Subic tourism groups form umbrella organization

To further boost the tourism industry in the region, tourism organizations and stakeholders from Bataan, Zambales, Olongapo City and the Subic Freeport Zone formed the Greater Subic Bay Tourism Bureau (GSBTB).

GSBTB Chair George U. Lorenzana said the bureau aims to maximize the region’s tourism potential. “We have searched for common grounds that will benefit the industry and consequently, our businesses and our community,” he said.

GSBTB will anchor its marketing theme on the slogan “Your Vacation Haven Right Next Door,” and to its brand name “Subik.”

Lorenzana said the bureau has chose “Subik” because the word would be more catchy specially with the word ending with a letter “K.”

“We needed a fresh start, and a name that look Southeast Asean could market and promote and call their very own. We are quite optimistic that the name Subik will go a long way in accepting our drive to market the area as a major tourism destination,” he added.

“We envisioned the area, composed of the Subic Bay Freeport Zone, the City of Olongapo and the adjoining municipalities of the provinces of Bataan and Zambales as a sustainable, ecologically sound tourism and vacation haven in the Asia-Pacific region,” Lorenzana added.

The bureau will be the forum, the conduit and the facilitator for businesses, organizations and government entities to work together for the enhancement of tourism, and will take an active role in all facets of the tourism-related environment including, but not limited to, master and strategic planning, marketing, promotion, service delivery training, product presentation, overall quality control, new product development and image enhancement.

Lorenzana said the GSBTB will establish, encourage and support programs aimed at positioning the Greater Subic Bay Area as a prime tourist destination in categories such as eco-tourism, land and water sports, resort center, gourmet haven, retirement destination, shopping paradise, convention center, entertainment, culture and the arts and fiesta islands.

The GSBTB’s Committee on Marketing Services, Sales and Promotions will device a sustainable advertising and promotion programs for Subik such as the development of tourism special events that would identify with “Subik,” creates tour packages, establishes tourism linkages and develop the “Subik” website.

Mayor James L. Gordon Jr. of Olongapo City congratulated all the officers and members of the GSBTB and assured them of the city’s full support and cooperation in all their plans.

Rep. Milagros Magsaysay of the First District of Zambales expressed enthusiasm on the creation of this tourism bureau, knowing that the areas of Bataan, Zambales, Olongapo and the Subic Bay Freeport are included in the 10-point agenda of President Arroyo.

“These places have a lot to offer in terms of infrastructure, beautiful beaches, nice accommodations, restaurants and the aggressiveness of all participants in the promotions of their respective areas. This is beyond politics, what we need here is cooperation to make these endeavors succeed.”

Inducting official of the GSBTB officers, Central Luzon Tourism Director Ronaldo P. Tiotuico, extended his congratulation to the newly organized tourism bureau and render the department’s support for this organization.

“The only thing that will make you successful is to make your presence felt throughout the world, and the website will help the bureau reach its clients, the website visitors doing business, accepting contracts and on-line shopping with the bureau’s different tourism stakeholders,” Tiotuico added.

The GSBTB officers are Lorenzana as chair, Vice Chair John E. Corcoran of Ocean Adventure, Secretary Cheryl M. Singzon of Legend International Resorts Ltd, Treasurer Linda Y. Lim of the Olongapo City Tourism Council and Bayani V. Chavez of Zambales Tourism Council as auditor.

The directors are Vicky S. Garcia, wife of Gov. Enrique Garcia of Bataan; Carlos Gamboa of the Olongapo Chamber of Commerce and Sotero Gan of the Olongapo Filipino Chinese Chamber of Commerce.

By Malou Dungog, Manila Times Central Luzon Bureau