For city officials of San Pedro, Laguna, the recent 26th National Convention of the Association of Tourism Officers of the Philippines (ATOP) is an ideal opportunity to learn, share and gain knowledge of “best practices” in its bid for San Pedro City to become “Una sa Turismo.”
San Pedro City Tourism, Culture and Arts Office (CTCAO) Officer-in-charge Jhe-Rico Sam Colina led the delegation from San Pedro City for the three-day annual gathering of tourism officers from around the Philippines, held in Baguio City from October 1 to 3.
Since its inception in 1999, the annual convention of the ATOP has served as an ideal venue for tourism officers to discuss the current trends, challenges and issues faced by the country’s tourism sector and give them the opportunity to craft tourism solutions suited for each town and city.
For Colina, the 2025 ATOP conference was a fruitful learning experience for him and his staff, as they were able to gain insights and knowledge on how tourism officers in Laguna province were able to excel in their goal of promoting the rich history and culture of their respective towns and cities.
“Marami po kaming natutunan mula sa ating mga kasamahan sa Laguna, particularly na po kay Mr. BJ Borja [head of the Biñan City Culture, History, Arts and Tourism Office] at kay Mr. Jayson Lagrada [head of the Lumban History, Arts, Culture and Tourism Office]," Colina shared in a message to OpinYon Laguna.
"Napag-usapan po namin yung mga programs nila, particularly yung mga festivals nila. At ang isa po sa mga napansin namin is doon po sa mga cultural programs nila, involved po talaga ang iba pa pong mga opisina [ng lokal na pamahalaan], at pagdating po sa festivals, talagang naka-root po talaga sa kultura nila," the San Pedro City tourism officer added.
It was through these discussions, Colina also shared, that he was able to understand the real essence of why festivals are celebrated, which is more of a celebration of culture.
"Nakita natin na ang success ng isang festival is more on commitment and vision para maisakatuparan namin yung proyekto, regardless of the budget," he added.
Colina shared his hopes that the CTCAO’s learnings during the recent conference can be successfully applied not only to San Pedro City’s own homegrown celebration – the Sampaguita Festival – but also in its overall programs to entice tourists and promote San Pedro City’s rich culture and history.
"Isa po sa mga nakuha nating insights ay yung dapat nating gawing mas-'science based' pagdating sa ating tourism programs. Actually, ito po ang isa sa mga challenge sa mga tourism officers: the availability of data, yung capacity naming mga tourism officers to collect and analyze data," he explained.
"Sa palagay ko po, what is needed is for us tourism officers to develop our capacity na ma-improve pa po ang aming knowledge and skills, as well as proper planning and the use of technology, and of course our commitment po sa overall goals po ng ating local administration under Mayor Art Mercado na maging 'Una sa Laguna' pagdating sa turismo," Colina added.
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