DOT launches cultural hubs in Bulacan and Pampanga
Cooltura by Jeoff “Jopay” Solas
In a move to strengthen the cultural and heritage tourism landscape of Central Luzon, the Department of Tourism (DOT) Region 3 officially launched its first-ever cultural hubs in Pampanga and Bulacan on June 18, 2025.
These hubs—Santungan Ning Kulturang Kapampangan in the City of San Fernando and the Hiyas ng Bulacan Cultural Center in Malolos—are envisioned as platforms where local artistry, traditions, and knowledge systems can flourish and be shared widely.
Spearheaded by DOT-III Regional Director Dr. Richard Daenos, the whole-day affair celebrated culture not only as an identity anchor but as a potent driver of tourism.
“The Cultural Hub initiative is not just an infrastructure project; it is a movement that acknowledges our people’s creativity and heritage as central to tourism development,” said Daenos during his keynote speech in Pampanga.
Esteemed cultural advocate Ms. Sonia Soto highlighted the significance of Santungan as a venue to preserve indigenous expressions and contemporary interpretations alike. The unveiling of the official marker was led by key cultural stakeholders including Mr. Fer Caylao, Mr. Michael Castañeda, and the DOT leadership. The event also launched the Pamanang Gitnang Luzon initiative, a broader campaign promoting regional cultural awareness.
Participants were then treated to a heritage Kalesa tour through San Fernando’s historic sites, a symbolic journey to appreciate the tangible and intangible heritage that underpins the Kapampangan identity.
By midday, attention shifted to Bulacan following a luncheon at the iconic Bistro Maloleño where guests converged at the Hiyas ng Bulacan Cultural Center. The ceremony included the unveiling of the center’s official marker, a symbolic gift exchange, and the launch of the “PASS-yal Museo Bulacan Pamana Pass,” a local tourism incentive program under the Provincial History, Arts, Culture and Tourism Office (PHACTO) led by Arlene Torres.
Both venues now serve as formal gateways to immersive cultural experiences. From museum visits to rolling tours, culinary immersion, and performing arts, the hubs are designed to attract both local and international tourists seeking authentic Filipino heritage.
Join the Movement: Call for Cultural Hub Nominations
Following the successful launch, DOT-III is encouraging LGUs, cultural organizations, and creative industry players to nominate other potential Cultural Hubs across the region. The nomination process allows other towns and cities to propose spaces that celebrate local identity, craftsmanship, and community spirit.
If your community thrives on stories, customs, artistry, or indigenous wisdom, now is the time to bring it to the national spotlight. The Cultural Hub program welcomes nominations that showcase a commitment to sustainability, inclusivity, and tourism growth.
To participate or access the nomination guidelines, interested parties may visit the following link:
🔗 Cultural Hub Nomination Documents and Guidelines
With tourism now more experience-driven than ever, this initiative offers a timely and relevant platform to protect, present, and profit from what truly makes a place unique: its culture. #