The Department of Tourism (DoT) on Wednesday launched Market or Palengke Tourism, an initiative aimed at promoting public markets as heritage and cultural sites while encouraging more environmentally friendly practices.

DoT Secretary Christina Garcia Frasco said Market Tourism is part of the government’s Strategic Framework and Roadmap for Food and Gastronomy Tourism.

Frasco said market tourism handbooks will be distributed to local government units to help attract more tourists through Filipino food culture and history.

“Our markets are not mere venues for commerce and trade; they are our cultural landmarks,” she said Wednesday during the launch of Market Tourism at Ayala Malls Manila Bay in Parañaque City.

“In Baguio, our pilot program has proven how a public market can become both a heritage site and an economic engine,” Frasco added.

The handbook contains six modules that cover the history of public markets, the mapping of sources for Filipino dishes, and eco-friendly practices for building and operating public markets.

“The market tourism handbook will equip local government units across the country to develop similar models,” Frasco said.

She explained that the handbook was developed through research and consultations with chefs, farmers, fisherfolk, historians, tour guides, and other travel operators.

“It’s a bottom-up strategy created with the people who know our food best,” she added.

Following the launch at Ayala Malls Manila Bay, the Tourism chief participated in a food tour in Malabon City—a historic fishing community established over four centuries ago under Raja Soliman and located near Manila Bay.

Frasco emphasized that bringing tourists into public markets can boost job opportunities for communities across the country.

“Malabon City tells a powerful story about the Filipino identity—where every recipe holds memories, where every bite carries history,” she said.

“Today we honor vendors, cooks, families, generations, and the people of Malabon who have kept these culinary traditions alive,” Frasco added.

She sampled several dishes and desserts from some of Malabon’s well-known family-owned restaurants, including Jay-R’s Okoy, Nanay’s Pancit Malabon, Ellet’s Halo-Halo, Dolor’s Kakanin, and Hazel’s Puto.

“Through these initiatives, we hope to empower communities, showcase their unique identity, and support their livelihood,” she said.