MAKATI CITY— The Department of Tourism (DOT), led by Secretary Christina Garcia Frasco, in partnership with Amaia Land Corp., a wholly-owned subsidiary of Ayala Land Inc. (ALI), awarded a brand-new PHP 1.8 million house and lot to Helen Grace Arceo, a Filipino-American nurse from Virginia, USA. The awarding ceremony took place on Wednesday, December 4, at the DOT Central Office as part of the Bisita, Be My Guest (BBMG) program’s ceremonial event.
Helen Grace Arceo, a Filipino-American nurse based in Virginia, USA, expresses her heartfelt gratitude to the Department of Tourism, Amaia Land Corp., Cebu Pacific Air, and all the generous sponsors of BBMG for highlighting the vital role of Overseas Filipino Workers (OFWs) as Philippine tourism ambassadors.
“At the heart of the Bisita, Be My Guest program is a movement, an emotion, and the reason that drives us to continue to champion Philippine tourism—love. Love of country, love of family, and love of family values that are so distinctively Filipino,” Secretary Frasco shared, reflecting on the program’s essence.
Arceo, who registered as a sponsor for her husband and invitee, Juan Arceo III, emerged as the grand prize winner during the second BBMG raffle draw held in December last year.
In addition to the house and lot from Amaia Land, she also received a four-day, three-night stay at The Marison Hotel in Albay and international and domestic roundtrip tickets to Legazpi courtesy of Cebu Pacific.
During her testimonial, Arceo expressed her heartfelt gratitude: “I thank the Department of Tourism for having this BBMG incentive program. You know, there are a lot of Filipinos abroad, and we also have foreign friends who have heard about the beauty of our country. It’s really good to invite friends and other foreigners to come and visit. So, thank you for your phenomenal leadership, Secretary Frasco.”
She added, “Thank you very much, Amaia, for this house and lot. I will not have another home to go pag nagbibisita kami sa Philippines.”
Arceo shared how her family enjoyed their travel prize by exploring Albay, reaffirming her role as an ambassador for Philippine tourism: “It’s true that when we’re abroad, we usually say that our country is beautiful. We have well-known beaches, mountains, volcanoes, and so many activities. So, we just say, ‘Hey, let’s go to the Philippines.’ My co-worker really wants to visit the Philippines, so I said, ‘Let’s go!’”
The ceremonial turnover of the house keys was attended by Amaia representatives, including Senior Brand Marketing Associate Fatima Villanueva and South Luzon Project Marketing Associate Kathryn Dawn Abella. Also present were DOT Chief of Staff and BBMG Overall Committee Chair Undersecretary Shahlimar Hofer Tamano, BBMG Secretary General Undersecretary Maria Rica Bueno, Assistant Secretary Judilyn Quiachon, BBMG Head Secretariat Atty. Jerilee Grantoza, and members of Arceo’s family.
Secretary Frasco underscored the unique role of Overseas Filipinos in the success of the program, implemented in partnership with the Department of Migrant Workers (DMW) and the Tourism Promotions Board (TPB) Philippines. She emphasized:
“In the many opportunities that we have had to go around the world and around the Philippines to launch the Bisita, Be My Guest program, one thing that I found in common in all of these activations is that I have felt from our fellow kababayans abroad, a very deep love of the Philippines and a longing to come home, as well as this unbridled excitement to share the beauty of our country to family and friends of other nationalities.”
She continued, “Despite all of the challenges that we face, despite the many seasons of life, despite even political issues that surround us, there is one thing that will always unite us, that is our love for the Philippines. Tourism is such a powerful force for good that it has this magnetic power to unite, and it also provides opportunities to bridge cultures from around the world. And the Bisita, Be My Guest is precisely that avenue.”
Other winners from the second raffle draw took home exciting prizes, including stays in iconic Philippine destinations, shopping vouchers, and international roundtrip tickets. The grand raffle draw, scheduled for December 16, will feature additional prizes, culminating in the awarding of a major prize—a condominium unit.
Frasco concluded with a heartfelt message: “We are so very proud of our Overseas Filipinos and our fellow kababayans from around the world, because truly, they are our champions for Philippine tourism, and they continue to be our very effective ambassadors of this campaign to Love the Philippines.”
The BBMG program is an incentivized travel campaign encouraging OFWs and Filipinos abroad to invite foreign friends and relatives to visit the Philippines. Participants earn raffle entries for a chance to win special prizes, including real estate, travel packages, and shopping vouchers. The program also offers discounts and perks through the BBMG Travel Passport and Privilege Card.
ANILAO, Batangas—The Department of Tourism (DOT) officially launched the first Philippine Dive Experience on Thursday (November 27) to reinforce the Philippines’ position as a premier global destination for diving and marine biodiversity exploration.
Highlighting the Philippines’ recognition as the World’s Leading Dive Destination for the sixth consecutive year at the World Travel Awards, Tourism Secretary Christina Garcia Frasco led the dive-focused initiative under the DOT’s Philippine Experience program which brought together high-ranking diplomats including South Korean Ambassador to the Philippines H.E. Lee Sang Hwa, Bangladesh Ambassador H.E F.M Borhan Uddin, Indian Ambassador H.E. Harsh Kumar Jain, Lao-PDR Ambassador H.E. Sonexay Vannaxay, Malaysian Ambassador H.E. Malik Melvin, New Zealand Ambassador H.E. Catherine McIntosh, Sri Lanka Ambassador H.E Chanaka Talpahewa, Thailand Ambassador H.E. Tull Traisorat, Vietnam Ambassador H.E. Lai Binh, as well as diplomatic and consular corps from Cambodia, China, France, Indonesia, and the United States of America.
DOT Secretary Christina Garcia Frasco (middle, in white attire) shows the “love” sign while her fellow DOT officials, those from the local government of Mabini municipality and Batangas province, and ambassadors from Vietnam, South Korea, Malaysia, Sri Lanka, New Zealand and India, among others, cheer on during the launch of the inaugural Philippine Dive Experience program in popular dive destination Anilao in Mabini, Batangas on November 28, 2024. Photo by the Department of Tourism
They were joined by leaders in the dive and tourism sectors, heads of tourism associations, dive operators, and certification agencies at the gathering, which celebrated the Philippines’ unparalleled marine biodiversity and its potential to attract global attention.
In her keynote address, Secretary Frasco underscored the event’s alignment with President Ferdinand Marcos, Jr.’s vision for tourism transformation. “At the heart of the Philippine Dive Experience is our President’s vision of transformation for tourism. We’re not interested in recovering only what was lost, but rather in transcending to the rightful place that the Philippines deserves in the global community of tourism nations. A country that prioritizes the sustainability of its destination and the regeneration of its resources while it seeks to reintroduce itself to the world from the strength of its identity, heritage, and culture.”
DOT Secretary Christina Garcia-Frasco (middle, in white attire), officials of the DOT and the local government in Batangas, and foreign dignitaries ring their respective air tanks to signify the start of the first Philippine Dive Experience program in the popular dive destination Anilao in Mabini, Batangas on November 28, 2024. Photo by the Department of Tourism
Anilao: A Gateway to Global Dive Tourism
Anilao, a world-renowned diving destination, was the launch point for the Philippine Dive Experience tourism circuit. Secretary Frasco highlighted Anilao’s strategic role and its connection to the globally significant Verde Island Passage. “Starting here in Anilao, Batangas, a world-renowned diving destination, we shine a spotlight on the Verde Island Passage. This globally significant corridor is a haven for marine life and a dream destination for underwater photographers.”
Certified divers explored Anilao’s vibrant underwater landscapes, including the LOVE Reef—an artificial reef created through community-driven conservation efforts. Non-divers were introduced to the underwater world through guided scuba experiences, offering an immersive glimpse into the Philippines’ marine treasures.
