DOT plans to replace ‘It’s More Fun in the Philippines’ slogan

  • The DOT is planning to change the country’s tourism slogan by next year
  • “It’s More Fun in the Philippines” campaign was developed under ex-DOT Sec. Ramon Jimenez
  • The DOT targets 6 million tourist arrivals by the end of the year

The Department of Tourism (DOT), under Secretary Wanda Corazon Tulfo-Teo, is eyeing to replace the country’s current tourism slogan by next year.

DOT media director Ina Zara-Loyola explained the Department plans to come up with a new slogan that would reflect the reforms currently being implemented by the administration of President Rodrigo Duterte.

“The direction of DOT is to work on a new marketing slogan, one that will reflect the new administration’s thrust and the changes happening under the leadership of President Rodrigo Duterte. Our partners may rest assured that we will have consultations to acknowledge their valuable inputs,” Loyala explained to PhilStar.

However, some stakeholders of the country’s tourism industry warned that it would be difficult to introduce a new tourism brand for the country.

“It’s More Fun in the Philippines”, which was developed under Teo’s predecessor, former Secretary Ramon Jimenez, has been considered as one of the most effective tourism campaigns in the country.

“It would be difficult for the country to start introducing another slogan to the international market again,” Cebu Association of Tour Operators (CATO) president Edilberto Mendoza Jr. said.

Meanwhile, Teo had earlier defended the move by the DOT; saying it is normal for a tourism brand to be changed under a new administration.

The DOT Secretary also says she is confident that the country would reach its visitor arrival of 6 million by the end of the year.

”For 2016, our target is six million. So far, as of July we have already hit more than half. So we will hit the target or even more. We must shoot for the stars and maintain an upward trend in terms of visitor arrivals and revenues for the benefit of all stakeholders,” she said.