By Tracy Cabrera
MAKATI CITY, Metro Manila — In a bid to boost local tourism, the Department of Tourism (DoT) has named the Filipino pop girl group BINI as one of the country’s tourism ambassadors to help promote Philippine tourism and attract more foreign tourists to visit the country.
In 2025, the Philippine tourism sector generated approximately 6.48 million international arrivals (5.94 million foreign tourists and 543,085 returning overseas Filipinos), generating an estimated ₱694 billion in international visitor spending.
The travel and tourism industry proved highly resilient despite fiscal and global headwinds, successfully hitting major milestones and contributing ₱2.27 trillion to the local economy.
With this in mind, the DoT is now embarking on a promotion program that will utilize local talents who can help increase the number of tourist arrivals, and according to Tourism Secretary Bernardita ‘Dita’ Angara-Mathay, this is where BINI can figure prominently following the group’s historic performance at the Coachella Valley Music and Arts Festival last April.
Secretary Angara-Mathay disclosed that the partnership with BINI recognizes not only the P-pop group’s growing international influence but also its ability to showcase the country’s diverse culture and heritage.
“One of my biggest takeaways from our first meeting is that each girl actually represents a province or a town and is very knowledgeable about the charming features of her hometown,” Angara-Mathay pointed out.
The group’s provincial roots reflect the country’s regional diversity, with member Aiah Arceta representing Cebu; Colet Vergara, Tagbilaran City in Bohol; Maloi Ricalde, Batangas province; Gwen Apuli, Albay; Stacey Sevilleja, Nueva Vizcaya; Mikha Lim, Cavite and Cebu; Jhoanna Robles, Laguna; and Sheena Catacutan, Isabela.
Moreover, the tourism chief highlighted how one of BINI’s members shared the story of Laguna’s centuries-old banga tradition and how it has brought communities together through generations.
“We don’t want to promote only beaches because every place in the Philippines has a hidden treasure,” she noted.
Corollary to this, Angara-Mathay cited that the DoT has no intention of dictating how BINI should promote the country, even as she stressed that the promo program simply aims to provide the group with more platforms to continue advocating for the places and communities they genuinely represent.
“We just want them to do what they’re already doing, whether it’s promoting their hometowns, their communities, food, or sports, because for me that’s a very honest approach,” she asserted.
ia/xf
