One slogan that has stuck with the Philippines Department of Tourism (DOT) is the often-repeated quote, “It’s more fun in the Philippines.” Its recently launched video builds on that point by highlighting that what makes a visit to the more than 7,000-island archipelago attractive is its people.
As the roughly two-minute ad says immediately, it has done away with the usual images of beaches, landscapes, and flora and fauna set against rising majestic music. The creative minds behind the ad do show the destinations that the Philippines is known for but through dance and other movements performed by artists.
Well-known sites like the historical former capital of Intramuros, the Banaue Rice Terraces, and Mayon Volcano with its perfect cone are formed through the hued bodies of the dancers. The sounds that augment the experience were recorded in 23 locations all over the Philippines, from the crashing waves in Samar, the mountain hikes in Cordilleras, T’boli instruments from South Cotabato, to the drumming of Dakila Garcia, La Union’s best percussionist.
The DOT’s Facebook page explains this approach: “What makes it more fun in the Philippines? For years, we have shone the spotlight on the country’s stunning beaches and landscapes, its marvelous heritage sites and natural attractions. As tourism begins to pick up anew, we recognize the people who have always made our destinations more memorable and more fun—our tourism workers.”
This is certainly echoed by a Department of Foreign Affairs page that says, “Tourism plays an important role in the Philippine economy. The country boasts of rich natural beauty in its many spectacular beaches, sunny weather, and rich bio-diversity. More than that, the Philippines’ unique and complex culture, as exemplified by its people, cuisine, and lifestyle, attracts many people to visit the country.”