(CTN News) – The Philippines is leveraging its rich and diverse culinary heritage to attract visitors, particularly from Gulf Cooperation Council (GCC) countries.
This initiative was highlighted as the country hosted the United Nations’ first regional forum on food travel, held in Cebu. This event coincided with the UN Tourism’s annual joint meeting of the Commission for East Asia and the Pacific, and the Commission for South Asia.
Co-organized by the Philippine government, the forum emphasized the importance of policies aimed at advancing culinary tourism in the Asia-Pacific region.
Philippine Tourism Secretary Christina Frasco, speaking on the sidelines of the UN meetings, expressed the country’s enthusiasm for expanding its tourism market to the Middle East through the unique flavors of Filipino cuisine.
“We greatly value the opportunity to expand Philippine tourism to the Middle Eastern market, especially by way of our Filipino flavors,” Frasco told Arab News. She noted that tourism arrivals from GCC countries had significantly rebounded following the global pandemic.
The COVID-19 outbreak had severely impacted the Philippine tourism industry, a major contributor to the national economy. However, after the shutdowns of 2020 and 2021, the industry is regaining momentum.
It is expected to soon reach the pre-pandemic level of 8.26 million visitor arrivals recorded in 2019.
One key strategy in reviving the tourism sector is the expansion of the country’s halal tourism portfolio.
Last month, for the second consecutive year, the Philippines won the Emerging Muslim-friendly non-Organization of Islamic Cooperation Destination award at the annual Halal in Travel Global Summit in Singapore.
Despite being a predominantly Catholic country, the Philippines has a significant Muslim population, making up about 10 percent of its nearly 120 million residents.
Since the beginning of the year, the country has welcomed over 2 million international travelers. Notably, there has been a 10 percent increase in visitors from GCC countries, including key emerging markets like Saudi Arabia and the UAE.
“We relish the opportunity to welcome our Middle Eastern friends to the country and we are now presently working on strategic partnerships,” Frasco said. She highlighted the Philippines’ diverse tourism offerings, which are particularly attractive to the Middle Eastern market.
These include leisure tourism products, pristine beaches, diving spots, luxury destinations, as well as health and wellness, and medical tourism options.
Philippines Current Focus
The Philippines’ latest focus is on food tourism, a growing trend in the Middle East where travelers seek authentic culinary experiences. With about 2 million Filipinos living and working in the region, Philippine stakeholders are well aware of their preferences and requirements.
“Our very talented Filipino chefs and support crew populate many kitchens all over the world as well as many tourism establishments, including those in the Middle East,” Frasco said.
“We hope to be able to fully open up opportunities for Filipino flavors to be known to the world especially.”
As the host of the UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific, the Philippines is poised to make significant strides in the culinary tourism sector, offering a taste of its rich heritage to visitors from around the globe.