Love the Philippines? President Ferdinand Marcos Jnr faces flak over 'drab and lazy' tourism slogan
Philippine President Ferdinand Marcos Jnr's hopes of turbocharging the country's pandemic-hit tourism sector with a new slogan are being met with little enthusiasm from citizens, who argue the country needs improved infrastructure to draw in visitors, not a "bland" catchphrase.
Marcos said the latest branding campaign, "Love the Philippines", would act as a "guidepost" for the travel industry as it slowly recovers from the doldrums of Covid.
"It springs from the genuine love that you, me, and all of us have for the Philippines," he said at an event to replace the decade-old "It's More Fun in the Philippines" catchphrase.
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Marcos added the initiative was aimed at transforming the country into a regional "tourism powerhouse" that would offer more than sightseeing and enrich the overall experience of travellers.
He also called on Filipinos to "keep introducing the Philippines to the world as a top tier tourist hub" and be the Southeast Asian nation's tourism ambassadors, The Manila Bulletin reported.
"I enjoin you all to be our country's promoters, advocates, and if I may borrow a coined term in this age of social media, be our country's top influencers," Marcos said.
The president, who took office last June, noted in his first State of the Nation Address that reinvigorating the tourism business was one of his key priorities.
Data from the Department of Tourism showed the country welcomed more than 2 million foreign visitors in the first five months of the year. The sector also contributed 6.2 per cent to Manila's GDP in 2022.
The rebound in international tourism in the Asia-Pacific region is expected to reach pre-pandemic highs by next year, according to S&P Global Market Intelligence.
Tourism Secretary Christina Frasco said Love the Philippines was a "recognition of the country's natural assets, its rich history and cultural diversity".
But Filipino social media users cast the marketing drive as "drab and lazy", saying it lacks creativity and sounds like a "command", not an invitation to visit the country.
Some suggested putting a comma after love would have made it look better, while others railed against spending public funds on slogans and neglecting tourism and airport facilities, failure to ease traffic congestions, discipline haughty immigration officers and rein in overcharging taxis.
"By the way, to attract more travellers, it is better to build more convenient infrastructure and make the Philippines a safer and cosier tourist destination," wrote a Twitter user.
A malfunction of air traffic control and frequent power outages have plagued Manila's airport in recent months, affecting hundreds of flights and stranding thousands of passengers.
Tourism chief Frasco acknowledged the country's airports need to be upgraded to woo tourists, adding her ministry is working with the Department of Transportation to improve the facilities.
Netizens also took a jab at the new government for changing the slogan, pointing to neighbouring Malaysia (Malaysia, Truly Asia) and Thailand (Amazing Thailand) who have retained their taglines for years.
"They all depict experiences. They give audience a glimpse of what the country can offer," said a user.
Some called for the old slogan to be reinstated.
"Love is complicated. Fun is not. Bring back It's More Fun in the Philippines."
This article originally appeared on the South China Morning Post (SCMP).
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