The Philippines is giving international media and ASEAN delegates a taste of its culture, cuisine, wellness traditions, and homegrown products through an immersive Philippine Experience at the ASEAN International Media Center (IMC) in Pasay City.
Set up at the World Trade Center Metro Manila, the IMC serves as the central media operations and international broadcast hub for local and international news organizations covering the country’s hosting of the 49th ASEAN Summit and Related Summits.
To make the experience more memorable, the Department of Tourism (DOT) transformed the facility into a showcase of Filipino hospitality, featuring regional food offerings, traditional wellness services, local beverages, and products from micro, small, and medium enterprises (MSMEs).
Tourism Secretary Dita Angara-Mathay said the initiative highlights the Philippines’ culture, heritage, destinations, and local products while strengthening the country’s tourism presence among members of the international community.
She said the President’s two key directives for the ASEAN Summit were to advance meaningful regional agreements and use the international gathering to showcase what the Philippines has to offer.
Filipino Food, Wellness, and Local Products Take Center Stage
Among the highlights of the Philippine Experience is the Philippine MSME Hub, which features locally made products sourced from micro, small, and medium enterprises across the country.
The initiative is already generating positive results. Since the IMC’s soft opening, the MSME Hub has recorded PHP 914,522 in sales, giving participating businesses a chance to introduce their products to international visitors and media representatives.
Delegates can also enjoy free samples of regional Filipino dishes and local beverages, offering a convenient introduction to the country’s diverse culinary traditions.
For those interested in Filipino wellness practices, the facility also features traditional hilot massage, giving visitors a glimpse of the country’s long-standing therapeutic and relaxation traditions.
Exploring Philippine Heritage Beyond the Media Center
The Philippine Experience extends beyond food and shopping, offering delegates opportunities to discover the country’s history and cultural heritage.
Through complimentary cultural tours, 65 media delegates have already visited Museo del Galeón and Intramuros, two destinations that offer insights into the Philippines’ maritime history and Spanish colonial past.
Another featured service is the PHLPost station at The Tent, where delegates can send free travel postcards. The postal station has generated PHP 32,010 in postal service transactions, adding a traditional travel experience to the international media gathering.
A Showcase of Filipino Hospitality
Beyond its tourism attractions, the ASEAN International Media Center provides international journalists with practical facilities to support their coverage of the high-level meetings.
The Presidential Communications Office (PCO) has equipped the venue with broadcast studios, briefing rooms, media halls, recording booths, and dedicated workspaces.
PCO Secretary Lino Cayetano emphasized that the facility was designed to serve international media while providing them with a window into the Philippines.
The initiative demonstrates how major international events can create opportunities to promote local tourism, cultural heritage, Filipino cuisine, and homegrown businesses to a global audience.
The ASEAN International Media Center will remain open until November 17, welcoming accredited local and international media organizations covering the summit and related meetings attended by regional leaders and international delegates.
Through the Philippine Experience, the country is making its presence felt beyond the conference rooms, allowing visiting delegates to discover the flavors, traditions, products, and hospitality that make the Philippines a distinctive destination in Southeast Asia.
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