DOT serves up a bold vision for food and gastronomy tourism in The Philippines

MANILA, PHILIPPINES – The Department of Tourism (DOT) officially launched a bold new initiative on May 28 that redefines how the world tastes the Philippines. Aptly named Salo-Salo: Taste the Flavor, Experience the Culture, the event marked the rollout of two landmark programs: the Strategic Framework and Roadmap for Food and Gastronomy Tourism and the official introduction of Market Tourism as a fresh sub-product within the country’s evolving tourism landscape.

Held at the immersive Food Wanderer x Lakbay Museo in Ayala Malls Manila Bay, the twin launch was spearheaded by Tourism Secretary Christina Garcia Frasco, the celebration drew culinary leaders, government officials, cultural champions and hospitality figureheads.

“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,” Tourism Secretary Christina Garcia Frasco said in her keynote address.

The Strategic Framework and Roadmap for Food and Gastronomy Tourism is designed to position Filipino cuisine at the heart of Philippine tourism. It aims to guide public and private stakeholders in developing food and gastronomytourism, foster deeper appreciation of Filipino gastronomy both locally and globally, support storytelling that reflects the cultural diversity of Filipino communities and contribute to a distinctive and sustainable tourism identity for the Philippines.

Alongside this, the DOT officially launched Market Tourism as a new sub-product of Food and Gastronomy Tourism. The program is designed to equip local government units, tourism officers, and stakeholders with tools to reimagine traditional public markets as cultural tourism destinations.

During the opening program, Senator Loren Legarda, Chairperson of the Senate Committee on Culture and Arts and a staunch advocate for heritage preservation, lauded the initiatives as “a significant milestone” in the empowerment of local communities: “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.”

“Let us ensure that when the world tastes the Philippines, it is our truth they savor—unfiltered, heartfelt, and beautifully ours,” the Senator said in her message delivered by DOT Undersecretary Maria Rica Bueno.

Central to this effort are product development modules, authored by a multidisciplinary team of tourism professionals, cultural workers, and culinary advocates: Victor Estrella and Patrick John Mansujeto; Guillermo “Ige” Ramos, author, book designer, visual artist, and independent food researcher; Chef Waya Araos-Wijangco, a known food activist; Elaine Saniel, Deputy Executive Director of the Nayong Pilipino Foundation; Clang Garcia, the Philippine Ambassador to the World Food Travel Association; Cesar Cruz, former president of the Philippine Tour Operators Association (PHILTOA); and Ivan Man Dy, founder of Old Manila Walks. Through these modules and accompanying capacity-building sessions, the program aims to sustainably transform select public markets into vibrant community-based tourism hubs that celebrate Filipino identity, tradition, and enterprise.

Among the guests in attendance were Department of Agriculture (DA) Director Junibert E. De Sagun and Philippine Amusement and Entertainment Corporation (PAEC) President and CEO and owner of Food Wanderer x Lakbay Museo Dr. Lawrence Li Tan. Also present were presidents and officials of various national and local gastronomyandtourism associations. DOT Undersecretaries, Assistant Secretaries, and Central and Regional Directors, as well as heads of Attached Agencies also showed their support for the event.

Following the official launch, guests were treated to a multisensory walkthrough of Food Wanderer x Lakbay Museo. Along with the interactive food stations made possible through support from Filipino brands such as Mama Sita’s, Mang Inasal, Destileria Limtuaco, OISHI, Oh So Healthy!, and Basimatsi, module writers introduced the modules under the Market Tourism Program, allowing the guests to know more about the program, the market as an asset, its contribution to culture, and its possible integration to tourism.

Later in the day, Secretary Frasco led stakeholders through a culinary tour of the City of Malabon, where Mayor Jeannie Sandoval and local officials welcomed the group.

“Long known for its distinct and beloved delicacies, Malabon tells a powerful story of Filipino identity—where every recipe holds memory, and every bite carries history. Today, we honor the vendors, the cooks, the families, and the generations that have kept these culinary traditions alive. 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,” Secretary Frasco said.

Meanwhile, the DOT also treated another group of stakeholders to a Binondo Food Wok courtesy of Old Manila Walks, an immersive culinary and cultural tour through the world’s oldest Chinatown.