The Philippines is set to gain a stronger push in both domestic and international tourism as the Department of Tourism (DOT) and travel experiences platform Klook renew their partnership to promote more destinations, empower local tourism businesses, and make Filipino experiences more accessible to travelers worldwide.

DOT and Klook Renew Partnership to Boost Domestic Travel and Bring Philippine Experiences to the World

The renewed Memorandum of Understanding (MOU), announced in Makati City on September 1, extends the collaboration between the DOT and Klook through a multi-year strategic partnership to drive tourism demand and expand the country’s presence in the global travel market.

At the heart of the renewed alliance is a shared goal: to shine a brighter spotlight on the Philippines’ hidden gems across Luzon, Visayas, and Mindanao while helping more local tourism operators and micro, small, and medium enterprises (MSMEs) connect with travelers through digital platforms.

A Multi-Year Push for Philippine Tourism

Under the renewed agreement, the DOT and Klook will collaborate on a range of tourism initiatives to encourage more travelers to discover the Philippines and create greater opportunities for local tourism businesses.

The partnership will tap into Klook‘s international marketing reach and its network of local experience providers to generate tourism demand through campaigns such as “Discover More to Love.” It will also focus on developing curated travel experiences and helping tourism businesses adapt to the increasingly digital nature of travel planning and bookings.

For travelers, the collaboration could mean easier access to a wider range of experiences, including attractions, tours, activities, and emerging destinations that may not always receive the same level of attention as the country’s most established tourism hotspots.

For local businesses, particularly those operating outside major urban centers, the renewed partnership aims to create opportunities to become more visible and accessible to travelers searching and booking experiences online.

Bringing Local Tourism Businesses Into the Digital Travel Economy

A key focus of the renewed MOU is greater participation by tourism stakeholders, particularly MSMEs and community-based experience providers, in the provinces.

DOT Secretary Dita Angara-Mathay emphasized the importance of ensuring that local tourism businesses are prepared to participate meaningfully in the country’s growing digital tourism ecosystem.

By helping experience providers gain access to digital travel platforms, the partnership seeks to make local offerings easier for travelers to discover and book. This can be particularly significant for small tourism businesses that may offer unique and authentic experiences but have limited marketing resources or online visibility.

The initiative also aims to make the travel booking process more seamless, convenient, and secure for consumers.

As more travelers rely on digital platforms to plan their trips, search for activities, and make reservations, stronger online access can help local operators reach audiences beyond their immediate communities.

Spotlighting Hidden Gems Across Luzon, Visayas and Mindanao

Beyond promoting the Philippines’ most popular destinations, the renewed partnership will also focus on uncovering and highlighting lesser-known attractions and emerging tourism areas across the country.

Through collaboration with the DOT’s Regional Offices, Klook and the DOT plan to support tourism initiatives that promote hidden gems and strengthen destination branding.

This approach could help introduce travelers to destinations and experiences that offer a different perspective on the Philippines, from nature escapes and cultural attractions to food experiences and community-based activities.

The goal is not only to encourage visitors to travel more but also to encourage them to explore more widely.

By expanding the range of destinations and experiences available to travelers, tourism spending can potentially reach more communities while giving visitors new reasons to return and discover another side of the country.

Empowering MSMEs and Community-Based Tourism Operators

Local operators and MSMEs are expected to play a major role in the renewed partnership.

Many of the Philippines’ most memorable travel experiences are created by small businesses, local guides, family-run attractions, transport providers, and community-based tourism groups. However, these operators do not always have the same access to digital tools and global marketing platforms as larger tourism companies.

The DOT and Klook partnership aims to help bridge that gap by supporting tourism product development and improving the visibility of local experiences.

For many small operators, becoming available on a major digital travel platform can open the door to new markets. Travelers planning a trip can discover, compare, and book experiences in advance, while local providers can potentially reach customers from other parts of the Philippines and overseas.

The renewed collaboration therefore places local tourism businesses at the center of the country’s broader tourism growth strategy.

Klook Sees Bigger Potential for Philippine Tourism

Klook Philippines General Manager Michelle Ho described the renewed partnership as an opportunity to further elevate the potential of Philippine tourism.

The expanded multi-year collaboration builds on the previous efforts of the DOT and Klook and reflects their shared ambition to make authentic Filipino experiences more accessible to travelers.

By supporting local merchants and experience providers, the partnership aims to create a broader, more diverse selection of activities for travelers while helping to position the Philippines as a destination that offers more than its well-known beaches and islands.

From cultural encounters and local food discoveries to outdoor adventures and emerging destinations, the Philippines has a wide range of experiences that can appeal to different types of travelers.

Making these experiences easier to find and book could play an important role in strengthening the country’s appeal among both domestic and international markets.

Digitalization as a Key Part of Tourism Growth

The renewed partnership also continues Klook’s role in supporting digital adoption within the Philippine tourism industry.

Travel planning has increasingly moved online, with travelers using digital platforms to research destinations, compare activities, read reviews, and make bookings before and during their trips.

For tourism businesses, adapting to this shift is becoming increasingly important.

The DOT and Klook partnership aims to help local businesses respond to changing traveler preferences by improving their digital presence and making their products easier to access.

This could be particularly valuable for operators offering unique experiences in provincial destinations, where a strong online presence can help bridge the distance between local communities and potential visitors.

The partnership also aims to help tourism businesses better tailor their offerings to evolving travel interests and demand.

What the Partnership Means for Travelers

For travelers, the renewed DOT-Klook alliance could lead to more curated and easily accessible experiences throughout the Philippines.

Instead of focusing only on major destinations, visitors may have more opportunities to discover local attractions, cultural activities, and experiences in emerging tourism areas.

The collaboration’s emphasis on hidden gems could also encourage travelers to look beyond familiar destinations and explore different parts of Luzon, Visayas, and Mindanao.

For domestic travelers, this could provide fresh ideas for weekend trips and longer holidays. For international visitors, it could make planning a Philippine itinerary more convenient by providing easier access to bookable experiences.

Ultimately, the partnership aims to make the Philippines easier to explore while giving travelers more reasons to stay longer, visit more destinations, and return for another trip.

A Shared Vision for Philippine Tourism

The renewed agreement reflects a broader vision for Philippine tourism—one that combines destination promotion with local business empowerment and digital innovation.

Rather than simply attracting more travelers, the partnership seeks to create a stronger ecosystem in which tourism operators can participate more actively in the benefits of visitor growth.

As the DOT and Klook move forward with their multi-year collaboration, travelers can expect more campaigns, curated experiences, and initiatives designed to showcase the country’s diversity.

From established destinations to places waiting to be discovered, the Philippines continues to offer a wealth of experiences.

With greater digital access and stronger support for local tourism providers, the renewed DOT and Klook partnership could help bring more of these experiences to a wider audience—while giving communities across the country a greater opportunity to share what makes their destinations worth discovering.

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