Inspired By Love, DOT Unveils Murals Featuring Breathtaking Sites, Rich Biodiversity

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The Love Biodiversity mural by Island Artists Boracay displays the world-renowned island’s main attractions and rich wildlife. Photo by the Department of Tourism

Driven by the passion to let future generations witness the beauty of the Philippines, the Department of Tourism (DOT) unveiled a series of murals that featured not only breathtaking tourist sites across the country but also its rich natural wonders.

From July to October 2024, DOT’s regional offices led their respective celebrations of “Love Inspired: The Philippines, a Canvas of Biodiversity” in 16 locations, all popular tourist destinations.

The events, also called Love Biodiversity Day 2024, highlighted the launch of murals made by local artists and activities that raised the awareness of tourism stakeholders and local communities about taking care of the environment.

Among the tourist spots that joined the event was the world-famous beach and dive destination Boracay, which takes pride in its powdery white sand and crystal-clear waters.

The Love Biodiversity 2024 mural along Magsaysay Boulevard in Tacloban City that DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing called a “visual road trip to Eastern Visayas.” Photo by the Department of Tourism

Made by Lito Panganiban and Japs Avelino of Island Artists Boracay, their mural showed the island’s various attractions like the sandcastle, the Boracay Keyhole, Willy’s Rock, and the paraw sailboat, as well as the island’s wetland and marine residents like the sea turtle and clownfish.

“This vibrant mural showcases the region's lush flora and fauna, majestic landscapes, and vital marine environments, serving as a poignant reminder of our unique biodiversity,” according to the DOT’s Region 6 or Western Visayas office.

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing (middle), Clark Development Corporation President and CEO Agnes Devanadera (third from right), DOT-Region 3 Director Richard Daenos (second from right), and other guests join hands as they present the mural made by Placid Studio displayed at Clark Museum. Photo from Facebook/Department of Tourism – Region 3 Office

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing (left) and former DOT – Ilocos regional director Joseph Francisco Ortega unveiled the Love Biodiversity 2024 mural in the municipality of Bauang. The painting shows a thriving mangrove forest with a walkway, as well as La Union’s popular product grapes. Photo by the Department of Tourism

Aside from being an award-winning destination including Asia’s Leading Luxury Island Destination in the World Travel Awards 2024, Boracay is “home to numerous native species of trees such as Narra, Ipil, Kubi, Antipolo, Isis, Sakat, Balakat, Katmon, and Bakawan Dagat,” as well as “344 bird species (both native and migratory), 55 reptile species, around 39 bat species, 51 frog species, and 25 species of medium and large-sized mammals, all adding to the rich and vibrant marine life of the area,” said DOT-Region 6 Director Crisanta Marlene Rodriguez.

The emerging tourism and events hub Clark in the province of Pampanga, also known as the culinary capital of the Philippines, participated in the mural reveal.

The mural created by artists from Placid Studio “honors the region's biodiversity, featuring the pawikan of Morong, Bataan, mole cricket (kamaru) of Pampanga, Acacia trees and crows of Clark, the Aeta community, Mount Pinatubo, and the waterfalls of Aurora,” according to information from the Tourism Promotions Division of the Clark Development Corporation.

It also carried the DOT’s tourism slogan “Love the Philippines.”

The DOT’s flagship campaign Love the Philippines is prominently displayed in the Love Biodiversity 2024 mural made by Paschal Artista. The painting, found at the Anilao Port in the municipality of Mabini in Batangas, features the rich marine life in the waters of Anilao. Photo by the Department of Tourism

Meanwhile, Tacloban City in Leyte province – which was among the areas leveled to the ground by Super Typhoon Yolanda (Haiyan) in 2013 – also hosted a mural for Love Biodiversity Day 2024.

Located along the scenic Magsaysay Boulevard, which faces Cancanato Bay, local artists Kim Clinton Gonzales and Andrew Abainza finished the majority of the mural, which was later on finished by local and national government officials and other guests by painting more elements during the launch itself.

The mural “featured various protected landscapes and seascapes, including Biri Larosa, Calbayog-Pan-As Hayiban, Samar Island Natural Park, Guiuan, as well as the San Juanico Bridge, Mt. Naliwatan, Lake Danao, Mahagnao Volcano, Cuatro Islas, and Sogod Bay,” said a report from the Philippine Information Agency.

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisubming even called the artwork “a visual road trip to Eastern Visayas.”

In Mindanao, the culture-rich regions of Davao and the SOCCSKSARGEN area hosted two murals that showed the island’s diverse flora and fauna, including the Philippine eagle.

The 18-meter Love Biodiversity Day 2024 mural in Region 11 can be found inside the Mt. Hamiguitan Natural Science Museum, and made by members of the Kwadro-Uni Arts and Outdoors Club of the Davao Oriental State University, according to the DOT’s Davao Region. It shows the panoramic view of Mt. Hamiguitan, seemingly being guarded by a Philippine eagle on top.

“The mural depicts the diverse flora and fauna of Mt. Hamiguitan. It also serves as a testament to Davao Region's commitment to continuing its efforts to preserve and cultivate its rich biodiversity,” it said.

Meanwhile, the 50-meter portion of the Surallah-Lake Sebu Road in South Cotabato was transformed into a canvas by members of the Kudlit South Cotabato and Ko’Gon Visual Artists of Koronadal, which “showcases the breathtaking biodiversity of South Cotabato and the natural wonders of Lake Sebu, reminding us of the importance of protecting these treasures,” said the DOT’s SOCCSKSARGEN office.

