Philippine Red Cross chairperson and CEO Dick Gordon, who launched and popularized the slogan “WOW Philippines” during his term as tourism secretary, said he supports the government’s new tourism campaign.

While he finds the new tourism slogan, “Love the Philippines” instantly appealing, Gordon underscored that the success of Philippine tourism depends on the tourists’ overall experience of the country.

“It is catchy and easy to recall! Connects easily with the long spelling of Philippines. It also serves as a double meaning call for Filipinos to love the country because we are well endowed with natural beauty and sights, and people share excellent traits, such as being welcoming, happy, and kind,” he said in a news release on Wednesday.

“Second, it is a statement of appreciation for the Philippines experience by tourists. Of course, the slogan will be meaningful if land, air, and port infrastructure are continuously enhanced for pleasant access and the totality of our people remain honest, responsible, and pleasant to all folks, foreign and domestic.”

Gordon, who served as tourism secretary from 2001 to 2004, congratulated the Department of Tourism (DOT) on its 50th-anniversary celebration where President Ferdinand R. Marcos Jr. led the unveiling of the new tourism slogan that replaced “It’s More Fun in the Philippines” at the Manila Hotel on Tuesday.

Gordon encouraged every Filipino to “act like the secretary of tourism” by being a steward of the country.

“What is important is the product: The little things count, such as the cleanliness of airports. The honesty of people working in tourism is also important. These things, combined with nature and historical sites and other wonderful places that tourists come to visit, comprise the tourists’ whole experience, which will make them want to come back,” he said.

Gordon, a former senator, is the principal author of the Tourism Act of 2009, which is the framework for a whole-of-nation approach to tourism as a source of sustainable livelihoods.

His flagship marketing campaign “WOW Philippines” earned recognition from the ITB Berlin Tourism Trade Fair in 2001 and 2002.

In 2002, he was elected Commissioner for East Asia and the Pacific at the United Nations World Tourism Organization, the only Philippines tourism secretary to hold the post.

He also chaired the Pacific Asia Travel Association in 2003. (PNA)