Specials >>Kulinarya Program

DOT'S KULINARYA PROGRAM

In efforts to promote the Philippines as a culinary destination and promote Filipino cuisine to international and domestic tourists, the Department of Tourism is currently developing the Kulinarya Program.

The program is conceptualized to have 2 components which include the Product Development and the Marketing/ Promotions Components. This is due to the fact that DOT sees the need for interventions initially, on the product development side as Culinary Tourism is a new product offering. This will be followed shortly after with aggressive actions on the marketing and promotions front.

The Product Development module, shall include the following specific areas:

1. Identification of signature Filipino dishes and standardization of recipes, presentation and styling for international promotion
2. Development of a Philippine Food Manual/Cook Book/Recipe and Style Guide
3. Development and implementation of training modules for Culinary Tour Guides
4. Inventorying of restaurants in the country featuring Filipino and regional specialties
5. Upgrading of the quality of Filipino restaurants both in the country and abroad through standards development and training programs
6. Development of mechanisms and incentives to encourage the investments in Philippine restaurants abroad
7. Development and upgrading of the quality of Cultural Dinner Show packages in key entry points of the country
8. Development of Culinary Tourism Packages (e.g. food trips, cooking classes, food festival tours)

Under Promotions, the following promotional initiatives are envisioned:

1. Development of a detailed marketing and promotions plan identifying specific target markets.
2. Launching of standardized Filipino signature dishes for international promotion in Malacanang
3. Development of brochures, posters, flyers, pocket recipe cards and other collaterals on Philippine food
4. Promotion of Philippine food/Culinary Tourism during the International Food Expo, Food Missions and other culinary events
5. Implementation of an invitational program for editors and writers of international food and leisure/lifestyle publications
6. Negotiation of tie-ups with tri-media producers for the production of shows and special features focusing on culinary tours and Philippine food

These projects will be undertaken by the Department of Tourism with various stakeholders from the government and the private sectors.