Come to the Philippines and you’ll hear the phrase “It’s more fun in the Philippines” uttered a number of different ways – as an expression of delight, a declaration of pride, even a sign of exasperation. But no matter how it’s used, one thing is clear: it has now become a significant part of the local culture and vernacular.
This is the story of a tourism campaign whose greatest achievement was its unique ability to win over its own people. And by doing so, has managed to mobilize a powerful tourism force to captivate a global audience.
This paper demonstrates how fun fired up a nation, fuelling a growth in tourism arrivals and revenues that has outpaced regional and global benchmarks. Proof that indeed, tourism is more fun in the Philippines.