Aside from the inauguration of Love Biodiversity Day 2024 murals, select DOT regional offices also held activities engaging both officials and stakeholders to become more involved in preservation and sustainable tourism.

In Dipolog City, Zamboanga del Norte, where the mural for Region 9 or Zamboanga Peninsula was unveiled, guests took part in the coastal cleanup along Dipolog City Boulevard.

Officials and tourism stakeholders also planted more than 200 seedlings of mangroves during the launch of the Love Biodiversity Day 2024 murals in the province of La Union and Iligan City, Lanao del Norte. According to CURMA, a group that advocates primarily the conservation of sea turtles and joined the launch in La Union, mangroves can help “prevent soil erosion, protect fish landing zones, enhance biodiversity, and absorb carbon. "

Guests were also taught to weave hats made of coconut leaves during the Love Biodiversity Day 2024 mural unveiling in Batanes, among the Philippines’ most breathtaking destinations.

Other “Love Biodiversity Day 2024” murals were also launched at the diving site in Anilao Batangas, in the province of Marinduque which is said to be the geographical center of the Philippines, in the “abaca capital of the Philippines” Catanduanes, in the “summer capital of the Philippines” Baguio City, in Dumaguete City in Negros Oriental known as the “center of learning in the South,” in the province of Agusan del Sur rich in natural attractions and wildlife, and in Arroceros Park that is known to be the “last lung” of Philippine capital Manila.

The DOT pointed out that its regional offices “are the number one proponents of sustainable tourism in the Philippines, along with concerted efforts from the private sector.”

Assistant Secretary Quisumbing declared that each unveiled mural “serves as a powerful reminder of our collective commitment to conservation, emphasizing that every action counts in preserving our environment.”

“By making small changes in our daily lives—such as adopting a more sustainable lifestyle and supporting local conservation efforts—we have the power to foster positive change together,” she said.

She added the public – including tourists, officials, and other stakeholders – “can redefine tourism by making it a force for good.”

LOVE DIVING: DOT launches Philippine Dive Experience in Anilao, Batangas

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The maiden Philippine Dive Experience was formally inaugurated with the symbolic Banging of Air Tanks, led by Tourism Secretary Christina Garcia Frasco alongside esteemed members of the diplomatic corps in Anilao, Mabini, Batangas on Thursday (November 27) to reinforce the Philippines’ position as a premier global destination for diving and marine biodiversity exploration.

(From left to right) Vietnam Ambassador Lai Binh and wife Mme. Nguyen Thuy, Thailand Ambassador Tull Traisorat, Malaysia Ambassador Malik Melvin, New Zealand Ambassador Dr. Catherin McIntosh, India Ambassador Harsh Kumar Jain and wife Mme. Vandana Jain, DOT Secretary Christina Garcia Frasco and her son, Bangladesh Ambassador F. M. Borhan Uddin, South Korea Ambassador Lee Sang Hwa and wife Mme. Lee Eun Hwa, Laos Ambassador Sonexay Vannaxay, and Sri Lanka Ambassador Chanaka Talpahewa show the “love” gesture during the launch of the first Philippine Dive Experience program in the popular dive destination Anilao in Mabini, Batangas on November 28, 2024. Photo by the Department of Tourism

The tourism chief was joined by high-ranking diplomats including South Korean Ambassador to the Philippines H.E. Lee Sang Hwa, Bangladesh Ambassador to the Philippines H.E F.M Borhan Uddin, Indian Ambassador to the Philippines H.E. Harsh Kumar Jain, Lao-PDR Ambassador to the Philippines H.E. Sonexay Vannaxay, Malaysian Ambassador to the Philippines H.E. Malik Melvin, New Zealand Ambassador to the Philippines H.E. Catherine McIntosh, Sri Lanka Ambassador to the Philippines H.E Chanaka Talpahewa, Thailand Ambassador to the Philippines H.E. Tull Traisorat, Vietnam Ambassador to the Philippines H.E. Lai Binh, as well as diplomatic and consular corps from Cambodia, China, France, Indonesia, and the United States of America.

DOT Secretary Christina Garcia Frasco introduces the Philippine Dive Experience program, saying “The Philippine dive experience is not just about exploring the depths of our oceans. It's about celebrating the depth of our culture, the strength of our partnerships and the warmth and love of the Filipino people.” Photo by the Department of Tourism

The DOT celebrated a banner year for Philippine diving, earning the title of World’s Leading Dive Destination for the sixth consecutive year at the World Travel Awards. The country also received accolades such as Best Dive Destination at the TripZilla Excellence Awards and Best Diving Destination at the Diving Resort Travel Show.

DOT Secretary Christina Garcia Frasco (middle, in white attire) shows the “love” sign while her fellow DOT officials, those from the local government of Mabini municipality and Batangas province, and ambassadors from Vietnam, South Korea, Malaysia, Sri Lanka, New Zealand and India, among others, cheer on during the launch of the inaugural Philippine Dive Experience program in popular dive destination Anilao in Mabini, Batangas on November 28, 2024. Photo by the Department of Tourism

Certified divers explored Anilao’s vibrant underwater landscapes, including the LOVE Reef—an artificial reef created through community-driven conservation efforts. Non-divers were introduced to the underwater world through guided scuba experiences, offering an immersive glimpse into the Philippines’ marine treasures.

A coastal cleanup at Anilao Pier emphasized the DOT’s commitment to sustainable tourism.

