In the heart of Eastern Visayas, a growing community of coffee enthusiasts is drawing curious visitors and helping shape a distinctly local brand of tourism. What began as a small movement among home brewers during the lockdowns of 2020 has evolved into a sustainable cultural enterprise—centered around a beverage long embedded in Filipino mornings, now reimagined through the lens of specialty roasting and regional pride.

At the forefront of this shift is Matchstick & Co., a micro roastery and coffee shop founded by a group of industry professionals and hobbyists. From a modest setup on a family-owned farm in San Miguel, Leyte, the project has expanded into a public coffee roastery in Tacloban City, with a growing clientele that includes both locals and travelers.

While it may not appear on typical tourism brochures, Matchstick & Co. is one of a handful of local businesses helping reframe the region’s appeal. Through coffee, it connects travelers to place, people and craft—three essential elements of meaningful domestic travel.

Reimagining Rural Destinations

The Farm at Guinciaman in San Miguel, where the original Matchstick & Co. shop was located, has become an unintentional but welcomed tourist spot. What started as a quiet farm with a roastery now attracts visitors eager to try locally roasted beans, take part in brewing workshops and enjoy the rural landscape.

“The shift wasn’t planned,” said a member of the founding team. “But when people started coming, we realized that coffee can be a bridge—not just for culture, but for tourism.”

Today, day visitors include bikers, backpackers, and young professionals on weekend trips. Some stay longer in the area, supporting small bed-and-breakfasts, eateries and farmers’ markets, creating ripple effects in the local economy.

Tourism With a Purpose

Travel, even on a small scale, can offer tangible mental health benefits. Mental health experts point to nature-based activities and meaningful social interaction as effective tools for reducing stress and improving emotional well-being. The quiet atmosphere of San Miguel, combined with the sensory experience of slow coffee, invites moments of mindfulness often absent in city life.

“For me, it’s not just the coffee,” said Jennie S., a visitor from Cebu. “It’s the pace, the people, the conversation. You’re not rushed. You feel human again.”

This form of slow tourism also aligns with sustainable tourism goals being encouraged by local government units and tourism offices. By promoting longer stays and deeper connections, these efforts help minimize environmental impact and maximize local benefit.

Employment Through Enterprise

As coffee culture grows in Region VIII, new employment opportunities have emerged—not only in hospitality but also in agriculture and logistics. Matchstick & Co. has built partnerships with local coffee growers and trained young baristas from the region, some of whom now run their own coffee carts or pop-up events.

It’s a small but concrete example of how domestic tourism, when tied to community-rooted businesses, can create jobs and nurture skills development outside major urban centers.

Additionally, the company’s move into e-commerce—allowing orders of locally roasted beans from anywhere in the country—has expanded its reach and visibility without losing its focus on regional growth.

Getting There

Leyte is accessible via Daniel Z. Romualdez Airport in Tacloban, which receives daily flights from Manila and Cebu. From Tacloban, the town of San Miguel is about an hour’s drive inland. Public utility vehicles are available, although most tourists prefer hiring private vans or using ride-hailing services for ease.

Digital tools have made it simpler for visitors to plan their trips, book accommodations and connect with local businesses. Social media, in particular, plays a central role in informing younger travelers who often discover destinations like The Farm at Guinciaman through short-form video content.

Toward a More Grounded Tourism

In the broader scope of domestic travel, coffee may seem like a small detail—but in Eastern Visayas, it’s become a quiet driver of economic activity and cultural storytelling. As local businesses such as Matchstick & Co. continue to grow, they also invite visitors to think differently about what it means to explore, support and connect.

Whether it’s a stop for a hot pour-over or a weekend of countryside stillness, Leyte’s coffee culture offers an experience rooted not in spectacle but in substance.

By Jaja Agpalo