Tuesday, August 22, 2006
Traders back Oro brand name
By Danilo V. Adorador III
AN EXCELLENT brand image and central marketing vehicle will ensure the success of Cagayan de Oro tourism, a business leader said Monday.
As in most of the country's tourist hubs, "packaging" and a global-oriented campaign will define the success or failure of the local tourism, said Ruben Vegafria, Cagayan de Oro Chamber of Commerce and Industry president.
Vegafria sees the need for a more improved, well-defined "branding" of the city's tourism image, which, he said, will shape the city's identity parallel to its attractions.
He lamented that Cagayan de Oro has not still been included among the elite clubs of cities frequently featured in the country's tourism promotional campaigns.
"A local businessman traveling in Manila will see the cities of Davao, Cebu, Subic etc. in tourist leaflets, but not Cagayan de Oro. Why? Because I think we need to improve more on the area of branding and marketing," he said.
The business leader's observation came barely a week before the city's fiesta, in which domestic and foreign tourists are expected to witness the festivities.
In line with this, Vegafria said Oro Chamber is actively pushing for the creation of a central body for tasked for organizing and handling conventions and special events, such as the fiesta.
He named the special body as Convention and Events Bureau, which he said, will ensure that conventions and other tourism-related events are handled orderly.
Oro Chamber and the City Government are also coordinating for the creation of tourism and investment units, he said.
Meanwhile, Vegafria reiterated Oro Chamber's support to City Hall's trade mission in Australia next month, which is aimed at selling Cagayan de Oro's tourist destinations and bring in foreign investments.
Mayor Vicente Emano and a group of local businessmen will visit Melbourne and Sydney in Australia before proceeding to New Zealand.
Emano said he is optimistic the two-nation sorties will engender foreign investments and bring in more tourists.
(August 22, 2006 issue)
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