GASTRONOMY IN THE PHILIPPINES
traveling for a taste of place in order to get a
Gastronomy, defined
Gastronomy is the study of the relationship
between food and culture, the art of
preparing and rich or delicate and
appetizing food, the cooking styles of
particular regions, and the science of good
eating.
One who is well versed in gastronomy is
called a gastronome, while a gastronomist
is one who unites theory and practice in the
study of gastronomy.
What is Culinary Tourism?
Culinary tourism or food tourism is the
exploration of food as the purpose of
tourism. It is now considered a vital
component of the tourism experience.
Dining out is common among tourists
and "food is believed to rank alongside
climate, accommodation, and scenery" in
importance to tourists.
In other definition, culinary or food tourism is
the pursuit of unique and memorable eating
and drinking experiences, both near and far.
The World Tourism Organization
(UNWTO) defines gastronomy tourism as
“a type of tourism activity which is
characterized by the 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.
According to the World Food Travel
Association, "Food tourism is the act of
sense of place."
Culinary or food tourism is the pursuit of
unique and memorable eating and drinking
experiences, both near and far. Food
tourism includes activities such as:
 Cooking classes
 Food tours
 Wine, beer and food festivals
 Specialty dining experiences
 Market experiences
 Brewery Tours
 Food Producers’ Visits
Filipino Cuisine, defined
Filipino cuisine is composed of the cuisines
of more than a hundred distinct ethno-
linguistic groups found throughout the
Philippine archipelago.
However, a majority of mainstream Filipino
dishes that compose Filipino cuisine are
from the cuisines of the various
ethnolinguistic groups and tribes of the
archipelago, including the Ilocano,
Pangasinan, Kapampangan, Tagalog,
Bicolano, Visayan (Cebuano, Hiligaynon
and Waray), Chavacano and Maranao
ethno-linguistic groups.
The style of food making and the food
associated with it have evolved over many
centuries from their Austronesian origins
(shared with Malaysian and Indonesian
cuisines) to a mixed cuisine of Indian,
Chinese, Spanish and American influences,
in line with the major waves of influence
that had enriched the cultures of the
archipelago, as well as others adapted to
indigenous ingredients and the local palate.
Distinct Characteristics of the Filipino
Cuisine
 Filipino cuisine centers on the
combination of sweet (tamis), sour
(asim), and salty (alat), although in Bicol,
the Cordilleras and among Muslim Filipinos,
spicy (anghang) is a base of cooking flavor.
 Counterpoint is a feature in Filipino
cuisine which normally comes in a
pairing of something sweet with something
salty, and results in surprisingly pleasing
combinations.
 Vinegar is a common ingredient.
 Cooking and eating in the Philippines has
traditionally been an informal and communal
affair centered on the family kitchen.
 Food tends to be served all at once and
not in courses.
 Food is often eaten using flatware—
forks, knives, spoons—but the primary
pairing of utensils used at a Filipino dining
table is that of spoon and fork, not knife and
fork.
 The traditional way of eating is with the
hands. The diner will take a bite of the main
dish, then eat rice pressed together with his
fingers
Native Ingredients
 Kalamansi is the more known of those
ingredients, it is a fruit that belongs to the
genus citrus. It is mostly used due to the
sourness it gives to a dish.
 Another is the tabon-tabon, a tropical fruit
which were used by pre-colonial Filipinos as
anti-bacterial ingredient especially in Kinilaw
dishes.
 The country also cultivates different type
of nuts and one of them is the pili nut, of
which the Philippines is the only known
exporter of edible varieties. It is usually
made as a merienda or is incorporated in
other desserts to enhance the flavor due to
the milky texture it gives off as it melts in the
mouth.
 Tultul, a type of rock salt, is another
ingredient made only in Guimaras, where it
is sprinkled on cooked rice to serve as a
side dish.
 In Visayas, another souring agent in
dishes in the form of batuan (Garcinia
binucao) is used.
Gastronomic Tourism Profiles
To promote sustainable tourism
development in a destination, it is
essential to understand gastronomy
tourists and their perspective of tourism and
of gastronomy, as well as to know the
impact on destinations. It is useful to study a
variety of gastronomic profiles and interests
in order to better understand how and when
to act. Measuring the tourist experience is
also essential for improving, developing and
understanding the phenomenon, and for
taking up the opportunities presented by
gastronomy tourism.
Segmentation of gastronomy tourists and their
in-depth knowledge is a challenge for
destinations. The profiles of gastronomy
tourism consumers can be segmented by
demographic variables (place
of origin, age, sex, etc.), socio-economic
variables (income, occupation, education, socio-
economic level, etc.), psychographic variables
(lifestyle, personality, values, interests, tastes,
opinions, etc.) and behavioural variables. But,
to understand the gastronomy tourist, perhaps
the
most important variable is motivation because
the place occupied by gastronomy in the
tourist’s intention to travel to a destination may
vary:
 Gastronomy is the main motive or experience
in the tourism activity;
 Gastronomy is a secondary experience or
motivation for travel, that is, it is a relevant
complement that gives significant added value
to travel; and
 Gastronomy forms part of the tourist’s
routine. It meets the physiological need for
food,
in which case we would not be talking about a
gastronomy tourist.
Culinary tourism became prominent in 2001.
The World Food Travel Association estimates
that food and beverage expenses account for
15% to 35% of all tourism spending, depending
on the affordability of the destination. The
WFTA lists possible food tourism benefits as
including more visitors, more sales, more media

