PEP Educational Program and Product Launch

TERMS OF REFERENCE

I. BIDDERS: Tourism Communications, Public Relations and Marketing Companies (With offices in the USA and Canada)

II. PROJECT TITLE AND DESCRIPTION: Philippine Experience Program USA and Canada Educational Program and Product Launch

III. IMPLEMENTATION PERIOD: March to June 2026

IV. FUND SOURCE: DOT Office of Product Development

V. BACKGROUND AND RATIONALE

The Philippine Experience Program (PEP) is a flagship initiative of the Department of Tourism (DOT) that highlights the country’s rich cultural, heritage, and community-based tourism assets through immersive travel circuits. Building on the program’s successful rollout across 13 regions, the PDOT USA Offices will collaborate with leading tour operators, travel consortia, and partner airlines in the United States and Canada to strengthen product knowledge, enhance capacity for experience development, and integrate PEP circuits into international travel portfolios. By leveraging the program’s outcomes such as increased cultural tourism offerings, tourist arrivals, MSME growth, improved infrastructure, trained cultural leaders, and strengthened industry partnerships, this initiative aims to reach more international guests, showcase the bounties of the Philippines, and promote inclusive tourism development across local communities.

This initiative responds to the growing demand among North American travelers for authentic and meaningful travel experiences while strengthening the Philippines’ position as a prime destination for culture and heritage, gastronomy, wellness and community-driven tourism. Through the proposed Philippine Experience Program USA and Canada Educational Program and Product Launch, we hope to boost international awareness, enhance trade engagement, and support local communities by driving visitor interest toward immersive Philippine tourism products.

PDOT-New York is looking for a qualified Tourism Communications, Public Relations and Marketing Company to deliver an effective and successful project and its various components.

VI. OBJECTIVES

Strengthen the positioning of the Philippines as a destination for immersive cultural and community-based tourism;
Strengthen the capability and participation of North American travel partners in developing and packaging PEP circuits for international markets;
Increase the visibility and booking potential of PEP itineraries in international markets; and
Contribute to the inclusive and sustainable growth of Philippine tourism by directing visitor flows to local communities and lesser-known destinations.

VII. PROJECT CONCEPT / COMPONENTS / DELIVERABLES

A. PDOT and Travel Trade Collaboration

Establish partnership/s with selected leading tour operators and consortia in the USA and Canada for the conduct of training sessions for travel agents, retailers and travel advisors covering modules on the Philippine Experience Program concept, PEP circuits/itineraries, destinations and activities. Partner airline/s will also be tapped for possible preferential rates and other forms of support in order to make the PEP product packages/offerings more attractive and accessible to the market.

Said partnership/s will be throughout the implementation of the project, most important of which is the creation of Philippine Experience Program packages to be launched in June and to be made available for travel agents/consultants/consumers.