In a landmark move to strengthen cultural preservation and drive heritage-based tourism, the Department of Tourism – Region III (DOT-3) formally activated the region’s first cultural hubs in Pampanga and Bulacan through a series of ceremonies held last June 18, 2025.
Santungan Ning Kulturang Kapampangan
Held at the historic Santungan Ning Kulturang Kapampangan in City of San Fernando, Pampanga, the activation event was a celebration of Kapampangan pride, resilience, and shared cultural identity.
Dr. Lourdes Javier, Vice President of the Foundation for Lingap Kapampangan Inc., opened the program by emphasizing the milestone as a result of collective Kapampangan efforts, calling the cultural hub “a space for meaningful exchange.”
In her remarks delivered in Kapampangan, Pampanga Board Member Atty. Claire David-Lim, representing Governor Dennis “Delta” Pineda, declared, “Midinan tahanan ing kultura” (We have given culture a home), highlighting the province’s renewed commitment to cultural preservation.
DOT-3 Regional Director Dr. Richard G. Daenos, in his keynote speech, described the initiative as “the start of a shared journey of commitment to our culture, identity, and tourism development.” He called on tourism stakeholders to rally behind the hub, which he envisioned as a “home for cultural dialogue” and “a catalyst for heritage development.”
Ms. Sonia Soto, Executive Vice President of the Foundation for Lingap Kapampangan Inc., shared the building’s history, from being the old Pampanga High School to the UP Extension Program, and how it lay abandoned after the Mount Pinatubo eruption. “In 1995, we asked ourselves what to save,” she said. “By saving the building, we chose to save the identity of the Kapampangan.”
She described the revival of the Santungan not as mere ritual but as an act of cultural resistance: “Santungan means sanctuary” – against the ill effects of time, disaster, and cultural decay.
The unveiling of the cultural hub’s marker was led by Atty. David-Lim, Director Richard Daenos, DTI Pampanga Head Ms. Elenita Ordonio, Mr. Ferdinand Caylao (President of FLKI), Ms. Sonia Soto (EVP-FLKI), Pampanga Provincial Tourism Officer Mr. Michael Castañeda and other officials of the FLKI.
The celebration continued with a City of San Fernando Calesa Rolling Tour showcasing San Fernando’s heritage landmarks, including the Lazatin House, Tabacalera House, and the Metropolitan Cathedral, culminating at the historic Matuang Bale Café.
Video Highlights at Santungan Ning Kulturang Kapampangan
Hiyas ng Bulacan Cultural Center
The cultural celebration extended to Malolos City, where the Hiyas ng Bulacan Cultural Center was officially recognized as Bulacan’s cultural hub.
Representing Governor Daniel Fernando, Provincial Administrator Ms. Antonia V. Constantino expressed gratitude to DOT-3, noting that the initiative elevates the province’s cultural landscape. “As we open up to the world, we need to showcase our heritage and culture,” she said, calling the center “a repository of our cultural treasures.”
Vice Governor Alex Castro, through his representative Mikaela Antonette Valerio, underscored the symbolic significance of the center: “Hiyas means yaman ng ating lahi. It is the home of the arts, the stage of culture, the platform of tradition, and a bridge connecting the past and present.”
In a ceremonial launch, Director Daenos reiterated the hub’s goal as a convergence point where “culture fuels tourism.” He described it as a platform for discourse, creative expression, and authentic visitor experiences. “This is a call to action for all sectors and stakeholders to take part as co-creators of this vision,” he said.
Ms. Mae Arlene Torres, OIC of the Provincial History, Arts, Culture and Tourism Office (PHACTO), outlined Bulacan’s cultural programs and introduced the “Pamana-pass,” a local heritage passport featuring 24 museums across the province.
The ceremony also included a symbolic gift exchange among provincial representatives and a festive rolling tour aboard a vintage-style Victory Liner bus, delighting locals as it passed through Malolos’ heritage sites.
Video Highlights at the Hiyas ng Bulacan Cultural Center
A Bolder Chapter for Cultural and Heritage Tourism
The simultaneous activation of these cultural hubs in Pampanga and Bulacan marks a significant leap in the DOT-3’s commitment to cultural sustainability and inclusive tourism. As Director Daenos aptly put it, “When culture thrives, tourism flourishes, and communities are empowered.”
With these hubs serving as sanctuaries for heritage, storytelling, and community pride, Central Luzon Region positions itself not just as a destination but as a living, breathing celebration of Filipino identity.