DOT-Mastercard partnership boosts data-driven tourism

The Department of Tourism (DOT) has partnered with Mastercard to enhance data-driven destination marketing in the Philippines, aiming to boost tourism through digitalization.

During a ceremony at the DOT office in Makati City on Wednesday, Tourism Secretary Christina Frasco highlighted that this collaboration will support joint promotions and digital initiatives.

Tourism Assistant Secretary Sharlene Zabala-Batin emphasized that Mastercard's powerful data-driven efforts will help destinations understand travel behavior, optimize services, and unlock new opportunities.

Mastercard Senior Vice President Aisha Islam noted that the partnership will share transactional data to form tourism strategies, focusing on spending behavior and travel patterns across five potential segments.

The collaboration aligns with the National Tourism Development Plan 2023-2028, aiming to attract more South Asian customers and tourists visa-free.