‘Discover More to Love’: PH's new campaign to boost local travel

MANILA — The Department of Tourism (DOT) is spearheading a new initiative dubbed “Discover More to Love” in an effort to drive domestic travel across the country.

The Discover More to Love initiative primarily features specially curated and discounted travel packages from local tourism players, including numerous hotels across the Philippines.

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Discover More to Love’s thrust

In an interview over the weekend, Tourism Secretary Dita Angara-Mathay said the campaign would not replace but instead complement the DOT’s primary tourism branding “Love the Philippines,” with the intention of allowing tourists to define their travel experience in their “own personal way.”

“(The thrust is) local muna pero hopefully, we will expand that to international (The thrust would be initially domestic, but hopefully, we will expand that internationally),” she said.

“The Filipinos love to travel, especially Gen Z and the others, it’s an adventure for them, and we want them to be sound board on what else we can do to improve.”

Domestic travel remains a strong driver of tourism in the Philippines. Last year alone, it generated at least PHP3.26 trillion in tourist spending, up by 3 percent from PHP3.16 trillion in 2024.

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Beyond strengthening local travel, Angara-Mathay said the DOT is also stepping up efforts to recover the decrease in Korean travelers, while continuing to woo the rest of its top source markets.

She admitted that the competitive pricing in other Southeast Asian destinations is pulling in more Koreans, which traditionally has been the Philippines’ number one source market for foreign visitors.

“South Korea’s population is declining, but they’re travelers. Ngayon, ‘yong slot natin kinuha ng Vietnam, kinuha ng other Asean countries kasi kalahati lang ang kanilang cost to go there (Now, our slot has been taken by Vietnam and other Asean countries because it only costs half to go there),” she explained.

The DOT, for its part, she said, would continue engaging stakeholders to introduce and craft new “tour bundles” to make the cost of travel to the Philippines more affordable and “predictable.”

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In its latest data, the DOT said the United States now leads as the country’s top market, with 591,569 visitors recorded from January until June 17.

Asked about the DOT’s overall target for the year, Angara-Mathay said she is optimistic the Philippines would reach at least 6.4 million in inbound arrivals by the end of 2026.

“There’s the hope, but alam mo, ako kasi galing Japan, we tend to be very conservative, pero we will try our very best para (pa)taasin iyan (There’s the hope, but you know, my last post was in Japan, we tend to be very conservative, but we will try our very best to reach and further increase it),” she told reporters. (PNA)

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