The Department of Tourism (DoT) has tightened its guidelines on tourism promotional materials, ordering the removal of any content bearing the image of Tourism Secretary Christina Frasco to keep government campaigns focused on destinations rather than personalities.

Frasco said she directed all DoT regional offices to take down existing materials featuring her photo and to stop producing similar content, adding that local government units would also be asked to refrain from using her image in tourism-related collaterals.

“I have already issued an order, as far as we are concerned to the DoT, to take down any material that may bear my image, and to not produce any material that may bear my image,” Frasco said during Kapihan sa Manila Bay.

She clarified that the directive was issued even though she did not authorize the placement of her image in the first place.

“There has never been an order on my end or on the part of the DoT directing the putting up of my image in any of our destinations,” she said.

“So there is no order to revoke because there has never been such an order to put up my image to begin with.”

The move follows questions raised during a Senate Committee on Tourism hearing, where concerns were aired about the prominence of officials in tourism materials.

Frasco said the department’s response is aimed at preventing distractions and ensuring that public resources are aligned with national tourism priorities.

“There are so many other things that we need to consider that are of national importance,” she said.

Frasco also rejected claims that the materials amounted to self-promotion, saying her public visibility was a function of her role and workload as head of the DoT.

“What is being questioned is why I am very visible. The accusation is that I am very visible because I wish to promote myself,” she said.

“But there may be room for the argument that I am very visible because I’m simply working, nothing else.”

She reiterated that she has no plans to seek a national elective post.

The tourism chief further explained that the DoT operates separate corporate and marketing platforms. Corporate platforms report on departmental programs and activities in line with transparency requirements, while marketing platforms are dedicated solely to promoting Philippine destinations and tourism products.