Tourism Month 2011 Documentation Report

7/31/2019 Tourism Month 2011 Documentation Report

1/38

CONTENTS:

1.1. Bid/ Nomination Form 31.2. Background.. 111.3. Objectives of the Project ..... 141.4. Description of the Project 14

IMPLEMENTATION andEVALUATION


2/38

Photo Error! Main Document Only.: Baruy Pangasinan Campus Tour

1.1Filled Out Bid/Nomination Form

ASSOCIATION OF TOURISM OFFICERS OF THE PHILIPINES

(ATOP)in cooperation with the

DEPARTMENT OF TOURISM

SEARCH FOR THE BEST TOURISM MONTH

CELEBRATION IN THE PHILIPPINES

NOMINATION FORMDeadline of Submission is August 11, 2012

(Electronic scrapbook may be added to accommodate moreinformation and supporting documents)

A. TITLE OF THE TOURISM EVENT: PANGASINAN TOURISM MONTH CELEBRATION

Category Nominated For:

zProvince City Municipality

B. PROFILE OF THE EVENT PARTNER IMPLEMENTORS

Official/Business Address of Events Secretariat:

Tourism Operations Division, 1st Floor Malong Bldg., Capitol Complex, Lingayen, PangasinanTelephone Number/s: (075) 842-8007 Fax Number (075) 542-6853

Website: www.pangasinantourism.com Email Address: [email protected]

Name of Executive Chairman/ Director (if any) : Vice-Governor Jose Ferdinand, Calimlim, Jr.

Address: 2nd

Floor, Capitol Building, Lingayen, Pangasinan

Telephone Number: (075) 542-6011 Fax Number: (075) 542-6010

Name of Implementing Organization(if applicable)/Partner : Pangasinan Tourism Officers Association

(PTOA), c/o Provincial Tourism Office, Lingayen

Name of Local Government Unit: Provincial Government of Pangasinan

Name of Local Chief Executive: Governor Amado T. Espino, Jr.

Tel. No. (075) 542-6013 Fax No. (075) 542-2368Email Address: [email protected]

Name of Tourism Officer: Ms. Maria Luisa Amor- Elduayan

Business Address: PGO-Tourism Operations Division, 1st

Floor Malong Bldg., Capitol Complex,

Lingayen, PangasinanTelephone Number/s: (075) 542-8007 Fax Number (075) 542-6853

Website: www.pangasinantourism.com Email Address: [email protected]

ATOP Member : / YES ___ NO


3/38


C. PROFILE OF THE EVENT

BRIEF DESCRIPTIONPangasinan - home of the miraculous Our Lady of Manaoag, the wondrous

Hundred Islands and the architectural treasure that is the Capitol Building, is indeed,

endowed with rich natural resources, and historical and cultural heritage. However, the

government and many Filipinos including the Pangasinan people themselves have alwaysregarded the province only as an agricultural mecca. Its potential as a tourism haven is

yet to be fully tapped and discovered. Only in recent years, through the start of the

administration of Governor Amado T. Espino in 2007, has the provincial government

pushed tourism development and promotions as a major development thrust.

The yearly observance of the Provincial Tourism Day on September 27 that

expanded to week-long celebrations and which eventually turned into a month-long

celebration in September 2011 was developed to cater to the local populace and tovarious tourism stakeholders in Pangasinan. The activities were designed to achieve the

following objectives:

1. Educate Pangasinenses of their natural and cultural heritage and instillappreciation, pride, and love for the province and its attributes;

2. Raise provincial awareness of the social, cultural, environmental, political andeconomic values of tourism among our local leaders and members of the

private sectors; and,

3. Sustain interest and support to the provincial governments tourismdevelopment and promotion program

With these in mind, the provincial government, through the PGO-Tourism

Operations Division worked hand in hand with the Pangasinan Tourism OfficersAssociation, the Pangasinan Council of Tourism Industries, Inc., the Pangasinan Tour

Guides, the Department of Education, Department of Tourism-Region 1 Office and other

provincial government departments in the planning and implementation of this years

various activities provincewide.

Guided by our common belief that our natural and cultural heritage are the very

best foundations of Pangasinan Tourism and that our very own people are the very best

salespersons of a sustainable promotions program, we set out to conduct activities with acentral theme of rediscovering our natural and cultural heritage, of re-establishing our

pride of place, and of renewing our love for our birthplace. For indeed, in this land of 44municipalities and 4 cities, the immense contribution of a well-educated, tourism-orientedpopulace of 2.7 million Pangasinenses who know their treasures, take care of them and

embrace them with love and pride cannot be underestimated. It has thus became

imperative for us to establish the I love Pangasinan Movement and launch this as thecentral focus of our activities during the Provincial Tourism Month celebration in

September 2011.


4/38


The I love Pangasinan Movement is a tourism campaign that seeks to draw the

cooperation of all Pangasinenses in its tourism development and promotions program byallowing them to rediscover their birthplace through the local destinations and their

identity as a people through their cultural resources, by instilling in them pride and love

of place, and by inspiring them to constantly talk about these treasures and pride to their

friends and acquaintances so that others may become interested to discover by themselvesthis amazing land called Pangasinan.

Launching the I Love Pangasinan Movement involves reintroducing the

cultural heritage of the people through the launching of the Balitok a Tawir (Golden

Heritage) or Pangasinan Culture and Arts Festival and the Luyag ko tan Yaman (My

Province, My Treasure) Pangasinan Hymn; adapting an information disseminationstrategy through theBaruy Pangasinan(The Journey to Pangasinan)or school caravan

tour and through conduct of the 1st Pangasinan Tourism Assembly; and implementing

several promotional events like cultural presentations and musical shows, photo and tradeexhibits, and poster-making contest.

To support the Department of Tourisms call for celebration of tourism month

with focus on its theme, World Wetlands Day 2011Forest of Water and Wetland, aBakawan Eco-tour with immersion activity was likewise planned. Several more activities

were carried out by other local government units to support the above mentioned

provincial government-led activities.

The features of each activity shall be described extensively in the succeeding

attachment herein.

