DOT CAR Launches New Regional Tourism Tagline

The Department of Tourism – Cordillera Administrative Region (DOT-CAR) unveiled its first regional tourism slogan on Dec. 5, at an event at the Baguio Country Club, Baguio City. OIC-Regional Director Jovita Ganongan shared the new slogan, “Find Yourself in the Cordilleras” to different tourism stakeholders who graced the event.

“We Travel To Find Ourselves”

DOT-CAR is the first region to have its own regional tourism slogan. According to Tourism Promotions Board (TPB) COO Ma. Venus Q. Tan, it is part of the DOT’s marketing strategy for the coming year. Other regions are also being encouraged to come up with their own slogans. Ms. Tan was the former Regional Director of DOT-CAR before she assumed her new post at TPB.

During the slogan presentation, Director Ganongan asked the question: why do people travel? She then showed three types of persons who are more likely to travel: the millennial (in their 20s), the accomplished person (in their 50s), and the soul-searching 40-something. She then describes what each one of them look for when they travel, and how varied these can be.

All of these boil down to looking for, as the slogan goes: “experiences that will define us, stories that will enrich us, memories that will outlive us.” With the Cordilleras’ natural and man-made bounties, it promises you the traveller that you will “find yourself.”

It’s All About Experience

These days, especially among millennials and the younger generation, experience beats any material thing you can buy whenever you travel. In this day and age of social media, you can document your travel experiences from the food that you eat, the people that you meet, and the new things you saw and heard. This is why the slogan is very apt for our age now.

According to DOT-CAR, they will disseminate the new slogan within the region, along with appropriate marketing materials so that the local tourism stakeholders will become aware of it.