菲律宾参议员敦促旅游部坚持使用单一的营销活动，以建立长期的国际知名度，并援引了马来西亚“Truly Asia”（真正的亚洲）等长期成功的案例。
Philippine senators have urged the Department of Tourism to stick with a single marketing campaign to build long-term international recognition, pointing to long-running successes such as Malaysia’s “Truly Asia” tagline.
据《菲律宾星报》报道，新任旅游部长迪塔·安加拉-马泰（Dita Angara-Mathay）在周一的部门预算听证会上，被问及她对当前口号“Love the Philippines”（爱菲律宾）的计划。
Newly appointed Tourism Secretary Dita Angara-Mathay was asked about her plans for the current slogan, “Love the Philippines”, during a departmental budget hearing on Monday, the Philippine Star reported.
参议院财务小组委员会主席欧文·图尔福（Erwin Tulfo）建议保留当前口号，而不是重新开始。
Senate finance subcommittee chairman Erwin Tulfo suggested keeping the current slogan rather than starting afresh.
“这就像我们是唯一一个每届政府都更换旅游口号的国家。我们有‘Love’（爱）、‘More Love’（更多的爱）、‘Love-Love’（爱-爱）、‘It’s More Fun’（更有趣）和‘Wow Philippines’（哇，菲律宾）。为什么？”图尔福说，并补充道，如果在2028年总统大选后的下一届政府再次进行品牌重塑，他也不会感到惊讶。
“It’s like we’re the only country that changes its tourism slogan with each administration. There’s ‘Love’, ‘More Love’, ‘Love-Love’, ‘It’s More Fun’, and ‘Wow Philippines’. Why?”Tulfo said, adding that he would not be surprised if another rebrand occurred under the next government following the 2028 presidential election.
“我们为什么要改变？我觉得‘Wow Philippines’没什么问题。这里到底发生了什么？”图尔福引用了东南亚邻国马来西亚的例子，其“Malaysia, Truly Asia”（马来西亚，真正的亚洲）活动自1999年推出以来一直保持不变。
“Why do we change? I don’t see anything wrong with ‘Wow Philippines.’ What is going on here?”Tulfo cited Southeast Asian neighbour Malaysia, whose “Malaysia, Truly Asia” campaign has stayed the same since its launch in 1999.
数字旅游平台Asia Guide最近的一项排名将“Malaysia, Truly Asia”列为全球第一。“Love the Philippines”排名第九，落后于“Incredible India”（不可思议的印度）、“Amazing Thailand”（神奇的泰国）和“Wonderful Indonesia”（精彩的印度尼西亚）。
A recent ranking by digital travel platform Asia Guide placed “Malaysia, Truly Asia” at number 1 globally. “Love the Philippines” ranked ninth, behind “Incredible India”, “Amazing Thailand” and “Wonderful Indonesia”.
据《马尼拉公报》报道，为防止频繁的品牌重塑，图尔福在听证会上提交了一项法案，要求菲律宾至少保留官方旅游口号15年。
To prevent constant rebranding, Tulfo filed a bill during the hearing that would require the Philippines to retain an official tourism slogan for at least 15 years, according to the Manila Bulletin.
他说：“虽然旅游活动的变化可能旨在反映不断变化的优先事项，但频繁更换会导致不连续性，削弱公众的熟悉度，并需要大量资源用于品牌重塑和实施。”
“While changes in tourism campaigns may be intended to reflect evolving priorities, frequent replacements result in discontinuity, dilute public familiarity and require substantial resources for rebranding and implementation,” he said.
参议院财政委员会主席J.V.埃赫西托支持该提议，并表示：“我赞成坚持采用统一的品牌标识。”对此，安加拉-马塔伊同意采用永久性口号更为合适。她主张保留“热爱菲律宾”这一口号，因为它体现了菲律宾人的热情、关怀和好客。
Senate finance committee Chairman J.V. Ejercito backed the proposal, saying: “I agree to stick with one branding.”In response, Angara-Mathay agreed that a permanent slogan would be preferable. She was in favour of keeping “Love the Philippines” because it reflected the warmth, care and hospitality of the Filipino people.
据《国家支出计划》，该部门及其下属机构提议为明年编列40亿比索（6380万美元）的预算。
The department and its subsidiaries have proposed a 4 billion peso (US$63.8 million) budget for next year, according to the National Expenditure Programme.
安加拉-马塔伊周一对《每日论坛报》表示，该部门将把工作重点从游客到访数量转向推动游客增加支出、吸引资本和创造就业机会。
Angara-Mathay told the Daily Tribune on Sunday that the department would shift its focus from visitor arrival numbers to driving higher visitor spending, attracting capital and creating jobs.
在11月东盟领导人峰会召开前，菲律宾今年担任这个11成员集团的轮值主席国并主办此次峰会，该部门正优先改善基础设施、出入境口岸和航空网络连通性。
Ahead of the Asean Leaders’ Summit in November, which the Philippines is hosting as this year’s chair of the 11-member bloc, the department is prioritising improving infrastructure, gateways and air connectivity.
安加拉-马塔伊说：“我们希望将自身打造为一个主动发挥带头作用、做好旅游接待准备的机构。”
“We want to be defined as an agency that’s proactively taking the lead in tourism readiness,” Angara-Mathay said.
菲律宾统计局数据显示，旅游业2025年对经济的贡献率为8.1%，创造2.27万亿比索收入，并在全国支持了770万个就业岗位。文：《南华早报》亚洲部
According to Philippine Statistics Authority data, tourism contributed 8.1 per cent to the economy in 2025, generating 2.27 trillion pesos in revenue and supporting 7.7 million jobs nationwide. By SCMP’s Asia desk