The Department of Tourism (DoT) on Friday, 26 June, launched its “Discover More to Love” campaign to encourage more Filipinos to travel within the country, positioning domestic tourism as a key driver of regional economic growth and business opportunities.

Unveiled during the Central Philippines Tourism Expo (CPTEx) 2026 at Ayala Malls Solenad in Santa Rosa City, Laguna, the campaign brings together tourism destinations, local government units and industry stakeholders from the Central Philippines cluster to showcase attractions, products, and experiences that can generate more visitor spending and support local enterprises.

Tourism Secretary Dita Angara-Mathay clarified that the initiative does not replace the country’s existing tourism identity.

“Allow me to make one thing clear. Love the Philippines is still our national tourism brand. Discover More to Love is not a new brand,” she said.

Complementing the national brand

She explained that the campaign is intended to complement the national brand by encouraging Filipinos to explore destinations closer to home.

“It is a domestic tourism campaign under that same brand created to encourage Filipinos to explore more of our own country and discover even more reasons to love the Philippines,” Angara-Mathay added.

DoT Region IV-A director Marites T. Castro said the expo highlights the region’s diverse tourism offerings while strengthening collaboration among destinations and industry players.

“Today, we celebrate the beauty, culture, heritage, and vibrant offerings of the Central Philippines. This expo bring together tourism stakeholders and destinations from Central Philippines cluster,” Castro said.

Broader benefits

Santa Rosa City Mayor Arlene B. Arcillas emphasized that tourism promotion creates broader economic benefits beyond visitor arrivals.

“Initiatives like this play a vital role in showcasing the unique offerings of every city and municipality across Central Philippines region… We create meaningful opportunities that drive inclusive economic growth and success,” Arcillas said.

The DoT expects the campaign to stimulate domestic travel demand, increase tourism spending, and create more opportunities for businesses and communities that rely on the country’s growing tourism economy.