Small-scale tourism ventures hope for big debut on TikTok
It’s micro, small and medium enterprises (MSMEs) for today’s video.
Expect more engaging social media content from Filipino MSMEs in the tourism sector following a memorandum of agreement signed between the Department of Tourism (DOT) and popular social media platform TikTok on Tuesday.
The two are collaborating to educate and train select MSMEs to create content promoting their products and services under the new partnership dubbed “Content Camp: Level Up with TikTok.”
The initiative is also meant to widen the reach of MSMEs, seen as the backbone of Philippine tourism, on digital platforms while promoting responsible travel.
According to DOT Secretary Christina Frasco, the initial batch will be composed of 50 MSMEs from Metro Manila and Cebu, the province heavily hit by the magnitude 6.9 earthquake on Sept. 30. The partnership hopes to implement the pilot program on a nationwide scale by November.
“Execution can be immediately seen in terms of impact, especially with those destinations that need it the most at this time. And I specifically mentioned Cebu, whose tourism industry in the North has been utterly devastated by the recent earthquakes,” Frasco told reporters at the DOT central office.
Content creation 101
Interventions for tourism workers, such as those engaged in souvenir and artisanal business, travel agencies as well as small hotels and restaurants, will come through an educational session with three modules, according to Yvez Gonzales, public policy head of TikTok Philippines.
The first module is on sessions for teaching “purposeful and impactful” content creation 101, or the “fundamentals of developing engaging videos” on TikTok; the second is about best practices for an effective and interactive use of TikTok Live, a feature on the app that allows creators and the audience to interact in real-time; and the third module tackles “effective advertising” on the app, with emphasis on the “monetization opportunities and practical campaign solutions.”
This, TikTok noted, was part of its “broader commitment to advance digital literacy and champion the development of MSMEs.”
The educational workshops would be conducted in a hybrid setup to accommodate participants from far-flung areas; those who may not be available to attend in person may still join the sessions and be given a certificate, said Gonzales.
Those eligible to join the training program are tourism MSMEs that are accredited with the DOT. Those who are not yet registered with the department may coordinate with their respective DOT regional offices for their endorsement to the program.
More tourist arrivals
Frasco vowed to be “as diverse and inclusive” as possible in selecting the participants. She, however, pointed out that those who already have “viable products to sell” would be a priority.
“Their readiness to sell will be an important [factor]. But this seeks to be as inclusive as possible. The intention is to help (local businesses) to gain more profit in their businesses through this partnership with TikTok,” she said.
The program’s success, noted Frasco, would be measured by increases in revenues, market penetration and reach, as well as “conversion” to long-term impact for the tourism industry.
“It is our hope that it will convert into actual arrivals, actual revenues and actual expansion for their business,” said the tourism chief.
Gonzales said the partnership with the DOT would boost the capacity of MSMEs, which he described as the backbone of the Philippine economy and “play a key role in creating a favorable environment for travel.”
“In addition, these MSMEs are the window to the stories of our nation’s heritage, natural resources, and the renowned hospitality of the Filipino,” he said.
Based on a 2023 global user report by DataReportal, more than 43 million Filipino adults use TikTok, equivalent to over a third of the country’s population.
