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PHILIPPINE
GASTRONOMICAL
TOURISM

Compiled by:
MELVIN G. MARCELO, MSHM

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About the Author…

Professor Melvin Gaboni Marcelo is an Instructor III in the College of Hospitality

Industry. He has enrolled a Doctor in Hospitality Management from Philippine
Womens’s University earned his Master’s degree in Hospitality Management at the Our
Lady of Fatima University and is Bachelor of Technology in Hotel and Restaurant
Management at the University of Rizal System Cainta Campus. Professor Marcelo has
ample experience in Foreign Language and at University level.

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GASTRONOMY IN THE PHILIPPINES AND ITS
IMPACT

LEARNING OUTCOMES:
At the end of this course, the students are expected to:
Cognitive: Acquire knowledge on the culinary arts of the
Philippines and its origin;
Affective: Appreciate the art of preparing food;
Psychomotor: Relate the significance of food to the individual
person; Compare the similarity and differences of culinary arts
of each of the region.

INTRODUCTION
There is a Filipino saying that if you want a 100% sure
profitable business in the Philippines then it must be food-
related. Filipinos love to eat. Filipinos generally eat at least
5 times a day, 3 complete meals and 2 snacks. Philippine cuisine
is a mixture of various influences such as Mexican, Spanish,
Chinese, Indian, Japanese and Arab.

A complete meal is normally a combination of rice (steam or

fried) and at least one viand. Fried rice (using leftover rice)
is usually served during breakfasts. Most common cooking methods
in the Philippines are adobo (cooked in soy sauce, garlic and

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vinegar), sinigang (boiled with a tamarind base), nilaga (boiled
with onions), ginataan (cooked using coconut milk), and pinaksiw
(cooked in ginger and vinegar) all using one of these: pork,
chicken, beef, fish and sometimes vegetables.

Provinces in the Philippines have their own specialties and

dishes that they truly brag about. These regional delicacies are
usually prepared during fiestas (local festivity to honor a
saint) and some serve as main source of income for localities
that are even exported to other countries. Famous regional
specialties are some typical:
Batangas
Kapeng Barako – very strong coffee

Bicol
Bicol Express – cooked with lots and lots of pepper

Bulacan
Chicharon – pork rinds

Cebu
Lechon – roasted pig, famous during weddings and other grand
celebrations
Ilocos Region
Pinakbet – boiled vegetables with bagoong (fermented anchovy
paste) Jumping salad – small, live shrimps marinated in vinegar

Laguna
Buko pie – coconut pie

Pampanga
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Longganisa – sweet and spicy sausage Tocino – sweetened-cured
pork Kare-kare

The Culture, Traditions, and Heritage of Philippines

The culture of the Philippines is greatly characterized by a
diverse mixture of various nations that have occupied the country
since the dawn of its civilization. Spanish, American, Malay,
Chinese and Islam traditions have immense influences on different
aspects of the Filipino culture.
Intimate family bond is upheld to the highest degree.
Consequently, respect for parents and elders are extremely
valued. A Filipino character is highly defined on how he/she
respect his or her family and elders. Superstitions and other
cosmic beliefs such as Feng Shui that are brought by the Chinese
are still common and somehow affect decision makings of some
Filipinos.
There are at least 7 national holidays in the Philippines. Since
the majority of the population belongs to the Roman Catholic
Church, the Lenten season is an important celebration and
symbolizes a good opportunity for Filipinos to meditate. It is
nearly a one-week holiday from their works and other
responsibilities where most Filipinos prefer to reflect and take
a vacation. The Philippines holds the record for the longest
Christmas season. As early as September Filipinos are already
preparing their gift lists, and some are actually buying them.
Artistic paintings and emergence of Filipino artists began during
the 17th century at the time of the Spanish era. Artists like
Luna, Fernando Amorsolo, Hugo C. Yunzon and Zobel made
significant contributions to Philippine art.

