DOT unveils the country’s enhanced tourism campaign “Love the Philippines” as the highlight of the Department’s 50th founding year celebration

 On the celebration of the golden year of the Department of Tourism (DOT), President Ferdinand Marcos, Jr., together with Secretary Christina Garcia Frasco and other officials, led the unveiling of the country’s enhanced tourism campaign “Love the Philippines” as the highlight of the Department’s 50th founding year celebration at the iconic Manila Hotel, Tuesday (June 27)

Proudly presenting “Love the Philippines” to a crowd composed of former DOT chiefs, officials and employees of the Department's central and regional offices, heads of government agencies including Cabinet Secretaries, house representatives, tourism stakeholders, and the media, Secretary Frasco described the enhanced campaign as timely for the DOT’s golden anniversary celebration.

“As we cap the last fifty years of the DOT and welcome this new era of tourism for the Philippines, it is but right that we welcome this opportunity to reintroduce the Philippines to the world,” Secretary Frasco said.

 

“Love the Philippines goes to the very heart of every single Filipino with the distinct grace and hospitality with which we welcome every guest that comes into our shores, our communities, and our homes. Love the Philippines is a recognition of our natural assets, our long and storied history, our rich culture and diversity,” she said, while noting that there is so much more to the country than “the fun and adventure” that has so far been articulated.

“The Philippines is a powerhouse of mega biodiversity, being only one of 18 mega biodiverse countries in the world, a deep well of culture and history, a profound burst and taste of flavor and gastronomy, a tapestry of indigenous peoples and creative communities by whose work of their hands have safeguarded the dignity and integrity of the Filipino identity. This is who we are. These complexities and nuances of the Philippines have yet to be fully articulated to the world for indeed, the story of the Filipino has yet to be fully told, and we shall tell that story by telling them the story of love. Love the Philippines,” Secretary Frasco said.

 

PBBM’s unequivocal support

Gracing the milestone event for Philippine tourism, President Ferdinand "Bongbong" Marcos Jr. expressed his utmost support for "Love the Philippines", saying that the enhanced tourism campaign “springs from the genuine love that you, me, and all of us have for the Philippines.”

 

“And what better way to express that love than by directly incorporating it into our country’s newest tourism campaign slogan, Love the Philippines. This new branding which we unveil today, will serve as our guidepost for the Philippine tourism industry moving forward. Allow me then to express my sincerest appreciation to Tourism Secretary Christina Garcia Frasco and for the DOT team, because aside from the promotion of the country’s tourist destinations, the campaign that you have conceptualized aims to enhance the overall experience of every travel, included in that list of targets are to promote regional products, build more infrastructure for ease of travel, and champion green movements, among others,” the President enthused.

 

 

Adjusting to the post-pandemic tourism landscape and changing trends

With the everchanging global tourism landscape post pandemic, and the growing desire of travelers for more immersive experiences in their travels, the DOT viewed the enhanced brand as a timely response to the demands of the industry.

 

In a recent survey conducted by the United Nations World Travel Organization (UNWTO) among its member countries, market repositioning and rebranding strategies is among the priorities identified after the pandemic based on its Survey Findings on Member Priorities for UNWTO program of work 2024-2025.

 

With an enhanced tourism campaign in tow, the DOT’s focus now is to show more of what there is to “Love the Philippines” as it works towards the realization of President Marcos, Jr.’s vision for the country to become a tourism powerhouse in Asia.

 

“Indeed, if we are to compete with our neighbors in our effort as well to partner with them for Asia to become a powerhouse tourism region in the world, the time has come for us to add to the value proposition of the Philippines by telling the world how much more we have to offer,” Secretary Frasco said.

 

“We have multiple facets of tourism destinations that present a golden opportunity for we have only scratched the surface thus far,” she added.

 

Rosy prospects for Philippine tourism

According to Secretary Frasco, the world has “the world has noticed that there is so much to love about the Philippines.”

 

This, as the Philippines has recorded 2,641,993 visitors from January 1 to June 26, 2023, and is close to breaching the 2.65 million arrivals it recorded for 2022.

