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Angeles City Tourism Office

Main Office: 2/F Angeles City Hall, Brgy. Pulung Maragul, Angeles City 2009 Philippines
Satellite Office: 1/F Angeles City Library and Information Center Bldg.,
Sto. Entirerro St. Angeles Heritage Zone, Angeles City 2009 Philippines
Email Address: angelescitytourismoffice@gmail.com * Mobile: (+63) 977 377 1585

PROGRAM DESIGN
I. Program Title : TOURISM PROMOTIONS & DEVELOPMENT PROGRAM FOR 2018

II. Proponent : ANGELES CITY TOURISM OFFICE

III. Program Duration : JANUARY TO DECEMBER 2018

IV. Funding Source : MAYOR’S OFFICE/TOURISM PROMOTIONS & DEVELOPMENT FUND


Php 6,000,000.00

V. Beneficiaries : ANGELES CITY’STOURISM STAKEHOLDERS & CONSTITUENTS

I. BACKGROUND/RATIONALE

The Tourism Promotions and Development Program for 2018 is the result of painstaking strategic
planning of events and programs towards the increasing tourist’s arrivals. This was designed while being
sensitive to the city’s heritage, culrture and arts. Based on the Angeles City Tourism Code, Tourism
Development Plan which are both in alignment with Republic ACT 9593 (a.k.a. Tourism ACT of 2009), the
activities also cater to the different strata of the society. The programs also include the regulation and
standardization of the city’s tourism enterprises. All these, to achieve effective marketing and
promotion of the city to the domestic and international market as the country’s Tourism Gateway to the
North.While increasing volumes of business and creation of jobs that will directly benefit the tourism
stakeholders and constituents of the city.

II. PROGRAM COMPONENTS/OBJECTIVES

Being a city not so blessed with natural tourist attractions, we depend on programs, activities and
events to attract visitors to spend more time in the city. The advantages of the city would be the
geographical location, being in Central Luzon, the presence of Clark International Airport Corporation
which caters to international and domestic flights and the recognition of Pampanga being the Culinary
Capital of the Philippines. The uniqueness of a place can be seen in it’s heritage, culture and arts. This
program considered these advantages and designed activities that combined these to promote the city
towards economic benefits throughout the supply chain of the tourism industry.

III. PROPOSED PROGRAM/ACTIVITIES AND DESCRIPITION

TOURISM/CULTURAL EVENTS

The following events have been carefully studied as platforms for business development. These
events aim to achieve Tourism goals of attracting tourists, local business retention and expansion, and
attracting local and foreign investment.

a) National Arts Month/Youth Arts Fest (FEBRUARY) – In line with the Arts Month celebration of
National Commission for Culture and Arts (NCCA), the city celebrate the occasion by conducting a
local version of the celebration. Featuring Angeleño artists from various disciplines with a focus on
the youth sector, this event may include month long exhibits, seminars and workshops that aim to
promote Angeleño artists and help them earn from their sale of work and potentially create a
sustainable source of livelihood. This activity will be undertaken in partnership the Culture and Arts
Council of Angeles (CACA).
Angeles City Tourism Office
Main Office: 2/F Angeles City Hall, Brgy. Pulung Maragul, Angeles City 2009 Philippines
Satellite Office: 1/F Angeles City Library and Information Center Bldg.,
Sto. Entirerro St. Angeles Heritage Zone, Angeles City 2009 Philippines
Email Address: angelescitytourismoffice@gmail.com * Mobile: (+63) 977 377 1585

TOURISM PROMOTIONS AND DEVELOPMENT PROGRAM FOR 2018

b) Holy Week 2018 Activities (MARCH)

1. Siete Palabras – A cultural activity based on the religious beliefs of the locals. It is centered
on the depiction of the Passion and Crucifixion of Christ. It is undertaken in partnership with
Brgy. Lourdes NorthWest.

2. Panata at Panalangin – This one-of-a-kind Lenten season presentation showcases the


Kapampangans’ expressions of spiritual devotion thru Dance, Drama and Art Exhibits. It is
undertaken in partnership with Sinukwan Kapampangan.

c) Sisig Fiesta (APRIL) - This event pays tribute to the Angeleño’s innovative spirit and validates our
claim as part of the Culinary Capital of the Philippines. The revamped Sisig Fiesta aims to document
the history of Sisig, and encourages the participation of home cooks, students and professionals
through culinary competitions and cooking demonstrations. The festival also showcases the best of
Kapampangan cuisine and food-related products including cooking equipment, art, etc. This is with
in accordance of Ordinance No. 405, Series of 2017.

d) Heritage Month Activities (MAY)

1. Las Flores de los Angeles – This festive occasion gives tribute to the Blessed Virgin Mary and
highlights the young beauties of Angeles in a flower festival themed-activity. It is a
partnership activity along with Sinukwan Kapampangan , Beyond Essence Creative Group,
and other cultural groups.

