The Department of Tourism (DOT) is bringing the best of the Philippines to the international spotlight as it transforms the International Media Center (IMC) for the 49th Association of Southeast Asian Nations (ASEAN) Summit and Related Meetings into an immersive showcase of Filipino culture, gastronomy, wellness, and hospitality.

DOT brings the Philippine Experience to ASEAN 2026

In partnership with the Presidential Communications Office (PCO), the DOT has transformed the World Trade Center Metro Manila into a destination-inspired experience for accredited local and international media delegates covering ASEAN 2026.

More than a venue for press briefings and media coverage, the Philippine Experience Center gives visitors an opportunity to discover the country’s diverse tourism offerings through curated cultural encounters, regional cuisine, traditional wellness practices, and locally made products.

Tourism Secretary Dita Angara-Mathay, who also serves as Vice Chairperson for Operations of the ASEAN National Organizing Council, is leading the department’s efforts to integrate Philippine tourism, culture, and hospitality into the country’s hosting of the regional gathering.

Anchored on the Philippine Chairship theme, “Navigating Our Future, Together,” the initiative highlights the country’s commitment to people-centered regional cooperation while strengthening its international tourism profile.

A Culinary Journey Across Luzon, Visayas, and Mindanao

Food takes center stage at the Philippine Experience Center, where three gastronomy kiosks introduce delegates to the distinctive flavors of Luzon, Visayas, and Mindanao.

The culinary showcase also highlights the country’s Slow Food movement, celebrating regional ingredients, traditional cooking practices, and the communities behind Filipino food culture.

Chef Miggy Moreno

The experience also features Michelin-recognized culinary talents, including Chef Miggy Moreno, a two-time Michelin Bib Gourmand awardee, and Chef Francis Lacson, a former seafarer who received the MICHELIN Guide 2027 Young Chef Award.

Visitors can also enjoy complimentary refreshments at the Philippine Beverage Station throughout the seven-day exhibition. The selection highlights the country’s celebrated 3Cs: coffee, cocoa, and coconut.

Coffee selections feature beans sourced from various Philippine destinations, including Maguindanao, Benguet, Tanay, Tarlac, Batangas, Sagada, and Sultan Kudarat. Locally produced cocoa and coconut-based beverages further showcase the country’s agricultural resources and growing specialty beverage industry.

Filipino Food at ASEAN 2026

Discovering Filipino Wellness Traditions

The Philippine Experience Center also introduces international media delegates to traditional Filipino healing and wellness practices through a dedicated Health and Wellness Hub.

One featured experience is hilot, a traditional Filipino therapeutic massage rooted in indigenous healing knowledge and local cultural traditions.

The wellness showcase highlights the Philippines’ potential as a destination for health, wellness, and restorative travel. By combining natural resources with the Filipino tradition of care and hospitality, the country offers opportunities for travelers seeking relaxation, rejuvenation, and culturally grounded wellness experiences.

The initiative also supports the DOT’s efforts to promote wellness tourism as an important segment of the country’s tourism industry.

Showcasing Filipino Crafts and Local Enterprises

Beyond food and wellness, the Philippine Experience Center highlights Filipino creativity and entrepreneurship through the Philippine MSME Hub.

ASEAN delegates can explore a selection of Philippine-made products from micro, small, and medium enterprises (MSMEs), particularly businesses involved in cultural and creative industries.

The showcase provides local entrepreneurs with an international platform to introduce their products and craftsmanship to visiting delegates and members of the international media community.

Visitors can also discover ASEAN 2026 commemorative postcards and postage stamps featuring Philippine destinations, cultural heritage, natural attractions, gastronomy, festivals, and other distinctive Filipino experiences.

These collectibles offer a glimpse of the country’s tourism identity while highlighting the destinations and communities that contribute to the Philippines’ cultural diversity.

Bringing the Philippine Experience to the World

The Philippine Experience Center forms part of the DOT’s broader efforts to maximize the country’s hosting of ASEAN 2026 as a platform for international tourism promotion.

By bringing together gastronomy, traditional wellness, craftsmanship, art, heritage, and cultural encounters, the initiative aims to make the Philippines more memorable to the international media community.

“By bringing together gastronomy, wellness, craftsmanship, art, heritage, and immersive cultural encounters, the Department seeks to make the Philippine experience an integral part of the international media community’s coverage of the Summit,” Secretary Angara-Mathay said.

The initiative reflects the country’s aspiration to be recognized not only for hosting major international events but also for its distinctive destinations, vibrant culture, and warm Filipino hospitality.

Through ASEAN 2026, the Philippines is using the regional gathering to introduce more international audiences to what the country offers, from its diverse culinary traditions and indigenous wellness practices to its creative industries and tourism experiences.

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