SM Hotels and Conventions Corp. (SMHCC) is turning gastronomy into a tourism strategy, using its hotel network to give travelers more reasons to stay longer, explore regional destinations, and spend more on experiences tied to Philippine food and culture.
The hospitality arm of SM Prime Holdings Inc. is expanding its “Gateway to Gastronomy” campaign through Filipinas, a culinary experience at Conrad Manila led by seven Filipina chefs. The initiative is designed to make hotels part of the destination experience, rather than simply places where travelers stay between sightseeing trips.
The strategy aligns with the Department of Tourism’s Food and Gastronomy Tourism Roadmap 2024–2029, which seeks to establish the Philippines as a leading gastronomic destination in Southeast Asia.
For SMHCC, food can help turn a short hotel visit into a longer stay by giving guests additional experiences to seek out, particularly those rooted in regional ingredients, culinary traditions, and local communities.
“By bringing together regional ingredients, Filipino culinary stories, and the creativity of our chefs, we are not only showcasing what makes our cuisine distinct,” said Leah Magallanes, SMHCC vice president for food and beverage, quality, and sustainability.
Filipinas will debut at Brasserie on 3 on Sept. 12 as a one-day, seven-course chef’s table. Its menu moves across the archipelago through ingredients including Cordillera etag, Western Visayas batwan, Negros black heirloom rice, Bicol labuyo, and Davao cacao. A four-course set menu will also be available starting the same day.
SMHCC is extending the approach across its properties. Taal Vista Hotel offers a heritage-inspired culinary journey linked to Filipino heroes, while Pico Sands Hotel highlights local ingredients and fishing communities. Other hotels feature experiences rooted in Central Luzon, Western Visayas, Negros Occidental, and Mindanao.
The strategy creates a broader tourism proposition. A traveler drawn by a culinary experience may stay an extra night, visit a local producer, explore a nearby community, or return for another food-focused event.
By putting gastronomy at the center of the hotel experience, SMHCC is seeking to make food not just part of the trip, but a reason to extend it.
