Culinary & Faith Tourism for Success

The Michelin Guide, a hallmark of fine dining, has been instrumental in steering the course of culinary tourism. Just as a lighthouse guides ships to safe harbors, the Michelin Guide illuminates the path for food enthusiasts to gastronomic delights. This phenomenon is akin to how a country’s unique cuisine can attract tourists, enriching both their palates and the nation’s economy.

Affordability and flavor, we value the experience of dining.

Today’s youth appreciates local meals as their comfort food. This reminds them of their home and families.

Birthday celebrations are more special when we entertain guests.

A recent survey revealed that Japan leads the pack in food tourism with a score of 56% in 2023, up from 54% in 2022. Thailand follows closely at 44%, marking a significant increase from 38%. China, South Korea, and Hong Kong also feature in the top five, demonstrating the growing allure of Asian cuisine on the global stage.

In addition to food, cultural and religious festivals also play a pivotal role in attracting tourists. A prime example is Thailand’s Songkran Festival. Recognized by UNESCO as a cultural heritage, Songkran has transcended borders with the Thai government launching multilingual versions of Songkran songs. This innovative approach has not only helped global audiences understand the festival better but also boosted tourism, with over 500,000 foreign tourists expected this year, generating more than 24 billion baht in revenue.

Drawing parallels, the Philippines, blessed with a rich culinary tradition and vibrant festivals, can employ similar strategies. Filipino cuisine, with its unique flavors and textures, has topped numerous surveys and rankings. One such delicacy is ‘Lechon’, a whole roasted pig, which is often the centerpiece of Filipino festivities and has been acclaimed globally.

Festivals like Ati-atihan, Dinagyang, and Panagbenga, akin to Thailand’s Songkran, can be leveraged to attract tourists while preserving cultural heritage. Infrastructure development, affordable travel, and collaborations with local hotel associations like PHILTOA and BARO, and travel agencies like BATA, can further boost tourism.
The upcoming Singkaban Festival in September, organized by PHACTO, presents an excellent opportunity to showcase the country’s cultural richness and culinary delights to the world. By integrating food and cultural tourism, the Philippines can chart a course towards a thriving economy, much like a well-prepared dish leaving a lasting impression on a diner’s palate.