Tourism stakeholders mull own Cebu brand

CEBU, Philippines - The new Mactan airport operator took the initiative of creating a task force to develop a brand for Cebu as the ultimate tourism destination in the Philippines, this as the national tourism tagline “It’s more fun in the Philippines” has not clearly emphasized Cebu’s tourism potential.

GMR-Megawide Cebu Airport Corporation  organized the task force in cooperation with the Department of Tourism and private sector players. It is being headed by DOT-7 regional director Rowena Montecillo.

In an interview with Hotel, Resort and Restaurant Association of Cebu  president Cenelyn Manguilimotan, she said tourism stakeholders are anticipating the outcome of the focused strategic plan of the task force in branding Cebu.

“The task force's creation is very timely, as we are seeing a much busier tourism sector next year,” she said.

Initially, promoting Cebu as a destination that offers "experience" will likely be made as a platform in formulating a brand for Cebu tourism.

"Cebu should be the [ultimate] tourism hub. We have everything. All is within reach--beach, mountain, shopping, night life and other things that interest the tourists," said Manguilimotan, who is also the general manager of Cebu Parklane International Hotel.

Manguilimotan added that although the campaign initiated by DOT is effective for the country as a whole, Cebu for its part should make its own branding campaign that will highlight everything that the province has to offer.

She said the effects of "It’s More Fun in the Philippines," campaign has not really been felt in Cebu.

This move is very important as Cebu will host some of the conferences and meetings during the APEC event next year.

Manguilimotan, who is also part of the working committee for Cebu's preparation for the APEC hosting, said that Cebu still has to find its "identity" in terms of marketing.

"Let’s grab this chance to show Cebu to the economic managers in Asia Pacific that Cebu is a good destination, not only for tourism, but also for investments," she said.

She said one strong branding campaign to convey what Cebu can offer is a good vehicle that will encourage the delegates to come back and convince their constituents in their respective countries to visit and invest here.

Initially, Cebu is assigned to host four big meetings during the APEC Conference next year, these are meetings of the finance, transportation, SME Ministerial and energy ministers' meeting that will be held starting early September to October next year.

Already, the working committee has identified the hotels that will host the meetings these are, Shangri-La’s Resort and Spa in Mactan, Movenpick Hotel Mactan Island Cebu, Marco Polo Plaza Cebu, Cebu City Marriott Hotel, Cebu Parklane International Hotel, and Waterfront Cebu Hotel and Casinos.

Manguilimotan said Cebu is also being prepared as an alternative venue for other meetings, in case something untoward happens in Manila during the scheduled meetings.

Over the years, Cebu had several branding propositions, including the most effective "Cebu:An island in the Pacific", among others. Manguilimotan said private and the government stakeholders should come together in crafting an effective slogan for Cebu, and the creation of the task force is a good move. (FREEMAN)