When tourists, myself included, proclaim that we ‘like’ the culture of a city or country we have just visited, I wonder what we truly intend to say. While in Vigan, for instance, do eating an egg-filled empanada, taking photos of colonial-era houses, and learning to say Naimbag nga malem!, while having fun, already count as ‘liking’ the Ilocano ‘culture’?
Unfortunately, culture extends deep beyond these superficial experiences. Travellers have time to appreciate its displayed gems, but not enough to suffer its habits. In primary school we are taught that the Ilocanos are known for being a thrifty people: do we travellers like that particular trait of Ilocano culture? Ignoring the fact that tourism is rarely a thrifty activity for the traveller, the question is irrelevant. When we tourists say we like Ilocano culture, we are only talking about Vigan’s beautiful houses, Bangui’s magnificant windmills, and Pagudpud’s fine beaches.
Perhaps as an atonement for this tourist’s guilt, I ensure that museums are always part of my opportunities to travel around the country. Museums are essential to overcoming the limitations of tours when appreciating a place’s culture; they show us the practices, products, and persistence of a culture that we cannot see by simply strolling through the streets or by buying souvenirs. This endeavor is possible because museums are built by people who have dedicated a lot of their toiling hours learning a culture beyond its most visible trappings.