The Philippines’ Department of Tourism (DOT) is celebrating another international win for its ‘Love the Philippines’ campaign, which recently earned the Jury’s Special Award at the prestigious Tourism EXPO Japan 2024. This recognition underscores the campaign’s increasing global visibility and its success in positioning the Philippines as a must-visit destination.
Tourism Secretary Christina Frasco expressed her gratitude and excitement, highlighting that the award reflects the DOT’s dedication, as well as the country’s vibrant culture, diverse natural landscapes, and the warm hospitality of its people. These elements are at the core of the campaign’s message of love and pride for the nation.
The ‘Love the Philippines’ campaign has been lauded for its innovative and inclusive approach to tourism promotion. It emphasizes the country’s rich cultural heritage, stunning scenic beauty, and commitment to sustainable travel practices. The Jury’s Special Award acknowledges the collaborative efforts of local communities, tourism stakeholders, and the government in showcasing the Philippines as a destination that offers more than just picturesque locations. It underscores the country’s dedication to preserving its natural resources while fostering responsible tourism, ensuring that the charm of the Philippines will be enjoyed by generations of travelers to come.
Tourism EXPO Japan 2024, organized by the Japan Association for Tourism Promotion, the Japan Association of Travel Agents, and the Japan National Tourism Organization, is one of the world’s leading travel and tourism events. This global showcase attracts participants from over 80 countries and regions, providing a platform for destinations and businesses to connect with international travelers and industry professionals. The event highlights the importance of cross-border partnerships and the growing demand for unique travel experiences worldwide, fostering collaboration between nations and their tourism sectors.
The Philippines, represented by the DOT Tokyo Office, in collaboration with the Tourism Promotions Board—Philippines and the DOT Branding and Marketing Communications Office, played a key role at the Expo. Their participation aimed to further promote the country as a prime travel destination, showcasing its rich cultural heritage and diverse natural attractions.
By September 2024, the Philippines had welcomed 290,123 Japanese tourists, making Japan the third-largest source of international visitors to the country, after South Korea and the United States. This surge in Japanese travelers underscores the strong ties between the two nations and the Philippines’ appeal as a must-visit destination in the region.
Philippine Ambassador to Japan, Mylene Garcia-Albano, represented Tourism Secretary Christina Frasco at the Ministerial Roundtable, where she presented the Philippine Experience Programme. This initiative, which has successfully completed nine legs across various regions of the country, aims to showcase the rich cultural and natural heritage of the Philippines. Future legs are scheduled to take place in the Cordillera Administrative Region and the Caraga Region, further expanding the program’s reach and impact.
In line with the celebration of World Tourism Day on September 27, the Department of Tourism (DOT) launched a new audiovisual presentation as part of the ‘Love the Philippines’ campaign. The presentation highlights the nation’s diverse attractions, from its incredible biodiversity and breathtaking landscapes to its vibrant festivals and rich culinary traditions. It extends a warm invitation to travelers worldwide to experience Filipino hospitality and create lasting memories across the archipelago’s 7,641 islands.
The campaign’s recent accolades, including the Jury’s Special Award at Tourism EXPO Japan and its recognition as Asia’s Leading Tourism Campaign 2024 at the World Travel Awards Asia & Oceania, confirm its growing success. It has also been nominated for Best Marketing Campaign at the prestigious Asia Best of the Best Awards, further solidifying its global appeal.
