphasis on the issue of “love.”

This brought me to ask the question, who or what is the target of the DOT in launching its slogan of “Love the Philippines”?

Santa Banana, it would seem the DOT would like Filipinos to “love” the Philippines more than to make foreign tourists love the Philippines!

This is rather confusing.

Yes, we Filipinos should love our country.

But at the same time, how can foreign tourists love the Philippines without telling them what they should love about the Philippines?

I can admire Tourism Secretary Cristina Garcia Frasco for giving emphasis on “love,” but what would foreign tourists love about the Philippines that they should come here?

To me, this question of the word “love” misses the whole point in rewriting a new slogan to rebrand the country.

There have been some slogans done to rebrand the country, but for me, there’s no substitute to what the world knows what the Philippines is known for -- its famous beaches like Boracay, island resorts like El Nido and Panglao in Bohol.

I’m not saying here that “Love the Philippines” won’t work, with the special emphasis on “love,” which is a universal feeling.

But then, as I stated earlier, it would be more emphatic if DOT Secretary Frasco gave particular emphasis on what tourists would love to see in the country that they could not see elsewhere.

It is for this reason the DOT should be specific on what tourists would love about the Philippines, like India’s slogan “Incredible India” which gives emphasis on the many “incredible” experiences that India would give foreign tourists, the main target of rebranding the country as a tourist attraction.

It would be more emphatic if DOT Secretary Frasco gave particular emphasis on what tourists would love to see in the country that they could not see elsewhere

I’m not an expert in rebranding anything.

But, my gulay, being a DOT secretary, one must be like an excellent salesman who can even sell a refrigerator to an Eskimo.

Yes, there’s a need to rebrand the country, like selling something to the world which would entice foreigners to come to the Philippines.

And I still believe that more than anything the DOT must use all means of propaganda in selling the country to the world, like buying spots at CNN to attract foreign tourists.

In other words, a DOT secretary must realize that he or she must utilize all means to sell the country to the world.

It is for these reasons why the DOT must send, really send posters, selling devices, brochures worldwide to “sell” the country, and one of the means is to flood all Philippine consulates and embassies with propaganda materials.

Whenever I go abroad and visit Philippine consulates and embassies, more often than not, one of their main complaints is the lack of materials.

They are often asked by people getting visas to the country why the utter lack of brochures where tourists can go once they enter the Philippines, when there are so many things to see in the Philippines, the cultural wonders, the heritage sites, the wondrous island tours, resort beaches, diving spots and so many interesting places. Santa Banana, come to think of it tourism should be about selling the Philippines as a place of wonder.

The problem of PH

Yes, there are many things to love in the Philippines. The problem, however, is that while there are many things that tourists can love about the

By MaryKay Carlson

TODAY, July 4, Americans all over the world are celebrating the 247th anniversary of US independence. Here in the Philippines, we are also commemorating the 69th Philippine-American Friendship Day, making July 4 doubly special —a time to celebrate all that the Philippines and the United States have accomplished together as steadfast friends, partners in prosperity, and ironclad allies.

Since I arrived in July last year, I’ve had the opportunity to see the deep, multifaceted USPhilippine relationship at work.

During a recent trip to Cebu, I met talented new friends from the vibrant network of US exchange alumni in the Visayas.

In Ilocos Norte, I learned how our development efforts are improving energy efficiency standards, a key part of the Philippines’ clean energy transition.

Last October, I had the honor to share the stage with President Marcos in Tacloban to commemorate the Leyte Gulf landing, honoring our shared history; while during a