Aireen Y. Clores

Marketing Plan3/13/20101

Market SummaryMarket: Past, present, and futureBicol provides the framework for the sustainable development of the tourism industry anchoring on a secure environment and the proper promotion and utilization of its natural attractions, and development of world class facilities.It proposes the development of four key eco-tourism destinations and the establishment of intra and inter-regional linkages with other destinations of the region and the country.

3/13/20102

Market Summary:4 Key Eco-destinations in Bicol RegionMayon Volcano in Albay

Mt. Isarog in Camarines Sur

Whaleshark Butanding Interaction in Donsol Sorsogon

Bulusan Lake in Bulusan, Sorsogon

Market SummaryMarket: Past, present, and futureMarketing and institutional components shall be addressed with adequate financial support from the national and local governments and from the private sectors.OBJECTIVES: to put Bicol in the world tourism map by:Increased tourist arrivals;Employment generation; andIncreased income from domestic and foreign tourists expenditure

Situational Analysis:STRENGHTS:Bicol region is the tourism hub on account of its unique natural wonders and warm people The region is rich in both natural and man-made destinations.Tourist Arrivals in Bicol region increased, posting 45.6% growth in 2008. Tourists receipts in all provinces of the region increase between 2007 and 2008, except in CatanduanesTourism-oriented establishments (TOEs) in the region increased by 5.7% from 281 in 204 to 297 in 2006. these are classified as hotels (standard & economy), inns, pension house, apartelle, dormitory, resorts, and hostels. Homestay sites are also included in the list.

Situational Analysis:Weakness:At present, there are inadequate accommodation facilities in the four key eco-tourism sites particularly in Sorsogon.Weak enforcement of environmental laws on eco-tourist destinations, such as the Fisheries Code that prohibits the fishing of endangered species (whalesharks or butanding) and the Eco-tourism Code.

Situational Analysis:Opportunities:Tourism-oriented establishments (TOEs) in the region increased by 5.7% from 281 in 204 to 297 in 2006. these are classified as hotels (standard & economy), inns, pension house, apartelle, dormitory, resorts, and hostels. Homestay sites are also included in the list.There were 278,363 jobs generated from tourism during the period 2004-2006

Situational Analysis:OpportunitiesInitiate trainings and seminars for the tourism stakeholders to provide quality services and upgrade industry skills in the operation of tourism establishments. This include: Tour guiding techniquesTourism awareness seminarStrategic planning workshopDestination packaging and validationTourist receptionWaitering and bartendingTourist handlingPublic safetyCulinary tour workshop and Basic inn keeping procedures for the homestay prograg.

Situational AnalysisOpportunitiesSTOP (Security of Tourists Operational Program was launched (2006) aims to enhance disaster management and security capabilities among tourism stakeholders

Threats: Promotional activities need to be improved and sustained to gain greater international exposure.

Product Definition:TOURIST DESTINATIONSCamarines Sur Water Sports Complex caputured the international market so as CAMSURs Caramoan Peninsula where Suvivor Franchise Series (France & Bulgaria)Tourist Destinations can be linked with the Four Eco-tourism Sites in the Bicol Region

3/13/201010

Product Definition:TARGET MARKET:Targeting tourist arrivals for 2010 to 5 millionTargeting investors for the creation of more tourism economic zonesBicol does not focus on investments on tourism gateways but also the travelling public both domestic and international market. Bicol targets:Cultural Heritage TouristsOutdoor enthusiasts andClimate-conscious travelers who match their demographic profileTarget mature travelers with time and discretionary income.

Product Definition:With the opening of Caramoan, gives tourist a splendid experience on island hopping a new meaning. Great ocean adventures for kayakers, snorkel, and scuba dive experience the diverse marine life, trek and search for the enigmatic lagoon, rock climbing and cave exploration.

