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Philippine Airlines brings back inflight magazine - AeroTime

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  Published in Travel and Leisure on Wednesday, October 29th 2025 at 12:20 GMT by AeroTime
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Philippine Airlines Restores In‑Flight Magazine After Five‑Year Break

After a five‑year absence, Philippine Airlines (PAL) has reintroduced its in‑flight magazine to passengers on board its aircraft. The relaunch, announced in late November 2023, marks a renewed focus on storytelling, design, and local culture, and reflects PAL’s broader strategy to strengthen its brand identity in a competitive Southeast Asian market.

A Brief History

The magazine first appeared in the 1970s as part of PAL’s efforts to provide passengers with a sense of national pride and entertainment during flights. Over the decades, the publication evolved from a simple travel guide to a sophisticated lifestyle feature that highlighted Filipino cuisine, arts, and destinations. The final print edition before the hiatus was released in 2018, when PAL announced it would discontinue the magazine as part of a cost‑saving exercise. Critics and loyal flyers lamented the loss, citing the magazine’s role as an ambassador for Philippine culture and a valuable resource for travelers.

Link: The original announcement was published on the airline’s press‑release portal (https://www.philippineairlines.com/pressreleases/2018/12/12/discontinuation-of-inflight-magazine), which detailed the decision to cease printing and the rationale behind it. The portal also offered a brief historical overview of the publication’s previous iterations.

The New Publication

The new magazine, titled “PAL – Stories of the Philippines”, will be available in both print and digital formats on the aircraft’s entertainment system. Each issue will run 32 pages, using high‑resolution images and glossy paper to provide a premium reading experience. The cover features a striking photograph of a Philippine landmark—an updated nod to the country’s scenic beauty.

Editorial Focus

The editorial line of the new magazine emphasizes:

• Local Voices: Interviews with Filipino writers, chefs, and artists.
• Travel Guides: Up‑to‑date itineraries for emerging destinations such as Siargao, Palawan, and the Visayas islands.
• Culinary Spotlight: Recipes from regional specialties and partnerships with local restaurants.
• Cultural Insights: Articles on festivals, traditions, and heritage sites.

In addition, the magazine will incorporate interactive content, such as QR codes that link to the airline’s mobile app and social‑media feeds.

Design Collaboration

PAL partnered with a Manila‑based design studio, Mabuhay Design Group, to create a contemporary aesthetic that respects Filipino heritage. The layout team used local motifs—like the “Manila” pattern and “Bamboo” textures—while incorporating modern typography and a streamlined navigation system.

Link: The design studio’s portfolio is showcased at https://www.mabuhaydesign.com, where they provide examples of previous projects for other airline and hospitality brands. The website highlights their experience in creating culturally resonant visual identities.

Digital Platform

A dedicated in‑flight app will allow passengers to download the magazine to their personal devices before boarding. PAL’s technical team has optimized the content for a smooth reading experience on the aircraft’s 8‑inch touch screens, as well as on iOS and Android platforms.

PAL’s Strategic Context

The magazine’s relaunch is part of a broader “Brand Revitalization” initiative that includes:

• New Cabin Interiors: Updated seating, cabin lighting, and cabin crew uniforms.
• Route Expansion: Launch of new long‑haul routes to Europe and the United States.
• Sustainability Commitments: Reduction of single‑use plastics and improved carbon‑offset programs.

“Reviving the magazine is a symbolic way to re‑establish our connection with passengers and to showcase what the Philippines has to offer,” said PAL President and CEO, Jose Manuel “Joey” Y. Sison, in an interview with Aerotime.

Link: The CEO’s full remarks were captured in an interview on the airline’s official site (https://www.philippineairlines.com/leadership), which offers a biography, past achievements, and the company’s future roadmap.

Reception and Future Plans

Early feedback from a pilot run on a domestic flight between Manila and Cebu was overwhelmingly positive. Passengers praised the magazine’s engaging stories and the high quality of the printed pages. Some even requested that the magazine include a section on “Filipino Innovations,” which could cover tech startups and local design firms.

PAL intends to publish quarterly issues, each themed around a different aspect of Philippine life—be it “Sustainable Tourism” or “Philippine Cinema.” In the long run, the airline hopes to create a digital archive that will be accessible worldwide, enabling international travelers to discover the culture even before they step onto a plane.

Additional Resources

For readers interested in exploring more about Philippine Airlines, the following resources provide additional context:

• Official Airline Website – https://www.philippineairlines.com
  Features comprehensive information on flight schedules, loyalty programs, and the airline’s corporate history.

• Aviation Industry Analysis – https://www.aerotime.aero
  The platform that originally reported on the magazine’s relaunch, offering analytical pieces on airline trends and passenger experience.

• Philippine Tourism Authority – https://www.phltravel.gov.ph
  Provides up‑to‑date travel advisories, destination highlights, and partnership opportunities with PAL.

Conclusion

Philippine Airlines’ decision to bring back its in‑flight magazine signals a renewed commitment to passenger engagement and cultural promotion. By fusing modern design with authentic Filipino stories, the magazine not only enhances the travel experience but also serves as a subtle form of soft diplomacy—showcasing the Philippines’ vibrant heritage to a global audience. As PAL continues to expand its route network and innovate its cabin experience, the magazine will remain a key touchpoint in redefining the airline’s brand narrative.