TikTok and DOT Philippines join forces to train tourism SMEs in digital storytelling

Tourism businesses across the Philippines are set to receive digital marketing and content creation training through a new strategic collaboration between TikTok Philippines and the department of tourism (DOT).

The partnership was formalised on Tuesday through a memorandum of agreement signed at the DOT’s office in Makati, marking a joint effort to enhance the digital presence of local tourism stakeholders.

Under the agreement, TikTok Philippines will conduct a series of educational sessions designed to help small hotels, restaurants, souvenir shops, travel agencies, and tourism groups promote their services and destinations online.

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TikTok Philippines public policy head Yves Gonzales said the initiative aims to give tourism players the tools to reach and engage wider audiences. “We are confident that they will be able to grow their business and tell their own stories on the platform,” Gonzales said, as quoted by government-owned Philippine News Agency.

Tourism secretary Christina Frasco said the collaboration supports the government’s ongoing push to promote responsible and inclusive travel. “Technology may evolve, but our mission remains - to uplift the life of our fellow Filipinos, showcase the best of our country, and ensure that tourism graduates from being a mere leisure activity to one that provides true transformation for our communities,” she said.

“With TikTok, we’re not just keeping pace with change; rather, we are reshaping how the world experiences and loves the Philippines,” Frasco added.

The first batch of TikTok-led training sessions will accommodate at least 50 DOT-accredited businesses. While the department has begun identifying potential trainees, interested participants may coordinate with their nearest DOT regional office to apply.

“If they’re not accredited but part of the value chain, they just need to coordinate with our regional offices to provide their intention. The TikTok team and DOT central office will put together the names of those endorsed,” DOT assistant secretary Sharlene Batin explained.

Through this partnership, the DOT and TikTok Philippines aim to equip local tourism players with the digital confidence to capture audiences both at home and abroad - one story, one short video at a time. 

TikTok Shop Philippines has rapidly emerged as a leading force in the country’s eCommerce scene, growing swiftly to reach 2 million sellers by October 2024. The platform has evolved into a vital marketplace serving both major brands and the nation’s vast community of MSMEs.

Previously, the platform reported that at least eight Filipino MSMEs, including Anthologie, Kape Lumad, and MAGWAI, are leveraging TikTok Shop’s ASEAN “SOAR together” programme to grow their digital footprint and reach new audiences. The initiative, which has supported 50 MSMEs across Southeast Asia through training and regional showcases, equips local entrepreneurs with the skills and exposure to thrive in the digital economy.

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