Skift Take
In the face of escalating tourism competition across Southeast Asia, Philippines is diving headfirst into the notion that love is what makes the world go around. The archipelago is wholeheartedly capitalizing on this powerful sentiment to propel its tourism sector to new heights.
The Philippines on Tuesday unveiled its new tourism campaign, "Love the Philippines," marking a departure from its decade-long slogan, "It's More Fun in the Philippines.”
The rebranding aims to cater to the evolving needs of post-pandemic tourists by emphasizing authentic and immersive experiences.
The shift in branding also reflects a trend among Southeast Asian countries to stand out in the competitive global tourism market.
Fiji in its latest tourism campaign, "Where Happiness Comes Naturally," also celebrates local people, natural environments, culture, and authentic experiences.
Tourism Recovery in The PhilippinesThe Philippines, known for enduring the longest partial lockdown globally, faces a delayed recovery as it strives to regain its tourism momentum. In 2019, the country welcomed 8.3 million foreign visitors, with South Korea leading as the primary source market, followed by China and the U.S.
However, post-Covid, the revival of inbound tourism has been moderate. The country eagerly awaits the return of Chinese travelers while grappling with the challenge of high long-haul air