A coastal cleanup at Anilao Pier emphasized the DOT’s commitment to sustainable tourism. Secretary Frasco remarked. “On the sustainability of dive tourism, we have worked with our partners both from the private sector, our regional offices, and our stakeholders from around the world to continue interest for Philippine diving, as well as to inject education and importance on the conservation of our marine resources.”
Enhancing Dive Tourism Infrastructure and Training
During the event, Secretary Frasco announced key initiatives to boost dive tourism, including the installation of hyperbaric chambers at strategic dive sites to ensure diver safety and meet international standards. She also highlighted the success of the Filipino Brand of Service Excellence (FBSE) program, which has trained over 262,000 tourism professionals nationwide, including more than 10,000 from the CALABARZON region.
These efforts come as the Philippine dive industry continues to thrive, contributing ₱73 billion in revenue in 2023 and playing a crucial role in sustainable economic growth, livelihood creation, and environmental conservation.
“To our esteemed friends from the diplomatic community, our partners, all the delegates and participants, we invite you to become ambassadors for Philippine diving. Together, we will share to the world the beauty of our dive destinations and to ensure the treasures of our seas remain a source of pride and prosperity for generations to come,” Secretary Frasco said, urging attendees to champion the country’s underwater wonders.
Recognition for the Philippine Dive Industry
The DOT celebrated a banner year for Philippine diving, earning the title of World’s Leading Dive Destination for the sixth consecutive year at the World Travel Awards. The country also received accolades such as Best Dive Destination at the TripZilla Excellence Awards and Best Diving Destination at the Diving Resort Travel Show.
Batangas Governor Hermilando Mandanas, represented by Provincial Administrator Wilfredo Celis, welcomed the Philippine Dive Experience delegates. “Batangas is very pleased to be a host to all of you in the next two days. I’m sure you will find your experience as pleasant as possible. And again, we’d like to thank the Department of Tourism for its continued support to the province.”
Mabini Mayor Nilo Villanueva, through Tourism Officer Ian Bueno, expressed gratitude for hosting the inaugural Philippine Dive Experience. “Our community takes pride in our natural treasures, and we are excited to share them with you. This event is not just about exploring the depths of our oceans, but also about fostering international cooperation and promoting sustainable tourism.”
A Sustainable and Immersive Dive Experience
The second day of the Philippine Dive Experience will feature a coastal cleanup at Anilao Pier, with participants—including members of the diplomatic corps and local volunteers—working together to protect marine environments. This will be followed by a cultural immersion via the Taal Heritage Tour, highlighting Batangas’ rich history and artistry, and offering visitors a deeper appreciation of the province’s vibrant cultural identity.
CONTACT: ATTY. GLENN ALBERT M. OCAMPO OIC-Director Office of Public Affairs and Advocacy opaa.director@tourism.gov.ph
Manila, Philippines – The Department of Tourism (DOT) proudly celebrates the Philippines’ four prestigious victories at the 2024 World Travel Awards (WTA) Grand Final Gala Ceremony, held on November 24, 2024, at the Savoy Palace, Funchal, Madeira, Portugal.
The country won as the World’s Leading Dive Destination, marking its sixth consecutive win for the category, reinforcing its reputation as a paradise for diving enthusiasts. Adding to its laurels, Manila was named World’s Leading City Destination for the second time since 2023, while Boracay was honored as World’s Leading Luxury Island Destination, a testament to its pristine beaches and high-end offerings.
Tourism Secretary Christina Garcia Frasco expressed her gratitude for the global recognition, emphasizing the collaborative efforts that made these wins possible: “We are filled with immense pride and gratitude as the Philippines continues to capture the hearts of travelers worldwide, as reflected in these prestigious accolades at the 2024 World Travel Awards. These recognitions reaffirm the Department of Tourism’s steadfast commitment to carry out initiatives with sustainability and inclusivity in mind—efforts that have been made possible through the unwavering support of President Ferdinand R. Marcos, Jr. and his vision to establish the Philippines as a leading tourism powerhouse in Asia.”
The DOT also bagged the title of World’s Leading Tourist Board for the very first time, reflecting its successful initiatives in promoting the Philippines as a premier destination. Under the Marcos administration, the Department has prioritized sustainable tourism development projects anchored on the strategies of connectivity, convenience, and (e)quality.
The DOT has made significant strides in advancing sustainable tourism through its National Tourism Development Plan (NTDP) 2023–2028, which prioritizes infrastructure development, accessibility improvements, and digital innovations. Key initiatives include the expansion of tourism roads in partnership with the Department of Public Works and Highways (DPWH), the enhancement of airports and seaports alongside the Department of Transportation (DOTr), and the roll-out of enhanced digital connectivity with the Department of Information and Communications Technology (DICT).
To enrich the travel experience, the DOT introduced projects such as the Tourist Assistance Call Center, the upgraded Travel PH App, and Tourist Rest Areas in strategic locations nationwide. Visa system improvements and the Cruise Visa Waiver Program, undertaken with the Bureau of Immigration (BI), the Department of Justice (DOJ), and the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), have further streamlined travel for international visitors.
In equalizing tourism opportunities across the country, the DOT has diversified its offerings, promoting gastronomy, health and wellness, Halal and Muslim-friendly tourism, heritage and culture, and sports such as golf and surfing. Programs like the Philippine Experience Program: Heritage, Culture, and Arts Caravan, the Tourism Champions Challenge for local government units (LGUs), and the introduction of the Hop-On Hop-Off Bus Tours in Metro Manila, among others, have further enriched visitor experiences.
The Philippines’ latest achievements add to the accolades it garnered at the WTA’s Asia & Oceania Gala Ceremony, hosted by the Philippines in September 2024.
During said regional event, the Philippines swept eight regional awards, starting with Asia’s Leading Dive Destination, Asia’s Leading Beach Destination, and Asia’s Leading Island Destination. Iconic landmarks and destinations also brought home awards, with Intramuros, the historic Walled City, named as Asia’s Leading Tourist Attraction, Boracay receiving the title of Asia’s Leading Luxury Island Destination, and Cebu honored as Asia’s Leading Wedding Destination for its romantic charm and world-class venues. In addition, Secretary Frasco received a special award for Transformational Leadership in Tourism. The Philippines also bagged the Asia’s Leading Marketing Campaign 2024 award for Love the Philippines campaign.
“These awards are a testament to the powerful synergy between the public and private sectors, driven by the aspirations set forth by our President for the country’s tourism industry, as well as the unwavering support of Filipinos across the globe.We share this remarkable achievement with our dedicated stakeholders and every Filipino who continues to champion our country as a premier global destination. Together, let us continue to invite the world to experience all that there is to love about the Philippines,” Secretary Frasco added.
Established in 1993, the World Travel Awards are widely regarded as the ultimate hallmark of excellence in the global travel and tourism industry. The Philippines’ consistent accolades reaffirm its standing as one of the world’s top destinations, offering unparalleled experiences for travelers.
CONTACT: ATTY. GLENN ALBERT M. OCAMPO OIC-Director Office of Public Affairs and Advocacy opaa.director@tourism.gov.ph
Bacolod City, Negros Occidental—The Department of Tourism (DOT) has signified its commitment to making the Philippines an international gastronomy hub, as Secretary Christina Garcia Frasco formally announces the hosting of the Philippines to the prestigious and inaugural Terra Madre Asia Pacific which will be held next year in Bacolod City, now recognized as the Slow Food International Hub for Asia Pacific.
Department of Tourism (DOT) Secretary Christina Garcia Frasco joins Negros Occidental Governor Eugenio Jose Lacson, Bacolod City Mayor Alfredo Abelardo Benitez, and Victorias City Mayor Javier Miguel Benitez during the ceremonial mixing of ingredients of KBL—kadios, baboy, langka—a dish that embodies the culinary and cultural heritage of Negros.
