The event featured talk segments from experts and specialists in the field of marketing namely, Mr. Shane “Shawn” Bellare, the Founder and Managing Director of Studio Bellare; and Dr. Paulo Benito S. Tugbang, the Department of Tourism’s Director for Product Development and Concurrent Director for Medical Travel and Wellness Tourism Programme; both shared their technical expertise, approach, and realistic knowledge about modern tourism marketing, destination marketing, and strategic tourism destination management.

As the university aims to develop closer partnerships and collaborations with fellow Dominican schools, CTHM, through Bachelor of Science in Tourism Management classes 4TOM4 and 4TOM5 taking up the course Destination Management and Marketing (under Inst. Arnulfo Ricardo A. Butiong, MMC), presented their Integrated Marketing Communication Campaign outputs together with the 3rd Year BA Communication students from Colegio de San Juan de Letran-Abucay, Bataan. Prior to the colloquium, students from both institutions conducted a site visit and a Usage, Attitude, and Image (UAI) survey in partnership with the Provincial Government of Bataan (represented by the Provincial Tourism Office under Ms. Danica Lolita Tigas-Rodriguez) as part of the process in creating a compelling IMC Campaign. This initiative became a platform to other Dominican and non-Dominican Higher Education Institutions to share knowledge and strengthen collaborations among the community.

The collaboration was facilitated by administrators of the two institutions, led by their respective Rectors, Rev. Fr. Richard G. Ang, O.P., PhD (UST Manila) and Rev. Fr. Raymund Fernando Jose, O.P. (Colegio de San Juan de Letran – Abucay, Bataan). CTHM administrators led by Dean Gezzez Giezi G. Granado, DCL, Regent Rev. Fr. Ferdinand Bautista, O.P., PhD, Department of Tourism Management Chair Christine C. Fajardo, and Sentro Turismo Coordinator Jame Monren T. Mercado activated the collaboration with Letran-Bataan through its Executive Vice-President and Vice-President for Administrative Affairs, Rev. Fr. Reynor E. Munsayac, O.P., Dean Hazel F. Nisay, and Alumni and Public Relations Department Officer-in-Charge John Ian L. Seeckts.

Furthermore, the class of 3TOM4 taking up the course Introduction to Meetings, Incentives, Conferences, and Events (MICE) Management (under Inst. John Jerick C. Santos) with their production name Tanaw Creatives took on the challenge of organizing this event, giving them realistic learning experiences from planning to executing an event.

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The MOA highlighted the implementation of Pagtanaw Echague, Isabela arising from the courses THM52016: Tourism Policy, Planning and Development, TOSM5263: Travel Agency Management and Operations, and THM52019: Introduction to Meetings, Incentives, Conferences and Event Management.

Through their requirements under THM52016, six (6) sections from third-year BS Tourism Management are tasked to develop sustainable tourist site development plans for six (6) sites in Echague, Isabela, namely, Calsa-Multipurpose Cooperative, Echague Public Market, Tercero Street, Echague East Central Elementary School – Gabaldon Building, Eatchague Banchetto, and Echague Rattan Industry in Barangay Affunan. The MOA provided both parties with assigned duties and responsibilities for planning, research fieldwork implementation, monitoring and evaluation, and turnover activities. The logistical requirements were assigned to students from class 3TOM3 under TOSM5263. At the same time, class 3TOM5 under THM52019 was assigned to conduct the Heritage Youth Forum for the Rattan Weaving Industry.

The Municipal Government of Echague, Isabela, was represented by its Mayor, Hon. Francis Faustino “Kiko” A. Dy, and Mr. Louie C. Simbe, the Municipal Cultural and Tourism Officer. For the ľĹÉ«, it was represented by a Member of the CTHM Dean’s Council, Asst. Prof. Maria Concepcion A. Ang and Asst. Prof. Jame Monren T. Mercado, MACHS, Coordinator of the UST Sentro Turismo.

In the same event, a Memorandum of Understanding (MOU) among the UST Simbahayan ľĹÉ« Development Office, CTHM, and the municipality was forged to conduct a dance workshop of Echagueño Youth, which CTHM Intenzyc facilitated.

