Tagaytay's Real Beauty

The cool climate of Tagaytay complements the calm disposition of its people that is perfect for local tourism

Tagaytay City has been known as a beautiful city because of its cool climate, scenic landmarks, and the mystic beauty of the Taal Lake. However, the real beauty of the Tagaytay highlands goes beyond its fascinating topography and lies instead in the character of its people. While before, Tagaytay City has been famous mainly as a tourist destination, it is now setting its eyes on becoming a primary example of a Character City in the Philippines.

A Call for Character Building

Although Tagaytay City has always been popular among local and foreign tourists alike, it was badly affected in the past by the dishonesty and arrogance displayed by different working groups such as vendors, tricycle drivers, horse jockeys, and boat canvassers. In fact, the Office of the City Mayor and the Office of the Sangguniang Panglunsod (City Council) used to receive no less than ten complaints from visitors every month.

Taal Lake is Tagaytay's most popular gift of nature

In the education sector, there were threats of students being involved in fraternities and vices such as gambling, drug addiction, and alcoholism. In the government sector, 30 percent of employees practice corruption of time -- coming in late and leaving early from work.

Tagaytay City took a new route, and less traveled at that, in trying to solve these challenges: through character building activities.

In January 2000, under the leadership of then Mayor Francis N. Tolentino, Tagaytay City officially became a member of the International Association of Character Cities by virtue of City Resolution No. 99-911. The International Association of Character Cities is an organization of cities whose vision is to give top priority to teaching good values to their people.

A 15-man Tagaytay Character Committee was formed to formulate and conceptualize a character program for Tagaytay City. The program was launched on 24 April 2000. A permanent committee known as the “Character First Tagaytay Committee” was organized to implement the Character City Program on a citywide level.

The main thrust of the program is to mold the people of Tagaytay into

Canyon Woods, another popular attraction in Tagaytay

better individuals by reviving and reliving values and practices that are inherently Filipino. The program aims to: promote a positive environment which emphasizes positive character qualities in every sector of the community; to find and build more positive role models who will demonstrate positive character qualities, responsibly committing themselves to exemplifying character in their personal lives and inspiring others to do the same; and to put Tagaytay at the forefront of character building among all local government units within the entire Philippines by implementing an intensive full scale character training campaign and program. The Character City Program of Tagaytay focuses on all sectors in the community. Since the members of the community are themselves the beneficiaries of the program, implementing its projects is likewise their concern.

The City Government and the Community Coalition for Character composed of different sectors in the community spearhead the programs and activities geared towards the development of Tagaytay City as a City of Character. They work in conjunction with the Association of Cities and Towns of Character, Philippines, an organization formed to help other towns and cities who replicated the program. They also work in coordination with the International Association of Character Cities, giving updates on the development and implementation of the program.

The program involves activities that promote positive values among different sectors in the community. For instance, Bayanihan is undertaken so that one barangay can help another in cleaning and beautification endeavors. To teach children about good character qualities and Filipino values, a 15-minute lecture about a particular character quality is given per month.

Character seminars are also conducted for couples securing a marriage license, tricycle drivers renew ing their franchises, horse jockeys, vendors, and boat canvassers securing their permits, business establishments with five or more employees renewing their permit to operate, and new residents securing a permit to occupy. Character Building Seminars and Training are held for government employees, teachers, business leaders, religious organizations, barangay officials, youth, and families.

The 5S Clean-up Week program, inspired by 5S Technology, was initiated to promote the character quality "cleanliness." An Annual Character Business Seminar is likewise held, focusing on how participating establishments with five employees and above can contribute more to the success not only in economic terms but also to the further development of the Character City Program through their own initiatives.

Reaping the Gains

Since the Character City Program was first implemented three years ago, Tagaytay City has seen a turnaround in its tourism industry. Because of a successful series of character seminars and other activities conducted for vendors, drivers, horse jockeys, waiters, and supervisors from restaurants and hotels, the tourism industry has been improving.

Since 1999, the total number of tourists arrival and total amount of income generated have been increasing steadily. Because of the integration of the character program to the students’ curriculum and through the use of the Teachers’ Manual on Character Building, since 1999, schools have maintained zero number of drop-outs. Since 1999, tardiness has been reduced. Crime rates are lower, contributing to a more harmonious and peaceful community. There has been an increase in the number of restaurants, hotels, recreational park, and other similar establishments. Income from agro-industry such as fruits,flowers, and beef and native delicacies increased due to the demand of both local and international tourists.

All in all, many tourists kept on coming back to Tagaytay City not only because of the tourist destinations but also because of the good character of the people. Services in hotels, restaurants, and amusement parks were more excellent and working groups displayed positive values that served as pleasant invitation to tourists.

The Essence of Real Beauty

True enough, the Character City Program of Tagaytay City has proven that investing in character yields valuable benefits to a community. It has likewise proven true the old adage that the essence of real beauty lies within one’s self. While cool air, scent of fresh flowers and a beautiful lake can be found in many other places in the world, not all places possess the real beauty that Tagaytay City possesses. With its fascinating geography, Tagaytay has shown us Mother Nature in its finest. But with its Character City Program, Tagaytay has shown us that nature and people working together can make things even better.