SM and AirAsia partner to enhance customer value and drive business growth

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SM’s retail loyalty program SMAC has recently partnered with AirAsia rewards to enhance the shopping and travel experiences of its members. In photo are (from left to right): John Patrick Cua, Chief Operating Officer, SMAC; Jonathan Ng, Chief Finance Officer, SM Retail; Herson Sy, Executive Director, SM Group; Nicole Tan, Chief Business Officer, AirAsia rewards; Ricky Isla, Chief Executive Officer, AirAsia Philippines, Leong Diyao, Regional Head of Rewards Partnerships, AirAsia rewards.

The SM group’s retail loyalty program, SMAC, has entered a strategic tie-up with AirAsia rewards to offer enhanced shopping and travel experiences. This collaboration expands the value for both SMAC and AirAsia rewards members while strengthening SM’s presence across retail and travel sectors.

As part of the “My SMAC, My MOVE” lifestyle campaign, SMAC members can convert 500 AirAsia points into 125 SMAC Points via the AirAsia MOVE app, integrating the benefits of travel rewards into the SMAC ecosystem. This partnership builds on SMAC’s extensive network and introduces new rewards for frequent travelers and shoppers alike.

“We are excited to launch this collaboration with AirAsia rewards,” said Patrick Cua, Chief Operating Officer of SMAC. “By combining shopping and travel rewards, we’re enhancing the value of our loyalty program and offering more meaningful experiences to our members.”

SMAC Points earned through this partnership can be redeemed across a wide array of SM Retail Stores including SM Store, SM Supermarket, SM Hypermarket, Savemore, SM Appliance Center, and other popular brands like ACE Hardware, Our Home, Surplus, and Watsons.

Additionally, members can convert 200 SMAC Points into 300 AirAsia points via the SMAC website (smac.ph), providing more travel benefits and increasing the value for both shoppers and travelers.

“This partnership underscores our commitment to offering greater rewards and a seamless experience for our customers,” said Nicole Tan, Chief Business Officer at AirAsia rewards. “Working with SM allows us to enhance the value we provide to loyal customers in both the retail and travel sectors.”

The partnership brings business benefits to both parties. SM increases engagement and foot traffic across its retail stores while deepening customer loyalty. For AirAsia rewards, the collaboration taps into a new base of active shoppers, further strengthening its position in the Philippine travel market. Together, they create an expansive rewards ecosystem that combines shopping, travel, and lifestyle benefits.

This strategic tie-up aligns with both companies’ goals to drive customer loyalty, expand their reach, and enhance brand visibility. As SM continues to expand its service ecosystem, the partnership with a regional brand like AirAsia rewards marks a significant milestone in delivering lasting value for customers, investors, and both brands.

DOT highlights farm tourism’s transformative potential at 8th Philippine International Farm Tourism Conference

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GENERAL SANTOS CITY — Department of Tourism (DOT) Secretary Christina Garcia Frasco reaffirmed the Philippine government’s commitment to sustainable development and inclusive economic growth through the promotion of farm tourism at the 8th Philippine International Farm Tourism Conference (PIFTC), held Tuesday (Feb. 25) at the KCC Mall in General Santos City, South Cotabato.

The ceremonial turnover of hosting duties from General Santos City to Baguio City for the next Philippine International Farm Tourism Conference led by Tourism Secretary Christina Garcia Frasco, International School of Sustainable Tourism Chair Mina Gabor, and General Santos Councilor Virgie Tiongson Llido.

The three-day conference, organized by the International School of Sustainable Tourism (ISST) in partnership with the DOT, brought together local and international experts, policymakers, farmers, and tourism stakeholders. The event aimed to highlight General Santos City’s potential as a leading destination for sustainable and innovative farm tourism practices.

In her keynote address, Secretary Frasco underscored the transformative potential of farm tourism in driving rural development, ensuring food security, and preserving the Philippines’ rich cultural heritage.

“At the heart of farm tourism lies a simple yet powerful idea: our farms are more than just places of production. They are living landscapes of culture, history, and sustainability—where traditions are passed down, innovation takes root, and communities find new pathways to prosperity,” Secretary Frasco said.

“Under the leadership of President Ferdinand R. Marcos Jr., we recognize farm tourism’s vital role in contributing to our nation’s prosperity. Guided by the National Tourism Development Plan, the DOT is committed to strengthening this sector through programs that empower local communities and promote sustainable agricultural practices,” she added.

