Tourism Department Philippines

The Tourism Department Philippines (DOT), often seen primarily through the lens of sunny beaches and vibrant festivals, plays a profound, albeit sometimes subtle, role in shaping and disseminating narratives of Philippine History. Beyond its mandate to drive economic growth through visitor arrivals, the DOT Philippines acts as a significant curator and promoter of the nation’s complex past. By strategically highlighting specific destinations, crafting compelling campaigns, and collaborating with cultural agencies, the Department influences how both Filipinos and international visitors perceive and engage with the archipelago’s rich and often tumultuous historical journey. This article delves into the history of the Tourism Department Philippines itself, explores how it has interwoven Philippine History into its promotional tapestry, examines the key historical sites under its promotional umbrella, and analyzes the intricate relationship between tourism, historical preservation, and the construction of national identity.

From the remnants of the Spanish Colonial Period in Intramuros and Vigan to the poignant battlegrounds of World War II Philippines on Corregidor, and the symbols of democratic struggle like the EDSA Shrine, the DOT Philippines leverages these sites not just as attractions, but as tangible links to the nation’s soul. We will trace the evolution of tourism promotion, analyze iconic campaigns like “It’s More Fun in the Philippines”, and discuss the challenges and responsibilities inherent in marketing cultural heritage. This exploration will touch upon key figures, pivotal moments like the Philippine Revolution, the American Period, the era of Martial Law Philippines, and the triumphant EDSA People Power Revolution, demonstrating how the narrative promoted by the Tourism Department Philippines reflects and refracts the broader currents of Philippine History.

The Genesis of Organized Tourism in the Philippines

While the formal Tourism Department Philippines is a relatively modern entity, the concept of promoting the Philippines as a destination has earlier roots.

Early Efforts (Pre-DOT): During the American Period, rudimentary efforts were made to attract visitors, often focusing on Manila as an exotic stopover for Americans traveling to Asia. Infrastructure developments, like the construction of the Manila Hotel in 1912, catered to this nascent international interest. However, promotion was sporadic and lacked centralized coordination. Early guidebooks highlighted colonial architecture and the “picturesque” native life, reflecting the perspectives of the time.
Post-War Reconstruction and Initial Steps: Following the devastation of World War II Philippines, the immediate focus was on rebuilding. Tourism was not a primary concern. However, as the country stabilized in the 1950s, the potential of tourism as an economic driver began to be recognized. The Board of Travel and Tourist Industry (BTTI) was established in 1952 under Republic Act 710, representing the first significant government effort to develop and promote the tourism industry. Its focus was primarily on regulating tourism establishments and facilitating travel.

The Formal Establishment and Evolution of the DOT Philippines

The true institutionalization of tourism promotion began in the 1970s, a period marked by significant political and economic shifts under President Ferdinand Marcos.

Creation under Martial Law: Recognizing tourism’s potential foreign exchange earnings and its utility in projecting a positive international image amidst the controversial declaration of Martial Law Philippines in 1972, President Marcos issued Presidential Decree No. 189 on May 11, 1973. This decree created the Department of Tourism (DOT), giving it cabinet-level status and a clear mandate to develop and promote the tourism industry as a major socio-economic activity. Jose D. Aspiras was appointed as the first Secretary of Tourism.
The Aspiras Era and Infrastructure Push: Secretary Aspiras oversaw a period of significant infrastructure development aimed at supporting tourism. This included the construction of luxury hotels (often facilitated by government incentives or entities like the Philippine Tourism Authority, PTA, also created during this time), convention centers (like the Philippine International Convention Center – PICC), and improvements to airports. The DOT aggressively marketed the Philippines internationally, often emphasizing its beauty, hospitality, and growing infrastructure, while downplaying the political realities of Martial Law Philippines. This era saw the rise of destinations like Boracay, although its major boom came later. Campaigns focused on attracting international conventions and leveraging connections, such as the relationship with the United States.
Post-EDSA Reorientation: The EDSA People Power Revolution in 1986, which ousted Marcos and brought Corazon Aquino to power, marked a turning point. The new government sought to project an image of democracy and openness. The DOT Philippines, under new leadership (like Secretary Antonio Gonzalez and later Peter Garrucho), faced the challenge of rebuilding trust and attracting visitors wary after years of authoritarian rule. Promotional efforts began to subtly shift, incorporating themes of freedom and Filipino resilience alongside traditional attractions. The EDSA Shrine, built to commemorate the revolution, eventually became a site of historical significance, sometimes included in tours reflecting this pivotal moment.

