UST and Samar Government Collaborate for Cultural 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 research initiative aims to create a detailed and forward-thinking roadmap for Samar’s cultural and tourism sectors, driving sustainable growth while honoring the province’s rich heritage.

Culture, arts, and heritage are not just valuable assets; they are central to the province’s potential for tourism, offering a unique allure to travelers who seek meaningful connections with a place’s authentic traditions, history, and way of life. This immersive tourism experience helps sustain and protect cultural treasures while fostering a sense of mutual respect and understanding among diverse communities. By linking these aspects with tourism, regions like Samar not only invigorate their economies but also nurture a collective pride and identity among residents. The result is a richer experience for visitors, who return to experience even more, while stronger cultural bonds continue to be forged.

The first phase of the research fieldwork, Pamanaraan: Cultural Mapping, Cultural Development Planning, and Heritage Utilization, was conducted last September 29. The day opened with a session led by Ms. Beverly Macayan-Bautista, MA, Officer-in-charge of the UST GS-CCCPET, who stressed the critical role of cultural mapping. She emphasized the importance as a way for municipalities and cities to maintain comprehensive records of their cultural assets—a vital foundation for the preservation and appreciation of local diversity.

In the afternoon, Asst. Prof. Jame Monren T. Mercado, MACHS, Coordinator of UST Sentro Turismo, guided participants through the complexities of cultural development planning. He emphasized the need to integrate cultural sectors into economic development, proposing strategies to leverage Samar’s cultural heritage for economic growth, using tools such as strength, weakness, opportunity, and threat (SWOT) analysis to design programs that address both general and specific cultural needs. The session was followed by a hands-on workshop where participants applied these concepts.

The following day, September 30, the fieldwork continued with a focus group discussion for the societal sector. Approximately 20 participants per sector reflected on the essence of being Samarnon, sharing the cultural values they believe should be preserved for future generations. This lively discussion highlighted the importance of community identity and cultural continuity. Later that afternoon, a second focus group discussion engaged representatives from the developmental sector. Here, participants explored the ways Samarnon culture is interwoven with local institutions, brainstorming ideas to ensure Samar’s cultural assets are not only safeguarded but also utilized to generate long-term economic and social benefits. The session reinforced the importance of a sustainable cultural strategy that would preserve the province’s heritage while promoting a thriving cultural economy.

The event continued until the morning half of October 1, Dr. Eric B. Zerrudo, the Executive Director National Commission for Culture and the Arts, delivered a lecture on Philippine Development Plan for Culture and the Arts and NCCA Programs. This program was specifically attended by the Local Chief Executives and Provincial/City/Municipal Administrators of the Samar Province.

These collaborative efforts between UST and the Provincial Government of Samar represent a significant step toward strengthening the cultural foundation of the province. By promoting a deeper appreciation for local heritage and integrating it with tourism, Samar is paving the way for sustainable growth that will benefit both the local community and future generations. This initiative showcases the power of collaboration in preserving the unique cultural identity of Samar while ensuring a future where cultural preservation and development harmoniously progress together.