In May 2023, after the DOT was caught in a controversy regarding the Office of the Presidential Adviser on Creative Communications' We Give the World Our Best campaign in London,[3] Tourism Secretary Christina Garcia-Frasco said the DOT would come up with an "enhanced tourism slogan".

The Love the Philippines campaign, including the logo and other collaterals, cost ₱49 million to conceptualize.

[6] The launch video for the campaign sparked outrage from the internet when it was discovered to include stock footage of numerous foreign tourist destinations, including those from Brazil, Indonesia, Switzerland, Thailand, and the United Arab Emirates.

"[13] House Representative for Albay Joey Salceda, however, was critical of the lack of representation of his province and the wider Bicol Region in the initial campaign materials.

[13] Tourism secretary Garcia-Frasco assured Salceda that his province would have a chance to be featured.