Makati City: The Department of Tourism (DOT) and global payments firm Mastercard have established a strategic collaboration to boost the country's data-driven destination marketing. The two partners officially marked the start of their cooperation during a ceremony at the DOT office in Makati City on Wednesday.

According to Philippines News Agency, Tourism Secretary Christina Frasco stated that this partnership will not only open opportunities for joint promotions but also help strengthen the agency's digitalization initiatives. Frasco highlighted that the data exchange between DOT and Mastercard will ensure that tourism policies and programs are aligned with the needs of people on the ground.

The DOT had previously considered partnering with Mastercard to leverage the company's global analytics capabilities and enhance smart tourism in the country. Frasco emphasized the potential of harnessing Mastercard's extensive experience in tourism-related transactions to improve the tourism experience in the Philippines.

Mastercard Senior Vice President and head of Integrated Marketing and Communications for Southeast Asia, Dheeraj Raina, expressed optimism about the positive trend in Philippine tourism, especially with the upcoming direct flight between Manila and New Delhi. Raina noted that the Philippines offers a unique and new experience, and he anticipates growth in tourism numbers in the latter half of the year and beyond into 2026.

Mastercard has already featured Filipino destinations in its global consumer platform called 'Priceless,' highlighting bookable experiences in various Philippine provinces. These 'priceless experiences' are exclusive to Mastercard cardholders and include amenities such as round-trip ground transfers, entrance fees to attractions, guided tours, and premium seats to cultural shows.