DATE OF COMMENCEMENT OF THE EVENT: September 6, 2011 DATE OF COMPLETION OF THE EVENT: September 26, 2011 PLACES OF EXECUTION:

Lingayen and SM City Rosales;Cooperating towns/cities for various LGU-led activities

(Bolinao, Urdaneta City, Balungao, Anda)

Towns/cities with cooperating schools in the Baruy Pangasinanschool caravan activities (Alaminos City, Urdaneta City, Laoac,

Mangaldan, Calasiao, Sta. Barbara, San Carlos City, Tayug and

Umingan)


5/38


D. JUSTIFICATION for NOMINATION / AWARD CRITERIA

INVOLVEMENT, PARTICIPATION, AND COOPERATION OFGENERAL STAKEHOLDERS

One of the hallmarks of the leadership ofGovernor Amado T. Espino, Jr. is hisability to be able to solicit cooperation of and inspire individuals, local government units

and officials, provincial government departments, agencies, non-governmentorganizations, and Pangasinenses to work on a collaborative mission and achieve a

common vision. This formula has been effective not only in the implementation of

development programs but more so in the execution of special events and activities like

the Provincial Tourism Month celebration in September 2011.

The provincial government led activities and its working committees were

supported by the Governors issuance of Executive Order 2011-0054 which created theProvincial Steering Committee chaired by Vice-Governor Jose Ferdinand Calimlim,

Jr., the Provincial Boards Committee Chairman on Tourism. Members of thecommittee were gleaned from various sectors, and general stakeholders of the tourism

industry. Briefly, the following is the general involvement and participation of ourcooperators:

Provincial BoardThe Provincial Board ensured legislative support with

their issuance of Provincial Ordinance 1540, 2-2011 which adopts Luyag

ko tan Yaman(My Province, My Treasure) as the official Pangasinan

Provincial Hymn which shall be sung in all government offices and public

and private schools provincewide during their Flag Raising Ceremoniesand other programs. The hymn was launched during the Formal Opening

Ceremonies of the Provincial Tourism Month Celebration as part of the ILove Pangasinan movement to campaign for appreciation and love of

Pangasinans heritage. It shall be noted herein that members of theProvincial Board likewise actively participated in the launching of the

hymn in various schools throughout the province by personally attending

and serving as Guest Speakers during said programs.

Provincial Government DepartmentsThe PGO-Tourism Operations

Division which served as coordinator and secretariat of the said event wasfully supported by appropriate provincial government departments. The

Provincial Information Office took charge of the events PressConference and the re-launching of the Pangasinan Provincial

Government and Pangasinan Tourism websites. The PIO is likewise the

office in charge of the development and distribution of the I Love

Pangasinan promotional collaterals. It also served as our partner in the

Baruy Pangasinan school caravan tour. The SP Secretarys Office

and the Special Events Team led the Formal Opening Ceremonies of theProvincial Tourism Month Celebration which was highlighted by several

launchings: the I Love Pangasinan movement, the Luyag ko tan


6/38


Yaman Provincial Hymn, and the Balitok a Tawir Pangasinan Culture

and Arts Festival. The General Services Office was in charge of thevarious physical requirements in all activity venues and other logistical

needs. The Provincial Agriculture Office is a partner in the Bakawan

Eco-Tour and Immersion Activity. Their cooperation and support was of

immense help to the PGO-Tourism Operations Divisions 12-man staff.

Local Government Units and Pangasinan Tourism Officers

Association (PTOA)The Local Chief Executives and members of the

Pangasinan Tourism Officers Association are the provincial governmentsdirect linkage to our people and heeding our call through the EO, either

organized their own activities and/or fully cooperated through their activeparticipation in the provincial government-led activities. It is worthy to

note that the municipalities of Balungao, Bolinao, Urdaneta City, and

Anda organized their own Municipal Tourism Week/Day activities in theirlocality. The Pangasinan Tourism Officers Association fully supported

by their Mayors, partnered with SM City Rosales and led the 3-day Baleyko, Idayew ko (My Town, My Pride) event. This featured a variety of

shows (talent and fashion), cultural presentations, photo and productxhibit, raffle draws, and poster-making contest. The shows were able to

generate participation from the locals and thus were able to showcase the

talents of teachers, schoolchildren, pageant beauties, and even officials.

The budgetary requirements for these activities were shouldered by theprovincial and municipal governments and SM City Rosales.

Department of Tourism DOT Region I Director Martin S. Valera

has always been supportive to Pangasinans events and has always ensuredhis attendance to all activities. For this event, the DOT RO I sponsored

the 1st Pangasinan Tourism Assembly which targeted an audience of 250

representatives from the local government and private sector fororientation on RA 9593 or the Tourism Act of 2009 and for presentation

of the current Pangasinan Tourism Situation.

Pangasinan Council of Tourism Industries, Inc. (PCTII) The PCTII

(the organization of various tourism-related enterprises in Pangasinan)

rendered their support and cooperation by providing gift certificates asraffle prizes during the 3-day show @ SM City Rosales, installing banners

of support and creating gimmicks for the Tourism Month celebration in

their establishments, and for leading with DOT the Pangasinan Tourism

Assembly.

SM City Rosales This mall has always been a partner of the Tourism

Operations Division by providing free venue and sponsorship of its many

tourism and cultural events. The Baley ko, Idayew ko event fromSeptember 16-18 at the mall was fully supported by its very own mall-

wide sale which definitely drew shoppers and show audiences not only


7/38


from Pangasinan but also from nearby provinces like Tarlac, Nueva Ecija,

Nueva Vizcaya and La Union.

Department of Education Pangasinan has Schools Divisions for

Pangasinan I, Pangasinan II, Urdaneta City, San Carlos City, Alaminos

City and Dagupan City which have become an indispensable partner inour information dissemination for our tourism, culture and arts program.

Their utmost cooperation in Baruy Pangasinan (The Journey to

Pangasinan) school caravan tour ensured the success of our reach to

Pangasinans schoolchildren. The school community served as our partnerin organizing the program which introduced the Pangasinan Provincial

Hymn and the I Love Pangasinan movement to teachers, schoolchildren,the LGU officials and the community.

Pangasinan Tour Guides - DOT-accredited tour guides of the provincelent their assistance in Baruy Pangasinan school caravan tour by

serving as program host and moderators. Their participation is also apromotional strategy to inform the audiences of the value of tour guiding

services in the tourism chain.

The provincial government identified 4 groups as beneficiaries of the Free

Capitol Tour (with Provincial Tourist Bus and Tour Guide) to coincide

with the Opening Ceremonies to allow them to witness and be part of thesaid program, and at the same time immerse them in the Capitol Tour

Package being offered.