Terra Madre is a key part of Slow Food, a global grassroots organization founded in 1989, aimed at safeguarding food cultures and traditions, countering the fast-paced lifestyle, and rekindling people’s connection to the food they consume. It also encourages a deeper understanding of food’s role in society. Since its inception, the movement has grown to attract millions of people across over 160 countries, advocating for access to food that is good, clean, and fair for all.
According to Slow Food, food is not only about sustenance but is also intricately linked to culture, politics, agriculture, and the environment. Through mindful food choices, individuals can collectively influence how food is cultivated, produced, and distributed, thus fostering positive change on a global scale.
Department of Tourism (DOT) Secretary Christina Garcia Frasco delivers her keynote address during the 2nd Terra Madre Visayas hosting in Bacolod City, Negros Occidental.
Under the leadership of Secretary Frasco, the DOT, through its cultural tourism team, is actively developing food and gastronomy tourism as one of its priority sub-sectors, with the commitment to preserving and promoting Filipino cuisine as an essential part of the nation’s cultural heritage. Part of its efforts is incorporating Slow Food principles to promote sustainable tourism within the food and gastronomy sector.
“With gastronomy tourism ranking very high in the priorities of the Department of Tourism under the administration of President Ferdinand R. Marcos, Jr., whose vision is one of tourism transformation, the Slow Food movement in the Philippines is increasing the value proposition of our destinations while fostering regeneration of our natural resources and ingredients, and expanding economic opportunities one meaningful and delicious dish at a time,” the Secretary said in her speech during the 2nd Terra Madre Visayas regional hosting on Thursday (Nov. 21) in Negros Occidental.
The tourism chief then relayed the good news that the Philippines has been chosen to host the inaugural Terra Madre Asia Pacific next year in Bacolod City.
“The culmination of your efforts to the hosting of Terra Madre Asia Pacific next year is only the beginning of the ascension in the Philippines as a hub for gastronomy in the world, for this is the vision of our President of the Philippines, becoming Asia’s next tourism powerhouse where tourists come to the Philippines, stay longer, spend more, savor our delicious dishes, and uncover the very many reasons to love Philippines,” she told the Negrense stakeholders.
For their part, local government executives thankedthe DOT for its efforts in advancing tourism in Negros Occidental and expressed their continued support.
“To Secretary Christina Garcia Frasco, we are honored by your steadfast support. Your endorsement of Bacolod City as the host of the Terra Madre Asia Pacific in 2025 signifies the national government’s commitment to uplifting local communities through sustainable and responsible tourism. The Terra Madre Slow Food Movement celebrates something near and dear to the hearts of the Negrenses–the preservation of biodiversity, the promotion of globally sourced food, and the empowerment of small-scale farmers, fisherfolks, and food artisans,” Governor Eugenio Jose Lacson said.
Department of Tourism (DOT) Secretary Christina Garcia Frasco enjoys her piaya, a famous local pressed bread delicacy in Negros Occidental, as she joins the Negrense culinary stakeholders at the Negros Island Organic Festival and 2nd Terra Madre Visayas hosting in Bacolod City.
“Negros is widely considered a Slow Food Hub in Asia, and Bacolod and Negros are not only Slow Food Hubs, but also one of the most biodiverse and unique food available in the entire Philippines. We are also very proud of the support that we have here with all our stakeholders, but I know that none of this will be possible without the support of the Department of Tourism,” Victorias City Mayor Javier Miguel Benitez said, who is also the Negros Association of Chief Executives (ACE), Inc. President.
“We are very happy that we will be hosting the very first ever Asia Pacific Slow Food next year. It is also made possible because of Secretary Frasco,” Bacolod City Mayor Alfredo Abelardo Benitez said.
CONTACT: ATTY. GLENN ALBERT M. OCAMPO OIC-Director Office of Public Affairs and Advocacy opaa.director@tourism.gov.ph
LONDON, United Kingdom – The Philippines achieved a significant milestone at the World Travel Market (WTM) 2024, generating PHP 436,970,868 in sales leads during the event held from November 5 to 7, 2024 at the ExCeL Convention Center in London. This impressive figure marks an increase of over PHP 178 million to last year’s participation.
The Department of Tourism (DOT), with support from its marketing promotions arm, the Tourism Promotions Board (TPB) Philippines, led a delegation of 22 private sector exhibitors, including tour operators, destination management companies, and hotels and resorts, effectively showcasing the Philippines as a top tourism destination in Asia.
DOT Secretary Christina Garcia Frasco engages in international and UK-based Filipino media at the Philippine Pavilion at the World Travel Market (WTM) 2024 London
The delegation was also joined by representatives from the Aklan Provincial Government, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the Philippine Retirement Authority (PRA). The delegation was able to generate 466 sales leads and 41 onsite bookings.
According to DOT Secretary Christina Garcia Frasco, the successful Philippine participation to WTM 2024 London is attributable to the delegation’s commitment to showcasing to the world the many reasons to love the Philippines. This year also marked the country’s largest delegation to the event since the pandemic.
“Today’s travelers seek immersive experiences, evolving from years like seeing to a quest for authentic experiences, and this is precisely what we are able to offer in the Philippines. Under the administration of our President Ferdinand R. Marcos, Jr. the Department of Tourism has embarked on a multi-dimensional approach to tourism development, with a commitment to ensuring the sustainability of our destinations. We have focused on diversifying our tourism offerings,” the DOT chief said in her speech at the opening of the Philippine Pavilion.
Philippine Pavilion at the World Travel Market (WTM) 2024 London
The event saw strong participation from global industry leaders, with the Philippine Pavilion attracting attention from major media outlets and key tourism stakeholders.
“While our tourists enjoy our verdant landscapes and pristine shores and encounter our immense biodiversity, as represented here by our Philippine sellers across our famed and world-renowned islands, as well as our emerging destinations, among which include Palawan, Boracay, Cebu, Siargao, Batanes, Batangas, and also Bohol, Negros Oriental, Bicol, Bukidnon, and also, of course, Ilocos Norte and Ilocos Sur, and through the work of our tour operators and regional offices, as well as our engagement with our tourism frontliners, our tour guides, our community-based tourism organizations, we are now able to offer experiential travel in the Philippines through tourism packages focused on cultural immersions, festivals, the creative arts, health and wellness, gastronomy and other offerings,”she added.
Interactive booth activations, including the Paoay Church photo booth, traditional hair threading demonstrations, Filipino coffee presentations and snack samplings, along with vibrant performances and fashion walks featuring the designs of renowned Filipino designer Randy Ortiz, offered visitors a preview the Philippines’ appeal as a must-visit destination.
“WTM 2024 allowed us to showcase the Philippines’ wealth of cultural, natural, and adventure experiences. Our team is deeply honored to represent the Philippines on this global platform and to bring to life the essence of Filipino warmth, creativity, and resilience,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles with models donning creations of renowned Filipino fashion designer Randy Ortiz
The Philippines’ sustained presence at the WTM 2024 London aligns with trends in the UK outbound travel market, which is projected to reach USD 90.46 billion in 2024, according to Future Market Insights.
CONTACT:ATTY. GLENN ALBERT M. OCAMPO OIC-Director Office of Public Affairs and Advocacy opaa.director@tourism.gov.ph
MANAMA, BAHRAIN – Department of Tourism (DOT) Secretary Christina Garcia Frasco led the Philippine delegation to the 9th UN Tourism World Forum on Gastronomy Tourism, held on November 18-19, 2024, at Exhibition World Bahrain. Secretary Frasco highlighted the Philippines’ robust policy framework and innovative initiatives that harness gastronomy’s potential to drive tourism development.
Philippines Department of Tourism (DOT) Secretary Christina Garcia Frasco (third from left) served as panelist during the high-level session titled “Shaping Policies for Advancing Gastronomy Tourism,” alongside Bahrain’s Minister of Tourism Fatima bint Jaffar Al Sairafi (second from left) and Saudi Arabia’s Deputy Minister of International Affairs Sultan AlMusallam (rightmost). The discussion was moderated by UN Tourism Director of Market Intelligence, Policies, and Competitiveness Sandra Carvao (leftmost).
