TOURISM LEADERS TO DOT: ‘LET’S KEEP HA VING FUN’
ANUMBER of tourism s t akeholders want the Depar tment of Tourism ( DOT) to keep the country’s present branding as a “fun” destination, suggesting that a change in the slogan may not be warranted at this time.
Philippine Tour Operators Association ( Philtoa) President Fe Abling Yu told reporters on Wednesday that none of the stakeholder groups that met with Tourism Secretarydesignate Christina Garcia Frasco recently raised the need to change the country brand and slogan. “No, it was not an issue raised by any of us. But if the Secretary does have such a plan… maybe she will not totally change everything because, it’s indeed ‘more fun in the Philippines!’”
Aside from Philtoa, other national stakeholder groups that met with Garcia Frasco on July 27, as part of the latter’s “listening tour,” were the Tourism Congress of the Philippines, Philippine Travel Agencies Association, Pacific Asia Travel Association-philippines, the National Association of Independent Travel Agencies, among others.
The DOT chief confirmed the change in country branding and slogan, emphasizing, “We’re taking this very seriously and giving it just thought, taking into consideration also the change in circumstances since the pandemic, where people are now in search for substantial and immersive experiences that are anchored on a cultural experience….we want the brand to fully encapsulate all of these nuances of our country beyond having fun.” (See, “DOT pins hope on higher budget in 2023 to change country branding,” in the August 11, 2022.)
‘Still works effectively’
FOR his part, Rajah Tours President Jose C. Clemente III posted on his Facebook page, “‘It’s More Fun in the Philippines’ is more than a slogan for us stakeholders in the tourism industry. It is our battlecry. In my 30 years in the business, we have never had a slogan, which totally captures not only what the Philippines is all about, but also aptly describes what the Filipinos are. This image was instrumental in propelling the country to become one of the must-visit destinations in Asia.”
He added, “The slogan is meant to pique the curiosity of potential travelers and challenge them to find out why it IS more fun in the Philippines. It’s also a challenge to us as stakeholders to prove it and keep us on our toes to ensure that it is indeed fun to come to our shores. It is a slogan that still works effectively even after years of use. Other countries have stayed Amazing, Uniquely, Incredible and Truly Asia for years, without fail. I hope we can remain FUN a little bit more.”
Alice Queblatin, president of the Cebu Alliance of Tour Operations Specialists, likewise told the Businessmirror the branding or slogan was not raised during the Cebu stakeholders’ meeting with Garcia Frasco. “No, it didn’t come from us. In several occasions, right from the very beginning, even before the time of Berna [Romulo Puyat, former DOT Secretary], we wanted to be dedicated to a branding that will really stand the test of time, meaning, we cannot keep changing it.”
Supporting the initiative
MEANWHILE, the Philippine Hotel Owners Association (PHOA) is keeping an open mind to the possible branding change. Its Executive Director Benito C. Bengzon Jr. shared, “We support any branding initiative that will enhance the image of the country to the international and domestic markets. We would be interested to know more about the campaign from the DOT.”
Bengzon was DOT Undersecretary for Tourism Development when the “fun” slogan and branding campaign was launched in 2012, under then Secretary Ramon Jimenez Jr., a former award-winning advertising executive.