TULFO PROPOSES PERMANENT PH TOURISM SLOGAN

admin October 1, 2026

SENATOR Erwin Tulfo has filed Senate Bill no. 2511 known as the “Philippine Tourism Campaign Slogan Act” to institutionalize the country’s tourism branding saying that the country’s global identity should not be treated like a playground for changing administrations.

The proposed measure follows the budget briefing on the proposed 2027 budgets of the Department of Tourism (DOT) where Tulfo, who presided over the said hearing expressed frustration over the historical inconsistency of the country’s tourism campaigns.

He noted that the constant shifting from “Wow Philippines” to “It’s More Fun in the Philippines,” and now to “Love the Philippines,” damages national brand recognition and confuses global travelers.

“Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love… Wala tayong tatak, eh,” Tulfo pointed out.

“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 senator also criticized the apparent habit of newly appointed cabinet officials discarding previous slogans simply to claim personal creditor erase the legacy of their predecessors.

To break this cycle, Tulfo’s bill mandates the DOT, in consultation with relevant stakeholders to formula the Official Tourism Campaign Slogan for at least 15 years.

The slogan will be used across national and local development plans, prohibiting supplementary campaign messages.

“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.

DOT Secretary Dita Mathay expressed full support for Tulfo’s legislative proposal.

Mathay agreed that locking in a permanent slogan like “Love the Philippines” is ideal, as it directly mirrors the globally renowned warmth, care, and hospitality of the Filipino people.

Tulfo then highlighted that tourism-related initiatives must be ramped up to attract more tourists and generate more income for the country’s economy.