DOT taps BINI as tourism ambassadors
MANILA, Philippines — The nation's girl group BINI has been officially named as one of the country's tourism ambassadors in a move aimed at promoting the Philippines to both local and international travelers.
The announcement was made earlier at the Department of Tourism office in Makati City, which was attended by tourism officials, members of the media and fans.
In an interview with the media, DOT Secretary Dita Angera-Mathay said the partnership seeks to showcase the country's diverse destinations, culture and hospitality while leveraging BINI's growing popularity in the Philippines and abroad.
“Each girl actually represents a province or a town and they’re very knowledgeable about the charming feature of their towns,” Angara-Mathay said.
The nation’s girl group BINI is launched on Friday as the Department of Tourism’s newest ambassador.
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The secretary said that they wanted the partnership to be long-term.
“We want a long-term relationship kasi ‘yun ang may impact. We’re with them for the long haul. That’s what we have in mind and hopefully, the group has the same in mind,” the DOT chief said.
Angara-Mathay expressed confidence that the group's influence, particularly among younger audiences, would help encourage more people to explore the country's attractions.
For his part, Star Magic head Lauren Dyogi said that it is an honor for BINI to be the tourism ambassador.
“It’s an honor for BINI, for us to be here. As we’ve said in the past, we’re here to help promote not only OPM but the Filipino culture. And I think a lasting partnership with DOT will also be beneficial not only for the girls and ABS-CBN, but the entire industry,” he said.
“We have not finalized anything but there are a lot of possibilities that we’re looking at,” he added.
DOT Assistant Secretary Ren Sapitan said that campaigns featuring BINI are expected to include promotional videos, digital content and appearances at tourism-related events.
“As much as possible, we want to engage them in regional and provincial events because these are the communities that we support the most from the national government,” he said.
Industry observers believe the collaboration could strengthen tourism marketing efforts by connecting with a broader audience through music, social media and entertainment. The initiative also reflects the increasing use of popular artists and influencers to promote travel and cultural appreciation.
BINI's appointment follows a string of global achievements, including becoming the first all-Filipino girl group to perform at the Coachella stage.
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