IMPACTHaving earlier said that Pangasinan has always been known for its agricultural

industry and that Pangasinan tourism industry has always been limited to knowledge ofthe Our Lady of Manaoag (Central Pangasinan) and the Hundred Islands (Western

Pangasinan), the idea of bringing to the awareness of Pangasinenses the rich natural and

cultural resources of the province and instilling in their hearts appreciation and love for itso that they realize their possible contribution in further developing and promoting

Pangasinans tourism industry in the long run, is immeasurably significant.

With the largeness of the provinces land area, it is not uncommon to meet afellow Pangasinense from Eastern Pangasinan who has not been to a tourist destination in

Central and Western Pangasinan nor of the others from this area to have been in some

other area of the province. It is sad to learn that only a small number truly knew and talkabout what the province can offer to themselves and to tourists. It is even sadder to

witness Pangasinenses who stopped caring for their natural and cultural heritage to the

point of destruction and forgotten memory.

The many activities throughout the celebration allowed Pangasinenses, young and

old alike, to discover, rediscover, and experience the treasures of their own province and


8/38


see all of these in a different light, showed a promising realization among the organizers,

the participants and audiences, the tourism enterprises and the tourism communities. It isvery liberating to note that after these discoveries, we feel excitement to a new discovery

and pride of identity.

When one realizes the beauty, value and potentials of ones birthplace canactually uplift his life spiritually and economically at the same time, the actual impact of

this, though not immediate, cannot be underscored.

UNIQUENESS OF THE CELEBRATIONThe Pangasinan Provincial Tourism Month Celebration of 2011 deviated from the

traditional pomp and pageantry of festivities and celebrations which is generally

attributed to target audiences like tourists. The celebration catered instead to generateawareness, support, cooperation and involvement of the people of Pangasinan to cultural

preservation, tourism development and promotions. It sets the tone of sustainabletourism development in the province by establishing that its natural resources, cultural

heritage, and people are the very foundations of its tourism development and promotionsprogram. The launching of the I Love Pangasinan movement as a tourism campaign

event notably provided a variance of activities that purposely tugged into the hearts of

tourism stakeholders of different generations and sectors. Thus, the activities did not just

provide sights and sounds, but the spirit to be part of a whole, as well.

INNOVATIVENESS AND EFFECTIVENESS OF EVENTMANAGEMENT

Managing the event required the full participation and involvement of key

government officials, the private sector, and the various tourism stakeholders fromplanning, promotions and implementation. In managing the provincial celebration, it is

important that key government officials lead, inspire and motivate the movers and

shakers of the industry. It is important that partners like LGUs and tourism officers aremotivated to identify their available resources, local issues and needs and empowered to

address them by honoring their proposed activities and providing them with financial and

logistical support to execute them to an extent possible. It is important that thePangasinan Tourism Officers Association and the PGO-Tourism Operations Division

have a dynamic, collaborative working relationship with other provincial government

departments and national government agencies. It is important to the steering committee

as well to become transparent and recognize the need of the private sector that whileevery government-led event and tourism project has a noble purpose, the primary

businesses goal on the other hand is to ensure continued existence by generatingopportunities of income. The participation of such service providers like tour guides and

beneficiaries like schools in program management likewise capacitates them to directlyand instantly benefit from their own management. Such involvement in every aspect of

the event execution distinctly stipulates their ownership of the event.


9/38


D. CERTIFICATION BY THE TOURISM OFFICER/EXECUTIVE CHAIRMAN /

DIRECTOR

I attest to the truth and authenticity of all facts stated and attached in this form and give

permission for the facts to be used for publication. I understand that if any of thisinformation is provided false, I will automatically be disqualified from this contest.

August 8, 2012__ MARIA LUISA AMOR-ELDUAYAN__Date Signature over Printed Name

E. CERTIFICATION/ENDORSEMENT OF THE GOVERNOR / MAYOR

This is to formally endorse the nomination of our Provincial Tourism Month Celebration

to the Search for the Best Tourism Month Celebration in the Philippines; that I hereby

certify the truth and authenticity of all facts stated and attached in this form.

August 8, 2012__ GOV. AMADO T. ESPINO, JR._____Date LGU Executives Signature over Printed Name

1.2 Background


10/38


1

The Provincial Government of Pangasinan has been observing World Tourism Day/Week

since the creation of its Tourism Office in 2005. From modest one day programs toweek-long activities, the observance of the occasion has evolved significantly through the

years. Because of the aggressive promotion of tourism in Pangasinan initiated by the

Provincial Government of Pangasinan, many tourism stakeholders have shown more

enthusiasm in giving their support and cooperation in its tourism development andpromotions activities. Consequently, various tourism groups and local tourism-related

programs were created or revived.

In 2011, the celebration of the Provincial Tourism Month was not limited to provincial-

led activities but expanded to a collaborative project of various tourism stakeholders thatwere more than passionate to take part in upholding tourism and at the same time the

heritage, culture and the natural resources of the province.

The staging of the

Provincial Tourism Month

activities in Pangasinanstarted with a series ofplanning workshops by the

members of the

Pangasinan TourismOfficers Association

(PTOA) in July 2011.

Chief Tourism OperationsOfficer and PTOAsadviser, Ms. Ma. Luisa

Elduayan, initially sought

from the tourism officers

their support in conducting

a joint Tourism Month

activity that unifies theefforts of every town or city with the province and highlights the collaboration of

activities. This move was also intended to maximize exposure of each LGUs activities

and to harness solidarity among local officials.

On July 15, 2011, Ms. Elduayan presided the workshop of the PTOA officers andthe group came up with a tentative schedule of activities that will be presented for

concurrence and approval of the various target partners from the government and private

sector (see Attachments on page. for the Workshop output, & minutes of the meeting)Consequently, a series of specific group meetings followed the initial planning togenerate stronger cooperation.

Photo 1: PTOA officers during their planning workshop for

the 2011 Tourism Month Celebration


11/38


1

This was

institutionalized byExecutive Order No.

2011-0054 issued by

Governor Amado T.

Espino, Jr. that created theProvincial Steering

Committee for the 2011National Tourism Week

Celebration in Pangasinan,

with Vice-Governor Jose

Ferdinand Z. Calimlim Jr.as Chairman, and with

members consisting of all

City/Municipal Mayorsand their Tourism

Officers, partnerprovincial government

departments and nationalagencies (DOT, DepEd,

DTI, PENRO, CHED) and

partner private sector

(PTOA and PCTII).

