Benguet undergoes ‘branding’ for tourists

By Delmar Cariño
Inquirer

LA TRINIDAD, Benguet–Trade and tourism officials are pushing the “branding,” or formulation of taglines, as a new strategy to promote the province’s unique resources and attract more investments and tourists.

But the marketing approach, designed to sell the province’s potentials beyond its being the country’s “vegetable bowl,” is expected to stir some problems for tourism and local officials of Kibungan, one of the 13 towns being promoted.

The Department of Tourism (DOT) earlier cautioned local officials on wrong impressions created by “inappropriate branding.”

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