With the theme “Innovations in Farm Tourism: Cultivating Growth and Sustainability,” the conference spotlighted success stories from across the country, including bio-diversified farming initiatives that have revitalized rural communities, such as General Santos City's grapes farming as an emerging industry.

Secretary Frasco reaffirmed the DOT’s dedication to positioning farm tourism as a vital pillar of the country’s tourism strategy. She also emphasized the importance of collaboration among government agencies, local government units, and private stakeholders to ensure the sector’s sustainability and growth.

“By embracing our agricultural heritage and unlocking new opportunities in farm tourism, we cultivate a future where agriculture and tourism bring prosperity to our rural communities—while preserving these vital livelihoods for generations to come,” she remarked.

Passing the torch: General Santos City to Baguio City

One of the conference’s highlights was the turnover of hosting duties from General Santos City to Baguio City for the next PIFTC installment.

Secretary Frasco, alongside ISST Chairperson and former DOT Secretary Mina Gabor and General Santos Councilor Virgie Tiongson Llido, presided over the ceremonial handover of hosting duties, underscoring the importance of continuity in the promotion of sustainable farm tourism across the Philippines.

Malasimbo Music, Arts, and Kids Festival 2025 heads to historic Intramuros, March 8!

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Malasimbo festival returns this March 8 taking place in the walled city of Intramuros’ Puerta Real Gardens. The Malasimbo festival weaves music, arts, dance, environment, and culture into one historical adventure.

The Malasimbo Music, Arts, and Kids Festival, one of the Philippines' most celebrated cultural events, is set to return on March 8, 2025, with a new twist—this year, the festival moves to the historic Puerta Real Gardens in Intramuros, Manila. This exciting change of venue comes with a new partnership with Intramuros, a renowned cultural heritage site, promising an unforgettable experience that blends rich history with vibrant art and music.

A Historic Setting

Intramuros, known for its well-preserved Spanish-era architecture and cultural significance, provides a stunning backdrop for this year’s festival. The partnership with the Intramuros Administration underscores Malasimbo’s commitment to celebrating Filipino heritage and promoting cultural tourism. Festival-goers can look forward to an immersive experience that harmoniously integrates the historic charm of Intramuros with the festival’s modern artistic flair.

Exciting Line-Up

Main stage line up:

François K; Mike Love; DJ Shortkut; Selah Dub Warriors; La Crema; Brigada; Morobeats; Gundamfunk; Laneous; Tommy Sexton & the Suggestions; Orange Juice Asia

Mike Love

François K

DJ Shortkut

Silent Disco DJs:

Sky Dominique ; Flava Matikz ; John Type; Ezzrei ; J-Nice ; Antonne ; Polo Dino; Peebs ; 

Salamangka ; JP Sacaben ; Marga Chi

In addition to the electrifying performances, the festival will feature a Kids' Village, Silent Disco, and mesmerizing art installations by renowned visual artists such as: Agnes Arellano, Billy Bonnevie, Levi Cruz, Olivia d’Aboville, Cherry Fulo, Hohana, Veronica Iberreta, Indie Green Culture, King, Agus Loedin, Bianca Natola, Marco Santos, Troy Silvestre.

Discover the Magic of Malasimbo: A Creative Haven for Kids

As the Malasimbo Music & Arts Festival returns, families have more reasons than ever to join in the celebration. This year, the festival introduces a delightful Kids' Village—a dedicated space where children can immerse themselves in a variety of creative and outdoor activities.

Parents, imagine a place where your little ones can explore their artistic talents, connect with nature, and experience the joy of music and movement. The Kids' Village at Malasimbo offers a treasure trove of workshops and activities designed to spark creativity and foster a love for the outdoors.

A Creative Wonderland

From crochet and painting to drumming and yoga, the Kids' Village has something for every young artist and explorer. Camille Salazar will lead a colorful Sticker Workshop, where children can let their imaginations run wild and create personalized stickers. Arts and crafts lovers will enjoy the Nature Weaving Workshops by Cherry Fulo, where they can use natural materials and colorful yarns to craft unique and beautiful pieces. Hohana, a Malasimbo Visual Artist regular, will teach the art of crochet, allowing kids to bring home their mandala or dream catcher creations. International artist Jeona Zoleta will hold a painting workshop where kids can express themselves freely on a giant canvas.