In the high-level session titled “Shaping Policies for Advancing Gastronomy Tourism,” Secretary Frasco joined Bahrain’s Minister of Tourism Fatima bint Jaffar Al Sairafi, and Saudi Arabia’s Deputy Minister of International Affairs Sultan AlMusallam, with the discussion moderated by UN Tourism Director of Market Intelligence, Policies, and Competitiveness Sandra Carvao.
“In the Philippines, gastronomy is embedded in our national strategy, by way of our National Tourism Development Plan (NTDP), which our President approved at the beginning of his administration. By way of this plan, we have made deliberate and focused approaches towards developing gastronomy,” Secretary Frasco shared.
Department of Tourism (DOT) Secretary Christina Garcia Frasco led the Philippine delegation to the 9th UN Tourism World Forum on Gastronomy Tourism from November 18-19, 2024, and served as panelist during the high-level session titled “Shaping Policies for Advancing Gastronomy Tourism”.
The DOT chief spotlighted the Philippines’ successful hosting of the inaugural UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific in Cebu, a milestone highlighting the country’s role in regional gastronomy tourism. Reflecting on this historic event, she added: “We are pleased and very happy to welcome delegates from all over the world to the UN Tourism Regional Gastronomy Forum. We are grateful, both to UN Tourism, especially to Secretary-General Zurab (Pololikashvili), as well as the Basque Culinary Center, for providing the Philippines a platform on which to have this conversation that resulted in the Cebu Call to Action on Gastronomy Tourism—a framework for the development of gastronomy tourism in Asia and the Pacific, which prioritizes, first and foremost, coming up with policies and strategies to ensure that gastronomy tourism is developed in a manner that is not singular only in one country, but is regional.”
In his remarks during the forum’s opening ceremonies, UN Tourism Secretary-General Zurab Pololikashvili praised the Philippines’ leadership, saying: “I’m very happy to see our dear Minister from (the) Philippines, dear Christina. It’s my honor. It’s our pleasure. Your presence here, because you are doing a lot for (the) tourism industry, not (just) for your country, (but also) for all regions and for our organization.”
Bahrain’s Minister of Tourism Fatima bint Jaffar Al Sairafi (left) and Philippines Department of Tourism (DOT) Secretary Christina Garcia Frasco during their bilateral meeting held November 18, 2024 on the sidelines of the 9th UN Tourism World Forum on Gastronomy Tourism at Exhibition World Bahrain.
The 12-point Cebu Call to Action supports inclusive growth by addressing the entire tourism value chain, with a focus on uplifting small and medium enterprises, farmers, fisherfolk, cooks, and chefs.
“This Call to Action provides an impetus for supporting gastronomy tourism in a manner that increases the value proposition of destinations. We attached gastronomy tourism to every experience that is had in the destination, knowing fully well that over 54% actually use gastronomy as one of the reasons for travel. Domestically, in the Philippines, it ranks as the number two reason for travel across our nation,” she added.
Under its Love the Philippines campaign, gastronomy has become a vital pillar in positioning the country as a top global destination. Flagship initiatives, such as the Philippine Experience: Heritage, Culture, and Arts Caravan, integrate gastronomy into tourism offerings through its key component, ‘Salu-salo,’ where tourists and tourism stakeholders are introduced to the local foods of each destination.
Recent accomplishments further highlight the Philippines’ growing recognition in gastronomy tourism. Iloilo City earned the title of UNESCO Creative City for Gastronomy in 2023, while Bacolod City became Asia’s official Slow Food hub and is set to host Terra Madre Asia Pacific in 2025. Angeles City in Pampanga was named Asia’s Best Emerging Culinary City Destination 2024 by the World Culinary Awards.
Notable individuals also contribute to this success, including UN Tourism Gastronomy Ambassador Margarita Forés and author Klang Garcia, whose book “Philippine Food Holidays” won the Gourmand Award for Best Food Tourism Book in the World in 2023.
“The future is bright for Gastronomy Tourism in the Philippines, especially that food is a representation of our history; it reflects our indigenous peoples, [history], as well as the various influences that have come into our country in many, many centuries, to include the Spanish, the Chinese, the Americans, the Islamic influence in the country, and all of these, have resulted in such a vast diversity in our regional cuisines. And so, the effort on the part of the Department of Tourism has been to bring attention to our dishes across the country that vary from one island to another while, at the same time, continuing to support the Filipino dishes that have come to be loved, known worldwide, such as our sinigang, our adobo, our lechon, and to continue to encourage more cities in the Philippines, our municipalities, to consider Gastronomy Tourism as a value proposition for their destination,” Secretary Frasco said.
Organized by UN Tourism, and its Affiliate Member, the Basque Culinary Center (BCC), in collaboration with the Government of Bahrain, the Forum carries the theme, “Gastronomy Tourism: A Driver of Economic Diversification and Inclusion.” Held for the first time in the Middle East, the two-day event brought together global leaders, policymakers, industry experts, and renowned chefs to explore how gastronomy tourism enhances destination branding and fosters innovative practices worldwide.
DOT Secretary Frasco explores tourism partnerships and innovations in bilateral meetings in Bahrain
Maximizing her official visit to Bahrain, Secretary Frasco engaged in a bilateral meeting with Minister Al Sairafi to discuss possible collaborations in terms of boosting air connectivity to augment the current Bahrain to Manila flights and to include flights to Cebu, joint promotions of islands, exchange of tourism professionals, mutual growth in meetings, incentives, conferences, and exhibitions (MICE), enticing tourism investments, tourism and hospitality education, and cultural heritage.
Secretary Frasco proposed the execution of an updated Memorandum of Understanding (MOU) to expand to more measures of cooperation on tourism development. The two countries had previously signed an agreement in 2003.
Minister Al Sairafi welcomed the idea, saying, “I believe that the MOU will put the silver lining for our cooperation, and I’m so happy that you are here in the Kingdom of Bahrain so that we could start discussing ways that we can collaborate.”
The DOT chief also held discussions with UN Tourism Secretary-General Pololikashvili on the proposal to establish an International Tourism Academy in Cebu, a project first announced by the UN Tourism Secretary-General during the Philippines’ hosting of the UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific earlier this year.
MANILA — The tourism industry has cemented its vital role as a pillar of growth and economic recovery post-pandemic as it recorded 6.21 million employment for Filipinos in 2023, an exponential increase nearing its 6.3 million target employment in tourism for 2028 or almost four years ahead, as cited on the approved National Tourism Development Plan (NTDP) 2023-2028.
This was based on the recent Philippine Tourism Satellite Account (PTSA) of the Philippine Statistics Authority (PSA) released on Tuesday (June 18).
Specifically, employment in tourism characteristic industries grew by 6.4 percent, from 5.84 million in 2022 to 6.21 million in 2023. The percentage share of employment in tourism industries to the total employment in the country last year was also recorded at 12.9 percent.
Similarly, tourism as an industry posted its highest growth based on the report with an 8.6 percent share of the country’s gross domestic product (GDP). The Tourism Direct Gross Value Added (TDGVA) amounted to P2.09 trillion in 2023, the highest since the PSA began compiling the data in 2000. The figures are higher by 47.9 percent compared with the P1.41 trillion TDGVA in 2022 when it recorded a 6.4 percent contribution to the GDP.
The TDGVA refers to the gross value added by tourism industries and other industries of the economy that directly serve visitors.
“The tourism growth rate being the highest ever recorded for the Philippines is a testament to President Ferdinand R. Marcos Jr,’s strong emphasis on prioritizing the tourism sector, and with the consolidated efforts of the Department of Tourism, other government agencies and the private sector, our transformative agenda for tourism has set the industry on this upward trajectory whose benefits are felt by millions of Filipinos,” said Tourism Secretary Christina Garcia Frasco.
