Empowering Local Communities Through Community-Based Marketing Program
The Tourism Promotions Board (TPB) of the Philippines, which serves as the marketing and promotions arm of the Department of Tourism (DOT), has. successfully wrapped up the Albay segment of its Community-Based Marketing Enhancement Program. This significant event took place from December 6 to 10 and was organized in partnership with the Provincial Government of Albay and DOT Region V. The initiative aimed to empower local communities by equipping them with essential skills in digital marketing, innovative content creation, and the implementation of sustainable tourism practices. Through this program, participants had the opportunity to deepen their understanding of effective marketing strategies and to develop the tools necessary to promote their unique cultural and natural attractions, ultimately boosting the local economy and enhancing the overall tourism experience in the region.
CBT participants showcase the community-focused aspect of the program as they join the locals for a picture.
The CBT Marketing Enhancement Program is an integral component of the government’s expansive initiative aimed at boosting grassroots engagement in the development of tourism. This comprehensive program is designed to empower local tourism stakeholders—such as community leaders, entrepreneurs, and artisans—by providing them with essential tools and knowledge to effectively showcase and promote their unique cultural and natural assets. By fostering a deeper understanding of sustainable tourism practices, the program not only enhances the local economy but also ensures that both visitors and communities reap the benefits of responsible tourism practices that respect and preserve the rich heritage and environment of the area.
Throughout the duration of the program, TPB explored seven vibrant communities nestled in the picturesque province of Albay, each brimming with unique heritage, exceptional craftsmanship, and innovative eco-tourism initiatives. In the charming town of Tiwi, the PHILCERAMICS Association welcomed participants with an impressive array of stunning ceramic products. From intricately designed lamps that illuminate spaces with warmth to exquisite home décor pieces that perfectly blend artistry and function, the craftsmanship on display captivated everyone. Meanwhile, the Tabaco Cutlery Makers Association (TACUMA) showcased their artisanal talents by presenting a remarkable selection of finely crafted cutlery. Each piece, meticulously forged by skilled artisans, reflected not only the quality of the materials but also the rich traditions and dedication behind the craft.
The Malilipot Abaca Weavers captivated audiences with their exquisite craftsmanship, showcasing the intricate art of weaving traditional abaca cloth. Each piece, displaying a stunning array of textures and patterns, reflected generations of skill and dedication. Simultaneously, the Libon Eco-Tourist Guides Organization (LET’S GO) offered delightful and informative farm tours, immersing visitors in vibrant eco-tourism experiences that highlighted the region’s rich agricultural heritage.
Adventure seekers were treated to the breathtaking beauty of Albay’s natural landscapes through the Jovellar Underground River Guides & Boatmen. Their eco-conscious river tours not only revealed the area’s stunning scenery but also emphasized its rich biodiversity, making for a memorable exploration of the local environment.
In Polangui, Galuda Farm proudly showcased an array of local specialty food products that tantalized the taste buds. Visitors indulged in delicious treats like santan coco jam, kalamay, and the delightful pili nuts, each offering a unique flavor that celebrated the region’s culinary traditions.
Adding to the gastronomic experience, the talented Puto Makers from Oas introduced attendees to the beloved Puto de Oas — fluffy, rice cakes that are a cherished local delicacy. Each bite, soft and sweet, embodied the essence of the region’s culinary heritage, leaving everyone eager for more.
In addition to the hands-on experiences, the program featured cultural and culinary highlights that celebrated the rich traditions of Bicol. A cooking demonstration of ‘Tinutungan na Manok’, a traditional Bicolano dish made with native chicken stewed in smoked coconut milk, and ’Pinangat’, a protein-rich dish cooked in taro leaves, offered a delicious taste of local flavors. Participants also explored Albay’s natural wonders through a guided tour of the Jovellar Underground River, immersing themselves in the region’s ecological treasures.
On December 6, the program’s objectives were further enhanced with a vibrant fundraising concert titled “Musika Para Sa Bikol: Himig ng Bayanihan,” held at the Ibalong Centrum for Recreation. This lively event brought together a diverse lineup of talented artists, including the captivating Kim Ji-Soo, the iconic band Gene Loves Jezebel, the melodic Fra Lippo Lippi, and the energetic local acts Arimvibes and Tothapi. The concert was not just a showcase of music; it was a heartfelt celebration of the Filipino spirit of bayanihan, uniting people in a shared purpose of support and community. Every ticket sold and every note played contributed to a noble cause, with proceeds dedicated directly to relief and recovery efforts for the communities in Albay that were devastated by recent typhoons. The atmosphere was electric, filled with hope and solidarity, as attendees came together to uplift those in need through the power of music.
The successful execution of the Albay leg of the CBT Marketing Enhancement Program signifies a significant milestone in the Tourism Promotions Board’s (TPB) steadfast dedication to promoting sustainable tourism as a catalyst for local economic development. This initiative not only highlights the potential of the local tourism industry but also emphasizes the importance of community engagement in driving growth. Building on this success, TPB has ambitious plans to broaden the reach of the program in 2025. Upcoming workshops are scheduled to take place in diverse locations such as Zamboanga, Lake Sebu, Davao, Cordillera, Sorsogon, and Northern Samar, each aiming to empower local communities and enhance their marketing capabilities in the tourism sector.
With each visit, TPB actively engages with communities by offering not only valuable materials but also insightful resources that empower local residents to take an active role in shaping the future of tourism in their areas. This initiative is designed to foster a sense of ownership among community members, enabling them to contribute to the development and sustainability of tourism that reflects their unique cultures and needs. Simultaneously, TPB is dedicated to promoting the Philippines as a sustainable and inclusive travel destination, highlighting the rich diversity and natural beauty of the country, while ensuring that the benefits of tourism reach all segments of the community.
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