For those with a flair for rhythm, the Drum Workshop by Billy Bonnevie and Jose Dufourt offers an exciting opportunity to learn basic drumming techniques and explore the world of percussion. Little cyclists can ride their way through the balance bike tracks with Bambike, designed to provide a fun and safe environment for toddlers and young kids to practice their biking skills.

Mindful and Playful Activities

The festival also features Poi & Hoop Workshops by Luisa Jimenez, where children can discover the art of rhythmic movement and express themselves through playful practice. The Yoga Workshops by Steve Manzano encourage mindfulness and relaxation, allowing kids to find their inner calm amidst the festival's vibrant atmosphere. Science enthusiasts can join the Liter of Light workshop with Illac Diaz, learning how to assemble lights and solar panels using sustainable materials. Gardening enthusiasts can participate in workshops led by Bea Macalino, while the Creative Healing sessions with Indie Green Culture Family will offer a holistic approach to well-being.

And for a unique musical experience, kids can head to the silent disco area, where they can wear headphones and choose which DJ to listen to. It's a fun way to enjoy music in a personalized and interactive manner!

A Family Affair

Malasimbo is not just about the kids—it's an experience for the whole family. While the children are engaged in creative activities, parents can enjoy the live music, explore art installations, and soak in the festival's unique ambiance. It's a chance for families to come together, celebrate the arts, and create lasting memories in the great outdoors.

A Historic and Beautiful Venue

For the first time, the Malasimbo Music & Arts Festival will be held at the stunning Puerta Real Gardens in Intramuros, Manila. This lush garden within a cultural and historic site offers the perfect backdrop for a festival that celebrates art and nature.

Join Us at Malasimbo

Don't miss this wonderful opportunity to introduce your children to the joys of creativity, nature, and music. The Malasimbo Music & Arts Festival is a celebration of art and culture that promises to be an unforgettable experience for all ages.

📅 When: 2pm onwards March 8, 2025 📍 Where: Puerta Real Gardens, Intramuros, Manila

Entrance ticket for kids below 10 years old: PhP1,000 General Admission: PhP3,450 for a whole day of music performances, DJs, art installations, and kids activities

Buy tickets at www.malasimbo.com

We look forward to welcoming you and your family to the Malasimbo Festival. Let's make magic together!

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Korean-Speaking Agents join DOT's tourist hotline

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Beginning in February, tourists can access support from Korean-speaking agents through the Department of Tourism's (DOT) expanded Tourist Assistance Call Center (TACC).

The DOT made the announcement on Saturday (Feb 1) on the expansion of the tourist hotline to provide Korean-speaking support, reflecting the Department's commitment to enhancing service for travelers from South Korea, the country’s largest source of inbound tourists.

Inquiring travelers can now receive direct assistance from a dedicated Korean-speaking agent available Monday to Friday, from 8:00 AM to 5:00 PM (Philippine Standard Time).

“As South Korea continues to be our top inbound market, this initiative ensures that Korean travelers can easily access assistance, allowing them to fully enjoy the warmth, hospitality, and attractions that make the Philippines a destination to love,” stated Tourism Secretary Christina Garcia Frasco. “In alignment with President Ferdinand Marcos Jr.’s vision of a digitally empowered government, the DOT is dedicated to improving its platforms to deliver accessible, efficient, and world-class service to all tourists, both domestic and international.”

This enhancement aligns with the government's broader goal of digitizing public services, promoting a seamless, responsive, and tech-driven approach to tourist assistance.

The TACC has facilitated over 13,502 transactions as of January 30, 2025, servicing tourists from 71 different nationalities, with the Philippines, the United States, and Australia being the most represented. Common inquiries include general tourism questions, travel and tour services, DOT accreditation, and career opportunities.

A flagship program of the DOT under Secretary Frasco, the TACC was recognized as one of Asia’s premier customer support platforms, and was recently awarded "Best in Service – Customer Support (Regional Level)’ award at the prestigious Asia Best of Best Awards 2024 at Westin Dubai, Mina Seyahi Beach Resort & Marina, Dubai UAE.

In its ongoing commitment to tourist convenience and inclusivity, "the DOT is working to expand multilingual support services including Mandarin and other languages for a more diverse range of travelers. We understand the role of language accessibility in creating a smooth and enjoyable travel experience,” added Secretary Frasco.