“Having adopted the National Tourism Development Plan 2023-2028 that strengthens the foundation for tourism on infrastructure and connectivity, and expands government intervention in terms of the development of products, markets, and destinations, it is heartening to see that our efforts to equalize tourism development, engage in shared tourism governance, and diversify our tourism offerings have created more job opportunities and contributed greatly to our economy. We remain committed to further developing and promoting the Philippines to become a tourism powerhouse in Asia as envisioned by our President,” the tourism chief added.
Meanwhile, based on the PTSA report, domestic tourism expenditure also grew by 72.3 percent, from P1.55 trillion in 2022 to P2.67 trillion in 2023.
Among forms of tourism expenditures, inbound tourism expenditure, which refers to the expenditure of non-resident visitors within the Philippines, such as foreign visitors and Filipinos permanently residing abroad, posted a whopping P697.46 billion in 2023, the highest to date registering an 87.7 percent growth from 371.58 billion recorded in 2022, also higher than the P600.01 billion in 2019.
Meanwhile, outbound tourism expenditure posted a 10 percent growth rate, from P189.29 billion in 2022 to P208.25 billion in 2023. Internal tourism expenditure, comprising inbound and domestic tourism expenditure grew by 75.3 percent, from P1.92 trillion in 2022 to P3.36 trillion in 2023.
“The results of the PSA report clearly show the enthusiasm of our fellow Filipinos in exploring and experiencing the beauty of our own country, and their profound love for the Philippines. It reflects the strong desire to support local businesses, contribute to the growth of our economy, and demonstrate the increasing appeal of the Philippines as a destination of choice for both international visitors and our fellow Filipinos abroad. It showcases the richness of our cultural heritage, the breathtaking natural wonders, and the warm hospitality that our country has to offer,” said the tourism chief.
The tourism chief noted that the new initiatives as well as the continuing yet innovative approaches done by the DOT more than two years since the new administration took office were effective not only in terms of enticing tourists by promotion, but more importantly, making the overall tourism experience worthy of an investment.
These include the flagship projects that were introduced to the public for the first time such as the establishment of the Tourist Rest Area (TRA) across strategic locations, the launch of the Philippine Experience Program (PEP) primarily to highlight emerging destinations and offerings, and the opening of the Tourist Assistance Call Center to accommodate all travel-related concerns, and the Tourism Champions Challenge to foster countrywide development of sustainable and resilient tourism infrastructure, among others.
It was also under Secretary Frasco’s helm that the DOT became very proactive in terms of equalizing tourism offerings from gastronomy, dive, film, golf, history, culture, and heritage to medical, as well as the English as a Second Language (ESL) program.|
The collaboration with the public and private sectors, especially the local government units, was also given priority to make tourism in the Philippines more inclusive.
Emphasizing that the positive numbers were a combined work of industry leaders and its workers, the tourism chief said: “We would like to express our gratitude to all stakeholders, including the tourism industry players, national government agencies, local governments, and our dedicated tourism workforce, for their invaluable contributions to this phenomenal performance of Philippine tourism. Together, we will continue to work towards a vibrant and sustainable tourism sector that benefits both our economy and our people. We will continue to focus on implementing strategic and innovative initiatives to enhance tourism infrastructure, improve visitor experiences, expand tourism development, and create more employment opportunities. By harnessing the full potential of our tourism industry, we can continue to contribute greatly to the overall development of the country and the prosperity of our fellow Filipinos.”
“We encourage everyone to support and promote tourism in our country. Let us showcase the rich cultural heritage, natural wonders, and warm hospitality that make the Philippines a destination to love,” enthused Frasco.
CONTACT: CZARINA ZARA-LOYOLA Director Office of Public Affairs and Advocacy czloyola@tourism.gov.ph
CEBU – The Philippines has emerged as an “impressive” host for the United Nations (UN) Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific.
The event has garnered positive remarks from participants and international partners for its remarkable success in promoting Filipino cuisine and culture and showcasing the rich gastronomic heritage of the country.
The event, held in Cebu, Philippines on Wednesday (June 26, 2024) received appreciation from Idoia Calleja, Director of Masters and Courses of the Basque Culinary Center (BCC), “a unique ecosystem where training, innovation, research and entrepreneurship coexist with the aim of developing and promoting gastronomy”.
Basque Culinary Center (BCC) Director of Masters and Courses Idoia Calleja
The BCC creates guidelines on how to develop gastronomy destinations. Located in Donostia – San Sebastian since 2011, it is a pioneering institution made up of the Faculty of Gastronomic Science and BCC Innovation, the Gastronomy Technological Centre.
In a press briefing, Calleja expressed being highly impressed with The Philippines’ hosting of the forum which served as a platform for exchanging ideas, sharing best practices, and promoting gastronomy tourism in the Asia Pacific Region.
“First of all, thank you. I love the performances. This is like a pilot for a two-phase for us. I am very, very impressed. As I was saying, this, mentioned before, is a way to exchange ideas, see best practices, and continue generating strong gastronomy tourism. We have the guidelines that go more concretely to the strategy. And also we are developing another initiative in our use cases to empower gastronomy tourism. So we have the steps and we are developing more and more steps,” said Calleja.
From left to right: United Nations (UN) Tourism Secretary-General Zurab Pololikashvili, Department of Tourism (DOT) Secretary Christina Garcia Frasco, and Basque Culinary Center (BCC) Director of Masters and Courses Idoia Calleja during the Press Conference of the UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific held Wednesday (Jun. 26).
Meanwhile, in the same press conference, Secretary-General of UN Tourism Zurab Pololikashvili shared the challenges faced in organizing worldwide gastronomy forums, of which he also shared the rationale behind the decision to hold the regional forum in the Philippines. He lauded Department of Tourism (DOT) Secretary Christina Garcia Frasco for successfully motivating the UN Tourism Commission to choose the Philippines as the venue for the regional forum.
“We had numerous countries asking to host this Gastronomy Forum. Also, it was very difficult to bring participants from Asia to the Americas. Additionally, we saw a demand for this kind of event and decided to create regional ones. This one is the first. Now, we are organizing across five continents. Why Cebu? Because you have a very active Minister here. It’s clear; we have 160 countries. If you ask why we didn’t do it in Japan, it’s because we did one in Nara two years ago. The Secretary was very patient and knew it was important for her country and the region. She was the perfect candidate. She made an excellent presentation explaining why we should have it here and convinced and motivated us to come. Am I right or not? We had a chance to have dinner in Cambodia, where we enjoyed an excellent Filipino dinner. This is how it works; if other countries want to host the second edition, we are here, and of course, there are criteria. First, there must be a suitable venue and a prepared team. Then, gastronomy must be a priority for the destination country. That’s it. This is how we select the locations for these events,” said Pololikashvili.
“I think we all need to promote Filipino cuisine more. What I saw this afternoon, I’ve never seen Filipino cuisine showcased like this before. I see many opportunities to promote culinary tourism in the Philippines because the best ambassadors are in restaurants and chefs. This is what we’ve seen, and we’ve had many good showcases. We can talk about how gastronomy has made countries attractive and how it has made popular destinations and local dishes different. Thank you, Secretary, and all of you who are working hard to promote your beautiful country. I love Cebu and I love the Philippines,” enthused Pololikashvili.
In a separate message during the opening ceremony, Pololikashvili also broached the possibility of establishing an educational center for gastronomy in the country: “I propose to leave a legacy after these nice days is to create something of an educational center or gastronomy center here in Cebu. After all, education is our top priority.”
To this, Tourism Secretary Frasco responded during the press conference: “If I may Secretary General, allow me now in public to confirm the Philippines’ acceptance of the Tourism Gastronomy Education Academy or Institute. We are certainly very open to any discussions, whether it be funding, curriculum, and the like. We have the support of the national government and importantly as well we have the support of those that will help us in the flourishing of this academy partnership”.
