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Manila Bulletin devider Philippines devider National devider DOT, TikTok program transforms creativity into livelihood for tourism MSMEs

DOT, TikTok program transforms creativity into livelihood for tourism MSMEs

Published Oct 21, 2025 10:27 pm

At A Glance

  • The Department of Tourism (DOT) and TikTok launched a program to help tourism MSMEs convert creativity into livelihood opportunities.
  • The partnership was formalized through a Memorandum of Agreement signed on Oct. 21 in Makati City.
  • The program, Content Camp: Level Up with TikTok, will train MSMEs in digital marketing and content creation.
  • Its pilot rollout in November 2025 will involve 50 DOT-accredited MSMEs from Metro Manila and Cebu City.
  • DOT Secretary Christina Garcia-Frasco said the initiative supports inclusive growth and promotes responsible travel.
DOT Secretary Christina Garcia-Frasco (second from right) joins TikTok Public Policy Head Yves Gonzales (second from left), TikTok Philippines Public Policy Manager Peachy Paderna (left), and DOT Undersecretary for Tourism Regulation, Coordination, and Resource Generation Shahlimar Hofer Tamano (right) during the signing of a Memorandum of Agreement between the DOT and TikTok on October 21, 2025, at the DOT Multipurpose Hall in Makati City. (Trixee Rosel/MB)
DOT Secretary Christina Garcia-Frasco (second from right) joins TikTok Public Policy Head Yves Gonzales (second from left), TikTok Philippines Public Policy Manager Peachy Paderna (left), and DOT Undersecretary for Tourism Regulation, Coordination, and Resource Generation Shahlimar Hofer Tamano (right) during the signing of a Memorandum of Agreement between the DOT and TikTok on October 21, 2025, at the DOT Multipurpose Hall in Makati City. (Trixee Rosel/MB)
The Department of Tourism (DOT) launched a program with social media platform TikTok, which is aimed at  transforming digital creativity into livelihood opportunities for tourism-related Micro, Small, and Medium Enterprises (MSMEs).
The partnership was formalized through a Memorandum of Agreement (MOA) signed by DOT Secretary Christina Garcia-Frasco and TikTok Public Policy Head Yves Gonzales at the DOT Multipurpose Hall in Makati City.
Frasco said the collaboration supports the Marcos administration’s vision of making tourism a driver of inclusive growth by helping local entrepreneurs harness digital platforms in promoting their products and destinations.
Under the partnership, DOT and TikTok will implement Content Camp: Level Up with TikTok, a nationwide program that will train tourism MSMEs in digital marketing.
Its pilot rollout in November 2025 will feature a one-day hybrid training for 50 DOT-accredited MSMEs from Metro Manila and Cebu City, focusing on content creation, live selling, and ad optimization.
Frasco said homestay owners, tour guides, artisans, and other small-scale entrepreneurs who “give life” to Philippine destinations are expected to benefit most from the program.
“They will gain the tools they need through this partnership to turn creativity into content, stories into opportunities, and their products into a livelihood that will support their families,” she said.
Beyond expanding the digital reach of tourism MSMEs, Frasco emphasized that the initiative also promotes responsible travel.
“I am heartened that our partnership with TikTok will remind visitors to respect communities, protect the environment, and travel with purpose.Tourism is most meaningful when it benefits both people and place,” she added.
Gonzales, for his part, affirmed TikTok’s commitment to supporting tourism MSMEs by providing tools and resources that transform creativity into real-world economic opportunities while amplifying Filipino innovation and storytelling to a global audience.

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