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Tourism department to ‘refresh’ ‘It’s More Fun in PH’ promotional campaign

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ABS-CBN News

MANILA—The country&#x27;s tourism slogan &quot;It&#x27;s More Fun in the Philippines&quot; will continue, but the government wants to see a more environmentally conscious promotional campaign.In a report by <a href="https://adobomagazine.com/campaign-spotlight/breaking-news-bbdo-guerrero-and-ddb-refresh-its-more-fun-philippines-campaign-dot">Adobo Magazine</a>, the Department of Tourism has tapped four firms to &quot;refresh&quot; the slogan, with advertising agency BBDO Guerrero Inc. taking the lead.The campaign will launch internationally in the first quarter of this year, according to Tourism Secretary Bernadette Romulo-Puyat.“The concept of fun is now redefined to include responsibility in taking care of our tourist destinations to sustain the &#x27;more fun&#x27; experience for future generations,&quot; Puyat said.The agency also awarded contracts to media planning and buying agency Touch XDA Inc., and communications agency DDB Philippines Inc., which will head the promotion of sustainable and responsible tourism in the Philippines.“Expect that in the coming months and throughout the year, the DOT will be aggressive in promoting the best of the Philippines to our international source markets,” Puyat said.The DOT has launched two tourism campaign slogans in less than a year since the Duterte administration took over in July 2016.Former Tourism secretary Wanda Teo said the department was supposed to change the &quot;It&#x27;s More Fun in the Philippines&quot; slogan, but decided not to after receiving feedback that it was successful in other countries.<ul class="op-related-articles">	<li><a href="https://news.abs-cbn.com/focus/11/24/16/how-its-more-fun-in-ph-slogan-fared-from-2012-to-2016">How &#x27;It&#x27;s More Fun in PH&#x27; slogan fared from 2012 to 2016</a></li></ul>The Philippines received a record-high 7.1 million tourists in 2018, despite the closure of top destination Boracay for 6 months.<ul class="op-related-articles">	<li><a href="https://news.abs-cbn.com/news/01/24/19/philippines-records-all-time-high-71m-tourist-arrivals-in-2018">Philippines records &#x27;all-time high&#x27; 7.1M tourist arrivals in 2018</a></li></ul>The DOT seeks to continue its shift from &quot;mass tourism&quot; to &quot;high-value tourism&quot; to attract more guests, and preserve the environment at the same time, Puyat earlier said.&quot;[We will] prioritize quality over mere quantity,&quot; she said.&quot;We are now in a time in need of vigilance, a dedication to the principle of a sustainable and inclusive tourism industry.&quot;

The country's tourism slogan "It's More Fun in the Philippines" will continue, but the government wants to see a more environmentally conscious promotional campaign.

The country's tourism slogan "It's More Fun in the Philippines" will continue, but the government wants to see a more environmentally conscious promotional campaign.