The Department of Tourism (DOT) of the Philippines and global technology company Mastercard announced a landmark strategic partnership aimed at leveraging data-driven insights and targeted marketing to significantly enhance the Philippines’ position as a premier global travel destination.
The collaboration was officially inaugurated at a ceremony held Wednesday (Jun. 18) at the DOT Central Office in Makati City, led by Tourism Secretary Christina Garcia Frasco and Mastercard Senior Vice President for Customer Solutions Center for South East Asia Ms. Aisha Islam. This partnership marks a pivotal step in the DOT’s digitalization agenda, a key pillar of its National Tourism Development Plan (NTDP) 2023–2028, which seeks to boost the country’s tourism competitiveness on the world stage.
The comprehensive strategy outlined in the partnership focuses on promoting the Philippines across priority travel markets. Mastercard will bring its extensive global network, advanced data analytics capabilities, and robust marketing prowess to support the DOT in several key areas. These include launching impactful marketing campaigns, developing unique and curated offers and experiences specifically designed for tourists, and diligently tracking and optimizing the performance of ongoing tourism initiatives.
In reciprocal recognition of this significant commitment, the DOT will officially designate Mastercard as a “Preferred Tourism Partner” across all joint destination marketing endeavors. Furthermore, the DOT will explore integrating Mastercard’s cutting-edge digital solutions and services, subject to established procurement rules, and co-develop programs specifically aimed at fostering inbound tourism growth.
“This strategic alliance with Mastercard is a testament to our unwavering commitment to innovate and embrace digitalization in shaping the future of Philippine tourism,” stated Tourism Secretary Christina Garcia Frasco. “By harnessing Mastercard’s global reach and data expertise, we are poised to craft more compelling narratives, reach wider audiences, and ultimately welcome more visitors to our beautiful islands, offering them unforgettable experiences that are truly reflective of Filipino warmth and hospitality.”
Ms. Aisha Islam, Mastercard Senior Vice President for Customer Solutions Center for South East Asia, echoed this sentiment, adding, “Mastercard is proud to partner with the Department of Tourism in this exciting venture. Our data-driven insights and marketing capabilities will provide the DOT with the tools necessary to identify opportunities, connect with travelers more effectively, and ensure the Philippines remains a top-of-mind destination for global explorers. We believe this collaboration will unlock new growth potential for the country’s vibrant tourism sector.”
The event was well-attended by key figures from both organizations and the broader tourism industry. From Mastercard, Mr. Dheeraj Raina, Senior Vice President and Head of Integrated Marketing and Communications for Southeast Asia, and Director Rozano Planta were present. They were joined by prominent 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.
This partnership underscores a shared vision for a more vibrant, resilient, and digitally empowered Philippine tourism industry, ready to welcome the world.
