Sharlene Zabala-Batin
Sharlene Zabala-Batin served as the dynamic Regional Director (Director IV) of the Department of Tourism – National Capital Region (DOT-NCR) from November 2021 to June 9, 2025. Under her leadership, she championed innovation and transformative strategies that elevated Metro Manila’s urban tourism landscape—most notably through the Philippines Hop-On Hop-Off Travel Program, the first of its kind in the country. Her dedication to excellence and integrity in public service was further recognized by the Commission on Audit (COA), which granted DOT-NCR an unqualified opinion for five consecutive years, reflecting her commitment to sound financial management and good governance.
Throughout her career, Assistant Secretary Batin has demonstrated exceptional leadership in managing high-profile international events, including the World Travel and Tourism Council Global Summit, the Asia-Pacific Ministerial Conference on Disaster Risk Reduction, and the FIBA World Basketball Championship. Her strategic vision has played a vital role in positioning Metro Manila as a vibrant and inclusive destination—truly, “where it all starts.”
On September 16, 2024, she was appointed as Assistant Secretary for Tourism Digitalization and Resource Generation, where she now leads key initiatives in tourism digitalization, public-private partnerships (PPP), MSME support, investment and enterprise innovation, and the promotion of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. Her appointment signals the Department’s strong commitment to advancing digital transformation and fostering innovative collaborations for a more resilient and future-ready tourism industry.
Assistant Secretary Batin also spearheaded the strategic collaboration between Mastercard and the Department of Tourism, an initiative that underscores the integration of technology and tourism for inclusive growth. In addition, she currently serves as the Officer-in-Charge, Assistant Secretary for Branding and Marketing Communications, further strengthening the DOT’s efforts to amplify the “Love the Philippines” campaign on the global stage.
