Alburo, 70
Phineas Alburo, the “gentle giant” of Cebu’s tourism industry, passed away on Thursday. He was 70.
Alburo served as Undersecretary for Special Concerns of the Department of Tourism (DOT) before he retired in 2009.
He was instrumental in shaping the government sector of the industry in its early years and promoting Cebu in the Japanese market.
“He started the Board of Travel and Tourism Industry office here in Cebu and started promoting Cebu as a tourism destination,” said Rowena Montecillo, regional director of the Department of Tourism.
“I was his secretary then and he became a dear friend and the kindest mentor.”
Alburo was dropping off clothes in a laundry shop near his home in Banawa on Wednesday morning when he lost his balance after getting out of the car.
He slipped and hit his head on the pavement. Alburo was rushed to the hospital where he underwent surgery for the head injury, but didn’t survive. He died the next day.
A vigil wake is being held at the Cebu Rolling Hills Memorial Chapel in Mandaue City until Aug. 21.
During his term as Cebu’s tourism chief in 1967, the province welcomed its first cruise ship, S/S Statendam which carried 400 American and European tourists.
Alburo, a tall, soft-spoken man, was at the helm of the government tourism’s agency in the region for 45 years.
He headed the Philippine Tourism Authority (PTA) in Cebu and served as tourism attache in Hongkong and Singapore.
He was appointed Director of Special Concerns by Secretary Ace Durano mnistry, and later became assistant secretary and then undersecreatry.
Alburo was instrumental in training Cebu’s first batch of professional tour guides, said Marget Villarica of the Cebu Association of Tour Operators.
“He would often say ‘tourism is not something you can learn from reading books’. He was able to share his knowledge and experience in his many years of service to the tourism industry,” said Villarica.
Cebu City Mayor Michael Rama said Alburo was “always ready to help the city” and acted as a liaison between the city and national government.
“Alburo is an icon. When he was undersecretary for tourism and during the administration of President Gloria Macapagal Arroyo, he acted as a bridge to expedite nationally funded projects for the city,” Rama said.
Rama appointed Alburo head of the Cebu City Tourism Commission three years ago, a post he resigned three months ago citing his age and health.
Alburo was succeeded by Tetta Baad in the commission but assured that he would be “on call” in case his help was needed by the city.