The Cebu City, a success tourism story
THE recent brouhaha over the missteps in launching the “Love the Philippines” theme and slogan as the country’s tourism campaign may have dismayed local governments particularly by those that believe that only a catchy slogan national campaign will lure foreign tourists to our land.
It is particularly that view that only a national campaign can trigger a successful tourism promotions for destinations. Not only is this farthest from the truth but it hinders the vision for local destinations to become popular.
The success story of Cebu City as a byword in global tourism some three decades ago is a lesson that must be learned by our cities and towns. It was proof that sloganeering is never the key to a successful tourism promotion but the focused partnership between the local government and the communities.
The formula was nothing unique, it was the implementation of the plan and strategy by both the local government and the private sector that worked. There was genuine unity in the objective and agenda among them.
The key was a clearly defined discipline on how communities can make tourism work as an economic endeavor that can benefit not only hotels and restaurants but the lowly ice cream vendor, tricycle driver, flower vendor, etc.
The initial target market was the local balikbayan (the local-foreign tourist). A happy experience made them the most effective talking heads and promotions to foreigners. There was a concerted effort to make every balikbayan and local visitors to feel and experience the city’s genuine hospitality. Opportunists and cheats among service providers were arrested and slammed.
Having clean streets was the rule. Courtesy was a lifestyle. Beach destinations were without trash.
Overnight success never happened but the payoff grew each year until Cebu City was known as an island in Southeast Asia, not as a Philippine destination.
Pangasinan can be the top destination in Luzon with its long shoreline. But that doesn’t happen without the political will at the top that can inspire communities to rally behind it.
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