WESTERN Visayas has long been blessed with breathtaking natural wonders, cultural treasures and historical attractions. Yet, for all its tourism potential, how much of the wealth generated by tourism actually reaches the communities that need it most?
This is the challenge confronting the Department of Tourism (DOT) in Western Visayas as it rolls out its enhanced “Experience Western Visayas” campaign, anchored on the concept of “Pinili”, or “handpicked.” The initiative, as reported by this paper, seeks to spread tourism opportunities beyond established destinations, particularly Boracay Island.
The concept is promising. But its success must be gauged not by impressive visitor-arrival figures alone but, more importantly, by how much tourism improves the lives of ordinary Western Visayans.
For decades, Boracay Island has dominated the region’s tourism industry, generating investments, employment and international recognition. Yet its success also highlights an imbalance: While one destination enjoys global prominence, countless communities elsewhere struggle to secure their rightful share of tourism’s economic rewards.
Antique boasts mountains and coastal attractions. Capiz offers seafood and historical landmarks. Guimaras has its celebrated mangoes and island destinations. Iloilo Province possesses centuries-old churches, weaving traditions and island getaways, while Iloilo City proudly carries its distinction as a UNESCO Creative City of Gastronomy.
These destinations do not lack beauty or cultural significance. What many lack are adequate infrastructure, accessibility, investment and sustained promotion to transform their potential into meaningful economic opportunities.
And this is where government must deliver.
Tourism cannot thrive on clever slogans and colorful brochures alone. Without reliable transportation, decent roads, adequate accommodations and basic facilities, even the most spectacular destinations will struggle to attract visitors.
More importantly, tourism development must benefit local communities rather than merely enrich investors.
Farmers, fisherfolk, artisans, food vendors, transport operators and small entrepreneurs must become genuine participants in tourism’s prosperity, not spectators watching outsiders profit from their heritage and natural resources.
Imagine tourists visiting Iloilo City for its cuisine, purchasing hablon products from local weavers, exploring Iloilo Province’s heritage churches and discovering Guimaras’ attractions. Every additional destination could mean another local business supported, another worker employed and another family earning an income.
That is how tourism should work: not simply bringing visitors to places, but bringing prosperity to people.
However, tourism expansion must never come at the expense of environmental protection. Boracay’s experience has already demonstrated the consequences of allowing development to outpace environmental safeguards and infrastructure capacity. Western Visayas must not repeat those mistakes.
Equally important is accountability. DOT-6 must look beyond tourist arrivals and measure actual community benefits: sustainable jobs created, small businesses supported, household incomes improved and natural resources protected.
A million visitors mean little if the wealth they generate remains concentrated in the hands of a privileged few.
The campaign’s weaving-inspired identity offers a fitting metaphor. Just as individual threads form a stronger fabric when woven together, Western Visayas can build a more resilient tourism economy by connecting its destinations and communities.
But a beautiful tapestry is worthless if the threads holding it together are neglected.
Tourism’s greatest achievement is not only when visitors leave with unforgettable memories, but when host communities are left with better lives.
