“Mabuhay!”
TACLOBAN CITY – The Department of Tourism (DOT) in the region recognized outstanding partners in the tourism sector who exemplified the Filipino Brand of Service Excellence (FBSE) during a regional appreciation ceremony held on Thursday, July 31 as part of its continuing efforts to elevate service standards in Eastern Visayas.
The DOT8 2025 FBSE Appreciation Ceremony honored institutions and individuals who demonstrated a strong commitment to promoting quality customer service that reflects core Filipino values such as warmth, hospitality, and respect.
Tourism Regional Director Karina Rosa Tiopes led the awarding ceremony, praising the honorees for their active role in implementing the FBSE program, which has become a cornerstone of the DOT’s service quality campaign nationwide.
The awardees included the city government of Baybay; Leyte Normal University – Tacloban Campus; STI – Ormoc Campus; Northwest Samar State University (NWSSU) – Calbayog City; St. Scholastica’s College – Tacloban; ABE International Business College – Tacloban Campus; Ialodge – Ormoc City; Carlosta Hotel – Ormoc City; and Zpad Residences – Tacloban City
DOT-accredited FBSE resource speakers were also acknowledged, namely, Jerick Florano, Antonio Cinco, Jr., Emily Jill Nival, Cyril Jose Ignacio, and Raymund Ronald Ricafort of the Calbayog City Tourism Office.
The FBSE program, initiated during the tenure of former DOT Secretary Bernadette Romulo-Puyat and continued under current Secretary Christina Garcia Frasco, focuses on incorporating Filipino culture and identity into front-line tourism services.
A central feature of the program is the institutionalized use of “Mabuhay” as a standard greeting, symbolizing the Filipino spirit of hospitality.
“Mabuhay was institutionalized by the DOT as a gesture of warm welcome and show of respect to our guests,” said Tiopes, who also encouraged local government units (LGUs), including those at the barangay level, to adopt ordinances mandating its use in tourism-related establishments.
Baybay City, she noted, was the first LGU in the region to pass such an ordinance, further underscoring its leadership in tourism development and service innovation.
“Thank you for walking the talk,” Tiopes told the awardees, adding that FBSE principles come naturally to many Filipinos because they reflect traits already deeply embedded in Filipino culture.
The ceremony serves not only as a recognition of exemplary service but also as a call for other stakeholders to embrace and promote the FBSE philosophy as the region continues to strengthen its position as an emerging tourism destination.
(LIZBETH ANN A. ABELLA)
