Our heritage is not the exclusive domain of museums, high-end galleries, elite clubs, or hardbound coffee table books —it belongs to every Ilonggo. True cultural tourism is born from the collective spirit of a community that takes pride in its traditions. When everyone, from the taxi driver and market vendor to the hotel attendant and security guard, becomes an advocate for our arts and culture, we create an authentic and compelling narrative that resonates with visitors from around the world.
The Benefits of a Community-Driven Approach
When every member of our community is involved in hosting and tourism, the benefits are twofold. First, it gives people a profound sense of ownership over our cultural heritage. It is this deep-rooted pride that transforms passive onlookers into passionate storytellers. A community that believes in its own culture naturally becomes the best advocate for it, presenting a genuine and relatable image to the world. Second, a well-trained local community elevates the quality of the overall visitor experience. When every interaction is infused with authentic warmth and knowledgeable service, visitors are more likely to enjoy longer stays, spend more, and ultimately return—fueling sustainable economic growth.
Community-Level Conversations and Training
If we aspire to be a leader in cultural tourism and even a top choice for MICE (Meetings, Incentives, Conferences, and Exhibitions), our starting point must be the community. We need to be more aggressive in fostering a culture of hospitality that begins at the grassroots. This means bringing conversations about our cultural identity and heritage directly to the barangays, schools, and local associations. When training programs are held at the community level, the knowledge and enthusiasm for hosting and tourism are not confined to a few elite institutions; they permeate every corner of our society.
Imagine local governments and provincial agencies launching regular training sessions and workshops on hospitality, storytelling, and customer service—all tailored to the Ilonggo context. These programs should be designed to empower even the most unassuming member of the community to share our cultural riches with visitors confidently. They can include practical sessions, role-playing exercises, and even mentorship opportunities where experienced local hosts pass on their expertise to younger generations. This approach not only refines the skills of our people but also cements a collective commitment to showcase our heritage with pride.
Embracing an Aggressive, Inclusive Strategy
Our competitors in other provinces are not standing still; they are actively working to attract more tourists by leveraging their local culture. If we want to maintain—and even enhance—our status as a cultural and heritage tourism leader, we must be equally, if not more, aggressive in our efforts. This means setting clear objectives at both the city and provincial levels to integrate community-based hospitality training into our broader tourism strategy. It means recognizing that true progress in the MICE sector starts at the very grassroots level, where every Ilonggo is prepared to welcome the world.
A Future Built on Shared Heritage
I have seen firsthand the transformative power of a community united by pride and purpose. When we invest in training our people and instill a sense of ownership over our shared heritage, we create a vibrant ecosystem where culture and commerce thrive together. This is the kind of future that makes Iloilo not only a memorable destination but also a beacon of sustainable and inclusive growth.
Let us all—government leaders, educators, business owners, and every citizen—commit to this vision. By involving everyone in the promotion of our arts and culture, we can build a future where the true essence of the Ilonggo spirit is celebrated in every interaction, every smile, and every shared story. In doing so, we not only enrich our community but also demonstrate to the world that our heritage is not just preserved in memory—it is lived, experienced, and proudly shared.
Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.
