I REMEMBER growing up when my parents would bring me and my siblings to Cabiao, Nueva Ecija, to my grandparents during Maundy Thursday and Good Friday. Traveling from Manila to the province, the air was filled with the chanting of "pabasa" singers, a Catholic practice where groups of individuals took turns in chanting verses about the life and death of Jesus Christ. Until early 2000, this practice was still present. Malls and establishments were closed in observance of the Holy Week.
But times have changed. The pabasa is scant in the country, if not totally gone. Malls and other business establishments are open during this Holy Week. In fact, in my count, 35 major malls are open either on Maundy Thursday only or including Good Friday. Resorts all over the country are filled with local tourists. As early as Monday of the Holy Week, Boracay was reported to be nearly 100 percent full.
Indeed, over the years, the practices and observances during Holy Week in the Philippines have undergone significant changes, reflecting evolving societal norms, technological advancements, and economic factors. These changes have not only influenced the way Filipinos celebrate this religious period but also have a notable impact on various sectors, including business.
Historically, Holy Week in the Philippines was marked by solemn religious activities such as processions, passion plays, and intense periods of fasting and prayer. This period was characterized by a collective sense of reverence and introspection among the Filipino populace. However, in recent decades, there has been a noticeable shift in how Holy Week is practiced and observed across the country.
One of the most notable changes is the increased participation of Filipinos in leisure and recreational activities during Holy Week. With the rise of disposable incomes and the growth of domestic tourism, many Filipinos now take advantage of the long holiday break to travel to various tourist destinations within the country. Popular destinations such as beaches, resorts, and nature spots experience a surge in visitors during this time, leading to a significant boost in tourism-related businesses.
Moreover, Holy Week has become synonymous with the "Semana Santa" or summer vacation period in the Philippines. Families often take this opportunity to bond and engage in recreational activities such as outings, picnics, and shopping trips. Malls and retail establishments capitalize on this increased foot traffic by offering special promotions, discounts, and holiday sales, contributing to a bustling economic activity during Holy Week.
The advent of technology and social media has also revolutionized the way Holy Week is experienced and shared in the Philippines. In the past, observing Lenten traditions meant physically attending church services, joining processions, and participating in community rituals.
However, in contemporary times, digital platforms allow Filipinos to engage in virtual religious activities such as online masses, live-streamed processions, and interactive prayer groups. This digital transformation has made religious practices more accessible to individuals, especially to those who are unable to attend physical gatherings due to various constraints.
Furthermore, social media platforms have become avenues for Filipinos to display and share their Holy Week experiences with a wider audience. From posting about traditional Visita Iglesia (church visits) to sharing photos of family gatherings and holiday escapades, social media has become intertwined with the fabric of Holy Week observances in the Philippines. Businesses leverage social media marketing strategies to promote their products and services during this festive period, tapping into the heightened online activity and engagement among users.
The changing dynamics of Holy Week practices in the Philippines have ripple effects across various sectors of the economy, including transportation, hospitality, retail and entertainment. For instance, the increased travel during Holy Week leads to higher demand for transportation services such as flights, buses and ferries, prompting operators to offer expanded schedules and promotional fares to accommodate the surge in passengers.
Hotels and resorts also experience peak bookings during Holy Week as families and tourists seek accommodations for their holiday getaways. This spike in tourism-related activities generates revenue not only for hospitality establishments but also for ancillary services such as restaurants, tour operators, and souvenir shops.
In urban areas, shopping malls and commercial centers witness a flurry of consumer spending during Holy Week, driven by both residents enjoying leisure activities and tourists exploring the city's attractions. Retailers strategically launch marketing campaigns tied to Holy Week themes, capitalizing on the festive mood and heightened consumer sentiment during the holiday period.
Moreover, the entertainment industry in the Philippines capitalizes on Holy Week by producing and broadcasting religious-themed programs, concerts, and theatrical performances. These cultural offerings cater to diverse audience preferences, ranging from traditional religious narratives to contemporary interpretations of Lenten themes.
In the end, the evolving practices and observances during Holy Week in the Philippines reflect the evolving practice of religious traditions together with modern socio-economic influences. While Filipinos continue to cherish and uphold the spiritual significance of this solemn period, societal changes such as increased leisure activities, digital engagement, and economic opportunities have reshaped the landscape of Holy Week observances. Businesses across various sectors adapt to these shifts by implementing innovative strategies to cater to the evolving needs and preferences of consumers during this festive and reflective season. Holy Week in the Philippines thus serves as a dynamic intersection of faith, culture, and commerce, highlighting the evolving Filipino traditions in a rapidly changing world.
The author is the founder and CEO of Hungry Workhorse, a digital, culture, and customer experience transformation consulting firm. He is a fellow at the US-based Institute for Digital Transformation. He teaches strategic management and digital transformation in the MBA Program of De La Salle University. The author may be emailed at rey.lugtu@hungryworkhorse.com
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