 

Further, the tourism sector is regarded as a stalwart as far as contribution to gross domestic product (GDP) is concerned. According to the 2022 Philippine Tourism Satellite Accounts (PTSA) for 2022, the Tourism Direct Gross Value Added (TDGVA) share of the sector to the Philippine economy, as measured by the Gross Domestic Product (GDP), was estimated at 6.2 percent and amounted to PHP 1.38 trillion in 2022.

 

The Philippines is also seeing a boost in tourism-related enterprise employment, with 5.35 million estimated tourism employment last year.

 

As she rallied their support for the DOT’s vision of showcasing the best of the Philippines to the world under the Marcos administration, the Secretary said: “As we usher in this golden era for tourism, for our fellow Filipinos, for our beautiful country, let us find it in our hearts to have that burning pride of place for the Philippines, to Love the Philippines, to usher us into the continued recovery and vigorous comeback of the Philippines to the world.”

Alorica partners with DOT and DOLE for Tourism Job Fair

Alorica Inc., a global leader in customer experience solutions, recently forged strategic partnerships with the Department of Tourism (DOT) and the Department of Labor and Employment (DOLE) to collaboratively address the needs of thousands of displaced job-seekers and workplace safety.

 

DOT x Alorica Job Fair 

With the goal of supporting those seeking a career change into the BPO sector, Alorica and the DOT, through the initiative of the IT and Business Process Association of the Philippines (IBPAP) wherein the former is a member, have come together to mount the DOT x Alorica Job Fair, a virtual event that seeks to attract workers from the tourism and food and beverage industries who may have encountered employment challenges amid the pandemic. Offering seasonal and permanent BPO employment opportunities, the next leg of this job fair will be on August 24, 2021.

 

DOT Secretary Berna Romulo-Puyat recognized the country's world-class tourism workforce and underscored the tourism department’s mandate of providing technical assistance to tourism workers affected by the pandemic. She remarked, “The Department of Tourism is thankful for the participation of BPO industries in this event, first conducted in September 2020. I am confident that the caliber and values of our tourism workers will be a great asset to your company. Deserving participants will surely gain renewed hope as they slowly rebuild their livelihood and likewise acquire potential career growth."

 

Interested candidates may register online via https://tinyurl.com/AloricaDOT where they will receive a notification for their interview dates, with August 24, 2021 as the exclusive date for live interviews and engagements with Alorica. Visitors may also check out Alorica’s live virtual booth at https://tinyurl.com/Aug24DOT.

 

Domestic travel to drive recovery of tourism industry, says survey

Domestic travel will lead the recovery of the country’s tourism industry with Filipino travelers expecting to go to destinations closer to home and spending less amid lingering health concerns caused by the COVID-19 pandemic.

This is the gist of the results of the recent survey conducted on the pandemic’s effects on domestic and international tourism and on Filipinos’ travel behavior in the new normal.

The Department of Tourism released the report entitled “Philippine Travel Survey: Insights on Filipino Travel Behavior Post-COVID 19” to various tourism stakeholders in a webinar on Monday (June 29). 

The key insights of the survey, which was conducted last May among over 12,000 respondents across the country, were:

1.     Domestic leisure travel will lead the recovery of Philippine tourism;

2.     Majority of travelers expect a reduction of their income and travel budget;

3.     Health and safety remains the primary concern of travelers;

4.     Travelers prefer reduced-contact activities once leisure travel restrictions are lifted;

5.     Travelers prefer online and digital channels for convenience and reduced contact; and

6.     Travelers plan to travel close to home.

The survey represents the data-driven efforts of the DOT and tourism stakeholders to restart the local travel industry, which had been gravely affected by restrictions caused by the pandemic.

“We believe in a collaborative approach to recovery,” said Tourism Secretary Bernadette Romulo-Puyat. “The survey, which was distributed online, sought the sentiments and concerns that respondents have concerning domestic travel in light of the pandemic, in order to provide insights to tourism enterprises to better prepare, respond, and serve guests and tourists again.”

The travel survey is a joint project of the DOT, the Asian Institute of Management Dr. Andrew L. Tan Center for Tourism, and Guide to the Philippines. It shows how the public, the government, the private sector, and the academe can collaborate for the industry’s eventual recovery, Puyat said.

