Tacloban’s tourism brand highlights post-disaster resiliency

TACLOBAN CITY, April 6 -- The city government here is banking on the resiliency of city residents after the 2013 super typhoon Yolanda in its new tourism branding campaign.

The city launched its new tourism slogan “Tacloban: The Happiest People in the World” on Thursday afternoon in a bid to persuade tourists to come and visit the place that has recovered from the impacts of the killer typhoon.

“Yolanda was one of the strongest and deadliest cyclones ever recorded. The island was completely devastated. When the world came to help, they were surprised. They saw a resilient, smiling people,” said Mayor Cristina G. Romualdez.

“By this measure - the cheer in their hearts despite adversity, we claim: the Taclobanons are the happiest people in the world.”

The resiliency is evident after the monster typhoon as people immediately started rebuilding their lives and economy, Romualdez said.

The branding that aims to strategically position Tacloban as a viable tourism destination in the country, took off with a grand launching program held at the city hall grounds late Thursday afternoon.

Highlighting the event was the launching of the six-minute “The Happiest People in the World” video and the signing of the pledge of commitment. It was capped by grand fireworks display.

Coinciding with the launching was the ribbon-cutting ceremony of the campaign's exhibit at the main activity area of Robinsons Place Tacloban.

The city is the commercial center of Eastern Visayas and considered the main gateway by air to any place in the region. The airport is the seventh busiest airport in the country with 1.2 million passengers last year.

Among the tourism activities here are crossing the San Juanico Bridge, the longest in the country; cruising along the San Juanico Strait; enjoying the atmosphere of Kanhuraw Hill and City Hall grounds; exploring the Sto. Niño Shrine and Heritage Museum; witnessing the colorful Sangyaw Festival; visiting the super typhoon Yolanda markers; and hiking the Calvary Hill to see the overlooking view of the city.

Tacloban, with a population of 221,174, is considered as ground zero of super typhoon Yolanda, which killed more than 2,000 of its residents and damaged over 46,000 houses on Nov. 8, 2013. (SQM/PNA)