The Department of Tourism (DOT) has appointed SB19, the renowned P-Pop group, as the Philippines' newest Tourism Ambassadors. This announcement highlights the group's role in representing Filipino culture and promoting tourism. SB19 will begin their ambassadorship by performing at the Lollapalooza Music Festival in Chicago on 30 July, marking a significant milestone as the first Filipino act to grace the event.

The DOT's decision follows a digital campaign that engaged SB19's global fanbase, A'TIN, and included sending the group a traditional "Galingbayan" box, symbolising love and connection. Tourism Secretary Dita Angara-Mathay emphasised SB19's influence, stating, "SB19’s talent is undeniable — their music is powerful, and so is their influence." She noted that the group's reach encourages Filipino-Americans and fans across ASEAN to visit the Philippines.

SB19's Josh Cullen expressed excitement about the ambassadorship, saying, "We want to make a genuine difference, so we're teaming up with partners who get our vision." The group aims to connect with the global Filipino diaspora and share their culture through music.

As Tourism Ambassadors, SB19 will collaborate with the DOT to inspire A'TIN worldwide to explore the Philippines. The partnership aligns with SB19's international engagements, including performances at Summer Sonic 2026 in Japan. The DOT and SB19 plan to announce further events to showcase Philippine tourism in the coming months

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