The Department of Tourism (DOT) was reported to have hoped that a new slogan would propel the Philippines past not one or two, but five, of its Southeast Asian neighbors in terms of foreign tourist arrivals to their shores.

In 2015, according to the World Tourism Organization (WTO), the country was visited by 4.83 million foreigners, trailing Vietnam, which drew in 7.8 million; Indonesia, 9.4 million; Singapore, 11.8 million; Thailand, 24.7 million; and Malaysia, 27.4 million.

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