Heritage

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originally referred to a religious event; in its contemporary meaning, a festival is “an organized series of concerts, films, etc.,

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FESTIVALS

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characterized by its periodical recurrence (generally annual or biennial) during a limited time period, a set of performances related to one genre, a specific location.

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Festivals

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are an expressive way to celebrate glorious heritage, culture and tradition.They are meant to rejoice special moments and emotions in our lives with our loved ones. They play an important role to add structure to our social lives, and connect us with our families and backgrounds.

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Festivals

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Three categories of festivals

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1st, 2nd, and 3rd

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includes creative festivals, whose objective is purely cultural or artistic, and aims at presenting original work or discovering new talents. These festivals usually have a national if not international reach.

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1st Category

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is represented by tourist festivals whose objective is to create an event in specific locations, monuments or tourist sites and thereby attracting a new audience.

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2nd Category

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concerns image festivals which seek to increase the awareness or improve the image of certain locations in order to capitalize on media coverage.

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3rd Category

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are easiest to see and most often attract visitors, which stimulates the growth of tourism and other businesses in a town or region.

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Economic Benefits of Festivals

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are less visible, but they are just as important. Besides being fun, well-managed festivals and events offer a host of economic and social benefits to communities.

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Social Benefits of Festivals

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The economic benefits of a successful festival

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ripple throughout a local economy affecting tourism and non-tourism- related businesses like.

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Types of Festivals

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Local Festivals

Community Anniversaries

Legacy

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funding is provided to local groups for recurring festivals that present the work of local artists, artisans, or historical performers.

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Local Festivals

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funding is provided to local groups for non-recurring local events and capital projects that commemorate an anniversary of 100 years (or greater, in increments of 25 years).

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Community Anniversaries

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funding is provided to community capital projects that commemorate a 100th anniversary (or greater, in increments of 25 years) of a significant local historical event or local historical personality.

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Legacy

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The oldest festival in the Philippines

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Ati-atihan Festival

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It's a two-week merriment that culminates on the 3rd Sunday of January in Aklan

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Ati Atihan

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Chants of "'Viva! Santo Niño!"

and the second is a plea not to get sick under the sweltering heat of the sun.

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The first phrase is a tribute to the baby Jesus

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"Hala Bira! Pwera Pasma!” can be heard along with the rhythmic cadence of tribal music.

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a plea not to get sick under the sweltering heat of the sun.

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is a traditional celebration in Cebu City held every third Sunday of January to honor the Santo Niño (Child Jesus).

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Sinulog Festival

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means “graceful dance”,

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Sinulog

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Exactly a week later on the 4th Sunday of January, Iloilo City also holds the same cultural and religious festivity in honour of the Child Jesus.

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Dinagyang Festival

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consists of a fluvial procession, colourful parades, and a competition for the most intricate costume and impressive choreography.

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Dinagyang Festival

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A renowned Visayas festival is Bacolod's Masskara, a 20-day street party replete with food, drinks, dances, and a bevy of wild contests like chasing after a pig and downing coconut milk.

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Masskara Festival

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Held on the weekend closest to October 19, it was conceptualized to show the local resilience despite a hard life. Hence, participants wear papier-mâché or clay masks depicting a huge smile.

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Masskara Festival, Bacolod

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held annually every 3rd week of August. This time it's primarily to give thanks for a plentiful harvest so the streets are decorated with freshly picked fruits and vegetables.

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Kadayawan Festival, Davao City

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During Holy Week each year, a biblical reenactment is seen on the roads of Marinduque when villagers don their interpretation of a Roman soldiers' helmet, dress, and armor.

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Moriones Festival, Marinduque

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Performed as a form of penitence, Moriones Festival is meant to portray the search for Longinus, the Roman soldier who pierced Jesus' side with a lance during the Crucifixion. Christian or not, this religious pageantry is interesting to say the least.

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Moriones Festival

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If you're into tattoos and body arts then you might flip over the yearly celebration of Pintados festival in Tacloban when locals dance around the streets with inked bodies to symbolize the brave warriors of the past.

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Pintados Festival, Tacloban

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Portraying the natives’ practice of idolatry along with their penchant for music and dance, this June 29th festival provides a glimpse of how the native people lived prior to the Spaniard's arrival.

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Pintados Festival

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Every year during the month of February, thousands of tourists both domestic and foreign go up to the Summer Capital of the Philippines to witness the city bloom, literally. Panagbenga or Baguio Flower Festival commemorates the rise of the city after the tragic disaster when the earthquake hit it in 1990.