(seeAttachments on page: Exec Order 2011-0054)

Photo 2: Tourism Month Celebration Executive CommitteeMeeting with Gov. Amado T. Espino, Vice Gov. and

Committee Chairman Jose Ferdinand Calimlim, Jr. and the

members of the Execom. Held last Sept. 9, 2011 during the

inalization of the Tourism Month activities.


12/38


1

Figure 1: Final Program for Pangasinans Tourism Month Celebration Activities


13/38


1

1.3 Objectives of the project

The observance of the Provincial Tourism Month celebration in the province is a

campaign among Pangasinenses to love and be proud of their heritage. The call is

for each Pangasinense to rediscover and know his natural and cultural heritage,and to raise the level of his expression of love for the province. This will help in

developing a culture of tourism among Pangasinenses and in setting the tone of

tourism development and promotion in the province.

In general, the activities were designed to achieve the following objectives:Educate Pangasinenses of their natural and cultural heritage and instill

appreciation, pride, and love for the province and its attributes;

Raise provincial awareness of the social, cultural, environmental, political andeconomic values of tourism among our local leaders, members of the private

sectors and the young generation (schoolchildren); and,

Sustain interest and support to the provincial governments tourismdevelopment and promotion program

1.4 Description of the Project

The Pangasinan Tourism Month Celebration is celebrated in relation to the World

Tourism Day celebration every September 27 being advocated by the United NationsWorld Tourism Organization (UNWTO) and supported by the Philippines thru

Presidential Proclamation No. 894 calling upon all LGUs and Filipinos to initiate

activities that will foster awareness of the social, cultural, political and economic valuesof tourism.

The provincial government of Pangasinan supports this yearly and has focused on raising

the peoples awareness on the social and cultural values of tourism in 2011s celebration

by showcasing its tourist destinations, its people, and its cultural heritage in the various

activities lined up. The event sought the cooperation of various LGUs thru thePangasinan Tourism Officers Association, national agencies like Department of Tourism

Region 1 (DOT-R1), Department of Trade and Industry Provincial Office (DTI),

Provincial Environment and Natural Resources (PENRO), and the Department Of

Education (DepEd); and the private sector like SM City Rosales and the PangasinanCouncil of Tourism Industries, Inc.

It was imperative for the provincial government as organizer to be able to reach out toPangasinenses as a community and as stakeholders in the tourism industry.


14/38


1

The Pangasinan Tourism Month Celebration is composed of the following activities, to

wit:

1. Press Briefing and Launching of Pangasinan and Tourism Websites (September 6).The Provincial Information handled the media campaign for the event and started of with

a press briefing relaunching the Pangasinan and Tourism Websites and presenting the

Schedule of Activities. This was attended by Governor Amado T. Espino and other keyofficials of the province.

2. Formal Opening Activities/Program (September 12). The Opening Program featuredseveral important launchings that promoted the provincial governments cultural heritagepreservation and tourism promotions programs.

Launching of I Love Pangasinan Movement. I love Pangasinan

Movement is a tourism campaign that seeks to draw the cooperation of allPangasinenses in its tourism development and promotions program byallowing them to rediscover their birthplace through the local destinations

and their identity as a people through their cultural resources, by instillingin them pride and love of place, and by inspiring them to constantly talk

about these treasures and pride to their friends and acquaintances so that

others may become interested to discover by themselves this amazing land

called Pangasinan. The campaign for this movement includes thefollowing:

Aggressive publicity and advertising made through print, broadcastand digital media during the Tourism Month celebration ;

Other IEC activities through press briefing and interviews in radioand TV programs;

Marketing activities thru production and distribution of I LovePangasinan collaterals like t-shirts, car stickers, buttons, caps,mugs and banners, etc.; and

The Baruy Pangasinan school caravan/tour featuring themovement.

Launching of the Pangasinan Hymn. Luyag ko tan Yaman is a song

in the Pangasinan language that professes ones love and pride ofPangasinan and his aspiration and vow of commitment to make it truly a

peaceful and great province. It was officially recognized for use in Flag

Raising Ceremonies and Government Programs provincewide not just to

instill a common spirit of solidarity and commitment among

Pangasinenses but also to promote the use of Pangasinan language amongits people so that the language is preserved. The Provincial Board

presented Provincial Ordinance 1540, 2-2011 adopting the hymn to

Governor Amado T. Espino, Jr. for his signature and acceptance andwhich the program audience witnessed. The singing of the Pangasinan

Hymn was incorporated during the program and this shall likewise be

introduced to schools and LGUs all throughout the Baruy Pangasinanschool caravan tour.


15/38


1

Launching of Pangasinan Culture and Arts Festival. Dubbed Balitok

a Tawir(Golden Heritage), this festival was conceptualized to showcase

Pangasinan folk dances, songs, and zarzuela through a provincewide

competition among various LGUs to kick-off in eliminations in mid-

October and culminate in a grand championship showdown in earlyDecember. The launching of this festival was included in the Opening

Program of the Provincial Tourism Month with a grand performance ofPangasinan songs and folk dances by the Danggoan Pangasinan

Performing Group.

3. Baruy Pangasinan (September 19-23). In cooperation with the Department ofEducation, the Provincial Information Office and the Pangasinan Tour Guides, the PGO-

Tourism Operations Division scheduled a school caravan tour in select schools per

district. The tour introduced the I Love Pangasinan movement through a program thatfeatured the singing of the new Pangasinan Hymn, the showing of an I Love

Pangasinan and Pangasinan Tourism video, and a mini-quiz show on PangasinanTourism.

4. LGU and Private Sector-led Activities (September 8-28). The following areprovincial government assisted activities which were lead by different partner LGUs and

private sector (i.e. SM City Rosales, Pangasinan Council of Tourism Industries, Inc PCTII).

Launching of Balungao Hilltop Adventure on September 8. The Municipality

of Balungao opened to the public the Hilltop Adventure in Mt. Balungao Hot andCold Springs - its newest tourist attraction and its very own tourism enterprise

venture.

Baley ko, Idayew koFestivalon September 16-18. The Pangasinan Tourism

Officers Association (PTOA), in partnership with SM City Rosales and theprovincial government, conducted a 3-day festival that featured a Photo Exhibit of

Tourist Destinations, cultural presentations, fashion show, mini-concert, and

poster-making contest.

