Could a beauty queen help transform local tourism?
In Iloilo, the provincial government is banking on it. Crowned Miss Eco International Philippines 2025, Alexie Mae Brooks has been appointed as the ambassador for the “Turista sa Barangay” program, aimed at developing barangays into bustling community venues for tourism.
Launching a New Tourism Initiative
The “Turista sa Barangay” program, announced by Governor Arthur Defensor Jr., is set to launch soon, with Brooks leading the charge. Defensor emphasized the importance of this program, highlighting its goal to turn barangays into hubs of tourism activities and points of care for tourists visiting Iloilo.
“Congratulations to Alexie. Very timely that we have an ambassador for tourism. We want to institute Turista sa Barangay, a program to develop the barangay as a community venue for tourism events and activities,” Defensor said.
The Role of Barangays in Tourism
Barangays, as the smallest administrative divisions in the Philippines, are pivotal in this initiative. The plan involves preparing residents to serve as the front line for tourism, thereby creating livelihood opportunities and fostering community development.
Defensor stated,
“We engage the beneficiary as the front line. We want Alexie to be the front line here as we sell Iloilo in the new approach for our tourism.”
This initiative underscores the strategic shift towards community-based tourism, leveraging the unique cultural and natural assets of each barangay to attract visitors and stimulate economic growth.
Alexie Mae Brooks: From Beauty Queen to Tourism Ambassador
Alexie Mae Brooks, a 22-year-old resident of Leon municipality, has a decorated pageant history. She represented Iloilo City in the Miss Universe Philippines pageant and was crowned Miss Iloilo during the 2024 Dinagyang Festival.
Her new role as the “Turista sa Barangay” ambassador aligns her public presence with a cause close to her heart – promoting her home province.
The Cultural Significance of the Dinagyang Festival
The Dinagyang Festival, where Brooks earned her Miss Iloilo title, is a cornerstone of Iloilo’s cultural identity. Celebrated annually, it honors the Santo Niño (Holy Child Jesus) and commemorates the arrival of Malay settlers and their pact with the indigenous Ati people.
Religious and Cultural Celebrations
The festival, originating in 1968, features vibrant street dancing, music, and performances by Ati tribe warriors. It blends religious devotion with cultural heritage, making it a profound expression of Ilonggo faith and identity.
Event |
Description |
|---|---|
| Religious Significance | Celebration honoring the Santo Niño, highlighting the devotion to Sto. Niño de Cebu. |
| Cultural Significance | Commemorates the pact between Malay settlers and indigenous Ati people. |
| Major Highlights | Ati Tribe Competition, Kasadyahan Festival, Miss Dinagyang pageant. |
Governor Defensor’s Vision
Governor Defensor’s vision for “Turista sa Barangay” involves integrating these cultural elements into the tourism strategy, ensuring that visitors experience the rich heritage of Iloilo.
Defensor noted,
“We are working on the executive order and hope to sign it this weekend.”
The Road Ahead for Iloilo’s Tourism
The appointment of Alexie Mae Brooks as the “Turista sa Barangay” ambassador marks a significant step towards a more community-centric tourism model. Her influence and popularity are expected to draw attention to Iloilo’s diverse offerings, from its festivals to its local attractions.
A Bright Future for Barangay-Based Tourism
With the “Turista sa Barangay” program, Iloilo is set to redefine its tourism landscape, focusing on grassroots involvement and showcasing its cultural richness.
As Alexie Mae Brooks takes on her new role, the synergy between her ambassadorial duties and Iloilo’s tourism goals promises to create a lasting impact on the province’s economic and cultural development.
Sources: THX News, Camella, Carnifest, Wikipedia, MB & Philippine News Agency.