Gastronomy tourist profiles can be drawn up

with the help of observation and research
(surveys, focus groups, expert panels, etc.)
and should be the basis for tourism product
design. To characterize and value the different
gastronomy tourism segments and profiles, and
to decide on
the target groups, aspects such as the following
should be taken into account:
 The size and potential of growth, that is, the
sales that might be generated in the activities
selected and foreseeable growth;
 The factors that a client in this segment
takes into account when deciding on which
gastronomic destination to visit (price,
nearness, convenience, service quality, extent
of offer, destination’s image, location, etc.); and

 The degree of competitiveness that exists in

competing destinations for attracting this type
of segment in comparison with the
destination under consideration.

Impacts of Culinary Tourism

attention, increased tax revenue, and greater
community pride.
LEVEL
-Description of the Experience Level (explains
how is this important to building gastronomic
profiles)
-Measures that can be done to spur activity
LEVEL 1: AGRICULTURE
-As the source of food and drink are the
producers of fresh produce, farms and markets
play a huge role in starting the gastronomic
continuum. Tourists are curious on how these
unique food flavors are created and cultivated.
Tourism in gastronomic destinations are
thriving because of identity rather than
conformity. Tourists visit a destination because
of its distinct, unique flavor identity. The rise of
homegrown food and drink in a destination
pave way for building small-scale restaurants
and drink shops selling these products. The
combination of fresh produce, unique food
preparation, history, culture, traditions, values,
and business all form as one core product.
Measures that can be done to spur activity
Farm Tourism
-Farm Tourism Oenological Studies (Wine
Studies) Vineyard Tours
LEVEL 2: FOOD AND BEVERAGE PRODUCTS
- Tourism in gastronomic destinations are
thriving because of identity rather than
conformity. Tourists visit a destination because
of its distinct, unique flavor identity
- Artisanal Products Organic/Homegrown Food
and Drink
LEVEL 3: FOOD SERVICE LEVEL
- The rise of homegrown food and drink in a
destination pave way for building small-scale
restaurants and drink shops selling these
products.
- Social Entrepreneurship Community
Empowerment Rise of SMEs in Food Guided
Tours Souvenir Shops
4: GASTRONOMIC TOURISM
- The combination of fresh produce, unique
food preparation, history, culture, traditions,
values, and business all form as one core
product
- Tour Packages centered in Food Tours
Gastronomy Tourism Development
CHAPTER 2
EVOLUTION OF THE FILIPINO CUISINE
Culinary history During the pre-Hispanic era in
the Philippines, the preferred Austronesian
methods for food preparation were boiling,
steaming and roasting. The ingredients for
common dishes were obtained from locally
raised livestock. These ranged from water
buffalos/carabaos, chicken, and pigs to various
kinds of fish and other seafood. In 3200 BCE,
Austronesians from southern China (Yunnan-
Guizhou Plateau) and Taiwan settled in the
region that is now called the Philippines. They
brought with them knowledge of rice cultivation
and other farming practices which increased the
number and variety of edible dish ingredients
available for cooking.
Foreign influences on Filipino cuisine
Ancient Spice trade route (blue) was used by
Indians and Chinese to trade with Filipinos and
other Southeast Asians. Both Spice trade route
and Silk Road (red) were blocked by the
Ottoman Empire in 1453 CE which spurred the
Age of Discovery and European colonialism.
Filipino cuisine may be confusing to some
people due to it being hard to determine what
is actually Filipino. Confusion occurs due to the
consistent growing phases of Filipino culture.
