nvent anything new. Hospitality has been around forever.” –Joe Gebbia

Even if the Dinagyang Festival is held multiple times a year, if the hospitality is lousy, tourism will stagnate – or even take a nosedive. The annual cultural and religious celebration has captured the world’s imagination, which has provided colossal publicity for the city, along with creating a massive promotional presentation. In terms of universal recognition, the festival has reached its peak.

Officials of the Iloilo City government; Iloilo Dinagyang Foundation Inc.; Department of Tourism; along with the respective provincial governments of Negros Occidental, Guimaras, Iloilo, Aklan, Antique, and Capiz must now strengthen infrastructure for local tourism programs. Such actions include encouraging investors to build more hotels and resorts, along with entertainment hubs.

Attending overseas trade missions should also be a common practice by provincial governments.

In addition, more investment in manpower and hospitality is needed in order to produce effective tourism ambassadors, who would be responsible for ensuring foreign visitors enjoy their stay and are encouraged to come back again.

Tourists return when they feel a certain warmth and peace. They are also inspired to return when they see amiable and smiling faces of locals who are able to effectively communicate in English – there is no substitute for hospitality when it comes to a sustainable tourism program (and the region has an abundance of it).

In 2015, the Tourism Authority of Thailand conceptualized “Amazing Thailand,” which was supplemented with the “Discover Thai-ness” campaign.

Thai tourism officials are crediting the campaign for optimistic tourism numbers. For example, the country’s northeastern Isan region is forecasting an increase of 27.9 million visitors.

The Western Visayas can generate more funds from tourism. With our vast resources, God-given natural wonders, and sparkling destinations, the sky is the limit./WDJ