The Department of Tourism (DOT) celebrated its 50th anniversary on Tuesday with the launch of a new tourism campaign called “Love the Philippines.”
The campaign, which aims to showcase the country’s diverse and rich cultural and natural attractions, was unveiled by President Ferdinand Marcos Jr., DOT Secretary Christina Garcia Frasco, and other officials at the historic Manila Hotel.
DOT said the campaign was designed to adapt to the changing needs and preferences of travelers in the post-pandemic era, as well as to highlight the country’s potential as a destination for sustainable and inclusive tourism.
The campaign video, which features various scenes of Filipino culture, nature, and hospitality, was met with applause and cheers from the audience. It also features the campaign’s tagline: “Love the Philippines. It’s more than you think.”
According to the DOT, the campaign will be rolled out in phases, starting with domestic tourism promotion, followed by regional and international marketing.
The agency also said it will collaborate with other government agencies, local government units, private sector partners, and online platforms to implement the campaign effectively.
The DOT was established in 1973 by virtue of Presidential Decree No. 189. Since then, it has been responsible for developing and implementing policies and programs for the promotion and development of tourism in the country.