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The plan aimed to assess the potential of Barangay San Miguel in Echague, Isabela, for sustainable community-based tourism in the new and next normal. It also determined the current situation of the barangay, specifically its community-based tourism industry development, analyzed different related issues, constraints, and opportunities of the barangay for community-based tourism industry development, assessed the perspectives and views of different stakeholders on the sustainability and development of the barangay’s tourism resources, assessed tourism development impacts, specifically on the barangay’s economic, socio-cultural, and environmental aspects, and developed a sustainable community-based tourism strategic development framework and sustainability indicators for Barangay San Miguel, Echague, Isabela.

The Office of Hon. Faustino “Inno” A. Dy V of the 6^th District of Isabela initiated the project and was supported by the Municipal Government of Echague, Isabela. The turnover activity was conducted at the Blessed Jane of Aza Lounge, Buenaventura Garcia Paredes, O.P. Building.

Mr. Louie Simbe, the Municipal Tourism, Culture, and Arts Officer of the Municipality, and Ms. Claire Santiago, the Political Affairs Assistant under the Office of Cong. Inno officially received the plan. Officials from the DOST NRCP also attended the event. It was headed by Dr. Aimee Lynn Barrion-Dupo (President) and Dr. Bernardo N. Sepeda (Executive Director). While RCSSEd was represented by its Director, Assoc. Prof. Dr. Jeremaiah M. Opiniano.

#TeamKomunidad of the UST CTHM and Sentro Turismo spearheaded the project under the leadership of Asst. Prof. Jame Monren T. Mercado, MACHS, with the team members, Asst. Prof. Dr. Avi Ben P. Andalecio, Dr. Fhamela F. Sarmiento, Asst. Prof. Maria Concepcion A. Ang, Assistant Dean Assoc. Prof. Dr. Evangeline E. Timbang, and Dean Assoc. Prof. Dr. Atty. Gezzez Giezi G. Granado.

The plan was an output of the project entitled “Sustainable ľĹÉ«-based Tourism Potential and Development of Barangay San Miguel, Echague, Isabela in the New/Next Normal.” The project was also part of the 1^st batch of the Policy-funded Research Projects under the National Research Council of the Philippines (NRCP) of the Department of Science and Technology (DOST).

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The project is in partnership with the City Government, represented by its Mayor, Hon. Lucy Torres-Gomez, Hon. Richard I. Gomez, DPA (Congressman, 4^th District of Leyte), the members of the Sanggunian Panlungsod Committee on Tourism, Culture, Heritage, and the Arts, the City Tourism Council, and the Ormoc City Tourism Office. At the same time, the ľĹÉ« was represented by the Assistant Dean of the College of Tourism and Hospitality Management, Assoc. Prof. Dr. Evangeline E. Timbang, and the members of the project team.

Mayor Torres-Gomez pointed out during her Message of Appreciation that the plan will provide them with significant measures for conceptualizing their programs and projects for the sustainable tourism development of the city. It also allowed the government to be aware of the current negative situations in the Ormoc Tourism Industry that it must address. After the output presentation, the Sanggunian Committee approved the Resolution adopting the plan.

The project team was headed by its Project Director, Assoc. Prof. Dr. Atty. Gezzez Giezi G. Granado, together with its members, Asst. Prof. Jame Monren T. Mercado (Project Coordinator and Writer/Researcher), Asst. Prof. Maria Concepcion A. Ang (Writer/Researcher), Dr. Fhamela F. Sarmiento (Writer/Researcher), Mr. Wyett White T. Lee (Writer/Researcher), Mr. Alec P. Bagcus (Writer/Researcher), Ms. Andrea Nicole D. Hernandez (Research Assistant), and Mr. Allan B. Bundang (Graphic Artist).

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UST REFI was awarded the grant by the Gerry Roxas Foundation (GRF) and the Philippine office of the United States Agency for International Development (USAID) for the project titled “Siquijor Island Conservation and Restoration: Toward a Regenerative Ecotourism Destination”.

This action research project was among 11 recipients of grants from GRF’s program called INSPIRE or Investing in Sustainable Partnerships for Inclusive Growth and Regenerative Ecosystems.

Looking at both seascapes and landscapes, the project aims to ensure that the island’s natural ecosystems “will be conserved and restored, leading to a sustainable and regenerative Siquijor Island”. For 2.5 years, this action research project hopes to aid Siquijor’s collaborative governance efforts on environmental protection, environmental conservation education, and achieving community-based sustainable livelihood.