In 2024, the Philippines welcomed 1,574,152 visitors from South Korea, representing an 8.1% increase from 1,455,977 arrivals in 2023. This figure also indicates a 2.5% growth compared to the 1,539,402 arrivals in 2019, demonstrating a complete recovery that has surpassed pre-pandemic levels. South Korea remains the Philippines’ largest source of foreign visitors, capturing over 26.46% of the total tourist arrivals.

For seamless and responsive assistance, tourists can contact the TACC through various platforms. The DOT emphasizes the updated mobile hotline at +63 954-253-3215, ensuring a more efficient communication channel for travelers. Additionally, landline users can reach the center via 151-TOUR (151-8687), while inquiries can also be sent via email at touristassistance@tourism.gov.ph. 

For real-time assistance, travelers may connect through Facebook Messenger at Department of Tourism – Philippines or utilize the Click2Call and Live Webchat services available on beta.tourism.gov.ph.

DOT, DSWD formalize partnership to aid disaster-affected tourism front liners

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Tourism workers affected by natural calamities, disasters, and emergencies can now avail of financial and training assistance from the Department of Tourism (DOT) and the Department of Social Welfare and Development (DSWD).

This, after Tourism Secretary Christina Garcia Frasco and Social Welfare and Development Secretary Rex Gatchalian formally sealed the Memorandum of Agreement (MOA) on the Bayanihan sa Bukas na may Pag-asa sa Turismo (BBMT) program on Thursday (Jan. 23). Undersecretaries Shahlimar Hofer Tamano and Diana Rose Cajipe were also present and served as witnesses.

This means that qualified tourism frontliners may now avail of the DSWD’s existing cash assistance programs, including the Emergency Cash Transfers (ECT) and Cash for Work, while simultaneously receiving the DOT interventions on alternative livelihood training programs like basic hilot; candle making; beads and artwork training; basic bread and pastry making; detergent making; fun farm tour product development; tourism awareness and tourist reception seminar; community-based kulinarya; and the Filipino brand of Service Excellence (FBSE), if their usual sources of livelihood have been disrupted by calamities and emergencies, including those affected by the recent eruption of Mt. Kanlaon in Negros Occidental.

The partnership seeks potential program participants who can be disaster-qualified tourism workers listed under the Listahanan 3; other qualified household beneficiaries under a standardized/unified targeting system used by the DSWD; other criteria prescribed in other disaster risk reduction guidelines that will be promulgated in the future; resident workers in tourism destinations or attractions; members of a community-based tourism organization or beneficiaries jointly approved by the DSWD and DOT; or may be affected by calamities or emergencies that disrupted their livelihood as tourism service providers.

“I'm so grateful to Secretary Rex Gatchalian and to the entire team of the DSWD for the culmination of months of coordination that will benefit thousands of tourism workers across the country,” Secretary Frasco said in her speech during the signing ceremony held in Pasay City.

“Tourism is such a reliable source of livelihood and a reliable pillar of our economy that notwithstanding climate-related disasters, it can continue to provide a source of employment and income. And what the partnership with the DSWD will do is that it will capacitate the DOT as well to come in and to provide the assistance that's necessary for them to go on with their lives and continue to have sources of livelihood,” she emphasized, noting that the partnership is just the beginning of more collaborations with the DSWD.

“Through this partnership, we can also see where national government funding goes– that there is a concrete demonstration of the result of the government interventions given to our tourism workers. In the DOT, we are committed to continuing to uplift the lives of Filipino tourism workers all over the country and to capacitate them with skills that will ensure that tourism continues to be a positive force in their lives and the transformation of the quality of lives of their families,” she added.

For his part, Secretary Gatchalian said that this partnership ensures “that the marginalized, those affected by natural calamities, or those with a greater poverty issue,”, are directly impacted by the financial capacities of the DSWD: “I would like to express our gratitude to the Department of Tourism for this groundbreaking partnership that will help our dedicated workers in the tourism industry. The tourism sector is undeniably a cornerstone of our economy. The tireless efforts of our tourism workers have played a crucial role in showcasing the beauty of the Philippines. However, because of the recent disasters that hit the country due to national calamity and natural and manmade hazards that were further aggravated by the effects of climate change, it is unfortunate to witness the devastating impacts of calamities in our poor communities. Part of these communities that are directly affected whenever we have disasters are the workers in the tourism center since their families, homes, and properties are not the only ones that are affected, but also their way of life.”

