The Department of Tourism (DOT) has officially launched Central Luzon’s new regional tourism brand “Where Endless Stories Begin.”

During the seventh episode of the Kapihan sa Bagong Pilipinas of the Philippine Information Agency, DOT Regional Director Richard Daenos explained that the new brand aims to encourage tourists to visit and revisit the diverse attractions of the region.

“In Central Luzon, of course, when you visit it, you will experience different narratives. So, it is an endless story,” he emphasized.

The launch features a promotional video showcasing the region’s tourism destinations and activities.

This video will be disseminated across the seven provinces of Central Luzon as part of their tourism programs.

Daenos noted that the creation of the brand was a process that took about a year, involving workshops, interviews, and branding activities to ensure the best representation of the region.

He also mentioned that the process was well-studied, focusing on the psyche of contemporary tourists.

Moreover, DOT shared its commitment to diversifying the region’s tourism product portfolio.

“Our diversification program will include culinary, culture, cruise, dive, education, film, golf, heritage, MICE [meetings, incentives, conferences, and exhibitions,] as well as nature, surf, and wellness,” Daenos highlighted.

Furthermore, the agency emphasized the significance of the tourism industry in the country.

“We recognize the importance of the tourism industry, no less than our President said the industry has been a reliable pillar. It’s a reliable pillar, meaning, it is one source of our gems for the economy. At the same time, it is also a way to promote our assets and take care of both our cultural and natural assets,” Daenos stated.

In addition, he pressed that the tourism industry not only contributes to the economy but also gives livelihood to the people within the locality.

DOT invites tourists to explore Central Luzon, emphasizing that there are many beautiful places to discover, and the local communities are ready to welcome visitors.

The region has already welcomed about 1.23 million foreign and domestic travelers this year, as of the first quarter. (PIA Region 3-Pampanga)