The project seeks to empower Siquijor’s provincial and municipal governments to regulate the use of trees and medicinal plants, curb illegal and unregulated fishing activities, encourage tourism development, reduce solid and liquid wastes, and control freshwater consumption. These efforts contribute to the vision of making Siquijor a “zero-waste island”.

A team from REFI will spearhead the project, led by Executive Director Fr. Maximo Gatela, O.P. and Technical Team Leader Dr. Moises Norman Garcia of the College of Science. Team members include Dr. Maria Rosario Virginia Cobar-Garcia (Science), Dr. Arlen Ancheta and Dr. Alain Jomarie Santos (both from the Faculty of Arts and Letters), as well as Asst. Prof. Arnold Distor and Asst. Prof. Racquel Layco (Science).

Dr. Ancheta, Dr. Cobar-Garcia, Dr. Garcia, and Asst. Prof. Layco had done studies on the zero-waste island concept, covering solid waste management, energy efficiency, food and water, and sustainable use of natural resources. These previous studies were conducted for a global advocacy group, the Global Alliance for Incinerator Alternatives (GAIA), under the auspices of the Research Center for Social Sciences and Education (or RCSSED, UST’s social sciences research arm).

According to team leader Dr. Moises Norman Garcia, the previous studies and the current INSPIRE-funded project will capitalize on “environmental advocacy to counter climate change and [take inspiration from] Pope Francis’s encyclical Laudato Sí.”

This INSPIRE-funded project contributes to climate change action, says this full professor of Biological Sciences, by directly aligning the project to some of the sustainable development goals (SDGs) of the United Nations.

UST REFI formalized its receipt of the INSPIRE grants during a May 22 grants awarding ceremony at the National Museum of Natural History, with the US Ambassador to the Philippines, Her Excellency Mary Kay L. Carlson, gracing the event.

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The project aimed to assess the potential and development of the Barangay and its related stakeholders on sustainable community-based tourism. It was funded by the Department of Science and Technology – National Research Council of the Philippines (DOST NRCP) through the initiative of the House of Representatives Office of Hon. Faustino “Inno” A. Dy V of the 6^th District of Isabela.

During the Policy Forum, Congressman Inno Dy V, who is also the Chair of the House Committee on Bases Conversion, shared the significance of sustainable tourism development to uplift the way of life of the local community and their related stakeholders in the municipality and even through its district and nearby provinces. The plan will provide them with a strategic and evidence-based approach to mechanizing their programs and projects for tourism development and resource conservation. 

After the research forum, Congressman Inno graced a ceremonial signing of the Memorandum of Agreement (MOA) between the ľĹÉ« and the Municipal Government of Echague, Isabela. The MOA signified the strong relationship between the two parties, specifically on implementing the DOST NRCP Policy Funded Research Project. LGU Echague was represented by Hon. Francis Faustino “Kiko” A. Dy (Municipal Mayor), Hon. Allan P. Tupong, MD (Municipal Vice Mayor), the Members of the Sanggunian Bayan, and Mr. Louie C. Simbe (Municipal Tourism, Culture and Arts Officer).

#TeamKomunidad is headed by Inst. Jame Monren T. Mercado, MACHS of RCSSEd, CTHM, and UST Sentro Turismo. He was joined by the project team members, Assoc. Prof. Dr. Atty. Gezzez Giezi G. Granado (Dean), Assoc. Prof. Dr. Evangeline E. Timbang (Assistant Dean), Asst. Prof. Maria Concepcion A. Ang, Dr. Avi Ben P. Andalecio, and Dr. Fhamela F. Sarmiento. They were assisted by Inst. Danilo P. Bustillos II (Department of Hospitality Management) and Ms. Andrea Nicole D. Hernandez (CTHM Alumna Batch 2019).

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Department of Tourism Management Chair Asst. Prof. Jane G. Devenadera, MSTM, CHE, CGSP noted that the hub, a new chapter for both CTHM and the University, will be a niche for sharing and exchange of ideas in line with its purpose. “Ang pagbuo sa UST Sentro Turismo sa CTHM ay isang yugto, isang antas, isang pagbabago sa aming kolehiyo na magsisilbing lugar upang bumuo ng pangarap, pananaliksik, partnership, at marami pang iba,” Devenadera said.

In her message, Regional Director of Department of Tourism – NCR Ms. Sharlene Zabala-Batin noted that the hub not only unlocks the potential of Thomasian students, but it can also serve as an instrument that further shapes the tourism industry not just in NCR but in the whole country.

