The Philippines aims to become a model for tourism training programs worldwide by amplifying the Filipino Brand of Service Excellence (FBSE) program in tourism front liners, Ex-Link Management and Marketing Services Corporation Chief Operating Officer Orlando Ballesteros said.
“The main goal is to uplift the service of our country and to become the best model in Asia and the world,” Mr. Ballesteros said.
Mr. Ballesteros presented data at the 2024 Philippine M.I.C.E. Conference showing that the Filipinos’ warm hospitality and kindness outshined the country’s beautiful beaches and sceneries.
“All other Asian countries have beaches so there’s no differentiation. What we can differentiate is the way we deliver the service, the people,” he said.
Additionally, the Philippines must commit to its branding of service to attract more visitors, Mr. Ballesteros said.
“If we can establish our brand as a country in the tourism sector that provides service excellence, all the potential markets will go to our country to experience that,” he said.
Educating workers and businesses in the tourism sector can push the initiatives of making the Filipino service known globally according to Mr. Ballesteros.
“The more that we push FBSE and target it to our MSME and tourism stakeholders, more satisfied customers will choose to come back to our country,” he said.
Mr. Ballesteros added that the government aims to train approximately 200,000 tourism professionals this year.
Employment in tourism
Based on a press release by the Department of Tourism (DoT) on July 11, more than 3 million tourists visited the country, with an estimated P280 billion in visitor receipts.
“The significant increase in our tourism earnings is a testament to the relentless efforts of the Marcos administration in revitalizing our tourism sector,” Tourism Secretary Christina Garcia Frasco said.
Ms. Frasco added that the rise in tourism figures highlights its tangible benefits to the country’s economy and citizens.
“The income generated through tourism directly translates to more opportunities and improved livelihoods for Filipinos, reinforcing the critical role this industry plays in our nation’s progress,” she said.
Employment in the industry is projected to surpass 9.5 million or 20% of the national workforce, the 2024 Economic Impact Research (EIR) of the World Travel & Tourism Council (WTTC) said. – Almira Louise S. Martinez
