The Department of Tourism (DOT) is giving domestic travel a fresh playbook. Instead of simply telling Filipinos where to go, it is asking its regional offices to create reasons to visit—and reasons to return.
Under the newly launched “Discover More to Love” campaign, the DOT has tasked regional offices with turning overlooked attractions into market-ready tourism products. The objective is to stimulate travel during the industry’s lean months from July to November while spreading tourism spending beyond the country’s usual hotspots.
The shift reflects a growing realization that promotion alone is no longer enough. Regional offices have been instructed to work closely with local governments, tourism enterprises, and communities to package “hidden gems” into experiences travelers can easily book and enjoy.
The campaign comes with plenty of incentives. Through the DOT’s upgraded tourism portal, travelers can browse more than 3,000 discounted offers. More than 70 hotels and resorts, in partnership with the Hotels Sales and Marketing Association, are offering discounts of up to 70 percent.
Over 250 regional tour packages are available, complemented by promotional fares from Philippine Airlines, Cebu Pacific, AirAsia Philippines, and Sunlight Air. AirAsia MOVE, Klook, and Mastercard have also rolled out exclusive travel and payment deals.
Perhaps the strongest endorsement comes from the breadth of industry participation. Airlines, hotels, tour operators, travel agencies, and tourism organizations have aligned behind what has become one of the country’s most coordinated domestic tourism campaigns, pairing government promotion with private-sector offerings.
The initiative was launched at the Central Philippines Tourism Expo 2026 in Laguna, where seven regions showcased their tourism products.
The bigger challenge, however, lies beyond the launch. If regional offices can consistently package authentic experiences and the private sector continues delivering compelling value, the campaign could help smooth out seasonal tourism slumps while proving that the country’s next must-visit destination may simply be one Filipinos have yet to discover.
