The Philippines culinary tourism market is estimated to reach ~USD 8,328.0 million in 2025. As per the report, sales are forecast to increase at a robust ~14.5% CAGR and reach ~USD 32,254.9 million by 2035 end. Total sales in the Philippines culinary tourism market represent ~3%-6% of the global culinary tourism market.
The increase in consumers’ disposable income and the changes in traveller preferences toward culturally influenced activities are expected to drive further market growth. The food fairs, food tourism and farm-to-table campaigns are particularly likely to appeal to the experienced traveller and the gourmet traveller.
Manila, Cebu, and Davao will continue to be key gateways for international arrivals, while promotions of local food varieties that originated from lesser-known destinations including Bicol and Ilocos regions will equally contribute to the cause.
Digitalization will advance the sector more given that there will be platforms for catering for specific culinary tours while blogging on foods will increase the exposure to other nations.
Marketing communication will heavily rely on social networks, as visually appealing Filipino dishes such as lechon, adobo and halo-halo become famous worldwide. Further, collaboration with various hospitality service providers, as well as airlines, will be believed to increase promoted culinary tourism experiences.
However, there is still the issue of limitations in infrastructures, and the issue of lack of standards in the quality control of the food experiences. Industry growth, however, depends on its willingness to invest in factors like culinary education and sustainable development including local farmer support and a decrease in food wastage.
| Attribute | Details |
|---|---|
| Current Philippines Culinary Tourism Market Size (2024A) | USD 7,222.9 Million |
| Estimated Philippines Culinary Tourism Market Size (2025E) | ~USD 8,328.0 Million |
| Projected Philippines Culinary Tourism Market Size (2035F) | ~USD 32,254.9 Million |
| Value CAGR (2025 to 2035) | ~14.5% |
| Philippines Culinary Tourism Market Top Players Share in 2024 | ~2%-7% |
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The following table presents the expected CAGR for the Philippines culinary tourism market over several semi-annual periods spanning from 2025 to 2035. In the first half (H1) of the decade from 2024 to 2034, the business is predicted to surge at a CAGR of 15.2%, followed by a slightly declined rate of 14.0% in the second half (H2) of the same decade.
| Particular | Value CAGR |
|---|---|
| H1 | 15.2% (2024 to 2034) |
| H2 | 14.0% (2024 to 2034) |
| H1 | 15.1% (2025 to 2035) |
| H2 | 13.9% (2025 to 2035) |
In the next period from H1 2025 to H2 2035, the CAGR is expected to rise slightly to 15.1% for the first half, however, for the second half, it will decrease to 13.9%. In the H1 it has increased by 151 BPS and in the H2 it has gone up by 139 BPS.
Due to the restrictions set amidst the emergence of COVID-19 in the Philippines and across the globe in 2020 and 2021, Philippines culinary tourism has experienced disruptions. Various travel bans and health concerns significantly affected the sector, a decline in tourist visits, and even temporary closure of restaurants and food festivals.
While domestic tourism somewhat compensated for that, people restoring regional/local peculiarities of restaurants laid the foundation for a less affected second phase of the revival.
For the targeted period 2025 to 2035, significant growth is expected due to an increase in demand for international travel and subsequently culinary experiences in particular. Compared to several years affected by the pandemic, the period is expected to reveal growth at a faster pace, driven by successful marketing strategies and infrastructure developments.
The practice of sustainability and the development of Philippine regional specialities will remain intact in differentiating the Philippines from the highly competitive other regional markets.
Due to its unique location, hospitality and cultural heritage, the tourism business of the Philippines is expected to grow significantly. Cooking, or the ability to prepare, taste, or eat delicious food, is one of many aspects that affect tourism.
As a result, the value of the target market has increased in recent years. In the field of cooking, visitors can visit different places and taste and enjoy different foods and drinks from other places. The target sector is expected to grow as more foodies travel to study more food culture, drink, and regional cuisine specialities. Several reasons contribute to growth, including rising consumer income and market penetration being one of them.
The Culinary Tourism Market Is Fuelled by the Rise of Home Cooking and Shared Dining
Tourists can see family ties to dining at indigenous homes or cooking together at local restaurants and food tours. It aims to directly spread the customs of food culture.
This has led to a tendency for travellers to get to know each other by having a home-cooked dinner with the locals, as the demand for a full-fledged tourism experience grows.
Many places are increasingly moving from globalization to localism, preferring local items that reflect their culture rather than following global trends. This trend is helping the regional specialties grow significantly leading to increased demand for such services and products.
The Growing Tendency to Learn Cooking Is Affecting the Market
The enhanced inclination towards cooking in the Philippines is contributing immensely to the growth of culinary tourism. The public is becoming more interested in factors other than eating, and especially the techniques and traditions behind Filipino food.
This trend corresponds with the global trend in experiential travel where practical activities such as cooking, and food preparation classes form part of the travel experiences.
This is well demonstrated when it comes to the Philippines where many of the selling points are the cooking classes that involve making Filipino food like adobo, sinigang and pancit. The guests are engaged by Filipino history and the approach that makes the food special.