Key Tourism Secretaries and Their Impact (Post-EDSA)

The leadership of the DOT Philippines significantly shapes its direction and campaigns. Here are some notable figures and periods post-1986:

Secretary	Tenure (Approx.)	Key Initiatives / Focus	Historical Context Link
Richard Gordon	1998-2001	“WOW Philippines” campaign, focus on domestic tourism, promotion of Subic Bay Freeport Zone	Post-Asian Financial Crisis recovery, leveraging former US bases (Subic)
Richard Gordon	2001-2004	Continued “WOW Philippines”, aggressive marketing, hosting major events (e.g., Tarsier Foundation)	Arroyo administration’s push for economic growth, emphasis on specific sites like Palawan and Bohol.
Alberto Lim	2010-2011	Initial development stages leading to a new campaign	Early Aquino (Benigno III) administration, focus on good governance (“Daang Matuwid”)
Ramon Jimenez Jr.	2011-2016	Launch of “It’s More Fun in the Philippines” campaign, focus on crowdsourced content, digital marketing, ASEAN integration	Aquino administration, emphasis on positive branding, leveraging social media, preparing for ASEAN economic community
Wanda Teo	2016-2018	Continued “It’s More Fun…”, focus on Chinese market, controversy over advertising deal	Early Duterte administration, geopolitical shifts, infrastructure focus (“Build, Build, Build”)
Bernadette Romulo-Puyat	2018-2022	Sustainable tourism advocacy (e.g., Boracay rehabilitation), focus on farm tourism, navigating the COVID-19 pandemic	Duterte administration, increasing awareness of environmental impact, global pandemic crisis
Christina Garcia Frasco	2022-Present	“Love the Philippines” campaign (launched 2023), focus on diversifying tourism products, enhancing connectivity	Marcos Jr. administration, post-pandemic recovery efforts, aiming for broader market appeal

Export to Sheets

(Note: Tenure dates are approximate and focus on key periods of influence. Some Secretaries had multiple or shorter terms.)

The evolution of DOT’s leadership and campaigns reflects broader shifts in national priorities, economic conditions, and the global tourism landscape. Notably, the wildly successful “It’s More Fun in the Philippines” campaign under Secretary Jimenez leveraged Filipino creativity and social media, often showcasing everyday life and cultural quirks alongside major destinations, implicitly connecting fun with Filipino identity and by extension, its living history and culture.

Marketing History: How the DOT Philippines Packages the Past

The DOT Philippines doesn’t just sell beaches; it sells experiences deeply rooted in history. The selection and framing of historical sites are crucial aspects of its strategy.

Intramuros: The Enduring Symbol of the Spanish Colonial Period

Historical Significance: The Walled City of Manila, Intramuros, is the historical core of Manila and the epicenter of the Spanish Colonial Period (1571-1898). It housed the central government, religious orders, and the elite. Its walls, churches (like San Agustin Church, a UNESCO World Heritage site), forts (Fort Santiago, where Jose Rizal was imprisoned), and plazas are potent symbols of over 300 years of Spanish rule.
DOT’s Role: Intramuros is consistently a flagship destination promoted by the DOT Philippines. The Intramuros Administration (IA), an attached agency of the DOT, is directly responsible for its restoration, development, and promotion. The DOT markets Intramuros for its cultural heritage, offering walking tours, kalesa (horse-drawn carriage) rides, museum visits (Casa Manila, San Agustin Museum), and cultural performances. It’s positioned as a “must-see” for understanding the foundations of modern Manila and the lasting Spanish influence on Filipino culture, architecture, and religion. Promotion often highlights the romanticism of the old walls and cobblestone streets, sometimes glossing over the harsher realities of colonial subjugation associated with the Spanish Colonial Period.

Vigan: A Living Colonial Town

Historical Significance: The Historic City of Vigan in Ilocos Sur is another UNESCO World Heritage site, renowned for being the best-preserved example of a planned Spanish colonial town in Asia. Its unique architecture blends Filipino, Chinese, and European elements, reflecting its history as a major trading post. Unlike Intramuros, which suffered heavy damage during World War II Philippines, Vigan retains much of its original streetscape and ancestral houses (bahay na bato).
DOT’s Role: The DOT Philippines actively promotes Vigan as a journey back in time. Marketing emphasizes its unique atmosphere, the Calle Crisologo’s cobblestone street, ancestral house tours, local crafts (like inabel weaving and pottery), and cuisine. Vigan is presented as a showcase of successful historical preservation and a prime example of heritage tourism. The narrative focuses on the aesthetic beauty and the fusion of cultures, offering a tangible connection to the provincial elite life during the later Spanish Colonial Period.

