General Santos City is aggressively rebranding itself as a premier food tourism destination this April, aiming to rival established culinary hubs like Iloilo. Supported by a P2-million grant from the Department of Trade and Industry (DTI), the city has launched its "Lunsod Lunsad" program to spotlight its diverse and unique culinary legacy. From the heart of Sarangani Bay to the rolling hills of the interior, GenSan is showcasing a food story that moves far beyond the industrial tuna port and into the rich traditions of its indigenous communities.
The Lunsod Lunsad Creative Vision
The "Lunsod Lunsad" initiative is a strategic effort to boost GenSan's food tourism by documenting historical and indigenous cuisines. Tourism Officer Eliodoro Alcaya Jr. emphasized that food tourism offers an immersive experience that gives visitors a deeper understanding of the local way of life. The program is specifically highlighting Blaan and Moro dishes that have long defined the region's diverse food culture. By integrating these cultural narratives into the city's tourism products, GenSan is creating a unique value proposition that appeals to global travelers seeking authenticity and heritage.
Agritourism and Emerging Fruit Zones
A key component of the 2026 tourism strategy is the identification of new agricultural zones in areas like Tambler and Fatima. These zones are being developed as future agritourism sites that will feature emerging fruit farms for grapes, dragon fruit, and white shrimp production. Visitors will soon be able to experience a "farm-to-table" journey that showcases products from local farmers and advocates for the use of overlooked backyard fruits. This diversification ensures that GenSan’s tourism industry is resilient and capable of attracting a wider demographic of travelers throughout the year.
Gastronomy as a Driver for Regional Growth
Beyond leisure, the food industry is contributing significantly to job generation and overall economic growth in the city. High-level international events, including the Mindanao Tourism Expo 2026 scheduled for April 17-20, are being used to showcase local restaurants to global delegates. The city is also focusing on diversifying its halal culinary options to appeal to the growing market of Muslim tourists. This holistic approach—combining policy, culture, and agriscience—is transforming General Santos into an investment-ready tourism market that offers authentic experiences shaped by the resilience of its people.
