The members have finally appointed.
On Friday, July 3, the Department of Tourism (DOT) capped the week by finally naming the Philippines’ newest Tourism Ambassadors.
They are none other than members of the Filipina pop group BINI, with Aiah, Colet, Maloi, Gwen, Stacey, Mikha, Jhoanna, and Sheena all appearing at the Department’s office in Makati City to pay courtesy visit to Tourism Secretary Dita Angara-Mathay and the official media announcement.
According to the agency, they have been tapped to “help showcase the Philippines’ vibrant culture, diverse destinations, and world-class hospitality to local and international audiences.”
In addition, their appointment also comes days after new Discover More to Love domestic tourism campaign, which aims to boost local travel.
The tourism chief, in her statement, underscored the move as part of the DOT’s ongoing efforts to engage globally recognized Filipino talent in promoting Philippine tourism.
She also previously noted the growing public clamor to engage BINI as part of the tourism industry following their massive success in the international scene, with their Coachella Music Festival debut in April being one of the key moments in recent months.
“Sometimes, the young people can actually direct a whole generation, a whole government or bureaucracy to go a certain direction, which will connect with a larger population and we made the right choice,” Angara-Mathay said in an interview.
“A fresh takeaway from this first meeting is each girl actually represents a province or a town. They’re very knowledgeable about what is a charming feature of their town. I thought that the input is very refreshing, and each girl member has that to bring to tourism.”
She also noted that the move to get them is an investment in the ‘soft power’ of pop culture and is part of the broader strategy to harness the reach and influence of internationally recognized Filipino artists to advance tourism promotion.
“We want a long-term relationship, ayaw namin ng isa lang. Kasi ayu’n ang may impact kung mahaba. It shows a serious, sustainable, long-term partnership, so we’re in with them for the long haul. So that’s what we have in mind, and hopefully the group also has the same in mind,” the Secretary added.
As part of the future partnership, the DOT will support the BINI by giving them more platforms to feature diverse Philippine tourism offerings, with the department supporting them through their various endeavors, including going abroad.
Star Magic head Laurenti M. Dyogi, for his part, said: “We have not finalized anything, but there are a lot of possibilities that we’re looking at that wouldn’t have been possible if DOT [Ren and the Secretary] has not initiated, reaching out and seeing a vision of a partnership with BINI and all the others that bring Filipino pride. So, this is a start of hopefully a long-lasting partnership in helping promote Philippine tourism.”
Meanwhile, BINI members also shared in am interview their favorite Philippine destinations that they want to explore.
Batanes was chosen by Aiah, Maloi, and Colet; Palawan by Sheena; Bukidnon by Gwen; Romblon by Mikha; Siargao by Jhoanna; and Boracay by Stacey.