Philippines aims for 4.2-M tourists in 2012

Lala Rimando

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The tourism department is banking on the newly launched country campaign brand to increase tourist arrivals

MANILA, Philippines – At least 4.2 million tourists is the target of the tourism department for 2012.

That’s a 13.5% increase from the 3.7 million tourists who visited in 2011.

“We’re very much in the position to absorb the additional (almost) one million visitors this year,” Tourism Secretary Ramon Jimenez told Rappler in a previous interview.

The Aquino government has increased its end-2016 target to 10 million tourists a year. It was previously set at six million, almost double the current number of visitors.

The higher target will at least reduce the gap between how many the Philippines get now compared to, say, Vietnam, which is visited by over five million a year now, Jimenez explained.

On Friday, Jan. 6, 2012, the tourism department formally revealed its new country campaign brand, which is aimed at increasing visitors to the Philippines.    

“It’s more fun in the Philippines” is the line for international marketing efforts, while “#1forfun” is aimed at the local audience. 

MORE FUN. This is the tourism campaign line for international audience. Credit: Department of Tourism.

HASHTAG FUN. This is the tourism campaign line for domestic use. Credit: Department of Tourism.

Advertising firm BBDO Guerrero is in charge of shaping “all forms of communication for the country’s domestic and international tourism promotions.” They won the bid in December 2011, but the theme reveal was purposely delayed to January as the country dealt with the aftermath of Tropical Storm Sendong’s wrath. –

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