I. What is the meaning of cultural tourism? The Philippines has an exceptional history, spanning from the pre-colonial era to the Spanish, American, and Japanese occupations. These periods have left marks in various forms evident in the culture of the country. For example, the city of Vigan in Ilocos Sur, a UNESCO World Heritage Site, is one of the few Hispanic cities that reflects a unique fusion of Philippine, Oriental and European colonial architecture. In a country where history is kept alive, cultural heritage tourism means traveling to experience the places that represent the stories of the Filipino people (Einseidel, 2011). This creates the opportunities enumerated by Einseidel (2011): job opportunities, businesses, higher property values, and substantial revenues for local governments. Cultural tourism helps preserve the unique character and identity of a community, including its historically significant assets, natural resources and ecosystems. This brief presents the uniqueness of Philippine culture and heritage. It also highlights best practices, opportunities and improvements within cultural tourism. In this way we aim to revive interest in local culture, not only through education and science (Miralao, 2104), but also through tourism channels.II. What are the representations of heritage in the Philippines? Organizations such as the United Nations Educational, Scientific and Cultural Organization (UNESCO) have managed to gain the necessary support to preserve heritage. One of the many historical sites in the Philippines is Vigan. In 1999, UNESCO labeled it the best-preserved example of a Spanish colonial city in Asia. It represents a unique fusion of Asian building design and construction with colonial architecture... at the center of the paper... Management.Santiago, KS (2011, December 5). Heritage, tourism and profits. GMA News Online. Retrieved from http://www.gma network.com/news/story/240613/lifestyle/artandculture/heritage-tourism-and-the-bottom-line Singson-Medina, E.M. (2014). The city of Vigano. A presentation for the Dr. Andrew L. Tan Center for Tourism forum on promoting cultural heritage tourism in the Philippines. Held on May 27, 2014 at the Asian Institute of Management.Villalon. AF (2012). Shocking state of heritage in the Philippines. The Philippine newspaper Inquirer. Retrieved from http://lifestyle.inq uirer.net/70452/shocking-state-of-heritage-in-the-philippines Zialcita, F. N. (2014). Speaker for the Dr. Andrew L. Tan Center for Tourism Forum on Promoting Cultural Heritage Tourism in the Philippines. Held on May 27, 2014 at the Asian Institute of Management, Makati City, Philippines.