By Darryl John Esguerra

BRANDING BUDGET. President Ferdinand R. Marcos Jr. convenes a meeting with members of his Cabinet on Wednesday (Jan. 15, 2025) in Malacañang. During the meeting, the President directed the Department of Budget and Management to restore the PHP400-million branding budget of the Department of Tourism to better market the country as a global tourist destination. (PCO photo)

MANILA – President Ferdinand R. Marcos Jr. on Wednesday instructed the Department of Budget and Management (DBM) to restore the PHP400-million branding budget for the Department of Tourism (DOT) to sustain the country’s growing global presence.

In a meeting in Malacañang, Marcos underscored the importance of continuing the momentum the Philippines has gained in international recognition to improve the country’s global standing and lure more tourists.

“Restore the PHP400 million branding budget of DOT to sustain the momentum,” Marcos told the DBM, citing the need to build on recent achievements, including the successes of Filipino talents like gymnast Carlos Yulo, a two-time world champion, and Sofronio Vasquez, winner of “The Voice US.”

The President added that the funding will be sourced from his contingency fund, aiming to ensure that the Philippines maintains its upward trajectory in global visibility.

“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,” Marcos said.

“All of these things that our people are doing that is great for the Philippines, and then we’re still living off the wonderful performance of Filipino health workers during Covid. Hindi na makakalimutan ‘yon (That will never be forgotten).”

Tourism Secretary Cristina Garcia Frasco echoed Marcos’ view, stressing the need for adequate resources to continue promoting the Philippines as a top international destination.

She warned that insufficient funding would hinder her agency’s ability to engage target audiences, reduce trade and consumer activation opportunities, and limit global media outreach.

In her presentation, the Tourism chief also highlighted the success of the Philippines’ tourism campaign, noting that the country garnered PHP760 billion in international visitor receipts in 2024.

Furthermore, foreign tourists are staying longer in the country, with an average stay of 11 nights in 2024, compared to just nine nights in 2019.

The DOT has formally requested the reinstatement of the PHP400 million branding budget to further capitalize on the momentum and expand its efforts to attract international visitors. (PNA)