The Department of Tourism (DOT) has teamed up with TikTok to enhance the digital presence of micro, small and medium enterprises (MSMEs) across the tourism sector.
The strategic alliance, formalized through a memorandum of agreement (MOA) on Oct. 21, will focus on using the short-form video platform to promote local tourism entrepreneurs.
The collaboration will feature “Content Camp: Level Up with TikTok,” a nationwide capacity-building initiative. The program aims to equip local businesses with skills in digital storytelling, live selling, and ad optimization to promote their products and services.
“The Department of Tourism fully embraces the use of digital platforms, including TikTok, to showcase the beauty, the people, and the story of the Philippines,” said DOT Secretary Christina Frasco.
She said the partnership “is a continuation of our efforts to expand the ways we promote Philippine tourism—deepening engagement and creating more opportunities in line with the President’s vision of making tourism a transformative force for livelihood and employment.”
Frasco noted the global influence of TikTok in inspiring travelers, adding that the platform provides a space where “ideas move fast, trends begin, and travelers find inspiration.”
The initiative reflects the DOT’s broader digital transformation thrust under the Marcos administration. Frasco emphasized that the collaboration is most meaningful because of its intent to empower MSMEs, such as homestay owners, tour guides and artisans, to “embrace the digital space and achieve a wider reach, something not possible through traditional channels.”
The Content Camp will kick off in November 2025 with a pilot hybrid workshop for 50 DOT-accredited MSMEs from the National Capital Region (NCR) and Cebu City.
TikTok Philippines public policy head Yves Gonzalez affirmed the role of small businesses. “We know that MSMEs form the backbone of the Philippine economy, and those in tourism play a vital role in sharing our heritage, cuisine, natural wonders, and the renowned hospitality of the Filipino people,” said Gonzales.
Following the pilot, the DOT and TikTok plan to roll out similar workshops nationwide to ensure MSMEs in remote destinations can also benefit from digital tools and market access.
