THE Department of Tourism Region X (DOT 10), in partnership with the Department of Environment and Natural Resources Region X (DENR 10), officially launched the Climb NorthMin mountain tourism campaign today April 22, 2025 at the Event Center, Ayala Malls Centrio, Cagayan de Oro City.
With the theme, “Limitless Mountain Adventures: Discover Peaks of Northern Mindanao,” thecampaign promotes the region’s vast mountain tourism offering-inviting adventurers toexperience its scenic peaks and reinforcing Northern Mindanao’s position as a top destination for nature-based travel.
The launch brings together key tourism stakeholders, local govermment units (LGUs), mountain tourism stakeholders and private sector partners.
Mountaineering enthusiasts from the region are also participating, highlighting the growing interest in responsible and sustainable mountain tourism.
A highlight of the event was the official declaration of Lt. Cmdr. Carina Dayondon of the Philippine Coast Guard as Northern Mindanao’s official mountain tourism ambassador.Dayondon, the first ever Filipina to raise the Philippine flag on all Seven Summits – the highest mountains on each continent – shared her insights and mountaineering expertise, inspiring attendees and emphasizing the impotance of environmental stewardship in outdoor activities.
The Climb NorthMin campaign is a collaborative effort of DOT-10, DENR-10, Ayala MallsCentrio, R.OX. Philippines, Columbia Sportswear, and AirAsia Philippines.
This partnership strengthens the commitment to promoting sustainable tourism, ensuring thatoutdoor adventures in Northem Mindanao are exciting and environmentally responsible.Another milestone of the event is the signing of a memorandum of agreement (MOA) betweenDOT and DENR.
As lead agencies of the regional ecotourism committee, DOT-10 and DENR-10 will work together to promote sustainable tourism and environmental protection.
The agreement includes joint activities such as quarterly mountain climbs, tree planting and cleanup drives, conservation efforts, training/capacity-building and community livelihood programs, supported by LGUs, mountaineering groups and other partners.
DOT-10 and the Primer Group of Companies also signed a MOA to strengthen private-sector support for sustainable tourism.
This partnership is vital in promoting responsible tourism in the whole region.
Following the launch, the initiative’s kick-off activity will be the First Quarter Climb at Mt.Kitanglad.
A UNESCO-declared ASEAN Heritage Park, Mt. Kitanglad showcases breathtakinglandscapes and rich biodiversity, making it a prime destination for eco-adventure tourism.
This First Quarter Climb aims to assess our mountains for sustainable mountain tourism initiatives and to develop a comprehensive sustainable tourism program.
The quarterly mountain climbing series continues throughout the year, featuring climbs in theregion’s ASEAN Heritage Parks:
First Quarter: Mt. Kitanglad (Bukidnon)- April 24-26, 2025
Second Quarter: Mt. Timpoong-Hibok-Hibok (Camiguin)
Third Quarter: Mt. Malindang (Misamis Occidental) and Mt. Balatukan (Misamis Oriental)
Fourth Quarter: Mt. Inayawan (Lanao del Norte) birdwatching activities
As part of the initiatives, a series of birdwatching activities will also be held alongside theclimbing events.
The first is scheduled for April 23, featuring an owling session – a nightime birdwatching activity-at Dansolihon, Cagayan de Oro City, known for its rich avian diversity.
Mountain tourism drives local economic growth by creating jobs, supporting local industries and attracting investments in tourism infrastructure and services.
It also plays a vital role in environment conservation by promoting natural parks for ecotourism, raising awareness and generating sources to protect Northern Mindanao’s ecosystems.
Local communities actively participate in sustainable tourism practices, ensuring long-term benefits for the people and the environment.
With limitless adventures in Northern Mindanao, this initiative is a significant step toward responsible and inclusive tourism development, ensuring that nature, culture and local communities thrive together.
