PHILIPPINE DEPARTMENT OF TOURISM-USA OFFICES

TERMS OF REFERENCE

SERVICE PROVIDER FOR THE LOCALIZED TOURISM PORTALS FOR FOREIGN OFFICES AND OPPORTUNITY MARKETS – INTEGRATED DIGITAL PLATFORMS FOR USA MARKETS WITH AN E-PHILIPPINE TRAVEL SPECIALIST (ePh-TAS) PLATFORM

12-month Engagement in 2026-2027

I. BACKGROUND AND RATIONALE

The Philippine Department of Tourism’s offices in the USA (PDOT-USA) currently maintain various digital platforms dedicated to the USA audience/market: website, social media (Facebook and Instagram), and e-newsletter. While we have these tools to provide information on the Philippines in place as part of our initiatives to strengthen the presence of the Philippines in the digital world, we need to ensure that these platforms offer information/content that are unique, accurate, useful, relatable, trendy and most of all, effective and in line with our objective of sustaining growth in visitor arrivals from the USA and contribute to the Department of Tourism’s goal of transforming the Philippines into a tourism powerhouse in Asia.

The PDOT-USA offices are proposing the upgrading of the website for the USA markets and transforming them into the core and integrating elements of our offline and online activities to be implemented through an integrated digital platforms project. This will cover the upgrade/development of the website for the USA market, content development and marketing for the website and PDOT USA’s social media accounts, and Search Engine Optimization (SEO), among others.

The vision is to showcase and provide easier means to get inspiration, create itineraries, and book packages featuring various destinations as well as tourism products such as the Philippine Experience Program, Creative Tourism, Filipino Brand of Wellness, Gastronomy Tourism, Market Tours, Film Tourism, Golf Tourism, Farm Tourism, among others. We hope to have a website that will provide comprehensive information that will help travelers curate the perfect itinerary to the Philippines.

II. OBJECTIVES

  • Build or upgrade the PDOT-USA website with updated and relevant content, features and dual-language functionalities
  • Establish a website that will serve as the core in integrating elements of PDOT-USA’s offline and online marketing activities
  • Provide and maintain digital platforms that will showcase tourism destinations as well as tourism products such as the Philippine Experience Program, Creative Tourism, Filipino Brand of Wellness, Gastronomy Tourism, Market Tours, Film Tourism, Golf Tourism, Farm Tourism, among others and provide easier means to book packages
  • Create a website that will also integrate educational tools for travel agents/advisors who are already or planning to sell the Philippines to their clients
  • Maximize use of PDOT-USA’s digital platforms to support the promotional and market development activities geared towards both the travel trade and consumers
  • Enhance the overall tourist experience by providing and maintaining a website that is user-friendly and at the same time offers relevant, useful, educational and inspiring content
  • Utilize the expertise of a service provider that will not only build or upgrade the websites for the USA markets but will also achieve an integrated digital marketing strategy through the following:
    • Ensure that all digital campaigns and platforms are constantly updated and managed by specialists in the field following the industry’s best practices
    • Increase the number of followers of all PDOT-USA’s digital platforms as well as the number of likes, visits, shares, downloads, and engagements
    • Increase traction, reach and impressions of the social media postings
    • Improve the Philippines’ position in search ranking
    • Increase the number of outbound clicks (to partner sites) and inbound clicks (from partner sites and other trusted sources)
    • Increase engagements for activations and events
    • Generate relevant analytics, data, and insights into the behavior and preferences of the target audience, which can inform future marketing and tourism development strategies

III. SCOPE OF WORK

PDOT-USA needs the services of a company based in the U.S. to manage the digital and integrated marketing activities of the Philippine Department of Tourism for the U.S. markets. Below outlines the components and deliverables.

COMPONENTS

The proposed project will cover the following:

  1. Integrated digital marketing plan across all digital platforms of PDOT-USA
  2. Website development/updating, maintenance, and management
  3. E-Philippine Travel Specialist platform development/updating, maintenance, and management
  4. SEO and SEM Strategy and Campaign planning and implementation
  5. Social media accounts set-up/updating, maintenance, and management
  6. Preparation and distribution of E-news and management of database
  7. Content marketing
  8. Social listening
  9. Crisis management
  10. Implementation and management of digital campaigns and online surveys, and review, evaluation and monitoring of proposals
  11. Digital promotion of PDOT-USA offline consumer and travel trade activities
  12. Autoresponder feature for all platforms
  13. Management of subscriptions related to the website and social media accounts
  14. Data privacy compliance management

