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Filipinos on-line take jabs on the different ‘self-promoting’ methods of Tourism Secretary Christina Frasco and present her truly increase Philippine tourism
CEBU, Philippines – When one makes use of the web adage “face card by no means declines,” it’s when one other particular person appears to be like so lovely, they use their face like a bank card to get by way of life.
One can say issues had not gone effectively for Tourism Secretary Christina Frasco on this regard.
Greater than two years after the controversies surrounding the launch of “Love the Philippines,” Filipinos criticized the Frasco for having her photographs prominently featured in campaigns selling the Philippines as a vacationer vacation spot.
Issues got here to a head when the Senate tourism committee summoned Frasco to a listening to on this problem on Tuesday, February 3. Senator Raffy Tulfo referred to as her out for what he referred to as extreme self-promotion.
The tourism secretary defended herself, saying her face seems typically on DOT supplies as a result of it exhibits her doing her job. Nonetheless, a day after, Frasco ordered the removing of her photographs in tourism-related supplies.
Face card activated
However it seems that Frasco’s face had been featured not simply in DOT campaigns.
Veteran Cebu journalist Leo Lastimosa reported on a senior citizen’s ID from Frasco’s time period as Liloan mayor from 2016 to 2022 — which included her full-body photograph.
“Her photograph on the ID was even larger than that of the senior citizen,” Lastimosa reported in Cebuano. “It had gotten pharmacists confused on who truly is the proprietor of the ID. Such audacity.”
Lokalpedia founder John Sherwin Felix additionally posted photographs bearing the watermark of the DOT’s Workplace of Public Affairs and Advocacy. The photographs confirmed a Valentine’s Day occasion in 2025, the place presents bearing photographs of Frasco and her husband, Cebu fifth District Consultant Duke Frasco, had been distributed.
A Google Photographs search of the photographs led to a hyperlink to a DOT put up on Fb, which is unavailable as of writing.
A photograph of Frasco with Singapore Minister of State for Commerce and Trade Alvin Tan through the 2023 Affiliation of Southeast Asian Nations Tourism Discussion board additionally resurfaced on viral social media posts. She was seen handing out bins of rosquillos — Liloan’s well-known delicacy — plastered with side-by-side pictures of her and Duke.
Poking enjoyable on the scenario, Filipinos determined to place Frasco’s picture in different supplies, too — from a faux Skilled Regulation Fee ID, hospital stock, to e-sports recreation playing cards.
Face card declined
Frasco would possibly say her photographs are a platform for job transparency, however for Filipinos on-line, that’s not the purpose.
“We don’t wish to see your face on each promotional materials of DOT. We’d like the ‘actual’ tourism points of interest,” wrote a consumer on Threads.
Complaints from social media customers even went approach again in 2025, as proven in one other Threads put up.
In consequence, netizens appeared again on the DOT’s earlier campaigns — most notably “It’s Extra Enjoyable within the Philippines” marketing campaign.
“Shortly after it was launched, it went viral as netizens started creating and posting their very own variations on-line, showcasing native tradition, locations, and private experiences,” wrote one other Threads consumer.
For communications marketing consultant Pola del Monte, the DOT doesn’t simply have to take away Frasco’s picture in its supplies — it should do an “overhaul” of its content material.
“Content material must be reframed for vacationers in search of data. The analysis must be deeper, form of like how magazines or content material creators produce content material,” Del Monte wrote on Instagram.
“This overhaul is just not about beauty modifications however about reimagining tourism communication as an expertise in itself — one which informs, excites, and connects vacationers to the richness of the Philippines,” she added.
– Rappler.com
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