Product DefinitionInfrastructure Support Facilities:Transport Accessible by land, air and sea transportation facilities. Maintains and operates seven functional airports, with Legazpi City as the only trunk line airport which has landing facilities and can accommodate aircrafts like Boeing 737 jets.By land is most convenient as bus serviceCommunicationNDD & IDD services, mobile network facilities and network system, express postal delivery and courier services are readily available.

PositioningSustainable Marketing and PromotionShowcasing the best of Bicolandia through marketing and promotion activities with the use of tri-mediaAttractionsProducts ServicesPromotional activities conducted and participated by the DOT in cooperation with other government agencies, local government units, non-government organizations and private sector organizations.ASEAN Tourism ForumVIZ-MIN Travel and Lifestye ExpoBicol Food Festival andOther Media Invitational Tours

3/13/201015

PositioningSustainable Marketing and PromotionFestivals on the average, 20 major festivals being conducted in the region every year showcasing the best arts, crafts, music and dances that instill the culture of tourism in the community.Tourism services are likewise provided in the region, through the production of tourism collaterals and the presence of DOT information counters and tourism websites.Two official websites: www.wowbicol.comwww.visitmyphilippines.com

Communication StrategiesThe national government should provide funds to finance tourism facilities and support infrastructure.The local government units should prioritize off-site developments that are basic to the tourism industry and ensure that the community is tourism-ready.Maintaining peace and order in major tourist destinations is also imperative to attract both domestic and foreign tourists.3/13/201017

Communication StrategiesLarge scale investments such as the development of new attractions of international standard, new hotels, resorts and other tourism-oriented establishments are private sector-led.

The government should create favorable investment climate for the private investors to come in.

Packaging and Fulfillment of Strategies:To attain its objective:Sustainable Development of Key and Potential Ecotourism Destinations.The LGUs shall undertake the development of key eco-tourism destinations in the region, which shall be in accordance with the National Eco-tourism Strategy Program.Tourism Destination Rhabilitation/DevelopmentImprovement of existing major tourist destinations and development of priority tourism areas/assets in the regional and/or provincial tourism core. This will also include development of new destinations/attractions in the southeastern part of the region to complement the tourism activities of the Central Philippines Super Regions. 3/13/201019

Packaging and Fulfillment of Strategies:To attain its objective:Tourism Support Facilities DevelopmentProvision of necessary infrastructure and service facilities that will improve access to eco-tourism sites and other major tourist destinations in the region by the national and local governments. Tourism Marketing and Promotion.Aggressive marketing and promotions here and abroad through print and broadcast media(1) rehabilitation and improvement of existing visitor and information centers, and the construction of new information counters in strategic locations; (2) development of tourism collaterals and tour packages that will link the key eco-tourism sites and other destinations in the region with the Central Philippines, other regions of the country, and the world; (3) provision of support to the LGUs and the private sectors for the conduct of festivals in the region; and (4) conduct/participation to tourism and trade fairs, exhibits, travel expo, travel mart, investment missions, etc.

Packaging and Fulfillment of Strategies:To attain its objective:Institutional DevelopmentConduct of trainings/seminars for the DOT and other concerned regulatory agencies, local government units, service providers, tourism frontliners and the community for better accommodation of tourists in the area. This will also include the passage of tourism-friendly ordinances and the delivery of support services such as security and safety, peace and order, signages and billboards, sanitation and beautification.

Major Programs and Projects:Development of Key and Potential Eco-tourism Destinations. This aims to provide an integrated and coordinated mechanism for eco-tourism development in the Philippines. The following destinations will be developed: Mayon Volcano Natural Park in Lidong, Sto. Domingo Mt. Isarog/Consocep in Ocampo and Tigaon, Cam. Sur Caramoan Tourism Development Project in Caramoan, Camarines Sur Bulusan Nature Trek and Mountain Resort in Bulusan, Sorsogon Manta Bowl Development in San Jacinto, Masbate 3/13/201022

