In Philippines, the "Pilipinas, Tara Na!" domestic travel campaign has been rolled out by the Department of Tourism (DOT). The campaign, is being undertaken with help from Smart Communications, Inc. The program aims to encourage Filipinos to travel to within the country.

The TV ads on the campaign, which are currently running nationwide, focus on culture, history, ecotourism, nature, and adventure. The DOT also joined hands with the Philippine Tour Operators Association (PHILTOA) and Philippine Travel Agencies Association (PTAA) for programs to support the campaign.

Statistics report that 23 million Filipinos travelled within the country in 2009, 7.8 million of whom travelled for leisure or vacation. These iniatives are expected to help stimulate further growth of the domestic base. The campaign involves public relations and new media efforts towards getting the public to explore the Philippines with fresh perspective.