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Filipino delicacy is a product of influences by Spanish and Asian
cuisines. A typical Filipino meal comprise of rice either boiled
or fried, and one or more viand or dish. The use of a spoon and
fork is common in Filipino culture.
Sipa is the national sports of the Filipinos. Basketball,
billiards, volleyball, badminton, patintero, chess are amongst
popular recreation sports enjoyed by most Filipinos.

Best Places to Visit in Philippines

The Philippines has been known for its natural wonders and
highly-preserved tourist destinations. I listed down my top 5
sites to visit in the Philippines, check them out.
Banaue Rice Terraces

Locally known as Hagdan-Hagdanf Palayan, the Banaue Rice Terraces

are 2000-year old terraces carved into the Ifugao Mountains. It
is sometimes dubbed as the “Eight Wonder of the World”. in 1995,
it is declared a UNESCO World Heritage Site.

Boracay Island, Aklan

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The tropical island of Boracay lies about 315 km (200 miles)

south of Manila in the Western Visayas region of the Philippines.
Aside from its famous white sand beaches and crystal-clear blue
waters, it is home to the world-class 18-hole par 72 golf course
conceptualized by Graham Marsh. Boracay also hosts various
sporting events and festivities every year such as the Asian
Windsurfing Tour, Dragon Boat Racing, Open Asian Beach Ultimate
Tournament, Ati-Atihan Festival and many more.

Chocolate Hills, Bohol

Composed of 1,268 perfectly cone-shaped hills of almost the same

size, the Chocolate Hills is a very unusual geological formation.
It is covered in green grass but turns brown throughout the dry
season. It is one of the country’s National Geological Monuments.

El Nido, Palawan

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A fourth class town and marine reserve park in Palawan, El Nido

comprises of 45 islands and islets with breathtaking views and
amazing coastlines. Its resorts are acclaimed internationally. It
was categorized by the National Geographic Center for Sustainable
Destinations as “doing well” with its 4th Destination Scorecard
survey. Conde Nast Traveler magazine dubbed the El Nido’s
beaches, islets and coves as the best in Asia.

SM Mall of Asia, Metro Manila

Popularly known as MOA, the SM Mall of Asia is the 3rd biggest

shopping mall in the world according to Forbes Magazine. It has
600 shops, 150 dining establishments and a parking space enough
for 5,000 cars. Attractions within MOA that you should not miss
include: first IMAX Cinema Complex in the country; an Olympic-
sized ice skating rink; open-air Music Hall directly facing the
sea; and a P313-milllion Science Discovery Center, the first of
its kind in the world which will feature a digital planetarium.

Gastronomy Tourism, a Rising Form of Tourism

The World Tourism Organization (UNWTO) defines gastronomy tourism
as “a type of tourism activity which is characterized by the
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visitor’s experience linked with food and related products and
activities while travelling. Along with authentic, traditional,
and/or innovative culinary experiences, Gastronomy Tourism may
also involve other related activities such as visiting the local
producers, participating in food festivals and attending cooking
classes. Eno-tourism (Wine Tourism), as a sub-type of Gastronomy
Tourism, refers to tourism whose purpose is visiting vineyards,
wineries, tasting, consuming and/or purchasing wine, often at or
near the source”.1

Gastronomy is reasoned knowledge about what we eat and how we eat

it. It is an area of inter-disciplinary knowledge which studies
and generates physicochemical, cultural and socio-economic
processes in which human beings cultivate, process, distribute
and consume good foods and beverages which affect their physical,
mental and social wellbeing.2

Gastronomy has always formed part of tourism, but the

relationship between them has changed significantly over recent
decades. In recent years, we have seen a phenomenon in which
increasing interest in food has led the relationship between
gastronomy and tourism to evolve towards new models, giving rise
to a new tourism segment, that of gastronomy tourism.

The need to eat is the same for all of us, but it also
differentiates us. Gastronomy tourism has arisen precisely
because of this difference: the difference between tourists who
simply feed themselves during their travels and those for whom
gastronomy has a decisive influence on their choice of
destination and who wish to satisfy their hedonistic and cultural
appetite in addition to their physiological need to eat.

