Tourism Industry Leader Says Cebu Needs Rebranding for Apec Summit in 2015

(PNA) — A leader in Cebu’s tourism industry said Cebu needs to work on a brand that will make it attractive to visitors in time for the Philippines’ hosting of the Asia Pacific Economic Cooperation (Apec) Forum next year.

Cenelyn Manguilimotan, Hotel, Resort and Restaurant Association of Cebu president, said the province needs a slogan that will describe it as a preferred leisure and business and investment destination.

Manguilimotan, who is part of the working committee for Cebu’s preparation for the Apec hosting, said Cebu still has to find its “identity” in terms of marketing.

“Let’s grab this chance to show Cebu to the economic managers in Asia Pacific that Cebu is a good destination, not only for tourism, but also to invest,” she said.

She said one strong branding campaign communicating what Cebu can offer to them is a good vehicle that will encourage the delegates to come back and convince their constituents in their respective countries to visit and invest here.

She said Cebu had several branding propositions, including the most effective “Cebu: An island in the Pacific.”

Manguilimotan said the private sector and the government stakeholders should come together in crafting effective slogan for Cebu.

She said Cebu is prepared to host the Apec Summit next year, but the challenge is how to make the participants come back to the province.

Cebu is assigned to host four big meetings during the Apec Conference next year.

These are meetings of the finance, transportation, SME Ministerial and energy ministers’ meeting that will be held starting early September to October next year.

Manguilimotan said the working committee has identified the hotels that will host the meetings.

These are Shangri-La’s Mactan Resort and Spa, Movenpick Hotel Mactan Island Cebu, Marco Polo Plaza Cebu, Cebu City Marriott Hotel, Parklane International Hotel Cebu and Waterfront Cebu City Hotel & Casino.

Manguilimotan said Cebu is also being prepared as an alternative venue for other meetings, in case something happens in Manila in the scheduled meeting dates.

The Cebu Organizing Committee, which is participated by both the local government units and private sector officials, is also strengthening the security preparations, emergency response and calamity preparedness. (PNA) LGI/EB