Agritourism is a subsector of the ecotourism industry in which tourists visit farms, ranches, or other agricultural businesses whether for education or entertainment. Beyond the camaraderie and the attractive sceneries, agritourism fosters a deeper understanding of global farming processes through immersive experiences. Prior to the pandemic, the Philippines was named one of the top agritourism destinations in the world along with Taiwan, Tuscany, Mallorca, Brazil, Hawaii, California, and Grenada. 

Many farms across the archipelago have opened their gates to tourists. Agritourism in the countryside is supported by Republic Act No. 10816, otherwise known as the Farm Tourism Development Act of 2016, which provides financial incentives to further develop the subsector.

After the agritourism law was passed by Congress, the Department of Tourism (DOT) rolled out a digital campaign called “Future Farms” that specifically aims to promote innovative, sustainable, and progressive farms offering a unique blend of leisure and agriculture. The campaign highlighted farms located in Pampanga, Isabela, Palawan, Iloilo, Bohol, Bukidnon, Davao del Norte, and Surigao del Norte.

These “Future Farms” represent the direction that the DOT is pushing for – combining authentic agricultural experience with modern tourism amenities to ensure quality, safety, and sustainability. The DOT encourages both local and international visitors to check its website and social media accounts for the updated lists of accredited farm tourism sites. It works closely with the Department of Agriculture in a converged effort to promote “food and farm tourism.”

According to the DOT, agritourism is a powerful tool to revitalize rural economies, create jobs, and provide enriching and educational experiences for both domestic and global tourists. It has collaborated with international bodies such as the United Nations’ Food and Agriculture Organization to conduct a nationwide training series for farm operators on risk management and sustainable practices.

Perhaps agribusinesses and tourism operators can partner to create high-value travel products such as workshops on organic farming or unique wellness retreats centered on natural farm products. Such diversification efforts could lay the groundwork for farmers to pursue DOT accreditation for their agritourism ventures.

In the private sector, the annual Bright Leaf Awards have been bestowed on excellent agriculture stories in print, radio, television, and online mediums. The country’s premier agricultural journalism awards program also honors the most compelling photos that capture the essence of tobacco farming and the agriculture sector. Launched in 2007, the competition is a key project of PMFTC Inc. – the business combination between Philip Morris Philippines and Fortune Tobacco Corp.

One of the featured topics among several winning entries in certain Bright Leaf categories is agritourism. In 2025, the Best Agriculture Feature Story (Regional) was an article written by Marianne Abalayan about an 18-year-old who built a thriving mulberry business. Vina Medenilla won the Best Online Story award in 2021 for her piece on an agritourism site fostering sustainable agriculture to strengthen communities. In 2019, the Agriculture Story of the Year award was won by Joey Gabieta for his essay titled “Farm Tourism Grows in Leyte Village.”

The theme for the 18th Bright Leaf Awards this year was “Inspiring Growth” to emphasize the importance of storytelling in elevating Philippine agriculture. “Gintong Puno” or “The Golden Tree” – a TV documentary produced by Bryan Kristoffer Brazil for GMA Network’s “The Atom Araullo Specials” – was named the Agriculture Story of the Year for 2025. It uncovered the secret and perilous world of Lapnisan, the source of prized Agarwood that has become a target of illegal logging and smuggling.

During the awarding ceremony at the Fairmont Hotel in Makati City, PMFTC President Gijs de Best said: “In today’s world, courage also means shining a light on complex issues from sustainability and digitalization to illicit trade, which threatens livelihoods and economic progress. The media’s role in bringing these stories to the public – truthfully, responsibly, and with depth – is indispensable.”

PMFTC has taken a significant step in its smoke-free future vision with the launch of IQOS ILUMAi that has advanced features designed to let users enjoy their tobacco experience at their own pace. It has a touch screen display for easy monitoring of usage, and a pause mode through a simple swipe. The new product was unveiled during the 2025 Smoke-Free Summit at Okada Manila in Parañaque City.

A limited-edition variant of another smoke-free product called ZYN was also launched recently by PMFTC at Blue Leaf in Bridgetowne, Pasig City. “Being the world’s number-one nicotine pouch brand, ZYN is committed to offering the same dependable quality and experience,” de Best disclosed. This was another milestone in PMFTC’s mission to replace cigarettes with better alternatives for the millions of Filipino adult smokers nationwide.