Through a first-of-its-kind move, the Department of Tourism (DoT) partnered with social media platform TikTok in a bid to bolster the digital footprint of Micro, Small, and Medium Enterprises (MSMEs) in the tourism industry of the country. The partnership aims to give local entrepreneurs the necessary skills in content creation, digital marketing, and narrative, providing them with the means to succeed in the expanding digital economy of Philippines.
Empowering Tourism Entrepreneurs with Digital Skills
On October 21, Tourism Secretary Christina Garcia Frasco spearheaded the signing of a Memorandum of Agreement (MOA) with TikTok, cementing the collaboration that will focus on providing small tourism-related businesses with an array of digital tools. Secretary Frasco highlighted how this initiative aligns with the DoT’s broader efforts to enable MSMEs to navigate the digital space, ultimately helping them grow their businesses and play a role in the country’s economic recovery post-pandemic.
Frasco emphasized that the partnership isn’t just about entering the world of digital marketing; it is a continuation of the DoT’s larger goal to create innovative ways of promoting the Philippines as a global tourism destination. She said that platforms like TikTok offer the perfect outlet for local entrepreneurs to reach international audiences, creatively showcasing the beauty, culture, and rich heritage of the Philippines.
“The Department of Tourism fully embraces the use of digital platforms, including TikTok, to shine a light on the country’s hidden treasures, its welcoming people, and the vibrant stories that define the Philippines,” she noted.
Launching the “Content Camp: Level Up with TikTok” Program
At the heart of this collaboration lies the “Content Camp: Level Up with TikTok” program, an ambitious nationwide initiative aimed at providing tourism MSMEs with hands-on training in digital storytelling, online marketing, and content creation. This pilot program, slated for launch in November 2025, will feature a one-day hybrid session for 50 DoT-accredited MSMEs from Metro Manila and Cebu City.
The session is designed to teach local tourism businesses how to effectively use TikTok to create engaging content that resonates with younger audiences and encourages them to explore the Philippines’ diverse destinations. Key areas of focus will include live selling, ad optimization, and content creation techniques, empowering participants to make their products and services stand out in the crowded digital marketplace.
Secretary Frasco further explained that the program would particularly benefit homestay owners, tour guides, artisans, and other small-scale entrepreneurs who are the backbone of the local tourism industry. These businesses, often operating in remote or lesser-known destinations, will now have the opportunity to elevate their visibility and reach global travelers by transforming their creativity into sustainable income.
“We are providing them with tools to not only tell their stories but to also convert their creativity into livelihood, ensuring that their businesses thrive and support their families in the process,” she said.
Promoting Responsible and Purposeful Travel
Beyond the immediate business advantages, the collaboration between DoT and TikTok aims to also promote responsible travel through the widespread use of the platform. TikTok, known for its ability to quickly amplify content to massive audiences, will help the DoT advance its advocacy for environmental protection and cultural preservation.
Secretary Frasco expressed her hope that the partnership would inspire TikTok users, particularly younger generations, to embrace more conscious travel habits. The platform will be used to amplify the messages of respecting local communities, protecting the environment, and supporting sustainable tourism practices.
“Through this partnership, we can encourage responsible travel by reminding visitors to respect our cultural heritage and the natural beauty of the Philippines,” she said, emphasizing that TikTok’s reach among younger, socially conscious travelers could significantly help spread these important messages.
“Love the Philippines” Campaign: Showcasing the Nation’s Best
In addition to promoting responsible travel, Secretary Frasco also called upon content creators and tourism workers to use their platforms to support the DoT’s “Love the Philippines” campaign. The initiative, which aims to highlight the country’s diverse destinations, cultural richness, and resilient people, will benefit from TikTok’s creative tools to showcase authentic and engaging stories of the Philippines’ tourism potential.
By leveraging TikTok’s dynamic video format and wide audience, influencers and tourism advocates will play an integral role in boosting the visibility of the country’s tourism offerings. Secretary Frasco called for a collective effort, urging Filipinos to share their personal experiences and showcase the true essence of the Philippines in a way that invites the world to discover its beauty and spirit.
“Help us in campaigning for the world to Love the Philippines,” she urged, emphasizing that through digital platforms like TikTok, Filipinos can unite to tell the true stories of the country’s destinations and its people.
Government’s Commitment to Digitally Upskilling MSMEs
DoT-TikTok collaboration is among the Philippine government’s overall thrust to digitally upgrade MSMEs so they can continue to be competitive and relevant in the rapidly changing global tourism scene. The tourism sector, in the past few years, has more and more depended on digital media to engage with its audience, which is why small enterprises must keep up with the times. Through training, resources, and technical support, this collaboration enables MSMEs to become more digital- competent, so their businesses remain on the right path to thrive in the post-pandemic era.
With this collaboration, the Philippine tourism industry is about to undergo a digital shift that not only boosts the local businesses’ visibility but also empowers small enterprises with the capabilities needed to succeed in the digital economy. By empowering MSMEs to drive their own marketing, the collaboration sets the stage for an inclusive, sustainable, and economically resilient tourism industry.
