By Louky Adriane Taal

Mayor Pizarro with BS Development Communication students taking Economics of Development,
alongside Mr Sabal and other key officials of the Local Government of Don Carlos.

Don Carlos, Bukidnon — The Local Government Unit (LGU) of Don Carlos, under the leadership of Mayor Ma Victoria Ontanillas-Pizarro, CPA, has officially established the Municipal Tourism Council through Executive Order No 027-2025, marking a milestone in the municipality’s effort to strengthen local tourism and sustainable development. In partnership with Xavier University – Ateneo de Cagayan, this initiative showcased the active engagement of BS Development Communication students, who played a key role in crafting the new tourism slogan and promotional campaign for the municipality.

Guided by Mr Jhon Louie B Sabal, Chairperson of the Department of Economics at Xavier Ateneo and Technical Consultant of the Don Carlos Tourism Master Plan, the students applied their classroom learning to real-world development work through the University’s Service- Learning Framework. This approach allows students to immerse in partner communities, apply their academic skills, and create outputs that address actual societal needs.

As part of their Economics of Development course, students are introduced to modules on tourism, poverty reduction, and urban development as key tools for advancing local progress. Under Module 1, they explore how tourism serves as an effective development strategy—not only by attracting visitors, but by cultivating local delicacies and products, enhancing community skills, supporting livelihood initiatives, and promoting employment generation.

These concepts became the foundation of their fieldwork and creative work in Don Carlos.

Before creating the slogan and video, the students were immersed in the community from 13 to 16 October 2025, engaging with locals to gather stories and insights. This hands-on experience ensured that their storytelling was meaningful, reflecting the principles of

Development Communication at Xavier Ateneo and helping students develop as skilled narrators of local development. 

During the workshop held on 26 September 2025, the Municipal Tourism Council— composed of representatives from local offices and sectors including Agriculture, Education, Youth, Transport, Women, and Indigenous Peoples—provided valuable insights for developing a slogan aligned with the Department of Tourism’s standards: simple, meaningful, and forward- looking.

Building on these inputs, the Xavier Ateneo students produced 11 slogan proposals with accompanying layout designs. After careful deliberation, the Council and LGU officials selected “Gateway to the Heart of

Mindanao” as the official tourism slogan of Don Carlos. This new identity complements the existing tagline, “Ayos Don Carlos,” which will also be adopted for tourism promotion by virtue of Ordinance No 084-2023.

The unveiling of the slogan was part of the Tourism Master Plan Launch held during the Lake Side Coffee Festival on 16 October 2025, graced by Governor Rogelio Neil

“Oneil” Roque of Bukidnon. The event also featured the teaser of the tourism promotional video, which, like the slogan, was developed by the Xavier Ateneo students. Both outputs reflect the students’ application of their Economics of Development coursework and their commitment to creating meaningful, community-centered storytelling.

“In our class, we emphasize tourism as a strategy for development — one that goes beyond attracting visitors, and instead focuses on building distinct local products, generating

inclusive growth, and fostering community participation,” shared Mr. Sabal. “The students’ work complements the Tourism Master Plan and embodies the spirit of evidence-based and participatory local planning.”

For many of the students, the experience was both eye-opening and fulfilling.

“It’s different when you see your work being used by a real community,” shared Bernard Talle, a second-year BS Development Communication student. “We realized that communication can really create change—our designs and words can help shape how people see Don Carlos.”

Another student, Fritz Listy Pia Bagay, reflected on the collaboration as a rare opportunity to merge creativity with public service.

“Working with LGU Don Carlos taught us the importance of understanding culture and

identity before coming up with slogans or campaigns,” she said. “It’s not just about making

something catchy—it’s about representing people’s pride and their story.”

During their courtesy visit to the LGU, Mayor Pizarro commended the students for their professionalism and creativity, drawing inspiration from her own experiences in leadership and public service. She highlighted how partnerships between the academe and local government can drive knowledge-based, participatory development in Bukidnon.

The collaboration demonstrates how higher education institutions like Xavier Ateneo can

contribute to local development goals through applied learning. The students’ outputs—now officially turned over to LGU Don Carlos—will serve as key promotional tools for the municipality, especially with the upcoming Don Carlos Airport expected to boost tourism and economic opportunities in the area.

“Ayos Don Carlos: The Gateway to the Heart of Mindanao!” — a slogan proudly co- developed by Xavier Ateneo students, symbolizing the vibrant partnership between youth, academe, and local governance.

Vice-Mayor Segundo Absuelo, a Xavier Ateneo Engineering alumnus, with BS Development Communication
students during a discussion on the principles of their service-learning engagement.