DOT’s “Love the Philippines” Campaign Continues To Garner Global Recognition

The “Love the Philippines” campaign of the Department of Tourism (DOT) continues to gain international recognition as it showcases the best of the country to the world, DOT Secretary Christina Garcia Frasco emphasized.

The Jury’s Special Award at Tourism EXPO Japan 2024 acknowledges the campaign’s outstanding efforts in promoting the Philippines’ cultural richness, natural beauty, and commitment to sustainable tourism through a collaborative approach.

Frasco highlighted that this campaign aligns with President Ferdinand R. Marcos Jr.’s vision for the tourism industry.

“Through the ‘Love the Philippines’ campaign, we continue to highlight our rich history, stunning landscapes, and the warmth of our people, resonating with travelers globally,” Frasco said, noting that the country received the Jury’s Special Award at Tourism EXPO Japan 2024 on September 26.

This award acknowledges the campaign’s outstanding efforts in promoting the Philippines’ cultural richness, natural beauty, and commitment to sustainable tourism through a collaborative approach, she added.

The DOT stated that Tourism EXPO Japan 2024, jointly organized by the Japan Association for Tourism Promotion, the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO), is one of the most significant international travel events, featuring participants from more than 80 countries and regions.

Frasco highlighted that the Jury’s Special Award follows other recent accolades for the “Love the Philippines” campaign, including its win as Asia’s Leading Tourism Campaign 2024 at the World Travel Awards Asia Oceania Gala Ceremony and its nomination for Best Marketing Campaign at the prestigious Asia Best of the Best Awards.

The tourism chief further remarked, “This Jury’s Special Award reflects the deepening bond between the Philippines and Japan, as we continue to share our culture, heritage, and natural beauty with our Japanese friends. The steady increase in Japanese visitors underscores this growing rapport and solidifies the Philippines as a tourism powerhouse on the global stage.”

She shared that, as of September 26, 2024, the Philippines has already welcomed 290,123 Japanese visitors, making Japan the third-largest source of tourists, trailing only South Korea and the United States.

Philippine Ambassador to Japan, Mylene Garcia-Albano, represented Secretary Frasco during the Ministerial Roundtable, where she introduced the Philippine Experience Program—a flagship initiative of the tourism chief under the “Love the Philippines” campaign.

Secretary Frasco emphasized that the Philippine Experience Program has successfully completed nine legs across various regions, with upcoming legs planned in the Cordillera Administrative Region (CAR) and the CARAGA Region, continuing its expansion to showcase the country’s diverse tourism portfolio.

Additionally, the DOT, in celebration of World Tourism Day on September 27, launched a new “Love the Philippines” audio-visual presentation showcasing the country’s diverse attractions—from its rich biodiversity and stunning landscapes to festive traditions and flavorful cuisine—inviting travelers to embrace Filipino hospitality and create unforgettable memories across the nation’s 7,641 islands.