Samsung harnesses AI-powered health for Filipinos with the Galaxy Watch Marathon It’s happening in Manila on October 6 and in Cebu on November 24

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Samsung Philippines is thrilled to help Filipinos break through their fitness limits as the official title sponsor of two of the country’s premier running events: the Galaxy Watch Manila Marathon and the Galaxy Watch Cebu Half-Marathon. This is the second time that Samsung and Runrio have banded together to nurture the growing running culture in the country, with the AI-powered Galaxy Watch as the fitting wellness partner of runners nationwide.

Organized by RUNRIO and in partnership with the Department of Tourism (DOT), the Galaxy Watch Manila Marathon is happening on October 6 at the SM Mall of Asia Complex, featuring a route that takes racers through iconic landmarks and vibrant neighborhoods to celebrate the metro’s rich heritage and dynamic spirit. 

Meanwhile, the Galaxy Watch Cebu Half-Marathon on November 24 will start and end at the City di Mare by Filinvest and allow participants to appreciate the scenic seascape of Cebu as they pass through the Cebu-Cordova Link Expressway, the country’s longest and tallest bridge.

To help runners learn the fundamentals of competitive running and train for the races, Samsung has also launched the Galaxy Watch Run Club, uniting aspiring racers with a kickoff event in Makati City. The six-session program aims to boost performance and camaraderie through training and fitness challenges, with their performances advanced metrics from the Galaxy Watch Ultra and Watch7.

These devices have an advanced Dual Frequency GPS system that lets users map out routes and track real-time positioning, as well as functions that help track performance, like the Watch Ultra’s Multi-sports Tile which tracks multi-course workouts for a triathlon - from swimming to cycling to running. Also, the Galaxy Watch7 is tailored for everyday wellness with over 100 workout tracking options and personalized fitness plans through its Workout Routine feature.

Members of the Galaxy Run Club also get exclusive discounts on these devices, further enriching their training experience. The club is also expanding to Cebu - runners that complete three sessions earn 20% off their marathon registration, while those completing five sessions unlock exclusive merchandise or a free slot in the Manila or Cebu runs.

Delivering Better Wellness on your Wrist with Galaxy AI

The Galaxy Watch Ultra is the ultimate fitness companion, featuring a Titanium Grade 4 frame and 10ATM water resistance, ideal for extreme conditions, while its Dynamic Lug System enhances comfort for activities from deep-sea swimming to high-altitude cycling.

Additionally, new Functional Threshold Power (FTP) for cycling measures maximum cycling power in 4 minutes using AI-powered metrics tailored to you, while the Quick Button allows instant workout starts, function customization, or activating an Emergency Siren. It also boasts the longest battery life in the Galaxy Watch series, lasting up to 100 hours in Power Saving and 48 hours in Exercise Power Saving mode.

Meanwhile, the Galaxy Watch7 also delivers comprehensive health insights, including advanced sleep analysis and the FDA-authorized Sleep Apnea feature. Real-time heart rate monitoring, ECG, and Blood Pressure (BP) tracking are all included, providing users with a deeper understanding of their health.

These advanced, in-depth monitoring and tailored insights are made possible thanks to a BioActive Sensor that offers increased accuracy and comprehensive readings. For the first time, Galaxy Watch7 even allows users to conveniently track advanced glycation end products (AGEs) with an AGEs Index. Strongly influenced by diet and lifestyle, AGEs reflect your overall biological aging process and provide an indication of metabolic health.

"Samsung aims to inspire users to improve their lifestyle with Galaxy AI being in our mobile and ecosystem devices, providing Filipinos with personalized insights to enhance their wellness routines," said Samsung Electronics Philippines Head of Mobile Experience Blue Avelino. "We're also excited to foster fitness communities, as seen in our Run Club launch and participation in the Manila Marathon and Cebu Half-Marathon, reflecting our commitment to the running community."

Purchase the Galaxy Watch Ultra and Galaxy Watch7 40mm and 44mm this September and get a free band or get up to 30% off with every purchase of select Galaxy smartphones. Then join Samsung in celebrating health and fitness at the upcoming Manila and Cebu Half-Marathon by signing up at the official websites: Manila Marathon and Cebu Half-Marathon. For more information on Galaxy Watches, visit www.samsung.com/ph/.

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DTI Fair Trade Permit No. FTEB-198741 Series of 2024

DTI Fair Trade Permit No. FTEB-198741 Series of 2024

TPB hosts Pasasalamat 2024, an Exclusive Media and Influencers Appreciation Day

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The Tourism Promotions Board (TPB) Philippines organized a one-of-a-kind Thanksgiving event for its media partners and content creators on 18 January 2024 at the BGC Immersive Exhibit in Taguig City, an event dedicated to expressing gratitude for their unwavering support of the tourism industry and their attendance and coverage of TPB events throughout the year.

Photo from Tourism Promotions Board Philippines

Guests witnessed an immersive experience of the country’s tourism campaign “Love the Philippines” from a tableau of cultural performances from Luzon, Visayas, and Mindanao to a visual-auditory 180-degree experience with the Philippine Virtual Tours. The main hall had a 360-degree immersive screen, showing a vibrant and interactive presentation of TPB Chief Operating Officer Maria Margarita Montemayor-Nograles on the agency’s 2023 achievements and upcoming programs.

“The keys to any successful endeavor are strong partnerships and collaboration. We hope that we can continue to count on your support as we promote our beautiful country together. Thank you for being part of our 2023 journey and we look forward to sharing more of our country’s amazing stories so we can show the world all the reasons to see and love the Philippines,” said TPB COO Nograles.

