The genius behind ‘Island in the Pacific’
The man who sold Cebu to the world as an “Island in the Pacific” quietly passed away last week, just a few months short of his 90th birthday. Anos Fonacier, one of the prime movers of Philippine tourism, who put Cebu and later Bohol on the world map of tourist attractions and destinations, called it a day after several years of battling cancer, Parkinson’s disease, and Alzheimer’s. Unable to recognize other people, he spent much of his remaining years at home in the company of his beloved wife Josefina.
Let me begin to tell his story by first shedding light on his most unusual name.
Anos Fonacier was the second youngest son of a prominent couple from Ilocos Norte. His father, Santiago Fonacier, was an obispo maximo of the Philippine Independent Church, a breakaway faction of Filipino clergy who decided to part ways with the Spanish friars in the wake of the revolution against Spain. His mother, Carmen Jamias, was the older sister of my mother.
As a young priest, Santiago Fonacier would join the political arena, serving as assemblyman and, later, senator in the First Philippine Assembly established by the new colonizers in the early years of the 20th century. He was a fierce nationalist who decided to baptize his children with native (Ilocano) names. And so the girls were Emma (modesty), Bituin (star), and Wayawaya (freedom), while the boys were Lawag (brightness), Laing (intelligence), Gasat (good fortune), Anos (patience), and Takling (refuge).
Indeed, in his life as an entrepreneur, Anos Fonacier exhibited the traits of patience and perseverance as he steadily made his way up in the strange, new world of Philippine tourism. At times, he could also be testy and cross, cursing in the finest present-day fashion.
Fonacier started out early in the emerging tourist trade, serving as a tourist guide while driving his own car for the business. He would later open a small agency called Manila Tours, handling groups of tourists in visits around Manila and nearby provinces.
After a few years, he witnessed the development and utilization of Mactan Airport by US forces during the Vietnam conflict, and realized the potential of Cebu as the gateway for tourism in the south. Investing time and meager resources, he established Tambuli Beach Club in Mactan, the vanguard of many tourist facilities that now saturate the island. He also put up the Argao Beach Resort in the Cebu mainland. But his most ambitious project was to be Cebu Plaza (now Marco Polo Plaza Hotel), the first five-star hotel in the region, perched high on the hills with a lovely view of the city below.
Unfortunately, Fonacier faced unexpected obstacles in filling up the hotel rooms considering the economic meltdown that took place following the assassination of Ninoy Aquino in 1983. And here, his genius surfaced as he worked out and created a new slogan for Cebu as an “Island in the Pacific.” While the slogan conjured up images of white-sand beaches with lots of sunshine, it left it up to tourists to discover for themselves its exact location. The strategy was a huge success as a marketing weapon, resulting in the continued arrival of visitors to Cebu. He also started bringing in chartered flights from Japan, Taiwan and Korea, eventually leading to direct international flights from abroad, often bypassing Manila.
As a result of his contributions to the economic growth and development of Cebu City, he was officially declared an “Adopted Son of the City of Cebu” in 1994.
From Cebu, the visionary in Fonacier saw the potential of next-door neighbor Bohol, and became the first to invest in crucial tourism infrastructures in the province with the establishment of the Bohol Beach Club on Panglao Island.
Bohol, with its most famous attraction, the Chocolate Hills that are actually green during the rainy season, soon began to develop its own tourist industry.
But perhaps, the greatest contribution of Fonacier to the province was not so much in what he built as in what he endeavored to protect and to preserve.
One of the most beautiful ecomarine systems in the world is what is known as the Bohol Marine Triangle covering the islands of Pamilacan, Balicasag and Panglao, home to whale sharks, stingrays, dolphins and other marine life, and a favorite destination of scuba divers. Fonacier brought together the Philippine Environmental Foundation and the UN Development Program, resulting in substantial financial assistance toward the preservation of the triangle.
Fonacier was also actively involved in the care and safety of the world’s smallest monkey, the tarsier, a native of Bohol’s virgin forests. Tarsiers are little creatures with long hind legs, large slender toes, and enormous eyes. Together with other wildlife officials, he was able to have them declared as “protected species” with an area set aside as their sanctuary.
In December 2003, during the 11th Kalakbay Awards handed out by the Department of Tourism under then Secretary Richard Gordon. Anos Fonacier, an Ilokano, was honored with a Lifetime Achievement Award for his work in promoting tourism particularly in Cebu and Bohol. Bohol Gov. Edgar Chatto proclaimed him “Father of Bohol Tourism.” He is remembered by Bobbit Avila of the Freeman as the “father of Cebu’s tourism industry” because “before he appeared on the scene, Cebu really had nothing to offer as far as tourism was concerned.”
By tradition, Ilokanos are among the stingiest in the country, with Boholanos a close second. But let me share with you a secret. Anos Fonacier was a soft touch, especially for religious and community endeavors, as well as for friends in need. Of course, these were never talked about.
This story ends with a few lines about his beloved wife Josefina. Prior to retirement, Manang Josephine was a distinguished math professor at the University of the Philippines. When I was preparing to take the entrance exams for the Philippine Military Academy, I knew my weakness was in math and so I went to her for special tutoring. It paid off, and I am forever grateful for her efforts.