Major Programs and Projects:Tourism Destination Rehabilitation/Development. The objective of the project is to improve existing major tourist destinations and the development of priority tourism areas/assets in the regional and/or provincial tourism core. The following are the major projects: Cagsawa Park Rehabilitation in Daraga, Albay Mayon View Park Development at the Ligon Hill, Legazpi City Sun West Wharf Development Project, Legazpi City Capitol Complex Tourism Development Project, Pili, Camarines Sur Lake Buhi Rehabilitation and Development Project, Buhi, Camarines Sur Culture and Arts Development in Ligao City Construction of City Public Library cum Museum in Ligao City Rehabilitation/Improvement of Luyang Cave, San Andres, Catanduanes Improvement of Bagasbas Beach and Promenade Boulevard, Daet, Camarines Norte

Major Programs and Projects:Tourism Support Facilities Development. The objective of the project is to provide necessary infrastructure and service facilities that will improve access to eco-tourism sites and other major tourist destinations in the region by the national and local governments. Access Roads in Camarines Sur Beautification of Sangay-Tiwi Highway in Sangay, Camarines Sur Caramoan Airstrip (FS preparation) Development/Construction of Facilities/ Trails/Access Leading to Tourist Spots in Ligao City

Major Programs and Projects:Tourism Marketing and Promotion. This will involve aggressive marketing and promotional activities here and abroad through print and broadcast media. Establishment of information and photo display booths in Legazpi City, Ligao City, Iriga City, Naga City, Masbate City Sorsogon City, Daet and Virac Production and dissemination of tourism collaterals Participation in national and international travel shows Maintenance of websites by Legazpi City Tourism promotion and marketing by the Province of Camarines Sur Establishment/Operation of Investment Promotion & Development Center in Ligao City

Major Programs and Projects:Institutional Development/Capability Building. This will include the conduct of trainings and seminars for the DOT and other concerned regulatory agencies, LGUs, service providers, tourism frontliners and the community for better accommodation of tourists in the area. Tourism Awareness Project

Marketing Tactics:Strategy and executionOne of the strategies to be applied to DOT is the extensive marketing and promotion activity through tri-media, showcasing the regions best of the best tourist attractions, products and services. Their marketing activities include: Magazine advertising; Newspaper advertising; Web-based promotional programs; Itinerary/events collateral pieces; Extensive public relations to obtain positive media coverage.3/13/201027

Marketing Tactics:Strategy and executionA notable increase in the number of French nationals was observed because of the French version of Survivor, Koh Lanta, held in Gota Beach, Caramoan, Camarines Sur.Promoting the destinations on the web and through promotional medias

AdvertisingMarketing promotions can be achieved through:TRAVEL AND LIFESTYLE EXPOprovide opportunities to meet potential clients and generate new business transactions from the promotion of Bicol tourism products. Brochures of Donsol featuring the whaleshark (Butanding) interaction and WOW Bicol Tour Packages shall be distributed during the affair.ASEAN TOURISM FORUM ASEAN Tourism Forum (ATF) is the largest annual tourism event in the ASEAN region attended by 10 member countries, i.e., Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam. Anchored on its goal of promoting ASEAN as a single tourism destination through regional tourism cooperation, the ATF has played a valuable role in the rapid tourism success of ASEAN-member countries.

3/13/201029AdvertisingFESTIVALS ASSISTED regional festival hosting of different regions will be a good way of promoting the destination.

Travel Package:1-Day: Up and Around Mayon Volcano

Costs:

