Government will initiate and implement a national branding and marketing campaign to promote the Philippines not only as an investment site and tourist destination but as producer and supplier of quality world-class products and services. The Philippines needs to be known as a country offering vast opportunities for trade and tourism and will be promoted as a conducive investment haven, now open for business.
The Plan intends to pursue the development and promotion of "Brand Philippines". The aim is to achieve among global buyers a "Philippine First" mindset by creating a distinct "Philippines" brand widely accepted and recognized in the global export market connoting quality, value and reliability. Moreover, to be known as Asia's trendsetter in export products and services, and setting the highest standards of creativity, innovation and excellence.
A new tourism marketing campaign/ branding shall be developed in consonance with the country's international image and trade promotion thrust, with emphasis given to our country's vast retirement potential and epicurean attractions.
Moreover, judicious selection and programming shall be undertaken in mounting a compelling and meaningful Philippine participation in various cultural, tourism, fairs and trade expositions worldwide with preference for those sanctioned by foreign governments, global associations and inter-government organizations.