Philippines: Tourism- Culprit in commodifying cultures and traditions?

I do believe that Tourism has been a culprit in commodifying cultures and traditions in a specific destination.

While researching for the information on Philippines, I came across this website that is talking about one of the biggest festivals in Philippines – The Sinulog Festival. This festival is held annually on the third Sunday of January in Cebu city to honor the Santo Nino (or child Jesus). It is a dance ritual which remembers the Filipinos’ pagan past and acceptance of Christianity.
This festival should be a cultural festival. However due to the growth of tourism, it has slowly loses it purposes. There is actually a SME trade fair where Sinulog features Cebu export quality products and people around the world came for the Cebu’s “treasures”. They even included street dancing contest that is held in the Cebu City Sports Complex that have contestants all over the world. (About the Sinulog Festival)

This actually shows that in order to attract tourists (for the attracting items in Cebu city) and SME (for the trade fairs), government had been over commercialized the event. This is supposed to be a holy event that everyone can enjoy without paying. However, the entire festival had lost its true meaning and more focused on profitability.