It’s really just play on the upcoming tagline for the tourism campaign for the province of Iloilo which is FUN, BUSINESS, and LEISURE: IT’S GOT TO BE ILOILO! Yet I would be ecstatic if food will play a major role in the development plan of Iloilo tourism.
I attended the 3rd Iloilo Provincial Tourism Summit last July 12-13, 2012 at Club Ilonggo at the Iloilo Grand Hotel, as part of the Sta. Barbara contingent. It was organized by the Province of Iloilo, Iloilo Business Club and the Iloilo Tourism Officers Association and fully supported by the Department of Tourism Region 6, the REID Foundation, the Asia Foundation and USAID.
For two days, tourism officers, tour guides, private individuals and stakeholders had information overload on everything tourism. From data gathering and analysis plus using these statistics to boost tourism planning and subsequent action; to sharing best local practices and actual circuit tour making. Thanks to the top caliber speakers from all walks of the tourism industry and guests during the conference that inspired those working in the industry.
INFORMATION OVERLOAD  |
| Dr. Raul Banias |
The first day started with key messages as well welcome messages from Atty. Helen Catalbas, OIC-Regional Director Department of Tourism Region 6, Dr. Raul Banias, Provincial Administrator of Iloilo, Board Member Demy Sonza, Head-Committee on Tourism and Juan Jose Jamora III, Chairman of the Iloilo Business Club Inc. and Dr. James Soukamneuth, Enterprise Officer of USAID.
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| Hon. Demy Sonza |
While Sonza indicates that “it is now the right time to improve Iloilo’s tourism and reclaim the Queen City of the South status” as international flights are set to come this year; Catalbas challenged by saying “We have a lot to offer but where are we now?” referring to the untapped and undeveloped tourism potentials. But the combatant yet feisty and amiable Catalbas ended her speech “We will eliminate all those who and which stand in the way of improving our tourism goals”. Obviously referring to the proposal (charging double rates to travelers to/from the Iloilo airport) which taxi operators presented to her weeks ago
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| Atty. Helen Catalbas |
KEYNOTE SPEAKER: GOV. GWEN GARCIA OF CEBU
Even the keynote speaker, Gov. Gwen Garcia of Cebu was referred to as “competitor” that drew a big smile on her face. Yet both denounced that word (competition) and agreed on “complementation” as the Cebu Governor said that Iloilo is the next place she loves after her own Cebu and Catalbas took interest in joining the Suroy-Suroy Sugbo of the lady governor.
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| Gov. Gwen Garcia of Cebu |
Suroy-Suroy Sugbo as explained by Gov. Gwen Garcia is her flagship project that brought tourism out of Cebu City and into the countryside. ”Before when one asks, Where are you from? A townsfolk would answer with a bowed head … Aloguinsan” she shares. “Now asking the same person, he would answer … ALOGUINSAN! Have you been to our Bojo river, our mangrove and tasted our organic products … ” Governor Garcia explains that the municipality of Aloguinsan (an hour and a half away from Cebu City) used to be a sleepy town until a few years ago, now it is considered to be the eco-adventure capital of Cebu.
(I was really fortunate enough to have toured Aloguinsan last March with Mr. Eugene Jamerlan, Iloilo’s foremost cultural conservationist. Our hosts were no other than Aloguinsan Mayor Cynthia Moreno and Bojo River rehabilitation projector director Boboi Costas. And the Aloguinsan River Project was showcased during the 1st International River Summit in Iloilo City last May. Read more about our Aloguinsan adventure.)
“When you link tourism with heritage, you create a value for preservation” says Gov. Garcia. “And when they work for the preservation of their attraction, it creates tourism phenomenon called Pride of Place”. It is when townsfolk become proud of their culture and heritage that it lifts their self esteem as well as their will power, thus their pumped up attitude is waiting to be unleashed in the right path. She also shares how they all took the off beaten path to discover for themselves potential attractions aside from the usual beaches and heritage concentrated in the city of Cebu. Now the towns and municipalities have largely contributed to the tourism receipts of the island. The lady governor’s address left a sense of inspiration, some hints of envy and full of challenge to the participants to double up the efforts in their respective tourism programs.
BREAKTIME
The food served by the Grand Hotel was just okay, nothing overly spectacular. Lunch was barbecued chicken with gravy and sotanghon plus a “sickly” mango float.
Our snacks were a bunch of sandwiches in the morning and a big roll of tuna which I mistook for a Spanish Roll – this one was more satisfactory that I could have finished another big roll.
TOP CALIBRE SPEAKERS
Ms. Narzalina Lim - former Secretary of the Department of Tourism, now President of the Iloilo Economic Development Foundation, Inc. started the ball rolling as she gave an overview about the “Harmonization of National and Local Tourism Policies and Development Plans.”
Mrs. Angie Gabinete, Tourism officer of Guimaras, shared the success stories of the island province in their promotion of Guimaras not only as “The Island that fits your taste” but also as an eco-agricultural tourism destination. She shared in particular how much enjoyment their visitors from Manila had when they went “calamansi picking” in one of their tours.
Atty. Joy Bulauitan, Asst. Chief Operating Officer of TIEZA (Tourism Infrastructure and Enterprise Zone Authority) shared “Tourism Incentives under TIEZA”. The government agency used to be the Philippine Tourism Agency.
