Filipino cuisine is making a pitch for a bigger place on Europe’s travel menu, and the potential price tag is substantial. A total P772.8 million in sales leads generated by Philippine tourism promotions in Paris.
The Department of Tourism (DOT) said two culinary-focused events in September brought Filipino flavors to French and European travel buyers, positioning food as another reason to visit the Philippines beyond its familiar draws of beaches, islands, and sunshine.
The push comes amid growing international recognition of Filipino cuisine, amplified by the inaugural MICHELIN Guide Philippines in 2025. The strategy is to turn a meal into a travel itinerary, and a dining experience into a reason to book a flight.
At the International and French Travel Market (IFTM) Top Resa, held Sept. 15 to 17, the Philippine delegation generated P526.9 million in potential sales leads. A dedicated MICHELIN Guide section showcased travel packages incorporating Filipino dining experiences, linking the country’s culinary offerings with broader tourism itineraries.
The Philippine Culinary Showcase, held Sept. 14 to 16, contributed another P245.9 million in projected sales leads.
More than 100 culinary industry representatives attended the showcase, which featured an eight-course tasting menu by Chef Aaron Isip, founder of MICHELIN-starred Kása Palma, and Paris-based Filipino chef Erica Paredes. Their contemporary interpretations of Filipino flavors offered European buyers a taste of how the country’s food traditions can be presented to international travelers.
Beyond the kitchen, the DOT held business meetings with European tourism stakeholders to promote emerging destinations and specialized travel packages.
The distinction between sales leads and actual bookings, however, matters. The P772.8 million figure represents potential business, not confirmed tourism revenue. Converting that interest into arrivals will depend on pricing, accessibility, and how effectively travel operators package the experience.
The opportunity is worth pursuing. The Philippines recorded 65,002 visitor arrivals from France as of Oct. 17, 2026, based on eTravel data.
For Philippine tourism, the next course is to make the country’s cuisine more than something visitors try while traveling. Make it part of the reason they come.
