THE Department of Tourism (DOT) and global technology company Mastercard have entered into a strategic partnership to harness data-driven insights and targeted marketing in a bid to enhance the Philippines’ position as a premier global travel destination.
Tourism Secretary Christina Garcia Frasco and Mastercard Senior Vice President for Customer Solutions Center for South East Asia Ms. Aisha Islam, led a ceremony on Wednesday (Jun. 18) to mark the start of the partnership at the DOT Central Office in Makati City.
The partnership outlines a comprehensive strategy to promote the Philippines in priority travel markets by utilizing Mastercard’s global network, data analytics, and marketing capabilities.
Mastercard will support the DOT in launching marketing campaigns, developing curated offers and experiences for tourists, and tracking and optimizing the performance of current initiatives.
In return, the DOT will recognize Mastercard as a “Preferred Tourism Partner” across joint destination marketing initiatives. The DOT shall explore Mastercard’s digital solutions and services—subject to procurement rules—as well as co-develop programs that promote inbound tourism.
The collaboration is aligned with the DOT’s National Tourism Development Plan (NTDP) 2023–2028, which identifies digitalization as a priority to elevate the country’s tourism competitiveness.
Also present at the event were Mastercard’s Senior Vice President and Head of Integrated Marketing and Communications for Southeast Asia, Mr. Dheeraj Raina, and Director Rozano Planta.
They were joined by leaders of national tourism associations, including Philippine Tour Operators Association (PHILTOA) President Arjun Shroff; Hotel & Restaurant Association of the Philippines (HRAP) President Eugene Yap; National Association of Independent Travel Agencies (NAITAS) Secretary General Danielle Vicaldo; Pacific Asia Travel Association – Philippines Chapter (PATA) Director Antonio Rodulfo; Philippine Hotel Owners Association (PHOA) Operations Manager Minoll Alano; and Philippine Travel Agencies Association (PTAA) Representative Cherry Caritativo.
DOT officials in attendance also included Undersecretary Shahlimar Hofer Tamano, Assistant Secretaries Sharlene Zabala-Batin, Judilyn Quiachon, and Ronald Conopio, as well as Director Paulo Benito Tugbang.
Editor’s Note: This article has been sourced from the Department of Tourism Facebook Page.
