President Marcos has ordered the Department of Budget and Management (DBM) to reinstate the P400-million branding budget for the Department of Tourism (DOT).
"Restore the P400-million branding budget of DOT to sustain the momentum," Marcos said.
He made the directive during a meeting with the DBM, Tourism Secretary Esperanza Christina Garcia Frasco, and other Cabinet members at the Malacañan Palace on Wednesday, Jan. 15.
Marcos said the funding will be sourced from the President's contingency fund.
The President issued the directive as he emphasized that the Philippines is off to a strong start in boosting its international image, citing recent accomplishments by Filipino talents, including two-time gymnastics world champion Carlos Yulo and The Voice US grand champion Sofronio Vasquez, both of whom brought pride to the country.
Marcos stressed the government can’t afford to lose the momentum.
"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 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)," he added.
According to Frasco, insufficient funding for the DOT would lead to reduced engagement with target audiences, fewer trade and consumer activation opportunities, and the absence of global media placements, among other setbacks.
The DOT has formally requested the reinstatement of the P400 million branding budget to support its campaign efforts.
Owing to the government’s global campaign to boost Philippine tourism, Frasco said the country gained P760 billion in international visitor receipts from Jan. 1, 2024 to Dec. 31, 2024.
She added foreign tourists in the Philippines stayed longer at an average of 11 nights in 2024 as compared to only nine in 2019.