TERMS OF REFERENCE
SERVICES OF AN ONLINE TRAVEL AGENCY FOR 4TH QUARTER 2025 LOVE THE PHILIPPINES SUPER DESTINATION BRANDING CAMPAIGN
A. BACKGROUND OF THE PROJECT
The Philippine Department of Tourism – Beijing Office aims to market and promote the Philippines in China as a top-of-mind tourism destination and achieve its 2025 4th Quarter push to attract a specific number of Chinese tourists through branding activation with an Online Travel Agency (OTA) who is capable of staging a campaign in the Greater China market.
With China outbound to the Philippines experiencing a decline of 30% (January to June 2025) and only 15.69% recovery rate from 2019 arrivals, the need to address this concern is of utmost importance with the need to work for a leading OTA is imminent to push for Philippine image and tour product in the market with the end-view of immediate tourist arrivals within the year.
B. OBJECTIVES
The branding activation to be implemented by the winning bidder shall:
1. Destination branding – Increase online visibility and strengthen the promotion of Love the Philippines tourism brand with focus on major tourism products, nature, gastronomy, culture (festivals and traditions) and biodiversity
2. Marketing Communication – Market the Philippines as a desirable, sustainable, and significant tourism destination and attract the trust and confidence of the Chinese tourists
3. Limited Tour Products – Provide an attractive Philippine tour products that will be offered to Chinese consumers during the campaign period
4. Purchase Conversion – Convert such trust into actual bookings to the Philippines’ select tourist destinations
C. SCOPE OF WORK AND DELIVERABLES
1. Advertise the Love the Philippines branding in its homepage with precise targeting
2. Provide one (1) landing page for the Philippines
3. Offer ready-to-purchase Philippine tour products and push for a target of 10,000 bookings at the end of 2025
4. Provide an aggregated demographic data of users who book the order (i.e., geographic location within China, age group, travel preferences)
5. Provide the data on actual bookings for the Philippines during the campaign duration
D. ELIGIBILITY REQUIREMENTS
To be considered for the contract, the bidding agency must meet the following criteria and submit all required documents for verification:
1. The agency must be duly-registered in China and must be engaged in business operations for at least 5 years providing outbound online booking, branding and promotions services
2. Must be an all-in-one travel service provider in China with massive travel agency partners and hotel partners in the Philippines to include airline partners servicing the Philippines
3. Must have at least 100 million users in China
E. APPROVED BUDGET FOR THE CONTRACT (ABC)
The ABC for this project is US$ 60,500.
F. TERMS OF PAYMENT
Payment for the services will be released after successful submission of specified deliverables and the acceptance of PDOT-Beijing, inclusive of applicable taxes, service fee, bank charges and other fees as may be incurred in the process, Payment will be made direct from the Philippine Department of Tourism – Central Office.
G. CONTRACT DURATION
The engagement shall be for a period of 2 ½ months from the date of execution of the contract and shall commence from receipt of the Notice to Proceed (NTP), with a target date of October 22, 2025 to December 31, 2025, including actual sales and booking period.
H. OTHER TERMS AND CONDITIONS
Deadline for submission of bid is October 10, 2025.
I. PROJECT OFFICER’S CONTACT INFORMATION
Mr. Ireneo H. Reyes
Tourism Attache
pdot_beijing@tourism.gov.ph