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Panagbenga Festival, Baguio

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Every 23rd of November, head over to Angono, Rizal to be part of its larger than life celebration

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Higantes Festival, Angono Rizal

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papier-mâché giants sashaying down the street, some measuring as tall as 12 ft.

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Higantes Festival

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The town of Lucban, Quezon also buzzes with excitement each year on May 15 as they hold the

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Pahiyas Festival

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the brilliantly coloured rice paper called

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"kiping"

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– Obando, Bulacan Held for 3 days from May 17 to 19. On these days in Obando, Bulacan, devotees do the fertility street dance to beseech the three saints, San Pascua, Nuestra Señora de Salambáo, and Santa Clara for good fortune, a spouse, or most especially, a child.

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Obando Fertility Rites

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San Fernando City or the Christmas Capital of the Philippines organizes the competition of giant lanterns during the weekend before Christmas Eve

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Giant Lantern Festival

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Festivals positive impact in three parallel areas:

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Attracting tourismImproving the place’s image Supporting the local community.

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First and foremost, festivals are a great anchor for attracting tourism. While the destination is always available, having a time-limited event encourages visitors to take advantage of this opportunity and visit the place during the event.

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Attracting Tourism

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Along with tourists, festivals attract journalists and other opinion leaders. For these audiences, festivals are a ‘media-event’, generating an opportunity for a magazine or a news story.

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Improving the Place's Image

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For the residents themselves, festivals are a unique occasion to celebrate the local culture and interact within the community

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Support the local community

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is “movements of persons for essentially cultural motivations such as study tours, performing arts and cultural tours, travel to festivals and other cultural events, visits to sites and monuments, travel to study nature, folklore or art, and pilgrimages.”

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Cultural Tourism

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Traveling to experience the places and activities that authentically represents the stories and people of the past and present. It includes cultural, historic and natural resources. (National Trust for Preservation, 2008)

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Heritage Tourism

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Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities

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Sustainable Tourism

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17 GOALS OF UNWTO

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1. No Poverty

2. Zero Hunger3. Good Health and Wellbeing

4. Quality Education5. Gender Equality

6. Clean Water and Sanitation

7. Affordable and Clean Energy

8. Decent work and economic growth

9. Industry, innovation, and infrastructure

10. Reduced Inequalities

11. Sustainable cities and communities

12. Responsible consumption and production

13. Climate action

14. Life below water

15. Life on Land

16. Peace, justice, and strong institution

17. Partnerships for the Goals

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Tourism provides income through job creation at local and community levels.

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No Poverty

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Tourism can spur sustainable agriculture by promoting the production and supplies to hotels

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Zero Hunger

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Tax income generated from tourism can be reinvested in health care and services

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Good Health and Wellbeing

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Tourism has the potential to promote inclusiveness. A skillful workforce is crucial for tourism to prosper.

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Quality Education

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Tourism can empower women, particularly through the provision of direct jobs and income-generation from SMEs in tourism and hospitality related enterprises.

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Gender Equality

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Tourism investment requirements for providing utilities can play a critical role in achieving water access and security, as well as hygiene and sanitation for all. The efficient use of water in tourism, pollution control and technology efficiency can be key to safeguarding our most precious resource.

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Clean Water and Sanitation

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As a sector, which is energy intensive, tourism can accelerate the shift towards increased renewable energy shares in the global energy mix.

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Affordable and Clean Energy

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Tourism, as services trade, is one of the top four export earners globally, currently providing one in ten jobs worldwide.

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Decent work and economic growth

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The sector can influence public policy for infrastructure upgrade and retrofit, making them more sustainable, innovative and resource-efficient and moving towards low carbon growth, thus attracting tourists and other sources of foreign investment.

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Industry, innovation, and infrastructure

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Tourism can be a powerful tool for reducing inequalities if it engages local populations and all key stakeholders in its development.

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Reduced Inequalities

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Tourism can advance urban infrastructure and accessibility, promote regeneration and preserve cultural and natural heritage, assets on which tourism depends.

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Sustainable cities and communities

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The tourism sector needs to adopt sustainable consumption and production (SCP) modes, accelerating the shift towards sustainability.

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Responsible consumption and production

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Tourism stakeholders should play a leading role in the global response to climate change. By reducing its carbon footprint

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Climate action

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Tourism development must be a part of Integrated Coastal Zone Management in order to help conserve and preserve fragile marine ecosystems and serve as a vehicle to promote a blue economy, contributing to the sustainable use of marine resources.

