MEDIA RELEASE

March 2011

DOT backs domestic tourism in Baguio

Department of Tourism (DOT) Secretary Alberto A. Lim pushed for diversification

of tourism products in Baguio City as a means of increasing visitors to the Summer

Capital.

“Baguio already gets a lot of domestic tourism on its own, but it should reinvent

itself,” he told local media representatives and organizers at a press briefing during the

Panagbenga Festival 2011.

While he acknowledged that Baguio City remains popular among domestic

tourists for its climate and accessibility, the Secretary said adding attractions will be key

in sustaining the numbers.

He cited museums like National Artist Ben Cabrera’s BenCab Museum, which

the Secretary visited himself, and other cultural displays as possible new tourist draws.

He also mentioned wellness and adventure as additional pegs for tourism in Northern

Luzon.

As for developing existing attractions, Secretary Lim expressed commitment to

assist the local government in refurbishing Burnham Park, beginning with the sprucing
up of the Rose Garden. National Parks Development Committee Director Juliet Villegas

was also on hand during the festival to discuss the matter with local officials.

“Burnham Park is an icon, and that is where we pledge to help Baguio,” noted the

tourism chief.

The Department’s soon-to-be-launched “Pilipinas, Tara Na!” domestic tourism

campaign is likewise a joint undertaking, this time with the private sector. Sec. Lim said

a remake of the 2004 “Tara Na, Byahe Tayo” music video will be rolled out in time for

the Holy Week rush.

The Secretary also took the opportunity to share the Department’s thrust in

appealing to “high-value tourists”, especially in international tourism promotion.

“It is not the number of tourists we get that matters, but the amount of money

they spend and the length of time they stay. What we want to do is spend our

promotions money targeting the high-value visitors like the MICE market,” he said.

DOT Secretary Alberto A. Lim on DOT-CAR’s participating float during

the Panagbenga Festival 2011.
 One of the exhibit halls at the BenCab Museum in Baguio City.

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CONTACT: EVELYN A. MACAYAYONG

Office of Tourism Information
525-18-05