The next big draw in Philippine tourism may not be a beach, a mountain or a postcard-perfect sunset. It could be what’s on the menu.
SM Hotels and Conventions Corp. (SMHCC) is rolling out a nationwide culinary tourism campaign that puts Filipino cuisine at the heart of the travel experience, wagering that authentic regional flavors can entice more visitors while creating fresh business opportunities for local food producers.
Called Gateway to Gastronomy, the initiative transforms the group’s hotels into showcases of the country’s rich culinary heritage, aligning with the Department of Tourism’s Food and Gastronomy Tourism Roadmap 2024–2029, which seeks to position the Philippines as Southeast Asia’s next premier food destination.
The move comes as food tourism emerges as one of the fastest-growing segments of global travel, with travelers increasingly planning trips around local dining experiences rather than traditional sightseeing.
“Every destination has a story to tell, and food is one of its most powerful storytellers,” said Leah Magallanes, SMHCC vice president for Quality and Sustainability. “Through Gateway to Gastronomy, we celebrate the richness of our local culinary traditions while supporting the Department of Tourism’s vision of making Philippine gastronomy a compelling reason to travel.”
For SMHCC, the campaign is more than a hospitality offering. It is a business strategy that broadens hotels’ role from providing rooms to becoming marketplaces for local agriculture, fisheries and food enterprises.
The initiative encourages participating hotels to source ingredients from farmers, fisherfolk, artisans and regional producers, creating new demand for local products while helping preserve traditional recipes and cooking techniques.
Guests can sample heritage-inspired dishes at Taal Vista Hotel, sustainably sourced Batangas seafood at Pico Sands Hotel, Pampanga specialties at Park Inn Clark, Ilonggo heirloom recipes in Iloilo, Negrense favorites in Bacolod, Mindanao delicacies in Davao, and contemporary Filipino cuisine at Lanson Place Mall of Asia.
As competition for travelers intensifies across Southeast Asia, SMHCC is betting that Filipino cuisine can become a powerful tourism asset, turning every meal into an invitation to explore the country, support local communities and keep visitors coming back for another helping.