1st

Takbo para sa Turismo 2011 Fun Run for a Cause on September 16. The

Bolinao Hotel and Resort Owners Association (BHROA) organized a fun run to

instill tourism awareness and appreciation among the Bolinao community andraise funds for their tourism projects.

1st

Bolinao Tourism Amateur Digital Photography Contest on Sept 24-30.

The Bolinao Artists and Photographers Group organized a photo safari with

contest and opened an exhibit of their works featuring Bolinao tourist destinations

for public viewing.Baley ko, Idayew ko Photo Exhibit on Sept.26-30. The PTOA transferred its

photo exhibit of tourist destinations from SM City Rosales to the Urdaneta City

University for maximum exposure to its students.

2nd

Bolinao Tourism Stakeholders Forum 2011 on September 30. LGU

Bolinao, thru its Tourism Office, organized a forum among its various tourism

stakeholders to discuss its tourism development issues and concerns and map outa concerted action plan to address all of these.


16/38


1

5. 1st Pangasinan Tourism Assembly on September 26. The Provincial Government andthe Department of Tourism, in cooperation with the Pangasinan Council of Tourism

Industries Inc. (PCTII) held its 1st

Tourism Assembly specifically to discuss the

provisions of the new Tourism Act of 2009 or R.A. 9593 among its various stakeholders,

gathering local officials and the private sector. The activity provided a venue to update alltourism stakeholders on the current national and provincial tourism situation and to orient

them on the benefits and their responsibilities under the new law.

6. Bakawan Eco-tour on September 27. To support the Department of Tourisms callfor celebration of tourism month with focus on its theme, World Wetlands Day 2011

Forest of Water and Wetland, a Bakawan Eco-tour was originally planned. This activityincludes tour of the Bolinao Mangrove Nursery and Information Center, tour of

Balingasay River which showcases various species of mangrove, and actual planting of

mangrove in Brgy. Ilog-Malino, Bolinao and Brgy. Tondol, Anda. Target participants aremembers of the media, photographers, provincial/municipal/barangay officials, and

barangay folks. Unfortunately, this activity was scrapped up to the last minute because ofthe onset on typhoon which affected the Municipalities of Bolinao and Anda.

(seeAttachments on page forBudgetary Requirements)


17/38


1

Press Briefing

Formal Opening Program and Launching Activities

Baruy Pangasinan (Tour Pangasinan)

Baley ko, Idayew ko Festival (My Town, Ill Honor)

Launching of Balungao Adventure Park

Bolinao Tourism ActivitiesFirst Pangasinan Tourism Assembly

CONTENTS:

2.1 Description of the Venue2.2 Description of the Activities2.3 Profile of participants and Beneficiaries2.4 Profile of speakers/facilitators2.5 Beneficiaries3.1. Issues and Concerns raised3.2. Recommendations3.3. Impact of Activity to targeted beneficiaries3.4. Feedback from participants/beneficiaries/public3.5. Strengths and weaknesses of the activity3.6. Recommendations for the future

IMPLEMENTATION and

EVALUATION


18/38


1

IMPLEMENTATION

2.1 Description of the Venue

PDRRMC Conference Hall

The Press Briefing and

Launching of thePangasinan and Tourism

websites was held onSeptember 6, 2012 at thePangasinan Disaster Risk

Reduction Management

Council (PDRRMC)Conference Hall. It is local

at the 2nd Floor of the

Administration Building of

the Narciso Ramos Sportsand Civic Center, Lingayen,

Pangasinan. This hall, the

usual venue for events suchas press conferences,special committee meetings and other small conferences led by the provincial

government, can accommodate 100 persons.

2.2 Description of the Activities

The press conference was

held to provide a briefing to

various members of themedia on the schedule of

activities lined-up for the

Provincial Tourism MonthCelebration. Gov. Amado T.

Espino, Jr., together with the

Vice-Governor and otherprovincial heads, formally

PRESS BRIEFING AND LAUNCHING OF PANGASINAN

AND TOURISM WEBSITES

Photo 4: Gov. Espino leads the launching of the

province's official websites in front of the

Photo 3: PDRRMC Conference Hall located at

Lingayen, Pangasinan


19/38


1

presented the I Love Pangasinan movement program before the members of the

local and national media. It was also highlighted by the official launching of thenewly designed Pangasinan and Tourism websites. Along with this, Governor

Espino himself led the ceremonial log-on to the provincial governments official

websites - www.pangasinan.gov.ph while Vice-Governor Jose Ferdinand

Calimlim, Jr., Committee Chairman on Tourism, clicked the official Tourismwebsite - www. pangasinantourism.com. The two websites showcase different

development efforts and the tourism program of Pangasinan, facts and historyabout the province, its officials, projects, destinations, latest news and other

interesting features.

The press conference proceeded as follows:

Part 1. Launching of Websites

AVP onwww.pangasinan.gov.ph Ceremonial log-on to the websites

Part 2. Briefing on Tourism Month Celebration

Opening Statement of Governor Espino; Opening Statement of Vice-Governor Calimlim Briefing on Events Schedule by Ms. Malu Elduayan

(Provincial Tourism Officer)

Briefing on Opening Ceremonies by Atty. Verna Perez (SPSec.)

Briefing on the Launching of Culture and Arts Festivalby Ms. Marife Acerit (Special Events Team Head)

Briefing on the I Love Pangasinan Campaign by Mr.Rafael F. Baraan, Provincial Administrator;

Question and Answer Parting Shot.

