SB19 named Philippine tourism ambassadors as DOT taps global fanbase

The Philippine department of tourism (DOT) has appointed P-pop sensation SB19 as its newest official tourism ambassadors, as the government looks to harness the group's international influence to encourage more travellers to visit the country.

The appointment comes as SB19 prepares for a series of high-profile international appearances, including becoming the first Filipino act to perform at Lollapalooza in Chicago on 30 July and the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game ahead of the Chicago White Sox versus New York Yankees match-up.

The move underscores the growing role of entertainment and fan communities in destination marketing, with the DOT positioning SB19's global popularity as a driver of tourism demand, particularly among overseas Filipinos and international audiences.

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"SB19's talent is undeniable. Their music is powerful and so is their influence. They have the reach to connect with fans across the US, Europe, ASEAN, and beyond," tourism secretary Maria Bernardita "Dita" Angara-Mathay said.

She added that the group's impact is already translating into travel behaviour.

"In the US, we're seeing that influence become something real. Filipino Americans who grew up watching SB19 online are now booking flights home, some for the first time in years, just to see them perform on their home turf," she said.

The DOT described SB19 as not only a source of national pride but also "one of the country's finest representatives of Filipino culture".

Ahead of the group's US and Japan tours, the department sent the quintet a balikbayan box as a send-off package, which the members later acknowledged on social media, confirming their new ambassadorial role.

Known for conceptualising much of their own music videos and creative content, SB19 has consistently incorporated Filipino heritage into its artistic identity, making the group a natural fit for the tourism campaign.

Speaking on behalf of the group, lead rapper and dancer Josh Cullen welcomed the appointment.

"Matagal na po itong moment na ito na inaantay namin (This is something we've been looking forward to for so long)," he said.

"By taking our music to established international markets, we can connect with the global Filipino diaspora, share our culture, and give them that feeling of home."

Angara-Mathay said the partnership reflects the department's broader strategy of leveraging cultural ambassadors to strengthen the country's tourism appeal.

"SB19 is giving people real reasons to visit the Philippines. That's the kind of reach we want to build on," she said.

Following their US appearances, SB19 will continue their international schedule with performances at Summer Sonic in Osaka and Tokyo in August alongside fellow Filipino artists ena mori and BINI, the latter having also been named Philippine tourism ambassadors earlier this month.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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