Marcos to DBM: Restore DOT’s P400-M ‘branding’ budget
In one of his first acts to reinstate some items removed by Congress in the 2025 national budget, President Marcos on Wednesday instructed the Department of Budget and Management (DBM) to restore the P400-million allocation for the “branding” initiatives of the Department of Tourism (DOT) to attract more visitors.
The President gave the directive after meeting with budget and tourism officials in Malacañang, citing the need to “sustain efforts to enhance the Philippines’ global image.”
“We cannot afford to lose the momentum we’ve worked so hard to build,” he noted.
The DOT formally requested the reinstatement of the P400-million branding budget to further capitalize on the momentum of the tourism sector and expand its efforts to attract international visitors.
2024 milestones
Tourism Secretary Christina Frasco emphasized the need for ample resources to promote the Philippines as a top destination.
Such funds are needed to better engage the DOT’s target audiences, maximize trade and consumer activation opportunities, and expand global media reach, she said.
In a presentation, Frasco highlighted the success of the country’s tourism campaign, noting the P760 billion in international visitor receipts generated in 2024.
Foreign tourists, she said, were now staying longer in the country, averaging 11 nights last year compared to just nine in 2019.
Contingency fund
“Our branding efforts are driving tangible results, and this momentum must not falter. The world is taking notice of the Philippines, and we must continue to deliver,” Frasco said.
Mr. Marcos said the money would be sourced from the contingency fund of the Office of the President.
Speaking to reporters, Budget Assistant Secretary Mary Anne dela Vega said while the President was not allowed to restore items in the national budget that had been deleted by Congress, the funding for the DOT’s branding initiatives could be sourced from contingent funds, which are intended for activities and programs that are deemed urgent.
But the DOT must still justify the use of such a source of funds for its branding campaign, Dela Vega said.
“The act of restoring it (branding budget) from the Congress-approved budget, we can’t do anything about that because they (lawmakers) have removed it. The President has limited veto power,” she said.
“What the President meant was that the DBM, together with the (DOT), will be working together to look for a source to cover that,” she said.
“So we are looking at the budget that we have for 2025 and there are possible sources. The marching order to DBM is to expedite because we heard that their (DOT) current contracts will expire in June 2025.”
‘Love’ controversy
In June 2023, the DOT drew criticism for its newly launched “Love the Philippines” campaign after it was revealed that its promotional video used stock footage from other countries.
The campaign, conceptualized with the help of multinational advertising agency DDB Worldwide, replaced the 11-year-old tourism slogan “It’s More Fun in the Philippines.”
Frasco then said the DOT spent P49 million for the study that went into “Love the Philippines,” including the creation of the new logo and other components.
The controversy led to a review of the DOT’s processes and the termination of its tourism branding campaign contract with DDB Philippines. —WITH A REPORT FROM IAN NICOLAS P. CIGARAL
