Tourism Secretary Issues Directive to Remove Her Image from All DOT Promotional Campaigns
In a significant move addressing mounting public and political scrutiny, Tourism Secretary Christina Garcia Frasco announced on Wednesday, February 4, 2026, that she has issued a formal directive to eliminate her image from all Department of Tourism (DOT) promotional materials. This decision comes after facing sharp criticism from lawmakers and netizens who accused the agency of focusing on self-promotion rather than highlighting the Philippines' diverse destinations and cultural attractions.
Immediate Action Taken Following Senate Hearing
During a media forum held in Manila, Secretary Frasco revealed that she has instructed all DOT regional offices to immediately take down any existing materials featuring her photograph and to refrain from producing new ones that include her likeness. I have actually already issued an order to our regional offices—as far as we are concerned at the DOT—to take down any material that may bear my image, and to not produce any material that may bear my image, Frasco stated emphatically.
The directive was issued just one day after Senator Raffy Tulfo raised concerns during a Senate Committee on Tourism hearing on Tuesday, February 3. Tulfo argued that tourism promotions should spotlight destinations, culture, and attractions, not government officials, sparking a broader debate about the appropriate use of public figures in marketing campaigns.
Appeal to Local Government Units and Clarification on Magazine Publication
In addition to the internal DOT order, Frasco made a public appeal to local government units (LGUs) across the country, requesting them not to display any tourism-related materials, such as tarpaulins, that feature her face. And if we could request our LGUs, just so this issue is minimized. There are so many other things we need to consider that are of national importance. To the LGUs: please don't put up any tarps that bear my image. I will not be lesser for it because I'm not running anywhere, she added, firmly dismissing any speculation about political ambitions in the upcoming 2028 elections.
Frasco strongly rejected the allegations of self-promotion, clarifying that neither she nor the DOT authorized the use of her photos in promotional campaigns. She specifically addressed a controversial Japanese magazine publication, Philippine Topics, which used her images without consent. Neither I nor the Department of Tourism gave our consent or any funds whatsoever for the publication of Philippine Topics magazine, which collected, on its own volition and editorial decision, to use my image without my consent. I did not grant any interviews, nor were any interviews solicited by the DOT. I did not pay a single peso, nor were any government funds used for this publication, Frasco explained.
Upon discovering the unauthorized use, Frasco directed an investigation and sent a demand letter to the magazine to clarify their position. She also referenced a photographer who initially claimed to have been hired by the DOT for thousands of pictures, only to later retract the statement, which Frasco cited as evidence supporting her innocence in the matter.
Defending Visibility as Part of Official Duties
The Tourism Secretary reiterated that her high visibility in various tourism-related activities stems solely from her dedication to her role, not from any personal agenda. What I see here is that what is being questioned is why I'm very visible. The accusation is that I'm very visible because I wish to promote myself. But could there perhaps be room for the argument that I'm very visible because I'm simply working? Nothing else, Frasco asserted, emphasizing her commitment to promoting Philippine tourism through hands-on involvement.
This development highlights ongoing tensions between government transparency, effective marketing strategies, and public perception in the tourism sector, as the DOT aims to refocus its promotional efforts on the country's natural and cultural assets rather than individual officials.
