Love Barbados or Love the Philippines? | BusinessMirror and Ma. Stella F. Arnaldo

“No, it’s not,” said Tourism Undersecretary for Legal and Special Concerns Elaine Bathan whenasked if Liloan’s branding inspired the new tourism slogan. “It takes off from the change in what travelers now want [post-pandemic] like unique adventures…and what they love, they can find here,” she explained.

The public seemed generally averse to the new tourism slogan, describing it as a “demand” to tourists, with many on DOT’s own Facebook page commenting that the agency should keep “It’s More Fun in the Philippines.”Lawmakers also chimed in on Wednesday on the enhanced branding effort, which aims to reintroduce the country to the post-pandemic world.

“But it’s already there. As they say, if you love someone or something, you have to accept its inadequacies and are just willing to give it a chance—with the hope it works out,” she noted in a mix of English and Filipino. The DOT has an approved budget of P3.5 billion this year, of which P50 million was approved for the rebranding concept.

Albay 2nd District Rep. Joey Sarte Salceda airs his frustration on the apparent non-inclusion of Mount Mayon in the Philippines’ enhanced branding effort unveiled by the Department of Tourism.Meanwhile, Aileen Clemente, president of Rajah Travel Corp., and a former vice chair of the Tourism Congress of the Philippines said, “The point of branding is to differentiate us specifically from others. So what is the value proposition of the brand? That has to be clear.

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