Department of Tourism (DOT) Secretary Christina Garcia Frasco, in her keynote remarks, lauded Nograles’ exemplary leadership in tourism promotions towards the agency’s outstanding achievements in 2023. She also emphasized the crucial role of the media and social media in promoting the country’s tourism brand and recognized their power to disseminate positive news about the country. She underscored how influencers play a vital role in destination marketing, inspiring travelers worldwide to explore both renowned and lesser-known tourist destinations.

In attendance were esteemed guests including DOT Undersecretary Ferdinand Jumapao, media, influencers, content creators, and travel bloggers. The Ramon Obusan Folkloric Group also delivered a lively performance in the immersive halls.

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About TPB Philippines

An attached agency of the Department of Tourism, the Tourism Promotions Board (TPB) is dedicated to promoting the Philippines both domestically and internationally as a world-class tourism and MICE (Meetings, Incentives, Conferences, Exhibitions) destination. TPB collaborates closely with private and public stakeholders to provide an exceptional, high-value experience for visitors, contributing significantly to increased tourist arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

Philippines gears up to participate at ASEAN Tourism Forum 2024 in Lao PDR

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The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) are gearing up to present the Philippines’ rich and diverse tourism offerings at the ASEAN Tourism Forum (ATF) 2024 on January 22 to 27 in Vientiane, Laos.

The ATF is a cooperative regional effort to promote the Association of Southeast Asian Nations as one tourist destination. With the theme "Quality and Responsible Tourism - Sustaining ASEAN Future," the Philippines is poised to showcase its tourism offerings and highlight its resolute commitment to sustainable and responsible tourism practices.

"The ASEAN Tourism Forum is an excellent opportunity for the Philippines to present our distinct tourism offerings to a global audience while also highlighting our efforts to promote sustainable tourism,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “We are optimistic that ATF 2024 will be a springboard to significantly drive tourism growth and collaboration within the ASEAN region.”

ATF 2024 will serve as a platform to drive discussions among government bodies and private sector organizations on advancing sustainable tourism and eco-friendly practices in the ASEAN region. Alongside these discussions, the forum will also host a three-day Travel Exchange (TRAVEX) from January 24 to 26 to facilitate business-to-business meetings and trade and promotion of ASEAN destination products and services.

At TRAVEX, the Philippine delegation will be represented by 15 local exhibitors from the airline industry, hotels and resorts, tour operators/destination management companies, and convention center. Notable exhibitors in the accommodation sector include the Lihim Resorts, El Nido by Araw Hospitality Inc., Best Western Plus Metro Clark, Bluewater Maribago Beach Resort, Jpark Island Resort & Waterpark Mactan Cebu, Tambuli Seaside Resort and Spa, Araneta Hotels Inc. (Novotel Manila Araneta City), AJ Coffee and Bed (Kaulayaw Coffee), and ALI Makati Hotel Property Inc - Raffles and Fairmont Hotel Makati.

Tour operators and destination management companies include Quasar Travel and Tours, Uni Orient Travel Inc., Marsman Drysdale Travel, Inc., Annset Holidays Inc., and CTPH Tour. SMX Convention Center, one of the country’s MICE suppliers, will also join the exhibitors’ lineup, while the airline industry will be represented by the Philippine Airlines.

Moreover, the Philippines will present comprehensive updates on the country's tourism industry during a media briefing session slated on January 24.

In a bid to amplify the Philippines’ presence on the global stage, the TPB and DOT will host a late-night function for international buyers, Philippine private sector sellers, and international media attendees on January 26 where guests will savor a blend of traditional Philippine and Laos cuisine while enjoying spectacular cultural performances.

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About TPB Philippines

An attached agency of the Department of Tourism, the Tourism Promotions Board (TPB) is dedicated to promoting the Philippines both domestically and internationally as a world-class tourism and MICE (Meetings, Incentives, Conferences, Exhibitions) destination. TPB collaborates closely with private and public stakeholders to provide an exceptional, high-value experience for visitors, contributing significantly to increased tourist arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

TPB’s PHITEX program wins National Tourism Initiative of the Year

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The Tourism Promotions Board (TPB), the marketing and promotions arm of the Department of Tourism (DOT), was recently honored with the National Tourism Initiative of the Year-Philippines award in recognition of its conduct of the 2022 Philippine Travel Exchange (PHITEX), the country's largest government-organized travel trade event. The Gov Media Awards, presented by Gov Media Magazine and held in Singapore, recognizes the most outstanding government projects and initiatives in the Asia Pacific region. This year’s entries were evaluated by an elite panel of experts, including leaders from World Bank and ADB.

Philippine Department of Tourism Secretary Christina Garcia Frasco and Tourism Promotions Board COO Maria Margarita Montemayor Nograles during the Philippine Travel Exchange (PHITEX) 2022

"We are one with the TPB in appreciation of this international recognition for PHITEX, which reflects the successful collaboration of government and the private sector under the shared tourism governance envisioned by the Marcos Administration," Tourism Secretary Christina Garcia Frasco, who is also Chairman of the TPB Board said on the award received by the DOT's marketing arm.

“This recognition is an honor for us at the Tourism Promotions Board Philippines and is a triumph that we dedicate to all tourism stakeholders who continually work hard to contribute to the growth of the tourism industry and economy. This will only spur us in our commitment to making the Philippines a tourism powerhouse in Asia,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

Gov Media stated that TPB’s remarkable organization of PHITEX was lauded for its role in promoting responsible tourism and driving growth in the Philippine tourism industry. The projects awarded serve as catalysts for transformative change and have significant implications for the well-being of billions of people living in Asia and beyond.

