At the recent News@Hues media forum organized by the Pampanga Press Club and hosted at Park Inn by Radisson Clark, guests from the Angeles City LGU shared how the city would shape its identity through community ties, inclusivity, and cultural pride.

Ms. Louie Lazatin, Angeles City Tourism Officer, and Sir Jay Pelayo IV, City Information Officer, discussed the city’s ongoing efforts to build a tourism brand rooted in people and place. The theme “Experience. Live. Love. Angeles City.” reflects what they call the heart and talent of Kapampangans, a tourism identity to be built on authentic local stories and genuine relationships with the community.

Lazatin emphasized that “tourism with a heart” drives their vision. The city’s programs aim to include every sector, especially young Angeleños, who are given a platform to showcase their creativity. A recent series of Cultural Nights featured nine schools, proving how local talent and culture continue to thrive.

The tourism office would strengthen heritage-based experiences. Plans include heritage destinations featuring the Pisambang Maragul, the Culinarium, the Museo ning Angeles and the Pamintuan Mansion. The City Tourism Office also plans to create palengke (market) tours, highlighting everyday life and traditional trades. A jeepney tour is also being explored to give visitors a grassroots view of the city’s rhythm.

Inclusivity extends to the city’s indigenous communities. In response to a question about tourism programs for Aeta groups, Lazatin shared the success of Aeta Day held last October 10, where participants presented cultural practices rooted in natural resources. What could be next is how to translate these programs into tourism experiences.

When asked how Angeles City handles large-scale visits or educational tours, Pelayo noted that coordination with the tourism office is key. The team is ready to assist in organizing Angeles City Heritage Tours and other cultural experiences tailored for visiting of different sizes visiting groups.

The discussion underscored that Angeles City’s tourism development isn’t about attraction counts or visitor numbers but about connection, trust, and shared stories. Tourism here is as much about the people as it is about the places.