The line between public service and personal promotion came under scrutiny after Raffy Tulfo confronted Christina Frasco during a Senate hearing over tourism materials that prominently featured her image.

Tulfo raised concerns following complaints that the tourism secretary appeared too frequently and too prominently in official tourism promotions—raising questions about whether government campaigns were subtly shifting toward personal branding rather than destination marketing.

Frasco firmly denied accusations of self-promotion. She clarified that her presence in tourism materials was part of her official duty and insisted she had no intention of running for any national position. In a pointed moment during the exchange, Frasco remarked that if it pleased the senator, she could even reconsider visiting tourism destinations or appearing in coverage altogether.

The response prompted Tulfo to clarify his position. He emphasized that her role as tourism secretary requires her to be present in destinations, but underscored a clear boundary:

“Ang sinasabi lang namin… ‘wag mong ipomote sarili mo.’”

The exchange highlighted a broader issue faced by public officials: how to remain visible and effective without crossing into perceived self-promotion—especially in an era where visuals, social media, and branding dominate public communication.

At its core, the Senate discussion reinforced a principle valued by the public: government promotions must spotlight the country—not personalities. For many observers, Tulfo’s message was simple and resonant—public office is about service, not spotlight.