 Hi there! Welcome to Tourism Matters, a program that explores issues about tourism and why tourism is an important part of our lives. This is brought to you by UPAIT and TVUP. Tourism Matters tackle broad topics and are divided into three series. Number one, tourism policy and governance with a specific focus on issue on over-tourism. Number two, tourism education and human resource capacity. And number three, tourism industry, market, and enterprise. We hope you find the series interesting, educational, and fun. Hello, Rika. Hello, Trisha. Nice to see you. Hi, I'm Lui. Sorry. It's called me Lui. Okay, nice to have a gathering of AIT graduates. So, I'm Lui Santamaria. I'm presently working with Microtel here in UP Techno Hub. So, I finished AIT way ahead of you guys. What batch? Seventh batch, 1982. So, obviously I'll be getting my new ID card next year. Why? You're serious? Yes, yes. Enough of me, please. I'm Rika Bueno. I'm now working at the Department of Tourism. I also graduated UP AIT, Batch 18, so a little bit far from you, Lui. I entered AIT in 1983 and I graduated in 1987. My name is Trisha. I am an entrepreneur right now. I entered UP in 1994 and graduated 1998. So, me and my husband now are managing two companies, RDA Foods Corporation. So, that's what we do now. So, you went out of the industry and supplying the industry. Yes, yes. I'll tell you more about it later. Okay. So, I guess this is a nice gathering and maybe it's a good time to talk about our AIT days. I mean, was it, how did it help in our, obviously I'm still in the industry, though part of my career or half of my career was out of the industry. Meaning? The first, well, as I finished in 1982, I joined the Mandarin group as a front office and salesperson and it went on to Sheraton, Accor until after 17 years that I decided to end my 24x7 career in the hospitality industry. And then I moved to a completely different industry, but automotive. I joined the Ayala Automotive group. So, it really went from hospitality to technical. On operations, not on sales, not on marketing, operations. I headed a division and a branch. So, we were forming the corporate sector. I see. And I think that's where my 17 years of customer service and marketing services came into play. Because they wanted to consolidate and be customer centric because it's a technical product. At the end of the day, customer service. Still related to tourism. Tourism is service and people-to-people industry. So, customer service is really at the forefront of tourism. That was 18 years again and I decided to end my employment career. I had to take care of some personal matters and took a semi-retirement and became an entrepreneur. Really? Consultancy for two and a half years until the personal matters have settled down. And the opportunity came again. It's a micro-tell you protect. So, I said, go back to my first love, which is really the hotel. And the AIT neighbor renovated everything. So, I said, it's a good providence. So, I got back in 2018 until now. So, you're the GM of micro-tell? I am the GM of micro-tell. Techno hub? U.P. Techno hub. Just beside AIT? Yes, beside AIT. Love. He's really coming back. He's coming back to Commonwealth. What did he say? He said, start and end my career. In the hospitality industry. Rounding up near UPA, I think, in your career. So, obviously, I said another ID next year. Next to me, you're the most senior. And you are in the government. Yes. All my life, I've been in government since I graduated in UP. So, when I graduated in 1987, I had a short working period at the House of Representatives. So, President Cori? Three months, yes. And then after that, there was an opening by the Philippine Convention Visitors Bureau for an international hosting of the ASEAN Tourism Forum, the first time that the Philippines would be hosting. So, I took the chance to apply as part of the ASEAN Tourism Secretariat. And then after that, that was like preparatory to the actual hosting of ATF in 1988. And then that was around eight months. But after the Philippines hosted it, I applied for a Permanent Shepherd, from PCVC and the Department of Tourism. And then they told me to apply for a permanent position at the Department of Tourism. And that's where I started my career with the DOT. I'm, you know, 30 years this year. So, all my life, a government service. What's the vision? Hi. DOT? The Department of Tourism, I was first assigned at the Office of Product Research and Development. So, this is more on planning and development. So, there were also programs that we catered to the marginalized group and students from public schools, where we would bring them, because there was a program on the Department of Tourism that was called, Don't Be the Johann in the Seryling Bayan. And we give opportunities to the marginalized sectors of the society, the out-of-school youth and students from public schools, to go around the country, grade five and six for the elementary and then third and fourth year high school. So, after that, 2000, because I was in the planning sector for 15 years. Even the first master plan of the Department of Tourism, where we had that grant, technical assistance from the United Nations World Tourism Organization. I was tasked to handle one of the flagship projects, which is now in Bukhol, Panglau Island. There's a master plan there, Panglau Island Tourism Estate project. So, we handled that. So, everything, because in the 90s, the Department of Tourism was very heavy when it comes to master planning. So, I was in master planning for 15 years and product development. And then I moved on to, during the time of Secretary Dorano, I was assigned to handle international promotions. So, from planning, I moved to international marketing. I handled our promotional efforts within the Asia-Pacific market, for seven, eight years. And