President Ferdinand Marcos Jr. yesterday ordered the Department of Budget and Management to reinstate the P400 million branding budget for the Department of Tourism (DOT) to sustain the momentum of the country’s campaign and promotion of the tourism industry.
Earlier, the DOT formally requested the reinstatement of the P400 million branding budget to support its campaign efforts.
During a meeting with the economic managers of the Cabinet and Tourism Secretary Christina Garcia Frasco in Malacañang yesterday, the president said the funding could be sourced from his contingency fund.
Marcos highlighted the Philippines’ strong start in boosting its international image, citing the recent accomplishments by Filipino talents such as the victories of two-time gymnastics world champion Carlos Yulo in the Olympics and The Voice US champ Sofronio Vasquez, who have both brought pride to the country and contributed to the promotion of the country.
“We have to maintain the momentum. There is already momentum. It doesn’t hurt that we have people like Sofronio winning The Voice and that we had Caloy Yulo winning the Olympics,” he said.
“All of these things that our people are doing is great for the Philippines. And then we’re still living off the wonderful performance of Filipino health workers during Covid. It will no longer be forgotten,” he added in mixed English and Filipino.
Frasco echoed the president’s sentiment and expressed full support for the administration’s initiatives to promote Philippine tourism.
She said the insufficient funding for the DOT could lead to reduced engagement with target audiences, fewer trade and consumer activation opportunities, and the absence of global media placements, among other setbacks.
Frasco said due to the country’s promotion efforts last year, it gained P760 billion in international visitor receipts from January 1 to December 31, 2024.
Foreign tourists stayed in the country at an average of 11 nights in 2024, compared with nine in 2019.