In her recent visit to Cebu, Department of Tourism Wanda Corazon Tulfo-Teo revealed plans to introduce a new campaign slogan next year.
“She noted that it is normal to change the tourism brand when a new administration takes over,” reports Philippine News Agency.
The current Philippine tourism slogan, “It’s more fun in the Philippines,” was launched by former Tourism secretary Ramon Jimenez in 2012.
Arguably, “It’s more fun in the Philippines” is a popular slogan and the campaign has gained a lot of ground in promoting the country overseas.
This is why Cebu Association of Tour Operators president Edilberto Mendoza Jr. appealed to Teo to reconsider her decision.
“It would be difficult for the country to start introducing another slogan to the international market again,” he said.
In reaction to Mendoza’s appeal, DOT media director Ina Zara-Loyola said, “We appreciate everyone’s opinion on the matter, most especially our stakeholders and movers like CATO.”
However, she pointed out, “The direction of DOT is to work on a new marketing slogan, one that will reflect the new administration’s thrust and the changes happening under the leadership of President Rodrigo Duterte.”
“Our partners may rest assured that we will have consultations to acknowledge their valuable inputs,” she added.
For her part, Cebu Chamber of Commerce and Industry (CCCI) president Melanie Ng has expressed that she’s open to the slogan change.
“Maybe the new administration has fresh ideas they want to try out and launch. Whatever it will be, we hope it will be impactful and reflective of the beauty and brand of our country,” Ng said.
In any case, the Tourism Promotions Board, an attached agency of the Department of Tourism tasked with marketing the Philippines here and abroad, is still looking for a replacement for chief operating officer Chicoy Enerio who retired last month after three decades of public service.
“Enerio’s retirement comes at a time just as the Department of Budget and Management cut out TPB’s budget for 2017,” reports Stella Arnaldo on Business Mirror.
“Government sources said the DBM didn’t allot any budget for the TPB in 2017 because it will have ‘a lot of ending balances (i.e., unspent funds) from 2016. The TPB will just have to liquidate these since the DBM hasn’t remitted in full the agency’s allocations anyway,’” said the report.