This is the country's newest tourism slogan launched by the Department of Tourism (DOT) to members of the press on Friday, months after the agency faced criticism over its failed "Pilipinas Kay Ganda" campaign.
Tourism Secretary Ramon Jimenez Jr. said during the event that they "want the world not to watch but to participate" in the new campaign.
He said "It's more fun in the Philippines" will be rolled out in international markets while the shorter "#1 for fun Philippines" will be the slogan for the domestic market.
"We need a line that is easily understood. Competitive. 'More fun in the Philippines' is true. Keri natin ito (Kaya natin ito)," Jimenez said about the concept, which was developed by advertising agency BBDO Guerrero.
The DOT decided to hold off on branding and marketing strategies last year after the "Pilipinas Kay Ganda" campaign was scrapped due to a major industry outcry.
Before "Pilipinas Kay Ganda," the country had the more popular "WoW Philippines" catch phrase as its tourism slogan.
Meanwhile, DOT announced that it will offer 30-day visas starting this year to "keep up with the competition."
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