Argao at 400

Alex Gonzales, the man behind the “Katilingbanong Turismo” of Argao (Community Tourism), desires to continually share the treasures of his hometown.

Now in his 50s, he tries to explain what fuels his desire to put Argao as a number one tourist destination in the island.

Here is his story.

In 2002, while he was undergoing a heart operation, the doctor said Alex died for three minutes. The experience left him with a renewed vigor to live life the way God wants Him to live - a life of service to his fellowmen.

Barely able to walk, Alex left a productive life in Cebu City as an NGO executive, community organizer, and consultant to come back home.

He stayed at their ancestral home, the ground floor of which he converted into a cafe.

Alex Kafe has, since then, catered to the discerning taste of local and international tourists. The café offers local cuisine as well as delicacies Argao is famous for.

Two years after his operation, now able to walk well and enjoying the other benefits of a healthier lifestyle, he was asked to sell Argao with the belief that if he can sell Alex Kafe, he can also sell the town.

He then developed the municipality’s tourism industry. With the help of some friends and by getting to know the hearts of the ordinary Argawanon, Alex was able to conceptualize the community tourism program. His first challenge was how to sell Argao to the Argawanons themselves.

He started by making the people aware of what they have. With the funds he got from the Office of the President, Alex along with the other volunteers of the tourism office put up billboards all over town.

They also printed brochures, leaflets, and posters.

Next they made tour packages: heritage tour, caving in Balay sa Agta, climbing the mystic mountain, visit to Bugasok Falls, and trek to Mt. Lantoy.

They also offer camping, cave mapping, among other things.

When asked what made the program successful, Alex mentioned the following factors:

1. Attitude (of the town’s leaders, people)
2. Access (through roads and trails, even through technology, the web)
3. Accommodations (at present Argao can accommodate 200-250 people at any given time in their inns, resorts, and the rural casas which develops the entrepreneurial skills of the housewives. The bed and breakfast offers guests a local experience).
4. Advertising

If people a few years back were bewildered why the billboards were in Argao and not somewhere else, Alex said he now sees acceptance and support for the move. People now talk openly of the treasures the tourism office works hard to promote.

From time to time, tourists are led by trisikad drivers (bicycle) to his office.

The number of volunteers has also increased to 26 and barangay captains (village chiefs) express desire to be part of the tourism efforts of the municipality.

“This is my second life. I am grateful. I am giving it back to the community,” Alex said. (Louela R. Pegarido)