The Department of Tourism (DoT) has lauded President Ferdinand Marcos Jr.'s order to reinstate its branding budget amounting to P400 million.

The President issued the directive after meeting with Tourism Secretary Christina Garcia Frasco on Wednesday in Malacañan Palace, according to the Presidential Communications Office.

The DoT welcomed the move, stating that the branding budget would sustain the momentum of promoting the Philippines on the global stage.

“This timely decision underscores the administration’s strong commitment to positioning the Philippines as a leading destination in the international tourism landscape,” the statement read.

The DoT emphasized that the restoration of the budget, sourced from the President’s contingency fund, will enable the agency to strengthen efforts to expand the country’s international visibility through strategic global campaigns, increased engagement with target audiences, trade and consumer activations, and impactful global media placements.

“These initiatives are critical to maintaining the gains achieved in 2024, during which the country recorded an all-time high of P760 billion in international visitor receipts. The fund augmentation will go a long way with the DOT’s sincere and proactive intentions in enticing foreign tourists to visit the country and experience for themselves the reasons why they should ‘Love the Philippines,’” the statement added.

The DoT reaffirmed its unwavering dedication to driving tourism growth and described the reinstatement of the branding budget as a vote of confidence in the department’s vision and efforts. The decision further motivates the agency to champion the Philippines as a global tourism powerhouse.

In reinstating the budget, President Marcos stressed that the Philippines cannot afford to lose the momentum it has gained on the international stage.

“We extend our gratitude to President Marcos for his continued support and guidance in making tourism a key pillar of national development,” the DoT said.