Puerto Princesa Underground River: A call for new branding and prestige; Bernard Joseph Esposo Guerrero; Business Mirror

Philippines – Puerto-Princesa Subterranean River National Park

Last year I managed to visit Palawan’s Puerto Princesa City —one of my favorite nooks in the country—for the third time. It was not hard to gather immediately upon stepping into the city that they have been enjoying very much the latest title they have coveted for their most important destination and asset; so much so that it has gone a bit too much.

In my three days in the city, with a day devoted to visiting again the underground river, I never met anyone who described the park in other terms aside from that it is one of the New 7 Wonders of Nature. Right there and then, I knew that there was a looming crisis.

Wondering the Wonder

Since its proclamation in 2012 as one of the New 7 Natural Wonders of the world, the Philippines’s Puerto Princesa Subterranean River National Park, or more commonly known nowadays as the Puerto Princesa Underground River (PPUR), has nearly been singularly using this title to highlight its supposed integrity, and, subsequently, in promotions.

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