CCCI eyes unified Cebu tourism brand through 'Project Mango Shake'

Local

BUSINESS leaders are pushing for a unified tourism identity for Cebu through a proposed branding campaign called Project Mango Shake, an initiative aimed at promoting the island under a single tourism banner.

The proposal was announced by Cebu Chamber of Commerce and Industry (CCCI) President Regan Rex King during a panel discussion on Meetings, Incentives, Conferences and Exhibitions (MICE) tourism summit in this city.

"Project Mango Shake is actually to come up with one unified branding for Cebu, so when we go out anywhere in the world, we have one common branding for Cebu," King said.

"So be it you are from Mandaue, from Lapu-Lapu, or wherever, from Cebu, we have one tagline for Cebu."

King said the project is still in the pipeline and is being developed with the Department of Tourism and local government units.

The discussion centered on how Cebu can strengthen its position as a MICE destination, with panelists identifying collaboration, infrastructure and consistent branding as key priorities.

MCIAA General Manager Julius Neri Jr. welcomed the proposal citing that it is crucial to have a unified branding for Cebu island.

He also shared that the success of Mactan-Cebu International Airport demonstrates what the government and the private sector can achieve together.

"The success of our airport is a product of perfect collaboration between the government and the private sector," Neri said, describing the airport as a model for public-private partnerships that could be replicated across the tourism industry.

Panelists also cited traffic congestion, inadequate transport infrastructure, fragmented branding and regulatory hurdles as major obstacles to tourism growth.

King urged stakeholders to put aside differences and work toward a shared goal.

"If we show a strong Cebu singing the same tune and humbling ourselves, not letting ego beyond ourselves, imagine the beautiful music that we will be playing all together, showing what Cebu has to offer."

Rafa Aboitiz, Vice President and Head of Airports Business at Aboitiz InfraCapital (AIC), echoed the call for a unified approach, saying the economic benefits of tourism extend beyond individual cities.

Meanwhile, Mandaue Chamber of Commerce and Industry immediate past president Mark Anthony Ynoc stressed the need to move away from fragmented tourism campaigns, while Talisay Chamber of Commerce and Industry President Karl Occeña underscored the importance of improving infrastructure and preparing southern Cebu for future tourism investments.

Neri welcomed the proposed branding initiative, saying Cebu's tourism industry would benefit from presenting a single identity to visitors from around the world.(MyTVCebu)