Key facts
- Philippine senators urged the Department of Tourism to adopt a single, long-term marketing campaign.
- Malaysia's "Truly Asia" tagline was cited as a successful example of long-term recognition.
- Tourism Malaysia is organizing a sales mission to the Philippines from August 16-23, 2026.
- The mission will involve 21 Malaysian tourism stakeholders and 340 Filipino buyers.
- Malaysia recorded 299,633 visitor arrivals from the Philippines as of June 2026.
Philippine senators have called on the Department of Tourism to adopt a consistent, long-term marketing strategy, drawing parallels with Malaysia's enduring "Truly Asia" campaign. During a budget hearing on Monday, newly appointed Tourism Secretary Dita Angara-Mathay was questioned about the future of the current "Love the Philippines" slogan. Senate finance subcommittee chairman Erwin Tulfo advocated for maintaining a single campaign to foster lasting international recognition.
Meanwhile, Tourism Malaysia is set to conduct a multi-city sales mission in the Philippines from August 16 to 23, 2026. The mission, which will visit Manila, Davao, and Cebu, aims to strengthen tourism cooperation and increase visitor arrivals from the Filipino market. It will feature a Destination Seminar and Travel Mart, connecting 21 Malaysian tourism industry stakeholders with 340 Filipino buyers through business-to-business meetings and presentations. Malaysian delegates will showcase diverse offerings, including cities, islands, shopping, culture, and culinary experiences, with a focus on Muslim-friendly tourism facilities. Lee Thai Hung, Deputy Director General (Promotions II) of Tourism Malaysia, highlighted the Philippines as a promising source market due to strong air connectivity and cultural ties, aligning with the Visit Malaysia 2026–2027 campaign. As of June 2026, Malaysia had recorded 299,633 visitor arrivals from the Philippines, a slight increase from the previous year, supported by approximately 59 weekly flights connecting the two countries.