Cebu as forum host
The highlight of the event was the promotion of Filipino cuisine representing all regions of the country.
Secretary-General Pololikashvili expressed his awe at the diversity and uniqueness of Filipino cuisine, stating that he had never seen it presented in such a way anywhere else in the world. He emphasized the niche that Filipino food possesses, with its wide range of flavors, spices, and diversity.
Meanwhile, Secretary Frasco highlighted the half a millennium of history that Cebu holds. She emphasized that Cebu, as the place where the first vestiges of Filipino hospitality, kindness, and food were experienced by foreigners through explorer Ferdinand Magellan in 1521, is the perfect choice for hosting the forum.
“The efforts of our President, Ferdinand Bongbong Marcos, Jr., have been to put the global spotlight on Filipino food, as we feel that it is high time to honor the work and talent of our chefs, as well as all our partners in the tourism value chain, making Filipino food truly an exciting argument to be made as the next best thing in gastronomy tourism. I’m thrilled that United Nations Tourism, through the gracious and visionary leadership of its Secretary-General Zurab Pololikashvili, has honored our country with this opportunity. And what better place to hold it than in Cebu, where the very first vestiges of Filipino hospitality and kindness were experienced by foreigners through the explorer Ferdinand Magellan in 1521. After a long and arduous journey to circumnavigate the world, Magellan was treated to Filipino food in the form of fish, bananas, and palm wine, and a feast of meats which is well-documented in Pigafetta’s book,” said Frasco.
“Cebu has become a gateway for tourism in the Philippines, especially with the Mactan Cebu International Airport previously awarded Asia’s best airport in the under 5 million category and it serves as a MICE destination with a host of convention centers. Most importantly, Cebu is the cradle of Christianity, reflecting our diverse Filipino heritage shaped by generations of Spanish, Chinese, American, and other influences. We view this as a wonderful opportunity to advance our President’s vision for highlighting Philippine gastronomy tourism and collaborating with our fellow member nations in UN Tourism to work towards the full development of gastronomy tourism for the Asia Pacific region, ensuring it is inclusive and sustainable,” concluded the tourism chief.
CEBU, PHILIPPINES – A grand display of Cebu’s sights, sounds, and taste welcomed over 600 global delegates of the inaugural UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific as it formally opened on Wednesday (June 26) at The Marquee of Shangri-La Mactan.
Co-organized by the Philippine Department of Tourism (DOT), the UN Tourism, and the Basque Culinary Center, the event gathered participants from UN member-states, affiliate members, and tourism stakeholders from national and international organizations. A first of its kind in Asia and the Pacific the forum seeks to become a platform to celebrate the power of gastronomy tourism by bringing together destinations and international experts in an exchange of knowledge and best practices, in order to fully harness the transformative power of gastronomy tourism, especially its benefits to local communities and the environment.
Tourism Secretary Christina Garcia Frasco, UN Tourism Secretary-General Zurab Pololikashvili, BCC Director of Masters and Courses Idoia Calleja, Lapu-Lapu City Lone District Representative Ma. Cynthia “Cindi” King Chan, Lapu-Lapu City Mayor Junard Chan, UN Tourism Ambassador for Gastronomy Tourism Chef Vicky Cheng of VEA Restaurant in Hong Kong, and foreign dignitaries led the ceremonial pouring of rice into a giant pusô, a rice cake made by boiling rice in a woven pouch of palm leaves that serves as a major culinary pride of Cebuanos, one of the diverse gastronomic offerings that can be found in the Philippines.
The Philippines holds the honor of hosting this inaugural UN Tourism forum, after its election as Chair of the Commission for East Asia and the Pacific during the 55th Meeting of the UNWTO Regional Commission for East Asia and the Pacific held in Cambodia last June 16, 2023.
“We’re deeply honored by the confidence conferred upon our nation by United Nations Tourism and its member states to host this inaugural global event that brings together ministers, heads of delegation, heads of mission, experts, stakeholders, enthusiasts from over 40 countries from around the world and Asia Pacific to celebrate gastronomy, to develop and promote tourism, and to cultivate the symbiotic relationship of these two sectors that assures their and our mutual success,” Secretary Frasco said.
Educational Gastronomy Center for the Philippines eyed
In his speech, the Secretary General lauded the leadership of Tourism Secretary Christina Garcia Frasco for hosting the inaugural event, noting the warm welcome he received on his first visit to Cebu.
“This event here is a historical day because we are celebrating the first time-ever gastronomy forum in the region, and it’s not only gastronomy, it’s culture,” he said.
Polikashvili said that under his helm, he wants to leave a legacy to the organization and among his proposals is to establish an educational gastronomy center in the Philippines, particularly in Cebu as the country hosts the prestigious event for the first time. “We know that education is the top priority for your tourists, and we will support this initiative to help the progress of UN Tourism,” he added.
Calleja, meanwhile emphasized gastronomy tourism’s massive potential in promoting community’s well-being, transforming societies’ socio-economic needs, saying “Gastronomy is one of the sectors that show the way of life. When we travel, we like to discover the local cuisines, destinations, restaurants, the taste, products, traditions, and to be able to have an authentic experience,” citing how many destinations have brought gastronomy front and center, driving employment and business opportunities for the entire value chain.
She likewise expressed gratitude to the DOT under Secretary Frasco’s leadership in making the high-level forum possible.
Also speaking at the forum opening, Mayor Chan welcomed the delegates and said “Allow me [in] behalf of the peace loving Cebuanos to formally welcome you all to the historic city of Lapu-Lapu, Cebu. Looking forward to your memorable stay while you’re enjoying our food, the sun, the sand and the sea, our rich culture and history, and our warm reception and accommodation. Enjoy and have fun in Cebu. Love Cebu! Love the Philippines!”
Cebu, a fitting host for historic forum
According to Secretary Frasco, Cebu, with over half a millennia of recorded history and deeply embedded cultural heritage, serves as a ‘fitting venue’ for the delegates’ gastronomic explorations and discussions. In her opening remarks, she then took guests through a journey through Cebu’s rich history and its significance in Philippine history.
The country’s vast and varied cultural and culinary influences including from the Spanish, the Chinese, and Americans, Secretary Frasco noted, have complimented the foundation of the country’s Malay heritage and indigenous origins that have come to define the Filipino identity.
“Filipino cuisine is a diverse tapestry of flavors, reflecting regional characteristics from across our beautiful archipelago of 7,641 islands, from the globally renowned Cebu lechon and the comforting tastes of adobo and sinigang to Mindanao’s distinctive dishes like curacha, pastil, our culinary heritage is rich and varied. We also host delicacies such as balut, a fertilized duck egg, and halo-halo, a refreshing dessert composed of crushed ice, sweet beans, fruits, and leche flan. Through our food, we tell the story of the Filipino. We narrate the victories of our people, our homeland, our history,” the DOT chief shared.
Fast forward to present day, the Philippines, Secretary Frasco shared, has embraced food as a way to tell the story, victories, and history of the Filipino people.
“Food tourism is of course a growing and dynamic sector, offering enormous potential for economic growth and advancement and cultural exchange among nations. By showcasing our local flavors and culinary traditions, we invite the rest of the world to experience the heart and soul of the Filipino, the heart of the Philippines,” she added.
Exciting activities lined up for delegates of UN Tourism meetings in Cebu
Secretary Frasco and Secretary General Pololikashvili, along with the delegates of the forum ate their way through the Philippines through the Regional Lunch which featured a remarkable coming together of regional chefs from all 16 regions of the country to showcase their native dishes and exemplify the richness of Filipino flavors. The Bangsamoro Autonomous Region of Muslim Mindanao (BARMM) participated together with partners from the private sector such as Mang Inasal, Destileria Limtuaco, and Chocolate Chamber.
