In a bid to promote the popular tourist destination as a family-friendly getaway, the local government of Malay in Aklan has rebranded its tagline from "LaBoracay" to "Love Boracay."

Steering away from its roots of full-on parties without care for the island, the rebranding also went with responsible and sustainable tourism and preservation of the island since the six-month rehabilitation back in 2018 and the COVID-19 pandemic.

Despite a dip in tourist arrivals from major markets such as China and Korea, the local government unit along with private stakeholders continue to market the beach destination and its beauty to other international markets and the domestic market.

Companies such as budget airline AirAsia has offered discounts to partner establishments in the island with discounts to passengers using their boarding passes up until July this year.

With the new direction in celebrating Love Boracay, the local government hopes that families would continue to come back and see the island and its white sands preserved for generations to come.

(Production: Mark Demayo, Gigie Cruz, ABS-CBN News)