then after that, I moved around now within the Department of Tourism Operations, because I also had a short assignment in our regional office. So, around 2010, I went to Region 7 for a short while to be the officer in charge of DOT Region 7, Central Visayas. And then there was a change in... Based in Cebu? Based in Cebu. It was six months, seven months. And then there was a change in administration from GMA, of course, to President Aquino. And then I was recalled to the head office. And then handling now operations, which is tourism standards and regulation. I think in my career in DOT, this is the most challenging to be a regulator, because I was handling planning, international promotions, and then regulations. And at the same time, training of our tourism workforce. So, the long, very important aspect in the development of our industry. So, until now, I'm in regional operations and regulations and industry and power development. Like myself, after AIT, we plunged into the tourism industry. Yes. After AIT, so we were practitioners. You, all throughout, I had another industry than BAP. Yes. So, I'm an entrepreneur now. Actually, I've never really been employed to our industry, but in all of my experiences, I went to where I am now. It's really related to what I studied in my college years. In 1998, the graduate, right after graduation, I was hired by a semi-government, I may not in government agency called the League of Vice Governors of the Philippines. Here, I have convention management because we do conventions every quarter in all the different parts of the Philippines. It depends on you. So, I was doing this for all the vice-governors elected during that time. And then afterwards, so that's all convention management. And then after that, I was also hired by De La Salle University to teach convention management. Because that's when the new colleges like the Hotel School of Beniold came out. And then at the same time, I was also part of the Sea Games 2005. So, during that, I was part of the secretariat of that event. So, that's where I really go. Everywhere I go, I really use what I'm learning during the AIT years. The subjects in AIT. The convention management and then sales and marketing are marketing. Even though the subjects are very diverse, we were exposed to different kinds of sectors in the work. So, wherever you go, you're really good. You taught me. I taught you, ma'am. You taught me too. Yes. I was a lecturer for Intro to Hotel and Restaurant Management. Four years. AIT then. We still have teaching. That was my commitment to Danny Corpus. And then after that, I had to share, I paid for work for four years until conflict of schedule. So, I had to... Lecturer, I don't know if I can do it because I don't have a Ph.D. No, I don't have a Ph.D. No, I don't have a Ph.D. I'm a Ph.D., right? AIT, if you need help. You'll apply, right? I handled resort planning and development in AIT for two semesters. And then, I also had the opportunity to teach at Philippine Women's University on special topics. That's true. You were into the... Yes. So, it's like giving back. Apart from as a professor, that's what we call him. After my convention work, then we built the business in 2009. So, in 2009, we started the manufacturing... In 2009 to 2012, we started the manufacturing business. We're actually producing cookies. And then, in the cookies, even though it's a business, tourism became my student. Because our line of business went into souvenir products. So, we're right now in the culture, duty-free. So, on that path, now we're featuring domestic areas of the Philippines in our boxes. So, it's like, even though my heart is still there to promote the beauty of the Philippines and then, still within the industry, at the same time, we're also like, we're going to be exposed by the DTI Expert Marketing Bureau. So, it's like, I joined the convention or the expositions abroad. So, it's beautiful because I'm exposed to the industry. Is it for a particular region, or cookies, or it's just a homemade... It's a homemade, but we feature flavors of the Philippines, like to try mangoes from Cebu, Malagos, chocolate from Davao, calamansi, so the Philippine flavors. So, you've got the thing of every province and you've developed it. That's right, Louis. Because the DOT now is promoting one of the thrusts for our secretaries, Secretary Berna Puyat, who was also an Undersecretary of the Department of Agriculture, is food tourism and farm tourism. So, it's very... If your business is right for your timing because now is the time for the Philippine food to be elevated in the international... Not only Adobo and Balot. Not only Adobo and Balot. Yes, yes. But all others. We have a lot. We have a lot. It seems that we really are into wherever we go that tourism blood is in us. Yes, yes. Definitely. It really goes out without me... There's no conscious effort, but it's really, it just really comes out of our work. So, they're just not... I mean, to put it, we all have our career goals, right? Timeline-wise, it just flows it. To reason, because it's so fluid. Correct. I didn't set any timeline for myself, because I wasn't expecting that... In fact, in my 30 years in government, I also had thought of moving out. Moving out. But maybe because there was a time that, of course, it wasn't smooth sailing, all the way. So, there are... Especially in that time, I remember. There were some business. So, I also thought I would move out of the government, but maybe there was a mission if not... Because you're going back and you're going to give a new opportunity to handle something where you can contribute more. So, when I started in DOT, I didn't have a timeline. Five years, I'll be in this position, or nothing. It's just that... It's the love and passion for... It grows in you. I didn't think about it. Time just goes by. And