The Department of Tourism (DOT) in Central Luzon has underscored the role of local government units (LGUs) on cultural tourism.
This was gleaned during three-day Cultural Tourism Development Workshop held on May 20-22, 2025 at the Bliss Hotel in Dau, Mabalacat City.
The workshop is in line with the celebration of the National Heritage Month spearheaded by the DOT Region III.
The event included collaborative activities and interactive discussions by the participants from various tourism sectors in Central Luzon.
The workshop highlighted the vital role of LGUs in leading cultural tourism efforts, from "embracing core principles to crafting sustainable strategies that preserve and promote our rich heritage."
DOT-III Director Richard G. Daenos cited the importance of sustainability in the efforts of the participants to develop their cultural tourism products.
He encouraged them to continue engaging with local communities to protect the environment and safeguard the heritage.
Daenos challenged the participants to "transform marketing to finding meaning, preservation to participation, and policy to a sense of pride."
Billy Ray Malacura, a guest speaker in the event, quoted as saying the late Susan Calo-Medina -- "huwag maging dayuhan sa sariling bayan -- to invite the participants to continue learning about the community.