ICYDK, TikTok Joins Forces With The Department Of Tourism To Uplift Local Travel

Ticket sales and promos are no longer enough—the Philippines, once again after the pandemic, is facing a decline in tourism. According to the Department of Tourism (DOT), foreign tourist arrivals dropped by 2.4% in the first nine months of 2025.

To address the decline, the DOT has announced a partnership with the short-form video platform TikTok to help upskill Filipino micro, small, and medium enterprises (MSMEs) in the tourism sector. Through this initiative, businesses will receive training, tools, and digital skills to strengthen their social media presence, ultimately boosting local tourism.

Just before the year ends, the tourism agency and TikTok signed a Memorandum of Agreement and officially launched the program "Content Camp: Level Up with TikTok."

According to the official press release, the program aims to "equip tourism businesses with the skills to promote their products and services through impactful and responsible digital storytelling."

"Through these sessions, participants will learn how to connect with customers, promote their products and services creatively, and tell compelling stories that inspire travel and discovery. The collaboration forms part of TikTok’s broader commitment to advancing digital literacy and championing the development of MSMEs, which comprise 99% of Philippine businesses," the program shared.

As the digital era continues to reshape industries, marketing now goes hand in hand with economic growth and tourism. The partnership seeks to leverage the power of social media to promote the country's rich culture while empowering MSMEs by providing them access to digital tools and affordable opportunities for growth—an area where many small businesses continue to struggle.

"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 DOT Secretary Christina Garcia Frasco.

Meanwhile, TikTok's Head of Public Policy, Yves Gonzales, expressed enthusiasm about the partnership, saying it would help local businesses develop meaningful and sustainable digital practices. Gonzales added that this initiative will "open doors for them to reach new customers, build trust, and grow sustainably."