EDITORIAL - If it ain’t broke...

The Philippines has a new tourism slogan.

“Love the Philippines” was officially launched by the Department of Tourism as the new slogan, replacing the long-standing “It’s more fun in the Philippines.” The department said the new slogan goes beyond promoting the Philippines as a fun place but also its other offerings.

“So, the Philippines will continue to be fun. But now also it will have a very substantial approach to its branding campaign,” said Tourism Secretary Christina Frasco.

Don’t get us wrong, there is nothing wrong with changing the slogan. But was it really necessary at this time?

Was there really a need to change the tourism slogan other than that there is a new administration? Was the old one becoming used, stale, no longer up to the modern times? You know how the old saying goes “If it ain’t broke, don’t fix it.”

Changing a slogan always comes with controversy. And the wrong one will likely make us lose tourists, no kidding there.

None of us are likely to forget the fiasco that was “Pilipinas kay ganda” during the term of President Benigno Aquino Jr. Not only did foreigners not understand what “kay ganda” meant, the accompanying logo for the slogan was copied from the Polish tourism logo.

On the other hand a good slogan will draw in more visitors. Malaysia should be congratulated for coming up with their “Malaysia truly Asia”. Not only is it easy to remember because it rhymes, it links their culture with the entire continent. It also attracts not just those from outside Asia but also from within it.

“It’s more fun in the Philippines” conveys more of what foreigners will come to expect than merely “Love the Philippines.” “It’s more fun in the Philippines” was also catchy. Even foreigners have come to be familiar with it.

But again, there is nothing wrong with a coming up new slogan. We hope this new slogan sounds better to foreigners looking to have new experiences here in our country. Time should be able to tell if it catches on.