The campaign is a collaborative effort between local F&B chain Mang Inasal and the Department of Tourism
As the travel sector ushered in World Tourism Week, the Philippine Department of Tourism (DOT) and popular food-and-beverage (F&B) chain Mang Inasal launched Love the Flavors, Love the Philippines, a campaign that casts the spotlight on gastronomic tourism in the country.
The campaign essentially bolsters the current DOT Love the Philippines promotional initiative through its presentation of Filipino cuisine to both domestic and international travellers.
Launched on Monday, 23rd September, and running until 27th September, both local and international tourists can stop by any Mang Inasal branch, present their valid ID along with their boarding pass or e-ticket to avail of a free halo-halo [shaved ice and fruit] dessert with their orders of choice.
Connecting people through food
According to Mang Inasal president Mike V Castro, food connects people, and his company takes pride in being a part of that connection for tourists visiting the Philippines.
Castro said: “We’re excited to share the flavors of the Philippines with the world. Every bite of chicken inasal [Bacolod-style lime and annatto grilled chicken], every spoonful of halo-halo, connects tourists to the heart of our culture, making their travels more meaningful and unforgettable.”
The DOT looks upon Love the Flavors and other campaigns as an immersive way by which tourists can learn more about the country’s rich culinary heritage. Beyond simply sampling dishes from different provinces, travellers can also learn about the ingredients that go into them, meet the farmers, and attend festivals throughout the country all year round.
A truly unique gustatory experience
Keynote speaker DOT assistant secretary Gisselle Romualdez Quisumbing remarked how Filipino food has been made distinctive thanks to the numerous influences that has shaped it throughout history.
Quisumbing declared: “With the Philippines and all its 7,641 islands each having their own identity and heritage, culinary tourism presents a huge potential for the country. With our Love the Philippines campaign, we are proud to showcase not only our breathtaking landscapes, but also the richness of our food: food that tells the story of our history and diverse heritage.”
She further pointed out that, as the world observes World Tourism Week, there is a need to emphasise that food is more than just a culinary experience, but it serves as a way to connect people, promote appreciation of culture and drive economic development.