Tourism Secretary Dita Angara-Mathay said SB19’s global popularity makes the group an ideal partner in encouraging international visitors to discover the Philippines.
P-pop group SB19 officially takes on its new role as tourism ambassadors, partnering with the Department of Tourism to encourage international travelers to experience the Philippines.
Photograph courtesy of Department of Tourism
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Global P-pop sensation SB19 has officially been named the Philippines’ newest Tourism Ambassadors by the Department of Tourism (DoT), marking another milestone in the group’s growing international influence.
The announcement comes after days of online speculation, sparked by the DoT’s cryptic social media posts and a special “Galingbayan” care package sent to the group before the U.S. and Japan leg of their world tour. Inspired by the traditional balikbayan box, the package symbolized the enduring connection between overseas Filipinos and their homeland.
Tourism Secretary Dita Angara-Mathay said SB19’s global popularity makes the group an ideal partner in encouraging international visitors to discover the Philippines.
“SB19’s talent is undeniable — their music is powerful, and so is their influence,” she said. “Whether it’s a Filipino-American flying halfway across the world or a fan in Taiwan or Bangkok just a few hours away, SB19 is giving people real reasons to visit the Philippines.”
As tourism ambassadors, Pablo, Josh, Stell, Ken and Justin will work with the DoT to inspire A’TIN and international fans to experience Philippine culture and destinations firsthand.
“Matagal na po itong moment na ito na inaantay namin (We’ve been looking forward to this moment for so long),” Josh Cullen said. “We want to make a genuine difference… By taking our music to established international markets, we can connect with the global Filipino diaspora, share our culture, and give them that feeling of home.”
The appointment comes as SB19 continues its banner year on the global stage. On 29 July, the group will become the first Filipino act to throw the ceremonial first pitch at a Major League Baseball game before the Chicago White Sox-New York Yankees matchup. A day later, they will make history again as the first Filipino act to perform at Lollapalooza in Chicago, before heading to Summer Sonic 2026 in Osaka and Tokyo in August.
The DoT said more collaborative tourism campaigns featuring SB19 will be announced in the coming months.
