For Mark Lapid of the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), the job is less about advertising the Philippines than about making sure there is something worth advertising.
Asked why the country trails its neighbors in tourism, he rejects the idea that the problem is poor promotion. “Hindi tayo poorly promoted, I would say. Kulang tayo sa promotion because ‘yung budget natin,” he said, pointing to the gap he saw in a budget hearing presentation. “Si Thailand yata around 200 million (US) dollars ang kanilang promotion, or $400M… Tayo ang budget, parang nasa $80M-something lang or $60 million lang, or close to $100million.”
Promotion, he stressed, belongs to the Department of Tourism and the Tourism Promotions Board. TIEZA’s task is different. “Kami naman, our part is the product. Kasi, kailangang ayusin mo ‘yung produkto para may maibenta ka.” In practice, that means “first-aid booths, first-aid facilities, tourist rest area, mga CR na kailangan… floating docks, esplanade.” The agency’s reach extends to heritage churches and to water and sewerage facilities at tourism sites. “Like now, we’re doing El Nido… Coron, Baguio… at ‘yung Siargao tingin ko gagawin namin. So, aside from Boracay, existing na namin ‘yan.”
One persistent traveler complaint, the environmental fee charged on island visits, falls outside his agency’s control. “No, it’s not—LGU yan,” he said, describing a fix being pushed for Boracay: “dapat magkaroon ng QR code, isang bayad na lang and included sa ticket.” Still, he conceded, “it’s out of our hands because it’s not under our jurisdiction.”
Lapid’s attention extends to the film industry, where he sees streaming platforms as a way for Philippine movies to reach audiences abroad. He backed a bill filed by Senator Lito Lapid to cut the tax burden on entertainment, and when asked what rate he would propose, he said: “Around 15% is enough? I think malaki na ang maitutulong nun.” He pointed to a recent event where tickets were priced at ₱100 as proof of demand. “Dinumog! Kumita sila!”
The conversation turned personal when he was asked about his father’s work ethic. Lapid credited it to the senator’s humble beginnings. “Sipag talaga and dedication sa trabaho,” he said, adding that the lesson he absorbed was about intent: “Basta malinis ang intensyon mo, hindi ka maliligaw.”
Asked bluntly whether he is a “nepo baby,” Lapid did not dodge. “Kung ‘nepo baby’ dahil anak ako ng politician, then, yes, I am a nepo baby, kasi for the longest time anak talaga ako ni Senator Lapid, and both of us, pareho kaming naging Governor ng lalawigan namin.”
He also defended his father against the “silent senator” label. The elder Lapid, he said, “authored close to 800 bills” and is “now on his 24th year” in office. “May resibo, in short.” He acknowledged the senator’s lingering discomfort over his schooling. “Highschool lang po ang tatay ko… Even sa pagsasalita ng lengguwaheng Ingles, medyo hindi sya kumportable.” That, he said, is why his father pushed his children to study.
Asked how he would differ from his father if given the chance, Lapid framed it as growth rather than departure. “I wouldn’t say different, but probably more improved version because pinaaral nya ako.” On the expectations that come with the Lapid name, and the criticism that follows, he said: “we take it as a learning stage.”
He laughed off a question about his fitness. “Wala. Diet (lang), kasi matanda na eh!”
His closing message was for young Filipinos. “Don’t lose hope sa bansa natin,” he said, urging vloggers in particular to help showcase places the agency has not yet reached. “Minsan, may magandang lugar na hindi pa namin napuntahan, pero dahil taga doon ka, kung ivo-vlog mo with the power of your cellphone, social media right now, you can help. It’s the power of communication.”