The Philippines could keep its official tourism slogan for at least 15 years under a measure filed by Sen. Erwin Tulfo, as the lawmaker seeks to prevent frequent changes in the country’s tourism branding with every new administration.
Tulfo filed Senate Bill No. 2511, or the “Philippine Tourism Campaign Slogan Act,” following a budget briefing on the Department of Tourism’s (DOT) proposed 2027 budget, which he presided over.
The measure seeks to institutionalize the country’s official tourism campaign slogan and require the DOT, in consultation with relevant stakeholders, to formulate a slogan that would remain in use for at least 15 years.
Tulfo said the country has repeatedly changed its tourism campaigns, citing “Wow Philippines,” “It’s More Fun in the Philippines” and the current “Love the Philippines” campaign.
“Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love… Wala tayong tatak, eh,” Tulfo said.
He also cited Malaysia’s “Truly Asia” campaign as an example of a tourism slogan that has provided a consistent identity for the country.
“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 said.
Tulfo said frequent changes in tourism branding could weaken the Philippines’ recognition among international travelers. He also criticized what he described as a practice of new Cabinet officials replacing campaigns associated with their predecessors.
Under the proposed law, the official tourism slogan would be incorporated into national and local development plans. The measure would also prohibit the use of supplementary campaign messages.
Tulfo said the proposal is intended to address the potential effects of repeatedly changing the country’s tourism branding.
“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,” he said in the bill’s explanatory note.
Tourism Secretary Dita Angara-Mathay expressed support for the proposal during the budget briefing. Angara-Mathay has served as tourism secretary since April 2026.
She agreed that retaining a permanent slogan such as “Love the Philippines” would be beneficial, saying the campaign reflects the warmth, care and hospitality associated with Filipinos.
Tulfo also called for stronger tourism-related initiatives to attract more visitors and increase tourism-generated income for the Philippine economy.
The DOT has used “Love the Philippines” as the country’s tourism campaign since 2023, replacing “It’s More Fun in the Philippines,” which had been used since 2012.
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