The Department of Tourism (DOT) is set to unveil two P-pop groups as the newest faces of its tourism campaign, marking a fresh strategy that combines the country's growing pop music industry with destination marketing.

Tourism Secretary Dita Angara-Mathay confirmed that two Filipino pop groups have been selected to front upcoming tourism promotions, although she declined to identify them ahead of the official announcement expected later this week.

The tourism chief said the partnership aims to showcase the Philippines to both domestic and international audiences through music-driven campaigns.

Angara-Mathay said music has the power to create lasting emotional connections, making it an effective platform for promoting destinations and encouraging travel.

The initiative also reflects the government's recognition of P-pop's growing global reach, as more Filipino artists continue to attract international audiences.

According to the DOT, the collaboration seeks to leverage the popularity of homegrown music acts to highlight the country's culture, destinations, and tourism experiences.

The idea gained momentum after the department publicly celebrated the international success of a Filipino group, generating strong online engagement and reinforcing the potential of partnering with P-pop artists.

The DOT is expected to announce the two groups and provide details of the campaign later this week.