CCCI to strengthen Cebu's branding bid

Higher level Cebu branding efforts will be initiated by the Cebu Chamber of Commerce and Industry (CCCI) starting this year, to re-enforce branding bid of Cebu as world's top tourism destination.

Intensive workshop composed of key players in the tourism industry will be set soon, to re-identify the tourism strength of Cebu, aside from its "sun and beach" attraction.

CCCI president Francis O. Monera said there is a need for Cebu to fine tune its niche in tourism, as the "sun and beach" attraction alone cannot draw in more tourists.

"Branding development for Cebu is one of the chamber's top priorities this year. We have to identify what we can offer, that our competitors cannot," Monera said.

Phuket in Thailand, Bali in Indonesia are both using "sun and beach" attraction. Cebu could get away from this common come-on tourism tool, and could go for a more unique and effective attraction.

According to Monera, Cebu could take advantage of its festivals as the banner attraction, making Cebu as "Festival Island" in Asia Pacific.

Cebu could make use of its different festivals starting from Mother Festival Sinulog in January, and other festivals were to be strongly institutionalized.

In addition to beaches and resorts, Monera said Cebu should highlight its interesting culture and heritage through festivals that would draw more tourists, including those high-spender travelers.

Monera mentioned that Thailand for instance is highly influenced by Buddhism religion and culture, Indonesia on the other hand is an Islam-country.

He said Cebu could make use of its being the setting of Christianity in Asia. This alone is a unique attraction, that can't be offered by other competitor countries.

Formal implementation of this plan will start, after the CCCI's "brand engagement" program will be all set.

"Cebu alone is a very strong brand. It should be complemented with a strong and unique attraction, like its unique culture and heritage," Monera said.

This particular program will be handled by CCCI's Tourism Committee currently headed by Mila Espina.

In 2005, the Department of Tourism (DOT-7) in cooperation with the Cebu provincial government launched a book entitled "Cebu-Philippines: Resort and Heritage Destination."

DOT-7 regional director Patria Aurora Roa said earlier that resort and heritage attractions should be the appropriate brand tag-line for Cebu as it is a historical province, at the same time offers premium resort and beach attractions.

Although the Cebu branding efforts had been conceptualized for several years, no official branding blueprint has yet been applied by tourism players.