Philippines launches 'Discover more to love' to drive domestic travel with 3,000-plus deals

The Philippine department of tourism (DOT) has unveiled "Discover more to love", a nationwide domestic tourism campaign designed to encourage Filipinos to travel within the country while supporting local tourism businesses through more than 3,000 exclusive travel offers.

Positioned as an extension of the country's existing "Love the Philippines" brand, the initiative brings together hotels, airlines, online travel platforms and payment partners in what the department describes as its first integrated domestic tourism marketing campaign.

Running from July to November 2026, the programme aims to stimulate travel during the industry's traditionally quieter months while helping tourism enterprises maintain year-round demand.

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More than 70 hotels and resorts are participating through the Hotels Sales and Marketing Association (HSMA), offering discounts of up to 70%. The campaign also features over 250 destination-based travel packages alongside discounted fares from Philippine Airlines, Cebu Pacific, AirAsia Philippines and Sunlight Air.

Online travel platforms AirAsia MOVE and Klook are providing exclusive offers, while Mastercard is supporting the initiative with payment privileges for cardholders.

The campaign comes as the DOT responds to industry calls for a stronger domestic tourism strategy that can help sustain travel demand regardless of seasonal fluctuations or weather disruptions. Recognising current economic conditions, the campaign places emphasis on affordable travel options, nearby destinations, staycations, wellness, culinary experiences and nature-based tourism.

Rather than functioning as a booking platform, the initiative is anchored on the DOT's newly upgraded tourism website, which connects travellers directly with accredited tourism businesses offering discounted accommodation, bundled travel experiences, dining promotions, flexible booking arrangements and curated seasonal packages.

Secretary Dita Angara-Mathay said the platform was designed as an evolving collaboration between government, industry and travellers.

"This is not a project that the government builds behind closed doors and simply declares finished. We want to build it together with the Filipino travelling public and our tourism stakeholders. The platform is already live and ready to use, but we also see this as the beginning of a journey of continuous improvement. We encourage everyone to explore it, take advantage of the travel offers, and tell us what works, what doesn't, and what features you'd like to see," she said.

The department stressed that the upgraded website is intended to strengthen destination discovery while leaving commercial transactions to private-sector partners.

"True to its mandate, the DOT will promote destinations, provide tourism information, and connect travellers with accredited tourism enterprises. We will not be involved in booking trips or selling travel packages. That is the role of the private sector. Our job is to make it easier for travellers to discover legitimate destinations and tourism providers, while remaining faithful to the principles of transparency, accountability, and good governance," the secretary added.

The campaign launches against a backdrop of continued domestic tourism growth. According to data from the Philippine Statistics Authority, domestic tourism expenditure reached 3.26 trillion pesos (US$52.9 billion) in 2025, while internal tourism expenditure increased 1.2% year on year to 3.96 trillion pesos (US$64.2 billion). Tourism-related industries employed 7.7 million people, accounting for 15.7% of total national employment.

Industry organisations have broadly welcomed the initiative, describing it as a coordinated effort that aligns government promotion with private-sector offerings.

"Because we can only work as a hotel operator, accommodation sector. But we don't hold airline connectivity. We don't handle tours, et cetera. But having this kind of structured campaign will really bring everyone closer together," said HSMA president Loleth So.

"As the private sector's official consultative body, the Tourism Congress of the Philippines reinforces its role as the bridge between DOT and the tourism stakeholders across the country. And the TCP is committed to working closely with DOT to ensure that tourism policies and programmes are responsive to on-the-ground needs and opportunities," said Tourism Congress of the Philippines treasurer Margie Munsayac.

Philippine Tour Operators Association (PHILTOA) president Malou Japson added: "As an association of inbound tour operators, PHILTOA sees this as a timely and important step in strengthening how the Philippines is positioned in the international market. In inbound tourism, alignment is a key - how the country is promoted must match what is delivered on the ground."

The campaign was officially launched during the Central Philippines Tourism Expo (CPTEx) 2026 in Nuvali, Laguna, where tourism stakeholders from Luzon, Visayas and Mindanao gathered to showcase destinations, cultural experiences and travel products.

Step into PR Asia Philippines 2026 on 9 September in Manila, where communications leaders will unpack the realities of trust, nationalism, misinformation, and polarisation shaping the country’s evolving narrative landscape.

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