LUCENA CITY, Quezon — President Ferdinand Marcos, Jr. on Friday highlighted the importance of Filipino food to boost “experiential tourism” in the country, noting that every region has its own food to offer travelers.

In his speech during the national kickoff of the Filipino Food Month, Marcos said Filipino cuisine built the country’s identity, culture, and history.

“Para sa atin ang pagkain ang wika ng ating puso, ang simbolo ng ating pakikiisa at pagmamahal,” said Marcos.

"Mahalaga ang lahat ng ito sa ating isinusulong na tinatawag na experiential tourism," he said.

Tourists nowadays do not want to stay in one place and just sit down, he said, as they want to see, experience, and participate in whatever activity is available based on their surroundings.

"Napakalaking halaga – napakalaking halaga na ipakilala natin ang pagkaing Pilipino," he said.

"Kapag nakakain na ang isang dayuhan ng masarap, kahit ano man na klaseng Filipino food, basta’t natikman na niya, malaki na ang kanyang pag-unawa sa kultura ng Pilipino," he added.

According to Agriculture Secretary Francis Tiu Laurel, food serves as a piece of culture and history, too, which was why it needs to be celebrated.

The event also sought to remind every Filipino of the role of farmers in providing food to every table. In a statement, the agency added that the kick-off aims to serve as a “launchpad” for the Filipino Food Month this year.

The national kick-off also sought to put a premium on local agricultural produce, as well as highlight the “deep connection between food, culture, and national identity.”

The Tourism department said earlier that tourist arrivals in the country may reach 12 million by 2028.

In fact, last month, Ayala Land Hospitality announced a $500-million capital expenditure for its portfolio in the next 5 years because of this, just as it unveiled fresh versions of its resorts to cater to leisure travelers.