The Philippine government is launching a nationwide campaign aimed at encouraging more Filipinos to travel within the country, as officials seek to strengthen domestic tourism and support local businesses.
The Department of Tourism (DOT) unveiled the “Discover More to Love” campaign, which promotes travel to destinations across the Philippines while encouraging tourism stakeholders to offer more affordable and value-driven experiences.
The initiative is designed to stimulate domestic travel by highlighting the country’s cultural heritage, natural attractions, culinary experiences, wellness destinations, and adventure tourism. It also encourages hotels, resorts, tour operators, and other accredited tourism businesses to develop discounted packages and promotions for Filipino travelers.
According to the DOT, the campaign targets families, working professionals, balikbayans, and local tourists, with participating businesses encouraged to provide flexible booking options, digital payment services, and promotional offers to make travel more accessible.
The campaign forms part of the government’s broader efforts to sustain tourism growth by increasing domestic travel, which has become an important driver of the industry alongside international arrivals. Officials said stronger local tourism can help generate employment, support small businesses, and spread economic activity to destinations across the country.
The DOT said it will work with tourism stakeholders and partner agencies to promote the campaign through digital platforms, marketing initiatives, and collaborative promotions aimed at encouraging more Filipinos to explore destinations closer to home.
