JV backs bigger tourism branding budget

To further promote the country’s destinations, Senator Joseph Victor “JV” Ejercito said he supports increasing the Department of Tourism’s (DoT) branding budget.

During the DoT’s budget deliberation on Friday, Ejercito also expressed full support for the proposed 2026 budget of the Department of Tourism (DOT) amounting to P4.2 billion, emphasizing the agency’s vital role in national economic development.

“Every tourist that comes to our country is a great source of income, opportunity, and work for our people. Tourism has the biggest multiplier effects that contribute to our economy,” Ejercito said.

Despite this, the lawmaker noted that amid the sector’s major contribution to growth, its tourism branding and marketing budget had been significantly reduced in recent years — from P1 billion down to P200 million, and further slashed to P100 million in 2025.

He welcomed the “good news” that the budget for tourism branding has now been increased to P1 billion for 2026.

“We are hopeful that with proper promotion, branding, and marketing, we will be able to attract more tourists to visit our country,” he added.

A motorcycle enthusiast, Ejercito shared his appreciation for the Philippines’ scenic landscapes. He also pointed out that the Philippines’ branding and marketing allocation remains relatively small compared to its counterparts in the Association of Southeast Asian Nations (ASEAN).

In June, Tourism Secretary Christina Garcia Frasco said the tourism sector directly employed over six million Filipinos, and tourism receipts of over 1,900,000 percent.

In 2019, the Philippines welcomed 8.26 million foreign visitors, with the DOT’s promotions funding in the same year at more than P1 billion.