With the theme, “Exciting Bicol: There’s More That Meets The Eye”, The Bicol Association of Travel and Tour Operators (BATTO) and National Association of Independent Travel Agencies (NAITAS) Bicol Chapter, in partnership with the City Government of Naga and Provincial Government of Camarines Sur, hosts the 3rd Bicol Travel Show at Vista Mall Naga on April 5-6, 2025.
The two-day event aimed to promote sustainable tourism growth, aligning with the Department of Tourism Region V’s goals in promoting, encouraging, and developing tourism in the Bicol Region as a significant socio-economic activity while ensuring safe and enjoyable travels for both domestic and foreign tourists. The Bicol Travel Show featured travel experts, tourism professionals, and informative presentations designed to expand Bicol’s tourism reach.
More than 20 exhibitors participated in the event which included LGU’s, accredited travel agencies, hotels, resorts, and local tourism establishments to showcase their tourism products and services. Furthermore, the Bicol Travel Show successfully brought together all the tourism stakeholders, professionals, and the tourist market in a single venue, fostering interaction and achieving the event’s objectives.
Naga City is the Heart of Bicol Tourism
“Naga City truly stands out as the Heart of Bicol Tourism, offering a rich blend of pilgrimage, good governance, education, business, history, culture, and the arts,“ shared Councilor Jose Perez, Chairman Committee on Tourism.
During his message, Councilor Joe Perez lauded Naga City as the heart of Bicol tourism, emphasizing its multifaceted appeal. He highlighted the city’s significance as a religious center, anchored by the Our Lady of Peñafrancia and its renowned festival; its progressive governance, a legacy of Jesse Robredo; its strong educational institutions; its thriving commercial sector; and its rich history and vibrant cultural heritage.
Despite the setback of flight rerouting from Naga Airport, he noted a post-pandemic surge in tourism and ongoing efforts to secure funding for airport development to accommodate jet aircraft.
Collaboration is the Driving Force to Dynamic Tourism Development
“By working together, we can attain greater results. There is a better future for tourism in Naga and Bicol. But it requires our continued commitment to collaboration.” said Mr. Reuel Oliver, Executive Director of the Investment and Tourism Promotion Office.
In his address, he underscored the vital role of collaboration in fostering dynamic tourism development in Bicol. While celebrating the region’s iconic attractions like the Mayon Volcano, he stressed the necessity of distinguishing Bicol by enhancing aspects such as atmosphere and ambiance, authenticity, affordability, and the welcoming attitude of locals, all of which enrich the tourist experience.
Acknowledging the challenges faced by Naga, particularly its reliance on the Penafrancia Festival for tourist influx, he introduced the Naga ‘Yon campaign, aimed at promoting year-round tourism by encouraging visitors to immerse themselves in local culture and life. Hence the tagline, “Naga City may not take your breath away but gives you reasons to breathe.”
He also highlighted the development of innovative tourism products, including immersive faith tourism and educational tours that teach valuable life lessons. He emphasized the importance of collaboration among various stakeholders—local communities, businesses, and organizations—as essential for effective tourism planning and development. By advocating for joint marketing efforts with neighboring towns and provinces, he illustrated the potential of collective action to uncover Bicol’s hidden gems and elevate its tourism appeal.
Role of Church and Tourism Partnership for Naga’s Faith Tourism
Naga City is a pilgrim city. Its asset for tourism is in Faith Tourism. Rev. Fr. Francis Tordilla shared in his talk that Pope Francis’s perspective on kinds of tourism distinguishes between superficial sightseeing and “slow,” sustainable tourism, with pilgrimage representing the most fulfilling form. Superficial tourism is characterized by superficial sightseers who are blind to beauty and never discover meaning. In contrast, “slow” tourism promotes solidarity, quality, and sustainability. The ultimate form of tourism, however, is that of the pilgrim, who immerses themselves fully, listens to the message, and seeks fulfillment.
Bicol as the heart of the Marian pilgrimage in the Philippines, draws millions for the Peñafrancia Festival and other religious events. During the Holy Week, the region celebrates with Passion Plays, Pabasa, and Visita Iglesia. Lenten practices include Pagpasan kan Krus and Alay Lakad. Regional traditions like Dotoc, Lagaylay, and Tanggal are also observed. May celebrations include Santacruzan, Aurora, and Flores de Mayo. These religious and cultural traditions revolving around faith and devotion became an attraction to make people come and experience it themselves.
Introducing a Church and Tourism partnership will aim to transform tourism in Bicol, offering spiritual renewal through faith-informed services and a Catholic identity experience. The vision for Faith Tourism is to create a transformative journey, turning tourists into pilgrims through pilgrim-centered maps, meaningful souvenirs, and authentic storytelling—“I came as a tourist, leave as a pilgrim.”
