President Ferdinand Marcos Jr. on Wednesday said the proposed 2026 national budget reflects the bold push to elevate the Philippines to a world-class tourist destination with P3.7 billion allocated to the Department of Tourism (DoT) and P1.3 billion to the Tourism Promotions Board (TPB).

In his budget message, Marcos said the allocation demonstrates the government’s recognition of tourism as a major driver of economic growth and international visibility.

He said his administration is committed to positioning the Philippines as a top-tier global destination “for travel, meetings, conferences, and exhibitions.”

The DoT is set to receive P500 million for its national branding campaign aimed at positioning the country as a premier travel destination.

An additional P527 million will support market and product development, which includes participation in international events such as the Philippine International Dive Expo 2027, Salon de la Plongée Sous-Marine (a prominent marine and dive expo), and initiatives promoting halal and Muslim-friendly tourism.

Under the “Philippine Experience Program,” Marcos said the government will allocate P127 million to promote deeper cultural engagement with local traditions and heritage.

Another P81 million is earmarked for film tourism, with the Film Academy of the Philippines set to highlight the country’s locations and stories on the global cinematic stage.

To position the country as a food tourism destination, P75 million has been allocated for the promotion of Philippine cuisine through a partnership with an internationally acclaimed culinary guide.

Preserving Filipino culture, heritage

Marcos said P1.8 billion will go to the National Commission for Culture and the Arts (NCCA) to fund cultural programs and support institutions like the Cultural Center of the Philippines and the National Museum.

“Recognizing the need for better performance venues, we are investing in various cultural public infrastructure, such as the Cultural Center of the Philippines and the National Museum of the Philippines, among others,” he added.

In a move that ties cultural preservation to sustainable tourism, the government is investing P287 million in the Pasig River Urban Development Convergence Program, which aims to restore waterways while building livable urban communities.

Marcos said the Intramuros Administration will receive P159 million for heritage conservation, urban planning, and community development.

Meanwhile, the National Parks Development Committee will get P321 million for the maintenance and enhancement of Rizal Park, Paco Park, and the redevelopment of the Japanese Garden.

“This budget will also support the promotion of arts and cultural activities within the parks through visitor enrichment programs,” the President said.

Marcos emphasized that this comprehensive tourism strategy goes beyond marketing. It aims to build sustainable communities, celebrate the Filipino identity, and create inclusive economic opportunities across regions.