you enjoy the journey. If you love your work. If you enjoy working. Wherever you are, you enjoy the journey. Actually, I don't have a timeline. Because when I was in college, I didn't have... I wanted to be in the industry. And then, opportunities came along. So, from the NGO, and then I went to the academe. And then I also worked for the government for National Youth Commission. Really? So, there... Youth events were coordinated. And still on events, still on conventions, still on training seminars, and all these other things. So, it's like... And then now, in business. So, it's like the other industries are also involved. Yes. It's a very dynamic, super dynamic industry. Yes. Awesome, ma'am. I was also part of Publicis Ama. It's an advertising agency, a private company. But I also handled events. I was doing the... the... the tambiolo. Yes. During that time, tambiolo pa yolo pa yolo pa. Yes. Yes, because of the digital. Yes, all those things. It's so nice because the course made you open your eyes to a lot of things. And you're not just here. Because of all the subjects that we have studied. Yes. You can really... What? You can choose where you want to go or where you really want to go. We were provided different, right? When we were studying... The foundation. The foundation is beautiful because in the tourism industry, there are many sectors. So, we were given lessons on the hotel industry, convention, travel agency, travel and tour, operations, airline. So, all of this, it's the whole tourism, value chain. And you have a background on management. Yes. On accounting. And even history. Right? So, it opens your mind. It opens your eyes. And you can't choose. But you remember our time. I know. Maybe Lui, we got a little bit of tourism. You were 35, 35 years old. And I remember we also got a little bit of male classmates. We still got a little bit. Because you, maybe I'm with them. Physically male. Yes, physically male. Maybe I'm with them. Out of 35 or 36, there were only six male. Really? So, just one block later, we're already three. We're already two. In the 90s. Yes. So, we got by batch, we're the first batch, second batch. Yes. Because it's only one class. One class. I'm 18. So, I guess we touch on almost everything. I mean, we, the fun and enjoyment of being in the tourism industry. And you mentioned the classes and subjects that contributed to how we were able to expand and work in the current participation. And if I may add, the academic influences and the community. Because my friends or my batch mates up to now, they're still in the industry. They're very excellent in what they do. They're already in higher positions. Yes. And they're doing very well. And because of that, you have a network. So, the community, the AIT community, you get to brainstorm or at least keep in touch and you know people are okay. She's from AIT. He's from AIT. He's already a GM. He's a manager of AIT. I mean, I was calculating at least 80, 85 years of our combined years of experience. So, is there something we can relate to or suggest to AIT about what can we include? What can we include? Because we know convention management, doctor operations, airline and all those research and language. So, in terms of moving forward. Moving forward. I mean, to strengthen better the graduates of AIT. Looking back, and then basing it from the experience that I had, I feel business communication, business writing. Business writing. Something that is really needed. Yes. Meaning, when you go out of college, you know how to write a memo, a letter, a formal request. Yes. Because I struggled during the time that, okay, I'm in front of the computer. I have to do this thing, but how do I do it? Yes. Because of course, it's a bit practical. Yes. The office setting. Yes. Business writing is very important. Yes. But even if you're not an office worker, not an office worker, you will still have to write something. Yes. Maybe you can talk, but once you have to put down something in a formal proposal or communicate officially. Yes. It's different. Project proposals, draft or whatever. Yes. I agree with, I agree with Trish, that business writing could be strengthened in the preparatory course when we go out of college. It's more basic for me. I don't know the curriculum right now. But I've gone through a number of interviews, UP graduates and some, even some outside of UP and some what do you call it? State universities. It seems one of the things that they need is to communicate in English. Yes. You know, even if it's in UP, in Macabaca, in English. But this is an international industry. And, you know, people come here and Filipino is not yet. Yes. But again, in our business, day-to-day business transaction, we deal with tourists. And usually, they study an international language. Whether you're French, Japanese, or Chinese, they try to get into that additional language. And to me, it's English. Maybe to further, you know, enhance the communication skills. I know that in my time, or maybe... Do you speak English? Common. Yes. Common. Common. Common. Common. Common. Common. In Ann game, one of the things that maybe UPA.IT could really enhance or strengthen is really providing students with opportunities to have more exposure and linkages with the industry. I know that we have 1 or 2 tours or we... What about practical. Practice. But, you know, students will more and more make it now external rather than the classroom. Because you do different learning when you're exposed to the industry, right? So I think, I don't know, in all of the subjects, there would be that kind of opportunity for students to have linkages with an industry, a program or a project. So you're the practitioners, right? Practitioners now, inviting more of the practitioners to have, to have industry talks. Especially now that there are a lot of AIT graduates