CTHM Research Innovation and Extension Services Coordinator and Research Center for Social Sciences and Education researcher Mr. Jame Monren T. Mercado, MACHS highlighted that the hub is envisioned to empower local communities by sharing their knowledge and expertise. Mercado also laid down the three theoretical frameworks that molded its concept: educational approach, developmental approach, and ethical approach.

“[UST Sentro Turismo] sustainably promotes significance of academe industry and government partnership collaboration through business and innovation and extension services, which is aligned to our Dominican Values.” Mercado said.

Threefold functions

With its threefold functions of research, teaching and learning, and extension services, the new Sentro Turismo “sustainably promotes the significance of academe-industry-government partnership and collaboration through business and innovation, research and extension services development aligned in the Dominican ethical and moral virtues.” According to the ł§±đ˛ÔłŮ°ů´Ç’s Coordinator Jame Monren T. Mercado, MACHS, “the UST Sentro Turismo envisions to be the lead promoter and implementor of industry and governance-related curriculum development by providing tourism and hospitality outcomes-based programs and projects that could sustainably benefit and provide economic, socio-cultural, environmental, and politico-administrative impacts to different primary and secondary stakeholders.”

The three hubs of the Sentro

The Sentro is comprised of three hubs, namely: 1) Business and Innovation, 2) Research, and 3) Extension Services. 

For business and innovation, the Sentro will provide services pertaining to travel and tourism with its Travel Bureau, Tour Guiding courses, and Ushering activities. It will likewise house the Philippine Gastronomy Unit for the different studies and projects pertaining to Philippine cuisines. In coordination with the UST TomasInno Center, private firms can avail of consultancy services of the Sentro.

Studies on tourism and hospitality will be coordinated by the Research hub, which will liaise with the University’s research units led by the Office of the Vice-Rector for Research and Innovation. Among the projects in the pipeline are the Philippine International Tourism and Hospitality Research Conference and a research journal.

For extension services, the expertise of the College will be provided to various external partners through capacity-building opportunities, speaking engagements, and memberships. A key partner of the Sentro is the UST Graduate School Center for Conservation of Cultural Property and Environment in the Tropics, led by Director Eric B. Zerrudo, PhD, who pioneered and rolled out cultural mapping projects all over the country in coordination with various local government units and institutions.

The new Sentro is managed by the CTHM’s Research, Innovation, and Extension Services Committee, currently led by Coordinator Jame Monren T. Mercado, MACHS. He is joined by Assistant Coordinator Avi Ben P. Andalecio, PhD, Academic Staff Associates for External Affairs Alec P. Bagtus, MSTDM, Academic Staff Associate for Internal Affairs Lizette A. Vicente-Villaflor, MSTHM and Catherine C. Mondejar, MSTHM, Events Coordinator Karl R. Baroro, MBA, and Academic Staff Associates for Events Wyett White T. Lee, MSc and Elijah J. Coronado.

Attending the event are University and CTHM officials, led by the Vice-Rector for Research and Innovation fr. Jannel N. Abogado, O.P., DTPS, CTHM Dean Gezzez Giezi G. Granado, DCL, and CTHM Regent fr. Roland D. Mactal, O.P., SThD. External partners included the Department of Tourism – NCR’s Dir. Sharlene Zabala-Batin and Mr. Ernesto Batin, Technical Education and Skills Development Authority’s DDG Vidal D. Villanueva III and Mr. Rodger Patrice M. Castillo, Tourism Infrastructure and Enterprise Zone Authority’s Ms. Irene R. Tumaon , Philippine Retirement Authority’s Ms. Ma. Alexia Melegrito, Intramuros Administration’s Mr. John Arcilla, National Museum’s Ms. Reinelle S. Rogel, National Library of the Philippines’s Ms. Melanie A. Ramirez, Komisyon sa Wikang Filipino Chairman Arthur P. Casanova, PhD, and local executives Mayor Francis Faustino A. Dy (Echague, Isabela), Mayor Edgon T. Sombilon (San Jose, Romblon).

Industry partners from various associations were also present, such as Philippine Tour Operators Association 1st Vice-President Mary Ann F. Ong, Association of Tourism Officers of the Philippines National Treasurer Jocelyn Abuan, Council of Hotel and Restaurant Educators of the Philippines Director Rudie Cabardo, and Association of Administrators in Hospitality, Hotel and Restaurant Management Educational Institutions President Lilibeth Aragon.

