PARIS, FRANCE — The Department of Tourism (DOT) generated an estimated P772 million in sales leads during a successful back-to-back culinary marketing blitz in Paris. The promotions strongly reinforced the Philippines' status as a world-class culinary destination for the French travel market.
A Culinary Blitz at IFTM Top Resa
The Philippines showcased its rich gastronomy and growing culinary credentials at IFTM Top Resa, one of France's leading multi-segment travel trade fairs. Held from September 15 to 17, this major event covered leisure, business travel, events, and MICE sectors.
In celebration of the landmark inaugural launch of the MICHELIN Guide Philippines, the country featured a dedicated section. This highlighted newly curated travel packages to international buyers, generating a massive P526.9 million in trade sales leads.
The strategic placement of Philippine cuisine at the forefront of the trade fair aimed to capture the attention of European travel buyers. By leveraging global culinary recognition, the DOT created a compelling narrative for travelers seeking unique gastronomic adventures.
Showcasing Filipino Flavors in Paris
Earlier in the week, the Philippine Culinary Showcase took place at Mischief in Paris from September 14 to 16. Organized in collaboration with the Philippine Embassy, this three-day B2B networking event targeted outbound tour operators and MICE decision-makers.
The absolute highlight was an exquisite eight-course tasting menu co-curated by Chef Aaron Isip and Paris-based Chef Erica Paredes. The menu brilliantly presented traditional Filipino flavors through contemporary culinary techniques, captivating over 100 industry figures.
This exclusive showcase successfully generated approximately P245.9 million in projected sales leads. It created invaluable opportunities to promote highly specialized Philippine culinary tour packages in both the French and broader European markets.
Expanding the European Market Reach
On the sidelines of the trade fair, the country also spotlighted its emerging destinations with a 48-square-meter pavilion at the Parc des Expositions de la Porte de Versailles. The pavilion served as an active business hub for seven private sector co-exhibitors.
This dynamic space connected the Philippine delegation with European tour operators, travel agency networks, airline partners, and trade media. The B2B meetings focused on expanding Philippine tourism products and developing specialized travel itineraries across the archipelago.
The robust presence of private sector partners demonstrated a unified front in promoting the country. By offering diverse tourism offerings tailored for the European market, the delegation maximized its impact and forged lasting international connections.
A Growing French Market
These highly targeted promotions are already yielding tangible results. Based on recent eTravel data, the Philippines has warmly welcomed 65,002 tourists from France as of October 17, 2026, reflecting a growing interest in the country.
By seamlessly linking gastronomy with travel, the DOT effectively positions the Philippines as an irresistible destination. The strategic push into the French market highlights the universal appeal of Filipino flavors and world-class hospitality.