2. Sabat Santacruzan - This tradition and version of Santacruzan where costumed performers
interrupt the procession to challenge the sagalas and their consortes to a duel, either
through verbal joust or in a sword fight. This intangible heritage is undertaken in partnership
with Kuliat Foundation, Inc., Holy Rosary Parish Church, Sinukwan Kapampangan, barangays
and other cultural groups.

e) Re-Enactment of Philippines’ First Independence Day Celebration at Pamintuan House (JUNE) –


This colorful reliving of the first and only Independence Day anniversary celebration (In 1899, a year
after the independence of the Philippines under Spanish rule, President Emilio Aguinaldo moved the
seat of government to Angeles City during the Filipino-American War.) is held yearly complete with
the program that highlights the actual speech of Aguinaldo translated into Filipino, together with a
civic military parade, street cultural performances and prominent guest speakers. This historical
activity is a collaborative event in partnership with the National Historical Commision of the
Philippines, Kuliat Foundation, Inc., Uyat Artista, other government and non- government agencies .

f) Aldo Ning Amanung Sisuan Celebration (AUGUST) – This activity pays tribute to Kapampangan
language and literature being held at the Museo ning Angeles / Plaza Angel park where the public
enjoy rare performances of Crissotan (literary debate), Poesya (poetry), Polosa (extemporaneous
singing), Sapatsa (song and dance discourse) and Komedyang Kapampangan (comedy). Likewsie, a
lecture – workshop on indigenous Kapampangan language called “Kulitan” and / or Kapampangan
Orthography are to be held. The said events are undertaken in partnership with Parnasong
Kapampangan, Aguman Sulat Kapampangan, Kuliat Foundation, Inc., Akademyang Kapampangan of
Angeles University Foundation, Center for Kapampangan Studies of Holy Angel University and other
Kapampangan language advocacy groups.
Angeles City Tourism Office
Main Office: 2/F Angeles City Hall, Brgy. Pulung Maragul, Angeles City 2009 Philippines
Satellite Office: 1/F Angeles City Library and Information Center Bldg.,
Sto. Entirerro St. Angeles Heritage Zone, Angeles City 2009 Philippines
Email Address: angelescitytourismoffice@gmail.com * Mobile: (+63) 977 377 1585

TOURISM PROMOTIONS AND DEVELOPMENT PROGRAM FOR 2018

g) World Tourism Month (SEPTEMBER) – The City partners with the private sector to organize
activities that showcase how the travel and tourism industry contributes to the local economy,
business development, employment and overall quality of life.

h) Fiestang Kuliat (OCTOBER) – This month-long activities highlight how the city returns to its roots
reviving Feast of the Holy Guardian Angels to be added to the “twin” celebrations of the Feast of
Our Lady of Our Most Holy Rosary of La Naval and Piyesta ning Apung Mamacalulu or the Feast of
Our Lord of Mercy. It likewise represents the resilience of Angeles City after the devastation of Mt.
Pinatubo in 1991. The month long calendar is divided into religious, cultural, socio-civic and
educational activities . The Feast of the Santos Angeles Custodios, otherwise known as “Piyestang
Angel” ushers the fiesta season in Angeles City celebrated every October 2. Los Santos Angeles
Custodios were named as the town’s titular patrons. The Feast of La Naval de Angeles pays tribute
to the patroness of the city when Angeles (then known as Culiat) was formally separated from
Parroquia de San Fernando . Fiesta is held every second Sunday of the month in commemoration of
the Virgin of the Holy Rosary’s intercession during the Spanish fleet’s victorious battle with the
Dutch invaders. The city celebrates with traditional religious programs while homes display the
finest traditions of hospitality by entertaining guests with their best cooking and most extravagant
food spread. The Feast of the Holy Sepulchre otherwise known as “Piyestang Apu” is celebrated on
the last Friday of October. On Fridays, devotees from all over Pampanga flock to the Apu shrine to
venerate the miraculous image of Jesus Christ lying in the sepulcher.

1. Fiestang Angel, La Naval & Apu Supporting Events . The said religious activities aim to go
back to the true roots of fiesta celebrations. To add a deeper meaning to these events,
religious festivities will be added to our flagships tourist attractions. The said activities are
undertaken in partnership with the Holy Rosary Parish Church.

