DOT to come up with new tourism slogan — Frasco

The Department of Tourism (DOT) is set to come up with a new tourism slogan, Secretary Christina Frasco said on Tuesday.

Frasco was asked if there will be a change in the agency's marketing strategy following the approval of the National Tourism Development Plan for 2023-2028.

"The main change first of all is that the focus of the DOT will be to highlight the heart and soul of the Filipino that is evident in our culture, our festivals, our food, the local products of our small and medium enterprises, our living cultural heritage. Everything that makes us diverse and unique and a proud Filipino people that gives us pride of place," Frasco said at a Palace briefing.

"We are putting forth the best of the best of the Philippines to the world because it cannot be denied that we do give the world our best and while the DOT has not yet come out with an enhanced tourism slogan as that as a country brand, I assure you you’ll love it," she added.

Frasco said the slogan could be released "in the next few weeks."

"But we will make sure to engage in consultation with our tourism stakeholders first as their opinions matter very much to us," she said.

In September last year, Frasco said the Marcos administration had agreed to revisit the country's current tourism slogan and replace it with one that is reflective of the best qualities of the Filipino people and the Philippines.

While acknowledging the people behind the success of the "It's More Fun in the Philippines" campaign, she said the government should come up with a new one considering the effects of the COVID-19 pandemic. — RSJ, GMA Integrated News