MALACAÑANG on Wednesday cleared the way for the Department of Tourism (DOT) to change the Philippines’s tourism branding slogan, “It’s More Fun in the Philippines,” despite the agency’s piddling P3.5-billion budget for 2023.
In his veto message for the P5.3-trillion national budget for 2023 dated December 16, 2022, President Ferdinand R. Marcos Jr. said, “I likewise veto the proviso, ‘in no case shall the appropriations be utilized to change the tourism campaign slogan,’ under Department of Tourism (DOT)-OSEC, Special Provision No. 4, ‘Branding Campaign Program,’ Volume I-B, page 313, inasmuch as it intends to limit the exercise of the functions of the Executive Branch in implementing RA No. 9593 (The Tourism Act of 2009).
Under the same law, the DOT is mandated to be the primary planning, programming, coordinating, implementing, and regulatory government agency in the development and promotion of the tourism industry, both domestic and international. It is tasked to promote tourism as an engine of socioeconomic and cultural growth in the country.”
In separate statements, a lawmaker and tourism stakeholders urged the DOT to retain the “fun” branding slogan, to conserve financial resources and maintain a consistent message to attract tourists.
Senator Nancy Binay, chair of the Committee on Tourism in the Senate, said, “We respect the President’s power and prerogative to veto. Having been sidelined by the pandemic, we recognize the need to kickstart the tourism industry and push our persuasive power to sell the Philippines.”
She added, “We appreciate the promotions initiative of the DOT, but rebranding and marketing can be very costly considering that the DOT would be spending in millions of US dollars by just changing the slogan, not to mention the printing of marketing collaterals, global quad-media advertising placements, international and local sponsorships, travel and trade shows, and other below-the-line campaigns.”
Binay, who sponsored the DOT’s 2023 budget during Senate deliberations, said: “It is our commitment to equip the DOT with the necessary marketing tools, and provide essential funds to support its programs. But given the country’s financial challenges, changing to a new slogan at this time may not be a compelling argument. As much as possible, we don’t want potential tourists to be confused with constantly changing messages every time they watch our new ads on television and social media. We still hope that the DOT considers deferring its plan to ‘rebrand’ and replace the ‘It’s More Fun in the Philippines!’ campaign.”
For Tourism Congress of the Philippines President Jose C. Clemente III, “The stakeholders, on multiple occasions, and based on our regional consultations, have already made it clear that we prefer to keep the current slogan, as it has been effective in promoting tourism to the country, and we find it needless to change it.”
He added, “‘It’s More Fun in the Philippines’ captures the spirit of Filipinos, of ensuring all guests are welcome and enjoy their stay in the country. Our hospitality, famous throughout the world, provides the ‘fun’ in every tourist’s visit.” Under RA 9593, the TCP is mandated to represent tourism stakeholders nationwide.
The slogan was launched in 2012 under the term of Tourism Secretary Ramon Jimenez Jr., and has since gone on to win several major international advertising and tourism awards. Even during the pandemic, the DOT tweaked the slogan but kept the image and text of the “fun” visitor experience.
Tourism Secretary Christina Garcia Frasco early on in her term expressed preference to change the tourism slogan to reflect the heritage and culture of Filipinos. During initial deliberations on the DOT’s 2023 budget, Frasco promised Binay and Senator Koko Pimentel they will retain the “fun” slogan.
The DOT and its marketing arm, the Tourism Promotions Board, however, have not been using any “fun” branding campaigns in the international travel trade events they have been attending so far.