June 21, 2024

Apart from the sweltering heat of Manila, one of the most significant adjustments I encountered was gaining a broader perspective on tourism management and foresight. A lot often perceive tourism as straightforward to handle, without realizing its critical role as the second-largest driver of economic growth in our country. Under the leadership of Sec. Maria Esperanza Christina Garcia Frasco, who heads the tourism industry in the Philippines, a new national brand was introduced: “Love the Philippines.” The launch of this tourism brand sparked substantial feedback and drew comparisons to past Philippine tourism campaigns. Even the graphic design of the slogan faced scrutiny and was occasionally misunderstood.
During my internship at the Department of Tourism, where I worked extensively with various documents, attended numerous meetings, and participated in multiple events, I came to appreciate countless reasons why one should indeed love the Philippines.
For those who believe that working in the Philippine tourism industry requires minimum energy, my internship experiences shattered that notion. Every decision made by the DOT was subject to scrutiny by fellow Filipinos. The primary concern of DOT employees was not to disappoint the Filipinos. After all, how could we effectively promote our country if there are constant doubts, questions, and comparison among us? Pleasing over 118 million Filipinos with every promotional effort and development initiative has never been an easy task.
To me, the phrase “Love the Philippines” embodies profound significance. It transcends the mere notions of the country being a destination for leisure, culinary delights, or career opportunities. Instead, it symbolizes a place where love permeates every aspect of life. It’s a sanctuary where we can cultivate self-love, forge meaningful connections with others, appreciate and preserve the natural beauty that surrounds us, and embrace a spirit of service towards our communities.
The campaign’s graphic design is a kaleidoscope of vibrant colors, showcasing a diverse array of Philippine destinations, fascinating creatures, delectable dishes, and exciting activities. This visual explosion reflects a powerful message; the very essence of the Philippines is its richness and variety. It’s not about choosing one singular symbol – every aspect, from breathtaking landscapes to unique wildlife, from mouthwatering cuisine to thrilling adventures, contributes to the Philippines’ unparallel appeal.
The abundance isn’t just a visual feast; it’s a source of national pride. Each element is worth celebrating and sharing with the world. It’s a reminder that Filipinos have so much to brag about, not just in terms of tourism, but also in terms of culture, heritage and natural beauty.
However, the campaign goes beyond mere bragging rights. It encourages a deeper sentiment: Love. The Philippines isn’t just a collection of tourist destinations. Love, for the Philippines, is the foundation for the country’s success and the well-being of its people. By fostering love for our nation, we nurture its potential and ensure a brighter future for all Filipinos.