Support for the newly launched “Love the Philippines” tourism campaign has been sweeping across the nation. The enhanced tourism campaign recently launched by the Philippines has seen a wave of public approval, with social listening tool Sprinklr registering 59.1 million positive reactions and 28.9 million emotions associated with happiness and appreciation within the first 24 hours.
A report by News5 revealed that key personalities and officials have voiced their support for the campaign, including former Senator and Department of Tourism (DOT) Secretary Richard Gordon, who was responsible for the successful “WOW PHILIPPINES” campaign. He praised the campaign’s appeal and its call for Filipinos to love their country’s qualities beyond its physical beauty.
U.S. Ambassador to the Philippines, Marykay L. Carlson, joined the bandwagon, expressing her affection for the Philippines on Twitter. National government officials, including Senate President Juan Miguel “Migz” Zubiri, Senator Loren Legarda, House Deputy Speaker Ralph G. Recto, Senator Grace Poe, and Senator Francis “Chiz” Escudero, all shared their endorsement of the campaign.
In the first half of 2023, the DOT has recorded 2.67 million international visitor arrivals, with a goal of 4.8 million by the end of the year. South Koreans top the list of foreign visitors, followed by Americans, Australians, Japanese, and Canadians.
During 2022, tourism contributed 6.2% to the country’s GDP, generating PHP1.87 trillion in revenues. DOT Secretary Christina Garcia Frasco expressed her gratitude for the widespread support and dismissed notions of the campaign being a demand from tourists.
Veteran advertising executive Matec Villanueva, during an interview with Facts First with Christian Esguerra, highlighted the consideration of the target audience, primarily foreign tourists, in designing the campaign message.
The “Love the Philippines” campaign reflects a shift in tourist behaviors and motivations in the aftermath of the COVID-19 pandemic. Secretary Frasco stressed that the campaign reflects the new demands of the tourism industry and aims to cater to the “changed traveler.”
The concept behind “Love the Philippines” is backed by extensive market research. According to a Euromonitor study, modern travelers seek authentic experiences and connections to love. The campaign aims to provide a platform for foreigners to explore more about the Philippines, from its heritage, culture, history, food, experiences, and the warmth of its people.
Villanueva emphasized that modern advertising is based on research and data, and the conception of the new tourism campaign followed the same principles. She stressed the importance of satisfying tourists’ experiences and exceeding their expectations, which the DOT found to be often associated with feelings of love.