DELIVERABLES

A. Website Development, Management and Hosting

Basic Services

  • Design and layout of contents and special features
  • Domain registration and corresponding fees
  • Web and database hosting and corresponding fees
  • Site map
  • Responsive Web Design (multi-device layouts)
  • Email hosting with corresponding storage space (to be discussed with PDOT-USA) and corresponding fees
  • Chatbot maintenance
  • All necessary website security plug-ins and features and corresponding fees
  • All necessary plug-ins for website features and corresponding fees
  • Collect and manage consumer data base in accordance with all applicable data and privacy laws
  • Maintenance of website content in downloadable format
  • Ensure that the website is updated in a timely manner and new contents are pre-approved by PDOT-USA
  • Adding/removing content/pages as may be necessary

Special Features

  • Dual language functionality (English and Spanish)
  • Translate website contents in Spanish language (maximum 100 pages excluding downloadable materials to be provided by PDOT USA)
  • Interactive Tourist Spot Directory Map – showcase popular tourist destinations with descriptions, activities, contact information, map and other relevant information
  • Functionality which will allow users to choose destinations or activities and curate an itinerary
  • Scanning and conversion of materials to pdf for downloading
  • Website must have a section dedicated to the travel trade
  • Design of e-brochures for online viewing and downloading

B. e-Philippine Travel Specialist Program Site/Platform

Basic Services

  • Creation of an e-Philippine Travel Specialist Program Site/Platform and corresponding fees
  • Conceptualize, design and craft training modules appropriate for the target users
  • Design and layout of contents and special features
  • Collect and manage consumer data base in accordance with all applicable data and privacy laws
  • All necessary security plug-ins and features and corresponding fees
  • All necessary plug-ins for site features and corresponding fees
  • Responsive Web Design (multi-device lay-out)
  • Provide Resume functionality or Session continuity
  • Regular monitoring of the platform and addressing of issues

Special Features

  • Language functionality (English, Spanish and French)
  • Downloadable Philippine Travel Specialist Certification functionality
  • Gamification, competition, sign-ups, queries, FAQs and other user engagement functionality
  • Create and manage activities and campaigns to promote increase users, inclusive of any fees for online platforms and plug ins
  • Execute a launch event for the e-Philippine Travel Specialist Program, all expenses included

C. Social Media Management

  • Development, management, maintenance, upkeep of the PDOT USA social media accounts:
    • Facebook
    • Instagram
    • YouTube
    • And other forms of social media as may be created
  • Creation of weekly content plan, content writing, graphic layout, content posting, monitoring and reporting
  • Conceptualization and implementation of activities and campaigns to promote and increase followers, fans, likes, shares, visits, and engagement
  • Monitor campaign analytics and other relevant data/information and implement activities to maximize/address trends, issues, or needs
  • Collect and manage consumer database in accordance with all applicable data and privacy laws
  • Provide social media marketing support before, during and after marketing activities or campaigns of PDOT-USA, as may be necessary

D. E-newsletter

  • E-newsletter subscription platforms and corresponding fees
  • Integrated with the website and social media accounts
  • Research, writing, and lay-out of contents
  • Dispatch on a timely manner
  • Collect and manage consumer database in accordance with all applicable data and privacy laws
  • Conceptualization and implementation of activities and campaigns to promote and expand subscriptions
  • Gamification, competition, sign-ups, queries, FAQs and other user engagement functionality/feature

E. Planning and execution of SEO and SEM Strategy and Campaign for PDOT USA’s digital platform/s

F. Daily answering of inquiries received in email and social media pages of
PDOT-USA.

G. Issue and crisis monitoring in social media pages and websites managed
and controlled by PDOT-USA

H. Identify trends and insights, and optimize performance based on the
insights

I. Output and report generation – provide accurate and detailed
performance reports with professional analysis

J. Ensure compliance with data protection and privacy laws of the USA and
the Philippines

The above services will be delivered by the following timeline, subject to finalization with the winning bidder before contract signing:

ACTIVITYSUGGESTED TIMELINE
a. Website Management, Enhancement, Hosting, and Renewal of Domain; e-Philippine Travel Specialist Program Site/Platform management; SEO and SEM activitiesWhole Duration of the Contract
b. Social Media: Content creation/posting, and management of PDOT-USA social media accountsWeekly/Daily of as may be agreed
c. Website Content Update and ManagementRegular
d. E-newsletterMonthly or as may be scheduled for special activities/events/updates
e. Answering of inquiries received thru email and social media accounts of PDOT-USAAs necessary
f. Posting of events/content on PDOT USA website and social media accountsAs necessary
g. Issue and crisis monitoring in the website and social media accounts managed and controlled by PDOT-USAAs necessary
h. Identify trends and insights and optimize performance based on the insightsMonthly
i. Data collection and management and
updating of database		Weekly updating of database Data collection on regular basis and during activations and events
j. Output and report generationMonthly and upon request