Table 3. Sample Tourism Package1 paxP2,300.003-4 paxP.2,500.00/pax5-8 paxP1,300.00/pax9-24 paxP1,00.00/pax25 upP850.00/pax (aircon bus)P500.00/pax (non-aircon bus)Inclusions: (Transportation, Tour Guide, Entrance fees, Lunch)Pick up from hotel at 8:00 A.M. (Same as Legazpi City Tour).After lunch proceed to Mayon Rest House via Tabaco dropping-by Kobo to see Cutlery-making.Take Halo-halo for snacks in Tiwi.Visit the Tiwi Ceramics Center.Sightseeing: Tiwi Geothermal Power Plant.Return to hotel at 5:00 P.M. 31Other PromotionTourism Information ServicesTOURISM COLLATERALS. Promotional materials to be produced to guide visitors in the region. CDs and DVDs of Gayon Bicol Audio Visual Presentation and Documentary of Bicol Regions Prime Destinations, WOW Bicol Tour Packages, Posters, Postcards, Billboards, Banners, Butanding Tarpaulins, Explore Donsol Brochures, Tarpaulins of six provinces, Gayon Bicol Logo and EZ Map Regional Brochures will be distributed during tourism events.3/13/201032Other PromotionsSAMPLE VIDEO CLIP ON TOURISM ASSISTED ADSBicols Best: Camarines Dream Vacation Get-away

Other PromotionDOT INFORMATION COUNTERS. To aid visitors, tourists, students and researches on their queries, DOT Region 5 maintained two information counters, one at the DOT Regional Office and one in Legazpi City Airport.WOW BICOL TOURISM WEBSITE. As a marketing tool, the regional office maintained the WOW Bicol Tourism Website that features the different tourist attractions, monthly activities and festivals throughout the region. DOT 5 also assisted group tours by providing itineraries and tour guides, and ensured the safe, convenient and enjoyable visit of the travelers to the different tourist destinations in the region.

Advertising Info posted on Web @ www.bicolknown.com

Bicolandia Website for Tourist Information

TrackingMonitoring monthly attendance figures for the four frequently visited sites and other attractions. Monitoring the Web Site hits and the amount of time people spend on the site. Monitor the monthly and yearly tax figures for accommodations (bed tax), food & beverage, and retail sales as well as total taxable sales.

EvaluationAggressive tourism promotion should be sustained in existing markets particularly in Asian countries that were not affected much of the financial crisis. The region should also pursue niche marketing campaigns focusing on ecotourism to attract new markets such as France, Germany, Russia and Canada. Other opportunities that the region should pursue are on the areas of medical tourism and retirement village.

Table 1. Major Destinations that can be linked with the Four Eco-tourism Sites in the Bicol RegionDestinationDescription

Albay Cagsawa Ruins (Busay, Daraga, Albay)A much photographed church ruins that can be reached in a three-minute drive from the highway. Built in 1587, burned by marauding Dutch in 1636, and rebuilt in 1724 by Fray Francisco Blanco, OFM, the church was buried along with the inhabitants who took shelter inside the church in the most catastrophic eruption of Mayon on February 1, 1814.

Albay Park and Wildlife (Tagas, Daraga, Albay)By 2002, the park is home to about 400 wildlife animals. It was formally opened to the public in June 2001 and a year after, it became one of the major tourist destinations in Albay hosting more than 700 visitors a day.

Handicraft Center (Satellite Market, Legazpi City) A tour in Albay is not complete without a visit to the Satellite Market, a favorite shopping site for locally made handicrafts ideal for souvenirs and giveaways or pasalubong. One can find a vast array of native products ranging from bags, baskets, placemats, slippers, plant hangers, floor mats/ carpets, hats and many more, sold at a very affordable rate.

Albay Central Pilinut Factory (Legazpi City)For pili confectionaries, Albay Central Pilinut Factory offers the ubiquitous pili delicacies that surely satisfy a travellers sweet tooth. Variety of pili candies include: mazapan, bombones de pili, susperos, molido, conserva, brittle pili, crispy pili, pili tarts, choco pili, etc.

Historical Landmarks (Legazpi City)Battle of Legazpi MonumentLegazpi Albay Gulf LandingHeadless MonumentBust of Miguel Lopez de Legazpi

Tiwi-Horoan Religious Shrines (Tiwi, Albay) The 3rd Saturday of August is a big event in Tiwi as devotees from all over the country make a pilgrimage to this Shrine of Our Lady of Salvation in the seaside barangay of Joroan, Tiwi, Albay. This shrine is frequently visited by pilgrims seeking spiritual strength and God's healing power.

