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July 6, 2023A Paradigm Shift in Tourism in an Emerging Market in Southeast Asia
Love the Philippines
The Philippines’ freshly-released enhanced tourism campaign, Love the Philippines, has garnered widespread support and captured the hearts of people around the world. In just 24 hours, social listening tool Sprinklr recorded an astounding 59.1 million approval emotions and 28.9 million smiles, happiness, and appreciation emotions related to the Love the Philippines campaign.
The brains behind the successful “WOW PHILIPPINES” campaign, former Senator and Department of Tourism (DOT) Secretary Richard Gordon, expressed his immediate support, finding the enhanced campaign instantly appealing. He praised Love the Philippines as a catchy and easy-to-recall phrase that not only urges Filipinos to love the country’s physical wonders but also emphasizes their good traits. Gordon recognized it as a statement of appreciation for the Philippines experienced by tourists.
Joining the chorus of support is United States Ambassador to the Philippines, Marykay L. Carlson. Through a tweet, she shared her personal love for the Philippines, citing the food, culture, and, most importantly, the people as reasons to embrace this remarkable nation.
High-ranking national government officials have also voiced their approval for the enhanced tourism campaign. Senate President Juan Miguel “Migz” Zubiri hailed the branding campaign as clear and concise, exclaiming, “I love it!” Senator Loren Legarda expressed her full support for the campaign, highlighting the countless reasons to love the Philippines on her Instagram. Even former Senate President Pro Tempore and current House Deputy Speaker Ralph G. Recto, describing the country as a garden of roses, enthusiastically endorsed the DOT’s new campaign.
As the numbers speak for themselves, the Department of Tourism (DOT) has already recorded an impressive 2.67 million international visitor arrivals as of June 29, 2023, with 2.44 million being foreigners. This year, the DOT aims to achieve a baseline of 4.8 million international tourist arrivals. South Koreans lead the pack as the top source of foreign markets, followed closely by visitors from the United States, Australia, Japan, and Canada.
The tourism industry has been a significant contributor to the country’s Gross Domestic Product (GDP), accounting for 6.2 percent and generating an impressive PHP1.87 trillion in tourism revenues in 2022.
DOT Secretary Christina Garcia Frasco expressed her gratitude to the public and all officials who have provided overwhelming support for Love the Philippines. Addressing the question of whether Love the Philippines is a “demand” from tourists, Secretary Frasco emphasized that love cannot be demanded but must emanate naturally from the heart. The campaign aims to reawaken love for the country by showcasing the bountiful assets of the Philippines, including its natural wonders, heritage, traditions, and culture.
This revitalized approach to tourism marketing aligns with the changing motivations, preferences, and behaviors of travelers, known as the “changed traveler,” brought about by the global health emergency of the COVID-19 pandemic. Matec Villanueva, a veteran advertising executive, acknowledged this shift, highlighting that tourists’ outlook has evolved after years of lockdown and the inability to travel freely. Love the Philippines aims to encapsulate inspiring and catchy messages, tailored to foreign tourists seeking new and authentic experiences.
The campaign’s foundation lies in extensive market research and studies. Euromonitor, a leading provider of strategic market research, reveals that travelers are now seeking immersive experiences in other cultures, looking for curated encounters that are unique and out of the ordinary. The word “love” has long been associated with the Philippines, as confirmed by Brandwatch, a trusted social media monitoring and analytics application, which records high volumes of global mentions. The enhanced tourism campaign seeks to showcase the aspects of the Philippines that travelers love, such as its delectable cuisine, breathtaking destinations, and rich experiences.
Amidst this exciting landscape, we would like to introduce you to an exclusive investment opportunity that perfectly embodies the spirit of Love the Philippines. The Pavilions Treehouses El Nido, an award-winning sustainable 5-star eco resort development project, awaits discerning investors who seek luxury and sustainability on the Philippines’ most beautiful island, consistently ranked as the best island destination by global travel and media outlets. This limited-time opportunity combines the allure of a world-class resort with a commitment to ecological conservation. To learn more about this extraordinary investment opportunity, we invite you to book a free, no-obligation 15-minute consultation call with one of our experienced investment advisors. Don’t miss your chance to be a part of The Pavilions Treehouses El Nido and experience the perfect fusion of paradise and profit. Contact us today to embark on a journey of luxury, sustainability, and financial success.
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