Department of Tourism (DOT) Secretary Christina Frasco announced an intensified government commitment to enhance human capital development. This will be achieved through upskilling initiatives and programs like the Filipino Brand of Service Excellence.
During the 9th Virtus Awards organized by the Hotels Sales and Marketing Association (HSMA), Secretary Christina Frasco conveyed this message. She highlighted that the Department of Tourism (DOT) has successfully trained 100,000 Filipino workers under the initiative, ensuring a sustained improvement in the quality of tourism services for both domestic and international tourists.
HSMA chair Margarita Munsayac said that “as hotels continue to evolve how they do business amid rapidly changing guest behaviors, preferences and expectations, hoteliers are incessantly faced with figuring out how to put guest satisfaction first while juggling operational challenges, budget and labor shortages”.
The DOT serves as the country’s tourism authority, with the nation aiming to attract 4.8 million foreign tourists this year. According to statistical data, foreign arrivals in the Philippines reached nearly 4.1 million in the first ten months of 2023.