Tiwi-Sangay Scenic View (Tiwi, Albay & Sangay, Camarines Sur) Experience a panoramic view along Tiwi-Sangay Road where you can see a different view of nature, mountains lush with vegetation on one side and beautiful beaches and islets on the other side.

Camarines Norte Bagasbas Beach and Promenade Boulevard (Daet, Camarines Norte) The most popular beach in the province and only 4 kilometers away from Daet town proper. The beach is white and during the good windy days, the high waves could be very suitable for surfing. The sands are fine and free of rocks, shell and gravel.

Historical Landmarks in Camarines Norte Museo Bulawan. Located within the Provincial Capitol Complex, the museum's collection includes archeological artifacts, memorabilia of heroes, periodic exhibit, gallery of art works and many others.

First Rizal Monument. This is the first monument throughout the Philippines. The unveiling was held on December 30, 1898. This historical landmark stands at the corner of Magallanes and Justo Lukban Streets, Daet, Cam. Norte.

Capalonga Shrine of Black Nazarene. One of the famous tourist spots of the province, where all roads lead to on May 13, feast day of the Black Nazarene, as devotees and pilgrims of different nationalities pay homage to the miraculous image. The shrine is situated at the town proper of Capalonga, about 3 hours ride from Daet.

Wenceslao Q. Vinzons Shrine. Wenceslao Q. Vinzons is the only Bicolano who rose to national prominence at a very young age and displayed an unparalleled leadership and heroism. A former student of the University of the Philippines and a stateman par excellence, his shrine has a public library and museum. It stores the memorabilia of Vinzons.

Camarines Sur Provincial Capitol Complex Considered as the biggest commercial complex among all provincial governments in the country with a total land area of 118 hectares. Through the years, the Provincial Capitol evolved into a sprawling tourist attraction with a cradle of natural and man-made wonders. Two of its major tourism sites are:Camarines Sur Water Sports Complex. The first world-class watersports complex in the Philippines, this 6-hectare complex with its 6-point cable facilities offers extreme watersports such as wake boarding, water skiing, knee boarding and wake skating. Facilities include swimming pool, clubhouse, restaurant, pro-shop, grandstand and beach volleyball court, as well as luxury class accommodations.Eco-Village (An ecotourism showcase). A sprawling 25-hectare eco-village designed to display nature at its finest, with a perfect harmony of modernity and natural splendor. Visitors can explore the man-made wonders, from the cave, waterfalls, fishponds and breeding houses, to the aviaries with its coloful birds. It also offers accommodation facilities that suit the tastes of guests.

Caramoan Peninsula Considered as one of the Philippines' great frontiers, Caramoan Peninsula boasts of vast eco-tourism potentials. The enormous natural treasures found in the area include: 4000-hectare limestone forest with rich and diverse display of flora and fauna, picture perfect beaches, tranquil lakes, deep caves, coves, rich marine wildlife, and many more.

Cultural Attractions in Naga City Holy Rosary Minor Seminary Museo Conciliar Del Seminario de Nueva Caceres Colegio de Sta. Isabel Basilica Minore of Our Lady of Penafrancia Metropolitan Cathedral Penafrancia Shrine San Francisco Church

Catanduanes Puraran Surfing Site Puraran is the site of the world renowed majestic waves. Its breathtaking majestic long-barrel type surf is perfect for both serious and novice surfers. Offshore waves are in the greatest shape during the months of September to November.

Beach Resorts in CatanduanesCatanduanes has a long string of palm fringed and white powdery sand beaches backed by jungle-covered mountains and crowned with jewel-like islets. These beaches include: Armenia Beach, Kosta Alcantara, Johnnys Place, Twin Rocks, among others.

