Filipino hospitality has exceeded expectations under the Department of Tourism (DOT), with over 100,000 frontline tourism workers trained in the Filipino Brand of Service Excellence (FBSE) program, according to Tourism Secretary Christina Garcia Frasco. This milestone was reached two months ahead of the year-end target.
Administered by the Office of Industry Manpower Development (OIMD), the FBSE program is a key initiative of the DOT aimed at perpetuating Filipino hospitality excellence. The DOT’s broader vision is to enhance and elevate the quality of tourism services in the country, with a focus on promoting the “7Ms” of Filipino values, including being Godly, Humane, Nature lover, Nationalistic, Cheerful, Helpful, and Hopeful.
As of October 13, there are now 100,407 trained tourism workers representing various sectors, including accommodation, travel and tour, transportation, academia, MICE (meetings, incentives, conferences, and exhibitions), farm tourism, tour guides, and tourist police.
Tourism Secretary Christina Garcia Frasco set the goal of training 100,000 Filipinos, recognizing the potential of the 10-year-old FBSE program to transform the Philippines into Asia’s center for hospitality excellence. The Filipino brand represents deep care, outstanding service, and diligent work, qualities that distinguish the Philippines as a top tourism destination.
“Exceeding our 100,000 target demonstrates the commitment of the administration of President Ferdinand R. Marcos Jr. to empower our country’s greatest asset—the Filipino people. Their unwavering dedication is the driving force that will propel the Philippines into a tourism powerhouse, radiating the love, warmth, and hospitality that define our nation,” Frasco stated in a press release.
She also expressed gratitude to stakeholders, trainers, participants, and partner institutions who contributed to this success in less than a year since the 100,000-goal for FBSE training was established.
Eddierose Salamero, operations manager of the Urban Boutique Hotel, shared her experience after completing the FBSE training program on Boracay Island in Aklan province, saying that it empowers those in the hospitality sector to embody the best of Filipino culture and treat every guest with care.
Orly Ballesteros, a MICE professional and FBSE Level 1 Regional Trainer for DOT NCR emphasized the importance of achieving 100,000 FBSE graduates to showcase the Filipino Brand of Service Excellence to the world and expressed hope that this culture of excellence would become the norm.
The DOT has also incorporated the “mabuhay” (long live) and “salamat” (thank you) gestures into local ordinances, further supporting the FBSE initiative. These gestures have been adopted by several provinces and municipalities. Numerous institutions, including the Manila International Airport Authority, Megaworld Corporation, Enchanted Kingdom, and others from various sectors, have embraced the FBSE culture.
(ai/mnm)
