The Department of Tourism (DOT) has appointed popular Filipino girl group BINI as its newest tourism ambassadors, enlisting the internationally recognized P-pop sensation to promote the Philippines’ rich cultural heritage, breathtaking destinations, and world-class hospitality to audiences across the globe.
The partnership aims to use BINI’s growing international popularity and influence to encourage more people to discover the beauty of the Philippines while strengthening the country’s tourism industry.
The announcement followed the launch of the DOT’s latest domestic tourism campaign, Discover More to Love, which features more than 100,000 travel deals offered by hotels, tour operators, and airline partners. The initiative seeks to encourage Filipinos to explore local destinations, support tourism-related businesses, and boost domestic travel.
On Friday, July 3, the eight-member P-pop group visited Tourism Secretary Dita Angara-Mathay at the DOT Central Office in Makati City for a courtesy meeting that formally introduced the collaboration.
During the meeting, Mathay highlighted the importance of working with influential Filipino artists to strengthen the country’s tourism promotions, particularly as BINI continues to attract international attention and inspire a growing number of supporters.
The tourism secretary also acknowledged the public’s interest in having the group participate in promoting Philippine destinations, describing their involvement as an opportunity to connect with younger audiences and introduce the country’s attractions through a fresh perspective.
She noted that each BINI member has personal knowledge of places and communities in the Philippines, making their individual experiences valuable in showcasing the country’s diverse tourism offerings.
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According to Mathay, the partnership represents an investment in the influence of Filipino pop culture, which can serve as a powerful promotional tool in reaching international audiences and encouraging greater interest in Philippine destinations.
The DOT also expressed its intention to establish a lasting relationship with the group rather than pursue a short-term promotional arrangement.
Mathay emphasized that a sustained collaboration would create a stronger impact and demonstrate the government’s commitment to supporting Filipino talent as part of its long-term tourism development strategy.
Under the proposed partnership, the department plans to provide BINI with opportunities and platforms to feature different aspects of Philippine tourism, including local food, sports, cultural experiences, and the members’ connections to their hometowns and provinces.
Meanwhile, Star Magic head Laurenti M. Dyogi welcomed the DOT’s initiative, saying the partnership could open new opportunities to promote Original Pilipino Music (OPM), Filipino creativity, and the country’s cultural identity.
Dyogi explained that several possible collaborative projects are being considered, although specific arrangements have yet to be finalized. He expressed hope that the initiative would develop into a meaningful and long-lasting partnership that would help bring greater international recognition to the Philippines.
BINI’s appointment comes after the group achieved another historic milestone in April, becoming the first all-Filipino group to perform at the Coachella Valley Music and Arts Festival. Their international breakthrough has further strengthened their position as one of the leading representatives of contemporary Filipino music and entertainment.
Their growing global recognition has also earned them formal acknowledgment from both the Senate and the House of Representatives, which recognized their achievements and contributions to promoting Filipino talent on the international stage.
Beyond their musical accomplishments, the members are also looking forward to exploring more destinations across the country. During an interview, they revealed several Philippine locations they personally want to visit, offering fans travel inspiration for their next domestic adventures.
Aiah, Maloi, and Colet expressed interest in visiting Batanes, while Sheena chose Palawan. Gwen wants to explore Bukidnon, Mikha selected Romblon, Jhoanna named Siargao, and Stacey expressed her interest in Boracay.
With BINI joining the country’s tourism promotion efforts, the DOT hopes to turn the group’s popularity into greater awareness of Philippine destinations and encourage both Filipinos and international travelers to experience the country’s natural beauty, traditions, and hospitality.
The collaboration also highlights the growing role of Filipino entertainment in tourism promotion, demonstrating how globally recognized artists can help introduce the Philippines to a wider audience and inspire more people to discover what the country has to offer.