The Department of Tourism (DOT) and short-form video platform TikTok signed a Memorandum of Agreement (MOA) on Tuesday, October 21, to enhance the digital presence of tourism-related Micro, Small, and Medium Enterprises (MSMEs) through a strategic collaboration.
Tourism Secretary Christina Frasco stressed that the DOT fully embraces the utilization of digital platforms, including TikTok, to promote the Philippines’ offerings.
“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,” Frasco said, emphasizing the significance of the deal with the video-sharing platform.
The tourism chief also highlighted TikTok’s potential to inspire travel and creativity.
“Undeniably, and I’m sure the whole world agrees, TikTok is where ideas move fast, trends begin, and travelers find inspiration. This partnership will allow us to maximize access to your platform with new content formats, highlight authentic stories from our regions and destinations, and, most importantly, empower our communities to share their own unique experiences,” she said.
At the core of the collaboration is the Content Camp: Level Up with TikTok, a nationwide capacity-building workshop to help local tourism entrepreneurs improve their digital marketing skills.
The program, set for its pilot launch in November 2025, will train 50 DOT-accredited MSMEs from the National Capital Region (NCR) and Cebu City on content creation, live selling, and ad optimization.
“What makes this collaboration most meaningful is its intent to help empower our MSMEs to enter the digital space, allowing them to reach a wide audience, something traditional channels cannot offer. Homestay owners, tour guides, artisans, and entrepreneurs—all those who breathe life into our destinations—will gain the tools they need to turn creativity into content and opportunities into livelihood,” Frasco said.
As part of the agreement, both DOT and TikTok plan to extend the training program nationwide, ensuring that MSMEs, including those in remote areas, can access essential digital tools and expand their market reach.
TikTok’s Public Policy Head for the Philippines, Yves Gonzalez, acknowledged the importance of MSMEs in the country’s economy, especially within the tourism sector.
“We know that MSMEs form the backbone of the Philippines’ economy, and those in the tourism industry play a key role in creating a favorable environment for travel. In addition, these MSMEs are the window to the stories of our nation’s heritage, cuisine, natural resources, and the renowned hospitality of the Filipino people,” Gonzalez said.
The TikTok Philippines exec also said they are confident that tourism MSMEs 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,” Gonzales said.
The signing ceremony was witnessed by DOT Undersecretary Shahlimar Hofer Tamano and Peachy Paderna, Public Policy Manager of TikTok Philippines.