2.3 Profile of ParticipantsThe participants during the Press Briefing are 22 members of the local press

(radio, TV, and print) and, national broadsheet correspondents. It was witnessed

by about 50 individuals from various Provincial Government Departments and

other Offices.(seeAttachments on page: List of Participants)

Speakers during the Briefing are the following:

Governor Amado T. Espino, Jr.;

Vice-Governor Jose Ferdinand Calimlim, Jr., Chairman of Sangguniang

Panlalawigans Committee on Tourism and Chairman of Provincial

Steering Committee on the 2011 Provincial Tourism Month Celebration;

Provincial Administrator Rafael F. Baraan;
http://www.pangasinan.gov.ph/http://www.pangasinan.gov.ph/http://www.pangasinantourism.com/http://www.pangasinantourism.com/http://www.pangasinan.gov.ph/http://www.pangasinan.gov.ph/http://www.pangasinan.gov.ph/http://www.pangasinan.gov.ph/http://www.pangasinantourism.com/http://www.pangasinan.gov.ph/


20/38


2

Provincial Tourism Officer Maria Luisa Amor-Elduayan, Provincial

Tourism Month Celebration Coordinator and Head Secretariat;

Atty. Verna Nava-Perez, SP Secretary and Chairman of the Formal

Opening Ceremonies;

Ms. Marife Acerit, Head of the Special Events Team and Chairman of the

Pangasinan Culture and Arts Festival;Mr. Orpheus Velasco, Provincial Information Officer and Chairman of the

Press Briefing and Launching of Websites Committee

2.4 Beneficiaries

The Provincial Information Office endeavored to provide first-hand information

and updated news on the happenings and projects of the Provincial Government tothe members of the media who are not the beneficiaries alone of this activity butthey are actually the indispensable partner in information dissemination and

promotions of the event.

Ensuring the promotions of the prepared event means the capacity to reach out to

the largest number of Pangasinenses who will benefit the most from having theaccess to information not only to the Provincial Tourism Month Celebration but

also to all other government programs, projects, and other relevant data that may

be provided by updated news and coverages, and by the websites.

EVALUATION

3.13.2 Issues and Concerns Raised, Recommendations

The conduct of important events should always be supported by news coverages

and information dissemination strategies that shall bring relevant information andhappenings to its target audiences or beneficiaries. The need to accomplish this

effectively was raised during the planning period for the event and as such,

resulted to the inclusion of this activity as part of the celebration. It has to be

emphasized though that this activity should not only be made part of a specialevent like this but should be sustained in all other events and developments

occurring for various projects and programs of the provincial government. The

redesigning and relaunching of the websites themselves to make them moreattuned to the demands and needs of netizens is a simple strategy to target morePangasinenses. Continuous updating of information in all tools employed should

then be sustained.


21/38


2

3.3 3.4 Impact of Activity to Beneficiaries and Feedback from

them

Pangasinenses are provided with updated and accessible information on schedule

of various Special Events, the provincial governments programs and projects,and other relevant information that they can use in their everyday life, anytime

possible.

The involvement of key government officials in providing these informationbridges gap that may arise between them and members of the media, but which is

avoided because transparency is apparent.

The active participation and support to various activities by the media and by thelarger Pangasinan populace is a very good manifestation of positive feedback.

3.5 3.7 Assessment of Organizers, Strengths and Weaknesses ofActivity and Recommendation

The Provincial Steering Committee has observed the effectivity of the informationtools employed for the promotion of the event and all other programs and projects

through the feedback sent online by netizens and through expressed appreciation by

many Pangasinenses of the activities prepared for them. The active support of themembers of the media, the participating departments and offices were noted. Still,

the number of attendees to the actual activity may have been expanded.

The relaunching of the two websites is likewise considered to be timely andnecessary. Making these websites attuned to the demands and needs of its readers

shall prove to be very useful in information dissemination as well as promotions and

is thus recommended to be regularly maintained.


22/38


2

IMPLEMENTATION


The Sison Auditorium. TheFormal Opening Activities was

held on September 12 at the Sison

Auditorium, Capitol Complex,

Lingayen. This grand edifice wasbuilt in 1926 and named after then

Governor Teofilo Sison, the

Philippines first Secretary ofNational Defense in the late 30s.It was restored by Governor

Amado T. Espino, Jr. in 2010.Today, the auditorium is one of

the provinces best tourist spot

and hailed by many as theCultural Center of the North. It is

a venue for many provincial cultural events and many historical events such as the

commemoration of the 430th

Agew na Pangasinan in April 2010.

2.2 Description of the Activities

The Formal Opening Activities was held on September 12, 2011 and featured theOpening Program, highlighted by several important launchings that promoted the

provincial governments cultural heritage preservation and tourism promotions programs.

These are the launchings of the I LovePangasinan Movement Campaign, the OfficialPangasinan Hymn, and the Pangasinan Culture and Arts Festival. It was originally

planned to be held in two parts and two locations - the Capitol Grounds and the Sison

Auditorium, with a streetdancing parade accompaniment but a sudden down pour called

for the holding of the program at the Sison Auditorium only.

TheI love PangasinanMovement is a tourism campaign that allows Pangasinenses torediscover their birthplace through the local destinations and their identity as a people

through their cultural resources, by instilling in them pride and love of place, and by

inspiring them to express this love of place.

Formal Opening Activities

Figure 2: "I Love Pangasinan" campaign 2010 logo

Photo 5: Sison Auditorium


23/38


2

The I Love Pangasinan campaign

kicked off with the revival of the use ofthe Pangasinan language through a song,

thus, the introduction of the official

Pangasinan Hymn, and the promotion of

Pangasinan folk dances, songs andzarzuela through the Pangasinan Cultural

and Arts Festival.

a. Formal Opening Part 1: Formal Opening of the Tourism MonthCelebration and launching of the official Pangasinan Hymn (7:30am)

Coinciding with the Monday Flag Raising Ceremony of the Provincial

Government, theprogram started

with thetraditional

Doxology and the

Singing of theNational Anthem.

Atty. Verna Nava

Perez,

SangguniangPanlalawigan

Secretary,

introduced and readProvincial

Ordinance 1540 2-

2011. This ordinance adopts Luyag ko tan Yaman (My Province andTreasure), composed by Raul Insyong Tamayo, as the officialPangasinan Provincial Hymn. The ordinance states that all government

offices, national or local and all schools, public and private, located in theprovince, are required to sing the Pangasinan Hymn every Monday

morning during Flag Raising Ceremonies and during government

functions. Governor Amado T. Espino, Jr., witnessed by Vice Gov. Jose

Ferdinand Calimlim and the members of the Provincial Board, signed theordinance in front of the audience.

The signing was followed by the mass singing of the ProvincialHymn by members of the audience composed of government employees

from local and national offices and agencies, local government units,

schools and universities, members of the media, the private sector, and thegeneral public.

Photo 6: Gov. Espino signs Provincial Ordinance 1540 2-2011 in front of the members of the Provincial Board and

Participants of the Opening of the Tourism Month

Celebration.

Figure 3: "I Love Pangasinan" campaign

2012 logo


24/38


25/38


2

from the Tribu Pandan Dancers of Mapandan town.

