MANILA - When Secretary Ramon Jimenez launched the tourism department's new slogan in 2012, the public was divided over it. Many questioned if it was creative enough, or how effective it could be.
MANILA - When Secretary Ramon Jimenez launched the tourism department's new slogan in 2012, the public was divided over it. Many questioned if it was creative enough, or how effective it could be.
But by the end of his term, Jimenez’s ‘More Fun’ had racked up international awards, even being hailed as among the world’s best marketing campaigns. “Filipinos are the only people online that can cause a trend on Twitter. We have 25 million Facebook subscribers, who are highly readable. Even if only 1/4th of them got one tourist to come next year, we would triple the arrivals."
By the end of 2012, the total number of tourist arrivals had grown to 4.27 million. By 2013, this had further risen to 4.68 million, and in 2014, it reached 4.83 million. By the end of 2016, tourist arrivals hit 5.97 million. The tourism industry had also become a bigger part of the economy.
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