Despite a reduced budget for branding and marketing, the Philippines Department of Tourism (DOT) continues to promote the country abroad through various media channels, including television, billboards, and social media. Tourism Secretary Christina Garcia Frasco highlighted the ongoing 'Love the Philippines' campaign, which has reached key markets worldwide. While acknowledging the challenges posed by the budget cuts, Frasco emphasized the DOT's efforts to address power supply issues on Siargao Island and promote sustainable tourism development.
DESPITE its lower branding budget this year, the Department of Tourism continues to promote the Philippines in key markets abroad, tapping various media.
According to a list of awarded projects available on the DOT website, the agency last year awarded some P273 million in branding and marketing communication projects, the largest of which was the Consulting Services for Local and International Events Marketing Communication at P96 million, awarded to CTV Corporate Television Inc.
She said a reduced branding and marketing budget will make it more challenging to sell the Philippines abroad and keep it top of mind among would-be international travelers. Last year, there were just 5.95 million international tourists in the Philippines, 23 percent less than the DOT’s 7.7 million target for the year, and 28.3 percent less than the 8.3-million historic high arrivals in 2019, prior to the pandemic.
PHILIPPINES TOURISM LOVE THE PHILIPPINES BUDGET CUTS MARKETING CAMPAIGN POWER SUPPLY SIARGAO ISLAND
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