At present, there is no realistic way to flip international tourism arrivals in our favor against some of our neighbors—even with eased visa restrictions, increased tourism promotion budgets, and lower airfares. What is achievable, however, is competitiveness. And by competitiveness, we mean narrowing the gap to a difference of no more than one or two million arrivals.
The Philippines is the only ASEAN member with no land borders shared with another country. All other member states benefit from road and rail connectivity, offering tourists easier and more affordable access through cross-border travel.
During the recent ATF TRAVEX NTO briefings, it became evident that countries at the lower rung—Cambodia, Myanmar, and Lao PDR—are aggressively strengthening their infrastructure to support cross-border tourism, particularly with neighboring states and tourism powerhouse China. Notably, several of these projects are being funded by China. By 2030, I foresee Cambodia—assuming it resolves its border conflict with Thailand—overtaking Philippine tourist arrivals, with Lao PDR steadily closing in.
To remain competitive, the Philippines must focus on its unique selling points. What are these? Cruising, gastronomy, natural resources, world-awarded beach destinations and dive sites, the absence of border conflicts, and a strong domestic tourism market.
For clarity, let us focus on just one: gastronomy.
How can gastronomy become a strategic advantage? As a foodie for many decades, I invite readers to wander—at least in imagination—across the provinces of Luzon, from north to south, east to west. One encounters an astonishing variety of traditional dishes, including pinikpikan, bagnet, dinuguan, igado, kalderetang kambing, etag, pinakbet, dinengdeng, papaitan, tocino, sisig, bringhe, hito dishes, betute, Bicol Express, laing, kinunot, sinantolan, ulawo, pinangat, kandingga, balut, adobong itik, bulalo, tapang Taal, tawilis, gotong Batangas, countless variations of sinigang and adobo, multiple types of longganisa, and an endless array of river fish.
And this is just Luzon. The Visayas and Mindanao offer equally rich and distinct culinary landscapes. Add exotic fruits and traditional sweets to the mix, and place them side by side with Thai, Malaysian, or even Singaporean cuisine—after three days, one may find those offerings far less exciting by comparison.
Now, with the Michelin Guide recognizing the Philippines as an emerging culinary destination, we should seize this unsolicited and powerful endorsement—and build on it decisively.
