The Department of Tourism (DOT) will be spending the largest chunk of its proposed budget in 2021 for branding campaigns aimed at promoting tourism in the “new normal” amid the COVID-19 crisis.
Budget documents showed that of the proposed total P3.78 billion new appropriations of the DOT next year, more than half (53.4%) or P2 billion will be spent on market and product development program.
“The allocation is intended to meet the need to develop and recalibrate tourism products for the new normal,” DOT spokesperson and Undersecretary for Tourism Development Planning Benito Bengzon Jr. told GMA News Online.
“It requires active engagement with the LGUs (local government units) and stakeholders in terms of developing new tourism circuits. The allocation is consistent with previous year’s budget allocation but intended to meet new demands,” Bengzon said.
Based on the DOT’s expenditure program for 2021, the Tourism department is targeting a 4% increase in the number of Philippine properties considering to venture into the markets and/or willing to offer new activities under its market and product development program.
Under the said program, the DOT is also targeting to conduct consumer activations, consumer promotions, production of collaterals, tactical ads placements, public relations and publicity activities.
“We also want to add that the product and market development initiatives for next year are vital in helping accelerate the recovery of tourism, which last year contributed 12.7% to our GDP (gross domestic product),” Bengzon said.
“The industry also employed 5.7 million Filipinos across tourism-related enterprises, mostly in the MSME (micro, small, and medium enterprises) category. We want to make sure that our programs help tourism enterprises and workers get back on their feet,” he added.
Also included in the DOT’s proposed budget is an allocation of P247.3 million for tourism policy formulation and planning program.
Under the said program, the agency is targeting to provide technical assistance to 1,396 tourism stakeholders as well as to 1,478 LGUs.
For its tourism industry training program, the DOT will be spending P153.5 million which will be for conducting trainings to tourism industry personnel of some 4,740 LGUs.
For the standards development and enforcement program, the DOT programmed P12.4 million, which will be used to conduct inspections to 4,273 tourism enterprises.
The agency is targeting 97% of accredited tourism enterprises that maintained tourism standards and regulations in 2021.
DOT’s attached agencies National Parks Development Committee and Intramuros Administration will be given a budget of P230 million and P90.3 million, respectively, next year. —LDF, GMA News
This article DOT banks on marketing, product development initiatives to boost tourism in new normal was originally published in GMA News Online.