Over the years, the Department of Tourism has been planning and using memorable tourism campaign slogans to attract tourists and present the beautiful Philippines to the world.

And just recently, the Department of Tourism unveiled its new tourism slogan, “Love the Philippines.

Tourism Secretary Christina Frasco disclosed that this slogan aims to encourage every Filipino to remember the Philippines’ beauty, honor its past, and look forward to the future.

Noting this new tourism slogan, let’s take a look back at the previous campaigns that also brought a name to Philippine tourism.

1. “It’s More Fun in the Philippines”

The tourism tagline “It’s More Fun in the Philippines” was launched in 2012 by the chairman of an advertising company, David Guerrero.

Upon its reveal, it was announced to represent two things: the “fun” character of Filipinos and the Philippines as a place where people would have “more fun” than in another country.

With the goal of boosting the country’s global exposure, the campaign tapped the power of social media by launching its own website, which gained recognition and awards globally.

The campaign was seen as improving the country’s tourism numbers as it lasted for 11 years.

2. “Experience the Philippines”

In 2017, the Department of Tourism launched the “Experience the Philippines” campaign.

Instead of merely having “fun,” the Department wants to highlight the Filipino people, stressing that it’s the people that make one’s experience in the Philippines fulfilling and memorable.

The campaign also shifted its focus towards the unique experiences that the local destinations could offer.

Hence, the campaign was unfortunately short-lived as the tourism department rebranded and restored the “It’s More Fun in the Philippines” campaign in mid-2018.

3. “Pilipinas Kay Ganda!”

In November 2010, the “Pilipinas Kay Ganda!” campaign was launched by the Department of Tourism under the term of Tourism Secretary Alberto Lim.

The Department said that it used the word “Pilipinas” to capture the renewed pride and hope of the Filipinos.

They also added the phrase “Kay Ganda!” to spotlight the positive spirit among the people of the country.

However, the campaign was ordered by former President Benigno “Noynoy” Aquino III to be replaced following the controversy comparing the campaign’s logo to the Polish tourism slogan.

4. “Wow Philippines”

“WOW Philippines” was conceptualized in 2002 by then-Tourism Secretary Richard Gordon under Gloria Macapagal-Arroyo’s term.

The campaign attempted to highlight the tropical white-sand beaches and diverse attractions in the Philippines.

“WOW” stood for various catchphrases that could be changed according to the place that was to be promoted.

Examples of these catchphrases are “Wild Over Water,” which refers to adventures underwater; “Warm Over Winter” for Boracay escapades; and “Walk Our Walls” for Intramuros sightseeing.

The campaign lasted until 2010 and was considered successful as it managed to put the Philippines on the world tourism map for the first time.

These slogans might be just a display for souvenirs for some, but these words deliver a huge impact to our country as they not just encompass tourism but the overall image of Filipinos in other countries. Out of all these slogans, what is your favorite?