Angeles City — Local tourism and hospitality stakeholders in Angeles City recently took part in the “Filipino Brand of Service Excellence” (FBSE), a premier program by the Department of Tourism (DOT) designed to raise the standard of service in the tourism industry. This initiative focuses on showcasing the genuine warmth and cultural values embedded in Filipino hospitality.
The training was led by DOT Region III’s Regional Director Richard Daenos and master trainer Jay Aquino, who facilitated the sessions for the participants. Their goal was to equip tourism frontliners and workers with skills to provide world-class service rooted in Filipino values.
FBSE highlights the “7Ms” of Filipino Values, which are Maka-Diyos (God-centered), Makatao (humanity-driven), Makakalikasan (environmentally conscious), Makabansa (patriotic), Masayahin (joyful), May Bayanihan (community spirit), and May Pag-asa (hopeful and resilient). These values serve as the foundation for the service excellence expected from tourism workers.
With the support of DOT Region III, the program united over 70 participants from various local groups, including BPATs from Malabanias, Balibago, and Anunas, as well as representatives from ACTA, ACTO, and the Angeles Police. Together, they pledged to embody these values in their service.
The training not only aims to enhance technical skills but also to promote the true Angeleño spirit of hospitality — one that is heartfelt, sincere, and culturally rich. The emphasis on Filipino values is intended to make visitors feel genuinely welcomed and cared for.
Mayor Carmelo “Jon” Lazatin II expressed his appreciation for the initiative, recognizing its role in further elevating Angeles City as a prime tourist destination in Central Luzon. He encouraged all participants to continue delivering exceptional service with pride.
As the tourism sector continues to grow, programs like FBSE ensure that service quality keeps pace, making Angeles City a shining example of Filipino hospitality at its finest.
Source: Angeles City Information Office
