AirAsia Philippines turns Sandugo Festival into a Gen Z cultural experience

AirAsia Philippines tapped into the pulse of young travellers in Bohol last week, drawing over 50,000 concertgoers to the Sandugo Festival through its LFG! Let’s Fly & Go Fiesta Series. The event, which also attracted 300,000 online views, placed the airline at the heart of local culture, music, and Gen Z engagement, combining travel convenience with a dynamic festival experience.

The concert, held at Bantawan in the Old Tagbilaran Airport, featured rising OPM artists Cup of Joe, known for Multo, and Earl Agustin, who performed his hit Tibok. Guests presenting AirAsia boarding passes enjoyed exclusive fast-lane access to the concert grounds.

“AirAsia is deeply committed to enriching stakeholders’ experiences while promoting cultural diversity. Through music and festivities, communities unite and celebrate meaningful causes such as preserving history for future generations. We’re proud to partner with the LGU of Bohol in championing initiatives that drive travel growth in this beautiful destination,” said AirAsia Philippines president and CEO Suresh Bangah.

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Beyond the concert, AirAsia Philippines took part in the Miss Bohol pageant and the Sandugo Street Parade, reinforcing its support for the island’s cultural heritage. With its ongoing flights between Manila and Tagbilaran, the airline strengthens its foothold in Bohol, offering competitive fares and reliable connectivity for both leisure and cultural travellers.

By intertwining local culture with engaging experiences, AirAsia Philippines not only amplifies its brand visibility among Gen Z travellers but also underscores its commitment to promoting tourism in emerging destinations across the Philippines.

Recently, AirAsia Philippines marked a major milestone with the opening of its new headquarters in Pasay, dubbed “The Red Horizon,” which will house over 1,500 staff and reflect Filipino-inspired values of inclusivity, collaboration, and national pride. The event was attended by key aviation officials and public figures, including senator Erwin Tulfo, and highlighted the airline’s resilience, growth, and commitment to accessible travel.

The modern facility features regionally themed rooms, dedicated prayer spaces, a gym, and a People First Stop hub supporting employee well-being and mental health. Coinciding with the launch of its headquarters, AirAsia Philippines also rolled out a Mid-Year Sale across domestic and select international routes.

Additionally, AirAsia Philippines renewed its partnership with the provincial government of Leyte, reaffirming its commitment to affordable travel, tourism growth, and regional connectivity in Eastern Visayas. Since 2009, the airline has served Tacloban with travel options, supporting the region during crises such as Typhoon Yolanda and contributing to reconstruction efforts.

Leyte governor Jericho Petilla and tourism consultant Frances Ann Petilla highlighted the airline’s ongoing support in boosting the visibility of the province’s destinations, with Bangah noting the airline’s role in connecting communities as infrastructure such as the San Juanico Bridge continues to develop.

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