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Tourism as We Know It Is Over: How Santa Cruz, Marinduque Is Leading the Future of Travel

Santa Cruz is not Siargao, but that’s the point For those who crave constant stimulation, Santa Cruz may feel too quiet. The nightlife is the sound of crickets. Wi-Fi can be patchy. Travel here often means waiting — for the banca ride, for the fisherman’s return, for the slow rhythm of island life. But that is also the point. Santa Cruz offers the rarest commodity in travel today: the chance to arrive not as a consumer, but as a guest. To be reminded that beauty is not always in what is built, but in what is preserved https://ilovesantacruz.org/wp-content/uploads/2025/08/VID_20241018_074013-1.mp4 As the local outrigger pilot turns the engine off upon approach to the enigmatic Palad Sandbar, a collective sigh of amazement replaces the roaring vessel and blends with the gentle lapping of waves as the banca glides to a halt. Even during the height of summer, the nearly one-kilometer stretch of white sand floating off Maniwaya Island is never quite crowded. Families stake out corners for picnics, groups of friends snap photos, and children run barefoot across the shallows — but there’s always enough space to pause, breathe, and feel as though you have stumbled upon something untouched. Visit between July and September, and you may find yourself walking the entire sandbar alone, with only the tides for company. On the Santa Cruz mainland, travel itself feels like part of the experience. Verdant farmlands flank the highways, while towering coconut trees peek through mountainside slopes that rise steeply from the sea. Every bend in the road seems to open up into another vignette of countryside life: a farmer leading a carabao through a flooded field, children chasing each other across meadows, or smoke curling lazily from a distant barangay kitchen. By the time you reach the town center, the Plaza welcomes you into a space designed not as a showpiece, but as a living square — its Roman-inspired columns reimagined as backdrops for civic gatherings, concerts, or simply people watching under the afternoon sun. Santa Cruz is not Siargao. You won’t find sprawling bars thumping electronic beats until dawn, nor waves lined with foreign surfers racing for a perfect break. And yet, the absence of those things is precisely the point. Here, tourism is measured not by volume but by rhythm — the rhythm of communities who still claim their beaches, their tambayans, their traditions. There are tourists, yes, but never too many to drown out the pulse of the place. Beaches that belong to people, not postcards Maniwaya, Polo, and Mongpong are the marquee islands that dot the Santa Cruz seascape. Maniwaya is known for its sandbar, yes, but also for its laid-back shores where homestays spill directly into the water. Polo, ringed with white sand and fragrant aroma trees, shelters a secret lagoon only a short walk from its cottages — less an Instagram trap, more a place where families retreat to swim away the midday heat. On Mongpong, Ungab Rock towers dramatically, its limestone arch framing the sea like a myth etched in stone. These beaches are not exclusive enclaves nor walled-off resorts; they remain woven into the fabric of local life. Fishermen still dock their bancas in the mornings, children dive from wooden jetties, and women wash nets at the shoreline. Visitors blend into this rhythm rather than replace it. You don’t feel like a consumer here; you feel like a guest.   Waterways that tell stories Head inland, and the landscapes turn mystical. The Bathala Cave system in Barangay Ipil stretches deep into the earth, hiding lagoons that shimmer like hidden jewels. Kalangkang, a marine protected area, offers pristine waters where boulders tumble down slopes into the sea — a favorite for swimming and leisure fishing among locals who have guarded it for generations. Nearby, Bagumbungan Cave unfolds in chambers where underground rivers echo, and at the entrance you’ll often find a local artist crafting miniature Moriones masks, a reminder that in Santa Cruz, even souvenirs are born of heritage. Communal nights If you’re looking for nightlife, you’ll find it not in neon-lit clubs but in the tambayans where residents gather after a long day. Buyabod Pier, for instance, transforms into a communal hangout by night. Plastic chairs are pulled out, cold beers cracked open, and laughter drifts across the seawall. Strangers quickly become companions in conversation — about the sea, about local politics, about whatever the moment demands. These are nights not of spectacle, but of communion. Morion Camp at Dapdap Beach is another such space, especially during Lent, when it anchors cultural exchange and community rituals. The camp, like much of Santa Cruz, is not designed to impress outsiders but to sustain insiders. Tourists are welcome to join, but the essence remains rooted in local practice. The fabric of craft and tradition Culture in Santa Cruz is not relegated to staged performances. In Balogo, the rhythmic clatter of buntal weaving endures, where skilled hands transform abaca into fine hats that once made their way to Europe. In Kasily, mask makers carve and paint the fierce visages of the Moriones, each one distinct, each one carrying the weight of history. In Punong, coconut fields and meadows roll endlessly, a landscape as much agricultural as it is aesthetic, dotted with farmers who have tended them for generations. Even tourism here leans toward participation. At Panuluyan farmstay, guests eat meals from the land, and share stories with their hosts — a reminder that travel can be less about escape and more about exchange.  And when you visit local studios like Malikhaing Kamay near Bagumbungan, buying a trinket means meeting the person who carved, painted, or stitched it, not browsing a depersonalized rack of mass-produced souvenirs.  

