Secretary Ramon Jimenez Jr. of the Department of Tourism lauded how Ilonggos were able to preserve their culture and heritage which he considers as the key drivers in the city’s tourism industry.

Jimenez spoke before participants of the 2nd Western Visayas Business Forum spearheaded by the Center for Enterprise and Development of the University of Iloilo-Phinma Education Network held yesterday at Hotel del Rio.

Jimenez said that culture could be the Ilonggos’ key to differentiation versus other areas in the country.

“Iloilo has genuine cultural and historical heritage,” he stressed.

Jimenez said although the city has less natural attractions, it has cultural activities to boast of.

He said, while the best beaches could be found almost everywhere in the country, heritage sites abound in Iloilo.

Meanwhile, Iloilo City Tourism Officer Ben Jimena said that Iloilo City is also aiming to be known as a “destination for meetings, incentives, conventions and expeditions.”

“There is something to see in Iloilo,” he said.

WESTERN VISAYAS

Jimenez also gave reasons why “it is more fun in Western Visayas.”

He said, being home to the paradise island of Boracay which is recognized for having the best beach in the world, the region holds a lot of potential.

He said 1.5 million tourists visit Boracay in Aklan every year and this has a big contribution on the DOT’s aim of having 10 million tourist arrivals by 2016.

Aside from Boracay, Jimenez also mentioned Miagao Church, a Unesco (United Nations Educational, Scientific and Cultural Organization) world heritage site.

“Ilonggos should help preserve it and to get the entire world to see it,” he said.

WHAT SHOULD BE DONE?

Meanwhile, Jimenez also suggested ways to boost the region’s tourism sector.

One, the region should focus on product development.

He noted that Region 6 has developed various small to medium scale resorts. He however challenged the business sector to “establish hotels with international standards that are capable of meeting the heavy influx of tourists, to be at par with other countries.”

Second, improvisation of market access and connectivity. Thus, he lauded the opening of international flights at the Iloilo International Airport.

He said the presence of air terminals, such as the Kalibo International Airport in Aklan, the Iloilo International Airport in Cabatuan, the Bacolod-Silay International Airport in Negros Occidental has opened more opportunities for the region.

Third, improve and develop on the region’s institutional capacities and human resources.

“Capability building is about knowing how to give the service,” he said.

He further challenged the business sector to participate in improving the tourism industry.

“Tourism is not only the government’s business. Tourism should be everybody’s business,” said Jimenez.

He noted that DOT‘s job is to build demand and capacity.

“How do you improve tourism business? It’s about having more business,” he said.

REAL ACTION

Meanwhile, Atty. Helen Catalbas, DOT 6 regional director said that the real action should come from the tourism stakeholders of the region, including the business sector.

Catalabas said that the DOT is already spearheading the training for taxi drivers, sales personnel and hotel workers who give frontline services to Iloilo’s visitors.

“We will rise and fall in the weakness of our front liners,” she said.*