Rural tourism: Promotion-100%, products & infrastructure-0%

Amid the religious observance of this year’s Sinulog, the issue about its commercialization is again at fever pitch. Though worth resolving, this annual debate among the devotees, the faithful and the more pragmatic citizens will again remain as usual, a status quo. As the finale had always been, the discussion shall end as the religious activities shall solemnly bring hope to everyone. However, though it shall end the way it ended since we started it three decades ago, we may have to ask why the issue of commercialization resurrects every Sinulog celebration.

Is commercialization of Sinulog unavoidable? As we look at how we prepare and celebrate it, it is. Obviously though, commercialization focuses on the Sinulog Festival. As observed, the religious significance is never taking a back seat.

Are we taking advantage of the Sinulog’s popularity? Yes, absolutely. However, before we stare at it with piercing eyes, let’s first ask ourselves, “is it not commercialization that made Sinulog popular”.   Yes, certainly, and we did commercialize it for tourism’s sake.

Undeniably, there is too much hype nowadays of the country’s tourism investment potentials and places of interest for opportunity-seeking business travelers and leisure lovers, respectively. Promotions and campaigns are appropriately made both here and abroad. Informative tarps are hanged and plastered in domestic and international airport terminals and seaports. Substantial amounts are also spent on TV, radio and print advertisements. Knowledgeable personalities on tourism are even sent in several forums abroad to entice big-named players to invest in this sunrise industry. Not to be outdone, though not well-coordinated with the Department of Tourism (DOT), local government units (LGUs) have also joined the race by spending huge amounts in holding festivals just to be distinguished.

On top of these activities, Cebu is seemingly enjoying a competitive edge among LGUs in this popularity contest. Cebu City’s world-renowned Sinulog has been in the record books for nearly three decades now and the Province’s “Suroy-suroy Sugbo” had been undertaken the past three years.

Logically, with the millions spent in promotional activities, Cebu as a brand must have reached every nook and cranny of the moneyed villages of the globe. Yet, statistics showed that we are lagging behind Metro Manila and Camarines Sur. Therefore, the more appropriate question is, are we promoting a good product? Or, quite bluntly, in one of our multi-million promotions, are we promoting a product or funding a politician’s dream of expanding and strengthening her political clout.

Understanding Metro Manila’s and Camarines Sur’s dominance isn’t difficult to do. In these two new dominant players, the right infrastructures are in place. New tourism products like the Newport Entertainment City and the Manila Oceanarium in Metro Manila are drawing thousands of visitors daily. On the other hand, Camarines Sur prides itself with its pristine beaches and the world renowned water park.

Statistically, Cebu recorded an increase of only 3% of tourist arrival (2010’s first quarter performance over the same period of 2009). On the other hand, Metro Manila, Puerto Princesa and Boracay registered increases of 37.10%, 23% and 20%, respectively.

With these startling realities right in our faces, let us in unison diagnose the problems.   Honestly, knowing the causes does not need the services of a rocket scientist’s precise mind. What we need is for all of us, unbiased Cebuanos, to equip ourselves with plain and simple common sense and for those clothed with greed to throw away their vested interests.

For one, our promotions aren’t well spent. Apart from the politically motivated “Suroy-suroy Sugbo”, we try to sell the Cebu brand but haven’t really looked into our products. For instance, we opened our gates through the world renowned annual “Sinulog Festival” (and rightly so), but as soon as the euphoria brought about by the festivities subsides and tourists start to frolic, they shall discover several discomforting realities.

Tourists as they are, they travel a lot. Therefore, they will be frequent users of our public transportation facilities, terminals included. As they do, they will soon find out that apart from our Mactan International Airport and Port terminals of some established shipping companies, comfort rooms are so filthy. That some of our bus terminals’ facilities are so messy and poorly maintained. As they visit historical sites like Parian’s monument, they walk and drink a lot under humid conditions and can’t find places for comfort (toilets) when nature calls. Some might even throw up at the sight of human wastes (mostly, wastes from informal settlers) as they stroll along boulevards and skywalks.

Sometimes, they tour around the Island of Cebu, hopping from one town to another to take first-hand experiences of those must publicized festivals or join “Suroy-suroy Sugbo” only to find out that these LGUs do not even have decent toilets.

As an island province, ours are all coastal cities and municipalities. Each LGU has its own stretches of shorelines or beaches. They are all bragging about the serenity of their beaches and relentlessly inviting tourists to take a dip, as if, it is the only prerequisite.   Known to all of us, our public markets are situated just several meters from the shorelines, some are even so near the beaches. Unknown however, to most of us, these beaches are made receptacles of these public markets’ leftovers and wastes.

Again, we have nothing against spending for tourism promotions for as long priorities are properly established. For instance, we can take a look at the potentials of tourism in the countryside. Without politics in mind, why not develop it the way Gov. Hiramatsu (governor of Japan’s Oita Prefecture) initiated his One Village-One Product (OVOP) Movement in 1980. Unknown to most Filipinos, this program was the key to Oita Prefecture’s rural revitalization. In fact, it is this initiative that made the “think global, act local” a household slogan. Until 2002, Japan’s OVOP products comprised of 338 local specialties, 148 facilities, 133 cultural items, 111 revitalized regions, and 80 items related to environment, coming to 810 products in total.

Notably, through this initiative, Yufuin, a town with less than ten thousand residents, and one of the OVOP pioneers, welcomes more than 3.8 million visitors every year.   Though initiated by a governor, unquestionably, that’s real tourism.

Unequivocally, we truly understand the necessity of promoting our tourism potentials both here and abroad. The need to inform potential market of our rich cultural heritage, historical sites and serene beaches is unquestionable. In doing so however, we must not forget that like any business, the key to any success is continued patronage. This can only be achieved once we can develop a strong customer base that will not only give us repeat businesses but shall tell the world, how clean and enjoyable our island is.

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