SEN. LOREN LEGARDA'S STATEMENT ON THE NEW SLOGAN OF THE DEPARTMENT OF TOURISM (DOT)

The Philippines is not just a beautiful destination for tourists; it is a treasure trove of biodiversity, cultural heritage, and vibrant communities. By emphasizing "love" in our new slogan, we highlight our deep connection with our environment, people, and traditions.

It is a call to action, urging both locals and visitors to appreciate and preserve the natural wonders that make our country so unique, with our commitment to sustainable tourism practices ensuring that future generations can continue to experience the magnificence of our natural landscapes.

It also recognizes the invaluable contributions of our MSMEs--the backbone of our economy--and reflects the entrepreneurial spirit and creativity of the Filipino people. Promoting "Love the Philippines" encourages tourists to engage with these businesses, supporting local artisans, craftsmen, and entrepreneurs. This, in turn, fosters economic growth, job creation, and the preservation of our cultural heritage.

Through this new slogan, let us tell the story of the Filipino people and invite others to join us in loving and protecting the Philippines. By doing so, we encourage tourism and promote sustainable development, cultural appreciation, and economic empowerment for our nation.