The Philippines has long been synonymous with paradise - perfect white sand, turquoise water and stunning sunsets that stop you in your tracks. But the country’s tourism story is evolving.
Beyond the beach bars and island-hopping tours, a new focus is emerging: authenticity, connection and sustainability.
At this year’s World Travel Market in London, Euronews Travel spoke to Marga Nograles, COO of the country’s Tourism Promotions Board, about how the Philippines is redefining what it means to experience its 7,641 islands.
“Now what we are doing is as we invite the world to come, explore our beaches, we also invite them to experience more of the destination as they immerse further into meeting the Indigenous communities, into those beaches, the keepers of the land,” Nograles explained.
She added: "Imagine dining with an Indigenous community or wearing their garb, as you dance and sing with them."
From turtle releases to community-led beach clean-ups, visitors are being encouraged to connect with the people who call these islands home - not just admire the view.
Nograles also pointed to some of the country’s other major draws, from its fast-rising food scene, which recently earned Michelin Guide recognition, to the warmth and creativity of the Filipino people themselves.
Check out the video above to hear more from Marga Nograles.
