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Andrew Ronquillo - The Philippine Star
June 28, 2026 | 12:00am
Tourism Secretary Dita Angara-Mathay poses with government officials and event mascots during the launch of the “Discover More to Love” domestic tourism campaign at the Central Philippines Tourism Expo 2026 in Nuvali, Santa Rosa City, Laguna on Friday. The expo showcased tourism attractions, locally made products and cultural performances from provinces in Central Philippines to promote domestic travel.
Edd Gumban
LAGUNA, Philippines — The Department of Tourism officially launched on Friday its “Discover More to Love” campaign to boost domestic tourism, offering more than 3,000 travel deals from partners.
Brought to life by DOT’s in-house team at no extra cost to the government, Tourism Secretary Dita Angara-Mathay said the campaign aims to support emerging destinations, local enterprises and communities while expanding travel opportunities.
“Domestic tourism has a big impact on our economy. Last year’s figure supported 7.7 million people, and its revenue recorded P3 trillion,” said Angara-Mathay, citing 2025 data from the Philippine Statistics Authority.
The department’s website was improved to be a shared platform where an aggregate of destinations, accommodations, flights and activities could be found, including up to 70 percent discount offerings by establishments.
“The DOT will promote destinations, provide tourism information and connect travelers with accredited tourism enterprises. We will not be involved in booking trips or selling travel packages. That is the role of the private sector,” Angara-Mathay said.
The department, however, clarified that this campaign is not a replacement for the “Love the Philippines” tourism slogan.
“Love the Philippines is still our national tourism brand. Discover More to Love is a domestic tourism campaign under the same brand,” the DOT chief said.
“We already love the Philippines as Filipinos. The idea is to discover the places you have not been to, so you will have pride in where you are,” Angara-Mathay said.