Masbate Manta Ray Dive (Ticao Pass, Masbate)A unique marine heritage that offers opportunities for interacting with mantas and studying species behavior and coastal ecosystem. Diving into the strong current of manta bowl situated around Tacdogan Reef can be a tough yet rewarding experience.

Bontod Islet (Masbate)A coral island southwest of Masbate noted for its immaculate white sand, this beach is surrounded by waters teeming with coral reefs. Ideal for snorkeling and scuba diving, the beach can be reached via a motorized boat for around an hour from the city port.

Masbate Coastal Resource Management CenterHoused in a heritage building (ca 1946) that used to serve as a Municipal Hall are exhibits that paint a vivid picture of Masbates sea story. A visit to the CRM Center makes one appreciate the earth processes that shaped and continue to shape not only the islands, but also life around these islands. The showcase provides eye-catching images of diverse landforms that make up the provincial terrain.

Cattle Ranches in Masbate Even before the arrival of Spanish conquistadores, Masbates vast grazing lands have already been teeming with cattle. The flourishing cattle and livestock industry in the province has paved the way for its unique sports event that showcases a mixture of Western and Eastern culture, dubbed as Rodeo Masbateo The province of Masbate has already distinguished itself as the Rodeo capital of the Philippines.

Sorsogon Firefly Watching (Donsol, Sorsogon)Firefly watching at Ogod or Donsol River is a visual and spiritual way to experience nature. Hundreds of thousands of this nocturnal insect inhabit these rivers and provide glow around the mangroves along the banks. Paddle boats are available for a tranquil ride along the stretch of the river. Only three countries including the Philippines in Asia offer this kind of firefly tour.

Prieto Diaz Mangrove Forest The place showcases 112 hectares of natural mangrove forest, 267 has. mangrove plantation, the widest stretch of seagrass with 836 has. and tidal/mud flats of 1,200 has., 800 has. of protected coral reefs, and a marine sanctuary just 2 kilometers from Sabang Beach. The program also maintains a mangrove nursery. It is a haven for marine biologists, environmentalists, and people interested in coastal resource management and protection.

PNOC Eco ParkStraddling the Sorsogon-Albay boundary areas, the eco-park offers a lot of eco-tour delights and adventures. One can either hike or drive up a winding 13-km. road to the geothermal facility, which is known as the Bacon-Manito Geothermal Plants I and II, or simply BacMan. Bacon is in Sorsogon, while Manito is part of Albay province. Some of the features of the eco-park include the picturesque Botong Twin Falls just a few kilometers away from the PNOC Base Camp. The place is also a sanctuary of bats, one of the main eco-tourism attractions.

Rizal Beach Resort Located in Gubat town, it offers a wide expanse of fine white sand beach. It has two well-appointed beachside resort-hotels.

EXPLORE CARAMOAN

Day 3 AM trip to Pili airport passing Pili Biggs Diner for breakfastRate/pax, min. 7: P4,400.00 if Day 1 accommodation is at V Juliana/Rex Tourist Inn, quadP4,525.00 if Day 1 accommodation is at V Juliana/Rex Tourist Inn, tripleP4,875.00 if Day 1 accom is at Casa Roa, tripleP5,000.00 if Day 1 accom is at Gota Beach Resort, tripleP5,395.00 if Day 1 accom is at Gota Beach Resort, twinDay 2 Breakfast, then trip back to Sabang10:00am Deer Farm at the foot of Mt. Isarog, lunch in the Bamboo Farm with different varieties of bamboo2:00 Trip to CWC Camarines Sur Watersports Complex) passing the Deer Farm at the foot of Mt. Isarog2:30 ETA CWC, wakeboarding, sightseeing or free and easyKKB dinner and overnight at CWCDay 1 Arrival at Pili airport, Cam. Sur then trip to Sabang, San Jose, Cam. Sur, the jump off point to Caramoan. Boat trip at around 9am.1:30 am Expected time of arrival (ETA) in Caramoan, check in, lunch1:30 down Sailing tour of the islands with white beachesOvernight in Caramoan, KKB dinnerTRAVEL INFORMATION:Caramoan is an unexplored paradise recently discovered by travellers and has been previously chosen by international reality tv shows as their location site.Caramoan can also be reached via the southern Luzon expressway to CBD (Central Business District) in Naga City. There are also direct flights from Manila to Pili Airport, the Air Philippines and Cebu Pacific fly regularly from the Manila domestic airports to Pili airport. The best, easiest and most comfortable way to reach the Gota Village Resort is to let the office in CWC or Camsur Tourism Office organize the transport transfers.

