Manila: The Department of Tourism (DOT) is spearheading a new initiative named 'Discover More to Love' aimed at enhancing domestic travel within the Philippines. The campaign is set to offer curated and discounted travel packages through collaborations with local tourism stakeholders, including numerous hotels nationwide.

According to Philippines News Agency, Tourism Secretary Dita Angara-Mathay emphasized that this campaign is designed to complement the DOT's primary tourism branding, 'Love the Philippines,' rather than replace it. The aim is to allow tourists to shape their travel experiences uniquely. She expressed hopes that while the initial focus is domestic, the campaign could eventually expand internationally.

The campaign targets the adventurous spirit prevalent among Filipinos, particularly Gen Z travelers, and seeks their feedback to further enhance tourism offerings. This domestic travel drive is crucial, considering it generated at least PHP3.26 trillion in tourist spending last year, marking a 3 percent increase from PHP3.16 trillion in 2024.

In addition to bolstering local tourism, Angara-Mathay highlighted efforts to attract more Korean travelers, as the Philippines faces stiff competition from other Southeast Asian destinations offering lower travel costs. Despite the challenges, the DOT remains committed to engaging stakeholders to develop new, cost-effective 'tour bundles' to entice more visitors to the country.

Recent data from the DOT indicates that the United States has now become the leading source market for tourists, with 591,569 visitors recorded from January to June 17. Angara-Mathay remains optimistic about achieving 6.4 million inbound arrivals by 2026, although she acknowledges that the goal is ambitious.

The DOT is determined to rise to the challenge, drawing from Angara-Mathay's experience in conservative markets like Japan, and is committed to doing its utmost to increase tourism figures.