Binay, Escudero: Give new tourism slogan a chance

Senators Nancy Binay and Francis Escudero said on Wednesday that the new Philippine tourism slogan should be given the chance to succeed.

In a statement, Binay, who heads the Senate tourism committee, said while she appreciated the initiative of the Department of Tourism to enhance its marketing pitch, a rebranding would entail a huge amount of funds.

“For me, it's a question of timing. Laging may kakambal na gastos ang pagbabago ng slogan—and it would entail a huge amount of US dollars to start and sustain a new campaign. Sa dami ng mga kailangang nating unahin at i-prioritize na pagkagastusan, we don't have sufficient funds to finance a re-brand,” Binay said.

“Kaso, nandyan na nga 'yan. 'Ika nga, 'pag love mo ang isang tao o bagay, tatanggapin mo anuman yung kanyang kakulangan, and willing ka pa rin bigyan ng chance—with the hope na mag-work out,” she added.

Escudero said the "Love the Philippines" slogan is "worth giving a chance" as the Marcos administration seeks to attract more international tourists to help the country recover from the effects of the COVID-19 pandemic.

“The last thing I want is for our country and people to be seen bickering about our slogan in front of foreigners/tourists—our putative market. I refuse to be part of any such thing until we have given it a chance,” he said in a statement.

“While I believe in the saying ‘if it ain’t broke, why fix it?’ I am willing to give it a chance,” he added.

Escudero said that while the previous campaign "It’s More Fun in the Philippines," which was launched in 2012, had worked well for the country, the effectiveness of a slogan depends on many factors, such as a destination’s unique offerings, target audience, and marketing strategy.

Further, he said that a good tourism slogan should be catchy, memorable, and convey a positive message that captures the essence of the destination.

“My personal favorite is ‘Incredible India,” he said. “This slogan, for me, works well because it is simple, memorable, and accurately capture the essence of the destination it represents.''

Escudero and Binay said they both expect that "Love the Philippines'' has been well vetted by the DOT officials and its partner agencies.

No Mayon in DOT ad? 

Meanwhile, Albay 2nd District Representative Joey Salceda lamented the supposed exclusion of the Bicol Region from the new tourism advertisement of the DOT.

“Dear Sec. Frasco, why no Mayon in DOT Love the Philippines. And the whale shark most likely in Oslob, Cebu, so no Bicol? Sino po [m]ay pakana nito- No love for Albay, no love for Bicol. Thank you na lang. Albay tourism will thrive without you,” the congressman wrote on Facebook.

He also expressed his disappointment with Tourism Secretary Christina Frasco.

“I remain disappointed in my friend Secretary Frasco for the exclusion of Mayon Volcano in the new official tourism video of the Philippines…Secretary Frasco, ask all your predecessors in the DOT. Mayon deserved better treatment. You failed Albay -- but this can be rectified,” he said in a statement.

Salceda said that Mayon is a national symbol and a national treasure, noting that it is one of only three United Nations Educational, Scientific and Cultural Organization-declared biosphere reserves in the country.

“I express this frustration because tourism is disproportionately more crucial in Albay, and Bicol at large. This is how thousands of Albayano families make a living. It would not have cost much to include just a scene of Mayon, but it would have meant the world to Albay families relying on tourism for their bread and butter,” Salceda said.

“Per capita, Albay is one of the country's most important tourist destinations. Pre-pandemic, it attracted 1.32 tourists per resident, when the top region, Central Visayas, attracts just 1.17, and the national average being 0.55,” he added.

Salceda said it would have helped improve the government's value-for-money for Bicol International Airport, which was tagged as the “most scenic international gateway in the country,” to promote Mayon and Albay.

“Mayon deserves better than a pixel in the logo where you need strained eyes to see it,” Salceda said.

'Just the beginning,' says Frasco

Speaking to GMA Integrated News' Vicky Morales on "24 Oras" on Wednesday, Frasco recognized Albay's contributions to the Philippine tourism industry and said initiatives are being taken to promote all destinations "equally.''

''The tourism video that has just been released by the Department of Tourism is only the beginning, for indeed there is just so much to love about our country,'' Frasco said.

''I assure Congressman Joey Salceda na patuloy po 'yung ating effort to promote equally our destinations in the country. This is just the beginning to give the world a flavor and a taste of the Philippines.''  —VBL, GMA Integrated News