IV- St. Arnold Janssen
The island province of Bohol reinvigorates its tourism promotion with a campaign that is said to “go deep into the roots emotionally.” Its local government recently launched a tourism campaign with the slogan “Bohol: Heart the Islands, Truly Philippines.”
The slogan points out that the island is at the center of the Philippines, being in the Central Visayas Region and Visayas being at the center of the country. It is also usually projected as a truly Filipino destination with its rustic charm and hospitality. The slogan though is reminiscent of Marinduque’s appellation of being the “Heart of the Philippines,” owing to the fact that the island province is heart-shaped and also the geodetic center of the country. The slogan also is reminiscent of Malaysia’s “Truly Asia.”
Bohol is primarily known for its Chocolate Hills, which has become an iconic touristic symbol of the Philippines. It is also famous as the home of the cute and diminutive primate tarsier, which has become a tourism mascot. With the new tourism campaign, Bohol wants to tell the world that there are far more attractions then these.
“As a nation, Philippine tourism is in search of its own identity because our local culture is a complex mix of many different cultures,” says Bohol’s governor Edgardo M. Chatto. “But unknown to most Filipinos, Bohol is as authentically Filipino as it can get. The province has not only preserved the traditions brought by our colonizers, but has also promoted the much older traditions and beliefs that are authentically Filipino.”
Bohol wants to promote its cultural and ecological wonders. Chief among these are the centuries-old churches, some becoming the country’s national treasures. Famous is the Church of Our Lady of the Immaculate Conception in Baclayon, which is the oldest and best preserved Jesuit church in the country. Also popular is the Church of Our Lady of the Assumption in Dauis. Going around Bohol, one finds