Department of Tourism (DoT) teams up with TikTok Philippines to harness local content creators in promoting domestic travel -Photo from Facebook/@BWorldPH
BINI is expected to be one of two ambassador groups; local media have identified SB19 as the second, although the department has not publicly confirmed the name
MANILA — The Department of Tourism plans to enlist two P-pop groups as Philippine tourism ambassadors, turning to the growing international reach of Filipino music as part of its effort to promote the country to travelers at home and abroad.
BINI is expected to be one of the two groups. Local Philippine media reports have identified SB19 as the second, but the DOT had not publicly confirmed that name as of Monday, June 29.
Tourism Secretary Ma. Bernadita “Dita” Angara-Mathay said the department wants to combine music and imagery to create what she described as a feeling that stays with audiences.
“Music is very important,” Angara-Mathay said, explaining that sound can strengthen the emotional effect of visual material.
The department has not yet issued a complete announcement identifying both groups or setting out their responsibilities, the duration of their appointments and the activities they would undertake.
The plan follows earlier discussions between the DOT and BINI’s representatives. In early June, the department said it had reached out to the group’s camp about a possible tourism ambassador role but that no formal appointment had been announced.
BINI’s international profile grew further in April when the eight-member group performed at the Coachella Valley Music and Arts Festival in California. The appearance drew renewed calls in the Philippines for the group to be given an official role in promoting the country.
The group is composed of Aiah, Colet, Maloi, Gwen, Stacey, Mikha, Jhoanna and Sheena.
SB19, composed of Pablo, Josh, Stell, Ken and Justin, has also expanded its international presence through overseas concerts and festival appearances. The group is scheduled to perform at Lollapalooza in Chicago, which will be held from July 30 through Aug. 2 at Grant Park.
The planned appointments would give the tourism department access to the groups’ large and active fan communities, including audiences outside the Philippines. Their music, performances and digital platforms could provide the government with another way to draw attention to Philippine destinations, food, cultural traditions and local experiences.
The approach reflects the increasing use of popular entertainment in tourism promotion. Music and other forms of contemporary culture can introduce audiences to a country before they encounter conventional advertising about its destinations.
BINI and SB19 have also helped raise the international visibility of P-pop, a term broadly used for contemporary Filipino popular music influenced by local and global styles.
The DOT has not released projections showing what effect the proposed partnerships could have on visitor arrivals or tourism spending. Any measurable impact would depend on the campaign’s content, reach and ability to direct public interest toward destinations and tourism-related businesses.
Further details are expected when the department formally announces the ambassadors and their assignments. Until then, BINI’s anticipated participation is the clearest element of the plan, while the identification of SB19 remains based on local media reporting rather than public confirmation from the DOT.
