Efforts to promote tourist destinations in the Philippines are always welcome, an official of the Department of Tourism (DOT) said.

DOT Assistant Secretary Roberto Alabado III made the remark after the tourism department announced that actress Dimples Romana, known for her role as Daniela in an afternoon soap opera “Kadenang Ginto”, will be joining its tourism promotion efforts.

DOT Assistant Secretary Roberto Alabado III  
Original photo from DOT Assistant Sec. Alabado’s Facebook account

Romana’s alter ego, “Daniela the explorer” has appeared in viral memes where she is seen traveling to different tourist destinations as well as unlikely places such as farms, markets and even flooded areas.

“It’s very exciting to see that even TV personalities or showbiz personalities are also showing their support to the programs of the Department of Tourism,” Alabado said in an economic briefing in Malacañang.

“Their heightened support shows that more Filipinos believe in the agency’s ‘It’s More Fun in the Philippines’ brand and slogan.”

The tourism official said their heightened support shows that more Filipinos believe in the agency’s “It’s More Fun in the Philippines” brand and slogan.

He said aside from celebrities, other sectors have also expressed interest in co-branding with the agency.

“I think the Department of Tourism right now is getting a groundswell of support from all sectors. We have a lot of companies and co-branding with us. We have a lot of support from the airlines, to the malls, to the telecoms, to food products, fast food, everything,” Alabado said.

“We want to share it to the whole world.”

“Mahal nila ang Pilipinas at nakikita nila na (They really love the Philippines and they can see that) when we talked to them, they were seeing the best of the Philippines by going around. So, we want to share it to the whole world,” he added.

The DOT’s tagline “It’s More Fun in the Philippines” was launched in 2012 under the term of then President Benigno Aquino III but Alabado said he does not see it being replaced anytime soon.

“It would be very difficult if we would change our branding and our slogan from time to time because if we’re going to look at our neighbors, they have been using their own logos and taglines for the past decades and it has improved the recall of that brands,” he said.

“Even our stakeholders, our private stakeholders from hotel business to the tour operators, they love the logo and it’s easy for them to just inject the natural fun that Filipinos can always put in their tours,” Alabado added.

On Monday, the DOT posted photos showing Romana meeting DOT Tourism Secretary Bernadette Romulo-Puyat at the DOT headquarters in Makati City.

The photo’s caption said Romana describes herself as “an art-enthusiast and self-confessed museum-lover” who will be collaborating with the agency to promote lesser-known tourist destinations, museums, heritage sites, and advocate for sustainable tourism. 


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