OpinionsNot the NormVision. Not hashtags.

Vision. Not hashtags.

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I read last week that Dumaguete’s Tourism office is rolling out a new official hashtag for the City, #DumaGeTmE.

We’ll soon see this everywhere, not only online but on signs around the City as the Tourism office replaces the old “I love Dumaguete” slogan.

From a marketing standpoint, it’s a highly questionable move. The first rule of advertising is to KISS: Keep it Stupid-Simple. The slogan #DumaGeTmE, however, looks more like an un-hackable password for someone’s Facebook account.

Perhaps we could have adopted Negros Oriental’s tourism slogan, “This is how you want to live!” which encompasses Dumaguete as well as the other towns in the Province. It’s actually pretty good, but it seems the Dumaguete Tourism office thinks that #DumaGeTmE is not only an improvement, but will attract new tourists.

The good news is that a slogan probably doesn’t matter either way. Tourists will continue to come to an amazing place even if it has a bad slogan, or none at all, and vice versa. Photos of nice beaches, green palm trees, pleasant seaside boulevards, and smiling faces are far more persuasive to get tourists booking plane tickets and hotel rooms.

But this rebranding tweak did get me thinking about the greater direction of tourism in Dumaguete, as well as its relationship with local visitors and foreigners.

I’ve lived in a quite a few hotspots for tourists and expats around the world. Once these places are on the radar, things can either go very right or very wrong. I’ve seen communities thrive for decades based on their tourism, and I’ve also seen far too many turned into a cesspool of drunken partying, drugs, prostitution, and crime within a year or two.

So if it truly wants to shape its destiny, Dumaguete has an important decision to make going forward more substantial than mere slogans and hashtags. What will it become for tourists and foreigners?

Will it build upon its reputation as a retirement haven for older foreigners from the U.S., UK, Australia, etc.? Being mentioned as one of the top retirement spots in the world in Forbes magazine and others certainly bolsters that identity.

Or, like far too many places I’ve lived abroad (Costa Rica, Nicaragua, Thailand, Vietnam, Cambodia, etc.), will it give in to the easy temptation to become a cheap party destination for backpackers? I certainly hope not since that creates more problems than it’s worth as the beach, the town, and the locals are trashed before the backpacker crowd swarms to the next spot.

Within a few years, will we see massive tour buses carrying armies of Chinese tourists descending on our narrow streets like I’ve seen across Thailand? Or will it become a favored place for Koreans to come to learn English, live, and spend their vacation, like I’ve seen in Boracay and Cebu City?

Is it inconceivable that Dumaguete could become a micro version of the “sin cities” of Pattaya or Angeles City? (If you think that’s impossible, ask yourself Why Not?)

Perhaps, Dumaguete is indeed best known as a University Town, anchored by Silliman University, with a vibrant arts, culture, and music scene? With all of our well-educated new graduates, will Dumaguete grow into a mecca for high-tech jobs in the BPO industry, like the IT Park in Cebu City?

My humble opinion is that Dumaguete and Negros Oriental would be best served promoting their image as a natural wonderland, with green living and ecological conservation on the forefront. From scuba diving to island-hopping, endless lush jungles to beautiful mountains, the Province has it all for tourists who seek harmony and adventure in nature.

“Green” tourists also leave a smaller footprint, are more conscious of respecting the land and its people, and don’t mind spending a little bit of money.

Slogans (and a confusing hashtag) may be well-intentioned, but Dumagueteños, the city officials, and the Tourism office would be better served clearly defining our collective vision for growth — and making sure we protect everything that’s good about this beloved home.

_________________________________

Author’s email: [email protected]

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