MANILA, Philippines — The city government of Manila launched a new tourism campaign on Friday, September 25, aimed at showcasing the capital’s modern growth alongside its rich historical heritage.
The campaign debuted during the opening of the three-day “My Manila Tourism Expo 2026” at Foro de Intramuros.
Manila Mayor Isko Moreno Domagoso led the event alongside Vice Mayor Chi Atienza, Intramuros Administration Administrator Joan Padilla, and Department of Tourism, Culture, and Arts of Manila (DTCAM) Director Cristal Bagatsing.
Domagoso noted that the expo highlights both the contemporary and historic facets of the capital, referencing cultural figures and historic landmarks.
“We may have modern buildings, but we also have beautiful buildings tested by time,” he said.
“Manila has a lot of stories to tell. Sa bawat sulok nito, may kwento. Sa bawat eskinita at boulevard, laging may kasaysayan at nakaraan,” the mayor added.
Bagatsing, who led the organization of the event, stated that the initiative aims to redefine how visitors view the capital under the official tagline: “There isn’t just one Manila. There’s your Manila, My Manila.”
“Our vision is simple: we want to transform Manila from a city people have to visit into a city people want to experience,” Bagatsing said.
Speaking to reporters, Domagoso pointed out that boosting local and foreign tourism plays a direct role in local job creation and business growth.
“Tourism creates a lot of jobs. For every tourist, I don’t know the exact mathematics of it, but every tourist creates at least one or two jobs. So the more tourists, whether domestic or foreign, going to Manila, it creates more jobs for the people of Manila,” Domagoso said.
“Modesty aside, the city of Manila enjoys double-digit growth in spite of the economic situation for the past year; that is already a fact. Our businesses rose double digits in terms of registration, minimizing mortality in the city,” the mayor added.
He further explained that the campaign title draws inspiration from National Artist Nick Joaquin’s work Manila, My Manila.
“Because our Manila is your Manila. It’s everyone’s Manila; it’s the Filipino’s Manila, because again, where Manila goes, the country follows,” he said.
The free-admission expo features 11 distinct thematic zones, community seminars, film screenings, and live musical performances. Organizers reported over 12,000 registered participants ahead of the event’s conclusion on September 27.