Butuan, Agusan Norte media highlight Filipino values through Filipino Brand of Service Excellence
By Jennifer P. Gaitano
BUTUAN CITY (PIA) – As part of the first batch of participants in the nationwide Filipino Brand of Service Excellence (FBSE) Training, media professionals from Butuan City and Agusan del Norte have expressed their commitment to strengthening collaboration with the Department of Tourism (DOT) and the Philippine Information Agency (PIA) Caraga in promoting the region’s tourism industry and upholding Filipino values.
Clyde Hikilan, a reporter from Hope Radio Butuan shared that this training deepens their knowledge and allows them to enhance how they report tourism-related stories that showcases inspiring stories of Filipino hospitality, excellent customer service, and acts of kindness in tourism-related sectors.
“We can do a lot in showcasing the service workers to include the drivers, tour guides, hotel staff who embody the 7 Ms of FBSE — the Makadiyos, Makatao, Makabansa, Makakalikasan, May Bayanihan, May Pag-asa, at May Disiplina,” he said.
Madel Luneta, a reporter from Radyo Kama-o in Butuan City and a vlogger, also expressed her appreciation to DOT and PIA for initiating this training with the media partners.
“As a media practitioner, I can help promote the Filipino Brand of Service Excellence by sharing timely and useful information about tourist destinations in Butuan City and across the Caraga Region. Through accurate reporting, engaging stories, and informative features, I aim to highlight not just the beauty of these places but also the warm hospitality, values, and service excellence that define the Filipino way of welcoming guests,” she underscored.
On behalf of DOT Caraga Director Ivonnie B. Dumadag, Junesther Jean I. Valdez, chief tourism operations officer, highlighted the purpose and significance of promoting the Filipino brand of service in boosting the tourism sector of the country.
“The institutionalization of the FBSE requires the cooperation and support of both public and private sectors. Through this, we will be able to strengthen our tourism’s competitiveness and establish our brand and identity as distinctly Filipino,” said Valdez.
She further emphasized that as DOT trains their stakeholders of the FBSE, they are looking forward to fostering the Filipino brand to build better experiences not only for the locals but also to foreign tourists.
Meanwhile, PIA Caraga Regional Head Venus Garcia expressed her heartfelt appreciation to Dir. Dumadag for initiating the activity, which seeks to deepen collaboration with the media while equipping them with essential knowledge and skills in delivering service excellence.
Garcia
“This training goes beyond a standard learning session. It is a reaffirmation of what makes us proudly Filipino — demonstrating immense love, compassionate care, excellent service and hard work that reflect our unique identity, values, and warmth,” Garcia emphasized.
She also highlighted the pivotal role of the media in not only shaping public opinion but also in embodying and amplifying the values that define the Filipino brand of service.
“As media professionals, you play a powerful role not just in informing and influencing public opinion, but also in showcasing what is truly excellent in the Filipino way of serving others,” she added.
The FBSE training is part of DOT’s continuous efforts to promote a service culture rooted in authentic Filipino hospitality. (JPG, PIA Caraga)