In her remarks at the opening program, Secretary Frasco provided delegates with a rundown of the exciting activities lined up by the DOT in partnership and through the relentless support of the Province of Cebu and stakeholders.
“We will treat all of you to a regional lunch that has been prepared by our chefs from all over the Philippines, from all regions of the Philippines, where you will get an opportunity to taste the diverse flavors of this vast tapestry of our nation. As well, our regional offices of the Department of Tourism have prepared products that reflect of indigenous culture of various influences and will give you a preview into the many reasons to love the Philippines,” Secretary Frasco said, rallying the delegates behind promoting and developing gastronomy tourism within the region through the endorsement of the Cebu Call to Action.
“Tomorrow, you will have the opportunity to get to know the Province of Cebu, in the technical tours that have been prepared in collaboration with the Cebu Provincial Government that will take you to the islands of Camotes, to the history and heritage that is well-represented in Argao and Dalaguete, as well as to our ecotourism offerings in Aloguinsan. You’ll also have the opportunity to pass by our Tourist Rest Area in Carcar City and not only will you be given a preview into the municipalities and cities that I have mentioned, but a preview into the entire Province of Cebu as under the leadership of our Governor Gwen Garcia, she has mobilized the entire province and all mayors of Cebu to give all of you the most memorable experience that you can have in Cebu here in the Philippines. That will be concluded by a gala dinner to which all of you are invited at the Cebu Provincial Capitol, the seat of power in the province, as well as a fashion show by world-renowned designer Furne Amato hosted by the Cebu Provincial Government,” Secretary Frasco revealed.
In addition to the UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific, the Philippines is hosting the 36th Joint Commission Meeting of the Commission for East Asia and the Pacific and the Commission for South Asia (CAP-CSA) on 28 June 2024.
“Finally, on Friday, we will host the prestigious 36th Joint Meeting of the UN Tourism Commission for East Asia and the Pacific and the Commission for South Asia. This event will be honored by no less our President Ferdinand R. Marcos Jr. His attendance underscores the Philippines’ stature on the global tourism arena and our commitment to fostering international cooperation and sustainable tourism development,” the DOT chief enthused.
Thanking the public and private stakeholders whose efforts have contributed to the successful launch of the forum, Secretary Frasco concluded by saying “Thank you, daghang salamat, for joining us here today and for visiting us in the Philippines. We join you in our shared aspirations to advance tourism and gastronomy in the Asia Pacific region and beyond. Let us embark on this delicious journey together with open minds, eager palates, ready to savor the rich and diverse flavors that our region has to offer.”
CONTACT:CZARINA ZARA-LOYOLA Director Office of Public Affairs and Advocacy czloyola@tourism.gov.ph
Manila, Philippines – Department of Tourism (DOT) Secretary Christina Garcia Frasco expresses her full support as First Lady (FL) Louise Araneta-Marcos on Sunday (June 09), unveils her latest cultural tourism initiative inside Manila’s Old Walled City — the Intramuros Tourist Center.
“Today, marks a momentous occasion because we’re here to inaugurate our Intramuros Tourist Center, and what a beautiful center it is! The Intramuros Tourist Center symbolizes our gateway to the past. It’s a celebration of rich history and a testament to our collective identity,” the First Lady said in her speech.
“Intramuros, with its storied walls and timeless streets, has always been a symbol of our resilience as a people. This center would add a new chapter to our legacy. It will house invaluable artifacts, tell the stories of our ancestors, and it also gives us a good reason to stroll through these historical photos without having to pretend we are lost tourists,” she added.
The Tourism Chief recognized the generous support that the Intramuros Tourist Center has received from the Office of the President through the First Lady’s initiative, which she lauds as important in the pursuit of establishing a world-class Philippine tourism experience.
“The Intramuros Tourist Center represents our commitment to preserving and sharing the unique cultural heritage of Manila. Thanks in most part to our President Ferdinand R. Marcos, Jr., and First Lady Louise Araneta Marcos, this project not only honors the past but also provides a dynamic space for our visitors to engage with the history and stories of Intramuros,” said Secretary Frasco.
Intramuros Tourist Center
The Intramuros Tourist Center is housed in the former site of San Ignacio Church, one of the original seven churches of Intramuros, and once renowned as among one of the most beautiful churches in Manila because of its Neoclassical architecture. Unfortunately, it was destroyed during the Battle of Manila in 1945.
Through an adaptive reuse project led by the First Lady, the ruins of San Ignacio Church have been transformed into the Intramuros Tourist Center funded by the Office of the President in coordination with the DOT and other government agencies, transforming the historic San Ignacio Church into a dedicated tourist hub in Intramuros. This significant initiative marks a major milestone in preserving and promoting the cultural heritage of Manila’s iconic Walled City.
The Intramuros Tourist Center will provide a window into the significant events that transpired in the history of Intramuros, starting from the precolonial era to the Spanish colonial era when Intramuros was the seat of government, to the destruction brought by World War II, and onward to the current and future development of this Walled City.
Adjacent to the Center is the Museo de Intramuros which houses the ecclesiastical collection of the Intramuros Administration, many of which were excavated from the ruins of San Ignacio Church.
“True to our mandate in DOT and as envisioned by our President, the Intramuros Tourist Center is dedicated to enriching the Philippine visitor experience,” Secretary Frasco added, citing the tourist hub’s primary aim to celebrate the vibrant heritage of Manila’s Walled City through a range of services and programs.
In addition to its historical narrative, the museum features a remarkable collection of archaeological finds, unearthed from various excavations within Intramuros. These artifacts offer tangible connections to the past, giving visitors a deeper understanding of the Walled City’s archaeological significance. The museum’s exhibits are further enriched by items from the extensive collection of the Intramuros Administration.
First Lady Louise Araneta-Marcos delivered her speech during the launch of the Intramuros Tourist Center on Sunday (June 9) at Intramuros.
The next HOHO stop
The centerpiece of the Intramuros Tourist Center is an immersive museum, designed to take visitors on a cultural journey through Philippine history. Beginning with the pre-colonial era, the museum exhibits significant cultural events during the early history of Manila, showcasing the indigenous cultures and societies that flourished in the region.
Frasco confirmed that once open to the public, the Intramuros Tourist Center will soon form part of the Hop-On-Hop-Off Manila- Cultural Hub, offering an exceptional experience for visitors and allowing them to delve deeply into the rich and diverse history of the World Travel Awards Asia’s Leading Tourist Attraction in 2022.
New tourism hub: a showcase of FBSE-trained frontliners
Beyond its role as a museum, the Intramuros Tourist Center serves as a dynamic information center that will be manned by DOT-trained tour guides, and tourism front liners trained under the signature Filipino Brand of Service Excellence training module.
Tourists can access essential resources, including guided tour information, details about ongoing events and activities within Intramuros, and services provided by the Intramuros Administration (IA), Tourists can access essential resources, including guided tour information, details about ongoing events and activities within Intramuros, and services provided by the Intramuros Administration (IA), according to its Administrator Atty. Joan Padilla.
Free to Visitors
The Intramuros Tourist Center will open its doors to the public for free starting Wednesday, 12 June 2024, in time for the commemoration of the 126th Independence Day. It will operate daily from 9 AM to 6 PM.
CONTACT: CZARINA ZARA-LOYOLA Director Office of Public Affairs and Advocacy czloyola@tourism.gov.ph
PHILIPPINES – With the rising popularity of travel shows and travel vlogging, not to mention the regular sharing of videos and photos on social media, it only takes an internet connection for anyone to see various sights and tourist attractions all over the world. And while one can virtually gain familiarity with various tastes and dishes from all over the world, nothing beats savoring the actual thing bite by bite.
