The Philippine Department of Tourism – Los Angeles (PDOT-LA) office invites qualified companies to submit proposals for the implementation of the Food and Gastronomy Tourism Product Development and Activation for the US Market.
REQUEST FOR PROPOSALS – TERMS OF REFERENCE
I. BIDDERS:
Event Management Companies, PR/Publicity Companies, Media and Communication Agencies, Marketing and Creative Agencies, Travel Companies, Culinary Event Specialists
II. PROJECT TITLE AND DESCRIPTION:
Food and Gastronomy Tourism Product Development and Activation for the US Market
III. IMPLEMENTATION PERIOD:
September to December 2026
IV. FUND SOURCE:
DOT-Office of Product Development
V. BACKGROUND AND RATIONALE
The Department of Tourism (DOT) is committed to preserving and promoting Filipino cuisine as a vital expression of the nation’s cultural heritage. Amid growing global competition in culinary tourism, the DOT continues to explore strategies to sustain Filipino food traditions, encourage local and international appreciation of Philippine dishes and products, and enhance the country’s visibility within the global culinary landscape.
Aligned with the 2023-2028 National Tourism Development Plan (NTDP), Food and Gastronomy Tourism is recognized as one of the important products under the primary tourism product: Cultural Experiences. The NTDP highlights food explorations and cooking classes as among the top travel motivations for tourists, underscoring the role of gastronomy in deepening cultural engagement. This focus complements ongoing efforts to promote festivals, arts and crafts, halal/Muslim-friendly tourism, heritage villages, and agricultural and cultural preservation initiatives, ensuring that food remains central to shaping uniquely Filipino travel experiences. To strengthen global recognition of Philippine gastronomy, the DOT acknowledges the strategic role of its Foreign Offices in Los Angeles, Korea, and Japan. These offices serve as vital channels for introducing Filipino culinary narratives to international markets with strong interest in Asian cuisine. Through coordinated efforts in mapping, packaging, and promoting culinary and cultural assets broad, the DOT aims to build deeper cultural connections, stimulate inbound tourism, and position Filipino cuisine as a compelling and competitive element of the country’s tourism identity.
VI. OBJECTIVES
- Promote Filipino gastronomy in key international markets
- Develop and package market-ready food and gastronomy tourism products
- Strengthen international partnerships and engagements with travel trade, culinary institutions, media, influencers, and Filipino communities abroad
- Showcase the diversity and authenticity of regional Filipino cuisine
- Increase inbound tourism for food- and culture-driven travel
VII. PROJECT DETAILS
A. ‘EATSperience Philippines: Where Flavor Meets Culture’ Consumer Activation (October 2026)
PDOT-LA will participate in a major food and gastronomy tourism event in Los Angeles with a minimum expected attendance of 2,000 guests. The event will be open to the public, either free or ticketed, and will feature a dedicated Philippine booth showcasing the country’s culinary tourism offerings and trade opportunities.
A partner Filipino restaurant, chef, or company will be invited to provide a tasting of Filipino food specialties, products, and/or beverages to highlight the Philippines’ diverse cuisine.
The event will be implemented in collaboration with the Philippine Trade and Investment Center-Los Angeles (PTIC-LA) to ensure coordinated promotion of Philippine cuisine, culinary enterprises, and tourism-related trade initiatives.
B. ‘EATSperience Philippines: Where Flavor Meets Culture’ Taste Workshop for Trade and Media (October 2026)
A workshop will be organized in Los Angeles for thirty (30) trade and media professionals, featuring Philippine gastronomy and key local ingredients or high-value crops such as ube, coffee, cocoa, and calamansi. The program will highlight Philippine destinations and curated culinary tour roducts. The event will be implemented in collaboration with the Philippine Trade and Investment Center-Los Angeles (PTIC-LA).
A Filipino guest chef (or chefs) will conduct live cooking demonstrations and workshops utilizing the abovementioned ingredients and will prepare canapes or light bites for attendees. PDOT-LA, PTIC-LA, and partner stakeholders will deliver presentations on Philippine tourism, gastronomy, culinary tour offerings, and trade opportunities.
A tourism and product exhibit will also be set-up at the venue to promote Philippine destinations, cuisine, and local ingredients to trade and media participants.
C. Filipino Restaurants Interactive Map (September-December 2026)
An interactive map of Filipino restaurants in Los Angeles will be developed in partnership with PTIC-LA and the Philippine Consulate General in Los Angeles. The map will serve as a comprehensive guide featuring restaurant menus, locations ,recommendations, and other relevant information for consumers and industry stakeholders.
D. Marketing and Media Exposure
A comprehensive marketing and media exposure plan shall be developed and implemented to amplify the reach, visibility, and overall impact of the Food and Gastronomy Tourism Product Development and Activation for the US Market. This component will include the formulation of a detailed marketing and media plan covering strategy, messaging, target audiences, content development, and channel deployment.
The plan will guide coordinated pre-event promotion across email, newsletters, social media platforms, and print media for all scheduled events and activities, ensuring consistent branding and sustained audience engagement.
VIII. SCOPE OF WORK/DELIVERABLES
The Service Provider shall undertake the complete planning, management, execution, documentation, and reporting of the Food and Gastronomy Tourism Product Development and Activation for the US Market, ensuring seamless coordination with PDOT‑Los Angeles, culinary partners, and invited stakeholders. All components shall be delivered in accordance with PDOT branding and the agreed terms of the contract.
