It’s no wonder Tourism Secretary Ace Durano draws them in. Aside from all the great programs he has initiated to promote tourism in our country, Secretary Durano’s one very disarming fellow. With his youthful good looks, brilliant mind, a great smile and a sense of style that suits his jet-set lifestyle — touring the country for his many projects, that is — he cuts quite an ideal figure for promoting the Philippines.
He was the former congressman of Cebu, but he felt he could make more of a difference in the Department of Tourism. True enough, his efforts have spun gold: tourism rates have spiked since he held office. The Philippines in now being featured more than ever in venerable publications such as The New York Times.
This Cebuano likes to balance comfort with style. He remembers labels such as Gap and Guess being his staples back in the ’80s, then moving on to barongs when he started to work professionally in the ’90s. Nowadays, Secretary Durano shifts from suits and barongs for official events to his easygoing jeans, shirt and sneaker garb for office and travel.
Being a family man (can you believe he has a 13-year-old kid already?), he places function over fashion as a priority. So he prefers cottons and natural fibers to stay comfortable. His personal style is a true reflection of who he is: natural, down-to-earth and no-nonsense.
He is a well-liked servant of the government, and his heart belongs to the country he serves despite all the politics involved. He fervently hopes for political maturity during the recent elections and that we choose the best candidates based on their stand on the issues.
He cites as sources of fulfillment the newly energized bureaucracy, an increase in foreign tourism and the building of more resorts and hotels. “These are good indicators that something good is happening. More and more people are curious about our country in a good way, and they come to explore,” Ace says, beaming proudly.
Although he notes that Boracay may need some help in terms of ecological care for the long term, he cites Palawan, Bohol and Donsol as examples of sustainable, responsible development.
But we also came to talk fashion. When asked about his favorite local designer, he named fellow Cebuano Philip Rodriguez. “Philip makes very beautiful barongs. The barong is something I’m always proud to wear and tell other foreigners that it is something homegrown.” For RTW suits, Secretary Durano likes to shop at Zara. “The fit suits my body well and the designs are classic yet contemporary.” Celio is also one of his favorites for casual and sportswear. He cites TV host Ryan Seacrest as his “idol” in terms of fashion.
For our shoot with Mr. Tourism, we picked Rustan’s Black Label and Salt. Both are in-house labels at Rustan’s Department Store. Black Label’s well-made shirts and slim cuts fit the Secretary’s trim body.
We thought Salt’s comfortable, laid-back and casual style would be ideal for Secretary Durano’s many trips to our famous beaches.
For more formal wear, we chose the exotic threads of Silk Cocoon. As alternatives to the regular barong, the ingenious design and saucy materials used in their dress shirts make Ace stand out from the crowd. If you’re going to promote the Philippines, you have to shine, don’t you think?