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Davao Region embraces 'Diversity is our Beauty' tourism tagline

After consultation with various tourism stakeholders in the region, the Department of Tourism (DOT)-XI is launching the new tourism tagline- “Diversity is our Beauty.”

DOT-XI Regional Director Tanya-Rabat Tan emphasized that the region boasts numerous well-known tourism attractions and icons, including the Philippine Eagle, its beautiful beaches, and the renowned durian fruit. However, there is a deeper and less commonly known side to Davao waiting to be explored. 

“We in Davao know that there is so much more we can offer and we want to welcome more to discover our true beauty. And our beauty is in our diversity,” Tan describes the new tourism tagline of the region which will replace the erstwhile tagline” From Islands to Highlands.”

Cape San Agustin, Governor Generoso, Davao Oriental

The tagline also encapsulates the attractions of the five provinces and one city of the region. 

“Our new identity seeks to embody how our individual unique qualities stand vibrant on their own and when pieced together harmonized into beautiful tapestry of colors and patterns,” Tan said.

She said the tagline answers the challenge of telling a unified story with five provinces and one city each unique in their own right and richly diverse and yet deeply intertwined.

The new tagline placed emphasis on the unique strengths of each province in the region. Davao Oriental is renowned for its adventure activities, Davao de Oro is a destination for relaxation and wellness, Davao del Norte is recognized as an eco-tourism hub, Davao City offers fun and leisure opportunities, Davao del Sur is a haven for food and coffee enthusiasts, and Davao Occidental is celebrated as a place where the natural world harmonizes with culture.

The tagline came after a rigorous three-month workshop with 40 participants comprising government and private tourism stakeholders in the region.

“They came from the LGUs (local government units), national government agencies and we have members from the private sector,” the DOT-XI chief described the composition of the branding workshop participants that contributed to the development of the tagline.

“After a series of consultations, we found out that of course we are more than the islands and the highlands. We found out that we are very diverse,” Tan said.

DOT has planned a series of activities, with the program extending beyond the introduction of the new tagline. Regional Director Tan mentioned that local government units (LGUs) will incorporate branding bars that effectively capture the essence of their respective destinations.

 “This is just an example of how we will represent Davao especially when we go out there to promote the region,” Tan said.

Bilawa Hot Spring, Maco, Davao de Oro
Free Diving in Pujada Bay, Mati City, Davao Oriental

The primary objective of the new tagline is to promote and position Davao effectively within the competitive tourism market. Concurrently, it seeks to introduce and market new tourism products. Director Tan cited Mati City as an example, highlighting its potential as a destination for freediving. 

“We’re gaining strength in MICE tourism and now we’re working on developing and enhancing medical wellness,” Tan shared the plans in strengthening and developing new tourism markets.

The new brand will play a significant role in attracting tourists and raising awareness about Davao as a tourist destination.

“It is basically a brand to represent Davao. And having an identity we can successfully market and promote Davao as a premiere tourism destination,” Tan said. (RGA/PIA Davao)

About the Author

Rudolph Ian Alama

Regional Editor

Region 11

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