Cebu multi sectoral groups unite to advocate 'culture of tourism'

Multi-sectoral groups in Cebu have put their hands together in promoting a sound "tourism culture" in the province, recognizing the industry's potential to become a "bread and butter" livelihood for most Cebuanos.

Initiated by the Cebu Chamber of Commerce and Industry (CCCI) Tourism Core Group, a first of a series of forum to inculcate tourism culture in Cebu was held Tuesday, attended by major stakeholders in the tourism industry, and other sectors in the society.

The forum held at the Ramon Aboitiz Foundation Inc. (RAFI) Building, gathered several concerns, as well as suggestions from different sectors on how Cebu could promote tourism culture from an ordinary resident to the forefront player in the tourism industry.

Attended by the taxi drivers, vendors, tour guides, hotel executives, academe, local government units officials, industry leaders, business sector, youth, tour operators, and others, the forum aimed at collating suggested resolutions issues and concerns in strengthening the tourism culture in Cebu, during the half-day event.

CCCI Tourism Core Group chairperson Mila Espina said the group would be holding a bigger event to promote tourism culture in Cebu, as the province has slowly gained attraction from a broader international market base.

Industry leader and former CCCI president Anastacio Muntuerto Jr., said Filipinos' or specifically Cebuanos will not find difficulties in honing their tourism culture, as being hospitable is one of the famous characteristics of the Filipinos.

Already, he said culture of tourism has already instilled in every Filipino's heart. The celebration of Fiesta alone in all the barangays around the country is already one example of upholding tourism culture.

In celebrating fiestas, Filipinos are known to be "grand celebrators", they will do what they can, go out of their way amid the financial difficulties just to celebrate and welcome visitors, relatives, friends from other areas.

However, Muntuerto emphasized that this characteristic must be consistent in every individual's everyday life, to impress visitors to Cebu, and thereby anticipating increased arrivals and boost economic activities.

For her part, Department of Tourism (DOT-7) regional director Patria Aurora Roa said everyone should treat tourists as a friend, and being hospitable to them should be a must.

Therefore, she said taxi drivers, vendors, and other smaller frontline players must not take advantage to these visitors.

The "not so good" culture of tourism in the Philippines has been one of the barriers why other international travelers are discouraged to come and visit the country.

Espina said although it is difficult to promote the desired "culture of tourism", starting this program, will be as good, than nothing at all.

Other panelists who shared their ideas other than Roa and Muntuerto, on how their respective sectors contribute to the promotion of tourism culture in Cebu, include; Commission of Higher Education (CHED-7) regional director Enrique Grecia, Tess Chan, CCCI vice president, Karl Hudson general manager, Marriott Hotel, and youth sector representative George Parilla, Ambassador of Trade and Goodwill.