04/05/2026
‘𝗡𝗔𝗚𝗔 𝗜𝗦 𝗧𝗛𝗘 𝗛𝗘𝗔𝗥𝗧’
Leni: Our true charm goes beyond typical attractions
Mayor Leni Robredo on May 1 underscored that the deep love and pride Nagueños have for Naga go beyond physical attractions, saying the city’s appeal lies in the feeling of belonging, community, and shared identity that cannot easily be described in words.
Speaking at the jam-packed Metro Naga Sports Complex during the launch of the city’s new tourism brand, “Naga is the Heart,” Robredo said it has always been difficult for Nagueños to explain what makes the city special.
“Every time, it is difficult to give just one answer — difficult to point to only one thing, one place, or one destination. The reason why we love Naga and take pride in it cannot be explained in a single word. Because it is a feeling. An emotion that is hard to describe,” she said.
Robredo acknowledged that Naga may not possess the large-scale attractions commonly associated with major tourist destinations.
“Our city may be small compared to others. We do not have everything that other places have. We do not have the typical attractions that tourists constantly flock to,” she said.
Despite this, the mayor stressed that Naga’s strength lies in the experiences and connections shared among its people. She described the city as a “happy place” that continually draws people back home because of its warmth, sense of community, and peace of mind.
“It is the simple joy of strolling around even without much money. It is the strong sense of community where neighbours can be relied upon like family,” Robredo said.
She also highlighted the city’s identity as the Pilgrim City, citing the enduring devotion to Our Lady of Peñafrancia and the steady influx of pilgrims throughout the year. Robredo said the city’s old churches, plazas, and traditions reflect its rich history and deep spiritual roots.
Beyond faith tourism, the mayor said the city continues to strengthen its reputation as the “Center of Education in Bicolandia” while pushing to become a “Center of Innovation and Governance.” She emphasized the city government’s commitment to good governance and openness to modern technologies and new strategies for development.
The mayor also pointed to the city’s culinary offerings, the tourism potential of the Naga River, and the natural attractions surrounding Mount Isarog as areas that could further boost tourism.
She added that the city government has been improving public facilities such as the Metro Naga Sports Complex and the city coliseum to attract major sports events and conventions that could generate more jobs and economic opportunities for residents.
She said the launch of the “Naga is the Heart” tourism brand aims to let outsiders experience what residents themselves feel about their “Maogmang Lugar (Happy Place).”
“When people ask, ‘What’s there in Naga?’ our answer should be: ‘Come and visit us here,’” Robredo said.
Closing her speech, the mayor described Naga as “not the kind of place you understand from a distance,” but a city that leaves a lasting mark on those who experience its culture, people, and way of life. I via Jason Neola
