The Philippines aims at a younger generation of Filipino American travelers

As the head of her own marketing agency in Los Angeles, Shaina Renee Manlangit has made it a mission to elevate Filipino American talent and culture. But, it occurred to her last year, she still had never actually been to the Philippines.

Knowing there were other young Filipino Americans who felt that gap, the 28-year-old promptly “cold-emailed” the Philippine Department of Tourism. That led to her visiting the country in March for the first time.

“It was a very big cultural shock,” Manlangit said. “Once I got a taste of it, I just wanted to learn more.”

She tasted regional foods, saw both cities and beaches. She learned that the Philippines is a top diving destination, and now she is trying to learn the Tagalog language. Manlangit has since parlayed her journey of discovery into a collaboration with the government to launch trips especially geared toward young Filipino Americans.

The Philippines has long been interested in attracting Filipino Americans to come and add to the economy, but its incentives have mostly drawn retirees or immigrants catching up with relatives. Today, they are aiming a younger generation of Filipino American professionals who live on TikTok and Instagram.

Two Filipino American influencers were recruited to join a group VIP tour in July. Manlangit also has a state-endorsed, eight-day tour slotted for 2024 through the capital city, Manila, and the islands of Cebu and Coron is being marketed as a vibrant introduction for any Filipino American willing to join.

For some young Filipino Americans, or Fil Ams, unfamiliarity with their parents’ home country and language makes the idea of planning a trip there overwhelming. But younger generations also have grown up encouraged to show cultural pride. So as adults, some are searching for a connection to the Philippines.

October is Filipino American History Month, and Manlangit is hoping her peers might focus on exploring their family roots through travel.

Alexander Martin Jr., 31, has already committed to one of the 10 spots on the trip she designed. Born and raised in San Leandro, California, the entrepreneur only knows the Philippines from family photos and stories. School, sports and then work