Photo by: Department of Tourism
DOT rolls out “Discover More to Love” campaign with more than 3,000 travel deals from tourism partners | STA. ROSA, Laguna—More than 3,000 travel deals from hotels across the Philippines, tour operators, and airlines will be up for grabs as the Department of Tourism (DOT) launches its new domestic tourism campaign “Discover More to Love.”
The marketing campaign, the first of its kind, aims to encourage more Filipinos to explore destinations across the country while supporting small community-based tourism enterprises, and local tour operators.
The campaign is being rolled out in partnership with leading tourism stakeholders, including the Hotels Sales and Marketing Association (HSMA), with more than 70 participating hotels and resorts offering discounts of up to 70 percent. Travelers can also choose from more than 250 travel deals from across different regions of the country, along with discounted airfares from Philippine Airlines, Cebu Pacific, AirAsia Philippines, and Sunlight Air. Online travel platforms such as AirAsia MOVE and Klook are likewise offering exclusive travel deals, while Mastercard provides exclusive payment offers and cardholder privileges.
Photo by: Department of Tourism
“Discover More to Love” is an iteration of the Love the Philippines campaign, and is the DOT’s response to the private sector’s clamor for a strengthened domestic tourism promotion campaign designed as a weather-resilient nationwide tourism and economic activation movement running from July to November 2026, or during the lean season of the year.
Recognizing the current energy situation, the campaign highlights practical and value-for-money travel options, and experiences closer to home. Curated tourism offerings focus on staycations, wellness, food, and nature, encouraging Filipinos to discover nearby attractions while supporting local enterprises and communities.
Newly improved DOT website
The offerings will be made available through the DOT’s newly improved www.tourism.gov.ph, where visitors can browse through direct-to-booking option for discounted room packages; exclusive staycation deals; bundled travel experiences; dining and attraction credits; flexible booking arrangements; weekend promotions; loyalty incentives; and curated seasonal experiences.
In addition to its task of training and accreditation, the DOT is working to imbibe a more entrepreneurial mindset among regional offices encouraging them not only to promote destinations but to develop a market-ready tourism portfolio in their regions.
“True to its mandate, 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. Our job is to make it easier for travelers to discover legitimate destinations and tourism providers, while remaining faithful to the principles of transparency, accountability, and good governance,” said Secretary Angara-Mathay.
According to the Philippine Statistics Authority (PSA), domestic tourism continues to fuel the Philippine tourism, with expenditure reaching P3.26 trillion in 2025 and industry employment amounting to 7.7 million in the same year. Likewise, internal tourism expenditure, or the total spending of tourism activities within a country’s borders, grew by 1.2 percent from P3.91 trillion in 2024 to P 3.96 trillion in 2025.
Meanwhile, the share of employment in all tourism industries to the total employment in the country was recorded at 15.7 percent in 2025.
The tourism chief clarified that “Discover More to Love” is not a replacement for the Philippines’ official tourism brand, “Love the Philippines,” but rather a complementary initiative that strengthens the Department’s efforts to promote domestic travel.
“Love the Philippines is still our national tourism brand. It is a domestic tourism campaign [Discover More to Love] under that same brand, created to encourage Filipinos to explore more of our own country and discover even more reasons to love the Philippines. This campaign was brought to life by our in-house team at no extra cost to government, attesting to the level of expertise of the branding team. In a meeting last night with our Regional Directors, we asked each one to work closely with tourism stakeholders to identify and develop hidden gems in their region that deserve great attention,” she said.
“We have created a shared platform that we hope will give travelers more choices while enabling tourism enterprises, particularly those in emerging destinations, to attract more visitors throughout the year, especially during the lean travel months,” the tourism chief added.
Support from industry leaders
Earlier this week, veteran industry stakeholders from various organizations expressed their support for the campaign ahead of the launching.
“We are very happy that HSMA is collaborating with the Department of Tourism. Thank you very much for this campaign. It is nice to see a structured campaign from the government. We appreciate that very much. We have been wanting that, right? For so long, we have been talking about this, and we appreciate it. Why? Because we can only work as a hotel operator, accommodation sector. But we don’t hold airline connectivity. We don’t handle tours, et cetera. But having this kind of structured campaign will really bring everyone closer together,” HSMA President Loleth So said.
“The Tourism Congress of the Philippines expresses its full support and solidarity with the Department of Tourism, Secretary Dita Angara-Mathay, for the “Discover More to Love” domestic tourism campaign. As the private sector’s official consultative body, the Tourism Congress of the Philippines reinforces its role as the bridge between DOT and the tourism stakeholders across the country. And the TCP is committed to working closely with DOT to ensure that tourism policies and programs are responsive to on-the-ground needs and opportunities,” TCP Treasurer Margie Munsayac said.
“As an association of inbound tour operators, PHILTOA sees this as a timely and important step in strengthening how the Philippines is positioned in the international market. In inbound tourism, alignment is a key–how the country is promoted must match what is delivered on the ground. PHILTOA commends the Department of Tourism for strengthening its direction toward more digital, consistent, and experience-driven marketing. This helps improve competitiveness and keeps the Philippines more visible and relevant in key source markets,” Philippine Tour Operators Association(PHILTOA) President Malou Japson said.
“Secretary, look around the room. It’s packed. I think the message doesn’t get any clearer, doesn’t get any stronger. You have the support of the entire industry,” former DOT Undersecretary and Philippine Hotel Owners Association (PHOA) Executive Director Benito Bengzon said. “On the part of the Philippine Hotel Owners Association, I know that your background has been heavy on investments. Our commitment is to help expand inventory, build more hotel rooms, including facilities, so that we can really be competitive, not only in Southeast Asia, but around the globe,” he added.
Also present during the meeting were the heads and representatives from Philippine Travel Agencies Association, Inc. (PTAA), Pacific Asia Travel Association (PATA) Philippines Chapter,
National Association of Independent Travel Agencies (NAITAS), Global Tourism Business Association, Inc., (GTBA) Robinsons Hotels and Resorts, Cebu Pacific, AirAsia, Sunlight Air, Mastercard, VISA, and BYD Philippines.
The DOT gathered them on Tuesday for a consultation meeting as a way to solidify the campaign’s success, and at the same time, solicit inputs from them.
Discover More to Love at CPTEX 2026
The “Discover More to Love” campaign was formally launched during the DOT’s Central Philippines Tourism Expo (CPTEx) 2026, gathering the best of Central Philippines’ tourism, culture, and gastronomy in Nuvali, Sta. Rosa, Laguna.
Photo by: Department of Tourism
The three-day collaborative tourism exhibition from June 26 to 28, brought together tourism players from Luzon, Visayas, and Mindanao.
Through curated booths and cultural displays, the seven regions under the DOT-clustered Central
Photo by: Department of Tourism
Philippines, including Mindoro Occidental and Oriental, Marinduque, Romblon, and Palawan (MIMAROPA), Bicol, Western Visayas, Central Visayas, Eastern Visayas, Negros Island, and the host region, Cavite, Laguna, Batangas, Rizal, and Quezon (CALABARZON), spotlights their best travel destinations, tour packages, cultural products, and tourism services.
Now in its fourth staging, CPTEx has become a strategic platform for collaboration among national and local government, tourism partners, stakeholders, and the private sector.
The event, which reinforces the Central Philippines’ status as a growing tourism hub, also features travel and trade fairs, tourism talks, and business-to-business exchanges aimed at strengthening domestic tourism and expanding market access for tourism stakeholders.
Discover More to Love by visiting www.tourism.gov.ph for the full list of travel deals.
