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, where Marcos emphasized the necessity of maintaining the country’s upward trajectory in global visibility.
Marcos highlighted the recent successes of Filipino talents, such as gymnast Carlos Yulo, a two-time world champion, and Sofronio Vasquez, winner of ‘The Voice US,’ as pivotal in enhancing the Philippines’ international image. He stressed that these achievements, along with the commendable efforts of Filipino health workers during the Covid-19 pandemic, have significantly contributed to the country’s global standing.
The President proposed that the funding for the branding initiative be drawn from his contingency fund, underscoring the urgency of sustaining the momentum gained. He remarked, ‘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’ stance, emphasizing the critical need for sufficient resources to continue promoting 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 extend global media outreach would be severely compromised.
Frasco also showcased the success of the Philippines’ tourism campaign, revealing that the country earned PHP760 billion from international visitors 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.
In response to these developments, the DOT has officially requested the restoration of the PHP400 million branding budget to further leverage the momentum and expand its efforts in attracting international visitors.