We have a new Tourism Secretary. And so once again, there’s hope that things can move quickly and strategically towards a clear focus. While there are a number of things to address in the tourism sector, I would just want to input that tourism planning needs to be done coming from two main roots: Culture and the Environment. Why these two? Well, because these are two areas, which, if we do not seriously nurture, highlight and focus on, will soon be lost. In this age of globalization we are in, where the diversity of cultures are melting into a homogeneous “world culture,” each country should steadfastly hold on to the preservation or retranslations of its cultural traditions, heritage and legacies. Global warming and climate change are making their presences painfully felt, so the need to watch over natural ecological sites becomes imperative. Let me touch on cultural tourism for this article.
One sub-tourism planning can be to identify, strengthen, brand-position and market a series of cultural tourism tours, which may not necessarily mean huge investment in infrastructure. What will be required is a tying up of elements together, refining what is already present and branding and marketing these.
Cultural tourism is concerned with the way of life of a people in a certain locality, their history, art, architecture and even religion. In cities, we can also point to historical places and sites, cultural facilities and enterprises like museums, galleries, theaters where our creative industries (such as films, performances, music, visual arts and design) can be highlighted. Or outside the city, into the lands of our indigenous peoples where they show their unique way of life, rituals and beliefs, artistry and crafts. There are many churches and historic edifices all over the country. There are fiestas and festivals. Local cuisines, too. We are oozing with culture all around and we aren’t even using them to our advantage. Tourism initiatives can do this. It is generally agreed that cultural tourists spend substantially more than the average tourist. This form of tourism has also become more popular throughout the world. I believe people travel for leisure to exotic new places and cultures because they want to experience something totally different and new from what they already know. The development of our cultural tourism sector can be sensitively planned to highlight living cultural areas where our indigenous communities are. This would also answer domestic tourism’s thirst for something new and exotic. Development of these cultural living areas must be done with utmost sensitivity for the local people so they do not feel violated or their area not destroyed. But I believe it can be done. Since culture is the main attraction, sustainable destination development of the area is vital so no negative impacts happen (such as the destruction of the authentic identity of the tribal community). Each place must be planned uniquely and separately, for no “cookie-cutter, one-size-fits-all” direction will ever succeed for cultural tourism.
Here’s the template I suggest: In one area, identify the cultural highlight (example: a festival, a church or heritage site, an indigenous tribe), refine the actual experience, bring out the cuisine and the local craft or gift industries, bring the people together, performances should highlight the local music and dance, all themed around the experience. All in one place, there can be a historical tour, eco-adventure, culinary and shopping experiences. It should be integrated and wholistic. Cultural tours have a clear purpose because such tours teach travellers about the local culture. It’s not just entertainment — such as a trip to a resort destination where you leave the tourist or visitor to enjoy as s/he pleases. Cultural tourism has an aspect where tourists must be guided to understand, experience and enjoy the destination. Something deeper happens here. The tourists/visitors peer into the soul of our culture, and take a little part of it back home with them.
What is happening around today is that only one or two elements are correct. Example: You have crowds come to see a local festival but the actual festival has become a diluted version of tradition where costumes are stylized to undentifiable directions, dance movements have become Michael Jackson’s and the whole spirit has evolved into Mardi Gras. Nothing wrong with the celebratory spirit, but the key elements of culture are already lost. Or take, as a sample case of the B’laan tribe in Mindanao, where the School of Living Tradition is a wonderful place to visit with beautiful weavings and crafts, dances and songs performed by everyone… but inaccessible to the foreign tourist, with no food readily available. An organized tour can be developed for this destination and the B’laan tribe guided and taught to balance economic development with the preservation and pride in their culture. It is the same with Davao del Norte’s cultural villages and community based tourism initiatives.
Bohol, Vigan, Davao, Palawan have been, so far, quite successful with this holistic approach and I hope that many others follow. The next step is branding and marketing all these strongly and strategically and this is where the new Tourism Secretary’s strength can be put to good use.
(E-mail the author at jeanniejavelosa@gmail.com or follow her on Twitter @jeanniejavelosa)