FOOD AS A MARKETING TOOL FOR CEBU
Tourism Assistant Secretary Arturo Boncato says putting Filipino food at the forefront of the country’s tourism campaign is expected to boost foreign arrivals
For a top tourism official, food is a good marketing campaign to lure more foreign travelers to visit the Philippines, particularly Cebu.
Tourism Assistant Secretary Arturo Boncato, in his recent visit to Cebu, said putting Filipino food at the forefront of the tourism campaign could boost foreign arrivals.
He said food could be the best entry point for tourists to learn about a region’s culture and history.
Boncato pointed out that food tourism has become an emerging trend among travelers, especially among millennials. And tourism experts have already taken notice.
The Department of Tourism (DOT) recently collaborated with Ayala Malls to bring fresh produce from farms direct to the market, as well as in showcasing the “food pride” in every region or province.
Boncato led the Cebu edition of the “Kaon Na” food tourism campaign last month at the Ayala Center Cebu. He said mounting this kind of event helps bridge farmers to the market and at the same time highlights the culinary expertise of Cebu and brings the local cuisine closer to both local and foreign consumers.
“Kaon Na” showcased the top chefs from various restaurants and hotels in Cebu.
In a separate interview, Tourism Secretary Bernadette Puyat said Cebu is blessed to have the best food to promote to foreign guests such as its famous lechon. But Puyat believes Cebu has much more to offer.
The DOT reported that of the US$125.65 average daily expenditure of tourists last year, 30 percent went to food and beverage, followed by accommodation at 27 percent, shopping (17 percent), entertainment and recreation at 17 percent, and seven percent to local transport.
Cebu Alliance of Tour Operations Specialists (Catos) is helping the industry cultivate food tourism as another vehicle to lure more tourists, particularly millennials.
The province’s Suroy-Suroy Sugbo is one product that not only boosts the attractions of each town, but also showcases the various delicacies of the province.
“The millennials are a hot market for the travel and tourism industry. We are preparing packages that would give our guests the best experience here,” said Catos president Alice Queblatin.