Domestic leisure travel will be a huge driver

The survey found that domestic travel will lead the recovery of the Philippine travel industry, with 77 percent of respondents expressing their willingness to travel to local destinations once restrictions are lifted. More than half of the respondents also look forward to travel for leisure or vacation, even in the absence of a vaccine against COVID-19. 

Popular local tourist spots, especially beaches, are expected to see a surge in visitors. Boracay, Siargao, and Baguio top the list of destinations to visit when travel is permitted again. Filipinos also prefer to travel to destinations closer to home. 

The majority of the respondents also prefer activities they deem “safe” with limited face-to-face interaction. Top travel activities that are high on their minds are beach trips, road trips, and staycations at 69, 54, and 41 percent, respectively.

Domestic travel will be the main priority as fewer people are likely to travel internationally in the near future. This is due to reduced incomes and travel budgets in the light of the pandemic’s impact on the economy.

Domestic tourism expenditure expanded from PhP 2.85 trillion in 2018 to PhP 3.14 trillion in 2019. It’s also worth noting that about 10.8% of the 12.7% gross domestic product (GDP) share comes from domestic tourism, making it the biggest contributor to the tourism industry.

The digital shift

Travel plans are also largely going digital, as 72 percent of travelers directly and independently book travel arrangements with establishments online. Nearly half of the respondents will also go with online travel agencies and aggregators.

Channels with reduced contact will become the new norm. Majority of Filipinos are expecting tourism establishments to implement self-service processes such as contactless check-in and digital payments. 

Health and safety still travelers’ top priority

Although Filipinos expressed a desire to travel as soon as restrictions are lifted, their main concern is still their health and safety. Many said they would only feel comfortable taking their trips once a reliable anti-COVID-19 vaccine or treatment becomes available, and when the situation in the country gets better.

The pandemic has raised traveler expectations on health and safety, with more than 80 percent of the respondents expecting tourism establishments to follow best practices in sanitation and health. At least 88 percent of respondents also express willingness to comply with existing health and safety protocols, such as undergoing rapid COVID-19 tests prior to departure and submitting a medical certificate before traveling.

Building travelers’ trust and confidence in the industry is vital in ensuring its recovery. The report recommends that establishments and organizations emphasize safety and be transparent in addressing customers’ concerns. It also recommends that tourism stakeholders closely collaborate with other authorities and find ways to innovate and adapt to the new normal—including digital shifts where it is needed—to help manage uncertainties about traveling.

Earlier this month, the DOT released new health and safety guidelines in the new normal to local tourism-related sectors such as hotels, resorts, tourist transportation, surfing and restaurants in anticipation of their reopening.

To read the full report and survey results, click www.guidetothephilippines.ph/ph-travel-survey.

DOT video pays tribute to 'Noypi' health workers around the world

As the world emerges from quarantine measures and more places are being declared safe from COVID-19, let us not forget the many Filipino health workers who have been risking their lives from the start of the pandemic, and who will continue to brave the front lines, thousands of miles away from home.

Following “Smile,” DOT’s inspirational tribute to Filipino frontliners, “Noypi” honors over 254,000 doctors, nurses, caregivers, hospital staff, and other healthcare workers who form part of the 10 million OFWs around the world. 

Originally performed by the band Bamboo, Noypi’s surging melody and rousing lyrics are made tender and poignant when sung by 16-year-old Katching Silvestre to a choir-like vocal arrangement by her father Monet Silvestre. 

We celebrate this Independence Day by standing with our frontliners. Your dedication to the profession has made an immense contribution to global recovery, and we are all deeply proud to say, “Hoy, Pinoy ako!”

Footage used in the video was crowdsourced, and all production was done remotely.

Video Link: https://www.facebook.com/DepartmentOfTourism/videos/732709327475623/

IG: https://www.instagram.com/p/CBUbeXkDW4e/

YT: https://www.youtube.com/watch?v=LNLsVG3DMlo&feature=youtu.be

“Noypi” originally performed by Bamboo

Written by Bamboo Mañalac, Ira Cruz, Vic Mercado, and Nathan Azarcon

Musical arrangement and production by Malek Lopez

Vocal arrangement by Monet Silvestre

Sung by Katching Silvestre with Becca Silvestre and Patricia Brillantes-Silvestre 

Directed by Joel Limchoc

Produced by Steve Vesagas