EDITORIAL - Cebu branding a good idea, but…

There is now a concerted movement to unite local governments, businesses, and tourism stakeholders in promoting Cebu as a single tourism and investment destination.

As per a story in this newspaper, the Cebu Chamber of Commerce and Industry (CCCI) proposed what they called the “Project Mango Shake: Cebu Endless Surprises”.

The CCCI said the project is designed to complement existing tourism programs of cities and municipalities while allowing each locality to maintain its unique identity under a broader Cebu brand.

The effort already has the support of Cebu City Mayor Nestor Archival.

We think this is a good idea. Branding Cebu as one big tourism and investment destination is sure to harmonize various tourism strategies as well as open up investment opportunities.

However, there will be challenges, especially involving the local government units. The first one we see is that not all towns in the province may have attractions to draw in tourists or potential businesses to bring in investors.

Where do towns that have no attractions or potential investments fall into this plan?

The second one we see is that not all towns may have sufficient budget to being their attractions up to that level where tourists from far and near come for them. It may also be that a town may not have enough funds to make the place more friendly for tourists, like putting up frequent toilet rest-stops or more resorts or places where they can billet.

Where do towns that have little or no budget for tourism fall into this plan?

The third is, of course, politics. Because we consistently change leaders following elections, one good policy may not last one term. This may be because the next leader has his or her own agenda or plans. It may even be out of mere spite because the next leader does not want to make the previous one look good any longer.

Because politics is about alliances, this may also stop one LGU from cooperating with another.

Obviously there are some kinks to work out; but we really hope this mango shake serves up something delicious.