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Tourism as We Know It Is Over: How Santa Cruz, Marinduque Is Leading the Future of Travel

Tourism as We Know It Is Over: How Santa Cruz, Marinduque Is Leading the Future of Travel As global tourism evolves, travelers are turning away from the surface-level thrills of sightseeing, searching instead for experiences that forge deeper connections with culture and community. In the heart of Marinduque, the town of Santa Cruz is seizing this moment with a bold initiative: a Craft Tourism Circuit that invites visitors to immerse themselves in its artisanal traditions, from weaving intricate buntal hats to painting the iconic Moriones masks. This year-round offering promises not just an escape but a journey into the soul of a community dedicated to preserving its heritage while shaping the future of travel. As 2025 unfolds, the global tourism landscape is experiencing a profound shift. Research shows that travelers are increasingly prioritizing meaningful engagement over superficial experiences, seeking opportunities to connect with local cultures and communities. According to Southern Living, the rise in heritage travel, cultural immersion, and volunteer tourism underscores this growing demand for authenticity and purpose-driven journeys. For rural destinations like Santa Cruz in Marinduque, Philippines, this shift presents a unique opportunity to position themselves as hubs for experiential travel. By emphasizing traditional crafts and cultural heritage, Santa Cruz can attract travelers who value connection and community. Beyond the Moriones Festival: A Year-Round Invitation While Marinduque is widely celebrated for its annual Moriones Festival, this iconic event provides only a brief showcase of the island’s cultural identity. To sustain tourism year-round, Santa Cruz is taking bold steps to diversify its offerings. Craft tourism, rooted in the municipality’s rich artisanal traditions, offers a promising path forward. By embracing the global trend of slow tourism, which encourages travelers to savor and immerse themselves in a destination’s culture, Santa Cruz aims to provide a deeper, more fulfilling experience. Visitors will not merely observe; they will engage, learn, and connect with the local community through its unique crafts. Introducing the Santa Cruz Craft Tourism Circuit In response to these trends, Santa Cruz is launching its Craft Tourism Circuit—a thoughtfully designed initiative that showcases the town’s artisanal heritage while promoting sustainable tourism practices. This year-round circuit invites visitors to experience the richness of Santa Cruz’s craftsmanship through five key destinations: Balogo Village: Buntal WeavingIn Balogo, visitors can witness the intricate artistry of buntal weaving. Using the entire buri palm, artisans create delicate hats and bags, exemplifying their skill and dedication. Devilla Village: Buri WeavingDevilla highlights the resourcefulness of its community through buri weaving, where only the palm’s leaves are used to produce durable mats and baskets. Matalaba Village: Moriones Mask-MakingMatalaba offers an in-depth look at the creation of Moriones masks, with artisans demonstrating the carving and painting of these iconic cultural symbols. Wood Carving and Nature-Based DécorThe circuit also features workshops in wood carving and nature-inspired design, where natural materials like driftwood are transformed into furniture and art pieces. Town Center: Moriones Hand-Painted Wearable ArtFinally, in the town center, the vibrant scene of Moriones-inspired wearable art bridges tradition and modernity, with hand-painted shirts and fashion accessories reinterpreting the island’s cultural icons. Empowering Artisans, Enriching Visitors The local government of Santa Cruz, in partnership with the I Love Santa Cruz Collective, a nonprofit advocating for creative industries and tourism, is spearheading this initiative. Together, they are ensuring that the Craft Tourism Circuit not only attracts visitors but also uplifts the community by channeling economic benefits directly to artisans. Investing in Storytelling and Visitor Engagement Workshops and demonstrations will allow tourists to actively participate, whether by weaving a piece of buri fabric, painting a Moriones mask, or carving wood. These experiences will emphasize storytelling, from the origins of buntal weaving to the cultural symbolism of Moriones masks, making each encounter both educational and memorable. Empowering Artisans through Capacity Building To enhance the visitor experience, artisans will receive training in public speaking, storytelling, and sustainable design practices. These initiatives will help them