ILOILO CITY — The Department of Tourism (DOT) is turning its "Love the Philippines: Find the One in Region 1" campaign into a bridge for economic opportunity, using a major trade engagement in Thailand. The initiative, held from August 12 to 18, 2026, goes beyond simply attracting tourists; it aims to forge lasting partnerships that benefit local communities and overseas Filipinos.
A Partnership Beyond Promotion
The campaign showcased the provinces of Ilocos Norte, Ilocos Sur, La Union, and Pangasinan to Thai travelers and industry stakeholders. The highlight was the opening of the Ilocos Region Pavilion at the Chang International Circuit in Buriram on August 14. The pavilion served as a vibrant showcase of tourism destinations, local products, and cultural experiences.
DOT Ilocos Regional Director Benjamin D. Manahan Jr. framed the engagement around partnership rather than mere promotion. "We see Thailand not just as a market, but as a partner," he stated. This philosophy underscores a strategy to build mutually beneficial relationships that extend beyond a single promotional event.
A Taste of Home and Heritage
A key component of the initiative was the "May-kan Chefs on Parade," which featured Master Chefs Xavier Mercado, Ryan Cortez, and Richard Gomez. They introduced Thai audiences to the unique flavors of Ilocos and Pangasinan. This culinary exchange served as an entry point for cultural discovery, allowing guests to experience the region through its food.
The pavilion also showcased products from local micro, small, and medium enterprises, such as buri crafts and Ilocos inabel textiles. For these artisans and entrepreneurs, the international exposure offers a chance to understand foreign markets and find business partners. The initiative transforms tourism promotion into a platform for tangible economic gain for local producers.
Opening Doors for Local Businesses
The engagement brought together local tourism officers, travel agencies, and accommodation providers with potential Thai partners. Meetings explored opportunities for travel packages and business linkages. This direct networking aims to widen the market for local tourism enterprises beyond the Philippines' traditional tourism centers.
Sports tourism also formed a part of the strategy, tapping into the motorsport community. By connecting these diverse sectors, DOT is building stronger people-to-people and business ties between the two nations. The goal is to create a network of partnerships that yields long-term benefits.
A Path Home for OFWs
The benefits of this campaign extend to Overseas Filipino Workers, especially those from Region 1 and those based in Thailand. For OFWs, the Thailand events offer a rare "taste of home" and a source of cultural pride. It equips them to act as informal ambassadors for their home region.
More significantly, the campaign stimulates economic growth in the Ilocos provinces. A thriving local tourism economy creates jobs and business opportunities. This is particularly beneficial for returning OFWs seeking to invest their savings or build sustainable livelihoods back home instead of working abroad again.
Strengthening Bilateral Ties
By fostering goodwill and deeper connections, the Philippines is creating a more welcoming environment for Filipinos in Thailand. The initiative reflects the broader role of tourism in strengthening ties between Southeast Asian countries. DOT expressed its appreciation to the Thai government and partners for their support.
The success of the engagement will ultimately be measured by the partnerships and business opportunities it generates. For the agency, international tourism promotion is a pathway for bringing the benefits of tourism directly to local communities and the diaspora alike.
