AirAsia turns up the heat on Boracay's culinary and wellness appeal

As travellers increasingly seek authenticity and flavour in their holidays, AirAsia Philippines is aligning its tourism approach with the shift. Rather than focusing solely on sun and sand, the airline is spotlighting Boracay's emerging food scene - an effort that speaks to both evolving traveller tastes and its own expanding network.

This push for deeper tourism experiences comes on the back of strong momentum: AirAsia Philippines has served nearly 3 million guests in the first half of 2025, boasting an 85% load factor. According to the airline, 80% of these travellers were domestic, signalling a strong appetite for local travel.

Among top-performing destinations, Puerto Princesa took the lead domestically, while Taipei topped international routes. But it's Boracay - an island often synonymous with mass tourism - that is being reintroduced through a more curated and inclusive lens.

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AirAsia is working closely with local hospitality and dining stakeholders to reintroduce Boracay not just as a beach paradise, but as a rising destination for food lovers seeking more immersive, culturally rich experiences. As part of this effort, the airline has curated a list of standout culinary spots that reflect the island's growing diversity and flavour.

Among them is Little Taj, a vibrant Indian restaurant known for classic dishes such as butter chicken, biryani, and freshly made naan. Island Izakya blends Japanese comfort food with local influences, featuring an open kitchen where diners can watch their meals come to life.

Meanwhile, Muchos brings a bold Latin flair to the island. Rounding out the list is Nonie's, a favourite for conscious eaters. Its menu highlights ethically sourced ingredients and caters to a range of dietary preferences, including vegan and gluten-free options.

"Boracay's food scene truly has something for everyone, with options that cater to all kinds of tastes, dietary preferences, and cultural backgrounds," said Steve Dailisan, AirAsia Philippines' head of communications and corporate affairs. "As we see more and more stakeholders work together to champion inclusivity, we at AirAsia are proud to contribute to this journey, starting even before travellers reach their destination with our fully halal-certified meals on board and a diverse menu that caters to the varied needs of guests travelling to Boracay and beyond."

Industry data supports the move: the World Travel Food Association reports that 34% of global travellers now prioritise local cuisine as a way to immerse themselves in culture. Meanwhile, the Philippine culinary tourism market is forecast to grow at an annual rate of 11.3% through 2033, according to imarc Group.

Beyond food, AirAsia is keen to position Boracay as a destination for all-in-one escapes. Partner resorts such as The Mandarin Premier are helping realise this vision, offering more than 500 rooms across five properties and seven dining venues - plus the soon-to-open Spa Village.

Promotions are in full swing, too. From discounted packages to early bird rates and spa offers, guests are being nudged to rediscover Boracay in its quieter seasons. AirAsia is also continuing its own promos, including 544-peso one-way base fares to Caticlan valid until early May, targeting travel up to the end of September.

AirAsia's evolving campaign also reflects a strategic repositioning of the island's brand - from the party-heavy "Laboracay" image to a more responsible, inclusive, and community-driven identity under "Love Boracay."

As the official airline partner of this year's Love Boracay festivities, AirAsia is leaning into initiatives that promote barrier-free travel, representation, and accessibility. This includes not only festival sponsorships and sports events on the island but also tactical brand partnerships with local businesses such as Epic Boracay and The Lind, offering discounts and perks to AirAsia guests who show their boarding passes.

"We take pride in being this year's official airline partner of the festivities celebrating the world-renowned island of Boracay," said AirAsia Philippines CEO Ricky Isla. "We remain strongly committed in our partnership with the local government and tourism stakeholders in pushing for initiatives that will be both beneficial in ensuring the continued success of the travel and tourism industry."

Isla also noted that in 2024, AirAsia flew 1.3 million guests to Kalibo and Caticlan - the key gateways to Boracay. This cements its position "as one of the market leaders in the Province of Aklan, flying in tourists who stimulate local economic activity."

Tourism secretary Christina Garcia-Frasco, in support of the airline's partnership, said: "Our goal is to demonstrate that responsible tourism can harmoniously blend with enjoyable travel experiences. As we always say in the DOT, tourism is a shared responsibility and so we encourage our visitors to not only embrace the unparalleled beauty of Boracay but also to actively participate in preserving the island's natural wonders for future generations."

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