that are there on the high level. So that should be integrated in every semester, right? So there are even, probably not only here in the Philippines, but we can invite speakers from, you know, from abroad. We have a linkages, right? So then it's one way of really expanding the knowledge of our students. It's on the line now, it's a webinar. There are things like that. You're in touch with Europe, you're in touch with the States, you're in Singapore. So we should take advantage of that. So in those technologies, maybe you can also consider the digital marketing program. Yes. Because that's really it. It's really difficult. That's really it, right, sir? It's like we're already there. So we really need to adapt our course to what it is. That's necessary. Not necessarily leave everything before. Because there are still foundations. But still add to what we have. I believe now that in that curriculum, there are digital... Imagine digital marketing plus business writing plus communication. You know, it's really powerful. It's totally different now. So if AIT graduates are equipped, they will graduate, right? Yes, so I guess that's it. Very competitive. I believe that's our message to our institute. And for the forthcoming semesters and programs, maybe the enhancement would be, as we said, business communication. Strengthen the English language skills. Not only speaking, but really... Writing, speaking. Some of them can speak. However, when they put it down in writing, they don't coordinate the noun, grammar, everything. Or the other way around, sir. They can speak. But once they speak, it's like that. There are people like that. And of course, as you said, add on to the entrepreneurial... Yeah. Because that's the thing right now. Oh, I have something to add. Love for country. Ah, yes. Love for country. Love for country. You need to be independent. You need to be independent. They won't leave you alone. Because they said, don't be the hero in your own country. I agree with you. If there are opportunities for a UTA, I think grad to work abroad. Yes, maybe for a time. But come back. Bring back that knowledge and experience that you have gained from working outside. And share it here in the Philippines. What are your expectations? Because we are trained in the office that I work with now. We handle training of the tourism workforce from the masajistas to the tricycle drivers. Everybody... It's like everything that connects to the tourism industry. Tourist, police. Manang that's being sold at the Sari Sari store. We provide some kind of training, customer service. We now have a program, the Filipino brand of service excellence. But because we pride ourselves that Filipino has that intrinsic nurturing and hospitable nature, caring and nurturing. Why don't we dream that the Philippines should be the center for center of excellence for tourism hospitality? Besides, we are known for that. That's why we are so in demand with the service industry, even abroad. In demand pinoy. Because that's where we are good at. Correct. We can all achieve that by working together. We should advocate the Filipino brand of service excellence. I'm not really working on that. I'm not directly overseas work. But I've been fortunate enough to be traveling something like six, seven months in a year in different countries. Every time I come back, there's something I can adapt and I share and I tell. If it's working in that particular country and it doesn't entail so much resources, but it's here, you know, hospitality and a little bit of tweaking comer. Because the fear of the unknown is one of the setbacks of pinoy. Where am I? Okay, here. Until something disasters happen, it's the only time they think. But we have to be more proactive with that. We have to be ahead and say, okay, this may be the scenario. I'll tow the line. I'll take this line. There's nothing wrong with adapting other practices, foreign practices, because that's how it enhance and the industry grows better. Applicability of whatever you learn from. So we agree. We should agree. We come together in really pushing forward the Filipino brand of service excellence in the tourism industry. We are already warm. We are already caring, nurturing, nurturing, hospitable naturally. But what we need to enhance is the professionalism and efficiency. Because it's very important in the tourism industry. You are friendly, hospitable, your services are delayed. You can also miss the visit. So professionalism combined with the nurturing, caring, and hospitable traits of the Filipino service I think will be the benchmark for tourism hospitality. I mean, you're in. Any Rarara? Yeah, for the AIT students or for the upcoming graduates or for the graduating students, just enjoy the journey wherever you go, whatever you do, do it excellently. Meaning you're going to do it anyway, do it excellently. Meaning you don't have to do it you just have to do it right. Always do it for for yourself and for our country. So that's it. So I guess we all have the same thing. And to me, as far as our future leaders in the tourism industry from AIT, it's a continuing process and learning. You can never stop learning because as she said, tourism is very dynamic, practices change, but the core is there. We have the heart, we have the attitude, we just have to keep it there. So customer service, English, we have to learn. We have to learn continuously. Yes, never stop learning. If you're in the tourism industry, you're in a right industry. Way to go. Yes, I agree. I think they all said tourism industry is really love of country. So that's I think it will follow, everything will follow if we first love the country and the right service to the country. Okay. Hey, nice to get together with you. Yes. So I'll see you again. Yes, see you around. Yes, I'm Filipino brand of service. Excellent. Thank you.