Cebu: Cradle of Christianity and Early Encounters

Historical Significance: Cebu holds immense historical weight as the site of Ferdinand Magellan’s arrival in 1521, the introduction of Christianity to the Philippines (symbolized by Magellan’s Cross), and the establishment of the first Spanish settlement (Villa del Santisimo Nombre de Jesús). It’s also linked to early Filipino resistance through figures like Lapulapu, who defeated Magellan at the Battle of Mactan. Key figures like Emilio Aguinaldo also had connections to Cebu during the later Philippine Revolution.
DOT’s Role: The DOT Philippines markets Cebu as a historical and cultural hub, often alongside its popular beaches and diving spots. Key historical sites like Magellan’s Cross, the Basilica Minore del Santo Niño (housing the oldest religious icon in the Philippines), and Fort San Pedro are central to its cultural tourism promotions. The narrative often highlights Cebu’s role as the “Queen City of the South” and its significance in the early stages of Spanish colonization and Christianization, framing it as a starting point for understanding the broader national narrative. The Quincentennial Commemorations in 2021, heavily supported by the DOT and the National Historical Commission of the Philippines (NHCP), further boosted Cebu’s historical profile.

Corregidor and WWII Sites: Remembering the War

Historical Significance: Corregidor Island, located at the entrance of Manila Bay, served as a crucial defense fortress during World War II Philippines. It witnessed intense battles, the famous “I shall return” departure of General Douglas MacArthur, and the eventual surrender of Filipino and American forces to the Japanese in 1942. Other sites like the Bataan Death March route and various memorials across the country commemorate the sacrifices and suffering during the war.
DOT’s Role: The DOT Philippines promotes Corregidor and other World War II Philippines sites as destinations for historical remembrance and battlefield tourism. Tours on Corregidor, often managed by the Corregidor Foundation Inc. in coordination with tourism stakeholders, highlight the Malinta Tunnel, gun emplacements, barracks ruins, and the Pacific War Memorial. The narrative focuses on heroism, sacrifice, and the fight for freedom, appealing to veterans’ families, history enthusiasts, and educational groups. This type of tourism serves both commemorative and educational purposes, ensuring the memory of this critical period in Philippine History endures.

EDSA Shrine: Commemorating People Power

Historical Significance: The Shrine of Mary, Queen of Peace, Our Lady of EDSA, more commonly known as the EDSA Shrine, stands at the intersection of Ortigas Avenue and Epifanio de los Santos Avenue (EDSA) in Quezon City. It commemorates the largely peaceful EDSA People Power Revolution of 1986, which overthrew the dictatorship of Ferdinand Marcos and restored democracy under Corazon Aquino.
DOT’s Role: While perhaps less aggressively marketed than colonial sites or beaches, the EDSA Shrine is recognized as a site of contemporary historical importance. The DOT Philippines, particularly around the anniversary of the revolution (February 25th), acknowledges its significance. It features in some Manila city tours focusing on modern history. The narrative promoted emphasizes democracy, faith, and the power of peaceful protest, positioning it as a symbol of Filipino resilience and aspiration for freedom. Its inclusion reflects an acknowledgment of modern political history within the tourism landscape, though the emphasis can vary depending on the prevailing political climate.

Indigenous Heritage: Beyond Colonial Narratives

Historical Significance: Recognizing the limitations of focusing solely on colonial or war history, there’s a growing effort to highlight the rich pre-colonial past and the living cultures of indigenous peoples. Sites like the Banaue Rice Terraces (often called the “Eighth Wonder of the World,” though facing preservation challenges), archaeological sites managed by the National Museum of the Philippines, and cultural communities in regions like the Cordilleras or Palawan represent this aspect of Philippine History.
DOT’s Role: The DOT Philippines increasingly promotes cultural tourism experiences that involve interactions with indigenous communities, showcasing their traditions, crafts, and connection to ancestral lands. This requires careful handling to ensure respect, authenticity, and benefit-sharing. The promotion of sites like the Rice Terraces emphasizes indigenous ingenuity and harmony with nature, offering a counterpoint to the dominant colonial narratives and enriching the understanding of national identity. This aligns with the broader goals of heritage tourism that values living cultures.

The Balancing Act: Historical Preservation vs. Tourism Development

The promotion of historical sites by the DOT Philippines inevitably brings challenges related to historical preservation.

