Department of Tourism
|Department of Tourism|
|Secretary||Ramon R. Jimenez|
|Undersecretaries|| Daniel G. Corpuz|
Atty. Maria Victoria V. Jasmin
Ma. Theresa I. Martinez
|Address||DOT Building - Agrifina Circle, Rizal Park, Manila 1000 Philippines|
|Contact Numbers||(632) 521 7376, (632) 521 7377|
The Department of Tourism (Filipino: Kagawaran ng Turismo) of the Philippines, more popularly known as DOT, is the department of the Philippine government which is primarily charged with the responsibility to encourage, promote, and develop tourism as a major socio-economic activity to generate foreign currency and employment, and to spread the benefits of tourism to both the private and public sector.
The present Department of Tourism of the Philippines has its roots in a private initiative to promote the country as a major travel destination. As a result of this initiative, the Philippine Tourist and Travel Association (PTTA) was created by Republic Act No. 710 in 1952, with the goal of bringing together all organizations and entities catering to travel and tourism. In 1956, Republic Act No. 1478 created the Board of Travel and Tourist Industry to serve as the policy-making body for travel and tourism under the auspices of the then Department of Commerce and Industry (DCI), with the PTTA as its implementing arm.
In 1973, President Marcos created the Department of Tourism (DOT) through Presidential Decree No. 189, with the Philippine Tourism Authority (PTA) as its implementing arm for infrastructure development. The Civil Aeronautics Board (CAB) was reconstituted and attached to the DOT as well. Three years later, the Philippine Convention Bureau (PCB) was created as the department’s marketing arm for conventions.
In order to be more cohesive in its functions, the DOT was reorganized in 1987 by virtue of Executive Order No. 120 issued by President Corazon C. Aquino, and charged with its primary functions and responsibilities. By virtue of this same executive order, the PTA remained an attached agency of the DOT; however, the CAB was transferred to the Department of Transportation and Communications. Meanwhile, Executive Order No. 120-A reorganized the PCB and renamed it the Philippine Convention and Visitors Corporation (PCVC), charged with being the DOT’s marketing arm.
In 1991, President Fidel V. Ramos issued Proclamation No. 188, adopting the Philippine Tourism Master Plan (TMP) as the Philippine government’s blueprint for tourism development and mobilizing all government agencies as well as the private sector to support and implement it. The proclamation also allowed the DOT to create committees and task forces to ensure the implementation of the programs identified in the plan.
In 1998, the Department of Tourism was one of the main offices of the government responsible for the culmination of the centennial celebration of Philippine Independence from Spain. In 2002, the Department of Tourism headed by Secretary Richard Gordon initiated the Visit Philippines 2003 project, which became one of its most successful tourism promotion projects.
Functions and Responsibilities
The Department of Tourism aims to improve accessibility of travel destinations, make tourism products better and more affordable, promote a culture of tourism among local residents, and increase recognition of tourism as an effective and efficient tool towards socio-economic development of the Philippines.
The Department of Tourism is tasked with the mission of generating foreign currency and employment; spreading the benefits of tourism to a wider segment of the population with the support, assistance and cooperation of both the private and public sector; and ensuring the safe, convenient, enjoyable stay and travel of foreign and local visitors in the Philippines.
The Department of Tourism's mandate was first embodied in Presidential Decree No. 189 which created the Department of Tourism in 1973. Its present mandate is contained in Executive Order No. 120 signed in January 30, 1987, which reorganized the DOT both structurally and functionally.
- Office of the Secretary - provides leadership, direction, and substance to the overall operations of the Department. It formulates policies, plans , programs, rules, and regulations; reviews and evaluates the performance of the Tourism Master Plan; and advises the President on all matters affecting the tourism program of the country.
- Tourism Promotions Sector - has the primary function of promoting the Philippines as a tourist destination domestically and internationally. It devises integrated marketing and promotional activities such as information dissemination, public relations, special events, and related tourism programs. It likewise supervises the overseas field offices established to implement and enhance the tourism development and promotion program of the Department in the international field.
