“Love the Philippines” Tourism Campaign Gains Momentum Across Europe

"Love the Philippines"

From Europe to Asia and North America, the “Love the Philippines” tourism campaign is gaining significant traction, showcasing the country’s diverse attractions and cultural richness to international audiences.


According to ABS-CBN News, in Spain, the “Love the Philippines” campaign took center stage at the Madrid Feria Internacional de Turismo (FITUR), the largest travel and consumer fair held at IFEMA Madrid from January 24 to 28. With over 250,000 visitors and 9,000 companies from 150 countries in attendance, the Philippines aims to attract 7.7 million visitor arrivals in 2024. The focus is on high-spending and longer-staying European markets.

Philippine Ambassador to Spain Philippe J. Lhuillier emphasized the importance of learning from Spain’s success in tourism and adapting its practices to enhance the Philippine tourism industry.


"Love the Philippines"
Photo Credits to DOT

In Italy, the #LoveThePhilippines campaign caught the attention of commuters with promotional materials on trams in Milan and Rome. It showcase scuba diving and breathtaking images of Philippine festivals, beaches, and nature. Italian outbound travel to the Philippines saw a 79.20% increase in 2023. This surpassed the projected arrival recovery rate for the Asia-Pacific region.

United Kingdom

"Love the Philippines"
Photo Credits to DOT

The #LoveThePhilippines activation at London’s Waterloo Station on January 11, 2024, reached approximately 250,000 passengers. This features promotional videos of popular Philippine destinations on large LED screens. British-Filipino Malcolm Conlan praised the campaign for its vibrant and eye-catching promotion. This highlights its appeal to both tourists and Filipinos alike.

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The Philippines served as the partner country at the CMT Urlaubsmesse tourism expo in Stuttgart, Germany, attracting 70,000 visitors in the first two days. The expo showcased Filipino folk dances and culinary delights. It introduced visitors to Philippine products such as pili nuts and kapeng barako. The Philippines is prepared to welcome tourists and continue infrastructure development, given adventure tourism’s popularity among German travelers.

Global Campaign

The Department of Tourism (DOT) launched an ongoing global branding campaign, targeting not only Europe but also North America, Canada, USA, Japan, Korea, China, and other countries. Overseas Filipinos play a crucial role, comprising 30% of overseas travelers to the Philippines. DOT’s “Bisita Be Me Guest” travel incentive program encourages Filipinos abroad to become tourism ambassadors, with incentives such as housing, travel opportunities, and shopping vouchers.


The “Love the Philippines” campaign is gaining traction globally, attracting tourists and fostering Filipino pride. Through strategic marketing efforts and partnerships, the Philippines continues to position itself as a premier travel destination. It offers unforgettable experiences and warm hospitality to visitors from around the globe.


Read Also: Cebu Tourism Advocates Consumer Rights for Senior and PWDs


Written by Marjo Piedad

Traveler | Foodie | CONTENT EDITOR
📍Cebu, Philippines
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