Commercialization Concerns: High visitor numbers can lead to wear and tear on fragile structures (Intramuros walls, Vigan houses). The demand for souvenirs, restaurants, and modern amenities can sometimes lead to inappropriate developments or the “commodification” of culture, potentially diluting authenticity.
Authenticity vs. Accessibility: Restoration efforts, often necessary for safety and visitor experience, can sometimes be controversial. Debates arise regarding the materials used, the degree of reconstruction allowed, and whether the “spirit” of the place is maintained. Balancing historical accuracy (often championed by the NHCP and the National Museum of the Philippines) with the practical needs of tourism (driven by the DOT Philippines) requires constant dialogue and careful planning.
Community Impact: Tourism development around historical sites can impact local communities, sometimes leading to displacement or altering traditional ways of life. Ensuring that communities benefit from tourism and have a voice in how their heritage is presented is crucial for sustainable heritage tourism.
Collaborative Efforts: Effective management requires strong collaboration between the DOT Philippines, the NHCP, the National Museum of the Philippines, local government units (LGUs), and private sector stakeholders. The Intramuros Administration is one example of a dedicated body trying to manage these complexities within a specific site. The rehabilitation of Boracay, while primarily environmental, also had implications for managing visitor impact, offering lessons for heritage sites.

Tourism Campaigns, National Identity, and Historical Narrative

Tourism slogans and campaigns are powerful tools for shaping perception.

“WOW Philippines” (2002): This campaign under Richard Gordon was highly successful in boosting domestic and international arrivals. It emphasized excitement and diversity, showcasing festivals, natural wonders, and historical sites like Vigan and Intramuros. It presented a vibrant, multifaceted Philippines, contributing to a sense of national pride.
“It’s More Fun in the Philippines” (2012): This iconic campaign under Ramon Jimenez Jr. tapped into the Filipino spirit of fun, hospitality, and creativity. While seemingly lighthearted, it subtly reinforced national identity by highlighting unique Filipino experiences. Historical sites were often featured, but the emphasis was on the experience within those sites – the fun of exploring Intramuros on a bamboo bike, the joy of a festival in Cebu. It successfully created a positive, globally recognized brand, though some critics argued it sometimes lacked historical depth.
“Love the Philippines” (2023): Launched under Christina Garcia Frasco, this campaign aims to showcase a wider range of attractions and experiences beyond the usual, emphasizing love for the country’s culture, nature, and people. It’s still evolving, but the intent seems to be to deepen the connection visitors feel, potentially incorporating more nuanced historical and cultural heritage narratives.

These campaigns demonstrate how the DOT Philippines uses branding not just to attract tourists, but also to project a particular image of the nation – an image inevitably intertwined with selected historical narratives and cultural values. The choice of what history to highlight (e.g., colonial grandeur, wartime heroism, revolutionary spirit, indigenous culture) reflects and shapes the prevailing understanding of national identity.

Key Takeaways:

The Tourism Department Philippines (DOT) plays a significant role beyond economics, acting as a key promoter of Philippine History and cultural heritage.
The DOT’s evolution, from its creation during Martial Law Philippines to its current focus, mirrors broader political and social changes in the country.
Key historical sites like Intramuros, Vigan, Cebu, Corregidor, and the EDSA Shrine are central to DOT’s promotional strategies, linking tourism to pivotal moments like the Spanish Colonial Period, WWII Philippines, and the EDSA People Power Revolution.
Tourism campaigns (e.g., “WOW Philippines,” “It’s More Fun in the Philippines”) shape perceptions of national identity by selectively highlighting historical narratives alongside natural beauty and culture.
There is an ongoing challenge in balancing tourism promotion with the crucial need for historical preservation and authentic cultural tourism, requiring collaboration between the DOT, NHCP, National Museum, LGUs, and communities.
The promotion of history through tourism influences how both Filipinos (especially younger generations) and foreigners understand the nation’s past, from figures like Jose Rizal and Emilio Aguinaldo to the complexities of the American Period and beyond.

Conclusion

The Tourism Department Philippines is more than just an engine for economic growth; it is a custodian and narrator of the nation’s story. Through its strategic promotion of iconic destinations like Intramuros, Vigan, Cebu, and Corregidor, the DOT Philippines brings Philippine History to life for millions of visitors. From the legacies of the Spanish Colonial Period and the American Period, the sacrifices of World War II Philippines, the struggles during Martial Law Philippines, to the triumphs of the Philippine Revolution and the EDSA People Power Revolution, these historical threads are woven into the fabric of the tourism experience.

Iconic campaigns like “It’s More Fun in the Philippines” have successfully branded the nation, yet the underlying task remains complex: presenting a history that is both appealing and authentic. This involves a continuous balancing act between development and historical preservation, between crafting engaging narratives and respecting the complexities and sensitivities of the past. Collaboration with agencies like the NHCP and the National Museum of the Philippines is vital in safeguarding cultural heritage while fostering sustainable heritage tourism and cultural tourism.