They can also interact with Filipino food by cooking with local chefs or buying food produce from busy markets. This also goes hand in hand with helping to take a deeper cultural experience and assisting in advertising regional foods.
Furthermore, it has promoted the establishment of culinary colleges and cooking tourism for tourists. Other locations such as Pampanga which is referred to as the culinary capital of the Philippines have cashed in on this trend by making available classes which present old as well as new-age Filipino cuisine.
If this trend is set to continue, the Philippines is well poised to solidify its culinary tourism industry, enjoy the benefits of food tourism and bring a new appreciation for Filipino food and gastronomic culture to foreign tourists.
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Vibrant Philippines Culture is Riding the Culinary Tourism in the Country
The Philippines's culinary tourism marketplace is predicted to develop substantially because of the presence of many conventional grocery stores. In addition, spices, curries and Philippine dishes of diverse flavours are continually handled as artwork. This artwork draws overseas visitors to the cuisine and culture of the country.
In addition, one of the important motives at the back of the increase of the culinary tourism marketplace is the preference to research greater approximately Philippines's lifestyle, subculture and traditions.
Digitalization Trend Expected to Boost the Target Market
Apps are being utilized by hoteliers to control the offerings they offer to their visitors, and they can now manipulate many regions of the traveller cycle and experience. Since 2020, the fashion closer to digitized and contactless offerings has accelerated. Additional offerings which include virtual check-in, contactless cards, voice recognition, and fingerprints have become a transformation because of the developing use of innovative solutions.
Users who've grown to be used to the use of facial and fingerprint verification to get the right of entry to their mobile phones and laptops will quickly count on the equal ease of their luxurious hotels. Unfortunately, the fee of adopting and retaining those enhancements can be prohibitive for companies who are seeking to implement them.
Food Festivals Category is the Maximum Desired Activity Type
Based on the activity type, the food festivals category dominated the target market during the historic period and the market is anticipated to witness the same trend during the forecast period. The increase can be attributed to the developing affinity of vacationers for distinct experiences which mainly comprise distinctive meals and drinks.
In addition, culinary fests permit vacationers to make the maximum in their holiday time, exploring extraordinary regional specialities in a brief quantity of time and experiencing extraordinary flavours in a single area. Therefore, this category is highly preferred by vacationers who are willing to explore greater cultures in an extraordinarily brief time.
Online Booking is More Preferred by Tourists
Due to how easily it can be booked and made available through internet channels, culinary tourism has increased in popularity. Due to the simple, hassle-free digital money transfer, live monitoring, and increased security offered by online booking and mobile application platforms, tourists choose to utilise them.
Online booking is becoming increasingly popular all around the world since visitors can use the internet to research and compare information on trip destinations, hotels, restaurants, and other factors providing them with the best options for their tours and holidays.
To obtain a competitive advantage in the market, the major companies in the culinary tourism industry in the Philippines are concentrating on upgrading their offers by introducing sales, new tour destinations, and package deals.
For Instance
| Attribute | Details |
|---|---|
| Forecast Period | 2025 to 2035 |
| Historical Data Available for | 2020 to 2024 |
| Market Analysis | USD Million for Value |
| Key Region Covered | Asia |
| Key Countries Covered | Philippines |
| Key Segments Covered | Activity Type, Booking Channel, Tour Type, Region |
| Key Companies Profiled | Rio Travel and Tour; Viator Travelers; Leisure Pro Journeys; Yolo Travel Philippines; Blue Horizons Travel and Tours, Inc.; CTPH TOUR; Saferide Car Rental; Explore Manila Tours; Poochie's Kitchen; Joner Germina; Other (as per request) |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
The market is expected to reach a valuation of ~USD 8,328.0 million in 2025.
The growing popularity is due to the range and diversity of Philippine meals and additionally the colourful way of life of the Philippines which is attracting international travellers to the country.
Leading players operating in the target market are Rio Travel and Tour, Viator Travelers, Leisure Pro Journeys, Yolo Travel Philippines, Blue Horizons Travel and Tours, Inc., CTPH TOUR, Saferide Car Rental, Explore Manila Tours, Poochie's Kitchen, Joner Germina among others.
Leading players in the target market are estimated to account for approximately ~2%-7% of the total market share.
| Estimated Market Size (2024E) | USD 1,160.7 billion |
|---|---|
| Projected Market Value (2034F) | USD 5,627.2 billion |
| Value-based CAGR (2024 to 2034) | 17.1% |
| Market Estimated Size (2023) | USD 23,028.91 million |
|---|---|
| Market Estimated Size (2033) | USD 182,525.90 million |
| Value-based CAGR (2023 to 2033) | 23% |
| Expected Market Value (2023) | USD 34.86 billion |
|---|---|
| Projected Forecast Value (2033) | USD 161.94 billion |
| Anticipated Growth Rate (2023 to 2033) | 16.6% CAGR |
| Expected Market Value (2023) | USD 20.24 billion |
|---|---|
| Projected Forecast Value (2033) | USD 103.29 billion |
| Anticipated Growth Rate (2023 to 2033) | 17.7% |
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