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Manila Bulletin devider Lifestyle devider Travel devider SB19 recognized as PH's official Tourism Ambassadors

SB19 recognized as PH's official Tourism Ambassadors

P-Pop as a global representation of Philippine culture

Published Jul 29, 2026 09:06 am
ON THE GLOBAL STAGE P-Pop group SB19 has been officially marked as Tourism Ambassadors of the Philippines by the DOT due to their global appeal.
ON THE GLOBAL STAGE P-Pop group SB19 has been officially marked as Tourism Ambassadors of the Philippines by the DOT due to their global appeal.
Global P-Pop icons SB19 have been officially recognized by the Department of Tourism (DOT) as the Philippines' official Tourism Ambassadors. It comes just before the group embarks on their world tour stops in the US and Japan.
"SB19’s talent is undeniable — their music is powerful, and so is their influence. They have the reach to connect with fans across the United States, Europe, ASEAN, and beyond," shares DOT Ambassador Dita Angara-Mathay. "And in the US, we’re seeing that influence become something real: Filipino-Americans who grew up watching SB19 online are now booking flights home, some for the first time in years, just to see them perform on their home turf.”
This recognition could spark waves as a new type of tourism evolves, the era of musical tourism. We first saw it play out when Singapore managed to book Taylor Swift to be its only stop in Southeast Asia. Lots of new travelers are flying out internationally just to witness their favorite performers live. Some even point out that watching abroad ends up cheaper than watching locally. It leaves the added benefit of being able to explore the destination after enjoying the concert. With SB19 being officially recognized by the DOT, this could help push P-Pop as a way to attract more tourists hoping to watch them live here in the Philippines.
As the Tourism Ambassadors, SB19 is set to use their worldwide influence to attract their foreign fans to visit the country. "Matagal na po itong moment na ito na inaantay namin (This is something we've been looking forward to for so long)," shares Josh Cullen. "We want to make a genuine difference, so we're teaming up with partners who get our vision. 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."
Even through their music videos, fans are given a glimpse of Philippine culture and our heritage. With the group set to make the first pitch at the Chicago White Sox and New York Yankees match and their Lollapalooza act, they are set to bring even larger attention to homegrown Filipino talents. They are also working with the DOT for a series of upcoming events showcasing the finest of Philippine tourism in the coming months.

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