Fernando ‘Ronnie’ Estrada: 𝐂𝐨𝐧𝐭𝐫𝐚𝐬𝐭𝐢𝐧𝐠 t𝐨𝐮𝐫𝐢𝐬𝐦 s𝐥𝐨𝐠𝐚𝐧𝐬: 𝐋𝐨𝐯𝐞 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬 𝐯𝐬. 𝐈𝐭’𝐬 𝐌𝐨𝐫𝐞 𝐅𝐮𝐧 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬
The Department of Tourism (DOT) has unveiled its new tourism slogan, “Love the Philippines,” which replaces the decade-old slogan, “It’s More Fun in the Philippines,” launched during the Aquino administration. This change has generated surprise and raised questions about the appropriateness of the new slogan, particularly in light of recent events that have cast a shadow over the country’s rule of law and governance. Let’s explore the contrasting perspectives surrounding these two slogans and their underlying implications.
“It’s More Fun in the Philippines”
The previous tourism slogan, “It’s More Fun in the Philippines,” was introduced during the Aquino administration and gained significant popularity. It highlighted the country’s vibrant culture, natural beauty, and warm hospitality, showcasing the Philippines as a destination where visitors could experience joy and excitement. Many attribute the success of this slogan to President Aquino’s reputation for integrity and honesty, which fostered a positive perception of the country among both domestic and international tourists.
“Love the Philippines”
The new tourism slogan, “Love the Philippines,” introduced by the DOT, aims to evoke an emotional connection and deeper appreciation for the country. While the intention behind the slogan may be to emphasize the beauty, diversity, and potential of the Philippines, critics argue that it disregards the current challenges the country faces, such as the alleged lack of rule of law, ongoing investigations, and cases of corruption involving high-ranking officials.
The Contrasting Realities
Some individuals express surprise and skepticism about the new slogan. They point to President Marcos Jr.’s alleged multi billion tax evasion and the ongoing Duterte’s investigation by the International Criminal Court (ICC) as factors that undermine the idea of loving the Philippines unconditionally. Other concerns include allegations of drug trafficking involvement by Philippine National Police officials, the persecution of former Senator Leila de Lima, the presence of convicted felons in elected positions, nepotism in government, and lavish presidential trips.
Integrity and Honesty
The contrasting views on the tourism slogans highlight the perceived differences between the Aquino administration and the current political landscape. President Aquino was widely regarded for his integrity and honesty, which influenced the perception of the Philippines as a safe, transparent, and accountable destination. The slogan “It’s More Fun in the Philippines” resonated with the positive sentiments associated with his leadership.
The change in the tourism slogan from “It’s More Fun in the Philippines” to “Love the Philippines” has sparked a debate regarding the country’s current realities and the appropriateness of the new messaging. While the former slogan captured the joyful spirit and positive image of the country, the latter slogan aims to evoke a deeper emotional connection. However, critics argue that the challenges facing the country, such as alleged corruption and lack of rule of law, should not be overlooked. The contrasting perspectives between these two slogans highlight the evolving nature of the Philippines’ tourism branding and the ongoing dialogue surrounding the country’s governance.