Ultimately, the work of the Tourism Department Philippines influences not just tourist itineraries, but also the collective memory and national identity of the Filipino people. By choosing which stories to tell and which sites to showcase—from the heroism of Jose Rizal and Emilio Aguinaldo to the modern vibrancy of cities and the enduring beauty of places like Palawan and Boracay—the DOT helps shape how the Philippines understands itself and presents its unique, multifaceted history to the world.

Frequently Asked Questions (FAQ):

Q1: When was the Tourism Department Philippines officially created?
- A1: The Department of Tourism (DOT) was officially created as a cabinet-level department on May 11, 1973, through Presidential Decree No. 189 issued by then-President Ferdinand Marcos during the period of Martial Law Philippines. This institutionalized government efforts in tourism development and promotion.
Q2: What is the role of the DOT Philippines regarding historical sites like Intramuros?
- A2: The DOT Philippines promotes Intramuros as a key historical destination showcasing the Spanish Colonial Period. Its attached agency, the Intramuros Administration (IA), is directly responsible for the restoration, management, and development of the Walled City, balancing historical preservation with tourism needs.
Q3: How does the DOT promote sites related to World War II Philippines?
- A3: The DOT Philippines promotes sites like Corregidor Island and the Bataan Death March route as destinations for historical remembrance and battlefield tourism. Promotions focus on the heroism and sacrifices during World War II Philippines, attracting history enthusiasts, veterans’ families, and educational tours.
Q4: What was the significance of the “It’s More Fun in the Philippines” campaign in relation to history?
- A4: While primarily focusing on the fun and unique experiences in the Philippines, the “It’s More Fun in the Philippines” campaign often featured historical sites within its visuals and crowdsourced content. It implicitly linked the “fun” to Filipino culture and identity, which are products of Philippine History, thereby subtly promoting cultural heritage alongside modern attractions.
Q5: Does the DOT Philippines work with other agencies for historical preservation?
- A5: Yes, effective management of historical sites requires collaboration. The DOT Philippines works with the National Historical Commission of the Philippines (NHCP) (responsible for historical sites and marking), the National Museum of the Philippines (responsible for cultural properties and artifacts), local government units (LGUs), and the private sector to ensure historical preservation alongside tourism development.
Q6: How does tourism promoted by the DOT impact national identity?
- A6: By selecting which historical sites, narratives, and cultural aspects to highlight (e.g., colonial heritage in Vigan, revolutionary spirit associated with Emilio Aguinaldo, democratic ideals of the EDSA Shrine, indigenous culture), the DOT Philippines influences the stories the nation tells about itself, thereby shaping and reinforcing aspects of national identity.
Q7: Are controversial periods like Martial Law addressed in tourism narratives?
- A7: The inclusion and framing of controversial periods like Martial Law Philippines can be sensitive and may vary depending on the administration and context. While sites like the EDSA Shrine commemorate the end of that era, the overall narrative presented through tourism tends to focus more on widely celebrated historical periods or universally appealing aspects of culture and nature. Acknowledging the complexities often falls more to museums and educational institutions than mainstream tourism promotion.

Sources:

Official Website of the Department of Tourism Philippines: (tourism.gov.ph) – For current programs, statistics, and attached agencies.
Official Website of the Intramuros Administration: (intramuros.gov.ph) – For specific information on Intramuros history, restoration, and management.
Official Website of the National Historical Commission of the Philippines (NHCP): (nhcp.gov.ph) – For information on historical sites, figures, events, and preservation policies.
Official Website of the National Museum of the Philippines: (nationalmuseum.gov.ph) – For information on cultural heritage, archaeological sites, and collections.
Presidential Decree No. 189, s. 1973: (officialgazette.gov.ph) – The decree establishing the Department of Tourism.
Republic Act No. 710: (lawphil.net) – Establishing the Board of Travel and Tourist Industry (BTTI).
Corpuz, O.D. (1989). The Roots of the Filipino Nation. AKLAHI Foundation, Inc. – Provides broad historical context for various periods.
Joaquin, Nick. (Various Works, e.g., Manila, My Manila). – Offers cultural and historical insights, particularly into Manila and the Spanish era.
UNESCO World Heritage Centre: (whc.unesco.org) – Information on World Heritage Sites like Vigan and the Churches of the Philippines (including San Agustin in Intramuros).
Academic Journals: Articles related to Philippine tourism history, cultural heritage management, and national identity construction (e.g., Philippine Studies: Historical and Ethnographic Viewpoints, Journal of Heritage Tourism). Searchable via academic databases like JSTOR, Google Scholar.

Category: Contemporary Period (1986-Present)