THE ISLAND Garden City of Samal (IGACOS) officially entered a new era of tourism on Saturday, March 7, as it unveiled its new tourism branding, “Dive Into Beauty,” at the City Hall Grounds.
The launch, which served as one of the centerpieces of the city’s 28th founding anniversary, introduced a comprehensive identity designed to position the island as a premier sustainable destination in Davao Region.
The tourism campaign was introduced through a cinematic audio-visual presentation that detailed the four essential pillars of the Samal experience:
- Nature and Wellness (highlighting pristine beaches, marine sanctuaries, and tranquil waterfall escapades)
- Culture and Community (celebrating the heritage of the Sama tribe and local island traditions)
- Adventure and Experience (showcasing world-class diving, island hopping, and inland tours)
- Sustainability and Stewardship (emphasizing eco-friendly practices and community-driven marine protection).
Noel Daquiaog, consultant to the City Mayor on Tourism and Investment, emphasized that the brand is more than just a marketing tool.
“This was crafted to capture the essence of Samal while providing clear direction for how tourism will be developed, managed, and sustained in the years ahead,” Daquiaog stated. He noted that the framework ensures growth remains inclusive and rooted in the island’s spirit.
Central to the new identity is a modern logo featuring a distinctive wave-shaped letter “M.” Marketing Consultant Reymond Pepito explained that the design is a visual tapestry of the island’s icons.
”It symbolizes the waves of our crystal-clear waters and our lush mountains. It incorporates the taklobo (giant clams), our famous bats, the bigiw (traditional outrigger), and even the upcoming Samal Island-Davao City Connector Bridge,” Pepito shared.
While the branding highlights the island’s physical wonders, officials were quick to point out that the people are its greatest asset. City Mayor Lemuel T. Reyes moved the crowd by dedicating the brand to the local community.
”The strength, warmth, and resilience of our people—our fisherfolk, our workers, our entrepreneurs—that is where true beauty is found,” the Mayor said.
Echoing this sentiment, Department of Tourism XI Regional Director Tanya Rabat Tan, represented by Kat Anuta Rubio, lauded the initiative. “The new branding encapsulates the very heart and soul of the island. May this serve as an invitation to our tourists to dive deep into the beauty and richness of this island paradise.”
The “Dive Into Beauty” launch concluded on a high note, drawing cheers from residents and visitors alike. As IGACOS celebrates 28 years of cityhood, the new brand stands as a testament to a community united by pride, ready to welcome the world with open arms and a sustainable vision for the future.