CARAMOAN ISLAND TOUR PACKAGESItinerary:

Exclusions: Personal amenities, wakeboarding fees, water sports gear, dinner, baggage handlingNote: On Day 3, would you like to take your flight in Legazpi so that you can go to Cagsawa Ruins and see Mayon Volcano? Just add P350/pax.Inclusions: (All transfers from Day 1 to Day 3)AccommodationDaily breakfast and lunchSabang-Caramoan-Sabang boat fareBoat hire to the islandsEntrance feesTours as described in the itineraryTour guide servicesGovt. Taxes

Contact: Villa Mariz Travel & ToursPaniman, Caramoan, Camarines SurCP No. 09213564059Email: aybaez@yahoo.com

ACTIVITIES TO DOCAMPING ROCK CLIMBING KAYAKING ISLAND HOPPING TREKKING KITE BOARDING MOUNTAIN BIKING SPELUNKING SNORKELING

ALBAYMayon VolcanoThe worlds nearly perfect cone. It stands majestically at 7,946 ft. from the broad base about 10 km. In radius. The crater is 2,451 meters above sea level and with a diameter of .5 kilometer. It has a notched rim where a pool or building hot lava boils and rich coal deposits could be found.CATANDUANESPuraran BeachThis is the site surfboard surfing, internationally known as Majestic. October to January is the surfing season and the surf is fast and right handed. The white and clean beach makes it very inviting. A Japanese group had invested in improving the site. They built cottages of single occupancy, a dining hall and a surfing area for sports enthusiasts.CAMARINES NORTEPineapple FestivalA festival showcasing the provinces primary agri-product, its sweetest queen Fromosa Pineapple. Featured are colorful street presentation, art exhibits, agri-trade fair, cultural dances and sports. It is topped by a food processing demonstration of pineapple ingredients.MASBATERodeo FilipinoCattle raising is a trademark of the province as well as the major source of livelihood. Hence, the Rodeo highlights the Masbate Livestock Week and features various sports activities such as grand rodeo parade, agro-livestock fair, individual and group competitions in bull riding, steer wrestling, carabao race and other traditional Filipino games.CAMARINES SURPeafrancia FestivalToday, Naga City remains the pilrimage center made prominent by the Peafrancia Festival held every September of the year in honor of the region's patroness, Our Lady of Peafrancia.SORSOGONButandingDubbed as Switzerland of the Orient located at the center of the Bulusan National Park.DEPARTMENT OF TOURISMRegional Center Site, RawisLegazpi Cityhttp://www.wowbicol.comEmail: dot_bicol@yahoo.comTel. No.: (63.52) 482-0715 * 435-0085(63.52) 481-5593 Fax: (63.52) 482-0712Mabuhay!We welcome you all to Bicol.See and climb the majestic Mayon Volcano; swim and interact with the Butanding and pray with the devotees of Our Lady of Peafrancia.Savor Bicol's exotic cuisine; the pinangat, Bicol express, seafood, pili sweets ad other native delicacies.Shop the finest abaca handicrafts, cutleries and decors made from indigenous materials.Above all, feel and experience the warmth and hospitality of the Bicolanos.Do come home for a cause and tug along your friends. Touring Bicol is an experience you'll long to remember and treasure for a lifetime. It's MORE THAN THE USUAL. Tour na, sagot kita!MARIA "Nini" ONG RAVANILLADirector, DOT-5