TikTok is bringing creators, brands, and tourism stakeholders together through Wanderlust Week, a travel content series that showcases destinations across the Philippines through creator-led storytelling and digital content. Endorsed by the Department of Tourism (DOT), the series reflects a shared effort to promote Philippine tourism through the stories, recommendations, and travel experiences people increasingly discover online.
Featuring creators from Malaysia, Thailand, and the Philippines, Wanderlust Week brings together diverse perspectives to showcase authentic travel experiences across the country. The series follows creators Renée Dominique (@heyimreneedominique), Léah Good Vibes (@heyoleahpinay), Mark Odea (@markodea8), and Mike Yu (@immikeyu) as they explore local attractions, culture, cuisine, and communities, sharing their experiences through a mix of episodic storytelling, behind-the-scenes content, and short-form videos on TikTok.
Photo: John Matthew, Pexels
Bringing Philippine Destinations Closer to Digital Audiences
Through creator-led storytelling, Wanderlust Week takes audiences beyond traditional travel highlights, offering a closer look at the people, communities, and experiences that make destinations unique. By combining episodic storytelling, behind-the-scenes content, and short-form videos on TikTok, the series provides audiences with new ways to discover and engage with Philippine destinations.
“At TikTok, we see how content can inspire curiosity, influence decisions, and connect people with places and experiences they may not have discovered otherwise. Through Wanderlust Week, we are bringing together creators, tourism stakeholders, and brand partners to showcase Philippine destinations through authentic storytelling and help audiences discover the unique culture, communities, and experiences across the country. This partnership with the Department of Tourism reflects the potential of digital platforms to complement broader tourism promotion efforts and reach new audiences,” said Yves Gonzalez, Head of Public Policy for the Philippines at TikTok.
Yves Gonzalez, Head of Public Policy for the Philippines at TikTok, shares how creator-led storytelling can help connect audiences with destinations across the country | Photo: TikTok
A Collaborative Approach to Tourism Promotion
The partnership between TikTok and the Department of Tourism reflects the growing role of digital platforms and creator communities in shaping travel decisions and destination awareness. By working with private sector partners, the series seeks to broaden the reach of tourism promotion efforts and engage audiences through the content formats they consume every day.
“The way travelers discover and engage with destinations continues to evolve, and digital platforms such as TikTok provide new opportunities to reach audiences through authentic and engaging storytelling. Through Wanderlust Week, the Department of Tourism is pleased to support a collaboration that brings together creators, industry partners, and digital communities to showcase the beauty, culture, and experiences that make the Philippines a compelling destination,” said Tourism Secretary Ma. Bernardita “Dita” Angara-Mathay.
As the series’ official airline partner, Philippine Airlines supports Wanderlust Week by connecting travelers to destinations across the country while highlighting the richness and diversity of Philippine travel experiences. Together with PepsiCo Philippines and Hikari, the partnership demonstrates how brands can play meaningful roles in encouraging tourism, from Mountain Dew championing adventure and shared experiences, to Lay’s rewarding creators who inspire others to explore the Philippines, and Hikari helping travelers stay confident and prepared throughout their journeys.
Representatives from TikTok, the Department of Tourism, Philippine Airlines, and PepsiCo gather during the Wanderlust Week launch, highlighting a shared commitment to promoting Philippine destinations through creator-led storytelling. (From left: Nicole Villarojo, Chief Marketing Officer (CMO) PepsiCo Philippines Beverages; Zhi Wei Sok, General Manager, Global Business Solutions, Singapore and Philippines at TikTok; Hon. Ma. Bernardita “Dita” Angara-Mathay, Philippine Department of Tourism Secretary; Yves Gonzalez, Head of Public Policy for the Philippines at TikTok; Marjorie Chan, Snacks Category Marketing Lead, PepsiCo Philippines; Pelaine Tiong, Digital Marketing and Media Head, Philippine Airlines) | Photo: TikTok
“Philippine Airlines has long played a role in connecting people to destinations across the country, and we recognize the value of initiatives that encourage more Filipinos and visitors to explore the diverse experiences our islands offer. Through Wanderlust Week, we are proud to partner with TikTok, the Department of Tourism, and fellow industry stakeholders in showcasing Philippine destinations through engaging and authentic storytelling,” said Alvin Miranda, Vice President and Head of Marketing, Philippine Airlines.
“For Mountain Dew, Wanderlust Week is a natural fit because it brings together two things our brand has always stood for in the Philippines: adventure and friendship. The best trips aren’t just about the destinations we visit, but the experiences we say yes to and the people we share them with. That’s the kind of travel story we’re proud to celebrate alongside TikTok and the Department of Tourism,” said Nicole Villarojo, Chief Marketing Officer, PepsiCo Philippines Beverages.
“We’re excited to support the Philippine tourism agenda through TikTok Wanderlust Week by rewarding creators for going out of their comfort zone with new travel experiences in the Philippines and encouraging more people to do the same. Lay’s is proud to partner with TikTok and the Department of Tourism in celebrating travel milestones and wins with the ultimate snack you deserve,” said Marjorie Chan, Snacks Category Marketing Lead, PepsiCo Philippines.
Episodes of Wanderlust Week will premiere on TikTok beginning June 30, with creator-led journeys across Cebu, Siargao, and Manila complemented by behind-the-scenes content and additional travel stories throughout the campaign period.
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