The Department of Tourism (DOT) and global payments firm Visa announced on Thursday a strategic collaboration that pushes tourism promotions and data-sharing.

This came as Tourism Secretary Christina Frasco signed a memorandum of understanding with Visa Regional Head for Southeast Asia, Bella Lai, establishing the partnership during a ceremony in Makati City.

Under the MOU, Visa and the DOT will collaborate in key areas such as data-driven tourism; micro, small and medium enterprises (MSMEs) digitalization and innovation; and providing financial literacy training for tourism stakeholders.

“This is a clear vote of confidence in Philippine tourism that they (Visa) have recognized the momentum of growth in the Philippines and that they’re partnering with us to empower our destinations as well as our tourism stakeholders,” Frasco said at the event.

“We can use the roster of Visa, whose influence spans globally in terms of promoting the Philippines,” she added.

Frasco said the data-sharing component of the deal would support the department in adjusting and fine-tuning its programs and development of destinations to ensure they are “customer-driven.”

Likewise, the Tourism chief anticipates more local tourism businesses and destinations to reap the “benefits of a globalized tourism economy” through increased exposure from Visa’s platforms.

“We cannot deny that the democratization of travel is here and that is largely driven by digitalization,” she said.

“And that is why, it has been a very high priority for us to make sure that our traditional tourism stakeholders will have more opportunities to elevate their offerings through partnerships with institutions that offer these platforms, whether it’s Visa, or other providers or digital solutions,” she added.

Based on Visa’s latest study, more tourists are increasingly preferring cashless payments.

Travelers across the Asia Pacific are shifting sharply toward cashless transactions, with 97 percent planning to bring debit, prepaid, or credit cards on their trips, compared to just 17 percent who intend to carry foreign currency, according to the Visa 2023 Global Travel Intentions Study.

Visa Philippines country manager Jeffrey Navarro said the findings align with the Philippines’ push for a “cash-lite” economy and highlight the importance of digital payment readiness in the tourism sector.

“Visa supports the government’s vision of a cash-lite society, and this collaboration with the DOT reinforces our commitment to driving tourism growth in the Philippines,” Navarro said.

“By enabling seamless and secure digital payments for travelers, empowering small businesses to thrive, and advancing digital and financial inclusion, we aim to create a stronger, more resilient tourism sector. Through data-driven insights and collaboration, we’re helping to build an ecosystem where every stakeholder can participate in the digital oeconomy and contribute to sustainable tourism growth.”

Earlier, Frasco said the DOT wants to make its 2026 promotions “people-driven,” largely guided by industry insights from the private sector.

This is the DOT’s latest partnership with a multinational payment card services firm and follows a similar collaboration deal with Mastercard in June. (PNA)