The P-pop movement has reached another major milestone as BINI are officially named as the country’s newest tourism ambassadors.
Announced on July 3, 2026, the Department of Tourism appointed the Nation’s Girl Group as the fresh faces of the agency’s upcoming tourism initiatives. The campaigns are set to place a strong emphasis on the Philippines’ growing music industry and many scenic attractions.
During a press conference last June 29, 2026, Tourism Secretary Dita Angara-Mathay highlighted music’s unique ability to create lasting impressions and emotional connections, making it an effective platform for promoting the country’s diverse destinations.
Prior to the official announcement, DOT has previously shown its support for Filipino artists making waves internationally, with the agency congratulating BINI following their groundbreaking performance at Coachella 2026. The department also recognized KATSEYE member Sophia Laforteza for representing Filipino talent on the international stage.
Last April 10 and 17, 2026, BINI made history as the first homegrown all-Filipino act to perform at the globally renowned music and arts festival in California. Marking a defining moment for the local music industry, the eight-member group proudly represented the Philippines alongside some of the world’s biggest artists.
Composed of members Jhoanna, Aiah, Colet, Maloi, Gwen, Stacey, Mikha and Sheena, BINI also earned further international recognition after receiving the Global Force Award at this year’s Billboard Women in Music.
This significant milestone reflects the government’s recognition of P-pop’s expanding global influence. As more Filipino artists continue to gain international recognition, music has become a powerful cultural export capable of introducing global audiences to the country’s talent and tourism.
The Department of Tourism is also set to announce another P-pop group to join BINI as tourism ambassadors, with the reveal expected soon.
Frequently Asked Questions
The Department of Tourism named BINI the country’s newest tourism ambassadors on July 3, 2026. The eight-member girl group will front upcoming DOT campaigns that pair the Philippines’ music industry with the country’s tourist attractions.
Tourism Secretary Dita Angara-Mathay cited music’s ability to create lasting emotional connections, making it an effective platform for promoting Philippine destinations. The DOT had already publicly supported for their international achievements before formalizing the ambassadorship.
BINI became the first all-Filipino act to perform at Coachella, appearing on the Mojave Stage across the festival’s two 2026 weekends (April 10 and 17). The group also received the Global Force Award at this year’s Billboard Women in Music.
The Department of Tourism officially announced BINI’s appointment on July 3, 2026, with Tourism Secretary Dita Angara-Mathay meeting with the eight-member girl group to formally launch the partnership.
The DOT’s choice of BINI signals government recognition that P-pop has become an international cultural export. Their recent achievements demonstrate how Filipino music is now driving global audience interest in the Philippines.
