Unbeknownst to many, the Tourism Promotions Board of the Philippines (TPB), the marketing arm of the Department of Tourism (DOT), has been conducting marketing enhancement workshops with community-based tourism (CBT) stakeholders from several communities nationwide.
Tourism Promotions Board of the Philippines Conducts Community-Based Tourism Workshop for Weavers in Ilocos Norte
The most recent CBT training took place in San Nicolas, Ilocos Norte, on October 11–12, just prior to the twelfth Annual Regional Travel Fair held at Robinsons Place in the same municipality. The Sola Hotel served as the venue for the two-day workshop that brought together weavers from across Ilocos Norte.
The discussion included a variety of subjects designed to teach stakeholders from local weaving communities how to broaden the reach of their creations, allowing active weavers to enhance their revenues while also conserving their traditions.
Aside from holding workshops—such as this one for Inabel weavers, where valuable insights regarding branding, marketing, product development, social media presence, and strategic pricing were shared—the TPB also donated livelihood starter kits to each community so that they could quickly ramp up production and apply the new knowledge gained from the sessions.
Apple Allison, a brand builder and idea accelerator who was one of the three speakers invited by the TPB to lead the workshop, believes the two-day gathering succeeded in providing a good opportunity for the weavers to learn how to price their creations strategically. This ensures their handcrafted products are valued more for their inherent skill and creativity than for a traditional labor fee based on a per-yard output or the minimum daily wage.
Allison also expressed amazement at the Inabel woven creations, noting that if provided with a sound marketing plan, they would surely attract a wider market—not only in the Philippines but also in international sectors. “They can weave intricate patterns even without seeing the front side of the textile,” she said. “This is the first time I've seen that kind of weaving process na nakabaliktad ang latag—kung baga, ang likod na part ang nakikita ng weaver at hindi ang front—yet they can still weave the pattern on point, hindi nagkakamali. For me, grabe ang brain energy,” Allison added.
Inabel is derived from the Ilocano word abel, which means "weave." The Inabel fabric, which is uniquely Ilocano in origin, is made of cotton and can be plain or patterned. The softness, exquisite patterning, and structural strength of Abel fabric are well known and highly valued.
Ilocos weavers use a range of pattern types to weave on hardwood pedal looms. Designs are developed for a variety of purposes; one of the most prominent is the Kusikok or Kusikos, which is made up of swirling and whirlwind shapes and is customarily believed to protect the wearer from evil spirits.
TPB’s Nationwide CBT Programs
This writer has personally witnessed the Tourism Promotions Board of the Philippines’ CBT endeavors in several destinations. Strategic examples include the marketing and sustainable management of five ecotourism sites in Sagay, Negros Occidental, alongside a series of marketing enhancement workshops for various communities in Buhi, Camarines Sur; Iloilo City; and Capiz, just to name a few.
This latest CBT stop in Ilocos Norte will not only help promote the fine art of Inabel weaving, but it will also empower weaving communities to take more control of their creations through proper marketing, pricing, and product development. This includes bridging traditional designs with modern applications—such as incorporating Inabel cloth into contemporary fashion apparel, accessories, and footwear—rather than focusing solely on common items like table runners, tablecloths, and curtains.
“I love witnessing the spark of joy and excitement in their eyes, with a renewed fire in their hearts for the craft that they do while learning new things—especially after participating in the interactive activities as part of the CBT workshop,” Allison said.
After the two-day workshop, the twelfth Regional Travel Fair started in the nearby Robinsons mall, where the weavers were given a prime space to showcase their creations. According to some of the weavers we talked to, the showcase was a success, as countless mall-goers purchased many of their displayed creations, while others ordered customized Inabel cloth of several sizes and varying designs.
Meeting a National Living Treasure
It is quite rare to be graced by the presence of a National Living Treasure. On the following day of the program, this writer accompanied other media writers on a tour of actual weaving centers in several communities across Ilocos Norte. One of them is located in the town of Pinili. We met Lola Magdalena Gamayo, who, at ninety-nine years old, is still carrying on the legacy of Inabel weaving while also passing it on to the next generation.
Lola Magdalena, a GAMABA (Gawad sa Manlilikha ng Bayan) awardee since 2012, is one of only sixteen Filipino artisans to receive this recognition. Lola Magdalena, who is looking to become the first centenarian National Living Treasure next August, is passing on the Inabel heritage to younger weavers by participating in a series of workshops here at the Pinili Inabel Center in Nueva Era, Ilocos Norte.
As Lola Magdalena approaches her one-hundredth birthday, the craft of Inabel weaving looks forward to another century of being a major part of the Ilocos region's arts and cultural scene—and with the public's support, it undoubtedly will be.
Photos 2, 3 & 4 courtesy of Uno Adventures.
