The plan to tap BINI as ambassadors comes with a campaign to promote domestic tourism.
TOKYO – The government is eyeing girl group BINI as tourism ambassadors and is planning to launch a local campaign aimed at persuading Filipinos to “discover their first love” to lure more visitors to the Philippines.
Tourism Secretary Dita Mathay said on Tuesday, May 26, her agency is awaiting the response of BINI, which made history last month as the first all-Filipino girl group to perform at the Coachella Valley Music and Arts Festival in California.
“We are so proud of them for their Coachella stint and we congratulated them, of course. We always put value to our talents for waving our flag on the international stage,” Mathay told reporters on Tuesday before President Marcos’ meeting with the Filipino community here.
“We are just waiting for them to come back,” she added.
Mathay said the Department of Tourism (DOT) is also unveiling a local tourism campaign, noting that the Philippines is earning well from domestic tourism.
“What we are going to do by June is to launch a domestic tourism campaign. We have spoken to some hotels, restaurants and other members of the industry to give discounted packages to our returning balikbayans and domestic tourists so that the business will keep on going,” the tourism chief said.
According to Mathay, the “Love the Philippines” slogan would be retained, but it’s messaging would be “refreshed” to make it “less emotional” and “less aggressive.”
“Make it something like ‘discover your first love,’ or ‘love your own,’” she added.
Mathay was appointed DOT secretary last month, succeeding Christina Frasco, who has been named Presidential Adviser for Sustainable and Resilient Communities. She is part of Marcos’ official delegation for his four-day state visit here.