Since its establishment in 1996, PHITEX has played a vital role in fostering business partnerships and showcasing the diverse array of Philippine tourism destinations. In 2022, PHITEX adopted the theme "Embracing Responsible Tourism" to emphasize the significance of safe, smart, and sustainable travel practices. Despite the challenges posed by the COVID-19 pandemic, PHITEX successfully hosted over 116 foreign buyers, comprised of 53 physical attendees and 63 virtual participants from 32 countries that actively participated with 206 Philippine sellers composed of 96 physical attendees and 110 virtual participants during the Travel Exchange (TRAVEX).

Said participants represented travel agencies, tour operators, hotels and resorts, MICE operators, and airlines. Key markets such as Korea, Malaysia, and China were well-represented, with 77% of buyers coming from source markets and 39% from opportunity markets.

The fruitful discussions in TRAVEX generated an estimated revenue of Php 190,143,651.00 (US$3.496m) based on the sales lead forms submitted by the Philippine sellers.

TPB has announced that the next PHITEX will be held in September this year in Cebu. This year's event will feature a two-day Face-to-Face Travel Exchange (TRAVEX), PHITEX Educational Program (PEP), and Pre and Post-Event Tours for Buyers, targeting quality buyers and sellers.

Love the Philippines draws widespread support

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Widespread support has poured in for the country’s freshly-released enhanced tourism campaign, Love the Philippines.

News5 reported that social listening tool Sprinklr recorded 59.1 million approval emotions from the public and a combined 28.9 million smile, happy, and appreciation emotions on the Love the Philippines campaign in the last 24 hours as of 4:50PM of Thursday (Jun 29).

Former Senator and Department of Tourism (DOT) Secretary Richard GORDON, the brains behind the successful “WOW PHILIPPINES campaign, manifested his support, saying that he found the enhanced campaign "instantly appealing".

In a report, he said that Love The Philippines is "catchy and easy to recall", adding that the phrase also "provides a double-meaning call for Filipinos to love the country more than just its physical wonders but also the people’s good traits. He said it is also a statement of appreciation for the Philippines experienced by tourists."

United States Ambassador to the Philippines Marykay L. Carlson also expressed her support to Love The Philippines through a tweet, manifesting her personal love for the Philippines since she came here as diplomat.

“Almost one year since I arrived and I already have lots of reasons to #LoveThePhilippines—the food, the culture, and definitely the people,” she said.

National government officials have also conveyed their support to the enhanced tourism campaign.

“I love it!”, Senate President Juan Miguel “Migz” Zubiri was quoted by a news report, complimenting the branding campaign as “clear and concise”.

Posting “Love the Philippines” on her Instagram, Senator Loren Legarda said that there are countless ways to love about the country, and expressed her full support to the newly launched campaign.

Former Senate President Pro Tempore and now House Deputy Speaker Ralph G. Recto, who described the Philippines as a destination like “garden of roses”, also aired his support through a statement.

“A rose by any other name would smell as sweet. As a travel destination, Philippines is a garden of roses. I support the DOT’s new campaign,” the House Deputy Speaker enthused.

Meanwhile, Senator Grace Poe recognized the efforts of the DOT to lure more tourists to visit the Philippines. 

Senator Francis "Chiz" Escudero encouraged the public to “support it instead of criticizing it outright”.

Tourism achievements in numbers

Half into this year, the DOT has already recorded 2.67 million international visitor arrivals as of June 29, 2023, 2.44 million of this are foreigners. This year, the Department is targeting a baseline of 4.8 million international tourist arrivals.

South Koreans remain the top source of foreign markets with 665,757 travelers to the Philippines, followed by the United States (509,526), Australia (128,232), Japan (127,139), and Canada (123,439).

In 2022, the industry contributed 6.2 percent to the country's Gross Domestic Product (GDP) having churned in PHP1.87 trillion in tourism revenues.

DOT Secretary Christina Garcia Frasco expressed her gratitude to the public and to all officials who have given widespread support for Love the Philippines.

In a television interview addressing the question of some whether Love the Philippines is a “demand” from tourists, the DOT chief said that love is not demanded as it is a natural thing that must emanate from the heart.

On the aspect of tourism, by reflecting the bountiful assets of the Philippines—from its natural wonders to its heritage, traditions, and culture–into Secretary Frasco said she has high hopes that the campaign will reawaken love for the country.

“You cannot “demand” love. It is a natural thing that must emanate from your heart. “Love the Philippines” goes to the heart of every Filipino that loves their country. You can no more force one person to love their country in the same way that you cannot force them to love themselves, or somebody else. It is a natural feeling that must come from your heart. And we truly believe that in reflecting our love of country in our new tourism tagline, we would be able to reawaken in our fellow Filipinos their own love of country,” she said.

Further, Secretary Frasco said that the tagline is also the Philippines’ “love letter to the world”, giving international tourists an opportunity to discover and know more about the Philippines, beyond the promotions and stories done in the past primarily focused on fun, reiterating that there is so much more that the Philippines can offer from its heritage, culture, history, food, experiences, and especially the love and warmth of the Filipino people.

In a separate online interview with Facts First with Christian Esguerra, veteran advertising executive Matec Villanueva shared the same observation.

“From the ground up, the first question is always: sino ba ang kinakausap ko? Who is my target audience? The target audience mo, in this case as I understand, would be foreign tourists kasi ang tiningnan din pala nila is yung kalaban in the regions,” Villanueva said.

