Manila, Philippines – The Department of Tourism (DOT) is rolling out a new domestic tourism campaign, “Discover More to Love,” as it looks to encourage more Filipinos to explore local destinations through curated travel experiences and industry partnerships, as reported by the Philippine News Agency.
Tourism Secretary Ma. Bernadita Angara-Mathay said the initiative is designed to complement—not replace—the country’s flagship “Love the Philippines” campaign by giving travelers the opportunity to define their own travel experiences.
Initially focused on the domestic market, the campaign will introduce curated and discounted travel packages developed with tourism stakeholders, including hotels, airlines, and other travel providers. The DOT also plans to eventually expand the initiative to international audiences.
The campaign comes as domestic tourism continues to be a major contributor to the Philippine economy. According to the DOT, domestic travel generated PHP3.26 trillion in visitor spending in 2025, up 3% from the previous year.
Beyond driving local travel, the tourism department is also working to strengthen the country’s competitiveness in international markets, particularly as neighboring Southeast Asian destinations attract more Korean visitors through lower travel costs.
To address this, the DOT is collaborating with tourism stakeholders to develop bundled travel offers aimed at making trips to the Philippines more affordable and predictable.
The campaign has since secured support from industry partners, with AirAsia Philippines becoming one of its first airline collaborators by offering promotional domestic fares through the campaign platform.
The airline has launched more than half a million promo seats with one-way base fares, reinforcing its commitment to making domestic travel more accessible.
Anna Victoria Lu, President and General Manager of AirAsia Philippines, said the partnership reflects the airline’s shared goal with the DOT of driving domestic tourism through affordable travel.
“At AirAsia, we are one with DOT in its efforts to keep travel accessible so that more Filipinos can discover and appreciate the incredible destinations within our own country. Despite these challenging times, AirAsia strives to provide the best fares and deals for our customers.”
Our partnership with the Department of Tourism strengthens our shared goal of driving domestic tourism growth as this is deeply rooted in our low-cost DNA,” she added.
Meanwhile, the DOT remains optimistic about achieving at least 6.4 million international arrivals by the end of 2026, with the United States currently leading as the Philippines’ top inbound tourism market.
