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Philippines urged to adopt Malaysia’s lasting tourism strategy

Philippines urged to adopt Malaysia’s lasting tourism strategy
South China Morning Post Wednesday 30 September 2026, 06:16 UTC By SCMP’s Asia desk 1 min read
Key Points

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. 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. Senate finance subcommittee chairman Erwin Tulfo suggested keeping the...

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. 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. Senate finance subcommittee chairman Erwin Tulfo suggested keeping the...
Philippines (LOCATION) Malaysia (LOCATION) Philippine (ORG) the Department of Tourism (ORG) Dita Angara-Mathay (PERSON) the Philippine Star (ORG) Senate (ORG) Erwin Tulfo (PERSON)
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