BY: JOSE ROBERT INVENTOR
Although the pandemic affected the country’s tourism industry, it has gradually recovered over time.
In fact, according to the Department of Tourism (DOT), the industry generated 760 billion pesos in revenue in 2024.
The study also revealed that tourists now stay in the country for an average of 11 days, an increase from nine days in 2019.
The influx of tourists greatly benefits locals like Resty, a vendor at Burnham Park.
“They’re a huge help, especially when they buy from our market,” said Resty, a vendor.
One of the key factors in the growth of Philippine tourism is the global campaign Love the Philippines, launched in 2023.
To sustain this momentum, President Ferdinand Marcos Jr. instructed the Department of Budget and Management (DBM) to restore the 400 million pesos branding budget to the DOT.
President Ferdinand Marcos Jr. expressed, “We have to maintain the momentum. There is already momentum. It doesn’t hurt that we have people like Sofronio winning The Voice and Caloy Yulo winning in the Olympics. These achievements, along with the contributions of Filipino health workers during the pandemic, will never be forgotten.”
According to the president, this is timely as the world continues to recognize the excellence of Filipinos in sports, performing arts, and the contributions of healthcare workers during the pandemic.
The DOT welcomed the news, stating that it would allow them to increase global media placements, enhance engagements, and create more opportunities for trade and consumer activations.
The funds will come from the contingency fund of the Office of the President.
Tourism Secretary Ma. Christina Frasco had earlier submitted a request to reinstate the branding budget.