Cuisine, culture, coffee and world-class entertainment take front and center as the Philippines present why it is more fun to visit the country at 40th World Travel Mart (WTM) in London.

Joining the Philippine delegation, as curated by the Tourism Promotions Board (TPB) Philippines, the marketing and promotions arm of the Philippine Department of Tourism, are some the country’s finest examples of food, crafts, traditions, top attractions and talents to give WTM participants a taste of the country’s when they visit the Southeast Asian archipelago of 7,641 islands.

Highlights of Philippine booth include colourful ancestral art of weaving from the province of Kalinga in the island of Luzon, local colourful mats called banigfrom Basey, Samar in the island of the Visayas, and intricate fashion accessories made of agsam from the province of Surigao del Sur from the island of Mindanao.

Kalinga weaving makes use of wood bar fibers called buteg, native cotton balls called sag-ut, and herbal dyes to create traditional patterns. The banigis made from tikog plant or reed grass, while agsam is a kind of fern that is also called nito in other parts of the country.

Providing a taste of Filipino cuisine is award-winning Chef Jam Melchor who is known for his contemporary take on heirloom recipes from Pampanga, the culinary capital of the Philippines, and Chef Rica Buenaflor who is championing traditional dishes from the Bicol region. To showcase the unique flavours and wide gastronomic choices Philippines has to offer, Chef Jam will delight WTM participants with his biringhe, a traditional rice dish of chicken and sausages, while Chef Rica will do a cooking demonstration of Bicol’s most famous dish called laing which is dried taro leaves cooked in coconut milk.

Proving that Filipinos are world-class entertainers are award-winning artists of folkloric group La Lira Filipina, headlined by vocalist Princess Virtudazo and violinist and concertmaster Merjohn Lagaya. The group will be serenading guests with their rendition of traditional Filipino music, as well as opera, Broadway and contemporary music.

Completing the world-class showcase is a taste of Philippine brew using sustainably-grown Philippine coffee from Cordillera, Benguet, Bukidnon, Mt. Apo and Cagayan de Oro. To be served by no less than top notch baristas Kiddo Cosio and Silvester Samonte of El Union Café and Raoul Peralta of social enterprise Henry & Sons. Their participation will not only put Philippine coffee on the global stage, but promote a sustainable coffee culture for the country.

The Philippines indeed has a lot to offer. With breathtaking sceneries and its diverse culinary, cultural and entertainment offerings, visitors will never run out of unique and memorable experiences. But more importantly, the Philippines will provide a taste of what makes the country a unique destination – the warm hospitality of the Filipinos who will make every visit truly more fun.