'Fun' slogan in the Philippines here to stay - TTG Asia - Leader in Hotel, Airlines, Tourism and Travel Trade News
 
Tuesday . January 17 . 2017
         
Follow TTG Asia on Twitter
TTG ASIA this week
TTG Asia ASEAN 50th Anniversary Special Supplement
TTG Asia Luxury
 
Share |
'Fun' slogan in the Philippines here to stay
Rosa Ocampo, Manila, December 9, 2016
 

After much deliberation and pressure from the trade, the Philippines’ Department of Tourism (DoT) has confirmed that it will retain the It’s more fun in the Philippines campaign slogan.

 

In an interview with TTG Asia, tourism secretary Wanda Tulfo Teo revealed that she had initially thought of changing the slogan as a Nielsen study showed that despite a catchy tagline and high recall factor, It’s more fun in the Philippines did not translate into tourist numbers.

 

 

But UNWTO director general Taleb Rifai convinced her not to change the tourism slogan but improve upon it to reflect the country's warm service and hospitality.

 

The decision to keep the current slogan has been well received among the trade.

 

Welcoming Teo's decision, the Philippine Tour Operators Association (Philtoa) - which earlier produced a position paper against a new campaign slogan - said that the existing slogan has yet to achieve its full potential.

 

Philtoa’s president Cesar Cruz cited various factors, from inadequate tourism offerings to lacking infrastructure, as possible reasons contributing to the slogan's low conversion rate earlier.

 

Rajah Tours’ president, Jojo Clemente, said: “It’s very hard to find a replacement slogan that encapsulates and captures what the destination and the people are all about... You have to give it a lot of time to get a good replacement.”

 

Clemente added that the private sector will make a concerted effort next year to support the slogan.

Print Top Stories
 
 
Editor's pick >
   
Taking the pulse of travel

by TTG Asia reporters

A taste of finer things

by Paige Lee Pei Qi

Bold adventures of 2016

by TTG Asia reporters

Silver lining around dark clouds

by Raini Hamdi

Charting a smooth journey

by TTG Asia reporters

 

 

>