(Back row, L-R) Hanky Lee, CEO of The Henry Hotels and Resorts, alongside Primer Group of Companies associates. (Front row, L-R) Roel Chan, Chief Marketing Officer of the Primer Group; Jimmy Thai, President and CEO of the Primer Group of Companies; TPB COO Maria Margarita Montemayor Nograles; and TPB Acting ODCOO-MP Teresita D.L. Landan.
The Tourism Promotions Board (TPB) Philippines and the Primer Group of Companies have stepped into a new era of mindful travel with “The Philippines by Foot,” a campaign designed to position the country as a premier, walk-worthy tourism destination. Made official through a Memorandum of Agreement (MOA) signing on June 8, 2026, at the TPB Office in Pasay City, the campaign kicked off with a two-day launch from June 10 to 11, 2026, in Manila City.
Key opinion leaders and media join the advocacy walk in Manila.
TPB Showcases the TravelPH App at The Henry Hotel.
Capitalizing on a global shift toward mindful travel and the “walking club” phenomenon, the partnership strengthens public-private efforts to integrate community wellness into local tourism.
The campaign launched at The Henry Hotel with an interactive TPB booth showcasing the TravelPH App as a digital tool for local exploration. Highlighted during the launch was an advocacy walk that began at the Kilometer Zero Marker, through the historic streets of Manila, and ended at the Museum of Natural History. The walk featured lifestyle, beauty, and fashion key opinion leaders, including Patrick Sugui, hairstylist Lourd Ramos, fashion stylist Daryl Chang, alongside grassroots walking communities like Just Walk PH.
(L-R) Primer Group President and CEO Thai; TPB COO Nograles; and TPB Acting ODCOO-MP Landan at the “Philippines by Foot” Campaign Dinner.
As part of the welcome dinner, Primer Group of Companies President and CEO Jimmy Thai and Birkenstock Southeast Asia Managing Director Evelyn Chua joined TPB COO Maria Margarita Montemayor Nograles for a ceremonial toast, along with representatives from the Intramuros Administration and the German Embassy.
TPB COO Maria Margarita Montemayor Nograles delivers the welcome address.
TPB COO Nograles shared her enthusiasm for the campaign. “‘The Philippines by Foot’ campaign is a proud collaboration between the public and private sectors geared toward reshaping the future of travel,” she said. “By inspiring our youth to swap scrolling screens for strolling the streets, we are empowering travelers to reclaim their health and authentic human connection. Through the simple act of walking, this initiative guides the travelers off the beaten path, connecting them with local communities and celebrating the Filipino heritage that anchors our country, one conscious footstep at a time.”
The Ramon Obusan Folkloric Group (ROFG) at the Philippines By Foot Campaign Launch Dinner
The Ramon Obusan Folkloric Group (ROFG) at the Philippines By Foot Campaign Launch Dinner.
TPB also enlivened the campaign opening with a live cultural performance by the Ramon Obusan Folkloric Group (ROFG).
Members of JustWalkPH Community walk around the walled city of Intramuros.
Moving forward, the program aims to establish regional walking loops across all provinces, anchored by curated pit stops designed to direct foot traffic to local shops and cafes. Upcoming activations will also feature provincial gems like South Cotabato, Dipolog, Ilocos Sur, and Bacolod. Travelers, fitness enthusiasts, and creators can participate by downloading partner apps, tracking these official routes, and sharing their journeys online.
For more details, visit www.tpb.gov.ph.
ABOUT TPB
The Tourism Promotions Board (TPB) Philippines is an attached agency of the Department of Tourism, mandated to market and promote the country both domestically and internationally as a world-class tourism and MICE destination. This is carried out through strategic partnerships with public and private stakeholders, anchored on travel trade shows and business meetings. For more information, please visit www.tpb.gov.ph.
Reference:
Maria Vanessa Abellon
Acting Head
Media Relations and Communications Division
vanessa_abellon@tpb.gov.ph
