EMBRACING THE NOTION: LEAOVE THE PHILIPPINES

In a perplexing move that left Filipinos intrigued, the Department of Tourism recently bid farewell to the iconic slogan It’s more fun in the Philippines and introduced a humdrum replacement Love the Philippines. This decision has provoked questions and debates as the change patently signifies a disconnect from the country’s realities highlighting the deep-rooted issues of injustices, inequality, and corruption. By abandoning a slogan that celebrated the lively spirit, charm, and the pronounced fun in the country, the government just seems to imply that the fun has sadly vanished from the Philippines.

For over 11 years, the erstwhile slogan “It’s more fun in the Philippines” encapsulated the essence of the country’s radiating joy, warmth, and the inviting spirit of its people. It was a beacon of hope for the struggling tourism industry, enticing millions of international visitors to its shores. This had successfully positioned the Philippines as an attractive and exciting destination that ultimately bolstered the economy and created numerous jobs. It is indeed the country’s integral part proudly embraced by Filipinos who take pride in showcasing the diverse wonders of the archipelago to the world.

The Department of Tourism justifies its decision to change the slogan by claiming that it aims to promote the country’s tourism offerings beyond mere fun. Tourism Secretary Christina Garcia Frasco argued that the influx of international visitors, reaching the annual target for the year 2022 in just six months, warranted the change. But clearly, this reasoning falls flat when we consider the countless problems that persist within Philippine society. It is a mockery to replace a slogan that embodies joy and excitement with one that demands love while disregarding the ongoing corruptions, injustices, etc. that plague the nation.

Furthermore, this change is actually not the first attempt to revamp the Philippines’ slogan. In 2017, former Undersecretary Kat de Castro voiced similar concerns suggesting that the existing slogan failed to attract tourists from Europe and the United States. Evidently, their attempts to find a more appealing tagline have gone astray that led to the current uninspiring choice.

The rebranded campaign “Love the Philippines” is said to reflect Filipinos’ resilience and growth. But to romanticize these promising traits is to just neglect the government’s imbecility. It feels more like a futile endeavor to cover up the stains and red in the grounds of the country. Their actions, or lack thereof, in addressing the pressing issues have only fuelled the disenchantment of its citizens. Instead of unveiling the best of the Philippines, they are just exposing the worst –the blatant misuse and funnelling of funds, lack of creativity, and the straight up negligence and incompetence.

Adding fire to the fuel, the recent campaign video released by the Department of Tourism has caused an uproar among Filipinos. With a staggering budget of 49 million pesos, the video has shamelessly utilized stock images and videos from other countries, revealing a sense of foolishness and lack of creativity within them. It is clearly an insult to the vast wealth of breathtaking natural wonders, welcoming cities, and unique cultural heritage we have right here. This is needless to say a blatant display of corruption and a slap to those who still have hopes in this dying country.

However, despite all these messes, a typical Filipino being known as resilient and compassionate might just choose to shy away the fluttering red flags and still love the country. Or perhaps because them being handed an empty plate of opportunities due to the country’s sloppy and broken system puts them in a Hobson’s choice—to choose to suffer in a country they only have. Between to love and leave the Philippines, and if only Filipinos are to wake up with a clear and rational mind ensued by a fair, trustworthy, and equal governance, not a single doubt every Juan will desire the latter.

So, why change? It seems like the authorities are merely hiding behind a shallow rebranding to distract us from the harsh realities and horrors we face daily. They have chosen to turn a blind eye, sweeping everything under the rug, hoping that this feeble attempt will drastically wash away all the societal issues we face. Filipinos deserve better. THE PHILIPPINES DESERVE MORE. We don’t need a new slogan; we need genuine efforts to address the root causes of our problems and create actual and meaningful changes. We demand honesty, accountability, transparency, and not some flowery words that do not noticeably generate tangible improvements. Until these underlying problems are acknowledged and effectively addressed, it is difficult to embrace the notion of loving a country that seems to have lost its way.