For the three-day food and travel festival, at least 30 exhibitors from nine different regions of the nation will present cuisine and gastronomic goods at the Ayala Center Cebu.

Ayala Malls and the Department of Tourism's Product and Market Development (OPMD) collaborated to organize the "Kaon Ta, Kain Pa! The Food and Travel Festival, a major initiative of the DOT to promote food/gastronomy tourism, began on November 11 and will conclude on Sunday, November 13.

It is intended to support the nation's initiatives to promote the Philippines as an Asian hub for food and cuisine by highlighting regional products, customs, and traditions in tourist hotspots.

“Food has always been part of the identity and culture of Filipinos,” said DOT undersecretary and chief of staff Mae Elaine T. Bathan.

According to Bathan, promoting local cuisine and gastronomic specialties will not only increase interest among tourists visiting different parts of the Philippines but will also support the nation's agriculture and other economic sectors at the local level.

She claimed that along with the unique Filipino brand of hospitality, traditions, and values, food is a component of the broader Filipino brand that should be highlighted.

The exhibition displays the country's numerous tourist sites' rich culinary heritage. It includes locally produced fresh goods from farmers and community organizations, handcrafted goods from MSMEs, a communal table with a basket of regional ingredients, presentations about food and farming, and cooking demonstrations by local chefs.

The event's theme for the Cebu leg is "Inuman @ Pulutan," which highlights the nation's famous drinks, vibrant drinking culture, and artisanal brews, drafts, and infusions.

Bathan expressed optimism that the Philippines will surpass the anticipated 1.7 million arrivals for 2022, noting that the most recent arrival tally had already hit 1.1 million.