BINI tapped by Philippine tourism board to front long-term destination campaign

The Philippines' tourism authority is turning to one of the country's biggest P-pop acts as it looks to strengthen destination marketing, appointing girl group BINI as official tourism ambassadors under its "Discover more to love" campaign.

The partnership sees the eight-member group work with the department of tourism (DOT) to promote Philippine destinations, culture and hospitality to both domestic and international audiences, while reinforcing the government's wider push to encourage more Filipinos to travel within the country.

The appointment follows a courtesy visit by BINI to tourism secretary Dita Angara-Mathay at the DOT's Makati headquarters on 3 July, where both parties discussed what officials described as a long-term collaboration rather than a one-off celebrity endorsement.

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The move also reflects months of fan advocacy on social media, where supporters had urged the DOT to work with the group and even suggested incorporating BINI's hit Pantropiko into future tourism campaigns because of its tropical imagery and association with the Philippines.

The collaboration highlights the growing role of homegrown pop culture in destination branding. BINI has become one of the country's most recognisable youth brands, with a rapidly expanding international following through its music and live performances.

Angara-Mathay said the decision was driven not only by the group's popularity but also by the members' authentic connections to different regions of the country.

"Sometimes, the young people can actually direct a whole generation, a whole government or bureaucracy to go a certain direction, which will connect with a larger population, and we made the right choice. A fresh takeaway from this first meeting is each girl actually represents a province or a town. They're very knowledgeable about what is a charming feature of their town. I thought that the input is very refreshing, and each girl member has something to bring to tourism."

She added that the department intends to build an enduring relationship with the group rather than a short-term campaign.

The appointment comes as the DOT rolls out its "Discover more to love" initiative, which aims to stimulate domestic tourism through travel offers from hotels, tour operators and airline partners nationwide.

Following the announcement, each member highlighted destinations they would like to showcase, with Aiah, Maloi and Colet naming Batanes, Sheena choosing Palawan, Gwen selecting Bukidnon, Mikha highlighting Romblon, Jhoanna picking Siargao and Stacey choosing Boracay.

BINI also welcomed the appointment on social media, writing: "Uy, Philippines! You'll always be our fave destination."

"We're honoured to be the Philippines' tourism ambassadors and can't wait to celebrate our country's tropical beauty, culture, and people with all of you!"

The tourism partnership arrives as BINI continues to expand its international presence through its Signals World Tour. Following the tour's opening concerts in Manila, the group is scheduled to perform in Cebu before embarking on dates across the US, Canada, Australia, New Zealand, Taiwan and Singapore.

Earlier this year, BINI became the first Filipino act to perform at the Coachella Valley Music and Arts Festival, further raising the group's international profile and reinforcing its appeal as a cultural ambassador beyond the music industry.

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