CLARK FREEPORT — The Clark Development Corporation (CDC) and its partners have achieved substantial progress in enhancing tourism in Central Luzon.
Aligned with President Ferdinand Marcos Jr.’s tourism transformation vision, Tourism Secretary Christina Garcia Frasco stressed the significance of a whole-of-government approach in further propelling the development of Pampanga and its neighboring provinces.
“We are also grateful to our national government agencies, for it is this whole-of-government approach to pushing forward Pampanga’s tourism development and its neighboring provinces that will really allow the full realization of our President’s vision of tourism transformation,” Secretary Frasco said during the ceremonial signing of the Memorandum of Understanding (MOU) on May 11, 2024.
This MOU engaged eight sectoral partners with the goal of integrating the renowned Filipino Brand of Service Excellence (FBSE) into the operations of the hospitality industry and establishing it as a holistic brand for the Philippines.
For her part, Atty. Agnes VST Devanadera, CDC President and CEO, emphasized the significance of FBSE as more than just training, but a way of life. She commended Secretary Frasco’s leadership and collaborative effort, citing it as an inspiration to enhance tourism and uphold the Filipino way of life.
In partnership with key stakeholders including the CDC, Luzon International Premiere Airport Development Corporation (LIPAD), Clark International Airport Corporation (CIAC), Bureau of Customs (BOC)-Port of Clark, Philippine National Police (PNP)-Aviation Security Unit III, Department of the Interior and Local Government (DILG) Region 3, Commission on Higher Education (CHED)-Region 3, and Department of Education (DepEd)-Region 3, the Department of Tourism (DOT) formalized agreements to integrate the FBSE into tourism operations. This initiative aims to enhance service standards and prepare for the anticipated Meetings, Incentives, Conventions, and Exhibits Conference (M.I.C.E. Con) on July 10–12, 2024.
It can be recalled that Clark’s emergence as a M.I.C.E. hub has garnered strong support from industry stakeholders, with partnerships formalized during recent signing ceremonies. These partnerships aim to promote arts, culture, and history in Clark, enriching the overall tourism experience and contributing to inclusive growth.
“When I came upon the Department (Tourism), the president’s instructions were very clear. Sabi po niya (President Marcos Jr.), kailangan nating bigyan ng strong foundation ang tourism industry, and we need to be able to enhance the whole tourism experience,” the tourism chief said.
The DOT aims to train 100,000 tourism frontliners nationwide. In 2023, each regional office surpassed its target, with more than 10,040 individuals trained. By 2024, the Regional Office trained a total of 5,583 tourism workers, with many from Clark as of May 10, 2024, based on records from DOT Regional Office III.
“The DOT recognizes the indispensable role of local community guides in the tourism industry, being considered frontliners in championing the country’s local destinations and upholding the rich Filipino culture, heritage, and history, especially now that the Department is aiming to improve Clark as an alternate gateway for tourist markets to and from the Philippines,” according to DOT RO3 Regional Director Richard Daenos.