By Jinggoy I. Salvador
The Davao Tourism Association (DATA) has come a long way. Since its inception in 1974 by a handful of believers with a goal of strengthening the local tourism industry and promoting the city as a major tourist destination in the Philippines and the region, DATA has grown into the biggest and longest running private sector tourism organization in Davao 50 years hence. Today, DATA has more than 300 member establishments from varied tourism companies in the hospitality, food and beverage, travel, educational and allied industries.
Celebrating “Bulawan, Limang Dekada ng Data” (Bulawan is Cebuano for gold) in August was timely. It’s also the Kadayawan Festival month, the 39th for the city, making it a double celebration. Back in the 70s, DATA led this festival, which was called the Apo Duwaling Festival then. It transitioned to Kadayawan Festival years after.
DATA president Nicole Hao Bia-Ledesma warmly welcomed everyone present—the members, the government partners, and the deputy mayors of the 11 tribes of Davao.
“Tonight, we commemorate both the past and the future. Over the past five decades, DATA has proven to be the strongest and biggest private-led tourism association in the South of the Philippines. The association’s solid contribution to the progressive endeavors of the city government and the Department of Tourism is a testament that togetherness to a common goal takes us higher.”
Working with the same mission in pushing local tourism to the forefront, the Davao City government has always been DATA’s parter in this advocacy. Reiterating its support, Mayor Sebastian Duterte thru Councilor Al Ryan Alejandre said in his message, “Bound by the shared goal of advancing the city's tourism industry, this Association has been our consistent partner throughout the years in exploring extensive areas for promotion, sustainability, and innovation of our local products and other tourism assets. With the celebration of this milestone for DATA, we express our gratitude for your persistence and commitment toward furthering our mark on the map as one of the most recognized tourism destinations in the country. Rest assured that the City Government of Davao will remain ever-supportive of your endeavors aimed at assisting in the development of the economy and bringing the entire industry to greater heights in the upcoming years.”
Fifty years of shared vision form a bond beyond work and friendship, it forms a family. Families celebrate together, families reminisce together. The affair was fun as it was nostalgic. There are those who made significant contributions to the industry but only fond memories remain. They were remembered.
The organization’s past presidents were introduced and honored during the affair. These Davao tourism prime movers gamely took the ballroom floor for a special performance. Then the current officers followed suit with their own number. These kicked off the party mode of the affair.
Also present at the milestone event were Secretary Christina Frasco of the Department of Tourism (DOT) and Tourism Promotions Board (TPB) Chief Operations Officer Maria Margarita Nograles, a Dabawenya.
“DATA’s commitment to tourism has been instrumental in establishing Davao as a thriving destination. The passion, creativity, and excellence of DATA’s officers and members over the past half-century have created opportunities, sparked economic growth, and fostered a legacy of meaningful advocacy and unity rooted in pride of place and love of country,” said the DOT secretary in her message.
As the party reached its peak and just before the dance party commenced, Mary Ann Montemayor, past president and 50th anniversary event chairman, praised the everyone, saying, “This golden anniversary is very meaningful to us because like the finest of gold, we, as an organization, has gone through the fiery furnace. It has been a rollercoaster ride the past 50 years but tonight, we stand tall, validating and affirming that the battle cry we embraced over the last five decades gave us the sweet victory we celebrate this evening, and that battlecry was, and still is ‘for the love of DATA!’”
