Demand for ‘immersive travel’ on the rise

CEBU, Philippines — From merely sightseeing, travelers have shifted towards a demand for deep, immersive travel experiences, creating opportunities for communities in tourism hotspots to participate in the tourism business.

According to Cebu Alliance of Tour Operation Specialists (CATO) president Alice Queblatin, tourists nowadays—both foreign and domestic—prefer travel packages that include immersive experiences. This means engaging in authentic and interactive activities during their visits to a destination.

In Cebu, some of the most popular packages include farm visits and culinary adventures, such as hands-on experiences in preparing traditional Filipino cuisine.

Queblatin, who owns Southwinds Travel and Tours, one of Cebu’s leading travel agencies, noted that this trend allows local communities to earn a living by participating in these immersive activities with tourists.

One of the most in-demand activities, especially among American travelers, is “Eat with a Filipino Family.”

"We are seeing a steady influx of American travelers, and one of the highlights of their visit is experiencing Filipino hospitality firsthand—watching how local dishes are prepared, sharing a meal with a Filipino family, and learning about our culinary traditions," Queblatin said.

Cebu’s iconic “pusô” or hanging rice is also gaining popularity, with groups of tourists participating in pusô-making activities. Visitors also get to experience herb planting, harvesting organic vegetables, and taking part in a Sikwate Ceremony, where they prepare and enjoy traditional Filipino hot chocolate.

Cebu-based travel operators have partnered with The Chocolate Chamber to offer an immersion package where visitors can learn the art of chocolate making using locally grown cacao.

Another top-selling attraction is the “Do-It-Yourself” experience, where guests personalize local crafts, such as painting their own ukuleles at Cebu’s renowned ukulele factories.

"The paint-your-own-ukulele experience has become one of our best-sellers," Queblatin said.

For those seeking adventure and cultural heritage, Cebu offers an exclusive arnis experience. Tourists visit a village on Mactan Island—the birthplace of the traditional Filipino martial art—where local practitioners teach them the basics of arnis, providing a firsthand look at this centuries-old combat discipline.

With the rising trend of experiential travel, Queblatin emphasized the need for Cebu to expand its offerings and involve more local communities in tourism initiatives.

Immersive travel is part of the emerging purpose-driven travel movement, where travelers seek meaningful experiences worldwide.

According to Tripadvisor today’s travelers want to explore the world differently—“see new places and do new things.” Tripadvisor data reveals that the majority prefer to experience destinations in a more immersive and experiential way, fostering a deeper connection with history and culture.