Over recent decades, gastronomy tourism has gone beyond the table
setting and now includes all sectors of a destination’s food
and tourism chain – producers (agriculture, fishing, etc.),
processing firms (dairies, olive mills, canning plants, wineries,
etc.), the tourism and hospitality sector (restaurants,

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specialised accommodation, gastronomic activity firms, etc.), the
retail sector, the commerce sector (sale of products) and even
the knowledge sector.

Gastronomy tourism today cuts across many tourism products. It

has expanded the possibilities for enjoyment and knowledge
offered by good-quality local gastronomy products in the
different territories and by the activities that are possible in
their productive and processing environments.

Gastronomy tourism is therefore based on a concept of knowing and

learning, eating, tasting and enjoying the gastronomic culture
that is identified with a territory. It is not possible to talk
of gastronomy tourism without also talking about the culinary
identity of the terroir as a distinguishing feature. The
territory is the backbone of gastronomy because a destination’s
landscapes, culture, products, techniques and dishes define its
culinary identity and are the foundation of, and should be part
of, the DNA of the tourism experiences offered to visitors.

Analysis on the Gastronomic Tourist

The competitiveness of a tourism destination is built on the
planning and strategic management of its comparative and
competitive advantages and is based on the creation of high-
quality, differentiated products that generate experiences and
added value for tourists.

Proper planning is necessary to boost the competitiveness of

tourism destinations and maximize the positive impacts of
tourism, minimizing the negative ones, anticipating changes in
the needs and tastes of tourism demand and re-orienting the
offer, reducing deficiencies in the destination, fighting
seasonality, etc.

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When the tourism policy of a destination places priority on
working to promote the attractions of the gastronomic culture, it
is essential to draw up a Strategic Plan for Gastronomy Tourism.

Such plans should be considered as instruments for laying the

foundations and designing strategies for future action with
regard to gastronomy tourism in the destination. They also
provide a framework for all actions to be carried out by all the
agents involved, over a specific timescale for fostering this
type of tourism.

Therefore, based on the reality and potential of the

destination, this document:
–Sets the path for the development and market of gastronomy
tourism;
–Should be flexible and adapted over time if the scenario makes
this necessary; and

–Should be shared and based on a consensus with the agents of the

gastronomy tourism ecosystem in the destination.

Therefore, a Strategic Plan for Gastronomy Tourism is

considered:
–A planning tool which, starting from an understanding of the
initial situation and a diagnosis, transfers to reality the
perceptions and needs of the sector involved and serves to define
and lay down the main strategic lines of action that will allow
the destination to become, as desired, a destination for
gastronomy tourism; and

–An integrated strategy that is in line with the destination’s

general tourism strategy and with other tools for planning, and
in coordination with actions by other bodies and entities,
depending on the geographical scope of action of the NTA and the
DMO.
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In the design and drafting of a Strategic Plan for Gastronomy

Tourism, a classic methodology is followed, which must
incorporate mechanisms for participation by agents related to the
activity, and basically comprises the following main phases:

Preliminary phase: Launch of the project. During this phase, the

working team is defined, along with the scope and methodology of
the project, the main targets and the timescale.

Phase I: Analysis and diagnosis of the situation. This phase

focusses on the knowledge of the destination’s tourism context,
its current situation and the potential of the tourism activity
related to gastronomy in the territory, and on the identification
of the main shortcomings and potentialities. This diagnosis
identifies any favourable and unfavourable conditions affecting
the gastronomy tourism activity which will have to be dealt with
during the planning process. For this purpose, among other
aspects, the following shall be analysed:

1. From an internal point of view:

–The territorial and tourism context of the gastronomy tourism
product;
–Inventory and evaluation of all gastronomy resources;
–Analysis of the tourism supply and its gastronomic component;
– Analysis of the promotion and marketing
of gastronomy tourism;
–Identification of the agents forming part of the gastronomy
tourism model; and
–Identification of any gastronomy tourism products, locations and
venues that have special or differential value.

