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06/01/2012: PHILIPPINES NEW TOURISM CAMPAIGN LAUNCHED

PHILIPPINES NEW TOURISM CAMPAIGN LAUNCHED
In a bid to further boost the country's tourism industry, the Department of Tourism (DOT) of the Philippines launched today its new campaign slogan - “It’s more fun in the Philippines.”  It was announced that the campaign will be rolled out this quarter in different key markets, along with its local tourism drive called "#1 for fun Philippines.”

Tourism Secretary Ramon Jimenez Jr. said the campaign is expected to attract a total of 4.2 million tourists in 2012. Last year, the DOT recorded a total of 3.7 million tourists.

“With the campaign and the tourist arrival growth (in 2011), we aim to breach the 10 million mark by 2016” Jimenez said.  “The national line is a goal, a constant reminder to ourselves that we can tell travelers how it’s more fun here than anywhere else. It needs everyone’s support for it to stay true—we need to make sure that the people’s experiences in our country are positive, enjoyable, and most of all, fun.” he said.

Focusing on the country’s core strength, Jimenez said the campaign singles out what no other destination can offer—and that is the Filipino people. "For example, the Lonely Planet guidebook calls Filipinos ‘among the most easygoing and ebullient people anywhere,’ he said.