They identify key areas of development (5 hectares or more) at the same time help in luring potential investors (not less than US$ 5million) by giving them tax holidays, incentives and other benefits. Among the TIEZA approved projects in the country are Resorts World Manila and Ciudad Victoria in Bulacan which will host the world’s biggest indoor stadium(?) capable of hosting events like sports, concerts ,etc to a crowd estimate to be 50,000.
BREAKTIME
Merci Pasalubong Treats gave us a lot of reason to smile as they gave out sample of their cheese tarts (my favorite), ube and molasses, piaya, biscocho and butterscotch among others. On the other hand, Ronnie Poblacion, an accomplished photographer turned director promoted his first full length film, BEADWORKS.
The film was an official entry to the First Sineng Pambansa National Film Festival spearheaded by the Film Development Council of the Philippines in Davao City. It will have its grand launching via a gala night in Iloilo City this July 20 at SM Cinema and regular screenings follow a week after. The sentimental family drama tackles the tragic plight of an Ilonggos family with their livelihoods anchored on crafting beautiful beaded designs for gowns (Inday Dabi?)
Back to the summit, Atty. Lucas Nunag who is from the Bohol Chamber of Commerce and Industry shared “The Role of the Private Sector in Tourism Development”. Bohol as all know is now among the leading tourism destination in the country capitalizing on their natural resources – Chocolate Hills, the tarsier, the Loboc river (cruise) among others. “But these attractions would be worthless without proper planning and cooperation between the public and private sectors and the local community involved.” He said as an inspiration that Iloilo, in his observation, can replicate their success given the presence of a good airport, diverse array of pasalubong goods and also natural and heritage attractions – just do the right promotion.
Good thing Mr. Ruwel Loyola, President of Workshop One and Association of Accredited Advertising Agencies Philippines (4As) shared a talk on “Getting the Right Advertising Mix”. He shared visual examples of “hit and misses” in advertising here abroad. He gave ideas on how to keep ads simple at the same time getting them to hit the right target.
Meanwhile, a fellow blogger, Ms. Jonha Revesencio, a social media strategist gave a 101 on how to “Unleash the Power of Social Media”. Jonha gave an in-depth insight on the power of the social media like Facebook, Twitter, Foursquare, emails, fora and a lot more in the internet stuff. “What’s more about the social media is that it’s almost free and its credibility rating, Facebook for example, is even higher than actual face to face recommendation” she says.
Prof. Maria Cherrylyn Rodolfo, Vice President of the REID Foundation and also of the University of Asia and the Pacific shared the “Importance of Tourism Development Plan Contents of Tourism Development Plan Overall Framework”. REID Foundation she reveals is now working with six hubs and partner agencies around the country including Iloilo City through the Iloilo Business Club. Her speech focused on the scientific approach of tourism planning – the market (motivations, buyer behavior), the bridging components or connectivity (transportation plus travel and marketing intermediaries), destination supply (attractions, services, infrastructures) and the institutions and communities involved in the first three.
And finally, Mr. Gilbert Marin who heads the Iloilo Provincial Tourism Office and one of the most visible personalities during the event, gave the participants an overview of the upcoming promotions and the media related to it. He also gave an update on the latest statistics as well as a report on the 3rd year of the DOT-JICA partnerships betweens cities and provinces in Regions 6 amd 7 plus Palawan. he was proud to announce that among more than 60 cities, provinces and municipalities involved in the project 3 towns of Iloilo as well as the province placed in the Top 10 after the evaluation.
And finally, Mr. Gilbert Marin who heads the Iloilo Provincial Tourism Office and one of the most visible personalities during the event, gave the participants an overview of the upcoming promotions and the media related to it. He also gave an update on the latest statistics as well as a report on the 3rd year of the DOT-JICA partnerships betweens cities and provinces in Regions 6 amd 7 plus Palawan. he was proud to announce that among more than 60 cities, provinces and municipalities involved in the project 3 towns of Iloilo as well as the province placed in the Top 10 after the evaluation.
BREAKTIME
The food served on the second day was much better on the first. We had a big piece on empanada for our morning snack, meatballs plus pancit canton and buko pandan for lunch and pork sio pao (nothing spectacular) for our final snack.
The culminating activity for the two day summit was making a tour circuit to showcase the best each district has to offer. It involved an approximate 8 hour journey from Iloilo City showcasing TOURISM EVENTS (festivals and fiestas); HISTORICAL INFRASTRUCTURE AND SITES (churches, golf-course, markers, museum); FOOD PRODUCTS (pantat, baye-baye, salt, bingka); HANDICRAFTS (baraho broom-making, rattan, bamboo furniture and pottery) and ECO-TOURISM SITES (Mangroves, Organic Farm).
The output was to be critiqued by professionals – tour operators, guides and those in authority so it can become a working and feasible tour. A lot of follow ups, more conferences and actual run of these tours will be made in order for them to be marketed commercially.
It was one enlightening experience to be in the company of those working and dedicating their time on tourism. As a food blogger and a netizen, I’ve been an e-tour guide myself for almost 7 years, giving tips and tricks to friends or even strangers who have plans of visiting Iloilo. And based on what I’ve learned on the summit, I may have done almost the right thing then but will certainly continue learning so my own skill and decision in almost all aspect of tourism will greatly improve so in my own little way, I can help promote tourism in Iloilo. Bon voyage and most certainly bon apetit!
Additional photos soon