Filipino culture has been constantly changing
throughout history, gaining influence from
various cultures and inevitably has evolved.
Filipino food today has been shaped by history
and society of many unique and affluent
cultures. Influences from China, India, and
Arabia are seen throughout Filipino food and
culture due to the agricultural trading of the
times. Influences from Spain and the United
States are seen through past colonization of the
country. Filipino food can be studied and given
a definition through the process of indigenizing
its people throughout centuries.
Direct influence of India
Indian influences can also be noted in rice-
based delicacies such as:
 bibingka (analogous to the Indonesian
bingka),
 puto, and puto bumbong, where the latter
two are plausibly derived from the south Indian
puttu, which also has variants throughout
Maritime Southeast Asia (e.g. kue putu, putu
mangkok).
 The kare-kare, more popular in Luzon, on the
other hand could trace its origins from the
Seven Years' War when the British occupied
Manila for 2 years mostly with Sepoys (Indian
conscripts), who had to improvise Indian dishes
given the lack of spices in the Philippines to
make curry. This is said to explain the name and
its supposed thick, yellow-to-orange annatto
and peanut-based sauce, which alludes to a
type of curry.
 Atchara originated from the Indian achar,
which was transmitted via the acar of the
Indonesia, Malaysia, and Brunei. Not to
mention that nasing biringyi is similar to Biryani.
Arab influence via indirect trade
The Arab influence on Filipino cuisine is
relatively minor. Historically, Arabs influence
arrived via India to Indonesia and the
Philippines. In the earlier days, Arabs traded
with Indians, who in turn traded with Southeast
Asia. In the later era, with advancement of sea
navigation, Arabs also started to trade directly
with the Philippines.
Chinese influence
The Chinese had been trading with the
inhabitants of the Philippine archipelago since
the early 9th or 10th centuries. Soon after, the
Chinese began to immigrate there in the 16th
century. Chinese influence is best seen in pancit
noodles and lumpia spring rolls. There are also
many ingredients such as soy sauce, black
beans, tofu, pork, etc., that are seen in Filipino
cooking.
Direct trade and cultural exchange with Hokkien
China in the Philippines in the Song dynasty
(960–1279 AD) with porcelain, ceramics, and
silk being traded for spices and trepang in
Luzon.
This early cultural contact with China
introduced a number of staple food into Filipino
cuisine, most notably:
 toyo (soy sauce; Chinese: 豆油: tāu-yu),
 tokwa; (tofu; Chinese: 豆干; tāu-koa),
 toge (bean sprout; Chinese: 豆芽; tāu-koa),
  and patis (fish sauce), as well as the method
of stir frying and making savory soup bases.
Many of these food items and dishes retained
their original Hokkien names, such as:
 pancit (Chinese: 便 ê 食; piān-ê-si ̍t)(Chinese:
扁食; biǎn shí), and
 lumpia (Chinese: 潤餅; jūn-piáⁿ, lūn-piáⁿ).
The food introduced during this period were
food of the workers and traders, which became
a staple of the noodle shops (panciterias), and
can be seen in dishes like arroz caldo (congee),
sinangag (fried rice).
Hispanic influence
The Spanish came to the Philippines and ruled
its islands by 1565 until 1898. Filipinos began
using the Spanish sofrito (tomatoes, onions, and
garlic cooked in oil) for their dishes. Many
cooking customs and techniques were adapted
as well as various dishes.
Since the Spanish ruled both Mexico and the
Philippines, the two were inevitably connected
and they transported various goods between
the two colonies. Spanish colonizers and friars
in the 16th century brought with them produce
from the New World such as chili peppers,
chocolate, corn, potatoes, tomatoes,
pineapples, bell peppers, jicama (singkamas),
chayote (sayote), avocado, peanuts, annatto
(atsuete) and the method of sautéing with garlic