2.4 Profile of ParticipantsParticipants of the formal opening ceremonies:

Provincial Board Members and party (30)

Mayors and LGU Representatives (100)Line Agency Heads and Representatives

(BFAR, CSC, CENRO, DAR, DILG, DOT, DTI, NCIP, NSO, PNP,

PhilHealth, TESDA, etc.)

Partner NGOs (Pangasinan Historical & Cultural Commission, Ulupan yaPansiansya Salitay Pangasinan, Pangasinan Visitors Bureau, Pangasinan

Council of Tourism Industries Inc.)

Department Heads and provincial employeesPangasinan State University Students and Faculty (250)Pangasinan Divisions (1) of DepEd (550)

2.2. Profile of speakers/ organizersORGANIZERS

Ms. Ma. Luisa A. Elduayan - Provincial Tourism Officer- Over-all in-charge, program

Mr. Butch Velasco - Provincial Information Officer- Promotions, marketing collaterals, media,

documentation

Atty. Verna N. Perez - SP Secretariat- Reception

Ms. Marife Acerit - OIC Special Events- Physical Arrangement

Col. Rolando Diaz &Col Romeo Aquino

- General Services and SecurityPERFORMERS

Provincial Chorale

- Singing of all hymn, anthems, opening andclosings songs, etc.

Danggoan Pangasinan - Opening Presentation, entertainment


26/38


2

Mr. Nathaniel Daroy - HostMr. Raul Tamayo - Host

SUPPORT TEAMProvincial Information Office

staff

- Video and photo documentation

Tourism Operations Division

staff

- Assisted in invitation and coordinatingPangasinan Tour Guides - Ushering of official guests

SPEAKERS AND GUESTS OF HONOR

Vice Governor Jose Ferdinand Calimlim

Gov. Amado T. Espino, Jr.

2.4 Beneficiaries

The beneficiaries of this activity are the general populace of Pangasinan, morespecifically high school and college students with their teachers and professors.

The older generation (teacher and professors) have the biggest role in imparting to

their students knowledge and information on Pangasinan heritage and in inspiring

them to take part in the governments call to be of help in preserving andpromoting this heritage. Employees and other attendees also stand to benefit from

this activity as they will recognize the value of the treasures of their province and

how can all of these help in the economic scale. Members of various cultural

groups can actively take part in provincial government activities that also promotetheir own advocies.

EVALUATION

3.13.2 Issues and Concerns Raised, Recommendations

The activity brings out the issues and concerns on the status of Pangasinans

heritage conservation from protection of its natural resources and the

preservation of its various cultural and historical resources to its value in tourismdevelopment. The importance of going beyond the traditional cultural

presentations in schools and in LGU programs was raised as well as the need to

establish an action plan of relevant projects that may be likewise sparked by theestablishment of a Provincial Hymn in the Pangasinan language. Distinguishing

the role of each group of cultural worker was raised as well as the completion of

business and cultural activities.


27/38


2

White the provincial government has created the Pangasinan Historical and

Cultural Commission, a partner of the Tourism Office tasked to oversee theintegration of cultural advocacies and works of various organizations and sectors,

government and private, the need to further strengthen the linkages is strongly

desired. Group planning among all active organizations and various departments

is recommended, with the comprehensive research and cultural mapping done aswell. This research and mapping activities is expected to bring out substantial

relevant information that may be used in the over-all plan in both culturalpreservation and tourism development.

3.3 3.4 Impact of Activity to Beneficiaries and Feedback from

them

The provincial government and its leaders have put the message across to all

Pangasinenses that cultural preservation as part of tourism development is a

priority development thrust through these launching activities.

Targeting impressionable schoolchildren as beneficiaries, the activities havedeeply impacted them on their role in economic development by simply knowing

and appreciating their heritage, by keeping their environment clean and lovable,

and by talking about its beauty. Even the elder generation has been impressed

and been reminded with this role.

Expression of participation to related government activities and programs, as well

as commitment to this advocacy from all walks of life and ages after the euphoria

of renewing ones love for his province, Pangasinan is enough manifestation that

they are now part of the I Love Pangasinan Movement.

3.5 3.7 Assessment of Organizers, Strengths and Weaknesses of

Activity and Recommendation

The Provincial Steering Committee generally evaluated the Formal OpeningActivities a success especially since it was able to generate more than a thousand

participants from the government and private sector, including the academe and the

cultural society. A large percentage of the local government units was able to take

part of the activities as well. Since the province and its population is generallyexpansive, however, this is just a fragment of what the organizers should be able to

reach and the need to hold a similar activity from across the province is necessary.

Baruy Pangasinan or the school caravan tour is a rehash of the same opening

activity that will introduce the I Love Pangasinan Movement to a morePangasinenses. While this is part ofthis years celebration, to be held by the 3

rdweek

of September, scheduling of similar activity should be done even after the celebrationso that the largest possible coverage is reached.


28/38


2

The organizers were able to solicit the participation of several groups as well asperformers. Tribu Pandan of Mapandan has been a consistent winner in Region I and

Cordillera Regions showcase of festival streetdancers while Danggoan Pangasinan,

composed of government employees, has been reaping recognition in the same

regions. The support of the Provincial Board, a legislative body, to the executivedepartment is very evident with the general participation of its Representatives in the

program and this has impressed upon many Pangasinenses that their key governmentleaders have been working in unity for their benefit and for the province.

The choice of the venue proved to be wise as well. Newly restored in 2010, many

Pangasinenses are yet to see and experience watching cultural performances in aspectacular venue which is now being dubbed as the Cultural Center of Northern

Philippines. Pangasinenses has witnessed for themselves part of the Heritage Tour

being offered by the Capitol by being part of the activity. While the organizersprepared a marvelous streetdance performance of Tribu Pandan which should have

been presented at the first part of the Opening Activity at the Capitol Grounds, theorganizers were not daunted by the rain that came because of the availability of the

Sison Auditorium.


