Philippine senators have urged the Department of Tourism to stick with a single marketing campaign to build long-term international recognition, pointing to long-running successes such as Malaysia’s “Truly Asia” tagline. Newly appointed Tourism Secretary Dita Angara-Mathay was asked about her plans for the current slogan, “Love the Philippines”, during a departmental budget hearing on Monday, the Philippine Star reported. Senate finance subcommittee chairman Erwin Tulfo suggested keeping the...
Philippines urged to adopt Malaysia’s lasting tourism strategy
Senators say changing national taglines with every election wastes resources and dilutes global recognition
Newly appointed Tourism Secretary Dita Angara-Mathay was asked about her plans for the current slogan, “Love the Philippines”, during a departmental budget hearing on Monday, the Philippine Star reported.
Senate finance subcommittee chairman Erwin Tulfo suggested keeping the current slogan rather than starting afresh.