and onions. Chili leaves are frequently used as a
cooking green. The Mexicans received rice,
sugarcane, tamarind, coconuts, and mangoes
from the Philippine soil.
Hispanic dishes were eventually incorporated
into Filipino cuisine with the more complex
dishes usually being prepared for special
occasions.
Some dishes such as:
 Arroz a la valenciana remain largely the same
in the Filipino context.
 Some have been adapted or have come to
take on a slightly or significantly different
meaning. Arroz a la cubana served in the
Philippines usually includes ground beef called
picadillo.
 Philippine longganisa, despite its name, is
more akin to chorizo than Spanish longaniza (in
Visayan regions, it is still known as chorizo).
 Morcon likely refers to a beef roulade dish,
not the bulbous specialty Spanish sausage.
American colonial and ongoing influence
After the Spanish–American War in 1898, the
United States controlled the Philippines due to
the Treaty of Paris. US soldiers introduced
Filipinos to hot dogs, hamburgers, fried chicken,
and ice cream. They also introduced convenient
foods such as spam, corned beef, instant coffee.
and evaporated milk.
Today, Filipino cuisine continues to evolve as
new techniques and styles of cooking, and
ingredients find their way into the country.
Traditional dishes both simple and elaborate,
indigenous and foreign-influenced, are seen as
are more current popular international dishes
and fast food fare. However, the Filipino diet is
higher in total fat, saturated fat, and cholesterol
than other Asian diets.
CHAPTER 4
TRENDS IN PHILIPPINE GASTRONOMY
Market Intelligence
Q: Why should we look at the trends?
By analyzing trends in gastronomy tourism, we
can find out about the context in which this
activity takes place. This gives us an idea about
the main trends in the tourism sector, helps us
understand the role played by gastronomy in
today’s societies – especially as a key element in
cultural heritage, as an instrument for
innovation and regional competitiveness, or as
a driver for the Sustainable Development Goals
(SDGs) – and reflects on the specific dynamics
of gastronomy tourism and its possible impact
on the strategic tourism proposal of the
destination.
Q: How should we look on to the trends?
The destination’s management entity should
set up a system for market intelligence that
includes gastronomy tourism and allows the
main trends to be observed and interpreted and
the planning and management processes to be
improved.
Diagram 1: Sources of Information in
Developing Market Intelligence Market
Intelligence
Tourism Statistics
•International Sector (UNWTO)
•Domestic Figures (Department of Tourism)
Trends from Digital Economy
•Social Networks (Facebook, Twitter, Instagram,
etc.)
•Travel Booking Platforms (Klook, Tripadvisor,
Booking.com)
Scholarly Literature
•Theses and Dissertations
•Market Researches
Consumer Behavior
Current Trends in Philippine Gastronomy 1.
Foreign Competition
- Local companies will bring in more food
establishments from abroad rather than build
their own brands from the ground up. Although
doing so will require payment of steep franchise
and royalty fees, it is justified by the instant
recognition of the brand, immediate market
acceptance, a tried and proven business model,
and savings on recipe development. A big
incentive too is that foreign brands are more
likely to secure prime retail spaces as opposed
to their local counterparts.
2. Diversified Food Choices - Unlike in decades
past where only food establishments from the
US were immediately recognizable and
accepted, the market today is more open to
brands coming from Japan, South Korea,
Taiwan, ASEAN, Australia, and the European
Union. This is due to the democratization of
travel among Filipinos and their exposure to
global food retailers.
3. Evolving Filipino Food - The influx of foreign
brands will compel homegrown Filipino
