The Philippines’ Department of Tourism (DoT) is tapping into the country’s pop music industry, known as P-pop, to attract more international visitors.
The DoT has named SB19 and BINI as its newest tourism ambassadors to promote the Philippines overseas.
Tourism secretary Dita Angara-Mathay commented that SB19’s growing international fanbase offers the country an opportunity to reach potential visitors across the US, Europe and South-east Asia.
She said: “SB19’s talent is undeniable. Their music is powerful, and so is their influence.
“Whether it’s a Filipino-American flying halfway across the world or a fan in Taiwan or Bangkok just a few hours away, SB19 is giving people real reasons to visit the Philippines. That’s the kind of reach we want to build on.”
In a separate interview, Angara-Mathay also highlighted music’s role in showcasing destinations, citing BINI’s Huwag Muna Tayong Umuwi (Let’s Not Go Home Yet) as an example of how P-pop can complement tourism promotion.
Philippine Ambassador to China Jaime FlorCruz described the appointments as “a very smart move”, citing the groups’ growing popularity among Chinese audiences.
Tourism counsellor Ireneo Reyes said BINI’s Pantropiko has become a hit in China, while SB19’s Gento went viral on Douyin, China’s version of TikTok, sparking a dance craze.
The government hopes to build on that popularity to attract more Chinese visitors. China was one of the Philippines’ largest source markets in 1H2026, with 219,796 arrivals.
The DoT also expects fan travel for concerts and events to generate longer stays and higher visitor spending.
The private sector is already responding by developing concert travel packages for overseas fans. During SB19’s 2025 world tour launch in Manila, organisers partnered with Novotel and ibis Styles to offer bundled packages that included concert tickets, hotel stays and shuttle transfers. For BINI’s 2025 concert, organisers also teamed up with Solaire Resort North and Novotel Manila Araneta City to offer concert-and-stay packages.
Additionally, Philippine Airlines has partnered with SB19 as the official airline for its world tour, highlighting how airlines are leveraging the growing popularity of P-pop to engage international travellers.
