MANILA, Philippines — President Ferdinand R. Marcos Jr. has directed the Department of Budget and Management (DBM) to reinstate the PhP400 million branding budget for the Department of Tourism (DOT) to sustain efforts in promoting the Philippines’ international image.

“Restore the P400 million branding budget of DOT to sustain the momentum,” Marcos ordered the DBM during a meeting with Tourism Secretary Esperanza Christina Garcia Frasco at Malacañang Palace on Wednesday.

The funding will be drawn from the President’s contingency fund.

President Marcos emphasized that the country is experiencing a surge in international recognition, fueled by the achievements of Filipino talents like two-time gymnastics world champion Carlos Yulo and The Voice US winner Sofronio Vasquez.

“We have to maintain the momentum. There is already momentum. It doesn’t hurt that we have people like Sofronio winning The Voice and that we had Caloy Yulo winning the Olympics,” President Marcos said.

“All of these things that our people are doing that is great for the Philippines. And then we’re still living off the wonderful performance of Filipino health workers during Covid. Hindi na makakalimutan ‘yon,” he said.

Tourism Secretary Frasco expressed her support for the President’s directive, highlighting the vital role of adequate funding in sustaining tourism campaigns.

In her presentation, Frasco warned that insufficient funding would lead to reduced engagement with target audiences, fewer trade and consumer activation opportunities, and the absence of global media placements.

She noted that the government’s tourism campaigns yielded significant results in 2024, with the country earning P760 billion in international visitor receipts. 

Foreign tourists also stayed longer in the Philippines, averaging 11 nights in 2024 compared to nine nights in 2019, she said.

The DOT has formally requested the reinstatement of the P400 million branding budget to address these challenges and capitalize on the momentum generated by the government’s efforts.