Suroy Suroy Sugbo Now: Promoting places not faces

The deafening drums and the energizing beats are at their peak as I prepared this piece.  Amid the religious observance and revelries, however, we can all expect that the annual debates as to its commercialization or politicization among devotees, the faithful and the more pragmatic citizens will again take the spotlight.

As it has always been, in the midst of the religious observance of this year’s Sinulog, this issue about commercialization or politicization will be at fever pitch.  It shall be so intense that we might even think that during and after the celebrations, animosities between the faithful and the festival organizers shall certainly pervade.  Though worth resolving, this annual debate among the devotees, the faithful and the more pragmatic citizens will again remain as usual, a status quo.  However, as the finale had always been, the issue shall end as the religious activities shall solemnly bring hope to everyone.  All these skirmishes, whether political or canonically related, will simply die as the festival’s fireworks vanish in the night.    What certainly shall stay for awhile is the significant impact of the economic fruition that was brought about by this tourism-related celebration to the City and Province of Cebu.

Generally, however, like Sinulog, the country’s tourism promotion is at its best.  On a sustained basis, the government promotes the country’s tourism investment potentials and places of interest for opportunity-seeking business travelers and leisure lovers, respectively.  Its hype has always been great and undoubtedly expensive. 

Intriguingly, in the past, however, despite all the honest-to-goodness efforts of some sectors, some personalities were undertaking activities that were obviously tainted with selfish political interest. Undertakings that were straightforwardly promoting faces, not places.  One of these undertakings was the then suspended Gov. Gwen Garcia-managed and choreographed “Suroy Suroy Sugbo”.   This provincial tourism promotional approach was unparalleled in terms of visibility.  The question then was – what or who was it promoting?  With suspended Gov. Gwen Garcia’s face dwarfing the map of Cebu and its places of interest in all print and TV ads, even a blind can conclude who or what was the activity promoting. 

On the other hand, with its magnitude, such approach must have been heavily funded.  Therefore, such undertakings go along line investments for evaluation purposes. Then, the most prudent question should have been – were there any returns on investment (ROI)?  With a huge unpaid bills to Vallacar Transit Inc. (owner of Ceres Tour Buses that were used in Suroy Suroy Sugbo) amounting to P743,000.00, the answer can be a flat “ZERO”.     

It is not completely hopeless, however, as far as this tourism-related initiative is concerned. The other day, we all saw in The Freeman, the “Suroy Suroy Sugbo” ad which showed not any politician’s face but the places of interest in Southern Cebu.   In doing it without any selfish political interest in mind, we can now feel that the provincial capitol is dead serious in promoting tourism in the island. 

Indeed, 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 fun and enjoyable our island is and how totally devoid of personal and political interests our promotion is. 

Certainly, this week’s Suroy Suroy Sugbo’s Southern Getaway is a great start.

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