“So, what they are trying to do is that they are trying to encapsulate that message to something that is inspiring, something that is catchy. Therefore, they come up with what we call the big idea. But the big idea is actually based on a consumer insight or your target insight,” she added.

To Secretary Frasco, the launch of “Love the Philippines” was based on the demands of the industry after the devastating COVID-19 pandemic. This, as what was once a global health emergency has changed travelers’ motivations, preferences, and behavior, leading to what is now referred to as “the changed traveler.”

The advertising executive also realized this in the enhanced tourism campaign.

“Tatlong taon tayong nakalockdown. Iba ang turista before the pandemic. Iba ang turista ng after the pandemic. Nag-iba 'yung pananaw nila kasi before the pandemic, people are already traveling, enjoying, and then suddenly you can’t move for three years,” Villanueva said.

Building love as a concept

Love The Philippines as a concept, Secretary Frasco said, was conceived with careful consideration of the results of extensive market research and studies.

According to a market research released by Euromonitor, one of the world’s leading independent providers of strategic market research, travelers are seeking new and authentic real-world experiences, which means immersing in other cultures, seeking curated experiences that are unique or out of the ordinary.

Further, travelers want to find a connection to love, and the word “love” has always been primarily associated with the Philippines. Based on Brandwatch, one of the world's most trusted social media monitoring and analytics applications, the word “love” is frequently mentioned in high volume globally with total mentions of 140.4K (previously 92.24K) and a reach of 91.21M (previously 59.72M).

The enhanced tourism campaign, Secretary Frasco said, was designed to highlight more of what there is to love about the Philippines.

“What food do they love? What destination do they love? What experience do they love in the Philippines? It’s also an opportunity for our foreign friends from all over the world to discover so much more beyond the surface that we have scratched in how we have marketed the Philippines thus far,” Secretary Frasco said.

In an interview, Villanueva also said: “In this age of communication, ang advertising ngayon is always based on research because access to information, access to data. Now apparently, the group who did this, even the group (who conceptualized) the It’s More Fun in the Philippines had data supporting them when they came out with It’s More Fun in the Philippines. Apparently, DOT says tourists who came to the Philippines, the feeling when they came here, nag-exceed ang expectations nila. They were happy with what they experienced kasi nga tourism is an experiential thing. When they took a deep dive sa mga social media, into the internet, nakita nila na ang expression ng tao ng satisfaction o yung exceeding expectations was’t fun, it was love,” she emphasized.

“The verbalization of the enjoyment was love,” she added.

Philippines hits 260M negotiated sales, bags recognition at the ITB Berlin 2023

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Buoyed by the country’s participation in the recently concluded Internationale Tourismus-Börse (ITB) in Berlin, the Department of Tourism (DOT) and its attached agency, the Tourism Promotions Board (TPB) Philippines, as of this writing, recorded an impressive estimate of Php 260 million worth of negotiated sales from more than 300 business meetings during the 3-day networking event.

The aforementioned figures show the Philippines’ strong demand in the world’s largest travel and tourism trade fair, further brightening the prospects for the local tourism industry’s recovery and for the country’s positioning as a tourism powerhouse in Asia.

“We brought the biggest Philippine delegation to the ITB Berlin 2023 with the intention of showcasing the best of the best of our country and our culture, and to reintroduce to the world our greatest asset: the warmth and hospitality of the Filipino people. The optimism and excitement with which all of this was received shows the world that the possibilities are endless for the potential of Philippine tourism to transform under the Marcos administration,” said Tourism Secretary Christina Garcia Frasco.

The Philippine delegation included tour operators, online travel agencies, travel websites and communities with 26 co-exhibitors, showcasing the country’s natural beauty and rich culture to over 160,000 guests.

TPB COO Maria Margarita Montemayor Nograles cited that the positive outcome of the Philippines’ participation in ITB Berlin strengthened the country’ position to be a world-class tourist destination. “We are proud to bear witness once again at how ITB continues to live up to its reputation for being the largest travel trade show in the world. I am so happy to share that the Philippines truly championed in giving the world a view into our distinct and diverse destinations, culture and heritage in this momentous event,” TPB COO Nograles added.

Further bringing home accolades, the two cities in Negros Occidental, Sagay and Bago won in the Green Destination Story Awards for its inspirational initiatives for sustainable tourism. With its entry, “Mangrove Forest Protection through Community-based EcoTourism Project”, Sagay placed second in the Nature and Scenery Category and won the People’s Choice Award while Bago City’s entry, “Reviving the Majestic Diversity of Bago Watershed” took the third spot in the Environment and Climate Category.

The event highlighted the Philippines rich culture and sustainable tourism with its weavers’ hand-loom products which are passed down from generations to generations to preserve its tradition and heritage including the Tinalak of South Cotabato and Yakan of Zamboanga. Aside from that, Kape de Filipina’s coffee and chocolates and Ayan’s delicious Filipino cuisine were also served to delight the guests.

ITB Berlin News, the show’s official daily, has partnered with Click A Tree for its sustainability partner. Chris Kaiser, award-winning speaker, entrepreneur and founder of Click A Tree, has selected the Philippines to be the site of its tree planting project for this year’s cause. The site will be in Davao Oriental, Mindanao. Kaiser will be visiting the Philippines in September for the tree planting initiative.

With the long-term goal of securing increased arrivals, receipts, and investments for the country, TPB annually participates in ITB Berlin, which provides the Philippine travel trade an opportunity to network with relevant decision-makers from new and existing tourism markets across Europe, America, and Asia.