“We are very excited that this partnership is a synergy of your vision with our mandate and making sure that we efficiently use government resources to reach as many communities to help as to many distinct communities there are in the country. In response, the DSWD is proud to partner with the DOT to implement the Bayanihan sa Bukas na may Pag-asa sa Turismo” or the BBMT,” he added.

Last May 27, 2024, both Secretaries attended the pilot run of the BBMT to give financial and training assistance to the victims of widespread flooding in several areas of the Davao Region and Agusan Del Sur in the Caraga region in early February 2024. The ceremony was held in Mati City, Davao Oriental.

Philippines to Host ASEAN Tourism Forum 2026

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Johor Bahru, Malaysia – In a significant milestone for Philippine tourism, The Philippines represented by Secretary of Tourism Christina Garcia Frasco formally accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during a ceremonial handover held at the Johor International Convention Center on January 20, 2025. The symbolic gavel was handed over to Secretary Frasco by Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture marking The Philippines' commitment to host this prestigious event.

The ATF is set to include the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of Cebu in January 2026.

Meanwhile, the preparatory meetings leading to the most prestigious gathering in ASEAN will be held in Manila and Boracay.

“As the Philippines takes on the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” Secretary Frasco said.

She highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer.

Secretary Frasco emphasized that “Cebu is a hallmark of unity — evincing what can happen when communities, businesses, and governments come together to create a tourism model that is both profitable and responsible”.

“The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.

Aside from the ASEAN meetings, a TRAVEX trade show, and various conferences will also be hosted by the Philippines as part of the ATF 2026.

The Philippines' upcoming hosting of the ATF follows the country's successful mounting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism.

Philippines as Vice Chair

Alongside her participation in the ASEAN Tourism Forum 2025, Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting, which was attended by tourism ministers from ASEAN member states Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, as well as representatives from Russia, Japan, India, and South Korea.

As the lead country coordinator for the development of the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations to fellow ministers aimed at fostering a tourism sector that drives equitable and sustainable economic growth for all.

“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honoring our heritage and culture,” said Secretary Frasco.

She also emphasized the Philippines’ commitment to work with its ASEAN neighbors to build a sustainable tourism industry, “where tourism is not only about counting visitors but measuring their spending, contributions, and impact upon our communities, driven by the primordial principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.”

The Tourism Chief of the Philippines also called ASEAN a “family.” “United by a shared vision for the mutual prosperity of our nations, we perpetuate the notion that tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, creating memories etched in the hearts of all who come upon our streets and shores.”

DOT’s Philippine Experience Program now on KLOOK

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The Department of Tourism (DOT) and Klook Philippines on Wednesday (Jan. 15) formally signed a partnership that would make travel experience in the country more accessible for all, highlighting curated tour packages of the Philippine Experience Program (PEP), a flagship tourism program that was developed and launched under the Marcos Administration.

With the unveiling of the latest collaboration between the DOT and one of Asia’s leading platforms for experiences and travel services comes a pioneering roster of PEP tours on the platform offering tours across the country. It also aims to accelerate the digitalization of Philippine tourism.

Now available on Klook are must-experience destinations including a Culture, Heritage & Arts Tour in Calabarzon, where travelers will discover the captivating Pagsanjan Falls, and cultural landmarks like the connective Pinto Art Museum and the historical Villa Escudero.

Also available is the Culture, Heritage & Adventure Tour in Bicol, where one can embark on an ATV adventure to Mayon Volcano and sample the delicious Bicolano cuisine, highlighting the wonders found south of the capital in Luzon.

Up north, the Culture, Heritage & Arts Tour in the Ilocos Region offers visitors to the breathtaking UNESCO World Heritage City to discover the Philippines’ Spanish colonial history. During the tour, participants will also get the chance to interact with locals and savor local specialties like empanadas and tupig.

For those looking to explore the Visayas region, travelers can look into visiting Silay City, known for its well-preserved Spanish colonial architecture and heritage houses, as well as its fresh and delectable seafood through the Culture, Heritage & Arts Tour in Western Visayas.

To round up the pioneering set of tours is an exclusive experience highlighting the beautiful sights, history, and traditions of Palawan in the Culture, Heritage & Arts Tour in Palawan, through the Palawan Special Battalion WW-II Memorial Museum, Binuatan Weaving Creation workshops, and the Butterfly Garden.

