One of the strongest growth areas in Philippine tourism at the moment is food tourism — and Pampanga is leading the way.
While a bill to declare the province as the country’s official ‘Culinary Capital’ was recently vetoed, Pampanga’s reputation as a gastronomic heartland by public acclamation remains undisputed.
During the “Food Forward Forum” held as part of the One Pampanga Food and Beverages Expo, Department of Tourism Regional Director Richard Daenos said the “food capital” identity is something recognized by tourists and visitors, not merely claimed by Kapampangans.
With this in mind, Daenos emhasized the importance of food tourism in Pampanga because the province has fewer natural-resource advantages than destinations that are built around seascapes or other major natural attractions.
“The deeper promise of food tourism is not just to feed visitors, but to connect with them,” he said.
Food tourism, he said, asks not only what visitors do after arriving, but whether food itself can become the reason they visit.
He cited Tagaytay’s bulalo as an example of a repeatable destination experience, especially when consumed in a setting overlooking Taal Volcano.
He said the progression from ingredient to dish, dish to story, and story to experience can create a reason to return.
“The key question is no longer, ‘What do tourists do when they arrive?’ but ‘Can food become the reason they come?’”
Food, according to Daenos, is inseparable from travel because meals connect visitors with local people, settings, preparation practices, and personal memories.
“Food creates an association between the taste and the place,” he said.
A single plate, he said, can activate an entire economy involving farmers, fishers, producers, markets, suppliers, cooks, chefs, restaurants, hotels, tour guides, travel agents, tour operators, and tourists.
“Traveling, tourism, or a visit will never be complete without food,” he quipped.
During his talk, Daenos also mentioned that tourism planning should take into consideration who benefits from visitor spending and ensure that benefits are felt directly by host communities, rather than concentrated only in government or large businesses.
While culinary heritage exists in restaurants, historic districts, family kitchens, street-food culture, public markets, festivals, and culinary enterprises, he said heritage should remain rooted in culture and continue to “point toward home.”
He described a Kapampangan kitchen as a particularly sacred space shaped by family and matriarchal influence.
“Whenever we speak about food, it’s always associated with home,” he said.
The post DOT: Food tourism is Pampanga’s edge first appeared on Pampanga News Now.