TPB and DOT wrap up ASEAN Tourism Forum 2023 with over 100M sales leads

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The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) expect to welcome more foreign visitors to the Philippines after successfully generating over 100M Philippine pesos in sales leads and showcasing the country’s best offerings at the ASEAN Tourism Forum (ATF) held from 02 to 05 February 2023 in Yogyakarta, Indonesia.

The ATF is the biggest annual tourism event in the ASEAN region, attracting key tourism stakeholders including policy makers, industry leaders, and tourism-related service providers. This year, the Philippine delegation was represented by 16 local exhibitors from the airline industry, tour operators, and accommodations to network and engage with 115 international buyers at the ATF Travel Exchange (TRAVEX).

“Over and above our impressive turnout in the number of sales leads, I am in much awe of how the participation and performance of the Philippines depicted the excellence and heart of the Filipino brand which truly brought the best of the country to the ASEAN region,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

The Philippine pavilion showcased the country’s rich cultural heritage and award-winning destinations such as Boracay, Cebu, and Palawan, as well as Kaulayaw Coffee sampling and a dynamic cultural martial arts performance from the Lapu-Lapu Arnis de Abanico who displayed the vigor and energy so symbolic of the resurgence of the Philippine Tourism Industry.

Philippine sellers and foreign delegates also had a taste of Philippine cuisine and culture through a hosted luncheon prepared by the Grand Rohan Jogja hotel which also featured a Filipino Martial Arts (FMA) cultural performance along with a musical medley by Filipino world-class talents.

Tourism Secretary Christina Garcia Frasco welcomed the guests to the event with an invitation to explore the country’s various tourism products, “We aim to give you the best of the Filipino to remind you that while the Philippines continues to be a top-of-mind destination all over the world, there is also so much more to our beaches, our dive sites, our mountain ranges, and our underground rivers. There's our food, our living cultural traditions, and many many components that give you a window into the soul of the Filipino,” said Tourism Secretary Frasco.

Meanwhile, the Philippines garnered prestige during the ASEAN Tourism Standards Awards, which recognized outstanding tourism businesses and destinations in the region that have complied with the international association’s tourism standards.

The recipients were Inandako's Bed and Breakfast, Gina’s Homes, Sid Homestay, Hide Away House, and Maryhilz Homestay for ASEAN Homestay Awardees; Cordillera Convention Hall, William Tan Enterprises Inc. (Caltex Irawan), DEU 818 Corporation (High Ridge Restaurant), and Shell OGI at Northwalk 2, City Environment and Management Office (Botanical Garden and Wright Public Toilets) bagged the ASEAN Public Toilet Award; Palaui Environmental Protectors Association (PEPA) received the ASEAN community-based tourism citation; while the Clinic at the Hilton Clark and Quan Spa at the Clark Marriott Hilton were recognized as winners of the ASEAN Spa Services.

TPB is keen to participate in the ASEAN Tourism Forum 2024 to be hosted by Laos.

MICECON 2023 highlights Davao as key MICE destination

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Located in the southern part of the Philippines and the center for development in Mindanao, Davao City is hosting this year’s MICECON once again after 10 years. The conference is deemed as an effective way to restart and boost economic and tourism activities, not only in the Davao region but also the rest of the Philippines and the world.

The Department of Tourism (DOT) through the Tourism Promotions Board Philippines (TPB) and the City Government of Davao spearheads the M.I.C.E Conference (MICECON), the largest gathering of Meetings, Incentive Travel, Conventions and Exhibitions (MICE) professionals in the country to be held on March 1 to 3 at the SMX Convention Center in SM Lanang Premier.

“Davao’s hosting of the MICECON will provide a tremendous boost to the city’s tourism industry and a huge step towards its own vision of making Davao a preferred MICE destination not only in the Philippines but in Asia”, said TPB COO Maria Margarita Montemayor Nograles.

With the theme, “MICEConverge: Blaze New Trails,” the three-day conference will serve as a gateway to provide more business opportunities and strengthen ties with domestic and international stakeholders. It is a hybrid event expected to bring in 500 in-person delegates and up to 2,000 online participants from here and abroad.

Highlights of the event include the MICE Youth Challenge, Power Dressing and Glam Makeup Sessions and Workshops where Davao’s finest tourism and product services will be on full display with the sub-themes, “Celebrating Nature”, “Celebrating Diversity” and “Celebrating Travel and Technology.”

First MICE Youth Challenge in Davao

The first and much awaited Philippine MICE Youth Challenge will take place on March 1 during MICECON 2023. It is a national contest for students who are enrolled or have recently completed the MICE Management or Business Events Class in a Philippine-based university. This activity gives contestants the opportunity to conceptualize and present an event business plan that will be reviewed by a select panel of MICE experts to deepen their knowledge about industry practices.

This initiative aims to foster a culture of creativity and excellence among the participants and serve as a learning platform to better equip them to become MICE professionals. It was conceptualized by the Philippine MICE powerhouses who are members of the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS) and the Philippine MICE Academy.

The participants of this challenge will be judged by esteemed representatives from the Center for International Trade Expositions and Missions (CITEM), the Hotel Sales and Marketing Association (HSMA), and the Philippine Chamber of Commerce and Industry (PCCI).

The winners of the challenge will win up to PhP 15,000 plus tokens and the chance to compete at the Asian Federation of Exhibition and Convention Associations (AFECA) Asia MICE Youth Challenge.

For more information about the event, visit www.micecon.ph.

