The Philippines' Department of Tourism (DOT) is turning to the domestic market to sustain tourism growth, launching a nationwide campaign to encourage Filipinos to travel around the country.
The Discover More to Love campaign, an extension of the national Love the Philippines brand, aims to boost travel to emerging destinations and support local tourism businesses amid softer global demand, rising fuel costs and broader geopolitical uncertainty.
Participating airlines, hotels, travel agencies and tourism operators are offering discounts and special deals to encourage Filipinos to explore new destinations or revisit familiar favourites.
Promotions are available through the campaign's online portal and cover accommodation, attractions, dining, tours, transport and wellness experiences.
The initiative comes as the country enters its annual monsoon season, when island destinations typically see softer demand due to unpredictable weather. It also follows broader industry headwinds, including higher operating costs linked to global geopolitical tensions and rising fuel prices.
Domestic travel remains a critical pillar of the Philippines' tourism industry.
According to newly appointed tourism secretary Dita Angara-Mathay, local travellers’ spending amounted to PHP 3.26 trillion (US$53 billion) in 2025, supporting an industry with a workforce of 7.7 million people and contributing 8.1% to last year’s GDP.
Discover More to Love is among the first major initiatives under Angara-Mathay, who assumed office in April. Her priorities include improving connectivity, expanding source markets and strengthening investment across the tourism sector among other things.
Industry leaders have welcomed the campaign, saying it provides a coordinated platform for public and private stakeholders to stimulate travel during a slower period.
“The new campaign is crucial and it provides a unified platform for both the public and private sectors to work together in attracting more international visitors,” said Arjun Shroff, former president of the Philippine Tour Operators Association (PHILTOA) and CEO of Shroff Travel.
He added that stronger domestic demand would benefit tour operators, hotels, transport providers, restaurants, and community-based enterprises, although sustained collaboration and competitively priced, quality experiences would be key to its long-term success.
The campaign also comes as the Philippines competes more aggressively with regional destinations such as Vietnam and Thailand, while continuing to address domestic challenges including air connectivity and relatively high domestic airfares.
Flights between Manila and resort destinations such as Siargao can, at times, cost more than international services to cities such as Tokyo.