BONTOC, Mtn. Province –F.E.E.L Mountain Province is the official Provincial Tourism Tagline!
This was disclosed during the opening program of the Lang-ay Festival held on April 1, 2024 at the provincial plaza here.
Angel Baybay, Officer-In-Charge of the Provincial Tourism Office, narrated that coming up with the tagline started when the provincial government entered into a Memorandum of Agreement (MOA) in 2020 with the Mountain Province State Polytechnic College (MPSPC) for the conduct of research and documentation on July 26, 2021 with the then MPSPC President Dr. Rexton Chakas and Governor Bonifacio Lacwasan, Jr as signatories.
The undertaking was conducted by a team from the Provincial Tourism Office on the part of the provincial government while the school was represented by its Research and Extension office.
Focus Group Discussions were conducted in the ten municipalities with participants representing the tourism stakeholders from the government and private sectors.
The output had undergone scrutiny during the Inter Agency In House Research Review at the MPSPC. It qualified for poster presentation during the 12th Joint Regional Symposium at the Benguet State University.
The Provincial Tourism Tagline was endorsed by the Tourism Council for adoption as the official Provincial Tourism Tagline to the Sangguniang Panlalawigan. Subsequently, the provincial legislative body enacted Provincial Ordinance No. 485 adopting it.
F. E. E. L! Mountain Province stands for F-Find yourselves; E- Explore; E-Experience, L-Liberate your senses! That appeal to emotions by stimulating the senses of sight, taste, smell and touch of tourists.
The provincial tourism brand is thematic with nature adventure and the diverse culture of the various municipalities of the province. It articulates the entire experience of the local and foreign tourists. Overall, the brand creates an emotional connection to nature and local cultures.
Connecting to the theme of the 2024 Lang-ay Festival which is Strength in Diversity: Celebrating Inclusivity and Solidarity, the tourism brand also calls on the locals “to embrace and appreciate the rich cultural heritage with events showcasing our traditions, talents and unity that makes us unique as a people”, said Governor Bonifacio Lacwasan, Jr.
“Let us celebrate inclusivity and solidarity, highlighting the strength that lies in our diversity”, was the culminating message of the governor.**ROGER SACYATEN
