DOT, Mastercard team up to boost PH tourism

The Department of Tourism (DOT) has partnered with global financial technology firm Mastercard to leverage digital solutions and data analytics in strengthening the Philippines’ global tourism competitiveness.

Tourism Secretary Christina Garcia Frasco and Mastercard Senior Vice President for Customer Solutions Center for Southeast Asia, Aisha Islam, led the ceremonial launch of the strategic partnership on Wednesday, June 18, at the DOT Central Office in Makati City.

The collaboration aims to amplify the country’s appeal in key travel markets through data-driven marketing campaigns, personalized tourist offers, and real-time performance tracking of tourism initiatives. Mastercard’s digital capabilities are expected to support the DOT in creating high-impact promotional efforts while generating insights that inform policy and program development.

Under the agreement, Mastercard will be recognized as a “Preferred Tourism Partner” in future joint marketing efforts. The DOT, subject to government procurement protocols, will also explore Mastercard’s suite of digital services to further streamline and modernize its tourism strategies.

The partnership supports the goals of the National Tourism Development Plan (NTDP) 2023–2028, which emphasizes digital transformation as a key pillar in boosting the country’s appeal as a world-class destination.

“This collaboration is a forward step in embracing technology as a catalyst for tourism growth,” Secretary Frasco said. “With Mastercard’s global reach and expertise, we are confident in further elevating the Philippines' profile in the international travel landscape.”

The launch was also attended by Mastercard Senior Vice President and Head of Integrated Marketing and Communications for Southeast Asia, Dheeraj Raina, and Director Rozano Planta, along with representatives from major tourism associations.

Among the tourism stakeholders present were Philippine Tour Operators Association (PHILTOA) President Arjun Shroff, Hotel and Restaurant Association of the Philippines (HRAP) President Eugene Yap, NAITAS Secretary General Danielle Vicaldo, PATA Philippines Chapter Director Antonio Rodulfo, PHOA Operations Manager Minoll Alano, and PTAA Representative Cherry Caritativo.

DOT officials Undersecretary Shahlimar Hofer Tamano, Assistant Secretaries Sharlene Zabala-Batin, Judilyn Quiachon, and Ronald Conopio, and Director Paulo Benito Tugbang also joined the launch.

The partnership is set to roll out targeted campaigns and projects in the coming months aimed at increasing inbound travel and improving the visitor experience through smarter, tech-enabled tourism solutions.