On top of the PEP curated tours the partnership also looks to integrate the DOT’s Tourist Rest Areas (TRAs) on Klook and initiate exploratory partnerships with the Mactan-Cebu International Airport and Clark International Airport through the endorsement of the DOT.

Tourism Secretary Christina Garcia Frasco and Klook President and Co-Founder Eric Gnock Fah led the ceremonial signing of Strategic Alliance and Memorandum of Agreement between the DOT and Klook, with Tourism Assistant Secretary Sharlene Zabala-Batin and Klook General Manager for Philippines and Thailand Michelle Ho as witnesses.

Tourism Secretary Christina Garcia Frasco

“With this partnership with Klook, the Philippine Experience Program will now be carried on the Klook platform. The Philippine Experience Program is a flagship initiative of the Marcos administration, whereby, we are translating the President's vision of reintroducing the Philippines to the world, not just from a one-dimensional lens of fun and adventure, but also from the highly diversified lens of our Filipino identity that can very well be seen in in our culture, our heritage, our stories, immersions into our communities, our gastronomy, and all the other experiences that you can have in our destinations. Carrying the Philippine Experience Program on Klook will also equalize tourism opportunities among our destinations, which is the advocacy of the Department of Tourism,” Secretary Frasco said.

Tourism Assistant Secretary Sharlene Zabala-Batin and Klook General Manager for Philippines and Thailand Michelle Ho

From Klook's end, the global platform’s co-founder shared his excitement about this new endeavor.

Klook President and Co-Founder Eric Gnock Fah

“At Klook, we believe there are countless adventures, unique experiences, and cultural treasures still waiting to be discovered. Here in the Philippines, with its stunning natural wonders and the warmth and vibrancy of its people, we are excited to partner with the Department of Tourism to bring even more of these incredible experiences to Filipinos and travelers around the world,” Gnock Fah said.

Klook will also continue hosting a series of regional roadshows to encourage more travel operators to take advantage of its technology and have a global reach.

Over the years, Klook has been an active partner of the DOT. The first partnership was during the pandemic for training seminars on social media marketing and product development; the rolling out of Intramuros Pass to give travelers exclusive access to attractions and activities inside the award-winning Walled City; and the marketing collaboration with the Tourism Promotions Board on the Love the Philippines Campaign.

At present, Klook has over half a million experiences on its platform, catering to over 2,700 destinations nationwide.

CHTM - EARIST Elevates Manila Zoo Experience through its Extension Program

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The College of Hospitality and Tourism Management (CHTM) of the Eulogio “Amang” Rodriguez Institute of Science and Technology (EARIST Manila) has successfully launched “Wildlife Wanders: Empowering Tour Guides at Public Recreations Bureau - Manila Zoo,” a collaborative effort between CHTM and the City of Manila’s Public Recreations Bureau. This innovative program aims to enhance the skills and professionalism of zoo employees, thus enriching the visitor experience at one of the city’s premier attractions.

(From L-R) Prof. Perlita M. Mallari, Mr. Bong Quintana, Ms. Ivonny S. Formantes, and Dean Maria Rhoda D. Dinaga

The program’s inaugural session, Tourism Extension I, provided an exciting learning session for the Manila Zoo employees. It focused on essential tour guiding skills, including confidence in public speaking. Mr. Elmer “Bong” Quintana led the session and engaged participants like tour guides, receptionists, and guest relations personnel in interactive exercises to improve their communication abilities and foster visitor engagement. The training was designed to help zoo staff offer more enjoyable and informative experiences for guests.

The second phase, Tourism Extension II, was held at the Manila Zoo Museum. Fifty employees attended a comprehensive training under Prof. Maria Dolly N. Salamanca. Each participant gained valuable insights into their essential roles as advocates for wildlife conservation and educators for the visitors.

By prioritizing skill-building and knowledge-sharing, the program emphasizes the importance of having well-trained and professional staff. Participants expressed their motivation and commitment to provide excellent service that aligns with the zoo’s educational mission.

This initiative highlights the successful partnership between EARIST Manila and the Public Recreations Bureau, led by Dean Maria Rhoda D. Dinaga and Department Head of Tourism Management, Prof. Perlita M. Mallari. They were joined by Dr. Eriberto R. Astorga, Jr., the Director of Extension Services, Project Leaders Prof. Tenie P. Lirazan, Prof. Angela M. Caaya, and Prof. Glessie M. Basa.

