In a strategic move to bolster the Philippines’ international appeal, President Ferdinand R. Marcos Jr. has called upon the Department of Budget and Management (DBM) to reinstate a PHP400-million branding budget for the Department of Tourism (DOT). This directive was issued during a Cabinet meeting held in Malacañang on January 15, 2025, emphasizing the need to maintain the country’s upward trajectory in global visibility.
Marcos highlighted the importance of sustaining the momentum gained from recent international successes, including the achievements of Filipino talents such as gymnast Carlos Yulo, a two-time world champion, and Sofronio Vasquez, who won ‘The Voice US’. He stressed that these accomplishments, along with the commendable performance of Filipino health workers during the Covid-19 crisis, have significantly enhanced the Philippines’ global image.
The President proposed that the necessary funds be drawn from his contingency fund to ensure the continuity of these efforts. He remarked on the importance of capitalizing on the current momentum, stating, “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.”
Tourism Secretary Cristina Garcia Frasco supported Marcos’ initiative, underscoring the critical need for sufficient resources to effectively promote the Philippines as a premier international destination. She cautioned that without adequate funding, the DOT’s ability to engage target audiences, activate trade and consumer initiatives, and conduct global media outreach would be severely compromised.
Frasco also presented the success of the Philippines’ tourism campaign, which saw international visitor receipts reach PHP760 billion in 2024. She noted a significant increase in the average stay of foreign tourists, from nine nights in 2019 to 11 nights in 2024, indicating a growing interest in the country as a travel destination.
The DOT has officially requested the restoration of the PHP400 million branding budget to further leverage the current momentum and expand its efforts to attract more international visitors.