The Tourism Promotions Board (TPB) Philippines has partnered with the Primer Group of Companies to launch “The Philippines by Foot,” a new initiative positioning the country as a top destination for walking and mindful travel.
Signed through a Memorandum of Agreement on June 8, 2026, at the TPB office in Pasay City, the campaign officially started on June 10–11, 2026, at The Henry Hotel in Manila. The launch event included an interactive booth for the TravelPH App, which serves as a digital guide for exploring local spots.
A key highlight was the advocacy walk that started at Kilometer Zero, passed through Manila’s historic streets, and ended at the Museum of Natural History. The activity gathered lifestyle influencers, industry leaders, and community walking groups such as Just Walk PH. A ceremonial toast was also held with participation from TPB officials, Primer Group leadership, representatives from the Intramuros Administration, and the German Embassy. A cultural performance by the Ramon Obusan Folkloric Group marked the opening program.
TPB chief operating officer Maria Margarita Montemayor Nograles stated that the collaboration aims to shift travel habits. She noted that the campaign encourages people to choose walking over screen time, promoting personal wellness while connecting travelers with local communities and Filipino heritage.
Looking ahead, the project plans to develop walking routes across all provinces, with designated stops to support local businesses. Future activities will cover destinations including South Cotabato, Dipolog, Ilocos Sur, and Bacolod. Travelers and enthusiasts can join by using partner apps to track routes and share their experiences online.
