DAVAO CITY—The Philippine eagle has taken center stage: it has, in fact, become the new face of this city as the local government unveiled its new branding campaign to boost the tourism industry here.

Tourism could help propel the city’s economy, said Mayor Sara Duterte during the branding rites. “This is where the money is.”

“What is it in Davao City that we want to present to the market? We have the Philippine eagle, we have the durian and pomelo. We go to Samal [beaches] for lunch or we go to Eden [Nature Resort] to picnic. These are the things we need to promote,”Duterte said before foreign diplomats, businessmen and government officials at the Grand Menseng Hotel.

The city government, Duterte said, launched the campaign not just to attract tourists but also to make the residents become aware of their city’s beautiful spots, which they have been taking for granted.

The city’s top tourist destinations are the Philippine Eagle Center in barangay Malagos, Baguio District; the Malagos Garden Resort; white-water rafting in Calinan; the Davao Crocodile Park; the Matina Town Square; and a zipline adventure in the outskirts of the city.

“We wanted a campaign that every Davaoeño should put in their hearts,” Duterte pointed out while referring to the campaign tagline “Life is Here.”

“Life is here for me because my family lives here. Each of you, ask yourself why life is here,” she said.

The campaign materials carry the photo of the Philippine eagle with a headdress and the tagline.

In her second State of the City Address on Tuesday, Duterte urged tourism stakeholders to support the campaign by carrying the collaterals in their promotional materials. She said the city aims to capture the top spot as the country’s most-visited destination.

“We intend to localize the campaign so that Davaoeños will always be reminded of how we should give value to our city as a way of showing our patriotism,” the mayor said.

Duterte cited the ArawngDabaw every March 16, Summerfest, Kadayawan every third week of August and Pasko Fiesta as the major events for the city.

Jayson Magnaye, city tourism officer, told reporters the branding gives the city a clear identity, adding that it is targeting the domestic market for now.

Magnaye said the city initially spent P1.5 million for the branding campaign.

In Photo:Davao City Mayor Sara Duterte leads the unveiling of the new tourism branding on Wednesday.KEITH BACONGCO