Philippine Department of Tourism & Branding

A set of 40 vocabulary flashcards reviewing key terms, people, campaigns, and concepts from the lecture on the Philippine Department of Tourism and its branding efforts.

Department of Tourism (DOT)

Executive department of the Philippine government responsible for the promotion, development, and regulation of the country’s tourism industry.

DOT Vision

To position the Philippines as a safe, sustainable, and competitive tourism destination both domestically and internationally.

DOT Policy Development

The creation of policies, programs, and plans that foster tourism growth.

DOT Standards & Accreditation

Oversight of quality standards and the accreditation of tourism establishments such as hotels, resorts, and tour operators.

DOT Coordination with LGUs

Collaboration with local government units and private stakeholders to ensure sustainable tourism development.

DOT Training Programs

Initiatives like the Filipino Brand of Service Excellence (FBSE) that upskill tourism frontliners.

Ma. Esperanza Christina Garcia Frasco

18th Secretary of Tourism, appointed under President Ferdinand R. Marcos Jr.

Secretary Frasco Office Assumption Date

June 30, 2022—the day Christina Garcia Frasco officially took office as DOT Secretary.

Secretary Frasco Academic, and Serving Background

Lawyer educated at Ateneo de Manila University; served as Mayor of Liloan, Cebu (2016–2022).

Filipino Brand of Service Excellence (FBSE)

DOT training program that standardizes and elevates customer service, anchored in Filipino values and culture.

7 Ms

Collective label for the seven core Filipino values featured in FBSE.

WOW Philippines

DOT’s 2002–2009 tagline that showcased the country’s “Wealth of Wonders.”

"Wealth of Wonders"

Primary meaning of the acronym “WOW” in the WOW Philippines campaign (other variants included “Warm Over Winter”).

Richard Gordon

DOT Secretary who created the WOW Philippines campaign.

Pilipinas Kay Ganda

Short-lived 2010 DOT tagline criticized for limited appeal and resemblance to Poland’s tourism logo.

It’s More Fun in the Philippines

Highly successful 2012–2022 global campaign highlighting Filipino hospitality, fun, and natural beauty.

Ramon Jimenez Jr.

DOT Secretary who launched the “It’s More Fun in the Philippines” campaign.

Love the Philippines

2023-present DOT tagline focusing on heritage, identity, culture, and Filipino warmth.

"Tara Na, Biyahe Tayo!"

Iconic 2004 domestic travel jingle released under the WOW Philippines campaign.

"Biyahe Singers"

All-star ensemble of Filipino artists who performed “Tara Na, Biyahe Tayo!” in 2004.

"Pilipinas, Tara Na!"

2011 revived version of the DOT travel jingle featuring 57 Filipino artists.

It’s More Fun Jingle

Official domestic jingle (2012–2023) for the “It’s More Fun in the Philippines” campaign.

Jay Padua

Lead singer of the It’s More Fun in the Philippines domestic jingle.

Tin Sanchez

Lyricist who wrote the words for the It’s More Fun jingle.

Mike Villegas

Composer of the music for the It’s More Fun jingle.

Angelo Villegas

Arranger of the It’s More Fun jingle.

Love the Philippines Theme Song

Official song of the 2023 DOT campaign, performed by Morissette.

Morissette (Asia’s Phoenix)

Cebuana powerhouse vocalist who sings the “Love the Philippines” theme song.

Local Government Unit (LGU)

Administrative division with which DOT coordinates to implement tourism initiatives sustainably.

Sustainable Tourism Development

DOT’s approach to balancing tourism growth with environmental and cultural preservation.

Filipino Hospitality

Renowned warmth and friendliness of Filipinos highlighted in DOT campaigns.