The Department of Tourism (DoT) has tapped content creators to promote local destinations and activities in the Philippines, following its push to strengthen domestic tourism. According to the DoT, this move is aimed at reaching a younger generation of travelers who use social media platforms to plan their trips.
Tourism Secretary Maria Bernardita Angara-Mathay noted that young travelers today use social media platforms like TikTok instead of traditional guidebooks and brochures. "People just open TikTok. It's easy to see why; it doesn't feel like advertising. It feels like real people sharing real moments," she said.
The DoT has partnered with TikTok Philippines to produce a seven-episode mini-reality travel series called Wanderlust Week. The series will feature content creators showcasing local cuisines, attractions, and culture in Cebu, Siargao, and Manila. Each episode will be released on TikTok starting June 30.
The series aims to increase travel discovery online, with TikTok Philippines Head of Public Policy Yves Gonzales noting that people turn to creators for recommendations, real experiences, and authentic perspectives when deciding where to go and what to explore.
The DoT's partnership with TikTok Philippines also aligns with the Tourism Department's recently launched Discover More to Love campaign. This campaign aims to make local travel more competitive and affordable by offering travel bundles from different stakeholders. Under the marketing campaign, accommodation, airfare, and activities offer discounted rates, reaching up to 70%.
The campaign has already generated over P100,000 in sales since its launch on Friday, with the Hotel Sales and Marketing Association (HSMA) Philippines, one of the agency's partners, reporting a significant increase in bookings.
The DoT has showcased over 3,000 travel deals from hotels, tour operators, airlines, and other travel-related businesses nationwide as part of the campaign to boost domestic tourism. The success of the campaign is a positive sign for the country's tourism industry, which is expected to continue growing in the coming years.
