'It's More Fun in the Philippines' Ad Campaign Is Back. And You Can Be a Part of It!

It's still more fun in the Philippines!

Last year, tourist arrivals to the Philippines increased by 7.43 percent. In an effort to maintain this, the Department of Tourism is counting on crowdsourcing as it refreshes the It's More Fun in the Philippines campaign.

The campaign will use photos, videos, and other content of Filipinos and foreigners in posters and other marketing materials. Instead of paying each individual, however, the DOT will make a $10 donation under each user's name to the World Wide Fund for Nature.

When asked why the campaign will carry on and just be refreshed, Department of Tourism secretary Berna Romulo Puyat answered, "Millions have shared why it is more fun in the Philippines. This inspired us to let you tell the rest of the world why."


"I actually believe in continuity. The hashtag works. Second, like in other countries, they never changed their campaign. For me, I believe it works. The Philippines has embraced the hashtag. We've made it our own and we've already had 4.3 million [people] using it," Romulo Puyat added.

While the old slogan still remains, it has been given a new look with a custom-made font called "Barabara" which is inspired by the Filipino style of hand-painted lettering found on jeeps and signs. The free-for-use font is available for download on the campaign's website.

The department is hoping to spearhead sustainable tourism while promoting other destinations apart from Cebu, Boracay, El Nido, and Siargao through the campaign. Currently, the hashtag has been used over 4.6 million times on both Twitter and Instagram.

2018 was a big year for the department. Starting April, Boracay was closed for six months for full rehabilitation. It was officially reopened on October 26, and currently, the island is on the second phase of rehabilitation.

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Paolo Chua
Associate Style Editor
Paolo Chua is the Associate Style Editor at Esquire Philippines, where he writes about fashion and grooming. Before joining Esquire Philippines, he was a writer at Town & Country Philippines.
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