Espina: Branding and best practices

THE Cebu Chamber of Commerce Inc. (CCCI) Cebu Business Month (CBM) Tourism Congress 2013—scheduled from 1 p.m.-5:30 p.m. on Friday, June 21, at the Marco Polo Plaza Cebu Hotel—has an exciting theme, “Power Up Tourism.” It will revisit branding strategies and share the ingredients or best practices of selected destinations like Singapore, Thailand, China, Vietnam; hotels, resorts, airlines and travel groups back to back with our own tourism initiatives, like the current More Fun in the Philippines slogan, a review of which will be presented by the Department of Tourism.

Mila C. Espina

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The keynote message will be delivered by Acting Gov. Agnes Magpale (also CCCI tourism consultant for almost a decade); while Gov.- elect Hilario Davide III, the tourism congress luncheon speaker, will share his tourism plans for Cebu Province. How do all these bring in more tourists? How do we sustain the excitement of visiting Cebu?

The resource speakers from our neighboring destinations and stakeholders are: Jacqueline Thng, chief executive officer, Lexis Branding, Singapore, on Branding Strategies; Sherina Chan, area director, Philippines and Brunei, Singapore Tourism Board; Joe Ng, Thai honorary trade advisor in the Philippines; Grace Ho, general manager, Cathay Pacific Airways LTD, and a speaker from China; Cora de la Cruz, Canadian Chamber in the Philippines; Consul Bobby Joseph, chairman emeritus, National Association of Independent Travel Agencies (Naitas); David Pardo de Ayala of Discovery Suites; Consul Julie Alegrado-Vergara, Blue Water Resorts; James Mabey, Marco Polo Hotels; Farid Schoucair, New World; and Stephen Reilly, Resorts World. We are still getting confirmation from Silkair/Singapore Airlines, Philippine Airlines and Cebu Pacific.

The CCCI tourism team at 888 Forum (from left) Stella Bernabe, Lita Urbina, CBM chairperson Melanie Ng, Edwin Ortiz, MCE (over-all chair,tourism), Acting Vice Governor Agnes Magpale, tourism consultant, Consul Bobby Joseph, Hans Hauri, tourism consultants Dawnie Roa, Jenny Franco, Ricky Tio and Elias Bacquero of 888.

There will be enriching interaction with the resource persons; tourism exhibits; and cultural and contemporary musical interludes. The tourism congress “Cebu Ctiy Tourism Night,” led by Mayor Michael Rama and the Cebu City Tourism Commission—with guests from local and national tourism leaders—will showcase their current tourism programs.

Awards will be conferred on CCCI past president and tourism advocator Anastacio Muntuerto Jr. and Dr. Potenciano “Yong” Larrazabal for community-based sports initiatives. Special citation will be conferred on Pasiyo Sa Kabilin (Cebu City Tourism Commission); and Gabii Sa Kabilin (Ramon Aboitiz Foundation Inc.) for promoting and expanding the legacy of museum as part of the Cebuano culture and heritage, which have become significant tourism programs.

The People Enhancing Opportunities Propelling Leadership Excellence (People) and Talento Cebuano will award Marlyn Chua, Kusina ni Nasing: Girlie Las Pinas, arts and culture; Monette Aliño and Delia Villacastin, education and civic –humanitarian involvements; and the Ng family for entertainment for tourism.

Espina: Branding and best practices