Capitol vows to sync investment, tourism efforts with new branding

CEBU, Philippines - The Cebu Provincial government vowed to synchronize all its tourism and investment efforts on the newly launched “Cebu, where the heart sings!” brand.

"This is just the beginning of our laborious effort to reinforce our standing as tourism and investment hub in the global market," said Cebu Governor Hilario Davide III.

However, while Davide have faith that the new brand will be able to entice more visitors who may be convinced to invest in the province, he said industry players from both the government and the private sectors should brace for a more challenging journey ahead.

The Governor urged the private sector to continue to work closely with the government in developing programs that could make Cebu a more "intriguing" and much more attractive destination.

Now that Cebu finally found its dentity, it is now the responsibility of the Cebuanos to make its visitors happy and delighted with their every visit.

The zero-budget branding tagline, which best captures Cebu's soul as a diverse destination, was initiated by the private sector players led by Cebu Chamber of Commerce and Industry, supported by different organizations, local government units (LGUs) within the province.

Davide emphasized the important contribution of tourism to the province’s economy.

"The more activities [tourism related], the more opportunities for employment."

Department of Tourism (DOT-7) regional director Rowena Montecillo announced that the new branding of Cebu will be endorsed to the Regional Development Council (RDC-7) to be used as the platform for tourism related policy making for the province.

The Cebu Brand Team was created six months ago to work on the proper positioning of the province as a destination’s "identity" is considered as the main driving force in revving  up tourism and business growth.

The team considered Cebu's global recognitions in crafting the brand. It analyzed survey results where Cebu shines versus other destinations and the criteria used in determining what values are important to tourists.

In the Top 5 Islands of Asia survey, where Cebu/(Visayas islands) ranked third, the province scored the highest among the five in terms of beaches and second in terms of friendliness.

It also scored well in terms of sceneries and atmosphere, but needs improvements on activities, restaurants and lodging.

The team also incorporated positive characteristics of Cebuanos and interplayed it with Cebu's natural beauty and local hospitality, as well as its festive celebrations in the creation of the brand. — Ehda M. Dagooc (FREEMAN)