In the meeting of the Eastern Visayas Regional Development Council (RDC) last February 16, 2006, a tourism and product promotion event called “Kauswagan” was proposed to be held at the SM Mega Mall in Mandaluyong City this September 2006.

A history of past promotion efforts were given. After some discussion the RDC decided to create a committee to study how to make such a showcase create a substantial market for our tourist destinations and products.

Even if statistics on tourist arrivals were presented, it was not clear whether such arrivals were the result of past showcases.

As reported by a member from the private sector, there seemed to be a feeling that these events did not result in the desired increase in product sales and tourist arrivals.

It was also reported that the producers in the WOW Philippines (Best of Eastern Visayas) events the past three years in Intramuros, Manila were relegated to the background while tourism booths and cultural shows took center stage. This, purportedly, reduced their sales.

The idea of merging tourism and small scale industry promotion has to be conceptualized properly because as it is, both objectives – tourism promotion and increased product sales, may not be achieved.

The visitors to these events may be confused as to whether they are there as would-be tourists or as buyers.

When an event is serving two distinct markets, there certainly will be problems of serving both of them in an effective way.

The right mix must, therefore, be found since having them in one event of the “Kauswagan” type may be a cost-effective way of doing it.

In the final analysis, it is not the showcase event that is the objective. What happens after the event is more important and must be carefully planned, implemented and monitored. These would include its effects on production, jobs, and incomes in Eastern Visayas.