Sorsogon unveils tourism rebranding program

The Sorsogon provincial government recently launched a series of audio-visual productions (AVPs) to market as part of its tourism rebranding program, “Beautiful Sorsogon! Where Beauty is Everywhere,” as it aims for the global visitor market.

The promotional materials, which were produced with the support of the Tourism Promotions Board (TPB), consist of a seven-minute province-wide video and shorter individual AVPs for the 14 towns and one city, highlight the rich biodiversity, cultural heritage, and traditional cuisine of the areas.

During the launch, Governor Edwin Hamor said that the province aims to lure one million domestic and foreign tourists this year, which would include MICE (meetings, incentives, conventions and exhibitions) travelers.

Boating in Bulusan Lake

“We worked together with the mayors of 14 towns and one city local government unit to promote our destinations. We are showcasing all destinations in various towns so that no one will be left behind in the development. We work as a team and promote good and harmonious relationships to create something for the people of Sorsogon and the tourists,” he said.

Hamor explained that the “Beautiful Sorsogon” rebranding is anchored on his comprehensive 7K Program which consists of seven key areas namely Kabuhayan, Kalusugan, Kadunungan, Katrangkilohan, Kagandahan, Kalinisan and Kalikasan (livelihood, health, education, peace and order, beautification, cleanliness and environment).

He noted that the initiative is a collaboration between the province and municipal and city governments, as well as the private and community stakeholders, to embody their collective vision for Sorsogon.

Subic Beach in Matnog

The local chief executive added that the province is bouncing back with a bang after the series of pandemic lockdowns, and now is the best time to explore its natural wonders.

The launch of the AVPs was held at the posh Santorini-themed Residencia De Hamor Beachfront in Sta. Magdalena town.

In line with the rebrand launch, the provincial tourism office held a four-day familiarization tour with members of the media and the Philippine Tour Operators Association (Philtoa) around Sorsogon’s natural and heritage attractions, such as the Bulusan Lake Natural Park, Panumbagan Sandbar in Pilar, Barcelona Church Ruins, Butanding Interaction in Donsol, Juag Lagoon and Subic Beach in Matnog, and Casiguran Shrine, among others.

The group also feasted on local dishes and delicacies, and visited government structures such as the Provincial Capitol Complex, Museo Sorsogon, Olympic Village, Sorsogon City Convention Center, and the ongoing construction of the 48,000-seater Roman-style Sorsogon Coliseum, the biggest in the Bicol Region and which will host the Palarong Pambansa in 2025.

The province was also the main setting of the hit GMA teleserye “I Left my Heart in Sorsogon” which starred Heart Evangelista, who was then the provincial first lady.

Recidencia Del Hanor Beachfront in Sta Magdalena