Manila: 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). The move aims to bolster the Philippines' global presence and attract more international tourists.

According to Philippines News Agency, during a meeting held at Malaca±ang, President Marcos emphasized the importance of maintaining the momentum the country has gained in the international arena. This momentum is seen as crucial for enhancing the Philippines' global standing, particularly following the achievements of prominent Filipino talents such as gymnast Carlos Yulo and Sofronio Vasquez, the winner of "The Voice US."

Marcos announced that the necessary funds would be sourced from his contingency fund. "We have to maintain the momentum," he said, highlighting the significance of recent successes and the enduring global recognition of Filipino health workers during the Covid pandemic.

Tourism Secretary Cristina Garcia Frasco supported President Marcos' directive, noting the critical need for sufficient resources to promote the Philippines as a leading tourist destination. She cautioned that inadequate funding could impede the DOT's efforts to engage target audiences and limit opportunities for trade, consumer activation, and global media outreach.

In her presentation, Secretary Frasco pointed out the success of the Philippines' tourism initiatives, revealing that the country achieved PHP760 billion in international visitor receipts in 2024. Additionally, foreign tourists are now staying longer, with an average stay extending to 11 nights in 2024, up from nine nights in 2019.

The DOT has formally requested the reinstatement of the PHP400 million branding budget to leverage the current momentum and expand its efforts to draw more international visitors.