General Specifications

  • Media formats utilized should be available in PDOT-USA, including desktop, android, and iOS users.
  • The developer may utilize PDOT-USA photo archives and in the event of usage of photos not owned by PDOT-USA, the developer will be responsible for acquiring the copyrights and corresponding fee.
  • All assets to be used must undergo vetting and receive prior approval from PDOT-USA. In cases where assets not owned by PDOT-USA are utilized, the developer shall be solely responsible for securing the necessary copyrights and ensuring proper usage rights.
  • Website and all online platforms design should be aligned with PDOT branding campaign guidelines.
  • Interactive, social networking, and community-based applications in the U.S. are encouraged.
  • Translation will be limited to only web content and does not include downloadable materials.
  • The team must comprise a technical and marketing team assigned permanently for this project.
  • The following key personnel must be based in the U.S. and have at least three years of relevant experience to the assigned role for the project:
    • Project Manager
    • Web Developer
    • UX Designer
    • SEO and SEM Specialist
    • Content Researcher and Writer
    • Graphic Designer
    • Activations/Campaigns Specialist
    • Technical Support
      • *Bidders may recommend additional personnel deemed fit for the Team.
  • Issuances, updates, and contents in all platforms shall have prior clearance or approval of PDOT-USA.
  • The service provider shall support any new branding or campaign that will be developed and launched by the Philippines.
  • Physical attendance to PDOT USA activities/events may be required from time to time.
  • All project components should be done according to industry best practices applicable to destination marketing, and in accordance with all applicable laws in the USA and the Philippines

IV. QUALIFICATIONS OF THE SERVICE PROVIDER

Eligibility

The service provider should be based in the U.S. and must have at least 3-year track record in integrated digital marketing. Specialization and or experience in PR, destination marketing or handling tourism-related accounts and familiarity about the Philippines are an advantage.

Documentary Requirements

The service provider is required to submit the following:

a. Proposed Integrated Digital Marketing Strategy and Plan for twelve (12)
months
b. Web Design and e-Philippine Travel Specialist Program Site concepts
c. SEO and SEM Strategy and Campaign Plan
d. Business registration document
e. Company portfolio which includes:

i. Company profile and organizational structure
ii. Case studies
iii. Form W-9
iv. Qualifications and experience of employees to be assigned to the team that will handle the PDOT-USA account
v. List of ongoing and completed projects (similar/not similar in nature) for the last five years

Bidders must be compliant with the eligibility and documentary requirements to qualify.

V. CRITERIA

  • Level of expertise and experience in the field of integrated digital marketing and destination marketing: 20 points
    • Track record in digital marketing: 1 point for every year of experience (maximum of 5 points)
    • Experience in destination PR/marketing: 2 points for each past and current project or account (maximum of 6 points)
    • Experience in handling tourism-related accounts: 1 point for each past and current project or account (maximum of 5 points)
    • Experience in handling or dealing with Philippine or Filipino American organizations or entities: 1 point for each past and current project or account (maximum of 4 points)
  • Proposed Integrated Digital Marketing Strategy and Plan: 40 points
  • Web Design Proposal: 20 points
  • SEO and SEM Strategy and Campaign Plan: 10 points
  • e-Philippine Travel Specialist Program Site Concept: 10 points

VI. PAYMENT TERMS

Payment of services will be mutually agreed upon by the parties, based on milestones, after submission of invoice and outputs, and after PDOT-USA has certified that all deliverables and supporting documents are met.

VII. APPROVED BUDGET FOR THE CONTRACT (ABC)

The Approved Budget for the Contract (ABC) is ONE HUNDRED THIRTY-FOUR THOUSAND NINE HUNDRED AND THIRTY-FIVE US DOLLARS (USD 134,935.00), inclusive of all fees and surcharges, except taxes (PDOT-USA to provide tax-exemption documents).

The winning bid shall be based on LOWEST CALCULATED AND RESPONSIVE BID. However, PDOT-USA retains the discretion to award the contract to the bidder offering the most financially advantageous proposal, provided that the bid amount does not exceed the approved budget.

VIII. TIMELINE AND SCHEDULE OF WORK

January 15, 2026Posting of Request for Proposals and Terms of Reference
February 13, 2026Deadline of submission of proposals
February 14-23, 2026Evaluation of Proposals, Selection of winning bidder and Issuance of Notice of Award
February 24 to March 1, 2026Contract signing and issuance of Notice to Proceed
March 2, 2026Project commencement
June 23, 2026Deadline to launch all live platforms
12 months from launch of live platformsProject management and maintenance


IX. DEADLINE OF SUBMISSION OF PROPOSAL: February 13, 2026

X. CONTACT INFORMATION

For clarifications and submissions, please contact:

GERARD O. PANGA
Tourism Attache
Philippine Department of Tourism-Los Angeles Office

GENESIS RAENANI G. REÑOS
Administrative Officer
Philippine Department of Tourism-Los Angeles Office