29/38


2

IMPLEMENTATION

IMPLEMENTATION


This activity was held in several schools selected with the assistance of theDepartment of Education District Superintendents in consideration of the schools

location, accessibility and school population. Here are the participating

schools/venue for Baruy Pangasinan:

Alaminos City National High School

Contact Person:

Dr. Gloria Reinoso, Principal

Date and time of activity: Sep

19, 2011, 7:15 am

Venue Type: Open Field

BARUY PANGASINAN


30/38


3

Urdaneta City 1 Central School , Urdaneta City

Urdaneta City National High School, Urdaneta City

Laoac Central School, Laoac

Contact Person:Mrs. Meng Garcia

Date and time of activity:Sept. 20, 2011, 7:15 am

Venue Type: SPES Open Field

Contact Person:Mrs. Almie Zarate


Venue Type: Social Hall


31/38


3

Mangaldan National High School, Mangaldan

Calasiao Comprehensive High School, Calasiao

Daniel Maramba National High School, Sta. Barbara

Contact Person:

Mrs. Elaine Manoza

Date and time of activity: Sept

21, 2011, 7:15 am


Contact Person:

Mrs. Pilar Idia

Date and time of activity:

Sept. 21, 2011, 7:15 am


Contact Person: Ms.

Lourdes Servito


Sept. 22, 2011, 7:15 am



32/38


3

San Carlos City Central 1 School, San Carlos City

Speaker Eugenio Perez National Agricultural School, San Carlos City

Contact Person:Ms. Catalina Cabansag


Venue Type: Gymnasium

Contact Person:

Ms. Norma Padlan


Sept. 23, 2011, 8:00 am

Venue Type: Open Ground

Contact Person:

Ms. Catalina Cabansag


Sept. 22, 2011, 7:15 am

Venue Type: amphitheater


33/38


3

2.6 Description of the ActivitiesDubbed Baruy Pangasinan

meaning journey to

Pangasinan, this activity takesPangasinan tourism and the I

Love Pangasinan campaign to

schools in different districts.

The activity shall introduce thesinging of the Pangasinan

Hymn and the I Love

Pangasinan movement to

teachers and schoolchildren.

A provincial government team,

in cooperation with theDepartment of Education,

visited two schools each dayfrom Sept. 19 to 23 and conducted simultaneous Flag Raising Ceremony Program

which included the singing of Luyag ko tan Yaman in compliance to Provincial

Ordinance No. 154.

The schools were selected by each DepEd Division Superintendent in consideration

of their location, accessibility and school population.

During the campus tour, teachers and students alike are mentored by the staff of the

Provincial Tourism Division and the Pangasinan Tour Guides on the proper way ofsinging the provincial hymn thru the aid of an audio-visual presentation played on themobile provincial LED Van. An AVP on I Love Pangasinan campaign waslikewise shown featuring various tourist attractions, the transformation of Pangasinan,

and interviews with people from all walks of life.

2.3. Profile of Participants and BeneficiariesThe participants and at the same time the beneficiaries of this activity were the

students and teachers of participating schools. More than 31,000 students and faculty

members participated in the school caravan tours. Below is the distribution of

participants:

School Student participants Faculty

Members

Alaminos City National High School high school students 120

Urdaneta I Central School elementary students 98Urdaneta City National High School high school students 133

Photo 8: Baruy Pangasinan Campus Tour


34/38


3

Laoac Central School elementary students 33

Mangaldan National High School high school students 260Calasiao Comprehensive National High

School

high school students 120

Don Daniel Maramba National High

School

high school students 99San Carlos City Central 1 School elementary students 80Speaker Eugenio Perez National

Agriculture School

high school students 115HIGH SCHOOL STUDENTS 22,929 high school students

ELEMENTARY STUDENTS 7,508 elementary students

FACULTY MEMBERS 1,058 faculty members 1,058

TOTAL 31,471

2.4.

Profile of Speakers/Facilitators

Baruy Pangasinan school caravan tour was facilitated by a team of provincial

government officials and heads composed of the Provincial Tourism Officer,members of the Pangasinan Tour Guides and the staffs of the Tourism Operations

Division and Provincial Information Office. A representative of the school or the

school principal gives their Welcome Remarks.

A Pangasinan tour guide hosts the program and leads in facilitating the introduction

and singing of the Pangasinan Hymn, and the introduction of the I Love Pangasinan

campaign. A question and answer portion about Pangasinan history, culture and

tourism is also included in the program. It concludes with a Message of a ProvincialGovernment Official with ceremonial pinning of the I Love Pangasinan buttons to

the Principal, teachers and or students. The members of the Pangasinan Tour Guidesare composed of 14 provincial employees coming from different offices who were

professionally trained and accredited by DOT. The members of Pangasinan Tour

Guides who facilitated this activity are the following:

Name of Tour Guide Office and Position Assignment

Hazel Sison Admin. Aide, Special Events Team Host

Maricel Abulencia Nurse II, Pang. Provl Hosp. Host

Judith Cabillo YDO, Provl Social Work & Dev. Offc. Host

Arminda De Quintos Admin. Aide, Special Events Team Facilitator

Raymond Abella PDA, Provl Population Offc. Facilitator

Paul Vincent Magat Admin. Aide, Tourism Oper. Div. Facilitator

Cristine Castillo Admin. Aide, Tourism Oper. Div. Facilitator

Mildred Mendones Admin. Aide, Provl Gov. Offc. Facilitator

Karen Gail Talo Admin. Aide, Provl Gov. Offc. Facilitator

Helen Grace Ramirez Admin. Aide IV, Provl Info. Offc. Facilitator


35/38


3

Following is the schedule of Provincial Government Officials who deliveredMessages during the Program:

SCHEDULE OFFICIAL/GUEST SPEAKER

Sept. 19

Sept. 20

Ms. Ma. Luisa A. ElduayanPositions: Chief Tourism Operations Officer (Provincial Tourism Officer);

Secretary General - Association of Tourism Officers of the Philippines

(ATOP); AdviserPangasinan Tourism Officers Association

Alaminos City National High School Urdaneta Central I School

Sept. 20 Board Member Salvador Perez, Jr.Positions: Ex-OfficioBoard Member; President of Pangasinan CouncilorsLeague

Urdaneta City National High School

Sept. 21 Board Member Clemente R. Arboleda, Jr.Position: Provincial Board Member District 5

Laoac Central School

Sept. 22 Governor Amado T. Espino, Jr.Incumbent and the 31

stGovernor of Pangasinan


36/38


37/38


38/38


The limitations in targeting a greater number of the school populace were also noted

given the coverage period and the volume of schools yet to be covered. It was necessaryto schedule more school caravan tour and to continuously do this until maximum

exposure of the I Love Pangasinan Movement is achieved.

Tourism Month 2011 Documentation Report

Documents

Transcript of Tourism Month 2011 Documentation Report