Faculty members Dr. Loida B. Banzuelo, Prof. Virgel E. Diamante, Prof. Mary Grace C. Santos, and Prof. Kristine Joy Castro-Ollero contributed their expertise, together with students from the Society of EARIST Tourism Management Students (SETS).

Plans for a third installment, Tourism Extension III, are already underway. This next phase will concentrate on advanced professional development to ensure zoo employees have the necessary resources to accomplish their roles. EARIST Manila’s commitment to continuous learning and skills enhancement promises to sustain the momentum of this partnership in the coming years.

The success of “Wildlife Wanders: Empowering Tour Guides at Public Recreations Bureau - Manila Zoo” aligns with EARIST Manila’s objectives of community engagement and education. The institution demonstrates the potential of educational programs to drive positive change within local organizations while enhancing individual capabilities and community impact.

The strong partnership between EARIST Manila and the Public Recreations Bureau showcases how shared expertise can produce substantial and sustainable results. Faculty, students, and zoo employees work together towards a shared goal.

“Wildlife Wanders” embodies a legacy of empowerment and progress. EARIST Manila shapes a brighter future for tourism by ensuring that Manila Zoo visitors will leave with meaningful insights and a deeper appreciation for wildlife and the efforts dedicated to its conservation.

Inspired By Love, DOT Unveils Murals Featuring Breathtaking Sites, Rich Biodiversity

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The Love Biodiversity mural by Island Artists Boracay displays the world-renowned island’s main attractions and rich wildlife. Photo by the Department of Tourism

Driven by the passion to let future generations witness the beauty of the Philippines, the Department of Tourism (DOT) unveiled a series of murals that featured not only breathtaking tourist sites across the country but also its rich natural wonders.

From July to October 2024, DOT’s regional offices led their respective celebrations of “Love Inspired: The Philippines, a Canvas of Biodiversity” in 16 locations, all popular tourist destinations.

The events, also called Love Biodiversity Day 2024, highlighted the launch of murals made by local artists and activities that raised the awareness of tourism stakeholders and local communities about taking care of the environment.

Among the tourist spots that joined the event was the world-famous beach and dive destination Boracay, which takes pride in its powdery white sand and crystal-clear waters.

The Love Biodiversity 2024 mural along Magsaysay Boulevard in Tacloban City that DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing called a “visual road trip to Eastern Visayas.” Photo by the Department of Tourism

Made by Lito Panganiban and Japs Avelino of Island Artists Boracay, their mural showed the island’s various attractions like the sandcastle, the Boracay Keyhole, Willy’s Rock, and the paraw sailboat, as well as the island’s wetland and marine residents like the sea turtle and clownfish.

“This vibrant mural showcases the region's lush flora and fauna, majestic landscapes, and vital marine environments, serving as a poignant reminder of our unique biodiversity,” according to the DOT’s Region 6 or Western Visayas office.

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing (middle), Clark Development Corporation President and CEO Agnes Devanadera (third from right), DOT-Region 3 Director Richard Daenos (second from right), and other guests join hands as they present the mural made by Placid Studio displayed at Clark Museum. Photo from Facebook/Department of Tourism – Region 3 Office

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing (left) and former DOT – Ilocos regional director Joseph Francisco Ortega unveiled the Love Biodiversity 2024 mural in the municipality of Bauang. The painting shows a thriving mangrove forest with a walkway, as well as La Union’s popular product grapes. Photo by the Department of Tourism

Aside from being an award-winning destination including Asia’s Leading Luxury Island Destination in the World Travel Awards 2024, Boracay is “home to numerous native species of trees such as Narra, Ipil, Kubi, Antipolo, Isis, Sakat, Balakat, Katmon, and Bakawan Dagat,” as well as “344 bird species (both native and migratory), 55 reptile species, around 39 bat species, 51 frog species, and 25 species of medium and large-sized mammals, all adding to the rich and vibrant marine life of the area,” said DOT-Region 6 Director Crisanta Marlene Rodriguez.

The emerging tourism and events hub Clark in the province of Pampanga, also known as the culinary capital of the Philippines, participated in the mural reveal.

The mural created by artists from Placid Studio “honors the region's biodiversity, featuring the pawikan of Morong, Bataan, mole cricket (kamaru) of Pampanga, Acacia trees and crows of Clark, the Aeta community, Mount Pinatubo, and the waterfalls of Aurora,” according to information from the Tourism Promotions Division of the Clark Development Corporation.

