Saturday, July 5, 2025
Samar Province left an indelible imprint at the 3rd Central Philippines Tourism Expo (CPTEx) 2025 by winning two prestigious awards: Best Eastern Visayas Showcase and Best CPTEx Booth. Held on 20 to 22 June 2025 at Robinsons Place, Marasbaras, Tacloban City, the event was an invaluable venue for Samar to present its distinctive combination of natural attractions, culture, and history.
Organized by the Eastern Visayas Department of Tourism, CPTEx’s theme “Celebrating Diversity and Shared Culture” stirred the regional tourism offices to showcase their best destinations, delicacies, and cultural treasures. Provinces converged from CALABARZON to Eastern Visayas to celebrate and share the Philippines’s beauty, and Samar was a standout performer.
The Winning Booth: Showcasing Samar’s Ecotourism and Cultural Richness
Samar’s booth at CPTEx 2025 was much more than just a display; it was an immersive experience. It brought visitors closer to the province’s eco-cultural offerings, from adventure tourism to culinary delights. One of the primary attractions was the showcase of natural wonders such as the Sohoton Caves, Lulugayan Falls, and the Samar Island Natural Park. These are just a few examples of the province’s breathtaking ecotourism sites, which are not yet widely explored but offer vast potential for adventure-seeking travelers.
Moreover, Samar’s tourism booth offered an exhilarating experience of the Ulot River’s Torpedo Boat Adventure, a unique water excursion that is rapidly becoming a must-try activity for thrill-seekers. Visitors were captivated not only by the picturesque landscapes but also by the local delicacies served during the “Secret Kitchens of Samar” mini buffet, where they tasted authentic regional dishes that tell stories of the province’s rich heritage. The food aspect, which combined flavors with history, helped solidify Samar’s identity as a destination rich in cultural experiences.
Cultural and Craft Exhibits: Banig Weaving and Local Pride
Another feature that set Samar’s booth apart was the display of the renowned Banig crafts from Basey, Samar. These intricately woven mats are a symbol of the province’s craftsmanship, passed down through generations. Visitors were able to appreciate the skill and artistry involved in creating these handwoven treasures, highlighting the dedication of local artisans.
Throughout the three-day event, various activities and live performances filled the booth. From trivia games to cooking challenges and vibrant cultural dances performed by Banigan Festival dancers, Samar was able to offer a holistic view of what makes it special. The performances were not only meant to entertain but also to educate visitors about the province’s customs, traditions, and festivals that bring it to life year-round.
A Unified Representation of Samar’s Potential
Despite the fact that only three local government units (LGUs)—Basey, Calbayog City, and Catbalogan City—were physically present at the event, Samar successfully presented itself as a unified tourism destination. Promotional materials, tour packages, and immersive experiences showcased the province’s thematic journeys, such as the Tandaya Trails, which promote off-the-beaten-path adventures and community-based ecotourism.
The province demonstrated that it is not just a place of individual tourist spots but a cohesive and thriving tourism destination. Lemuel Palejaro, the supervising tourism operations officer at the Samar Provincial Tourism Office, highlighted this during his commentary: “While the spotlight may have been on a few LGUs, the entire province was represented. We don’t just bring a city or municipality—we promote the entire province.”
This holistic approach to tourism promotion allowed Samar to capture the attention of event visitors and officials alike, contributing significantly to its double recognition at CPTEx 2025.
Why CPTEx Matters for Emerging Destinations like Samar
Although CPTEx is not a competitive event, recognition at such prestigious expos is crucial for provinces like Samar that are still carving out their space in the tourism industry. These travel expos serve as strategic investments in a region’s visibility, partnerships, and growth. By participating in such events, Samar was able to not only showcase its tourism products but also engage with stakeholders, partners, and travel agencies from different regions.
Palejaro emphasized the importance of these trade development activities, noting that they are essential for emerging destinations like Samar: “Participating in trade development activities like CPTEx is essential for emerging destinations such as Samar, as it helps establish our region as a must-visit destination.” He further added that these expos foster collaboration, open new markets, and provide platforms for local tourism stakeholders to showcase their unique offerings.
DOT-8 Director Karina Rosa Tiopes also lauded the success of the event, stating, “These gatherings have brought our regions closer together. They have created platforms for emerging destinations, helped open new markets, and provided more visibility and opportunities for our tourism stakeholders.”
Samar’s Rising Era: A Star on the Tourism Horizon
Samar’s double victory at CPTEx 2025 is a clear indication that the province is no longer a hidden gem but a rising star in the Philippine tourism industry. With travelers increasingly seeking authentic, eco-friendly, and culturally rich destinations, Samar is poised to welcome visitors with open arms and warm smiles.
The province’s unique blend of adventure tourism, eco-cultural experiences, and rich culinary heritage places it in a strong position to capitalize on the growing global trend for sustainable and immersive travel. The recognition it received at CPTEx 2025 serves as a validation of its tourism potential and an encouragement for continued investment in the region’s tourism infrastructure.
As more travelers look for off-the-beaten-path experiences, Samar is set to become a must-visit destination, offering something for everyone—from nature lovers to culture enthusiasts and thrill-seekers.
Conclusion: The Future of Samar Tourism
Samar’s success in joining CPTEx 2025 is a testament to its ever-increasing significance on the tourist map of the Philippines. Its distinctive blend of nature’s wonders, cultural richness, and creative tourist attractions is placing it prominently among the Philippines’ must-go destinations. As it continues to gain accolades for tourist attractions, the province is rapidly gaining ground to become a leading destination within Eastern Visayas and beyond.
References: Department of Tourism (DOT) – Eastern Visayas, Central Philippines Tourism Expo (CPTEx) 2025, Philippine Information Agency (PIA)
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