02/05/2026
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𝗡𝗮𝗴𝗮 𝗖𝗶𝘁𝘆 𝘂𝗻𝘃𝗲𝗶𝗹𝘀 𝗡𝗲𝘄 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗕𝗿𝗮𝗻𝗱 "𝗡𝗮𝗴𝗮 𝗶𝘀 𝘁𝗵𝗲 𝗛𝗲𝗮𝗿𝘁
The City Government of Naga City officially launched its new tourism brand, “Naga is the Heart,” on May 1, 2026, coinciding with the opening of the first-ever Isarog International Hot Air Balloon and Music Festival at the Metro Naga Sports Complex.
According to the city’s Investment and Tourism Promotions Office, the launch marked more than just the introduction of a new logo or slogan. It represented a renewed identity and a strategic push to position Naga as a premier destination for tourism, culture, and investment.
The branding centered on what officials called the “Four Beats of Naga’s Heart,” highlighting the city’s core strengths: faith, community, nature, and progress. Naga was described as a pilgrimage hub anchored on devotion to Our Lady of Peñafrancia, a people-centered city that fosters inclusivity, a gateway to natural attractions such as Mt. Isarog and Malabsay Falls, and a forward-looking urban center guided by innovation and integrity.
The May 1 launch event featured several highlights, including the formal presentation of the brand’s vision, the premiere of an official brand video showcasing the city’s identity and experiences, and the lighting of a symbolic installation representing “Naga is the Heart.”
Cultural and modern showcases were also staged, including a heritage performance by the Bicol Arts and Cultural Troupe and a fashion show debuting official merchandise tied to the new brand.
The event culminated with headline performances from OPM band Rivermaya and comedian-performer Vice Ganda.
Organizers said the gates opened at 3 p.m., while the program started at 6 p.m. at the Metro Naga Sports Complex. Media partners were invited to cover the launch, which drew both local and national attention.
Officials expressed optimism that the new branding would strengthen Naga’s position as a vibrant hub in the Bicol region, guided by what they described as a “moral DNA” that prioritizes people and builds a stable foundation for growth and opportunity. I via Jason Neola