Department of Tourism (DOT) Secretary Christina Garcia Frasco underscored tourism’s transformative power and the need to empower Micro, Small, and Medium Enterprises (MSMEs) in the digital space as the DOT formalized a partnership with TikTok through a Memorandum of Agreement (MOA).
Delivering her keynote message, Frasco said the collaboration will help local entrepreneurs maximize digital platforms, expand their reach, and turn creativity into revenue and livelihood opportunities.
“The Department of Tourism fully embraces the utilization of digital platforms, including TikTok, to showcase the beauty of the people and the story of the Philippines. Today’s partnership is not a first step, but a continuation of our expansion of the spheres by which we promote Philippine tourism, ensuring that not only do we deepen engagement, but also increase opportunities in line with our President’s desire to make tourism a truly transformative force for livelihood and employment for our nation,” the tourism chief stressed.
The strategic collaboration will launch Content Camp: Level Up with TikTok, a nationwide program equipping tourism MSMEs with digital marketing skills to promote their products and services on the platform.
Its pilot rollout in November 2025 features a one-day hybrid session for 50 DOT-accredited MSMEs from the National Capital Region and Cebu City, covering training on content creation, live selling, and ad optimization.
“They will gain the tools that they need through this partnership, to turn their creativity into content, stories into opportunities, and their products into livelihood that will support their families.”
“Homestay owners, tour guides, artisans and entrepreneurs, all of those who serve to be benefited by our work in the tourism industry, these people give life to our destinations. They will gain the tools that they need through this partnership, to turn their creativity into content, stories into opportunities, and their products into livelihood that will support their families,” the tourism head noted.
Apart from providing support to local tourism MSMEs, she highlighted the role of the Department’s partnership with TikTok in advocating for responsible travel.
“I am heartened to know that the Department of Tourism’s partnership with TikTok will promote responsible travel, reminding our visitors to respect our communities, protect our environment, and travel with purpose. After all, tourism is most meaningful when it benefits both people and place,” Frasco added, calling on Filipinos—especially young content creators and tourism workers that serve as “storytellers” for the country—to continue supporting Philippine tourism.
“Help us in campaigning for the world to Love the Philippines. I urge all of us to use our voices, our posts, our power of access to the world in order to share the truth about our destinations. That not only are they blessed with beautiful bounties from our natural heritage, but also with rich and vibrant histories through our diverse culture, and, most importantly, a people that—though they face struggle—continue to prevail,” she said.
The Memorandum of Agreement was signed by Frasco and Yves Gonzalez, Head of Public Policy at TikTok Philippines.
“Through TikTok, millions of Filipinos create, discover, and connect through the shared language of video.”
Framing the collaboration’s impact on creators and businesses, Gonzalez said: “Through TikTok, millions of Filipinos create, discover, and connect through the shared language of video. For small businesses, emerging creators, and the world’s biggest artists, TikTok is a catalyst for economic growth, cultural discovery, and social impact. We are proud of how we’ve been able to empower Filipino brands and businesses to reach more people by embracing authenticity and connecting with their communities.”
Emphasizing tourism MSMEs as the backbone of the Philippine economy, he noted the importance of equipping them with necessary skills to adapt in the digital space.
“We are confident that they will be able to grow their businesses and tell their own stories on the platform. Thank you once again to the Department of Tourism, under the leadership of Secretary Christina Frasco, for this opportunity. It is through partnerships with key government stakeholders that we are able to help MSMEs adapt, grow and thrive in the digital economy,” he concluded.
