The latest promotional video of Laguindingan International Airport delivers a compelling narrative—an airport that connects people not only to destinations, but to purpose. It speaks of passion, dreams, family, love, work, and adventure across Northern Mindanao. It is, in many ways, a celebration of movement and meaning.
But amid the sweeping visuals and inspiring message, one question has quietly surfaced among viewers:
Where is Misamis Oriental in this story?
For a province that hosts the region’s primary gateway, its limited presence in the visual narrative feels like a missed opportunity. This is not about fault-finding, but about reflection—an honest look at how destinations are positioned and remembered.
When Northern Mindanao is mentioned, familiar names immediately come to mind: Cagayan de Oro for adventure, Bukidnon for its cool highlands, Iligan for its waterfalls, and Camiguin for its island charm. These destinations have established strong identities through consistent and strategic storytelling.
Meanwhile, Misamis Oriental—despite its rich natural and cultural assets—often remains less visible in the broader conversation.
A Province Rich in Potential
This is not due to a lack of destinations. On the contrary, Misamis Oriental offers a diverse range of experiences—from the coastal forest trails and rich marine biodiversity of the Initao-Libertad Protected Landscape and Seascape, to the calm and inviting shores of Mantangale Alibuag Dive Resort, and the spiritual significance paired with panoramic views at the Divine Mercy Shrine. Beyond these well-known spots are waterfalls tucked within municipalities, river systems ideal for eco-tourism, and communities rich in culture and heritage. With 23 municipalities and 2 component cities, the province holds a wide array of stories waiting to be told.
The Challenge of Visibility
The question, then, is not whether Misamis Oriental has something to offer—it clearly does.
The challenge lies in how these stories are told, and how often they are seen.
Many local government units actively promote their own attractions, but these efforts often exist in isolation. Without a strong, unified provincial narrative, the impact becomes fragmented. In a competitive tourism landscape, visibility is shaped not only by assets, but by consistency, coordination, and clarity of message.
It is also important to recognize that Misamis Oriental has made efforts to promote its tourism destinations. Various municipalities and local offices have initiated campaigns, events, and features to showcase what the province has to offer. However, these efforts, while commendable, may not yet match the level of consistency and intensity needed to significantly elevate the province’s visibility. In today’s highly competitive tourism landscape, promotion requires not only presence but sustained, coordinated, and strategic storytelling. Strengthening this approach at the provincial level could help unify these individual efforts into a more impactful and recognizable identity for Misamis Oriental.
Learning from What Works
A useful comparison can be drawn from Camiguin. Over the years, its provincial government and tourism office have maintained a cohesive branding strategy—consistently highlighting the island’s identity across platforms and campaigns. This unified approach has helped elevate its profile both nationally and internationally, earning recognition such as inclusion in The New York Times 52 Places to Go in 2026.
The takeaway is not to compare, but to understand what effective, sustained promotion can achieve.
A Moment for Realignment
The Laguindingan airport video may not have intended to spotlight every destination equally. Yet the public response reveals something important: people are paying attention, and they are looking for representation.
This moment can serve as a meaningful opportunity for Misamis Oriental to reassess its tourism direction—not as a reaction, but as a step toward long-term growth.
A more unified provincial campaign, stronger collaboration among municipalities, and consistent storytelling can help bring its destinations into clearer focus—not just for visitors, but for the region itself.
Moving Forward
Misamis Oriental is not lacking in beauty, culture, or experience. What it needs is a stronger presence in the narratives that define Northern Mindanao.
Because in tourism, being part of the map is not enough.
You have to be part of the story.
