Defining a brand for Cebu got the local tourism stakeholders excited as they listened to branding expert Jacqueline Alexis Thng in talk and exercises organized by the Cebu Chamber of Commerce and Industry and the Mega Cebu board.
Whether the island will be recognized as a man or woman, or associated with locally made products or organic produce, or associated with a specific destination, the brand should contain strong and unique elements in terms of colors and icon, according to Ms. Thng.
First of all, I wish to congratulate Cebu Chamber of Commerce president Ma. Teresa Chan and her colleagues for inviting Ms. Thng. The public perhaps is unaware that the Singaporean brand expert is a believer of Cebu as the “face” of the Philippines.
In 2013, Ms. Thng suggested during the Philippine Tourism Congress that instead of Manila, Cebu should be the platform of the tourism slogan “It’s more fun in the Philippines.”
The many negative perceptions working against Manila – from poor drainage systems, a decrepit public transportation system, poorly run airport, hellish traffic problems, to breakdown of peace and order are so prevalent that no amount of paid adverts in CNN could ease the fears of foreign tourists in visiting Manila.
Well, the situation has not abated since 2013. In fact, the situation has gone from worse to ridiculously impossible.
In any case, the issues raised during the 2013 congress prompted Ms. Thng to suggest in the sidelines of the tourism event to make Cebu as the iconic PH destination.
“For me, you can just choose a city that can represent a heart and soul in itself and that’s Cebu. Cebu could represent the best of the Philippines. It has the natural beaches, nice diving places, food, culture, shopping,” she said in a media interview.
However, she was quick to qualify that these natural gifts alone cannot deliver for the tourism industry unless the government addresses the various concerns of tourism stakeholders.
The concerns are best summarized in one phrase: good governance.
Infrastructure in terms of good roads not just in urban centers but throughout the different towns and islands; efficient telecommunications and traffic system especially in Metro Cebu; prompt delivery of basic services; peace and order; and responsive public servants. The cooperation of the local population is also a critical factor in making sure that each tourist will experience Cebu as a pleasurable and unforgettable visit.
Jenny Franco of Travel Vision and the National Independent Travel Agencies (NAITAS) once told me that the trend in tourism is not just hopping from one exotic place to another.
European tourists, in particular, are into “responsible travel.” They like to see people empowered through community projects that promote their unique places and culture, Jenny said. In other words, we have to go beyond staging cultural dances and serving exotic or organic delicacies for our visitors because although these activities are good, they will last only as long as they attract “likes” on Facebook.
The real deal is in the Cebuano culture.
For example, the community-based tourism conceptualized by Boboi Costas in Aloguinsan town is a showcase for sustainable programs developed around the town’s beautiful Bojo River.
As we know, the town’s ecotourism program became the turning point for the once fourth-class municipality – spurring business activities that prompted a transformation in the local population from what used to be an apathetic people skeptical of government programs. Today, the villagers who live close by the river have recognized that sustainable development is a foundation for economic upliftment.
After visiting the breathtaking Bojo River for the first time in 2010, I wrote, “From the mangroves of the mystical Bojo River to the white sand beaches of Kantabogon and Tap-anan, where underwater flora and fauna are said to be one of the most beautiful in the world, the town stands out for its natural beauty. That these natural riches have empowered a community is the more amazing story.”
Having said that, my own take on the Cebu brand is in a slogan, “Experience Cebu, the Philippines!” I’m not sure if this is original, but here’s why.
The slogan merges the natural endowments of our island and the Cebuano culture which represents the best of our country.
Exotic places, enthralling beaches and unique cuisine are generic to all countries around the world but a culture as vibrant and unique as Cebu’s spells the difference. The slogan invites the tourist to visit, understand and get involved in the local scene.
Now, if we can only match slogan with good governance, Cebu, the Philippines could well be the next big thing in Asian tourism.
Ms. Thng has called on tourism stakeholders and one local government unit to tear down “I Love Cebu” and “I am Mandaue” markers and signages because they are poor copies of similar campaigns in the United States and Europe.
I support this move because different slogans tend to fragment the tourism campaign.