On September 20, the Department of Tourism – Central Luzon launched its official merchandise at 717 Coffee Co. Clark, in partnership with Syndrome Sneaker Supply. This is not your usual tote bag or mug giveaway. The collection signals a shift in how the region presents itself to travelers and locals alike.
Regional Director Dr. Richard G. Daenos opened the launch by thanking stakeholders and linking the event to World Tourism Month and the ongoing Wellness Weekend. He spoke about how tourism behavior is changing, how visitors want deeper stories, and how even coffee habits are shifting to earlier hours. His message was clear: the region is thinking differently about how to connect with people.
What started as a simple corporate giveaways plan has grown into something larger. Instead of plain merchandise, the department created wearable tourism — apparel and items designed to carry meaning. The idea is to inspire curiosity, invite participation, and remind visitors of what they can experience in Central Luzon.
The collection uses orange and blue palette to reflect the brand’s energetic character. Its icons: surfers, hikers, foodies and adventurers echo the activities that define the region. I can say that each piece feels modern, practical, and appealing while communicating a strong sense of place.
Here are the actual photos of the DOT3 Merchandise:
Dr. Daenos called on guests to “join the movement” by wearing meaning. The merchandise captures Central Luzon as an experience, a lifestyle, and a community. It positions the region as a catalyst for tourism growth and an experience to remember.
The second part of the program is a trivia game where I was grouped with KOL’s Ena Macale, Glan Manalo and Haizel Lubaton. Three rounds and we snatched the top spot! Glad I had brainy groupmates. The program is capped with a nice serving of pasta dish by 717 Co.
This merchandise is not for sale. It will be given exclusively by the Department of Tourism – Central Luzon to partners, visitors, and participants at selected events according to Sir Amiel of the DOT3.
Follow the movement through #MoveCentralLuzon #WearCentralLuzon #LoveCentralLuzon #WhereEndlessStoriesBegin