Philippines looks to draw Gen Z Filipino Americans who have never visited their ancestral homeland

Shaina Renee Manlangit, a Los Angeles-based marketing agency owner, has dedicated her career to promoting Filipino American talent and culture. However, she realized last year that despite her deep involvement in the culture, she had never visited the Philippines. Aware that other young Filipino Americans shared this experience, she reached out to the Philippine Department of Tourism. This initiative led to her first visit to the Philippines in March 2023. The cultural differences she encountered were significant, but she found herself drawn to learn more. She sampled regional dishes, explored cities and beaches, and discovered that the Philippines is a top diving destination. She even began learning Tagalog, the national language. Inspired by her journey, Manlangit collaborated with the government to organize trips specifically designed for young Filipino Americans. The Philippines has always been keen on attracting Filipino Americans to contribute to the economy. However, previous incentives mostly attracted older individuals or immigrants visiting relatives. The current focus is on a younger generation of Filipino American professionals who are active on social media platforms like TikTok and Instagram. Manlangit is planning an eight-day tour in 2024 that will take participants through the capital city, Manila, and the islands of Cebu and Coron. The Department of Tourism expressed enthusiasm about the collaboration, hoping it will strengthen cultural bonds and create 'reasons to love the Philippines', echoing the country's current tourism campaign. For some young Filipino Americans, the prospect of planning a trip to the Philippines can be daunting due to unfamiliarity with their parents' home country and language. However, they have also been encouraged to take pride in their culture. Manlangit's initiative offers a solution to this dilemma. One of the individuals who has committed to the 2024 trip is Alexander Martin Jnr, a California-born entrepreneur. He has only known the Philippines through family photos and stories. The thought of planning a trip to the Philippines was intimidating, but the idea of traveling with other young Filipino Americans was reassuring. He looks forward to familiarizing himself with his culture and hopes to share these experiences with his son in the future. The Philippines' efforts to integrate Filipinos in America date back over a century. After the Philippine-American war and the ensuing US occupation, both countries passed the Pensionado Act in 1903, which allowed Filipino students to travel to the US for further education. In 1973, the Balikbayan Programme was enacted to encourage Filipinos living in the US to work part-time in the Philippines. About 30 years later, dual citizenship was granted to Filipino Americans born in the US after 1973. Manlangit's 2024 tour will include activities such as snorkeling, hiking, and visiting sites like Fort Santiago in Manila. She hopes that these trips will not only cater to Filipino Americans but also contribute to the growth of the Philippines.