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Philippines to keep its ‘fun’ slogan

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Decision has been well received in the travel trade
After much deliberation and pressure from the travel trade, the Philippines’ Department of Tourism says it will retain the It’s More Fun in the Philippines campaign slogan.
In an interview with TTG Asia, tourism secretary Wanda Tulfo Teo reveals she initially thought of changing the slogan as a study showed that the tagline was not translating into tourist numbers.
Those who wanted to change the slogan said it didn’t accurately reflect the destination under President Rodrigo Duterte, whose war against drugs has claimed thousands of lives.
But UNWTO Director General Taleb Rifai convinced the tourism secretary not to change the slogan but improve on it to reflect the country’s warm service and hospitality. The decision has been well received in the trade.
The Philippine Tour Operators Association says the slogan has yet to achieve its full potential, citing various factors from inadequate products to poor infrastructure. Rajah Tours’ president, Jojo Clemente, agrees, adding that the private sector will make a concerted effort next year to support the slogan.
TTG Asia

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