Bigger private sector role in Suroy

Just how much private sector involvement would be in Cebu province’s Suroy Suroy Sugbo countryside tourism program should be worked out with the provincial government soon.

Under a revised ordinance, a commission will be in charge. Both the chairperson and vice chairperson are Capitol top officials, but the composition of members has widened to include representatives of the hotel and resort association, tour operators and tour guides, and the Balik Cebu committee of the Cebu city tourism commission as stakeholders.

This makes for a more vibrant mix as shown in last week’s public hearing, where representatives spoke with passion about how countryside tourism is the way to go for Cebu, and how this was a good time to “redirect” the program to its original course – to encourage towns and cities outside the metropolis to take pride in their local identity and with this confidence, strengthen their tourism offerings and chart their own growth as a tourism destination.

Among the problems discussed was the obvious issue of politicking.

The caravan of Suroy Suroy Sugbo was heavy on developing “pride” of the host, Gov. Gwendolyn Garcia, who played her VIP exposure to the hilt.

And while the Suroy Suroy elevated pride of place in municipalities that mounted new festivals and dance contingents, the growth was stunted by a program of rushing guests through 20 or so localities to stop-eat-watch-a-performance-run with little time to just soak in the natural beauty of the island and the people.

That’s what happens when sites are accommodating based on political convenience of allies or one leader’s arbitrary choices instead of a customer-centric view of what a visitor wants to see and at what pace.

That also expains why auditors found dubious expenses for so many “non-paying guests” in the 200 or so participants. While tourists paid for their three-day package tours, a lot of free riders came as favored guests and the entourage of the boss.

With a Suroy Suroy Sugbo Commission, hopefully there will be more discussion of peers and less solo-ownership of a worthy program that has its chance to level up and move out of a subsidy-heavy model.

While the Davide administration may wince at keeping a program so identified with its predecessor, the name Suroy Suroy is a brand already known by tour agents, balikbayans and tourists. Besides, the name and the idea came from another source. It was conceived and implemented on a pilot basis in 2004 by the Cebu Chamber of Commerce and Industry tourism committe and Balik Cebu, then handed over to Garcia who had developed a keen interest in it.

With more private sector involvement, the program is in good hands. It’s better for Capitol officials to keep encouraging stakeholders to share their ideas on how best to promote Cebu. In the end, Cebuanos will benefit.