2. From the external point of view:

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–Analysis of trends (tourism, food, catering management,
gastronomy tourism);
–Analysis of the real and potential demand for gastronomy
tourism;
–Analysis of the gastronomic positioning of the destination; and
–Analysis of competitors.

Phase II: Strategic drafting of the Plan. Based on the

preliminary phase of diagnosis, this second phase is a complex
but key phase which is crucial for defining the path to be
followed for achieving the goals. It is essential to involve the
participation and the consensus among all agents, including the
local community. Strategic recommendations will be made regarding
the future of gastronomy tourism for the destination. These must
visualize the desired scenario regarding the areas of action for
boosting the destination’s competitiveness, how the destination
must be projected in the main markets and among the different
target audiences in order to ensure that the sustainable
development and growth of gastronomy tourism benefit the
territory, as well as the sector that is directly involved and
the local communities.

Phase III: Operational planning. In this stage the programmes

shall be defined and priorities established for the actions
needed to advance towards the construction of the gastronomy
destination. Therefore, both an Operational Development Plan and
an Operational Marketing Plan must be devised so that all the
tourism and gastronomic potential of the territory can be
developed in such a way that it will benefit all the parties
involved.

Phase IV: Communication and dissemination of the Plan. In

this phase, the Plan will be made known externally to all those
involved, in the sector, among citizens and among the
communication channels that can link up with potential tourists.

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Figure 1
Elements for analyzing a destination’s resources, products and
gastronomy

–Gastronomy tourism cuts across sectors and may be unique in

helping to maximize the distribution of the benefits of tourism
in the communities and in the territory. Gastronomy tourism
empowers all those who form part of the gastronomy value chain,
especially local communities and professionals in their capacity
as ambassadors for their territory, thus reinforcing the identity
and feeling of belonging, and safeguarding the authenticity of
each place;

–The gastronomy tourism value chain is often very heterogeneous

and fragmented: this means that great efforts are needed to work
in a collaborative way. It is necessary to establish programmes
to create awareness and to offer training and qualification for
agents, especially for those who are less linked to tourism
activities (producers, industries, shops, etc.);

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–From the place of origin to the table: relations between the
tourism sector and the primary and secondary sectors are
essential for connecting a territory’s storehouse with the
table so that endogenous products can be given greater value
through tasting sessions, purchases, etc. NTAs and DMOs should
promote these links by means of programmes to promote local
gastronomic products; and

–Inter-relations between the food value chain and other

areas: in addition to the sectors that are closely linked to
the value chain of gastronomy tourism, also of importance are the
relations between food and gastronomy and culture, biodiversity
and the landscape, health and wellbeing, science and technology
and education.

Impact of Gastronomy to the Philippines Tourism

Industry
Food Trip Road Trip: A Glance at Philippine Food
Tourism

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Culture, nature, and people- these are some of the reasons why
the world wants to visit the Philippines. Beach, mountains,
valleys, lakes, islands, and man-made attractions boost the
country to start making a name as one of the favorite tourist
destination. Together with the republic’s booming tourism
industry; many local cuisines are also waiting to be discovered.
Filipino food is a blend of Spanish and Chinese cultures. That is
why, common foods sound Hispanic such as asado, adobo, and
menudo. Others do have Chinese names like pancit and shang-hai.
While there are foods that can be found anywhere in the
archipelago; each region has its own traditional foods to brag.
These are some of the menus that you can taste and try.

Travel Food and Tourist Impacts

Ilocos Region
Because of the proximity to the sea, Ilocano loves salty foods.
There are varieties of dried fish in the region. They also offer
dishes from freshly picked local vegetables like pinakbet and
dinengdeng. Don’t go home until you tried Vigan empanada,
longganisa and bagnet.

Cagayan Valley
The Philippines is rich in seafood and Cagayan Valley offers the
freshest fish, crabs, lobster, and others. The province is also
rich in fresh foods. If you are looking for exotic foods, you can
try ant’s eggs, crickets, beetles, grasshoppers, and insect
larvae.

