Department of Tourism (DOT) Secretary Christina Garcia Frasco welcomed the growing international recognition of the “Love the Philippines” campaign, which received the Jury’s Special Award at Tourism EXPO Japan 2024 on Thursday (September 26).
The award acknowledges the campaign’s outstanding efforts in promoting the Philippines’ cultural richness, natural beauty, and commitment to sustainable tourism through a collaborative approach.
“This jury citation reflects the shared passion and commitment of Filipinos to showcase the best of our nation to the world, aligning with President Ferdinand Marcos Jr.’s vision for the tourism industry. Through the Love the Philippines campaign, we continue to highlight our rich history, stunning landscapes, and the warmth of our people, resonating with travelers globally,” Secretary Frasco shared.
Tourism EXPO Japan 2024, jointly organized by the Japan Association for Tourism Promotion, the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO), stands as one of the most significant international travel events, featuring participants from more than 80 countries and regions. The DOT Tokyo Office, in partnership with the Tourism Promotions Board – Philippines and the DOT Branding and Marketing Communications Office, led the Philippines’ participation in the Expo, featuring DOT-accredited hotels and resorts, major airlines, DOT-attached agencies, airport and seaport representatives, and partner tour operators.
As of September 26, 2024, the Philippines already welcomed 290,123 Japanese visitors, making Japan the third-largest source of tourists, trailing only South Korea and the United States.
Secretary Frasco added, “This award reflects the deepening bond between the Philippines and Japan, as we continue to share our culture, heritage, and natural beauty with our Japanese friends. The steady increase in Japanese visitors underscores this growing rapport and solidifies the Philippines as a tourism powerhouse on the global stage.”
Philippine Ambassador to Japan, Mylene Garcia-Albano, represented Secretary Frasco during the Ministerial Roundtable, where she introduced the Philippine Experience Program—a flagship initiative of the tourism chief under the “Love the Philippines” campaign.
Secretary Frasco further emphasized that the Philippine Experience Program has successfully completed nine legs across various regions, with upcoming legs planned in the Cordillera Administrative Region (CAR) and the CARAGA Region, continuing its expansion to showcase the country’s diverse tourism portfolio.
In celebration of World Tourism Day on September 27, the DOT also launched a new “Love the Philippines” audio-visual presentation that showcases the country’s diverse attractions—from its rich biodiversity and stunning landscapes to festive traditions and flavorful cuisine—inviting travelers to embrace Filipino hospitality and create unforgettable memories across the 7,641 islands.
The Jury’s Special Award follows other recent accolades for the “Love the Philippines” campaign, including its win as Asia’s Leading Tourism Campaign 2024 at the World Travel Awards Asia & Oceania Gala Ceremony and its nomination for Best Marketing Campaign at the prestigious Asia Best of the Best Awards.
