The Philippine Department of Tourism (DOT) announced on
Tuesday (September 24) that the country has secured three nominations at the
Asia Best of Best Awards, a global program that recognizes outstanding
achievements and excellence across a wide range of industries in Asia, with a
particular focus on travel and tourism.
The DOT received nominations in the following categories:
Best Marketing Campaign for the “Love the Philippines” country branding, Best
in Service - Customer Support for the DOT’s Tourist Assistance Call
Center, and Tourism Secretary Christina Garcia Frasco for the Best Woman Leader
award.
Tourism Secretary Frasco expressed her gratitude for the
nominations, saying, “The Philippines
is truly blessed with natural beauty, from our majestic landscapes to our rich
cultural heritage, and the most important of all—our people. It is our mission
to ensure that the world sees and experiences these treasures. These
nominations reflect the hard work of the entire tourism industry in promoting
our country and enhancing the overall tourist experience guided by the
directive of President Ferdinand Marcos, Jr.”
Spreading “Love The Philippines” Campaign
Launched in June 2023, the “Love the Philippines” campaign,
nominated for Best Marketing Campaign, reintroduces the country to the global
tourism market by emphasizing its unique charm, grace, and hospitality. Built
on four pillars, the campaign highlights the Philippines' biodiversity as one
of 18 mega-diverse nations, its breathtaking natural landscapes, vibrant
festivals, and rich culinary traditions.
“The ‘Love the
Philippines’ initiative tells the story of our nation’s heart. It is a way of
showcasing our people’s warmth, our country’s natural wonders, and the deep cultural
history embedded in our festivals and cuisine. We want every visitor to leave
with a piece of the Philippines in their heart,” Secretary Frasco
enthused.
The campaign has garnered widespread support from both the
government and private sectors. Within 24 hours of its launch, social media
sentiment monitoring tool Sprinklr recorded over 59.1 million positive
reactions. The campaign continues its international activations across key
markets and territories, while regional rollouts within the Philippines have
seen strong collaboration with local governments and tourism stakeholders,
ensuring a unified and cohesive promotion and adoptation of the brand.
Service at its Best: the Tourist Assistance Call Center
The DOT’s Tourist Assistance Call Center (TACC), nominated
for Best in Service - Customer Support, is an essential part of the
government’s efforts to revitalize the tourism industry. This 24/7
multi-platform hotline provides real-time travel-related information, emergency
assistance, and support to both local and international tourists.
“Our commitment to
hospitality begins long before a tourist sets foot in the Philippines,” said
Secretary Frasco. “Through the
Tourist Assistance Call Center, we ensure that visitors receive the guidance
and help they need at every stage of their journey, from planning to their
return home,” she added.
As of September 22, 2024, the TACC has handled more than
10,000 inquiries through various platforms such as email, voice calls, live
chat, and social media, with the majority of inquiries coming from the
Philippines, followed by the United States and India.
Since its inception, the TACC has maintained an average
customer satisfaction rating of 84% in post-service surveys, demonstrating its
consistent commitment to providing exceptional support and service.
Trailblazing Leadership: Secretary Frasco Among Asia’s
Top Women Leaders
The third nomination celebrates Tourism Secretary Christina
Garcia Frasco as one of the leading women in Asia, nominated for the Best Woman
Leader award. Under her leadership, the DOT has consistently been recognized as
one of the most trusted government agencies in the Philippines. For the period
of July 1-10, 2024, Secretary Frasco received a 90% job performance rating
among cabinet officials, according to a survey conducted by the RP-Mission and
Development Foundation.
In her service as Tourism Secretary, she spearheaded key
initiatives including the establishment of the award-winning Tourist Rest
Areas, the nominated TACC, the Philippines Hop-On Hop-Off, and the enhanced
Travel Philippines mobile application, among several other transformational
efforts.
“We are
transforming Philippine tourism into an inclusive, sustainable, and globally
competitive industry,” Frasco noted. “Our goal is not only to promote our country’s top destinations but
also to develop emerging locations, making our tourism offerings accessible and
enjoyable for all kinds of travelers.”
Secretary Frasco’s administration also continues to champion
the expansion of dive tourism and initiate significant infrastructure
improvements across the country, particularly in airports and seaports, to
further improve tourism accessibility. The 2023-2028 National Tourism
Development Plan, which she spearheaded and was approved by President Ferdinand
R. Marcos Jr is a comprehensive roadmap aimed at transforming the Philippines
into a tourism powerhouse in Asia.
Casting Your Vote: Supporting the Philippines
Support the Philippines by casting your vote for the Asia
Best of Best Awards through the official website or by scanning the provided QR
code. Voting remains open until September 30, 2024.
The Asia Best of Best Awards is organized by Golden Tree
Events in Dubai, U.A.E. as part of the World Best of Best Awards program, which
celebrates outstanding achievements across various industries and regions.
Winners will be revealed at the gala ceremony on November 9,
2024, at The Westin Dubai Mina Seyahi Beach Resort & Marina.
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