Central Luzon
Pampanga is known for sweet delicacies and processed meat like
tocino. Pastillas (milk candy), ensaymada and inipit are sweet

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desserts made in Bulacan. You must also try binagis, kamaniang,
and sisig.

Southern Tagalog
The region is rich in coconuts. Many dishes are mixed with gata
(coconut milk) such as nilupak, kulawo (banana heart with coconut
milk dressing), chicken binacol, and coconut cream puff. On the
other hand, Batangas is famed for its tender juicy meat “bulalo”
and world class coffee beans.

Bicol Region
The must-tried foods are Pinangat (native foie gras), Bicol
Express (pork dish cooked with lots of hot chili peppers and
coconut milk) and desserts made with pili nut (pili kisses and
tarts).
Western Visayas
Taste the world’s sweetest mango found in Guimaras. La Paz
batchoy was found in Ilo-ilo. Capiz is the “Seafood Capital of
the Philippines” and offers cheap and fresh seafood. You must
also look for the famous bistek (beef), pinamalahan (pork stew in
sweet sauce), sinambagan nga baboy (tamarind pork soup), and
pancit molo.

Central Visayas
Cebu, Siquijor, Bohol, Negros, and the remaining provinces offer
a unique taste. Who can resist the crunch of festive Cebu Lechon?
You must also try biko topped latik (rice cake), kalamay (sweet
gelatinous rice) and suman (cooked gelatinous rice in banana
leaves).

Eastern Visayas
Eastern Visayas also offers their finest foods. Like Cebu, they
have their own version of Lechon de Leche. Tacloban serves

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authentic Visayan cuisine like crispy pata, sug-law (combined
blue marlin and pork), patatim, and turon with langka.

Zamboanga Peninsula
Going to Zamboanga can make you feel visiting Spain because of
their dialect “Chavacano” which sounds Hispanic. Because of its
proximity to Malaysia; their foods have curry, chilli, and
spices. The Peninsula offered mouth-watering dishes like Curacha
(crab dish), Ensalada de latu (seaweed salad), Zamboanga Octopus,
Zamboanga Moresqueta Frito, Kilawin de Pescao and Agar-agar
salad.

Northern Mindanao
Taste the sweetest lanzones when you visit this region. Camiguin
offers pastel- a sweet, soft bun with yema inside. You can also
enjoy a native delicacy called kiping (ground cassava drizzled
with melted sugar syrup).

Davao
Davao is famous for its “inihaw na panga” and exotic fruits like
“durian,” “pomelo,” mangosteen” and “rambutan”.
South Central Mindanao
Taste the coolest buko halo-halo in Koronadal City. They also
offer the finest seafood, salmon, and tuna.

Caraga
One of the region’s sweet delicacies is Salvaro (dried cassava),
Peanut biscuit other called cay-cay, and other Durian products.

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Reference
Glenda Rosales Barretto, KULINARYA: A Guidebook to Philippine
Cuisine, 2016

Self-Learning Activities

Research and Analysis:

Food Consumption Practices in the Philippines. Collect the list
of Filipino Cuisines from the island of Luzon, Visaya and
Mindanao, each island prescribed their typical cuisine (one
(1)province and ten (10) cuisines) in randomized order, and their
description. Example as per Table….
Luzon Island Cuisine Description
Ilocos Province 1. Pinakbet Pinakbet is made
from mixed
vegetables sautéed
in fish or shrimp
sauce. The word is
the contracted form
of the Ilokano word
pinakebbet, meaning
"shrunk" or
"shriveled." The

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original Ilocano
pinakbet uses
bagoong of fermented
monamon or other
fish, for seasoning
sauce, while further
south, bagoong
alamang is used.

2.

Visaya Cuisine Description

Mindanao Cuisine Description

Deadline… August 27 @ 11:59PM.

Additional Attachment

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https://www.youtube.com/watch?v=2Bu4B5qPu0Q

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