concepts to up their game not only in food
quality and dining experience but also in terms
of recipes and presentation. In other words,
Filipino cuisine will evolve quickly.
4. Growing Online Food Deliveries - To reach a
younger demographic and to overcome the
logistical barrier of traffic and parking, online
delivery services such as Foodpanda, Honestbee
(which temporarily halted Philippine operations
in April), and GrabFood will play a more
important role in every restaurant’s marketing
strategy. Filipinos have also adopted the habit
of making prior reservations before visiting full-
service restaurants.
5. Customized Food Deliveries - The increasing
demand for niche cuisine like halal, keto, pure
organic, and vegan will compel many
restaurants and private chefs to offer these
options by way of online delivery platforms.
 6. Rise of Emerging Food Destinations - Due to
the high rental costs and market cannibalization
among malls and commercial centers,
restaurateurs will begin mushrooming in
uncustomary sites. These include food trucks in
high-traffic areas, residential villages,
commercial spaces in the upper floors of
buildings and even home dining rooms.
7. Wine Tourism - The Philippines is one of the
fastest growing markets for wines with imports
seen to top $121 million this year. While the A
and Upper B classes have become discerning
about wines, the broad B and C markets are
beginning to follow suit given their rising
incomes and evolving taste. Thus, restaurants
with the wider range of wines of various grapes,
origins, and price points will have the
advantage. The wine list will become an
important deciding factor as to whether an
establishment is patronized or not. This applies
to both fine-dining and casual-dining
restaurants.
8. Cuisine Curiosity and Authenticity - A recent
market study revealed that Filipinos are only
willing to patronize a restaurant offering non-
mainstream cuisine (e.g. Latin American,
European, or Caribbean) if the chef, proprietor,
or face of the brand hails from that country.
Skepticism is high toward Filipino restaurateurs
offering exotic menus.
balance is comprised of European, American,
and Middle Eastern concepts. Asian restaurants
will continue to dominate this category in terms
of market share and customer preference.
11. Unstoppable Quick-Service Restaurants -
The fast-food category posts the highest growth
rate in the years to come expanding by 12%
year on year. Interestingly, fast-food sales inside
convenience stores will grow at a more
phenomenal rate of 32%, thanks to their
improving quality and democratic price. Fast-
food chains are seen to expand their product
offerings to sustain demand even if it
encroaches on other food concepts. For
instance, we will soon see burger chains
offering pizza, chicken chains offering salads,
and pizza chains offering rice meals.
12. Slow growth for food kiosks - Growth in the
food kiosk category will not exceed 5% due to
market saturation. In this category, the name of
the game is novelty and low prices. Those that
enter the food kiosk scene selling dimsum,
shawarma, popcorn, and Jamaican patties will
be clobbered by mega-chains who have carved
their own army of loyal customers. The more
ingenious, innovative, and affordable the
product offerings are, the higher the chances of
success.
*According to Andrew Masigan, economist

9. Increasing popularity of artisanal coffee and

gastropubs - Demand for artisanal will continue
to rise given their superior value proposition.
The same is true for gastropubs or
establishments that offer high quality food
along with specialty alcoholic options.

10. Rise of Asian Restaurants - Independent

players dominate the full-service restaurant
category. The rest are independently owned.
Asian themed restaurants (Chinese, Japanese,
and Filipino) account for 67% of some 19,000
full-service restaurants in operation today, the