Manila Is Ready to Reintroduce Itself
A new tourism campaign and a three-day expo invite visitors to rediscover the capital, one food stop, neighborhood, and story at a time
When a foreign friend asks where they should go in the Philippines, the knee-jerk answers practically write themselves: Palawan. Boracay. Siargao. And for good reason. There really is nothing quite like our beaches.
But lately, there’s another question worth asking: Why isn’t Manila part of that conversation?
Because think about it: A walk through Intramuros. A food crawl in Binondo. Shopping in Divisoria. An afternoon in a museum, followed by a show or a meal at a little restaurant you have been meaning to try.
Manila has the makings of a full weekend itinerary. Yet for many of us, the capital is so familiar that exploring it rarely makes it onto our plans. We head there for work, errands, or a favorite food stop, then leave without venturing much farther.
The city’s latest tourism initiative offers a reason to linger.
From September 25 to 27, the My Manila Tourism Expo 2026 at Foro de Intramuros will bring together the capital’s tourism, culture, heritage, food, hospitality, and entertainment offerings. Organized by the City Government of Manila through the Department of Tourism, Culture and Arts of Manila (DTCAM), the event will also introduce the city’s new tourism campaign, “Manila, My Manila.”
At its heart is a familiar idea: the places we discover and the experiences we remember shape our relationship with a city. Your Manila might be a favorite meal in Binondo, a historic street you have walked countless times, or a neighborhood you are only beginning to explore.
For Manila Mayor Isko Moreno, the capital’s age is part of its appeal.
“Matanda na ang Maynila. Luma. Pero ang pagkakaluma ng Maynila ang siyang yaman nito. Sa bawat kanto, avenida, at boulevard, may kasaysayan, may kultura, at may kuwentong naghihintay na maranasan.”
Those stories unfold across a city where centuries-old churches and heritage buildings share space with new creative destinations, busy shopping districts, and places to eat, watch, and unwind. Even a return visit can lead somewhere unfamiliar.
“From our food and heritage to our historic downtown, there is always something to discover in Manila,” Moreno said.
The three-day expo gives visitors a starting point. Hotels, restaurants, cultural destinations, tourism establishments, and local businesses will gather in one venue, with participating establishments offering special packages, promotions, and deals. For anyone planning a staycation, food crawl, or weekend outing, it is a chance to explore the options.
DTCAM Director Cristal Bagatsing hopes that curiosity will carry visitors beyond the expo grounds.
“Since becoming DTCAM Director, I’ve fallen in love with this city in ways I never expected. There are stories everywhere—in our history, our food and traditions, our neighborhoods and people, and even in our grit. A city that has been through so much has so many colorful stories to tell.”
That personal connection runs through “Manila, My Manila,” which invites visitors to find their own reasons to return.
“Manila is alive, vibrant, imperfect, historic, and constantly evolving,” Bagatsing said. “We each have our own Manila story. Come and discover yours.”
And perhaps that’s the point of Manila’s new tourism chapter. Instead of simply telling people what Manila is, the city is inviting them to come and discover it for themselves—to find the places, flavors, stories, and experiences that make Manila meaningful to them.
So here’s a challenge: When was the last time you became a tourist in Manila?
Rediscover the city at the My Manila Tourism Expo 2026, happening September 25–27 at Foro de Intramuros from 9 AM to 9 PM.
Get your free ticket now: mymanilatourismexpo.com and follow the official Manila, My Manila Facebook page for more announcements and updates.