adapt to market trends while preserving their traditions. Enhancing Infrastructure for Craft Tourism Dedicated spaces for workshops, exhibitions, and markets will be established in each village, creating venues that benefit both tourists and local communities. Strengthening Partnerships and Marketing Collaboration with travel agencies, online platforms, and regional tourism offices will position the circuit as a flagship attraction in Marinduque. Marketing efforts will focus on digital campaigns that highlight the artisans’ creative processes, appealing to travelers seeking meaningful cultural experiences. Integrating Sustainability into Tourism Practices The initiative will prioritize eco-conscious practices, such as reducing plastic waste and using natural materials in crafts. These efforts will resonate with environmentally aware travelers and align with global trends toward sustainable tourism. Crafting a Legacy of Preservation and Growth Through the Craft Tourism Circuit, Santa Cruz is redefining its approach to tourism by centering its identity on community and creativity. This initiative exemplifies how rural destinations can thrive by offering experiences that transcend the ordinary, fostering cultural preservation and economic empowerment. As the global demand for purposeful travel grows, Santa Cruz is well-positioned to become a model for sustainable, craft-based tourism. Visitors to Santa Cruz will leave with more than souvenirs; they will carry stories, skills, and memories forged through meaningful connections with the community and its heritage. The Craft Tourism Circuit is just the beginning. This initiative is part of the ongoing development and soft-launch of the Santa Cruz Cultural Immersion Circuit, a broader effort to position the municipality as a must-visit destination for experiential travel. Starting February 2025, tourists will have the opportunity to join curated experiences that delve into the artistry and heritage of Santa Cruz. In partnership with the I Love Santa Cruz Collective, the circuit will be marketed to hotels, resorts, and other accommodations, offering group packages at an accessible rate of PHP 1,500.00 per person for groups of 15. Travelers can look forward to a hands-on, guided exploration of Santa Cruz’s unique crafts, from learning traditional weaving techniques to painting their own Moriones-inspired wearable art. This is more than just a tourism offering; it’s an invitation to be part of a

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Santa Cruz, Marinduque Mayor Marisa Red’s Development Vision: Creating Jobs and Livelihoods Through Tourism and Creative Industries

For Santa Cruz, Marinduque Mayor Marisa Red: “Tourism when planned right, can create jobs and livelihood”. Santa Cruz, Marinduque, is betting on a bold development strategy. Under Mayor Marisa Red-Martinez, investments in healthcare, infrastructure, and creative industries are turning the town’s cultural heritage into an engine for jobs and sustainable growth. Can a focus on local empowerment and tourism transform this rural municipality into a model for economic resilience? Holy Tuesday in the usually quiet town of Santa Cruz fills the streets with a rare and lively energy. From every corner of the town center, speakers play solemn, almost haunting hymns that echo through the narrow streets. Around the plaza, small groups of locals slip into carefully crafted costumes, transforming themselves into centurions, saints, and disciples for the town’s annual Moriones Parade. Each costume reflects years of tradition and countless hours of meticulous handiwork by local artisans who have, for days, filled workshops with the sounds of stitching, cutting, and painting. Crowds gather early, staking out good vantage points along the route. Restaurants and small food stalls bustle with business as families prepare for the long procession, and hotels—some booked months in advance—are filled to capacity with visitors from across the country. The Lenten festival has become more than a celebration of faith; it has turned into a national cultural event that showcases local talent and craftsmanship. In recent years, Santa Cruz has emerged from obscurity to become a key destination, drawing visitors eager to witness its unique traditions. Moriones penitents from the Santa Cruz Centurions organization pose by the town’s decades-old municipal hall after the Holy Tuesday Gunita Parade where they join local officials and residents in costumes depicting ancient and biblical civilizations. But the story here goes beyond the pageantry. This cultural revival and economic activity are the results of deliberate steps taken by Mayor Marisa Red-Martinez, who, through a