As travel has become more accessible, gastronomy tourism has become a major driver for travel among tourists, with the World Food Travel Association reporting that around 80% of travelers research food and drink while visiting a destination and classifies over half (53%) of all travelers as “culinary travelers.” Further, according to a 2023 report by Booking.com, 34% of travelers prioritize restaurants and dining experiences, viewing them as gateways to understanding local traditions and lifestyles.
Recognizing travelers’ growing interest in food and the opportunities that gastronomy holds in sustainable socio-economic development, cultural exchange, and well-being, the United Nations (UN) Tourism will organize the inaugural UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific, alongside the 36th UN Tourism Joint Commission Meeting for East Asia and the Pacific and Commission for South Asia from 26-28 June 2024 in Cebu, Philippines. Hosted by the Philippines through its Department of Tourism (DOT), this highly anticipated event will be held at Shangri-La Mactan in Cebu City from 26-27 June 2024, while the 36th UN Tourism Joint Commission Meeting for East Asia and the Pacific and Commission for South Asia is scheduled on 28 June 2024 at Sheraton Mactan.
The event is expected to gather some 300 attendees including ministers from UN member-states, affiliate members, and tourism stakeholders from international organizations to exchange knowledge and best tourism practices in the Pacific, East, and South Asia regions.
The Philippines, Chair of the UN Tourism Commission for East Asia and the Pacific
Philippine Tourism Secretary Christina Garcia Frasco expressed the DOT and stakeholders’ readiness to host the preeminent UN Tourism events, highlighting the country’s hosting as a perfect opportunity for the Philippines to showcase its culinary treasures on a global stage.
“As Chair of the UN Tourism Commission for East Asia and the Pacific, the Philippines commits fully to leveraging the region’s strategic position to promote a range of initiatives that will benefit not only our country but also our neighbors, particularly, its rich and diverse gastronomy tourism portfolio. With only a few weeks left until the country’s historic hosting of the UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific, we are closely working with our partners to ensure that our forum delegates coming from all over the world will be able to immerse deep in our rich culinary traditions, and treated with nothing less than the warm hospitality that Filipinos are known for all over the world. With the full support of our President Ferdinand R. Marcos, Jr., and with all of our stakeholders working together—from the national government, our local government units and communities, our various stakeholders from the travel and tourism industry, we are optimistic for the success of the country’s auspicious hosting of these important tourism events,” Secretary Frasco said.
According to the tourism chief, the Philippines could not be a more fitting host country for the event, with the growing popularity of Filipino food across the world.
Home of the world’s best dishes
Future Market Insights valued the Philippine gastronomy tourism market at USD 5.4 billion in 2022 and it has been projected a compounded growth annually at 14.7% over the next decade. Iconic Filipino dishes such as our braised pork and chicken dish ‘adobo,’ tamarind-based sour soup ‘sinigang,’ and the ever-popular open fire-roasted ‘lechon’ and ‘sisig’ have earned praise from known food journalists in the past. For instance, the late chef and TV host Anthony Bourdain, while dining in Cebu, branded lechon the “best pig ever” and declared Pampanga’s sizzling pork medley sisig as “perfectly positioned to win the hearts and minds of the world as a whole.” Food critic Andrew Zimmern, meanwhile, has gone on record to declare Filipino food as “the next big thing” in the US as early as 2017.
The Philippines is also home to Iloilo City, a UNESCO Creative City for Gastronomy, and regions such as Western Visayas, the Cordillera Administrative Region, Pampanga, and Cebu are actively engaged in the development of Slow Food programs.
These raves, as well as the increasing popularity of Filipino and fusion food around the world as evinced by numerous awards and citations accorded to Filipino chefs, restaurants, food, chocolate, even liquor and spirits—have encouraged the Philippines’ DOT to further promote culinary tourism, recognizing the country’s vast potential as a leading gastronomy destination in Asia.
Under its National Tourism Development Plan (2023-2028) approved by the President and in line with its enhanced tourism campaign, “Love the Philippines”, the DOT is deep in developing more culinary tours and festivals, dining destinations, and food trail activities to further intensify the promotion and development of the country’s diverse gastronomy tourism offerings.
“As we intensify our diversification of the country’s tourism portfolio through multidimensional tourism, we strongly see food as a crucial element in enhancing the Philippine cultural experience. In addition to integrating food in festivals, arts and crafts, traditions, and practices, we are actively working towards supporting the development of halal/Muslim-friendly tourism, heritage villages for cultural communities, and the preservation of farms and heritage sites,” the DOT chief explained.
Serving more than just food, gastronomy tourism encapsulates a nation’s culture, history, and traditions. For the Philippines, promoting the sector drives sustainable economic growth and enhances the country’s position as a tourism powerhouse.
Aside from the day-long forum on June 26, 2024 which brings together tourism and gastronomy powerhouses to tackle policy framework for the development and promotion of gastronomy tourism, value of land and products in the sustainable development of gastronomy tourism, cost-effective and environmentally responsible strategies for reducing food waste and promoting local sourcing, successful best practices in gastronomy tourism in the Asia Pacific region, among others, the delegates will be able to sample the best of Philippine flavors through a showcase by top Filipino chefs, and get a glimpse of Cebu’s allure as a top tourist destination through a technical tour on 27 June 2024.
“The Philippines has a myriad of experiences in store for our delegates to offer tourists coming from around the world. Experiencing our food is on top of that list as it is rooted in our history and tradition. Just as the Philippines is a blend of various cultures, Filipino food mixes and melds different influences to come up with something for everyone,” the Tourism Secretary concluded.
CONTACT: CZARINA ZARA-LOYOLA Director Office of Public Affairs and Advocacy czloyola@tourism.gov.ph
In time with the celebration of World Environment Day on June 5 (Wednesday), Department of Tourism (DOT) Secretary Christina Garcia Frasco expresses gratitude for the legislative initiative aimed at amending and enhancing the existing laws governing the management and protection of the world-renowned Chocolate Hills embodied in House Bill number 10438 led by Representative Edgar Chatto and co-authored by Representatives Maria Vanessa Aumentado, Kristine Alexie Tutor, and Jose Alvarez.
The tourism chief highlighted the importance of this initiative, stating, “The Chocolate Hills are a vital part of our national heritage and an iconic tourist destination. This legislative effort underscores our collective responsibility to safeguard and sustainably develop this unique natural wonder for future generations.”
“The Chocolate Hills, a national treasure and a critical component of Bohol’s status as the Philippines’ sole UNESCO Global Geopark, are poised for improved conservation and sustainable development. The proposed bill aims to expand the composition of the Protected Area Management Board (PAMB) to include representatives from the Department of Tourism, the National Museum, Bohol’s UNESCO technical committee, the religious sector, as well as local environmental planners and architects. This inclusive and comprehensive approach ensures the protection and sustainable management of this iconic landscape,” added Secretary Frasco.
Aligned with the DOT’s commitment to sustainable tourism, the proposed amendments coincide with the vision of President Ferdinand R. Marcos Jr., as outlined in the National Tourism Development Plan (NTDP) 2023-28. “The inclusion of Senate and House representatives as ex-officio members with oversight functions will further strengthen the governance framework, ensuring effective implementation and monitoring of management plans and programs”,
The expansion of the Chocolate Hills’ protected area to include the adjacent towns of Valencia and Sierra-Bullones, thereby increasing the total count to 1,776 hills, signifies a significant step towards safeguarding more of this unique natural heritage.
“The expansion of the protected area and the inclusion of diverse stakeholders in the management board reflect our commitment to a holistic approach in preserving the Chocolate Hills. Through collective action, we can enhance its protection, sustainable development, and global recognition,” Secretary Frasco added.
“The DOT fully supports this legislative effort and looks forward to collaborating with all stakeholders to ensure the successful implementation of the proposed amendments. The Department is confident that through united efforts, the protection, sustainable development, and global recognition of the Chocolate Hills will be significantly enhanced,” enthused the DOT chief.
