December 31, 2025 - A photographer has publicly criticized the Department of Tourism (DOT) after its official magazine prominently featured Tourism Secretary Christina Frasco on the cover, instead of showcasing the country’s destinations. The controversy erupted after a Facebook post by a photographer identified as “Max” went viral, drawing attention to the agency’s editorial choice.

According to reports, Max claimed that the DOT had tasked him and his team to shoot “almost 320 tourist spots” across all regions of the Philippines, producing 236,000 photos and 6,500 video materials. He lamented that despite the extensive documentation, the magazine cover highlighted Secretary Frasco rather than the country’s attractions. 

In his now-deleted post, Max wrote: “‘Yung pinag-shoot [niyo kami] ng Region 1 to Region 13… almost 320 tourist [spots]. 236,000 photos. 6,500 video materials. Tas [ito] lang palaaa lalagay [niyo], DOT.”

The post quickly spread across social media, with many netizens echoing his frustration. One user quipped: “Siya na ba ang bagong ‘perlas ng silangan,’ HAHAHAHAHA.” Others questioned the use of public funds, suggesting that the cover undermined the purpose of promoting Philippine tourism.

The DOT has not yet issued an official statement addressing the criticism. However, Secretary Frasco had earlier shared the magazine cover on her official Facebook page on December 11, 2025, describing it as part of efforts to highlight tourism initiatives. The backlash, however, suggests that many Filipinos expected the cover to feature the country’s scenic destinations rather than a government official.

Observers note that the incident underscores ongoing debates about government communication strategies and the balance between promoting leadership visibility and showcasing national attractions. The controversy also highlights the sensitivity of public perception when taxpayer-funded projects are involved.

We Thought “Epal” Politics Was Over. Apparently, It Just Changed Format

Many Filipinos believed we were finally moving past the era of epal politics. No more giant faces on waiting sheds. No more names plastered on every public project. Yet this incident proves the instinct did not disappear. It simply found a cleaner, glossier platform.

A tourism magazine funded by public resources is meant to sell destinations, culture, and experience. It exists to make people want to visit places, not personalities. When a government official dominates the cover, the message shifts. Tourism becomes secondary. Visibility becomes the product.

This is why the backlash feels justified. After documenting hundreds of tourist spots, the expectation was simple. Let the country speak for itself. Mountains, seas, heritage sites, and communities are the real stars. When leadership replaces landscape, promotion turns into self-branding.

The problem is not pride in public service. The problem is optics and intent. Taxpayer-funded materials demand restraint. Filipinos are sensitive to this because they have seen how easily public projects become personal billboards.

Epal politics does not always shout anymore. Sometimes it smiles from a magazine cover. That does not make it progress. It makes it subtler.

If the goal is to promote Philippine tourism, then the Philippines should always be front and center. Public office is a platform for service, not a spotlight to occupy.