I have lost count of how many tourism slogans this country has produced in my lifetime. Each one comes with a big reveal launch, a lot of fanfare, and millions of pesos that should make us think if we are putting our money in the right place.

Other countries made a decision long ago to speak in one voice. They argue internally, yes, but when they face the world, they project coherence. Their national tourism stories survive elections, reshuffles, and rebrands. Ours does not. We have national campaigns, regional slogans, and city-level identities, all competing for attention like a hodgepodge of billboards shouting over one another on EDSA.

The Philippines, it seems, is always reintroducing itself, trying to explain itself through slogans. But what we need are fundamental changes that will give us the identity of a quality tourist destination, demanding improvement in infrastructure, connectivity, accessibility and quality.

In 2025, about 6.48 million foreign visitors came to the country, a slight 0.76 percent increase over 2024. Government targets for 2026 aim to push that number higher. These upward figures are often cited as proof that things are working. But when I hear those numbers, I do not feel reassured.

While we continue to chase volume, more arrivals, more flights, more exposure, visa-free policies for new markets, bigger targets, and higher graphs, we need to expand our metrics to measure quality experience. Bringing people in faster does not guarantee that experiences are meaningful. Trust must be built not by constant reinvention and rebranding, but by showing up as the same country, again and again, and meaning what we say.

Numbers do not tell you why people come or whether they will come back. They do not tell you if visitors leave understanding the country or simply mark it on their map as just one of those places they have accomplished visiting. And they certainly do not tell you whether Filipinos themselves feel included in this tourism revival.

If anything, everyday experience tells a different story. Ask any Filipino planning a vacation and you will hear the same refrain: it is often cheaper to fly abroad than to travel within our own islands.

When Filipinos are priced out of their own destinations, tourism becomes a performance staged for outsiders. Culture is reduced to decor. Domestic airfares, hotel prices, and transfer costs become a running joke. While government and industry have acknowledged the problem, acknowledgments do not buy us a good, safe, and peaceful family vacation.

Some may insist that what we lack is better marketing. But what we truly lack is ambition for long-term viability and the discipline to make reforms happen.

We need to enhance airports, roads, and seaports to facilitate travel to emerging destinations. We must demand infrastructure that makes destinations accessible to PWDs and seniors. We have to implement comprehensive digital connectivity and tools to enhance the ease of the visitors’ experience.

We need to promote our rich and varied tourism products, from farm to creative industry offerings, to move beyond traditional beach destinations. We must promote the integration of sustainable tourism practices, protect natural resources, and promote Philippine culture and heritage.

Lately, officials have begun using a new word: care. Care-driven tourism. Sustainable tourism. Community-centered tourism. I want to believe this shift is real. But care should not become another slogan. It must be at the core of a system.

The Philippines does not need another tagline. What it needs are reforms that manifest all those slogans, making the Philippines a fun place to be for both foreigners and locals and highlighting the culture, the food, the stories, and the people that make us the Philippines we used to love.