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Life below water

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Tourism can play a major role if sustainably managed in fragile zones, not only in conserving and preserving biodiversity, but also in generating revenue as an alternative livelihood to local communities.

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Life on Land

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As tourism revolves around billions of encounters between people of diverse cultural backgrounds, the sector can foster multicultural and inter-faith tolerance and understanding, laying the foundation for more peaceful societies.

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Peace, justice, and strong institution

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Due to its cross-sectoral nature, tourism has the ability to strengthen private/public partnerships and engage multiple stakeholders – international, national, regional and local – to work together to achieve the SDGs and other common goals.

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Partnerships for the Goals

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Developed by the Australian Heritage Commission

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PRINCIPLES OF SUSTAINABLE HERITAGE TOURISM

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A great deal of tourism relies on places with natural, Indigenous and historic significance as fundamental assets on which tourism products are based.

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Principle 1: Recognize the importance of heritage places

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Heritage conservation is a concern of responsible tourism. It ensures the long-term protection of heritage assets.

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PRINCIPLE 2: Look after heritage places

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Developing active partnerships, alliances and open lines of communication between tourism operators, site managers, other businesses, local communities and Indigenous people is the best way to build a sustainable tourism operation.

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PRINCIPLE 3: Develop mutually beneficial partnerships

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Success depends on

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building relationships and, where appropriate, forming partnerships of benefit to both tourism and heritage.

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will foster ownership and understanding and contribute to positive outcomes for the visitor attraction and local community

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Working with local people in the management, presentation and operation of tourism activities

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which incorporates both business and heritage objectives can be used to build support in both business and heritage sectors.

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A business plan

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Tourism involving heritage places should contribute to both the conservation of heritage assets and to the economic and social well-being of local communities.

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PRINCIPLE 5: Invest in people and place

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The significance of heritage places can be the basis for product definition in marketing and promotion.

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PRINCIPLE 6: Market and promote products responsibly

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Providing an enjoyable and enriching experience for visitors is the goal of everyone involved in heritage tourism. A common understanding of visitor needs and motivations by tourism operators and heritage managers is the basis for providing high quality visitor experiences.

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PRINCIPLE 7: Provide high quality visitor experiences

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Indigenous people have cultural obligations to look after their country and special places. They are the primary sources of information about the significance of their places.

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PRINCIPLE 8: Respect Indigenous rights and obligations

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5 principles for successful and sustainable cultural heritage tourism?

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1. Collaborate

2. Find the fit

3. Make Sites/ Programs come alive

4. Focus on quality and authenticity

5. Preserve and protect

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Much more can be accomplished by working together than by working alone. Successful Cultural heritage tourism programs bring together partners who may not have worked together in the past.

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Principle One: Collaborate

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Advantages of Collaboration

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1. Financial Incentives

2. Program Development

3. Increasing Product Offerings

4. Define New Markets and New Tactics to Reach Those Markets

5. Benefit from Your Partner’s Expertise and Reputation

6. Strengthen Relationships Between Industries

7. Set the Stage for Future Partnerships

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– Funding is at the top of everyone’s list these days, and there never seems to be enough! Partnerships stretch limited budgets further.

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Financial Incentives

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– For example, an organization which owns a historic home may not have the resources to develop extensive programming, but by working with other attractions, thematic tours could be developed to tell a broader story.

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Program Development

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– New programs give visitors more to do, increasing the chances that they will stay in your area longer and spend more money.

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Increasing Product Offerings

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– Marketing is expensive, so sharing the costs of advertising, direct mail and promotions can help reach new markets in a cost effective way.

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Define New Markets and New Tactics to Reach Those Markets

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– Partnerships allow you to share in the good name and quality reputation of another attraction or heritage area, or share the expertise between partners.

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Benefit from Your Partner’s Expertise and Reputation

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– Working together on a successful heritage tourism partnership paves the way and provides examples for others to do the same.

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Strengthen Relationships Between Industries

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– Success breeds success! Once you’ve been involved in a successful partnership, you’ll welcome the opportunity for more.

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Set the Stage for Future Partnerships

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Base your cultural heritage tourism program on what is appropriate and sustainable for your area.

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Principle Two: Find the Fit between the Community & Tourism.

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Local priorities vary.

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So do local capabilities.

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Celebrating a community’s heritage

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also instills pride in residents.

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What are the Four Steps to Successful and Sustainable Cultural Heritage Tourism?

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1. Assess the Potential

2. Plan and Organize

3. Prepare for Visitors/Manage Cultural, Historic and Natural Resources

4. Market for Success