The Department of Tourism (DOT) has officially named P-pop powerhouse BINI as its newest tourism ambassadors, tapping the internationally acclaimed girl group to help promote the Philippines’ breathtaking destinations, rich cultural heritage, and renowned hospitality to audiences around the world.
The partnership comes on the heels of the DOT’s launch of “Discover More to Love,” a nationwide domestic tourism campaign offering more than 100,000 travel deals from participating airlines, hotels, tour operators, and tourism partners. The initiative aims to encourage more Filipinos to rediscover the country’s diverse destinations while strengthening the local tourism industry.
The official announcement followed a courtesy visit by the eight-member P-pop sensation to Tourism Secretary Dita Angara-Mathay at the DOT Central Office in Makati City on Friday, July 3.
Secretary Angara-Mathay said choosing BINI reflects the department’s strategy of working with globally recognized Filipino artists whose influence extends beyond entertainment and resonates with younger generations.
She noted that the overwhelming public support for BINI made the group a natural choice to represent Philippine tourism.
“Sometimes, young people can influence an entire generation—even government and institutions—to move in a certain direction that connects with a much wider audience. We made the right choice,” Angara-Mathay said.
She also shared that one of the most refreshing aspects of meeting the group was discovering how deeply connected each member is to her hometown or province.
“Each girl represents a province or town and speaks passionately about what makes her community special. That authenticity brings something fresh to tourism promotion,” she added.
According to the tourism chief, the collaboration is an investment in the country’s growing “soft power,” recognizing the role of pop culture in shaping global perceptions of the Philippines and inspiring more travelers to experience the country firsthand.
Rather than a short-term endorsement, the DOT envisions a long-lasting partnership with the nation’s biggest girl group.
“We want this to be a long-term relationship because that’s what creates real impact. We hope to grow together and build something sustainable for Philippine tourism,” Angara-Mathay said.
As part of the collaboration, the DOT plans to support BINI in showcasing the country’s many tourism experiences through projects that align with the members’ individual passions and interests.
“Whether it’s food, sports, community visits, or even promoting the Philippines while they’re abroad, we’re ready to support them,” she said.
For its part, Star Magic head Laurenti M. Dyogi welcomed the partnership, saying it highlights not only the country’s tourism potential but also Filipino talent, culture, and Original Pilipino Music (OPM).
While details of the collaboration are still being finalized, Dyogi said the initiative opens exciting opportunities that would not have been possible without the DOT’s vision of working with BINI.
“This is just the beginning of what we hope will be a meaningful and lasting partnership in promoting Philippine tourism and Filipino pride,” he said.
The announcement adds another milestone to BINI’s remarkable rise on the global stage. The group was recently honored by both the Senate and the House of Representatives through formal resolutions recognizing their international achievements and their contribution to elevating Filipino talent worldwide.
Fresh from making history as the first all-Filipino act to perform at the Coachella Valley Music and Arts Festival, BINI is now set to bring the spotlight closer to home by inspiring more travelers to discover the beauty of the Philippines.
During the courtesy visit, the members also shared the local destinations they hope to explore even more, offering fans travel inspiration across the archipelago. Aiah, Maloi, and Colet named Batanes as their top choice, while Sheena picked Palawan. Gwen expressed her love for Bukidnon, Mikha chose Romblon, Jhoanna highlighted Siargao, and Stacey selected Boracay—collectively showcasing the incredible diversity of destinations that make the Philippines a place worth discovering.