PHILIPPINES — The Department of Tourism officially appointed eight-member P-pop sensation BINI as the country’s newest Tourism Ambassadors on July 3, 2026. The Nation’s Girl Group will headline the “Discover More to Love” campaign, using their massive fanbase to spotlight lesser‑known destinations and regional culture across the archipelago.
Coachella Breakthrough Seals the Partnership
BINI made history in April 2026 as the first all‑Filipino act to perform at the Coachella Valley Music and Arts Festival in California. The global attention and national pride generated by that milestone sparked widespread public calls for government recognition. The DOT responded by formalizing a partnership that had already organically bloomed on international stages.
Tourism Secretary Maria Bernardita “Dita” Angara‑Mathay welcomed the group at the DOT Central Office and framed the appointment as a strategic investment in pop culture’s soft power. She said young artists can influence an entire generation’s travel choices, directing attention toward communities that traditional campaigns rarely reach.
Members Carry Regional Stories and Destinations
Each BINI member hails from a different province, giving the campaign built‑in geographic diversity. Aiah represents Cebu, Colet comes from Tagbilaran City in Bohol, Maloi is from Batangas, Gwen from Albay, Stacey from Nueva Vizcaya, Mikha from Cavite, Jhoanna from Laguna, and Sheena from Isabela. Their roots span Luzon, Visayas, and Mindanao.
Secretary Angara‑Mathay noted that the members speak about their hometowns with intimate, lived knowledge — citing Jhoanna’s familiarity with Laguna’s centuries‑old banga pottery tradition. This authenticity allows the campaign to promote cultural treasures beyond the usual beach destinations, aligning with the DOT’s push to diversify tourist itineraries.
Hidden Gems Anchor the Discover More to Love Campaign
The members have already shared personal travel wish lists that double as destination inspirations for fans. Aiah, Colet, and Maloi all dream of visiting Batanes, while Gwen wants to explore Bukidnon. Stacey looks forward to Boracay, Mikha to Romblon, Jhoanna to Siargao, and Sheena to Palawan.
These preferences map a travel circuit that moves tourists away from saturated hubs and into emerging communities. When a BINI fan books a trip to Romblon because Mikha mentioned it, the economic ripple reaches small inns, local guides, and carinderias far from the capital.
A Long‑Term Partnership Beyond Scripted Endorsements
The DOT committed to a relationship that extends beyond a single campaign cycle. Assistant Secretary Ren V. Sapitan said the government is listening to the fans and communities who championed BINI’s appointment. Formal resolutions from both the Senate and the House of Representatives further cemented the move as a nationally supported decision.
Star Magic head Lauren Dyogi said the collaboration is a meaningful beginning that benefits the entire country. He reiterated that the group’s mission has always included promoting Filipino culture alongside original music. The DOT plans to involve BINI in regional festivals and provincial events, directly stimulating local economies.
Soft Power in Action on the World Stage
The DOT will provide platforms for BINI to champion Philippine tourism during their upcoming Signals World Tour. Rather than scripting the group, the agency will amplify what the members already do — sharing food, community work, and sports activities in ways that resonate with a global, digitally native audience.
The appointment signals a broader shift toward modern cultural ambassadors. The DOT is also eyeing other pioneering talents who have broken international barriers, including P‑pop boy group SB19 and tennis star Alex Eala, building a roster that reflects the country’s diverse soft‑power assets.
