The next big thing in travel is going deeper
The Philippine tourism industry is shifting its focus from popular, well-known destinations to deeper, community-based experiences. Government initiatives like the 'Love the Philippines' campaign aim to highlight local culture, regional cuisine, and lesser-known natural attractions.
Why it matters
This shift represents a broader global trend in sustainable tourism, moving away from mass-market 'Instagrammable' travel toward authentic, localized economic development.
Manila Bulletin - The next big thing in travel is going deeper
The next big thing in travel is going deeper
It may not be about finding another Boracay, but about discovering the many places that have been here all along
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