The Philippines tourism sector is getting a major domestic boost with the launch of the new Discover More to Love campaign, a nationwide push designed to encourage Filipinos to travel more within their own country. Backed by the Department of Tourism (DOT), the initiative brings together more than 3,000 travel deals across hotels, flights, tours and other tourism services, making local escapes more accessible and affordable in 2026.
Officially introduced on 26 June in Sta. Rosa, Laguna, the programme sits under the wider Love the Philippines brand, but its mission is distinctly local: inspire residents to rediscover islands, provinces, cultural hubs and emerging destinations that often sit outside the usual tourism spotlight.
Philippines Tourism Gets a Domestic Travel Push
The new campaign reflects a clear strategy from the DOT: strengthen Philippines tourism from within. While international arrivals remain important, domestic travel is increasingly seen as the foundation of a more resilient and inclusive visitor economy.
By encouraging Filipinos to book short breaks, island holidays and regional adventures at home, the government hopes to:
- Spread visitor spending beyond major tourism hotspots
- Support small businesses and local communities
- Keep travel demand active throughout the year
- Make tourism more affordable for families, students and young professionals
This approach also helps destinations that may not receive the same level of foreign visitor traffic as Boracay, Palawan, Cebu or Bohol.
What the 3,000+ Deals Include
A key selling point of the Discover More to Love campaign is scale. More than 3,000 offers have been assembled across the tourism ecosystem, covering a wide range of trip types and budgets.
Promotions are expected to come from:
- Hotels and resorts
- Airlines and transportation providers
- Tour operators and travel organisers
- Online travel booking platforms
- Other tourism-related businesses
For consumers, that means more ways to plan cost-conscious holidays without sacrificing experience. For the wider Philippines tourism industry, it creates a stronger booking pipeline and stimulates travel demand across multiple regions.
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Why Affordable Local Travel Matters in 2026
Affordability has become one of the biggest factors shaping travel decisions. Rising living costs and changing consumer habits mean many travellers are actively looking for better-value breaks closer to home. That is where this campaign could have real impact on Philippines tourism.
Discount-led travel programmes can lower the barrier to entry for:
- Families planning school holiday trips
- Young travellers seeking budget island breaks
- Couples looking for short domestic getaways
- First-time travellers exploring nearby provinces
- Groups interested in cultural and food-focused trips
By combining promotions with destination marketing, the campaign does more than advertise discounts. It reframes domestic tourism as a practical, exciting and attainable lifestyle choice.
Spotlight on Lesser-Known Destinations
One of the most meaningful aspects of the programme is its focus on discovery beyond the country’s best-known beach and island names. The Philippines is rich in mountain landscapes, heritage towns, culinary trails, nature parks and community-led cultural experiences, many of which remain under-visited.
That shift matters because healthier Philippines tourism growth depends on distribution. When more travellers choose emerging destinations, spending reaches a broader network of local enterprises, from guesthouses and transport operators to guides, craft sellers and independent restaurants.
It also reduces overconcentration in a handful of destinations and opens fresh opportunities for regional tourism development.
How the Campaign Supports Communities and Businesses
Domestic travel has a direct local economic effect. Every booking made through a hotel, transport provider, tour company or market vendor helps circulate money within communities. This is one reason the DOT is placing more emphasis on inclusive Philippines tourism growth.
When residents travel across provinces and municipalities, the benefits can include:
- More income for small and medium tourism businesses
- Job support in hospitality and transport
- Stronger demand for local food and cultural experiences
- Greater visibility for regional attractions
- Incentives to preserve heritage and traditions
The campaign’s collaborative structure, involving government, local authorities and private tourism players, is also significant. Tourism works best when promotion, infrastructure, community participation and service delivery move in the same direction.
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Launched at CPTEX in Laguna
The campaign was unveiled during the Central Philippines Tourism Expo (CPTEX) in Laguna, giving it a strong industry-facing platform from day one. Tourism expos are useful not just for consumer awareness, but for connecting destinations, suppliers, regional tourism offices and private stakeholders.
Launching Discover More to Love at CPTEX signals that the campaign is more than a short-term sales push. It is part of a broader strategy to reinforce nationwide tourism partnerships and stimulate long-term domestic demand.
Why Domestic Tourism Is a Strategic Safety Net
A robust home market helps protect destinations when global travel demand weakens. International tourism can be affected by airline disruptions, economic uncertainty, health-related concerns and geopolitical tensions. A stronger domestic base gives the Philippines tourism industry more stability during such periods.
With its large population, extensive island geography and strong regional identities, the Philippines is well positioned to turn domestic travel into a sustained national movement. The new campaign is a step toward that goal, building confidence in local holidays while showcasing the country’s wide variety of experiences.
FAQs About the Discover More to Love Campaign
What is Discover More to Love?
It is a domestic travel campaign launched by the Philippine Department of Tourism to encourage Filipinos to explore destinations within the country through discounted travel offers.
How many offers are included?
The programme features more than 3,000 deals across hotels, flights, tours, online travel services and other tourism-related businesses.
Does it replace Love the Philippines?
No. Officials have presented it as a domestic-focused programme operating under the broader Love the Philippines tourism brand.
Who benefits from the campaign?
Travellers benefit from more affordable options, while local communities, tourism operators and regional destinations benefit from increased visitor spending and visibility.
Conclusion
The Discover More to Love initiative could become a defining domestic growth driver for Philippines tourism in 2026. With thousands of travel deals, a strong focus on affordability and a push toward lesser-known destinations, the campaign has the potential to expand local travel habits while delivering meaningful economic benefits across the country. For travellers and tourism businesses alike, this is more than a promotion—it is a strategic move to make Philippines tourism broader, stronger and more inclusive.
