Quirino Province Launches New Tourism Brand, Prepares for Reopening

The province of Quirino, in partnership with the Department of the Tourism and the Tourism Promotions Board, held online launch of its new tourism brand on 4 Nov 2021. The launch was conducted through the province’s official Facebook page, and the rebranding video is still available for delayed viewing here.

Also read: 5 Ways You Can Support the Local Tourism Scene After COVID-19

Quirino: the next destination on your bucket list

Quirino, a small highland province tucked on the southeastern corner of Cagayan Valley, is a veritable nature preserve that is endowed with several tourist attractions. Nestled in the shadows of the Sierra Madre mountain range, it is located in the Upper Cagayan River Basin. Thus, it is surrounded by majestic mountains, crisscrossed by pristine rivers, and dotted by over 200 waterfalls that include a seven-tier wonder.

Also read: 10 Waterfalls Near Manila for Day Trips & Long Weekends

One of the province’s popular tourist attractions, for instance, is the Governor’s Rapids in the town of Maddela. Forming part of a tributary of the Cagayan River, it has become a favourite swimming, kayaking and canoeing spot for visitors. During the rainy season, it becomes an ideal site for whitewater rafting.

One of the few remaining provinces that still have virgin forests, Quirino also has lush woodlands that are home to a wide array of indigenous flora and fauna that make it an unspoilt wonderland for nature lovers and adventure seekers. In addition, the province boasts of scenic mountain trails, cave networks that have been attracting spelunkers, and grassy rolling hills that are perfect for camping.

Also read: Slowly But Surely: Here’s What Tourism Reopening Looks Like in the Philippienes

Quirino Province eyes reopening

Currently, Quirino is still closed to visitors in line with the travel restrictions imposed by the national government to control the spread of COVID-19. The province, however, is already preparing for its reopening to tourism once travel restrictions are lifted. In line with this, the provincial government has been continuously promoting Quirino as an emerging tourist site.

Its rebranding project is, in fact, only one of the promotional initiatives the province is doing. In September 2021, to mark its 50th founding anniversary, Quirino launched a coffee table book that features its various attractions through photos and stories. It is also currently finalising a new website that will allow visitors to see its many tourist sites and even “walk through” some of them.

According to Governor Dakila Carlo “Dax” Cua, Quirino’s rebranding is itself a key step in promoting the province as a top-notch tourism destination that has, so far, remained largely undiscovered. “Our new brand will herald the whole package of wonder and fun that Quirino offers to visitors,” he said. “I’m inviting all of you to join us for this unveiling so you can discover Quirino!”

“Your Basket of Happiness”

This is the new tagline that the province of Quirino gave itself in an online rebranding video presentation that was launched on 4 Nov 2021. Hosted by Karen Ibasco, Miss Earth 2017, the presentation served as a “virtual tour” of the province that showcased its many tourist attractions.

Virtual launch highlights

Gov. Dakila “Dax” Cua, who welcomed the “tour participants” to Cabarroguis, the provincial capital, explained that the province decided to rebrand itself to better promote the many attractions that Quirino offers, from its many natural wonders to its friendly and hospitable people. Describing his province as a “seemingly bottomless well of attractions,” he said the new brand “best describes the whole package that is Quirino.”

Tourism Secretary Bernadette Romulo-Puyat, who joined the video presentation as a very special guest, lauded Quirino for its promotional efforts. “Innovative ideas and initiatives such as this are exactly what we need at this time to revive our tourism industry and to help the Philippines regain its stature as a prime tourist destination,” she said. Describing Quirino’s new tagline as “very catchy and so inviting,” she assured the provincial officials that, once travel restrictions are lifted, the DOT will help drive tourist traffic to the province.

Maria Anthonette Velasco-Allones, Tourism Promotions Board chief operating officer who also “participated” in the virtual tour, congratulated Quirino for what it is doing as well, particularly for pioneering digital tourism in the country. The province’s new brand, she added “will breathe new life into the local tourism scene and make it more enticing.”

Greeting the virtual tour participants towards the end of their “journey,” Elmor Villaruel, the head of Qurino’s Provincial Economic Enterprise Office, pointed out that the province’s “Basket of Happiness” is not only about tourist attractions, it is also filled with many business opportunities. Aside from investing in tourism-related ventures, marketing Quirino’s high-value commercial crops, such as bananas, coffee and cacao, as well as its famous fossilised flowers and other exquisite handicrafts could also be a very promising business for forward-looking entrepreneurs, he said.