VP Sara urges nephews to help make Davao City more livable

VICE President Sara Duterte has expressed her intention to continue promoting the “Life is Here” branding, Davao City’s tourism and economic slogan, now that her family holds a dominant position in the city’s political leadership.

Speaking to Davao-based journalists on May 17, 2025, during a Thanksgiving Mass at the Carmelite Church, Duterte said she has already advised her nephews, particularly Omar and Rigo Duterte, to fulfill their responsibilities and help make Davao City more livable following their victories in the 2025 midterm elections.

“Ah, yes, nag-meeting kami noong isang araw. Sinabi ko sa kanila na when I was mayor, yung programa namin sa City Hall revolved around the campaign of Life is Here, which we use as well as branding for our tourism program, Life is Here. And then sinabihan ko sila that you are there to make lives, the lives of Dabawenyos better. So sinabihan ko sila na ang gusto lang naman nating lahat ay a livable city. At hindi mahirap yun kasi ang isang livable city, meron nang ano iyon eh, mayroon na siyang parameters. Papasok lang natin yung Davao City,” Duterte said.

(Ah, yes, we had a meeting recently. I told them that when I was mayor, our programs at City Hall revolved around the campaign ‘Life is Here,’ which we also used as our tourism branding. I reminded them that their purpose now is to improve the lives of Dabawenyos. What we all want is a livable city. And that’s not difficult because a livable city already has set parameters. We just need to incorporate the city.)

The vice president’s remarks came just days after five members of the Duterte family were proclaimed winners in the May 12 local elections. They are set to assume key positions in Davao City starting in June.

According to the Davao City Board of Canvassers, former President Rodrigo Duterte will return as mayor, securing 662,630 votes. His son, Sebastian “Baste” Duterte, won as vice mayor with 651,356 votes. Paolo “Pulong” Duterte retained his seat as first district representative with 203,557 votes.

Rodrigo Duterte II, Paolo’s son and the former president’s grandson, was proclaimed the top councilor across all three districts with a total of 192,324 votes. He will serve as a first district councilor. Meanwhile, his brother Omar Duterte was elected second district representative with 160,432 votes.

The “Life is Here” branding was first introduced in 2011 under Sara’s leadership during her term as mayor. The slogan was part of a broader strategy to promote Davao City as a top destination for both tourism and investment. 

Brand strategist Rey “Bai” Manginsay developed the campaign to highlight the quality of life in Davao City, something he said many outsiders desire but locals sometimes overlook.

The brand captures the essence of the city, from adventurous treks to Mt. Apo to enjoying the city’s signature fruits like durian and Davao pomelo. These features, among others, have drawn local and international tourists to the city.

As of the current, the vice president and her team encourage Dabawenyos to embrace the city’s branding by incorporating the “Life is Here” logo into official documents, public transport, and various platforms that help raise the city’s profile. DEF