The Philippines’ tourism campaign “Love the Philippines” was recognized as Asia’s Leading Marketing Campaign at the 31st World Travel Awards (WTA) Asia and Oceania Gala Ceremony, held at City of Dreams Manila on Sept. 3.
Launched by the Department of Tourism (DOT) in June 2023 to mark its 50th anniversary, the new campaign aims to showcase the country’s cultural and natural offerings to international and local travelers.
The campaign highlights attractions – like beaches, dive spots, mountains, and festivals – to encourage visitors to explore the archipelago of over 7,600 islands. It also emphasizes connections through local experiences by building lasting ties between visitors and the destinations they visit.
In her speech, DOT Secretary Christina Garcia Frasco expressed her gratitude for the recognition from the World Travel Awards.
“This campaign is our way of communicating to the world what the Philippines is all about by going to the heart of every Filipino,” she added.
As one of Southeast Asia’s most popular travel destinations, the Philippines offers a variety of experiences. Travelers can visit bustling cities like Manila, explore Cebu’s beaches and historical sites, or enjoy natural wonders like Mt. Apo in Davao.
The “Love the Philippines” campaign positions these regions as attractive destinations for leisure and business travelers.
The Philippines, known as the “Pearl of the Orient,” promotes not only its well-known tourist spots but also emerging destinations. By appealing to both international tourists and local travelers, the DOT hopes to inspire a renewed appreciation for the country’s landscapes and culture.
The DOT has built its “Love the Philippines” campaign around four main pillars. First, biodiversity, as the Philippines is recognized for its rich ecosystems, being home to a wide range of plant and animal species, making it a biodiversity hotspot.
Second, the campaign highlights the country’s natural beauty, showcasing UNESCO World Heritage sites and well-known landmarks like Boracay’s beaches.
Third, festivals and culture play a significant role, with the country’s numerous cultural celebrations attracting visitors year-round.
Lastly, Filipino gastronomy, shaped by various cultural influences, is promoted as a key feature, emphasizing the unique flavors and local dishes that define the country’s culinary identity.
“Our chosen brand pillars guide us and all our regional offices and agencies in effectively promoting what to love about our country,” Frasco noted.
Complementing the “Love the Philippines” campaign are several DOT projects designed to improve the tourist experience. These include tourist rest areas, first-aid facilities, and the Tourist Assistance Call Center, which enhances safety and communication for both domestic and international travelers.
The DOT is also encouraging local travelers to explore more of the Philippines through the “Bisita Be My Guest” program, which offers incentives for Filipinos who invite foreign friends and family to visit the country.
Since the launch of the campaign, the DOT has actively promoted the “Love the Philippines” message abroad. The campaign has been presented at tourism events in Europe, North America, Japan, Korea, and China, where the Philippines showcased its attractions to international travelers.
Frasco said that the campaign’s global reach has been well-received by both Filipino communities overseas and international tourism stakeholders. The campaign has also garnered support from foreign governments, with partnerships promoting the Philippines across various media platforms in key markets.
The Philippines’ success at the World Travel Awards extended beyond the “Love the Philippines” campaign. The country also received recognition for top tourist destinations, including Intramuros as Asia’s Leading Tourist Attraction, Boracay as Asia’s Leading Luxury Island Destination, Cebu as Asia’s Leading Wedding Destination, and the Transformative Leadership Award for Frasco.
