MEDIA RELEASE

13 January 2016
Former Beijing attach is new DOT media director
The Department of Tourism (DOT) has named its former Beijing attach Jazmin Castro
Esguerra as the new Director for Media and Communications Service (MCS).
A career executive, Director Esguerra has held several positions in the DOT in the past
34 years. In 1995, she headed the first DOT overseas office in Paris, serving a full term until
2002. Upon her return to the home office, she was appointed chief of the China market task
force under the Bureau of International Tourism Promotions (BITP). Later, she was assigned to
head the first Philippine tourism office in Beijing in 2004, a post she held for 11 years surpassing
three tourism chiefs and two government administrations. Director Esguerra played a pivotal
role in steering the Chinese market amidst a challenging political atmosphere into becoming one
of the Philippines top tourism markets. Prior to her London, Paris and Frankfurt postings for the
Philippine Convention and Visitors Corporation (PCVC), now Tourism Promotions Board of the
Philippines (TPBPHL), she also served as division chief of its press relations for three years.
During the oath-taking ceremony on Thursday, Tourism Secretary Ramon R. Jimenez,
Jr. urged Director Esguerra to build on the enthusiasm of the public that drove the momentum
behind this industry, with the noticeable shift to travel stories on weekends among major
broadsheets as a welcome development. One of the countrys major industries under the
Aquino Administration, tourism has a size of Php 982.4 billion and 7.8% share of the countrys
economy. Today, the local tourism industry is the 5th growth driver of the countrys economy
next to manufacturing, trade, real estate, and agriculture. It has become an important pillar of
the current administrations core objectives of good governance and inclusive growth,
generating Php 1.7436 trillion revenues and directly employing 4.758 million people or 12.5% of
the total workforce in the country.
Tourism Secretary Ramon R. Jimenez, Jr. congratulated Ms. Esguerra on her
appointment, and highlighted the important role of communication in every tourism success.
The enthusiasm of the press is what drives the tourism business. We should aim to propagate
good stories and be proud about the work we do because every time we succeed, somebody
gets a new job, the tourism chief added.

DOT Media Release January 2016

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Photo by: Nestor Dionido, DOT-MCS

DOT Secretary Ramon R. Jimenez, Jr. swears in Jazmin Castro Esguerra as

Director for Media and Communications Service
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CONTACT:

EVELYN A. MACAYAYONG
Media and Communications Service
459-5200 to 30, local 510
eamacayayong@tourism.gov.ph

DOT Media Release January 2016

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