The Department of Tourism (DOT) is turning the global reach of P-Pop groups BINI and SB19 into a new platform for promoting Philippine destinations and encouraging more Filipinos to travel within the country.
The agency launched dedicated travel microsites for the two tourism ambassadors, featuring destinations chosen by individual members alongside discounted travel packages available through DOT-accredited tourism partners.
The initiative also gives fans a more interactive way to participate. BINI fans, or BLOOMs, can share their travel stories and photos through #BloomTrails, while SB19’s A’TIN fanbase can leave dedication messages paired with their favorite songs from the group.
Tourism Secretary Dita Angara-Mathay said the partnership demonstrates how Filipino artists can translate their influence into tourism activity and economic opportunities for local communities.
“Pinoy talents like BINI and SB19 are very much able to influence audiences, drive travel, and generate real economic activity wherever they go,” Mathay said.
She noted that fans who travel to destinations associated with their favorite artists can generate spending across hotels, restaurants, attractions and other tourism businesses, allowing the benefits of tourism to reach local communities.
The microsites form part of the second phase of the DOT’s Discover More To Love domestic tourism campaign, which was launched in June. The campaign seeks to stimulate local travel through discounted fares, accommodation and attraction fees while supporting businesses across the tourism value chain.
The partnership also builds on the groups’ ongoing role as tourism ambassadors. Since their appointments, BINI and SB19 have helped promote Philippine destinations at home and abroad, while the DOT has supported their international activities, including BINI’s Signals World Tour, SB19’s Lollapalooza debut and their upcoming appearances at Japan’s Summer Sonic Music Festival.
With international travel costs remaining a consideration for many consumers, the DOT hopes the initiative will encourage Filipinos to explore local destinations while keeping tourism spending within the country.
The agency said the partnership reflects a broader strategy of using the reach of Filipino talent to generate interest in destinations and translate that attention into actual travel, spending and opportunities for communities nationwide.