SAMAL, Davao del Norte – The Island Garden City of Samal officially launched their new tourism campaign dubbed “Dive Into Beauty” during their 28th founding anniversary celebration Saturday, March 7.

The Samal Island Tourism Brand Grand Launch gathered tourism stakeholders and government officials at City Hall Grounds to celebrate the island’s identity as one of Mindanao’s premier destinations.

Noel Daquioag, Igacos Special Adviser to the Mayor on Tourism and Investments, highlighted the branding's meaning, reflecting the city’s efforts to make Igacos the country's best dive destination.

Daquioag said this is the first time the island city had a tourism brand following their previous tourism tagline, "Life Starts Here," which complements Davao City's "Life is Here."

"Every destination has its story. Today, we unveiled a tourism brand that reflects the beauty, the spirit, and the identity of our island," Daquioag said. "We are inviting everyone to experience Samal."

Igacos Mayor Lemuel Reyes congratulated tourism stakeholders and reaffirmed the city government’s commitment to sustainable tourism development.

"Dive Into Beauty is our promise for tourism in Samal – a tourism that is responsible and inclusive," Reyes said as he emphasized the hospitality, warmth, and resilience of people in Samal.

In a message read by Kat Anuta Rubio, Supervising Tourism Operations Officer of the Department of Tourism-11, Regional Director Tanya Rabat-Tan vowed the agency's support for Igacos.

Tan congratulated everyone, including the people of Samal, on the city’s milestone anniversary, describing the celebration as a testament to the community’s collective strength and resilience.

She said the celebration highlights the stories and shared experiences that shaped Samal’s identity, emphasizing that communities grow stronger when they care for their people, heritage, and natural resources.

According to Tan, Samal has become a beacon of environmental stewardship and marine conservation, serving as an example of an inclusive, sustainable, and rapidly progressing city.

Tan welcomed the launching of the Dive Into Beauty brand, saying it captures the heart and soul of the island and serves as an invitation for tourists to explore the destination.

“Department of Tourism-11 gladly celebrates with you and stands proud as the Davao Region is home to one of the country’s treasured gems, Samal Island,” Tan said.

A highlight of the launching was the brand-reveal audiovisual presentation, complemented by performances from students of the Special Program for the Arts at Samal National High School.

Reymond Pepito, a marketing consultant, presented the brand narrative and key pillars that position Samal as a destination defined by its marine wonders, natural landscapes, and authentic island culture.

The campaign introduces the island’s brand pillars – nature and wellness, culture and community, adventure and experience, and sustainability and stewardship – to position Samal as a premier ecotourism destination in Mindanao.

Central to the brand is the new tourism logo, featuring a distinctive wave-shaped letter M that symbolizes waves, mountains, and lifeforms, which Pepito said reflects the harmony of land, sea, and people that defines the Samal experience.

Tourism stakeholders expressed their support through a Stakeholders’ Commitment led by Samal Island Tourism Council President Ruby Uy, symbolizing a united effort among the government, industry partners, and the community to promote the new tourism brand.

Located just minutes away from Davao City, the Island Garden City of Samal is known for its white-sand beaches, vibrant coral reefs, waterfalls, caves, and laid-back island communities.

With the upcoming Davao-Samal Connector Bridge expected to significantly improve accessibility, Daquioag said Samal is poised to welcome more visitors seeking authentic island experiences in the southern Philippines.

The city continues to promote its vision as “a livable and resilient island garden city,” while inviting travelers to experience the island's natural beauty and cultural richness through its newly launched tourism brand.