The Department of Tourism (DOT) on Wednesday took a bold step in repositioning the Philippines as a premier culinary destination by officially launching the Strategic Framework and Roadmap for Food and Gastronomy Tourism, alongside the introduction of Market Tourism as a new tourism sub-product.
Held at Food Wanderer x Lakbay Museo in Ayala Malls Manila Bay, the event titled “Salo-Salo: Taste the Flavor, Experience the Culture” showcased the Philippines’ rich culinary heritage and affirmed the DOT’s commitment to supporting community-based tourism through food, culture, and local enterprise.
Tourism Secretary Christina Garcia Frasco led the launch, which brought together government officials, tourism leaders, culinary advocates, and cultural stakeholders.
“Today, the Department of Tourism affirms that truth with action. We launched the Food and Gastronomy Tourism Roadmap and Market Tourism Product Development Program, not as slogans but as strategies—designed to deliver work, build pride, and position Filipino culinary culture where it belongs, at the center of national and regional development in the eyes of the world,” Frasco said in her keynote address.
The Strategic Framework and Roadmap for Food and Gastronomy Tourism is designed to elevate Filipino cuisine as a central feature of Philippine tourism. It aims to guide public and private sectors in product development, raise global appreciation for Filipino food, promote cultural storytelling, and build a sustainable culinary tourism identity for the nation.
As part of this strategy, the DOT also introduced Market Tourism, a program that reimagines traditional public markets as cultural tourism hubs. Through specially developed product modules and capacity-building sessions, the initiative aims to empower local governments and market vendors to position their spaces as immersive cultural experiences.
Among the key contributors to the program’s content and strategy are cultural and culinary experts including Victor Estrella, Patrick John Mansujeto, Guillermo “Ige” Ramos, Chef Waya Araos-Wijangco, Elaine Saniel, Clang Garcia, Cesar Cruz, and Ivan Man Dy.
Also present were Department of Agriculture Director Junibert E. De Sagun, PAEC President and Food Wanderer x Lakbay Museo owner Dr. Lawrence Li Tan, and officials from national and local gastronomy and tourism associations. DOT Undersecretaries, Assistant Secretaries, and regional directors likewise attended the launch.
Secretary Frasco highlighted recent milestones in Philippine gastronomy tourism, including the arrival of the Michelin Guide, the hosting of the UN Tourism Regional Gastronomy Forum in Cebu, and the upcoming Terra Madre Asia Pacific in Bacolod, recently recognized as Asia’s Slow Food Hub.
She also lauded local achievements such as Iloilo City’s recognition as a UNESCO Creative City for Gastronomy, Angeles City as Asia’s Best Emerging Culinary City, and the Marang-Marang Women’s Association’s work in community-based coastal cuisine.
Senator Loren Legarda, a staunch advocate of heritage and culture, lauded the launch as “a significant milestone” for Filipino communities, saying:
“This initiative spotlights the quiet artistry of our farmers, fisherfolk, market vendors, and local cooks—individuals who sustain our communities and preserve our cultural identity.”
Her message was delivered by DOT Undersecretary Maria Rica Bueno.
After the main program, guests were treated to a sensory walkthrough of Food Wanderer x Lakbay Museo, featuring booths supported by Filipino brands such as Mama Sita’s, Mang Inasal, Destileria Limtuaco, OISHI, Oh So Healthy!, and Basimatsi.
In the afternoon, Secretary Frasco led a culinary tour of Malabon City, where she honored the city’s iconic dishes and the local stories behind them.
“Through initiatives like these, we aim to empower more communities, like Malabon, to showcase their uniqueness, to elevate local livelihoods, and to inspire greater pride in our shared heritage,” she said.
Simultaneously, another group of stakeholders experienced a Binondo Food Wok Tour, an immersive exploration of the world’s oldest Chinatown.
Frasco concluded by noting the DOT’s landmark move to include gastronomy as a central element in the National Tourism Development Plan, marking a historic shift in how the Philippines approaches tourism development.
“This is a historic moment. For the first time, gastronomy has been formally incorporated in the NTDP, not as an afterthought, but as a central pillar of our tourism strategy,” she said.
With this launch, the DOT sets the stage for a more inclusive, flavorful, and culture-rich tourism experience that positions Filipino cuisine as a global attraction.
