FEBRUARY 3, 2026 — In Philippine politics, one thing never goes away — the whispers of “self-promotion.” This week, Department of Tourism (DOT) Secretary Christina Frasco found herself at the center of that conversation after being questioned in the Senate about whether her face on tourism ads and magazine covers was more about branding herself than promoting the country. Her answer? A firm denial.

At the Senate Committee on Tourism hearing, Frasco was clear: “For the past three years, my visibility as Secretary of Tourism has not been about personal exposure, but about being present where the work is — on the ground, in communities, and alongside tourism stakeholders across the country.”

She pointed out that she has visited 56 out of 82 provinces since assuming office, not for optics but to personally oversee recovery efforts, infrastructure development, workforce upskilling, and destination promotion. 

But when the public sees a government official’s face repeatedly in campaigns, isn’t it natural to wonder if it’s about the job — or the person?

One hot issue is the cover story of Philippine Topics magazine published in Japan. Frasco clarified that the DOT did not fund, commission, or influence the publication, nor did she give consent for her photo to be used.

“With respect to Philippine Topics magazine, the DOT reiterates that it did not fund, commission, influence, or participate in the production of the publication. It is an independent editorial work, produced without DOT resources or intervention,” she said.

The photo in question was taken in Lake Sebu during the Philippine Experience Program, which aims to spotlight destinations like South Cotabato. Ironically, the photographer who raised the allegation has since “flip-flopped” on his statements, raising questions about credibility. 

So who’s really pushing the narrative here?

From a broader perspective, isn’t it expected that the tourism secretary’s face will appear in official activities? 

Frasco herself admitted, “Perhaps that is the reason why my face prominently appears in the DOT website as that reports on our activities.”

This isn’t new. Government agencies often have a “face of leadership.” But where does transparency end and self-promotion begin? And in the age of social media, sometimes a leader’s image spread faster than the actual program.

What matters most is accountability. Frasco emphasized that distractions and misinformation will not derail the DOT’s mission: rebuilding livelihoods, strengthening destinations, and advancing tourism for millions of Filipinos. Now as citizens, it’s our role to keep watch, ensuring that visibility is truly for the people, not for personal gain.

So how do we want our leaders to be seen? Front and center as the face of projects, or quietly working behind the scenes?

Tourism is both our pride and livelihood. Do we want our tourism story told through the wonders of our islands — or through the egos of those in office?

(Image: Philippine Entertainment Portal)