The Department of Tourism (DOT) has officially named the Nation’s Girl Group BINI as its newest tourism ambassadors, tapping the popular P-pop act to help promote the Philippines to local and international audiences.
The eight-member group paid a courtesy call to Tourism Secretary Maria Bernardita “Dita” Angara-Mathay in Makati City, where they shared initial ideas for their partnership with the agency.
Tourism Secretary Angara-Mathay welcomed the collaboration, saying the group’s creativity and influence among young Filipinos made them an ideal choice.
“We made the right choice. I am so happy. They have so many ideas. Sometimes the young people can direct a whole generation, whole bureaucracy to go a certain direction—which will connect with the larger population. They are delightful and talented people,” she said.
BINI leader Jhoanna Robles said the group is excited to contribute its own concepts to further promote the country’s tourism.
She noted that the members come from eight different provinces, allowing them to showcase the country’s diverse culture and destinations.
“Sobrang dami namin gusto i-suggest. Mag-meeting muna kami. ‘Yan ang special sa BINI. We are from eight different provinces. Nasimulan na namin before and now we are grateful we have the support of the government. Mas malaki na,” Robles said.
The DOT also emphasized that BINI has long served as an unofficial ambassador through its music, performances, and promotion of Filipino culture.
Assistant Secretary Ren Sapitan said the group’s influence extends beyond the Philippines, helping showcase Filipino identity to audiences around the world.
“We recognize the power of BINI and the influence that they have in bringing viewers not only in the Philippines but abroad as well. They are ambassadors already with what they are doing, what they are wearing with the traditional outfits. It would be amiss for the government if we do not recognize the pride,” Sapitan said.
The department said it envisions BINI not only as tourism ambassadors but as “Ambassadors to the Philippines,” promoting the country’s destinations, fashion, food, sports, and culture on the global stage.
