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Rosette Adel - Philstar.com
June 29, 2026 | 5:30pm
MANILA, Philippines — Short-form video platform TikTok has once again partnered with the Department of Tourism (DOT) and several private companies for "Wanderlust Week," a travel content series that aims to promote Philippine destinations through creator-led videos and storytelling.
The campaign, which premieres on TikTok on June 30, features creators from the Philippines, Malaysia and Thailand exploring destinations including Cebu, Siargao and Manila. These include Renée Dominique, Léah Good Vibes, Mark Odea and Mike Yu, who will share their travel experiences through content posted on the platform.
Zhi Wei Sok, TikTok's general manager for Global Business Solutions for Singapore and Philippines, said the creators were chosen for their compelling storytelling on social media and their ability to bring joy to the audience.
Through short-form videos, behind-the-scenes clips, and episodic content, they will showcase local culture, food, attractions and communities.
UPDATE: TikTok and the Department of Tourism launch Wanderlust Week, a creator-led TikTok travel mini-reality show featuring top TikTok creator groups, designed to inspire travel and showcase destinations across the Philippines through digital storytelling. @PhilstarNews pic.twitter.com/kZY0q6FJr2
— Rosette Adel (@rosette_adel) June 29, 2026TikTok and Ma. Bernardita "Dita" Angara-Mathay said the creator-led TikTok travel mini-reality show reflects the growing role of digital platforms and content creators in influencing how people discover and choose travel destinations.
In her speech, Angara-Mathay said the way travelers discover and engage with destinations has now evolved, from her generation, which previously relied on guidebooks, advice from friends, calls to tour operators and relatives organizing or planning the travel, to present time, when the public now uses digital platforms such as TikTok to plan trips.
"But today, things are very different. People just open TikTok. It's easy to see why. It doesn't feel like advertising. It feels like real people sharing real moments. Over time, it even starts figuring out what you like, even if you're not actively looking... Before you know it, you're not just watching, you're liking, saving, sharing and sometimes joining the trek yourself," Angara-Mathay said.
Yves Gonzalez, TikTok's head of Public Policy for the Philippines, also share the same sentiment, saying that the partnership with DOT "reflects the potential of digital platforms to complement broader tourism promotion efforts and reach new audiences."
He said that through "Wanderlust Week," creators, tourism stakeholders and their brand partners could showcase Philippine destinations through digital storytelling.
"TikTok is the platform [where] you actually see authentic videos, authentic storytelling, authentic experiences. It's more than just superficial, it's really experiential. And so what we're having now with this campaign is it really shows not just the beauty of the Philippines, not just the sights, but also the communities, also the food, also the experiences, even the aquatic," Gonzalez said.
"And so at TikTok, together with the Department of Tourism, our objective is to enable more, not just Filipinos, but people from the region to actually discover the Philippines, discover that there is more to love in the Philippines," he added.
The campaign will run through a series of travel stories highlighting destinations across the country, with Moalboal, Cebu as among the first featured destinations.
TikTok and the DOT have also partnered with Philippine Airlines as the campaign’s official airline partner, while PepsiCo Philippines and Hikari are also supporting the initiative.
