Boosting tourism

Every year, the Cebuanos turn their mode into a festive spirit when the calendar shifts to January. We hear the loud beats of the drums and the familiar tunes in relation to the feast of the Child Jesus. The schedules are almost memorized by heart - from the opening salvo, to the Traslacion, and up to the most-awaited Sinulog Festival. Streets become more alive, traffic becomes more tolerable in a strange way, and even exhaustion feels communal. While many regard this as a time to honor the image that arrived in 1521, it’s also, undeniably, a way to boost tourism.

In the past week, we have seen balikbayans return home for the Sinulog. The Mactan-Cebu International Airport is relentless in welcoming them as they arrive. They are sang and danced for to make them feel they are home. The smiles of airport staff, the performers in bright costumes, and even the repetitive announcements seem more forgiving. The tourism department says that Central Visayas doesn’t only boast of destinations such as beaches and sceneries, but it’s the religious aspect that siphons visitors. Faith tourism has become a defining feature of the region. While this isn’t a negative image, it puts pressure on us to do more.

Filipinos are known for top-notch hospitality, beating other nationalities when it comes to their relations with visitors. This is often romanticized, but it’s also something we unconsciously perform. Most of the foreigners I have seen in recent days love how the festive spirit makes them jolly, a far cry from their own countries. I have been in conversations with new friends from the West, and they tell me that the lack of sun somehow makes their environment gloomy, which is in high contrast to our cheerful season regardless of weather. It makes me reflect on how lucky we actually are, even if we have to endure heavy rain and scorching heatwaves. We are just stuck with both, really.

After Sinulog, we will continue our tourism mode as Cebu will host several meetings for the Association of Southeast Asian Nations. This means visitors will keep coming, and our disposition should remain in the welcome phase. Hospitality shouldn’t be seasonal. My only worry is that prices will increase and hospitality becomes selective. Notice how Filipinos tend to take advantage of the situation, just like the common economic principle of supply and demand. What starts as opportunity can easily slide into abuse. I hope the government will ensure no exploitation affects the locals, especially those who already feel displaced during peak seasons.

I really can’t tell if I’m excited or anxious about what is to come. Perhaps it’s both. Tourism brings promise, but it also demands responsibility. As Cebu continues to open its doors wider, I hope we don’t forget who we are welcoming, and who we are doing this for.