ISULAN, Sultan Kudarat (PIA) -- The province of Sultan Kudarat took center stage in this year's Miss Universe Philippines (MUPH) pageant as it became the official provincial partner.

Supported by Gov. Datu Pax Ali Mangudadatu, the candidates for MUPH 2024 are in Sultan Kudarat this week, specifically for their tourism shoots, runway challenge, and national costume competition. 

Also, for the first time in the pageant’s history, MUPH will stage a fashion show using the traditional Maguindanao "inaul" cloth as material.

Kaharudin Dalaten, the chief of staff of the governor and the OIC provincial tourism officer, confirmed in a press conference on April 23 that Sultan Kudarat Province has been chosen as the provincial partner for Miss Universe Philippines 2024.

"We are glad to announce that we are the official provincial government partner for the Miss Universe Philippines 2024. Napakasaya [We’re very happy] and overwhelming that the Miss Universe Philippines has chosen Sultan Kudarat Province as its provincial partner," said Dalaten.

He further clarified that the 53 MUPH candidates have arrived in the province on April 24 and will stay until April 29 to hold their tourism shoot, which will feature Sultan Kudarat's premier tourism destinations, including the Bansada Agri-Eco Adventure Park in Bagumbayan, Halo-halo of Esperanza, Lutayan Lake in Lutayan, Baras Bird Sanctuary in Tacurong City, the Sultan Kudarat Provincial Hospital and Provincial Capitol in Isulan, Pangadilan Rock Formation Falls, and La Palmera Mountain Ridge in Columbio.

“Based on the memorandum of agreement, Miss Universe Philippines will bring back to Sultan Kudarat the top three winning beauties for tourism shoots in other tourism hotspots in the province, including those in the coastal municipalities such as the Katunggan Coastal Eco Park,” Dalaten said.

When asked why Miss Universe Philippines Organization sought partnership with LGU Sultan Kudarat, Dalaten explained that this was due to the province's rich but barely known tourism products.

“Alam natin na napakayaman ng probinsiya natin sa turismo [We know that our province is very rich in tourism]. We have so many tourism destinations worthy of promotion—our world-class caves, our mountain ridges, and other key tourism destinations. Sultan Kudarat has so much to offer, yet we are one of the most underrated destinations in the country,” he said, emphasizing further that one of the priorities of Gov. Mangudadatu is to intensify promotion of the province’s visitor industry offering.

“Sabi ni Gov, hindi naman tayo mapapahiya dito kasi andaming world-class tourism offerings ang Sultan Kudarat. This time ma-showcase natin sa mga kandidata galing sa iba’t ibang bahagi ng Pilipinas and the world, Maganda, sabi ni Gov na ‘yong experience ay baon nila pagbalik sa kani-kanilang lugar at masasabi na once in their lives pumunta sila ng Sultan Kudarat at pumunta sila ng Mindanao. They will all be a living testimony that Mindanao is safe,” he said.

(The governor said we will not be embarrassed here because Sultan Kudarat has world-class tourism offerings. This time, we will be able to showcase candidates from different parts of the Philippines and the world. The governor expressed that the experience will be a treasure, allowing them to return to their respective places and proudly share that they once visited Sultan Kudarat and Mindanao.)

He added that the province's annual Miss Sultan Kudarat is also famous for staging one of the country's most elaborate and elegant pageant competitions, which is another reason for the province's selection as a MUPH partner.

Meanwhile, the fashion show featuring “inaul,” the traditional colorful and intricately designed cloth woven by Maguindanaon women, will highlight the cultural and historical significance and its importance to the people in the area, “how inaul has changed lives, how inaul created impact on the weavers and stores that sell these, and how inaul portrays Maguindanao provinces and the rest of the Cotabato Empire.”

At least 15 local designers will dress the candidates with their “inaul” creations. A local make-up artist will also take care of the candidates.

Dalaten revealed that entry to all the MUPH events, namely the Runway Challenge on April 26, the Inaul Fashion Show on April 27, and the National Costume on April 28, is free of charge. The Sultan Kudarat Gymnasium and Cultural Center, in addition to the Provincial Capitol grounds, will be used as the venues for these events.

To secure the MUPH candidates, the Armed Forces of the Philippines and the Philippine National Police have comprehensively laid out security measures for the location of shoots and events, according to Second District Board Member Soriel Lib-atin.

The Miss Universe candidates and party are also expected to savor the coffee from Sultan Kudarat. Proposals are underway to officially designate the province as the "Coffee Capital of the Philippines." 

Miss Universe Philippines is the second major event that the provincial government of Sultan Kudarat hosts this year.

In February, Sultan Kudarat Province hosted the largest Bagong Pilipinas Serbisyo Fair, where over P1.2 billion worth of services and benefits were provided to over 300,000 individuals. (DED - PIA Region 12)