It also carried the DOT’s tourism slogan “Love the Philippines.”

The DOT’s flagship campaign Love the Philippines is prominently displayed in the Love Biodiversity 2024 mural made by Paschal Artista. The painting, found at the Anilao Port in the municipality of Mabini in Batangas, features the rich marine life in the waters of Anilao. Photo by the Department of Tourism

Meanwhile, Tacloban City in Leyte province – which was among the areas leveled to the ground by Super Typhoon Yolanda (Haiyan) in 2013 – also hosted a mural for Love Biodiversity Day 2024.

Located along the scenic Magsaysay Boulevard, which faces Cancanato Bay, local artists Kim Clinton Gonzales and Andrew Abainza finished the majority of the mural, which was later on finished by local and national government officials and other guests by painting more elements during the launch itself.

The mural “featured various protected landscapes and seascapes, including Biri Larosa, Calbayog-Pan-As Hayiban, Samar Island Natural Park, Guiuan, as well as the San Juanico Bridge, Mt. Naliwatan, Lake Danao, Mahagnao Volcano, Cuatro Islas, and Sogod Bay,” said a report from the Philippine Information Agency.

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisubming even called the artwork “a visual road trip to Eastern Visayas.”

In Mindanao, the culture-rich regions of Davao and the SOCCSKSARGEN area hosted two murals that showed the island’s diverse flora and fauna, including the Philippine eagle.

The 18-meter Love Biodiversity Day 2024 mural in Region 11 can be found inside the Mt. Hamiguitan Natural Science Museum, and made by members of the Kwadro-Uni Arts and Outdoors Club of the Davao Oriental State University, according to the DOT’s Davao Region. It shows the panoramic view of Mt. Hamiguitan, seemingly being guarded by a Philippine eagle on top.

“The mural depicts the diverse flora and fauna of Mt. Hamiguitan. It also serves as a testament to Davao Region's commitment to continuing its efforts to preserve and cultivate its rich biodiversity,” it said.

Meanwhile, the 50-meter portion of the Surallah-Lake Sebu Road in South Cotabato was transformed into a canvas by members of the Kudlit South Cotabato and Ko’Gon Visual Artists of Koronadal, which “showcases the breathtaking biodiversity of South Cotabato and the natural wonders of Lake Sebu, reminding us of the importance of protecting these treasures,” said the DOT’s SOCCSKSARGEN office.

Aside from the inauguration of Love Biodiversity Day 2024 murals, select DOT regional offices also held activities engaging both officials and stakeholders to become more involved in preservation and sustainable tourism.

In Dipolog City, Zamboanga del Norte, where the mural for Region 9 or Zamboanga Peninsula was unveiled, guests took part in the coastal cleanup along Dipolog City Boulevard.

Officials and tourism stakeholders also planted more than 200 seedlings of mangroves during the launch of the Love Biodiversity Day 2024 murals in the province of La Union and Iligan City, Lanao del Norte. According to CURMA, a group that advocates primarily the conservation of sea turtles and joined the launch in La Union, mangroves can help “prevent soil erosion, protect fish landing zones, enhance biodiversity, and absorb carbon. "

Guests were also taught to weave hats made of coconut leaves during the Love Biodiversity Day 2024 mural unveiling in Batanes, among the Philippines’ most breathtaking destinations.

Other “Love Biodiversity Day 2024” murals were also launched at the diving site in Anilao Batangas, in the province of Marinduque which is said to be the geographical center of the Philippines, in the “abaca capital of the Philippines” Catanduanes, in the “summer capital of the Philippines” Baguio City, in Dumaguete City in Negros Oriental known as the “center of learning in the South,” in the province of Agusan del Sur rich in natural attractions and wildlife, and in Arroceros Park that is known to be the “last lung” of Philippine capital Manila.

The DOT pointed out that its regional offices “are the number one proponents of sustainable tourism in the Philippines, along with concerted efforts from the private sector.”

Assistant Secretary Quisumbing declared that each unveiled mural “serves as a powerful reminder of our collective commitment to conservation, emphasizing that every action counts in preserving our environment.”

“By making small changes in our daily lives—such as adopting a more sustainable lifestyle and supporting local conservation efforts—we have the power to foster positive change together,” she said.

She added the public – including tourists, officials, and other stakeholders – “can redefine tourism by making it a force for good.”