PASAY CITY, Philippines — Senator Erwin Tulfo is pushing for legislative action to stabilize the country’s tourism identity by requiring an official campaign slogan to remain unchanged for a minimum of 15 years.
Tulfo introduced Senate Bill No. 2511, titled the “Philippine Tourism Campaign Slogan Act,” during a budget hearing for the Department of Tourism’s proposed 2027 allocation. The measure instructs the Department of Tourism (DOT) to collaborate with key stakeholders to create a unified slogan that would be integrated into local and national development frameworks while banning secondary promotional tags.
Addressing the Senate, Tulfo criticized the country’s habit of shifting promotional strategies across political transitions—citing past tags like “Wow Philippines,” “It’s More Fun in the Philippines,” and the current “Love the Philippines.”
He argued these constant updates hinder the country from forging a lasting brand abroad compared to regional peers.
”Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love… Wala tayong tatak, eh,” Tulfo pointed out.
Comparing the country’s approach to Malaysia’s long-running “Truly Asia” branding, Tulfo expressed concern over future administrative shifts resetting the country’s marketing image once again.
”Unlike Malaysia, “Truly Asia.” May mga ganun, eh. Maya-maya, pustahan tayo, ‘pag pumalit na naman ang administrasyon, hindi na love yan. What is going on in here?” he further queried.
The lawmaker observed that incoming Cabinet heads often replace previous campaigns to carve out personal legacies or detach themselves from former leaders. He warned that frequent overhauls dilute public familiarity and lead to unnecessary government expenditures for rebrandings.
“While changes in tourism campaigns may be intended to reflect evolving priorities and strategies, the frequent introduction and replacement of slogans may also result in discontinuity in the country’s tourism identity, dilute public familiarity and require substantial resources for rebranding and implementation,” the senator stated.
Tourism Secretary Dita Mathay expressed support for the bill, noting that fixed branding would benefit the nation’s marketing strategy and advocating for the retention of “Love the Philippines” due to its emphasis on Filipino warmth and hospitality.
Tulfo emphasized the need to accelerate broader tourism initiatives to drive visitor arrivals and boost economic growth.