As the world becomes more interconnected, gastronomy has emerged as a key motivator for travelers. The World Food Travel Association reports that approximately 80% of tourists research culinary options when visiting new places, with more than half (53%) identifying as “culinary travelers.” Additionally, a 2023 Booking.com study found that 34% of tourists place a high priority on dining experiences, recognizing them as essential for experiencing local culture and traditions.
In response to this burgeoning interest in culinary travel, the United Nations (UN) Tourism will launch its first UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific. This will coincide with the 36th UN Tourism Joint Commission Meeting for East Asia, the Pacific, and South Asia, set to take place from June 26-28, 2024, in Cebu, Philippines. The Department of Tourism (DOT) of the Philippines will host these prestigious events at the Shangri-La Mactan in Cebu City on June 26-27, 2024, with the Commission Meetings following on June 28, 2024, at the Sheraton Mactan.
The forum is anticipated to attract around 300 participants, including ministers from UN member states, affiliate members, and influential figures from international organizations, all gathering to share insights and best practices in tourism across the Pacific, East, and South Asia.
The Philippines, as the Chair of the UN Tourism Commission for East Asia and the Pacific, is preparing to showcase its rich culinary heritage to the world. Philippine Tourism Secretary Christina Garcia Frasco has assured that the country is ready to host these significant UN Tourism events, viewing it as an unparalleled opportunity to highlight Filipino gastronomy on the international stage.
“As Chair of the UN Tourism Commission for East Asia and the Pacific, the Philippines commits fully to leveraging the region’s strategic position to promote a range of initiatives that will benefit not only our country but also our neighbors, particularly, its rich and diverse gastronomy tourism portfolio. With only a few weeks left until the country’s historic hosting of the UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific, we are closely working with our partners to ensure that our forum delegates coming from all over the world will be able to immerse deep in our rich culinary traditions, and treated with nothing less than the warm hospitality that Filipinos are known for all over the world. With the full support of our President Ferdinand R. Marcos, Jr., and with all of our stakeholders working together—from the national government, our local government units and communities, our various stakeholders from the travel and tourism industry, we are optimistic for the success of the country’s auspicious hosting of these important tourism events,” Secretary Frasco said.
The Philippines is an ideal host for the forum, as Filipino cuisine gains international recognition. Future Market Insights estimates the Philippine gastronomy tourism market at USD 5.4 billion in 2022, with an expected annual growth rate of 14.7% over the next decade. Renowned dishes like adobo, sinigang, lechon, and sisig have received global acclaim from eminent food critics, including the late Anthony Bourdain and Andrew Zimmern. Iloilo City’s designation as a UNESCO Creative City for Gastronomy and the development of Slow Food programs in various regions further underscore the country’s culinary significance.
The DOT’s National Tourism Development Plan (2023-2028) and the “Love the Philippines” campaign aim to enhance the nation’s gastronomic appeal through culinary tours, festivals, and food trails, while also fostering sustainable and inclusive tourism initiatives.
Gastronomy tourism offers more than just food; it embodies a nation’s heritage and values. For the Philippines, promoting this sector is a pathway to sustainable economic progress and a strengthened tourism industry.
The forum on June 26, 2024, will address policy frameworks, sustainable development, and best practices in gastronomy tourism. Delegates will also enjoy a display of Filipino culinary excellence and explore Cebu’s charm through a technical tour on June 27, 2024.
“The Philippines has a myriad of experiences in store for our delegates to offer tourists coming from around the world. Experiencing our food is on top of that list as it is rooted in our history and tradition. Just as the Philippines is a blend of various cultures, Filipino food mixes and melds different influences to come up with something for everyone,” the Tourism Secretary concluded.