From making history on the global stage to possibly becoming the face of Philippine tourism, P-pop sensation BINI may soon take on a new role as ambassadors for the country’s tourism campaign.
The Department of Tourism (DOT) is eyeing the “Nation’s Girl Group” to serve as Philippine tourism ambassadors as the agency prepares to launch a new domestic tourism campaign aimed at encouraging more Filipinos to travel locally.
Tourism Secretary Dita Angara-Mathay confirmed on Tuesday, May 27, that the department has already initiated talks with the P-pop group following their historic appearance at the Coachella Valley Music and Arts Festival in California.
“We’re going to talk to them. ‘Di pa sila sumasagot because they are traveling,” Angara-Mathay told reporters. “But we are so proud that they unfurled the Philippine flag at Coachella.”
The tourism chief emphasized that the agency continues to recognize Filipino artists who bring pride to the country through their achievements abroad.
“We always put value in our talents to make a name for themselves and who are proud to wave our flag at the international stage,” she added.
BINI recently made history as the first all-Filipino girl group to perform at Coachella, earning praise from fans, celebrities, and government officials alike. Their landmark performance was recently recognized by both the Senate and the House of Representatives through separate resolutions.
Aside from tapping BINI as possible tourism ambassadors, the DOT is also set to unveil a refreshed domestic tourism initiative by June. According to Angara-Mathay, the campaign seeks to further boost local travel and support businesses that benefit from domestic tourism.
“What we are going to do by June is to launch a domestic tourism campaign. We have spoken to some hotels, restaurants and other members of the industry to give discounted packages to our returning balikbayans and domestic tourists so that the business will keep on going,” she explained.
The tourism secretary also revealed that while the DOT will retain its existing “Love the Philippines” slogan, the messaging will be updated to feel “less emotional” and “less aggressive.”
“Make it something like ‘discover your first love,’ or ‘love your own,’” she said.
Angara-Mathay was appointed as tourism secretary last month, replacing Christina Frasco, who now serves as Presidential Adviser for Sustainable and Resilient Communities.