2. Serenata. This is a world –class, live entertainment of classic-to-pop repertoire by a


musician ensemble of all ages and topnotch conductors held at the heart of Angeles City’s
heritage district. The said activity is undertaken in partnership with Kuliat Foundation, Inc.

3. Calesin/Tilbury Race . This is a traditional fiesta attraction of racing two-wheeled horse


carriages which aim to bring together at least thirty handsome thoroughbreds and local
breeds from all over Luzon. The said event has beenpart of Fiestang Kuliat for many years
now. Held every second Sunday of October on the day of the Fiestang La Naval, this event
has been part of our local customs and traditions ably facilitated by the Tilbury Racing
Association.

4. Mamialung Tamu. This traditional sports events bring back traditional Filipino games from
childhood. These include patintero, luksongtinik, chinese garter, tumbangpreso, piko, pole
climbing and limbo rock. The said activities are undertaken in partnership with the Angeles
City Sports Office and the Department of Education.

5. Terakan king Piindakan. Tigtigan Terakan Keng Dalan is held every year on the last Friday
and Saturday nights of October. This event, which means music and dancing in the streets,
was established in 1991 by then Vice-Mayor Edgardo Pamintuan and his peers to uplift the
devastated spirits of Angeleños. Today, this tradition lives on to commemorate Angeleño
resilience and celebrate life after the tragedy of the Mt. Pinatubo eruption. Angeles City’s
biggest street party lasts until the break of dawn. This in one event that aims to drum up
interest for TTKD and add to its festive atmosphere by incorporating daytime contemporary
dance competition. This banner event is undertaken in partnership with Globe.
Angeles City Tourism Office
Main Office: 2/F Angeles City Hall, Brgy. Pulung Maragul, Angeles City 2009 Philippines
Satellite Office: 1/F Angeles City Library and Information Center Bldg.,
Sto. Entirerro St. Angeles Heritage Zone, Angeles City 2009 Philippines
Email Address: angelescitytourismoffice@gmail.com * Mobile: (+63) 977 377 1585

TOURISM PROMOTIONS AND DEVELOPMENT PROGRAM FOR 2018

6. Mutya at Ginoo ning Angeles – This annual search serves as the city’s ambassador of goodwill .
Likewise the winners are rightful to represent the city in bigger picture including provincial,
national and hopefully international pageantries. The pageant is in collaboration with Beyond
Essence Creative Group and BKM.

i) GraciAngeles (OCTOBER/NOVEMBER) – This is a festival dedicated to the patrons and guardians of


Angeleños. After its successful launching in 2014, the festival expands to having street dancing
parade, cultural show, festival queen search, Angel décor design among others. This novelty activity
is in partnership with Sinukwan Kapmpangan and other cultural groups from public and private
schools / sectors.

j) Lubenas ning Pasku (DECEMBER) – This event was recognized in 2012 by UNESCO as a unique
heritage event worthy of submission to the World Heritage Committee, this Christmas lantern
procession dates back to the early 1800’s. Witnessed along the city’s heritage district and downtown
thoroughfares, this event is marked by a procession on land locally called limbun where two rows of
lanterns mounted on bamboo poles accompany the andas (a carroza or shoulder-borne wheeled
carriage bearing the santo, the patron saint’s image). The procession is usually composed of lanterns
in the shape of a cross, a moving fish which symbolizes prosperity, and a solitary star that is larger
than the rest. This is the lantern in competition. Trailing behind is a chanting choir accompanied by a
folk guitar, drum beats, or a marching band. The Lubenas, which is presently observed by a few
Kapampangan cities and towns, is the origin of the Philippines’ Giant Christmas Lantern Festival.
The said activity is undertaken in partnership with Holy Rosary Parish Church, Kuliat Foundation, Inc.
and Barangays .

TOURISM PROJECTS ADMINISTRATION

a) Cultural Heritage Promotion

As a result of the Cultural Mapping of Angeles City in 2012 and the continued Validation Program in
2013, the cultural heritage (built, natural, tangible & intangible) resources were identified. The next
phase involves the furtherstudy, selection, development and promotion of these identified
resources to tourists and Angeleños alike. Application of the data base, which will be undertaken by
ACTO, will come in various forms : 1. Exhibit of cultural mapping activities; 2. Museum for tangible
(artifacts) & intangible (poems, stories, songs & dances) resources; 3. Printed materials (e.g.
brochures, guidebook, activity books & heritage preservation manuals); 4. Development of a
Culinary Museum. The above-mentioned will require the expert services of creative management
and museum/heritage consultants. Some will be undertaken in cooperation with the Department of
Education.

