EDITORIAL - Why Cebu is losing its clout

A recent report said Camarines Sur still holds the most number of tourists among all provinces in the country. This is because of its water sports complex that has turned into a premier destination, especially among the youth.

That huge sports complex has already gained international attraction because of CamSur officials’ acute marketing strategy. Imagine, from a relatively unknown water tournament site, it evolved into an important venue for international triathlon tournaments, among others.

While Cebu officials may dispute CamSur’s claim as the number one tourist destination, we just cannot help but admire such an unprecedented accomplishment of a province that is not used to be a key player in the tourism industry.

Okay, CamSur has fine beaches that could rival those in Cebu, and it is blessed to be near a cone-shaped volcano regarded as the world’s most beautiful. But they are not the reason why that Bicol region province is what it is today.

This is not to say Cebu should duplicate such a rare achievement by constructing its own complex to draw thousands of sports aficionados. We should remember that Cebu is already an established name in the tourism industry.

But just because Cebu has already established a niche does not mean it can no longer have the ability to strive for supremacy in the industry. As we see it, our local tourism leaders are too complacent, thinking that the province has everything that satisfies the eyes of every tourist.

CamSur may only have a water complex to count on, but it is drawing hundreds of thousands of visitors a year because it is wisely marketed as an ultimate haven for local and foreign sports enthusiasts.   

While Cebu can boast of countless attractions – from old churches to first-class resorts and hotels – the fact that it is starting to lose clout in the industry has something to do with the lack of proper marketing strategy.

Cebu has what it takes to be a premier tourist destination in this part of the world. All it needs is to step up otherwise it will be left behind in the dog-eat-dog competition.