UST and Samar Government Collaborate for Tourism Development
The University of Santo Tomas (UST) Graduate School – Center for Conservation of Cultural Property and Environment in the Tropics (GS-CCCPET), the College of Tourism and Hospitality Management, and the UST Sentro Turismo, has partnered with the Provincial Government of Samar to spearhead the Pagtanaw Samar: UST Research Collaborative Engagement. It is associated with the conceptualization of the Sustainable Strategic Cultural Management and Development Plan and Sustainable Strategic Tourism Development Plan. This initiative aims to establish a sustainable tourism and development framework for the province, grounded in Samar’s cultural heritage, current environmental contexts, existing tourism initiatives, and the perspectives of key stakeholders.
As part of this research, a two-day presentation event titled HIMAYA: Ang Taglay na Kulturang Samarnon at Hakbang ng Kaunlaran sa Turismo was conducted. This event brought together local government units (LGUs) from each municipality and city in Samar to showcase their cultural assets, including traditional delicacies, unique natural attractions, and indigenous dances. Each LGU shared insights into their current tourism status and outlined strategic plans for future development, highlighting areas of cultural significance and potential tourism growth.
The event culminated in a competition that saw the Municipality of Matuguinao emerging as the overall winner, with Catbalogan City and the Municipality of Basey securing the runner-up positions. These recognitions highlight the diverse cultural wealth and tourism potential within Samar, particularly as these municipalities demonstrated strong cultural narratives, heritage preservation initiatives, and innovative tourism strategies.
Through events such as HIMAYA, the fieldwork not only emphasizes Samar’s rich cultural heritage but also provides a platform for discovering new avenues for sustainable tourism development. The presentations offered valuable insights into the unique strengths and challenges facing each municipality, which are essential for formulating a tailored and strategic tourism plan for the province. The fieldwork has revealed numerous untapped resources and cultural elements that, when nurtured, could significantly bolster the economic and cultural landscape of Samar. Additionally, this process cultivates a sense of local pride and positions Samar as a model for culturally integrated and environmentally responsible tourism development.