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Gino-gino’s study concentrated on revitalizing the selected Southeast Asia’s UNESCO Marine World
Heritage Sites through Sustainable Tourism. The study evaluated the current state of developmental plans and assessed challenges and opportunities for preservation, emphasizing the importance of integrating sustainability into tourism policies.

Apart from being a venue to disseminate research outputs, the training seminar aimed to assist educational institutions in strengthening and building their capacity, enhancing collaboration with other organizations, and disseminating research papers and journals. This initiative is envisioned to create a more profound culture of research and encourage the production of more academic research that tackles the issues confronting the tourism industry and allows the formulation of strategic business and policy frameworks. Recognizing that tourism is now a major pillar driving economic growth, increasing knowledge on research and consequently developing quality research outputs have become a paramount concern.

In the same event, RTC recognized the ľĹÉ«’s efforts in conducting the training seminar. The recognition was accepted by Assoc. Prof. Dr. Evangeline E. Timbang, the Assistant Dean of
the College of Tourism and Hospitality Management, and Inst. Jame Monren T. Mercado, MACHS, CTHM
RIES Coordinator.

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During the training, two major cultural frameworks were introduced by Dr. Eric B. Zerrudo, CCCPET Director and training facilitator. The first lecture focused on the design and dignification of creative industries, well aligned with this year’s theme “Creative Governance is Good Governance”. The second lecture delved into cultural development planning, a forward-looking activity that defines culture and its context to impact on sustainable development.

The training also featured select case studies of different Local Government Units’ (LGUs) best practices on culture-based governance. These were demonstrated in Iloilo City Creative Governance presented by Ms. Junel Ann Divinagracia, Iloilo City Tourism Officer and Association of Tourism Officers of the Philippine incoming President; in Biñan City’s Cultural Program delivered by Dr. Bryan Jason Borja, Biñan City Tourism and Cultural Affairs Officer; and in Echague’s Municipality Cultural Development Program  by Mr. Louie Simbe, Municipal Tourism Officer.

The experiences of the World Heritage City of Vigan, forerunner of culture-based governance in the country, was also shared by its former Mayor Eva Marie S. Medina. The highlight of the training was the Spark Culture presentation of Samar Province’s Governor Sharee Ann Tan. She sincerely narrated how her administration endeavored to change the negative image of Samar Province to address the problems on insurgency, disaster, and poverty. As a highpoint, she impressed the importance of conducting cultural mapping program, to move forward and to know how to deal these problems in a culturally sensitive governance landscape. Both the cultural mapping programs of the Heritage City of Vigan and the Province of Samar were conducted by USTGS-CCCPET.

The face-to-face training gathered around 200 participants from the academe, local officials, tourism and cultural officers, artists club and organizations from different parts of the country.

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The theme, Tourism and Hospitality Academe-Government Collaboration towards Sustainable Development, directly highlights the significance of academe-government partnership and collaboration in developing sustainable plans and programs for the tourism and hospitality industry and its related stakeholders.

Dr. Reil G. Cruz, Associate Professor from the Asian Institute of Tourism of the University of the Philippines Diliman, was the Plenary Speaker for the virtual event and shared on the current academe-government collaboration in the tourism and hospitality industry. Also, different academic staff from CTHM served as the Members of the Panel of Discussants who shared their experiences on research projects with local government units.

Asst. Prof. Fredeswindo R. Medina, MCHS, CHE, CGSP, shared his group’s experiences on the Municipality of Maragondon, Cavite Natural and Cultural Heritage Mapping Project. Mr. Arnulfo Ricardo A. Butiong, MMC (Tourism Management) and Ms. Kathrine Camille A. Nagal, MBA (Hospitality Management) shared the project outcomes and their experiences during the conceptualization of the Davao City Meetings, Incentives, Conventions, and Expositions (MICE) Strategic Management Plan 2022-2026. Lastly, Assoc. Prof. Atty. Gezzez Giezi G. Granado, DCL, CHE, shared their project output and experiences while conceptualizing the Samar Island Natural Park (SINP) Sustainable Tourism and Strategic Development Plan 2022-2031.

Photo Opportunity with the Plenary Speaker and Panel of Discussants

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