By Erine Dejecacion, Brigada News
In a move that could reshape the landscape of Philippine tourism, Elmer Catulpos, Founder and CEO of Brigada, is proposing a fresh strategy that could turn the archipelago’s hidden gems into thriving tourist hubs. In a recent interview, Catulpos laid out his vision for categorizing destinations into three tiers: Top Destinations, Rising Stars, and Hidden Gems.
“We see this as a way to give better direction to our tourism efforts,” Catulpos explained. “If we can highlight the top destinations that are already well-known, encourage rising star areas to develop further, and give hidden gems the tools to attract visitors, we create a clearer tourism roadmap for everyone.”
At the heart of this vision is a simple yet powerful formula Catulpos calls the PIE approach: Peace and Order, Infrastructure, and Ease of Doing Business. According to Catulpos, these three factors are the pillars that can make or break a destination’s appeal.
“No tourist wants to visit a place where they feel unsafe, where infrastructure doesn’t support their journey, or where local businesses struggle to thrive,” he noted.
Brigada, with its network of over 50 radio stations, multi-media platforms, and the newly launched Delightful.ph platform, aims to become the leading information authority on Philippine travel.
“This is our way of giving back to our country. We want to help and be part of the solution. We want to be the go-to source where travelers can find everything they need, and where local leaders can see how they rank and what they need to improve,” Catulpos said.
He hopes that government officials will consider this strategic categorization, noting that other countries like Vietnam and Thailand have already taken a similar path.
“We can’t afford to promote every single spot equally. In the eyes and perception of international travelers, only a few top destinations in the Philippines are strongly associated with the name of our country. Not all cities and provinces are recognized globally, so it’s a challenge for all of us, both leaders and local communities. By focusing on categories, we can guide the effort where it’s needed most and help these areas shine.”
In essence, Catulpos is not just suggesting a change, he is encouraging local leaders to embrace a new mindset. With a compelling mix of data, community involvement, and the PIE formula, the nation-building initiative of Brigada through the Delightful Philippines campaign hopes to turn the country’s tourism into a powerhouse of opportunity and sustainable growth.
