Manila, Philippines — The Department of Tourism (DOT) has partnered with TikTok to provide digital training for micro, small, and medium enterprises (MSMEs) in the tourism sector, aiming to help local entrepreneurs expand their reach and promote their services online. The partnership was formalised through a Memorandum of Agreement signed on Monday.
The collaboration will introduce ‘Content Camp: Level Up with TikTok’, a nationwide programme designed to equip tourism MSMEs with digital marketing skills. The pilot rollout, scheduled for November 2025, will feature a one-day hybrid session for 50 DOT-accredited MSMEs from the National Capital Region and Cebu City. Training topics will include content creation, live selling, and advertisement optimisation.
Department of Tourism secretary Christina Garcia Frasco said the initiative is part of the government’s effort to support the tourism industry’s digital transformation and promote sustainable livelihoods.
“The Department of Tourism fully embraces the utilisation of digital platforms, including TikTok, to showcase the beauty, 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,” said Cristina.
Cristina also highlighted that those who work in the tourism industry, such as tour guides, artisans, homestay owners, and the like, ‘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,” Cristina added.
In addition to supporting local businesses, the DOT highlighted the partnership’s role in encouraging responsible travel practices.
“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,” she shared.
She also called on Filipinos, particularly young content creators and tourism workers, to use their platforms to promote the country’s destinations.
“Help us in campaigning for the world to Love the Philippines. I urge that all of us 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.
