This is according to a new study by Oxford Economics (OE) in collaboration with the Asia Pacific International Spirits and Wines Alliance (APISWA) and the Alcoholic Beverages Alliance of the Philippines Inc. (ABAPI), which was presented to the media on Oct. 16.
Study: Tourists will pay more for premium experiences
The report, “Capturing High-Quality Tourism in Southeast Asia: The Impact of Premium F&B Experiences on Destination Choice,” surveyed 1,800 travelers from five key source markets—China, South Korea, Australia, the United States, and the United Kingdom.
It found that high-quality food and beverage (F&B) offerings—marked by exceptional service, variety, and authentic local flavors—are among the top factors influencing travelers’ choice of destination.
Tourists are reportedly willing to spend an additional $250 per person per day on average for destinations that deliver premium experiences.
Promoting authentic Filipino experiences
Carmela Febrio, acting head of the Americas division at the Philippine Tourism Promotions Board (TPB), underscored that high-value tourism is not synonymous with luxury resorts or fine dining alone.
“Local food and beverage experiences introduce international visitors to the vibrancy of Filipino culture and heritage, providing uniquely Filipino experiences they cannot find anywhere else,” Febrio said.
Her colleague, Ramon Julian de Veyra, acting head of the Europe, Africa, Middle East, and India division at TPB, echoed this sentiment. He noted that promoting sustainable, high-quality tourism ensures long-term industry growth while protecting destinations from the negative impacts of mass-market travel.
Curated, meaningful experiences
The report noted that the Philippines’ tourism sector continues its steady recovery. Records showed global tourist arrivals in 2024 reached an estimated 1.4 billion, up 11 percent from 2023 levels.
Tourism authorities are now shifting strategies to prioritize “quality over volume,” aiming to attract travelers who seek curated, premium experiences.
“Over the years, the idea of ‘quality’ has evolved—moving beyond brand-driven travel toward more curated, meaningful, and bespoke experiences,” said Maria Margarita Montemayor Nograles, chief operating officer of the TPB.
“The Philippines is exceptionally well-positioned to meet this demand, offering sustainable and immersive journeys rooted in our culture, creativity, and commitment to circular economies.”
Partnerships key to building premium tourism
Nok Laohaphan, president of ABAPI, stressed the importance of cross-industry partnerships among hospitality establishments, the F&B sector, and beverage producers.
“Collaboration is key to creating immersive, premium experiences that meet global standards while supporting local businesses,” Laohaphan said.
The study further emphasized the potential of public-private partnerships to optimize the tourism experience and attract high-quality travelers.
By focusing on experience-driven strategies, the Philippines can move beyond volume-driven tourism—maximizing economic benefits, boosting visitor satisfaction, and strengthening its position in the competitive Southeast Asian market. —Ed: Corrie S. Narisma