A. Event Management and Execution
The service provider shall manage all the components and full life cycle of the project- from conceptualization to post‑event reporting. This includes developing a detailed work plan, run‑of‑show, and implementation schedule; coordinating with organizers for venue requirements; and ensuring all
logistical, technical, and operational elements are delivered on time. The provider shall oversee ingress and egress, manage on‑site staff, facilitate registration and guest handling.
B. Venue and Requirements
The service provider shall identify, evaluate, and secure appropriate venues for each activity. This includes conducting availability checks, negotiating rates, ensuring compliance with PDOT-LA requirements, and coordinating venue contracts and permits. The provider shall manage all venuerelated arrangements, including layout planning, ingress/egress coordination, and liaison with venue management before, during, and after each event.
The provider shall also coordinate with the chef(s) on all culinary requirements, including ingredient sourcing, kitchen support, food safety compliance, and tasting distribution.
C. Physical Set-Up
The service provider shall design, install, and manage the complete physical set-up required for each activity. This includes tables, chairs, staging, registration areas, directional signage, décor, and thematic elements aligned with DOT branding and event objectives. All physical components must be installed safely, professionally, and within the agreed timeline, and dismantled promptly after the event.
D. Technical, Audio-Visual, and Production Requirements
The service provider shall supply and operate all technical equipment necessary for event execution. This includes sound systems, microphones, projectors, LED screens, laptops, lighting systems, and electrical distribution. The provider shall conduct pre-event testing, provide on-site technical support, and ensure uninterrupted technical operations throughout the program.
E. Branding and Creative Development
The service provider shall conceptualize and produce all agreed event branding materials. Deliverables may include key visuals, backdrops, presentation templates, printed program sheets, information cards, and other required collaterals. All materials must adhere to DOT’s branding guidelines, be culturally appropriate, approved by PDOT-LA prior to production, and delivered within the agreed timeline.
F. Invitations and Guest Management
In collaboration with PDOT-LA, the service provider shall identify, validate, and engage appropriate travel trade, media, culinary institutions, and strategic partners. Responsibilities include preparing invitation content, disseminating invitations through approved channels, tracking RSVPs, issuing confirmations, and maintaining an accurate attendee list. The provider shall ensure that the target of thirty (30) trade and media guests is met and that all invited stakeholders receive timely communication and support.
G. Event Documentation
The service provider shall provide comprehensive documentation of all activities, including photos, videos, highlight reels, and attendance records. Documentation must be high-quality, well-organized, and suitable for reporting, archiving, and promotional use.
H. Licenses, Permits, Insurance
The service provider shall secure all required licenses, permits, and regulatory clearances for the project, including those related to venue use, event operations, food handling, alcohol service (if applicable), and local health and safety compliance. All approvals must be obtained prior to implementation and made available to PDOT‑LA upon request.
The provider shall also maintain appropriate insurance coverage, including general liability, workers’ compensation, and any event‑specific policies required by venues or local regulations. Proof of insurance must be secured before project commencement, and all subcontractors shall carry adequate coverage consistent with industry and regulatory standards.
I. Post-Event Reporting
The service provider shall prepare and submit a final overall report containing:
- Summary of activities
- Attendance analysis
- Media reach and amplification metrics
- Stakeholder feedback
- Recommendations for future product development and activations
All reports must be submitted within the agreed timeline and in a format compliant with DOT reporting standards
IX. MINIMUM QUALIFICATIONS FOR BIDDERS / PROPONENTS
- Legally registered company with office in the U.S.
- Minimum three (3) years experience in PR, event management, media, public relations, publicity, or destination marketing
- Demonstrated experience with government agencies or tourism boards
- Proven capability in stakeholder engagement, culinary events, or cultural promotions
X. DOCUMENTARY REQUIREMENTS
- Detailed proposal with strategy and work plan
- Company profile
- Portfolio and case studies of previous similar projects
- Copy of company registration documents and licenses
XI. CRITERIA FOR RATING
| Requirement | Description | Points |
| 1. Compliance with the Terms of reference (TOR) | Completeness and adherence | Pass/Fail |
| 2. Technical Proposal | Strategy and work plan | 65 points |
| 3. Relevant Experience | Track record in events, PR, publicity, culinary, tourism | 30 points |
| 4. Government and Tourism Board Experience | +1 point per project (maximum 5) | 5 points |
| Total | 100 points |
XII. APPROVED BUDGET FOR CONTRACT
The total allocated budget for the project is PHP4,500,000.00 or USD73,647.46 inclusive of all applicable fees and excluding taxes (PDOT-LA will provide a copy of tax exemption document).
The winning bid shall be based on the LOWEST CALCULATED AND RESPONSIVE BID. However, PDOT-LA retains the discretion to award the contract to the bidder offering the most financially advantageous proposal, provided that the bid amount does not exceed the approved budget.
XIII. TERMS OF PAYMENT
To be agreed upon by PDOT-LA and the selected proponent.
Required documents for payment:
- Signed and notarized contract
- Invoice
- Post-Event Report
- Documentation files
- Certificate of Satisfactory Services Rendered
XIV. TIMELINE AND SCHEDULE OF WORK:
August 28, 2026: Posting of Request for Proposals and Terms of Reference
September 11, 2026: Deadline for submission of proposals
September 12-18, 2026: Evaluation and Notice of Award
September 19-25, 2026: Contract signing and Notice to Proceed
September 26-December 11, 2026: Implementation
Within 10 working days post-event: Submission of Post-Event Report
XV. CONTACT PERSON
GENESIS RAENANI G. REÑOS
Tourism Officer/Administrative Officer
Philippine Department of Tourism-Los Angeles
Email: gen@philippinetourismla.org
Address: 3250 Wilshire Boulevard, Suite 707, Los Angeles, California 90010
