Cebu City Tourism Commission Relaunches Miss Cebu

By Allain Dumon Fonte

Like a phoenix that resurrects from the ashes, so shall Miss Cebu 2022 blooms to a new dawn in the Queen City of the South.  After 5 years of hiatus and whispered controversies that surround it, the Cebu City Tourism Commission is relaunching the search for Miss Cebu.   Now is truly the high time that Cebu City must crown her new queen to bring back the spirit of pride amongst Cebuanos; and to have a queen to lead us in rekindling our passion to make Cebu City number one, again.

Miss Cebu was officially relaunched on the 16^th of September 2021 at IL CORSO Mall at the South Road Properties; headed by Cebu City Tourism Commissioners, Hon. Philip Rodriguez and Hon. Cinbeth Orellano, and pageant director, Engr. Junget Primor.  The launching was attended by Miss Cebu past winners, Cebu’s celebrated couturiers: Dexter Alazas, Edwin Ao, Jun Escario, and Jun Protacio; and celebrating with them are the ladies and gentlemen of the media and of the Cebu City Tourism Commission Office.

The Relaunching of Miss Cebu.  Miss Cebu Winners:  Loise Angelique Tan-Young (Miss Cebu 2007), Kris Tiffany Janson (Miss Cebu 2009), Karla Paula Henry-Amman (Miss Cebu 2nd runner up, 2006), and Eva Psychee Patalinghug (Miss Cebu 1st runner up, 2014)

Miss Cebu…Then!

In the age of industrialization, the countries in the Asia Pacific region were coping with globalization and international trade.  The Philippines is on a strategical advantage being the gateway to the East; and made Cebu as the Queen City of the South for her central location.  Gifted with pristine beaches, abundant highlands, developing urban lifestyle, rich heritage, and friendly and skilled people, Cebu became an incomparable jewel for many investors.  So in1983, some leaders and a few stakeholders from the Hotels, Resorts, and Restaurants Association of Cebu blessed with foresight, took advantage of the opportunities, and promoted Cebu as a travel and holiday destination; rebranding Cebu as an “Island in the Pacific”.  Hence, the birth of Miss Cebu Tourism in 1984.

Miss Cebu Tourism Coronation Ceremony

The Miss Cebu Tourism became an avenue to search for a Cebuana who shall embody the characteristics of Cebuanos and promote the tourism landmarks of the region.  The Miss Cebu Tourism ran from 1984 to 1999 and has produced beauty queens that effectively promoted Cebu to the world. Because of this, Cebu was featured countless times in international travel magazines like “The Voyager”, “Adventure Travels”, “The Traveller”, “Explore”, and “Getaway”.  The pageant has also helped in establishing strong international relations with Japan.  This is the period when Japanese employees were reinforced with travel incentives.  Through the promotions of Miss Cebu Tourism, Cebu became one of the destinations for the Japanese’ travel incentives; and this paved way for direct flights to Cebu from Narita and from Osaka.

Miss Cebu Tourism also paved way for direct flights from Hong Kong; and also from Singapore.  Miss Cebu Tourism winners promoted Cebu’s landmarks, culture, arts, and crafts through a series of fashion shows and cultural trade and events in Singapore that stirred the interest of the tourists and investors alike.  Hence, Cebu City also became a venue of trade and commerce with Singapore in the mid-1980’s.

Furniture and Accessories Designer and Businesswoman, Miss Janice Banez-Minor is Miss Cebu Tourism 1984. The first to win the title and the crown.

In 2001, Miss Cebu Tourism evolved to Miss Cebu with the aim of promoting not only our tourism but also the city’s economic strengths, making Cebu as the new business hub in Asia.  From the years 2001 to 2016, Miss Cebu queens have successfully put Cebu on the globe as an industrial, trade, and tourism leader in the Southeast Asian region.  The pageant showcased the best of Cebu that intrigued numerous tourists, investors, and even global leaders to visit this small but bustling metropolis.

Miss Cebu… Now!

In the past decade, Miss Cebu also became a platform for the candidates to be the voice for the voiceless.  Candidates do not only promote Cebu; the pageant also became a stage to discuss current events and promote advocacies in uplifting the lives of Cebuanos; to ensure their welfare, to promote equality, and to implement social policies.  Through the years, Miss Cebu has elevated the standards of beauty pageants in the country and is even admired by international pageant enthusiasts.  It has gathered a pool of ladies with intellect, integrity, and with substance to lead the Cebuanos to a new era of empowered women and with a more inclusive society.  Miss Cebu has redefined the essence of femininity with the sense of style and leadership.  Because of this, Miss Cebu has produced women who are leaders in their fields; from lawyers, doctors, public servants, tourism directors, industry managers, entrepreneurs, and even business leaders.

Miss Cebu 2014 winners with Cebu City Acting Mayor, Hon. Michael Rama.  Miss Cebu 2014 was Miss Cheriemil Diane Muego.  Photos grabbed from Kit Bajar Photography.

In 2019 up to the present, the corona virus pandemic has impacted all the economic sectors in Cebu, from the tourism industry to real estate, arts, fashion, manufacturing, business process outsourcing, food, travel, and retail industries.  It is high time that Cebu must stand again on its feet and bring back its glory.  Thus, the intense clamor to bring back Miss Cebu.  Miss Cebu is no longer a mere beauty pageant; it is a wheel of development and a catalyst of economic advancement through its promotions of what the Queen City of the South can offer to the world.  In the past, Miss Cebu winners and candidates worked tirelessly as our ambassadors and brought us to a dawn of progress, and they shall do the same in this most challenging time.

Who really is Miss Cebu?         

Merce Abellana (Miss Cebu’s Five Prettiest 1986-1987) with daughter Raine Baljak (Miss Cebu 2016).  Photo grabbed from Oro Galleria.

          The year 2022 is the rebirth of Miss Cebu.  Miss Cebu’s candidates shall represent not only the tourism and the economy of the city; but they shall bring to the world our pride from the city’s crystal coastlines, lush hills, world-class urban living, deep history and rich heritage, exquisite delicacies, ecstatic festivals, thriving industries, skilled craftsmen, and esthetic arts; making Cebu as a UNESCO City of Designs.  Our candidates shall be forward-thinking and strong-willed leaders who are empathic to the needs of her fellow Cebuanos, motivating the younger generation.  And our Miss Cebu candidates will instill pride amongst Cebuanos with our roots and our identity as descendants of Rajah Daya, Datu Humabon, and Hari Lapu-Lapu; making us proud as people with unparalleled civilization enriched by colorful cultures and unequalled artistry.  This shall be a quest not only for the most beautiful Cebuana, but a search for Cebuanas who can support and promote sustainable livelihood and lifestyle; and finally, to raise the bar higher for pageantry by producing women that can shape a society, that can bring the world to Cebu, and that can redefine the meaning of women empowerment.

So, who is really Miss Cebu?  It can be you.  The search for Miss Cebu 2022 is now on-going.  If you believe that you are the woman that Cebu City needs, then please, present yourself and take the Cebuanos with you to a future of certainties, progress, and peace.