Are we ready to claim the title of Asia’s center of excellence for hospitality? If there is a course that consistently brings so much excitement and joy to me as an educator, it’s tourism and hospitality marketing.
The goal of this course is simple—attract new tourists to visit the country and retain old tourists by encouraging them to explore the country continuously. There is much to be said about the Philippines that truly makes us an exceptional destination.
I ensure that my students who hold the potential to become tourism service providers understand it by heart. I call them the game chargers. They are the foundation of our sustainable competitive advantage, which can drive the growth of this Industry that is proven to be a catalyst for the economic development.
It’s intriguing to explore the underlying reasons behind the persistent struggle of the Philippines to keep pace with neighboring Asian countries when it comes to attracting tourists. Secretary Christina Frasco of the Department of Tourism said the Philippines’ target is to attract 4.8 million international visitors as part of the National Tourism Development Plan. There is no harm in setting targets, but it is equally important to identify what we do best to capture the interest of foreign tourists to visit the Philippines.
So what sets us apart from other countries as a destination? The formula is straightforward; dig deeper on the push and pull. Understand tourists’ motivation (push) and partner it with the attributes of the destination (pull). The answer to the above-mentioned question is no secret; it lies within the fabric of our nation, what we do every day and who we are as a country – it is the value we place on family.
We treat every tourist as a member of our own family. There is magic in the warm Filipino smile, which serves as a heartfelt expression of “malasakit” (concern and compassion). Filipino hospitality, which is ingrained in our culture, is one of the distinct features of our country.
In connection, the DOT launched the Filipino Brand of Service Excellence (FBSE), a flagship program of the agency envisioned to provide all key players in the tourism and hospitality industry with a benchmark on how to provide excellent service to tourists the “Filipino way,” and make it our brand. FBSE is rooted in the 7 Ms of our core values as Filipinos. These are Malikhain, Makatao, Makakalikasan, Makabansa. Masayahin, May Bayanihan and May Pag-asa. The training has four modules, focusing on (1) Filipino Values and Service Excellence, (2) Understanding the Guests, (3) Delivering Great Service Excellence, and (4) Service Recovery.
The program aims to train 100,000 Filipino tourism workers across 16 regions in the country. This strategic action of the DOT is commendable; finally, we are now capitalizing on one of our real strengths as a tourism destination. It is nourishing the “true” backbone of the industry – our people, to make it firm and future-ready. Given that the program’s funds are limited, a certain group of service providers will be prioritized for the training based on the level of their involvement in the delivery of tourism services. Still, DOT can include transport drivers, souvenir vendors, park utilities, and those with limited but critical interactions with tourists since they can also directly influence their overall tourism experience.
With FBSE, we can now expect harmony and synchronicity in the delivery of Filipino hospitality; this plays a crucial role in enhancing the Filipino identity as a globally recognized tourism destination. It is like having all tourism suppliers participate in a grand chorale orchestrated by the DOT chief.
No matter where your journey takes you in the Philippines, whether it’s in the powdery white sand of Boracay, the pristine coral reefs in Palawan or even a city tour in Intramuros, expect a Filipino who will warmly greet you ‘Mabuhay!’, the standard Filipino greeting across the country.
To be continued.
The author is a Doctor of Business Administration student at the Ramon V. del Rosario College of Business, De La Salle University. He can be reached at jhon_-@dlsu.edu.ph.
The views expressed above are the author’s and do not necessarily reflect the official position of DLSU, its faculty, and its administrators.
