Tourism Secretary Christina Garcia Frasco drew mixed reactions online after posting a message promoting “Love Local” and #LoveThePhilippines while in London, prompting commentary about optics, messaging, and public expectations.

In her post, Frasco highlighted Filipino fashion and creativity abroad, framing the moment as a way to showcase Philippine culture on an international stage. Supporters viewed the post as cultural promotion beyond borders.

Critics, however, questioned the contrast between encouraging domestic tourism and promoting the campaign while overseas. Several comments focused on symbolism rather than policy, raising questions about how public messaging is perceived during official or semi-official trips.

Tourism officials have previously emphasized that overseas engagements are part of marketing strategies aimed at attracting foreign visitors to the Philippines. Still, the reaction shows how visuals and captions can shape narratives, especially in an era where context travels slower than screenshots.

For governance watchers, the episode is less about location and more about alignment—between message, moment, and audience.

In public office, promotion doesn’t stop at intent; it lives in interpretation.