These same forces of artistry and innovation were reflected in the themes explored during the plenary assembly. Garlic Garcia, head of content at VIU Philippines, explored the role of content tourism and immersive experiences in driving economic growth.
Annette Gozon-Valdes, senior vice president of GMA Network, painted a vivid picture of the power of media and storytelling as catalysts for tourism innovation. She cited GMA’s historical series Pulang Araw and Maria Clara at Ibarra as examples of how Filipino stories can bring our heritage closer to modern audiences, spark national pride and enhance cultural tourism.
Meanwhile, celebrated journalist and UN Women Goodwill Ambassador Karen Davila compelled delegates to create concrete opportunities that would enable inclusive, community-centric tourism initiatives.
“Women don’t want charity. Women want opportunity. Women want to take the lead. Women are hardworking. Before they spend on themselves, they spend on their responsibilities. When you hire and uplift women in tourism, the whole community is uplifted,” Davila said.
In a series of powerful plenary sessions, National Commission for Culture and the Arts (NCCA) commissioner for the subcommission on cultural heritage, Ivan Anthony Henares, underscored the growing importance of linking creativity and tourism in empowering Filipino creatives on the global stage. Jeremy Sy, head of leasing brand experience and strategy at Ayala Land, tackled the art and science of destination branding and storytelling. E-commerce advocate Janette Toral spoke on technology-led solutions such as artificial intelligence (AI) itineraries and augmented reality maps to reimagine the modern traveler’s journey.
Breakout sessions further spotlighted practical applications—from theatre and film tourism with leaders Nanding Josef (Tanghalang Pilipino), Jeremy Domingo (Repertory Philippines) and esteemed theatre directors and playwrights Dexter Santos and Pat Valera, as well as production design insights by award-winning designer Gino Gonzales. Kerry Tinga emphasised storytelling as a tool for inspiring the next wave of travellers.
Read more: Meet Zig Dular, the mind behind ‘Maria Clara at Ibarra’