- Tourism Services and Regional Offices Sector – is tasked to ensure the pleasant entry, stay, and exit of tourists. It formulates standards of quantity and efficiency for tourism-oriented establishments, among others, done through an accreditation system. It also monitors tourist establishments' compliance to policies to make sure that their facilities and services are operated and maintained according to acceptable international norms. This sector also supervises DOT's regional operations established to implement the policies, plans, programs, and regulations of the Department and to maintain the delivery of efficient and effective frontline services for the tourism industry.
- Planning, Product Development and Coordination Sector - is responsible for the formulation and updating of the Tourism Master Plan, together with its component programs. This sector monitors the effective implementation of the Tourism Master Plan and develops and conceptualizes new products and investment opportunities designed to enhance tourist sites and facilities, in coordination with the private sector and other government institutions.
- Internal Services Sector - ensures the smooth and legal functioning of the operations of the Department through the provision of effective and efficient advice and services in the areas of personnel management, human resource development, general services administration, computerization and information technology services, budgetary, financial and management services, and investigatory and advisory services.
- Philippine Convention and Visitors Corporation (PCVC) - the promotional arm of the DOT. The PCVC is tasked to plan and implement the country's tourism marketing efforts and promote the Philippines as a destination for conventions.
- Philippine Tourism Authority (PTA) - the implementing arm of the DOT for policies and programs pertaining to the development, promotion and supervision of Philippine Tourism infrastructure projects.
- Duty Free Philippines (DFP) - a duty and tax-free merchandising system established and operated by the DOT, through the Philippine Tourism Authority (PTA), as authorized by Executive Order No. 46, issued on September 4, 1986 .
- Intramuros Administration (AI) - tasked with the restoration and development of Intramuros, the walled city of Manila.
- National Parks Development Committee (NPDC) – has the primary purpose of developing and maintaining assigned parks specifically the Rizal Park or Luneta (NPDC's flagship), Paco Park, the Pook ni Maria Makiling and Burnham Park.
- Nayong Pilipino – tasked with the mission of enshrining the rich national heritage of the Filipino through the authentic depiction of customs & traditions and of natural and historical legacies.
- Visit Islands Philippines 1994
- Miss Universe Beauty Pageant 1994
- Florikultura '98 - international horticulture exhibition
- Expo Pilipino 1998 - Philippine Centennial International Exposition
- 1998 Philippine Centennial Celebrations
- World Exposition 2002 Manila (cancelled due to financial problems of the government) 
- Visit Philippines 2003
- Wow Philippines
It's More Fun in the Philippines
In January 2012, the Department of Tourism launched a new slogan that would brand the new Philippine tourism campaign. According to Secretary Ramon Jimenez Jr., the slogan answers the fundamental question: “Why the Philippines?”
The new campaign bears the logo of a banig weave that forms the map of the Philippines. BBDO Guerrero. the advertising agency behind the idea was also responsible for the “Wow Philippines: More than the Usual” brand campaign that was used in 2001.
Ads from It's More Fun in the Philippines campaign may be viewed here.
List of Secretaries of Tourism
- Jose Antonio Gonzales - March 1986 - June 30, 1987
- Rafael Alunan III - July 1, 1987 - June 30, 1989
- Narzalina Z. Lim - July 1, 1989 - June 30, 1992
- Evelyn B. Pantrig (acting)- 1996-1996
- Guillermina T. Gabor - May 19, 1996- June 30, 1998
- Gemma Cruz-Araneta - July 1, 1998 - January 20, 2001
- Richard J. Gordon - January 20, 2001 - January 2004
- Robert Dean Barbers (acting) - January 2004 - February 2004
- Roberto M. Pagdanganan - February 2004 - September 2005
- Joseph Ace H. Durano - September 2005 - June 2010
- Ramon Jimenez Jr. - June 2010 - present
- Official Website of the Department of Tourism of the Philippines (accessed March 14, 2008)
- Visit My Philippines.com(accessed March 14, 2008)
- Arnaldo, Ma. Stella. 'It's more fun in the Philippines' - Spread the word, says DOT. (Accessed on November 16, 2012)