09/07/2026
The Mountain Province Provincial Tourism Brand / Tagline
The Brand Manifesto was developed through research conducted by the staff of the Mountain Province Provincial Tourism Office in partnership with the RDE and SIHTM of the Mountain Province State University. It explains the meaning, values, and identity represented by the Provincial Tourism Brand and Logo.
BRAND MANIFESTO
When you feel that you have already traveled half of life's journey;
When what you truly desire are the simple things that bring solace, peace, and contentment;
When life has tested you with burdens that seem too heavy to bear;
And all you seek is healing, renewal, and reconnection—
Go Up North.
When your idea of work-life balance is traveling;
When you long for a quick escape and the freedom of a new adventure;
When you wish to discover a different world and immerse yourself in a culture far removed from where you grew up;
When you want to redefine what your generation stands for—career-driven, yet passionate and romantic—
Go Up North.
When you belong to a collaborative, purpose-driven generation seeking meaningful experiences;
When you yearn to break free from life's ironies and daily monotony;
When genuine human connection is what you seek;
When romance, discovery, and new adventures become opportunities for authentic experiences—
Go Up North.
When you come from an optimistic yet cautious generation;
When you value social responsibility, diversity, and inclusivity;
When technology has become an indispensable part of your life, yet sometimes leaves you feeling overwhelmed;
And when you long to disconnect from the constant pace of the digital world—
Go Up North.
Regardless of the generation you belong to, we all share one thing in common: the desire to travel—to connect and reconnect with nature, immerse ourselves in a different culture, and still experience the comforting warmth of home.
There is an innate longing to embrace nature's serenity; to experience the simplicity of hinterland living; to encounter genuine culture and heartfelt local hospitality intertwined with nature's beauty. As these experiences touch the human spirit, they awaken a profound realization:
Life is beautiful.
Go Up North.
Up North, in Mountain Province—
Immerse yourself in stories passed down through generations.
Play, sing, and dance to the rhythms of indigenous music.
Listen to the melodies of nature.
Feel every beat. Feel every vibration.
Relish local flavors.
Savor authentic mountain cuisine.
Celebrate every unique taste.
Feel the gastronomic delights.
Breathe in nature's cool mist, the scent of pine forests, and the fragrance of ripening rice fields.
Taste the richness of local products and the bounty of the land.
Feel the aroma. Be captivated by its heavenly charm.
Marvel at breathtaking landscapes.
Capture the vibrant colors of indigenous culture.
Witness nature's grandeur.
Feel the splendor. Feel its magnificence.
To truly EXPERIENCE, you must widen your perspective.
Embrace both nature and culture.
Immerse yourself fully.
Challenge yourself through adventures that awaken every part of your being.
To truly experience, you must FEEL.
Find Yourself.
Explore.
Experience.
Liberate Your Senses.
Touch.
Smell.
Taste.
Listen.
See.
Experience Mountain Province.
FEEL MOUNTAIN PROVINCE!
