The Tourism Promotions Board (TPB) Philippines, the marketing and promotions arm of the Department of Tourism (DOT), has successfully concluded the Albay leg of its Community-Based Tourism (CBT) Marketing Enhancement Program. Held from December 6 to 10, this initiative, in collaboration with the Provincial Government of Albay and DOT Region V, aimed to empower local communities by enhancing their skills in digital marketing, content creation, and sustainable tourism practices.

CBT participants showcase the community-focused aspect of the program as they join the locals for a picture.

The CBT Marketing Enhancement Program is part of the government’s broader effort to increase grassroots participation in tourism development. The initiative equips local tourism stakeholders with the tools and knowledge needed to effectively promote their unique cultural and natural offerings, fostering sustainable tourism that benefits both visitors and communities.

Local blacksmiths of Tabaco proudly display their craftsmanship.

Over the course of the program, TPB visited seven vibrant communities across Albay, each showcasing its distinct heritage, craftsmanship, and eco-tourism initiatives. The PHILCERAMICS Association in Tiwi introduced participants to beautiful ceramic products, from lamps to home décor, while the Tabaco Cutlery Makers Association (TACUMA) presented their finely crafted cutlery.

A showcase of the PHILCERAMICS Association in Tiwi as the local artisans craft goods.

The Malilipot Abaca Weavers demonstrated the intricate art of weaving traditional abaca cloth, and the Libon Eco-Tourist Guides Organization (LET’S GO) provided engaging farm tours and eco-tourism experiences. The Jovellar Underground River Guides & Boatmen offered eco-conscious river tours, highlighting Albay’s natural beauty and rich biodiversity. Meanwhile, Galuda Farm in Polangui showcased local specialty food products like santan coco jam, kalamay, and pili nuts. Puto Makers from Oas introduced attendees to the region’s famous Puto de Oas rice cakes.

A local cook making Puto de Oas rice cakes as they demonstrate the skills to the guests.

In addition to the hands-on experiences, the program featured cultural and culinary highlights that celebrated the rich traditions of Bicol. A cooking demonstration of ‘Tinutungan na Manok’, a traditional Bicolano dish made with native chicken stewed in smoked coconut milk, and ’Pinangat’, a protein-rich dish cooked in taro leaves, offered a delicious taste of local flavors. Participants also explored Albay’s natural wonders through a guided tour of the Jovellar Underground River, immersing themselves in the region’s ecological treasures.

CBT participants pose for a photo after being toured in Villa Miranda Farm and Resort by LET’S GO

To further support the program’s objectives, the event kicked off with a fundraising concert, “Musika Para Sa Bikol: Himig ng Bayanihan,” on December 6 at the Ibalong Centrum for Recreation. The concert, featuring artists such as Kim Ji-Soo, Gene Loves Jezebel, Fra Lippo Lippi, and local talents Arimvibes and Tothapi, celebrated the Filipino spirit of bayanihan. Concert proceeds went directly to relief and recovery efforts for typhoon-affected areas in Albay.

The success of the Albay leg of the CBT Marketing Enhancement Program marks an important step in TPB’s ongoing commitment to fostering sustainable tourism as a driver of local economic growth. Following this, TPB plans to expand the program in 2025, with upcoming workshops in Zamboanga, Lake Sebu, Davao, Cordillera, Sorsogon, and Northern Samar.

With each visit, TPB provides the communities both materials and insights to empower the communities in playing an active role in shaping their tourism future, while promoting the Philippines as a sustainable and inclusive travel destination.