“It’s more fun in the Philippines,” the new campaign of the Department of Tourism (DOT) is set to debut at the 2012 International Tourismus Bourse (ITB) in Germany, the world's largest travel trade expo.

“Our participation in ITB this year is quite significant because it’s the first time for us to roll out the ‘It’s more fun in the Philippines’ campaign in a global event,” Tourism Secretary Ramon Jimenez Jr. said in a statement.

Happening on March 7-11 in Berlin, Jimenez will lead the country’s 41-man delegation to debut the country’s slogan “It’s more fun in the Philippines” on the international stage. The Philippine booth will cover a total area of 180 square meters, which the DOT will share with private sector partners representing the country’s top hotels, resorts and travel agents. Tourist destinations that will be promoted in the expo are Manila, Negros Oriental, Palawan, Boracay, Cebu, and Bohol.

The Tourism Secretay is confident that the new campaign will create a higher awareness level of the Philippines as a “must-experience” destination in Asia as part of the department’s goal of attracting 10 million tourists by 2016.