b) Tourism Promotion (Marketing) Projects - PR & Creative Services, Tourist Drivers Development
Program, City Ambassadors Programs, Tourism Kiosks/Exhibits, Sales Missions

1. PR and Creative Services – PR adds more value to publicity by stretching the actual
advertising/promotional budget through the network of these professional public relations
practitioners. Creative services refer to the content of Advertising that ensures marketing goal is
achieved and abstract concepts (e.g. branding message) is understood concisely and clearly by
its target audience.
Angeles City Tourism Office
Main Office: 2/F Angeles City Hall, Brgy. Pulung Maragul, Angeles City 2009 Philippines
Satellite Office: 1/F Angeles City Library and Information Center Bldg.,
Sto. Entirerro St. Angeles Heritage Zone, Angeles City 2009 Philippines
Email Address: angelescitytourismoffice@gmail.com * Mobile: (+63) 977 377 1585

TOURISM PROMOTIONS AND DEVELOPMENT PROGRAM FOR 2018

2. City Ambassadors Program - This program is intended to give financial assistance or subsidy to
official participants or delegates to external events (non-city organized/promoted events) such
as community events (i.e. beauty pageants) or tourism related events. They will also be our
ambassadors of goodwill to places & events, especially events outside the city.

3. The Tourist Drivers Development Program – This project will be piloted at frontline jeepney and
tricycle terminals, where tourists enter the city. Drivers from selected terminals will be regularly
trained in effective customer service and techniques in tour guiding in the city’s tourism places
and attractions.

4. Tourism Exhibits/Sales Missions – These are organized year round by government and private
entities. Participation in these events position , re-position, create and re-create awareness
about Angeles City. The Tourism Kiosk Program is essential for this promotional activity. A
number of these appropriately designed, manned and fully equipped kiosks should be
permanently placed in strategic areas of high tourist traffic, e.g. Balibago, inside prominent
malls, etc. All of the above-mentioned will require the expert services of creative management
consultants guiding and coordinating with the proposed Marketing & Promotions Division.

c) Special Tourism-Related Projects & Activities


This item is intended as a contingency for important tourism promotions projects that may come up
in the course of the year-long calendar that were not included in the planning of this budget. This
provides a degree of flexibility on ACTO’s effort to promote the city to the country and the world.
Angeles City Tourism Office
Main Office: 2/F Angeles City Hall, Brgy. Pulung Maragul, Angeles City 2009 Philippines
Satellite Office: 1/F Angeles City Library and Information Center Bldg.,
Sto. Entirerro St. Angeles Heritage Zone, Angeles City 2009 Philippines
Email Address: angelescitytourismoffice@gmail.com * Mobile: (+63) 977 377 1585

TOURISM PROMOTIONS AND DEVELOPMENT PROGRAM FOR 2018

IV. BUDGETARY REQUIREMENT

TOURISM CULTURAL EVENTS In PHP


a) a) FEBRUARY
b) National Arts Month Celebration 250,000.00
c) b) MARCH
d) Holy Week Celebration
Panata At Panalangin/Ing Ritwal Ning Banal A Panata 100,000.00
Siete Palabras 65,000.00
e) APRIL
f) SISIG FIESTA (Php 1,000,000.00)
**budget from Mayor’s Office
g) c) MAY
h) Heritage Month Celebration
i) Las Flores de los Angeles 73,500.00
Sabat Santa Cruzan 90,000.00
j) d) JUNE
k) Kalayaan Month Celebration
Re-Enactment of the First Independence Day Anniversary 350,000.00
l) e) AUGUST
m) Linggo ng Wika Activities
Aldo Ning Amanung Sisuan Celebration 100,000.00
n) f) SEPTEMBER
o) Kick-Off Event For Fiestang Kuliat/Press Conference 100,000.00
p) g) OCTOBER
q) Fiestang Kuliat Month Celebration
Fiestang Angel, La Naval & Apu Supporting Activities 40,000.00
Calesin/Tilbury Race 50,000.00
Mamialung Tamu -
GraciAngeles: Festival of Angels 350,000.00
Ginoo At Mutya Ning Angeles (Pre-Pageant, Charity Visit, Heritage
Walk and Talk, Seminars, Personality Development, Team Building) 1,000,000.00
r) h) DECEMBER
s) Paskuhan Concert @ PNR 200,000.00
Ing Lubenas Ning Pasku -
Sub-Total 2,768,500.00
TOURISM PROJECTS ADMINISTRATION
a) Tourism Promotion (Marketing, PR, Creative, Training)
b) Projects - Road Show & Benchmarking 50,000.00
c) Special Projects & Activities (Tourism Related)(Incl. P.Y.) 183,300.00
Sub-Total 233,300.00

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