Philippines Promotes Regional Gastronomy and Cultural Tourism at London Travel Fair

The Philippines is expanding its international tourism campaign beyond traditional resort travel, putting a focus on culinary heritage, island adventure, and regional cultural events. Speaking at the World Travel Market in London, Marga Nograles, Chief Operating Officer of the Tourism Promotions Board Philippines, outlined seasonal destinations and cultural highlights across the Southeast Asian archipelago of more than 7,000 islands.

According to the tourism board, seasonal travel options range from whale watching in four distinct locations between December and May to high-wave watersports on Siargao Island. Nograles noted that Siargao attracts surfers between September and January, when wave heights reach approximately nine feet, alongside activities such as canyoneering and sardine run diving. Farther south, the island of Siquijor—the country's third smallest province—offers marine conservation activities including kayaking and snorkelling within the Caticugan Marine Protected Area.

The official also highlighted destinations such as Clark in Pampanga for historical and leisure travel, as well as the volcanic island of Camiguin. Camiguin, which features 14 volcanoes, waterfalls, and natural springs, was selected for The New York Times list of 52 Places to Go in 2026, marking the sole Philippine province on the list.

Food tourism represents a growing segment of the nation's strategy, supported by international recognitions. Iloilo City, home to over 300 restaurants, received a UNESCO Creative City of Gastronomy designation in 2023 and has hosted the Timplada culinary festival annually since 2021. In nearby Negros Occidental—regarded as the organic agriculture capital of the country—Bacolod became the first recognized international Slow Food Hub in the Asia-Pacific region, where local dishes such as kinilaw, a marinated raw fish speciality, are promoted at coastal sites like Carbin Reef.

The Philippines hosts more than 40,000 festivals each year, led by major regional celebrations of religious faith, agriculture, and nature. Key events highlighted by the tourism authority include the Sinulog festival in Cebu honoring the Holy Child Jesus, the harvest-focused Kadayawan festival in Davao, and the month-long Panagbenga flower festival in the northern mountain regions. The Tourism Promotions Board plans to continue promoting these regional circuits to diversify visitor traffic across the country's provinces in the coming seasons.

Written by Christiane Hofreiter christiane.hofreiter@alpineweekly.com