DOT Presents “Escape: Stories from the Road” Podcast

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The Department of Tourism (DOT) presents its first podcast, “Escape: Stories from the Road,” showcasing the best destinations in the Philippines through stories from different personalities

Escape: Stories from the Road

This five-episode podumentary, a combination of podcast and documentary, infuses an element of storytelling, veering away from the usual question-and-answer formats of podcasts. Through these stories, the DOT hopes to reach out to the various audiences and inspire them to participate in meaningful tourism through unique experiences and local interactions.

One of the special guests, National Artist Kidlat Tahimik, shared stories about Baguio—his home and a UNESCO Creative City. Photo courtesy of Kidlat De Guia.

Each episode follows a theme, such as adventure, identity, fiestas, music and food. Among the notable individuals interviewed for this podcast are National Artist Kidlat Tahimik; Dr. Felicidad Prudente, who is one of the leading Filipino ethnomusicologists in the country today; and former Tourism Secretary Bernadette Romulo-Puyat.

Paragliding adventure in Nueva Vizcaya. Photo courtesy of the Department of Tourism.

The first episode on adventure features some of the best outdoor experiences in Nueva Vizcaya, Kalinga, and Camotes Island; while the identity episode brings the audience from Baguio to Davao to share stories of people who, in finding the path to gain their identity, found the path to greatness.

The episode on music explores the sounds of the islands, from the city to the remote forests of the Philippines, emphasizing that music not only serves to entertain but to preserve history in our soundscape. The fiesta episode discusses how Filipino festivals have evolved from honoring patron saints to highlighting the best of the towns and provinces.

For the food episode that was recorded in May, then Tourism Secretary Puyat shared her advocacy in supporting local farmers and how this led to further developing food and farm tourism in the country.

DOT’s “Escape: Stories from the Road” podcast is hosted by travel filmmaker and photographer Aaron Palabyab along with guest co-hosts, national athlete Maureen Schrijvers; designer, musician, and filmmaker Kate Torralba; and sports broadcaster and podcaster Cesca Litton. Available on Spotify, Apple Podcasts, Google Podcasts, Castro, Overcast, and Anchor.

‘Go where your mind’s been wandering’ – A new campaign by the DOT, TPB, and BBDO Guerrero

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The Department of Tourism (DOT) and Tourism Promotions Board (TPB) have launched a beautiful outdoor, press, and online campaign, with the help of BBDO Guerrero, to promote domestic tourism in the Philippines as the country recovers from the pandemic and travel restrictions are eased.

The campaign 'Go where your mind's been wandering,' highlights the re-opening of 10 popular tourist destinations, from white sand beaches to strawberry farms, in captivating photos that illustrate the unique characteristics of each place and, if you look closely, reveal a silhouette of a hidden face.

From surfing in La Union, diving in Cebu and hiking in Davao, you're sure to find something you love, no matter where your mind's been wandering.

The campaign was produced together with STILLS MNL Photographer Jason Quibilan and UGL Post Production with minimal retouching, inviting domestic tourists to rediscover the beauty of the Philippines - safely and responsibly.

Stop dreaming, start planning, now ‘go where your mind’s been wandering’.

DOT Launches “Sounds More Fun in the Philippines” Playlist on Spotify

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The Department of Tourism (DOT) presents the “Sounds More Fun in the Philippines” Playlist, a compilation of specially selected Filipino music that will welcome listeners back to the Philippine destinations they love, and let them relive those epic travel memories.

The initial playlists will be available on the digital music streaming app Spotify. The first 10 playlists to be launched are Manila Night Lights, Boracay Beach Bar, Onshore in La Union, Cordillera Calm, The Pan-Philippine Highway Road Trip, Marilaque Bike Trail Mix, Balikbayan Juke Box, Counting Clouds in Camiguin, Wedding Vows in Tagaytay and Deep Dive in Palawan.

The chosen songs aim to set the soundtrack of one’s stories—like the Cordillera Clam playlist that provides laidback OPM tunes to warm the bones like a strong cup of Cordillera coffee; or the Boracay Beach Bar playlist that surrounds one with beach vibes perfect for grooving; or the Manila Night Lights that brings listeners back to the eras of disco, dance-rock, and neo soul, reliving those dazzling nights when the city truly comes alive.

“These tunes will allow listeners to evoke the getaways, secret spots, and homes away from home that every traveler can find somewhere across the 7,641 islands of the Philippines.”, said Tourism Secretary Bernadette Romulo-Puyat. 

The playlists are attuned for every kind of listener—the listed songs can be played loud to get one going before that early morning bike trail, or to keep them company on an epic road trip; or these can be played softly in the background as one savors the bliss that follows a good surf, or daydreams while lounging and gazing at the sea on a white sand beach. 

Through this, the DOT intends to provide the feeling that, wherever you are, the fun is never far away.  

To create the playlists, the DOT enlisted the help of Filipino music obsessives. These include legendary rock DJ and Sandwich bassist Myrene Academia, podcast personality Ryan Joseph, music pundit Jocelyn Blwg, Matt San Pedro of Manila Community Radio and Transit Records, musicologist Patricia Brillante-Silvestre, and music producer Abdel Aziz. 

The songs and artists featured in these playlists are Pinoys as well as international artists and bands with Filipino roots.

Follow DOT’s official Spotify account, Tourism Philippines, and explore the archipelago’s diverse soundscapes and get to know the artists who made the music that has defined generations and those that are charting its future course.

#SoundsMoreFunInThePhilippines is a celebration of why—and where—music sounds more fun in the Philippines.