ITALIAN Ambassador to the Philippines Marco Clemente on Thursday urged the Philippines to embrace opera as a cornerstone of its cultural tourism strategy.

"I'm a strong believer of the opera. Opera is the only form of art which is capable to attract foreign tourists," Clemente said at The Manila Times forum on classical culture and tourism at the Grand Hyatt Manila. "I say that not because I'm an opera fan, but because I saw it happen. In my 40 plus years of traveling around the world, I saw a lot of Asian tourists. It's amazing how many Japanese, South Koreans, and Chinese go to Europe to attend opera festivals, especially in the summer."

Drawing from his extensive travel experiences, Clemente proposed a bold vision for the Philippines, saying, "My provocation today to the representatives of the government, businessmen, and media is why can't the Philippines become the hub of the opera lovers in this area? Why should these people spend so much to fly to Europe if they can have something similar and much closer to their place?"

Clemente then underscored the Philippines' unique position as the most European or Westernized country in Asia.

"My humble and unsolicited proposal is let's put our forces together. We need the political will, the governmental instruments, we need the money and also the experience. I think there is space for cooperation," he said.

Emphasizing the practical steps required, Clemente offered his support in bringing international producers to the Philippines.

"Start planning to have a Summer Opera Festival in one of your beautiful places. You need to have a real, full-stage opera. On this first step, I can help to bring producers to the Philippines. Fortunately, the Philippines has the resources because you have the talents, orchestra and choir, directors and conductors. There's a space for synergy here," he said.

Clemente acknowledged that such a project might take one to two years to come to fruition but stressed the long-term benefits.

"If you start now to consider and to promote and convince the investors that this is an investment, it is something that can bear fruit," he said.

Establishing an opera house would lead to a full-fledged opera season, capturing the attention of opera enthusiasts worldwide, he said.

"If someone builds an opera house, I imagine that they want to start an opera season. This will be news to opera lovers in Europe because they will know opera is alive also in this part of the world. I do believe that if you want to make money out of culture, invest in opera," Clemente said.

Meanwhile, guest speaker Sharlene Zabala-Batin, regional director of the Department of Tourism, underscored the Philippines' rich classical art heritage.

"The Philippines is known as a nation of vibrant culture and history and boasts an array of classical arts that resonate deeply with our identity. Classical culture, with its timeless beauty and profound heritage, continues to captivate hearts and minds worldwide. What better way to celebrate and honor this magnificent tapestry than through tourism?" Batin said.

She emphasized the importance of integrating arts into tourism strategies, as outlined in the National Tourism Development Plan 2023-2028. This plan aims to make the Philippines a tourism powerhouse by focusing on Filipino culture, heritage and identity.

Batin detailed initiatives like the Philippine Experience Program and the San Juan Art Circuit, which aim to weave art into the fabric of the tourism industry.

"One such initiative is the Philippine Experience Program, which includes an arts caravan. This traveling showcase highlights the vibrant tapestry of Filipino artists from various regions, allowing locals and tourists alike to experience the diverse cultural expressions that define the Filipino identity," she said.

"Our commitment to promoting arts and culture doesn't end here. We recognize the importance of fostering a thriving art scene in communities across the Philippines," Batin said.

She noted the department's efforts to create immersive cultural experiences through collaborations with local government units, cultural organizations, and community groups saying, "Initiatives like the San Juan Art Circuit create spaces where local artists can showcase their work and engage with visitors, supporting the growth of the arts and creating opportunities for cultural exchange and dialogue."

Another guest speaker for the forum, Pangasinan 4th District Rep. Christopher de Venecia praised the DoT for its role in promoting and preserving Philippine cultural heritage, particularly during National Heritage Month each May and the Philippine Creative Industries Month every September.

"The relationship between culture and modern tourism is a very happy matrimony but the relationship between and among the creative industries is dynamic and very powerful. The creative industries are an expression of our culture, identity and history. Of course, they say that creativity is the ultimate regenerative sustainable resource and if we can find a way to merge culture and heritage — which is very past-centric — and creativity, which is very future-centric, then these two elements can create a very exciting present, that can also bridge gaps in generations," he said.

"It is possible to invest in creativity, which really means investing in our people and we know that Filipinos are very creative, very talented," he said.

De Venecia also elaborated on the importance of making cultural forms accessible and appealing to younger generations and cited the newly passed Cultural Mapping Law.

"Make these classical forms accessible to the Gen Zs and so it's important that they are made aware of their heritage, their history and their past but also create content that is accessible," he said.

The Manila Times Forum "Classical Culture and Tourism: A Happy Matrimony" was also attended by Alliance Global Group Inc. Chief Executive Officer Kevin Tan, Philippine Opera Company Founder Karla Gutierrez, and Manila Symphony Orchestra, and National Commission for Culture and the Arts Commissioner for the Arts and Head of the National Committee on Music Arvin Manuel Villalon.