Manila, My Manila: Rediscovering and Reasserting the Character of the Capital

We all know Manila is the Philippines’ seat of power and is one of the country’s important cultural and economic centers. But to a large extent, the idea of “Manila” is now shorthand for the gigantic urban area surrounding the core City of Manila, which only has a relatively small land area of about 25 square kilometers. It is fair to say that visitors’ pictures of their “trip to Manila” are almost always of shopping and dining in Makati and BGC, and perhaps some of the obligatory sights (Fort Santiago, San Agustin, and Casa Manila) along Gen. Luna Street, Intramuros, if they happened to join an actual Manila tour. 

The “Manila, My Manila” campaign by the Department of Tourism, Culture and Arts of Manila (DTCAM) reintroduced Manila’s cultural wealth, energy, and heritage. The campaign launched during the My Manila Tourism Expo 2026, held from September 25 to 27 at the Foro de Intramuros, a fitting venue in the heart of Old Manila to showcase what the city has to offer. The expo brought together exhibitors from well-known Manila-based culinary spots, educational institutions, hotels and leisure establishments, artistic groups, government agencies, and even community representatives from the various districts, delivering a comprehensive overview of what makes the city a great place to learn, play, work, and enjoy life to the fullest.    

Aiming to break the mold of thinking that Manila is just a place to visit when necessary, the campaign promotes the view that it is a rewarding destination of choice, home to inimitable sights, tastes, experiences, and communities. This was relayed during the expo’s opening ceremony by Ms. Cristal L. Bagatsing, Director of DTCAM, as she stated: “Hindi lang dapat pumunta sa Maynila dahil kailangan natin. Pumunta tayo sa Maynila dahil gusto natin [Manila shouldn’t be visited just because we need to. We should go to Manila because we want to] … We want to transform Manila from a city people have to visit into a city people want to experience.”

It is this experiential approach that the campaign and expo highlight to both old and new visitors to Manila. As Atty. Joan M. Padilla, Administrator of Intramuros, shared in her speech: “Every destination has a story to tell, and every story becomes more meaningful when it is shared, it is experienced, and when it is carried forward.”  The Hon. Francisco M. Domagoso, City Mayor of Manila, likewise echoed: “Manila has a lot of stories to tell. Sa bawat sulok nito, may kuwento. Sa bawat eskinita at boulevard, laging may kasaysayan at nakaraan [In every corner there’s a story. In every alley and boulevard, there’s always history and the past.” 

Tourism programs and campaigns the world over rely on promoting sights and monuments as these are perennial crowd-pleasers. Everybody wants to post pretty things on their socials, and really, there’s nothing wrong with that. But perhaps also bringing to the fore the living history, current stories, and captivating experiences of dynamic places like Manila is the true differentiator. 

From having a food tour in Quiapo, to exploring the shops along the length of Ongpin Street in Binondo, to getting to know the creatives of Escolta, there is an almost inexhaustible number of itineraries and experiences for a “choose your own adventure” in the country’s capital city. And with Manila’s passionate advocates and promoters sharing their tips and secrets with everyone, all you have to do is look up the info and turn up downtown.