Cinema continues to shape how audiences understand places long before they arrive. In the Philippines, romantic films in particular have introduced destinations that later become part of public imagination—spaces remembered not only for their scenery, but also for the stories they hold. As this relationship between screen and travel evolves, film tourism emerges as a growing field that connects storytelling, cultural identity, and destination development.
CineSinta: P.S. ILY (Pelikula, Sining at Inukit na Lakbay) takes on this intersection of film and tourism through a student-led conference organized by the Tour 126 SWX Events Management class. Set on May 18, 2026, from 12:00 NN to 6:00 PM at the IBG-KAL Theater, the event gathers students, tourism professionals, filmmakers, creatives, and cultural advocates in a shared discussion. The topics revolve around how visual storytelling shapes tourist experiences and strengthens Philippine destination identity.
At its core, the conference positions film tourism as more than promotion. It frames storytelling as a cultural responsibility- one that requires collaboration between young creatives, educators, and industry practitioners to ensure that destinations are represented with context, sensitivity, authenticity, and most importantly, sustainability.
The program opens with the keynote address, “From Local Heart to Global Screen: Positioning Philippine Destinations Through Film,” led by Asec. Robby Alabado. Anchored on the Love the Philippines campaign, the session examines how local destinations can be positioned for the global screen while it remains grounded in local identity and culture. It explores how films transform ordinary locations into emotionally resonant spaces that audiences remember and emphasizes the role of collaboration among filmmakers, tourism stakeholders, and cultural communities in presenting Philippine destinations as globally competitive while staying authentic to their roots.
Chapter 1, “Likha: Directing Love Stories that Matter,” features Director Sigrid Bernardo. The session explores the perspective of film directors in bringing romance films to life, particularly within the Filipino context, highlighting how real-life experiences and emotions surrounding love influence the way stories unfold in cinema. It also includes a discussion of the creative process behind filmmaking, from selecting locations and casting actors to developing the storyline and shaping the overall narrative of the film.
Chapter 2, “Patungo sa Inukit na Lakbay: From Screen to Scene,” features Dr. Jomelyn Abuan, where the strategic power of film tourism in transforming ordinary yet beautiful places into must-visit bucket list destinations will be explored. It examines how storytelling, visuals, and media exposure shape audience perception, spark curiosity, and inspire travel behavior. The session also highlights how filmmakers and tourism stakeholders can collaborate to elevate destinations from scenic spaces into meaningful places people feel compelled to experience in real life.
Chapter 3, “A Lens into the Filipino Soul,” features Mr. “Gabby” Malvar, which centers on documentary filmmaking as a form of cultural documentation. It highlights Filipino identity, everyday experiences, and community narratives that often remain outside mainstream representation. The discussion reinforces how film preserves memory while deepening public understanding of place and culture.
Capping the program is Chapter 4, “Sining sa Kilig,” an intimate concert featuring performances from 3AM, Jaydee, ‘Tine, and Keanu Nuevas. The segment unfolds as a musical serenade for the audience that blends live performance with the emotional resonance of Filipino cinema and shared cultural experience.
Beyond the main conference, CineSinta extends into a series of pre-event initiatives that have already taken place. CineBites, held from April to May 2026, revisits Filipino romance films from the 2000s to modern through curated screenings paired with familiar tasty food offerings. CineMarket, conducted from April 21–24 at UP Diliman, Portia Sanctuary, brings together MSMEs and student organizers in a bazaar initiative that encourages collaboration, visibility, and community-based enterprise.
The final pre-event activity, DEAR UP, PS ILY: Exhibit and Workshop, which happens on May 16, 2026, introduces photography-based storyboard creation as a method of visual storytelling. Participants explore UP Diliman through structured image sequencing, translating observation into narrative, and developing a more intentional approach to storytelling through still visuals.
Across its talks, workshops, exhibitions, and performances, CineSinta: P.S. ILY positions film tourism as an evolving discipline that sits at the intersection of education, creative practice, and authentic cultural storytelling. It reinforces how Philippine cinema and the arts continue to shape destination narratives, while also emphasizing the need for collaborative, responsible, and meaningful storytelling.
Join us on May 18, 2026 at the IBG-KAL Theatre. Secure your ticket now at
This article is brought to you by CineSinta: P.S. ILY
