KORONADAL CITY – August 28, 2025– In its continuing efforts to make South Cotabato a leading tourism destination in the region, provincial officials are now working to draft an ordinance that will institutionalize the use of the traditional “Mabuhay” gesture, establishing it as a distinct element of the province’s cultural branding.
Provincial Senior Tourism Operations Officer Argie Asaria confirmed that discussions are already underway to formally adopt the gesture through legislation. The move aims to showcase the warmth, hospitality, and distinct Filipino identity of the people of South Cotabato. It also aligns with other provinces that have recognized the gesture as a symbol of welcome and unity.
“The ‘Mabuhay’ gesture is more than just a greeting—it represents who we are as Filipinos. By crafting this ordinance, we want to embed this identity into the daily lives of our people, and at the same time, strengthen our tourism image,” Asaria explained.
He noted that the provincial government has already studied similar ordinances from other local government units (LGUs). They intend to craft a measure that promotes the practice among residents and requires its integration in official functions, cultural events, and tourism activities.
For Asaria, enacting the “Mabuhay” gesture law will foster local pride and leave visitors with a lasting memory of South Cotabato’s warm and joyful welcome.
“This is part of our branding. Tourists don’t just visit places for the attractions; they also remember the people, the way they were received, and the feeling of being welcomed. The ‘Mabuhay’ gesture can symbolize that South Cotabato is truly a home for everyone,” he added
The proposed ordinance is expected to undergo committee hearings in the coming months, with support from cultural and tourism stakeholders. Once passed, South Cotabato will formally join other provinces that have adopted the gesture as a marker of identity and pride.
As the province continues to invest in infrastructure, accredited establishments, and digitalize tourism services, the “Mabuhay” gesture ordinance is seen as another step forward. It aims to strengthen South Cotabato’s reputation as the “Land of the Dreamweavers”—a destination that offers not only beauty and heritage, but also genuine hospitality rooted in its people.
