Marcos orders PHP400M branding budget for DOT

President Ferdinand R. Marcos Jr. ordered the Department of Budget and Management (DBM) on Wednesday to restore a PHP400-million branding budget for the Department of Tourism (DOT), emphasizing the need to sustain the Philippines' growing global presence.

During a meeting with DOT Secretary Christina Frasco at Malacañang Palace, Marcos highlighted recent achievements such as double Olympic gold medalist Carlos Yulo and The Voice US champion Sofronio Vasquez, and stressed the importance of maintaining momentum in promoting tourism programs.

The PHP400 million will be transferred from the President's contingency fund to support DOT's marketing campaigns this year, with Frasco expressing gratitude for the immediate reinstatement of the budget.

Mr. Marcos also approved a proposal from his private sector advisers for a nationwide shopping festival and to ease visa access to foreigners, while in December he signed into law a measure allowing foreign tourists to claim value-added tax for purchases worth at least P3,000.

Based on Tourism data, the Philippines earned about PHP760 billion from international visitor receipts last year with 5.95 million international visitors in 2024, up 9.15% but below the 7.7-million target.