TikTok has partnered with the Philippine Department of Tourism (DOT) to launch “Wanderlust Week,” a creator-led content series promoting travel destinations across the Philippines. The series, endorsed by the DOT, features creators from the Philippines, Malaysia, and Thailand documenting travel experiences through episodic storytelling and short-form video.

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

Four creators are fronting the series: Renée Dominique, Léah Good Vibes, Mark Odea, and Mike Yu. Their content covers local attractions, culture, cuisine, and communities across Cebu, Siargao, and Manila, combining episodic storytelling with behind-the-scenes footage. Episodes premiered on TikTok on June 30 and will continue throughout the campaign period.

“At TikTok, we see how content can inspire curiosity, influence decisions, and connect people with places and experiences they may not have discovered otherwise,” said Yves Gonzalez, Head of Public Policy for the Philippines at TikTok, in an announcement. “This partnership with the Department of Tourism reflects the potential of digital platforms to complement broader tourism promotion efforts and reach new audiences.”

Philippine Airlines is the series’ official airline partner, while PepsiCo Philippines and Hikari round out the brand partnerships. PepsiCo is participating through two of its snack and beverage lines: Mountain Dew is positioned around adventure and shared travel experiences, and Lay’s is running a rewards component for creators who document new travel experiences in the Philippines.

Tourism Secretary Ma. Bernardita “Dita” Angara-Mathay framed the campaign as part of a broader shift in how travelers research destinations. “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,” she said.

The campaign builds on TikTok’s existing push into travel commerce. The platform launched Travel Ads last September, an AI-driven catalog advertising format that matches travel brands with in-market users based on booking intent, and struck a partnership with Booking.com in August that let select U.S. users book hotels directly within the app.

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