SEN. Erwin Tulfo has filed Senate Bill (SB) 2511, or the proposed Philippine Tourism Campaign Slogan Act.
Under the measure, the Department of Tourism (DOT), in consultation with relevant stakeholders, is mandated to formulate the country’s official tourism campaign slogan that would be used for a minimum of 15 years.
Tulfo said the legislation was prompted by concerns raised during the Senate budget hearing on the proposed 2027 budget of the DOT.
Citing the successive use of “Wow Philippines,” “It’s More Fun in the Philippines” and “Love the Philippines,” Tulfo said frequent changes weaken brand recognition and risk confusing international travelers.
”It seems like we’re the only country that keeps changing things with every administration. There’s ‘Love,’ then ‘More Love’... We don’t have a distinct brand,” he added.
Tulfo contrasted the Philippines’ approach with Malaysia’s long-running “Malaysia, Truly Asia” tourism branding.
Under SB 2511, the official slogan would be incorporated into national and local development plans, and used as the principal tourism campaign message, with supplementary campaign slogans prohibited.
Tulfo said frequent changes, while potentially reflecting shifts in government priorities, could result in discontinuity in the country’s tourism identity, weaken public familiarity with the brand and require significant resources for rebranding and implementation.
Tourism Secretary Dita Mathay expressed support for the proposal, agreeing that retaining a long-term slogan would provide greater continuity to the country’s tourism branding.
Tulfo stressed the need to accelerate tourism-related programs and initiatives to attract more foreign and domestic visitors, increase tourism receipts and maximize the industry’s contribution to economic growth.