combination of social programs, infrastructure investment, and public works, has made events like the Gunita Parade more than just local celebrations. Her initiatives to improve healthcare, bolster public services, and enhance local livelihoods have laid the groundwork for these events to flourish and for tourism to grow as a viable economic engine. Tourism and creative industries are often lauded as catalysts for local economies, offering a path to sustainable prosperity for regions rich in cultural assets but short on traditional industrial opportunities. Yet, transforming a community into a hub for tourism or creative enterprise is no simple task. It requires more than promoting picturesque landscapes or hosting vibrant cultural festivals. The formula for success demands solid foundations—well-functioning social services, reliable infrastructure, and public investment—all of which are necessary to enable local populations to contribute to, and benefit from, economic growth. Without these essentials, tourism and creative sectors remain mere aspirations. Mayor Red understood from the outset that tourism and creative industries could not grow without a solid foundation. Under her leadership, millions have been directed into upgrading essential services, ensuring that Santa Cruz’s festivals and cultural offerings could support both economic growth and community pride. Each year, as the crowds grow and more locals find work tied to the festival season, the town’s potential as a sustainable cultural and creative hub becomes increasingly clear. Laying the Groundwork for Economic Transformation At the heart of Mayor Red’s vision is a strategy that begins with meeting the essential needs of her community. By focusing on healthcare, infrastructure, and social services, she has established the conditions necessary for Santa Cruz’s economic base to expand. One of her administration’s most significant achievements has been securing medical support for the town’s most vulnerable residents. Through her personal visits and lobbying efforts with national government offices, Mayor Red has secured over PHP40 million in medical assistance for indigent patients. These funds, allocated by the national government, have ensured that residents have access to critical healthcare services, relieving families of potential financial ruin and supporting a healthier workforce.  This focus on healthcare is more than a matter of public welfare. Healthy citizens are far more likely to participate productively in the economy. In industries like tourism and creative arts, where entrepreneurial spirit and hands-on work are indispensable, health stability enables locals to work confidently, without fear of financial catastrophe from illness or injury. A reliable healthcare system, then, becomes a pillar that supports economic development. Through her three-year term, Mayor Red secured funding for the construction of new village health centers which promise to expand coverage of medical services to locals as well as guests and visitors to Santa Cruz, Marinduque. Mayor Marisa Red lays the capsule for the construction of a water tank and installation of pipelines for the operation of a village deep well to enhance the town’s Municipal Waterworks services. In island-based towns across the Philippines, access to and availability of freshwater is a challenge that local communities face. The investments in infrastructure further solidify Santa Cruz’s potential as a destination. A prime example is the PHP125 million secured through the mayor’s determined lobbying of national legislators for the improvement of the town’s waterworks system. Consistent access to clean water is essential not only for residents but also for businesses, hotels, and restaurants that serve the town’s visitors. With reliable water infrastructure in place, Santa Cruz is better positioned to attract and support a growing tourism sector. Tourism and Creative Industries: Catalysts for Job Creation Tourism has long been viewed as a sector with high potential for job creation, particularly in areas with rich cultural and natural heritage. In Santa Cruz, where the scenic landscape and the renowned Moriones festival draw tourists, Mayor Red’s vision is to turn these assets into reliable sources of employment. Beyond the jobs directly tied to hospitality—such as those in hotels, restaurants, and tour guiding—her approach involves supporting a network of local enterprises that benefit from the visitor economy. Artisans, for instance, are positioned to take advantage of the growing influx of tourists by producing and selling crafts that reflect the town’s unique heritage. The Moriones

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