The Philippines' leading P-pop girl group, BINI, has officially taken on a new role as the country's tourism ambassadors, marking a partnership with the Department of Tourism (DOT) aimed at showcasing the nation's destinations, culture, and renowned hospitality to a wider audience. The collaboration comes as the government intensifies efforts to encourage more Filipinos to explore local attractions and strengthen domestic tourism.
The announcement followed the group's courtesy visit to Tourism Secretary Dita Angara-Mathay at the DOT Central Office in Makati City on July 3. Even before the official partnership, many fans had already been urging the agency on social media to tap the eight-member group, with several suggesting that BINI's hit song "Pantropiko" be incorporated into future tourism campaigns because of its tropical theme and strong association with the Philippines.
The appointment also coincides with the DOT's Discover More to Love campaign, which promotes domestic travel by offering more than 100,000 travel deals from hotels, tour operators, and airline partners across the country.
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DOT Eyes Long-Term Partnership with BINI
Tourism Secretary Dita Angara-Mathay emphasized that the collaboration goes beyond celebrity endorsement, noting that each BINI member brings a unique connection to different parts of the Philippines.
“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,” the tourism chief said.
She also underscored the department's intention to build a lasting collaboration with the group.
“We want a long-term relationship, ayaw namin ng isa lang. Kasi ayun ang may impact kung mahaba. It shows a serious, sustainable, long-term partnership, so we’re in with them for the long haul. So that’s what we have in mind, and hopefully the group also has the same in mind,” Angara-Mathay added.
Star Magic head Laurenti M. Dyogi also welcomed the initiative, saying it opens new opportunities for both Filipino artists and the tourism sector.
“We have not finalized anything, but there are a lot of possibilities that we’re looking at that wouldn’t have been possible if DOT [Ren and the Secretary] had not initiated reaching out and seeing a vision of a partnership with BINI and all the others that bring Filipino pride. So, this is the start of hopefully a long-lasting partnership in helping promote Philippine tourism,” Dyogi said.
BINI Highlights Their Favorite Philippine Destinations
During interviews, the members shared the local destinations closest to their hearts. Aiah, Maloi, and Colet chose Batanes, while Sheena picked Palawan, Gwen selected Bukidnon, Mikha named Romblon, Jhoanna chose Siargao, and Stacey highlighted Boracay.
Following the announcement, BINI thanked the DOT for the opportunity through social media.
“Uy, Philippines! You’ll always be our fave destination,” the group wrote.
“Thank you, Department of Tourism – Philippines, for the trust and warm welcome,” the members added.
Expressing excitement over their new role, the group said, “We’re honored to be the Philippines’ Tourism Ambassadors and can’t wait to celebrate our country’s tropical beauty, culture, and people with all of you!”
In another lighthearted post, the group joked about their future travels, saying, “LF [Looking For] a photographer sa next out of town?”
The appointment comes as BINI continues to reach international audiences through its "Signals" World Tour, which began on June 20 at the SM Mall of Asia Arena in Pasay City. The group's July 11 concert at the SM Seaside Cebu Arena is already sold out, while additional performances are scheduled in the U.S., Canada, Australia, New Zealand, Taiwan, and Singapore. Earlier this year, BINI also made history as the first Filipino act to perform at the Coachella Valley Music and Arts Festival, earning recognition through Senate Resolution No. 370 authored by Senator Bam Aquino.
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