August 25, 2025 | 12:00am
CEBU, Philippines — Lapu-Lapu City is moving to strengthen its tourism workforce ahead of the ASEAN Tourism Forum (ATF) 2026, which the Philippines will host on Mactan Island, by rolling out training for frontline workers under the Department of Tourism’s (DoT) flagship Filipino Brand of Service Excellence (FBSE) program.
The initiative, announced by Lapu-Lapu City tourism head Garry Lao at the “Unlocking the Full Economic Potential in Cebu” forum, is designed to upgrade service quality and reinforce visitor experience as the city prepares to welcome hundreds of delegates from across Southeast Asia.
According to Lao, more than 60 frontliners — including boat operators, street canvassers, vendors, and the city’s well-known “payong boys” at the Liberty Shrine — have completed their one-day seminar on August 20, 2025.
The training, led by accredited FBSE trainers, combines customer service techniques with Filipino values of hospitality and professionalism.
Lao emphasized that integrating informal tourism workers into formal training programs is essential, given their role in shaping first impressions in key tourist areas.
“Raising service quality is key to sustaining competitiveness and meeting the expectations of today’s international travellers,” he said.
The ATF, scheduled for 25–30 January 2026 at the Mactan Expo, will bring together tourism ministers, policymakers, and private sector stakeholders from the 10 ASEAN member states and dialogue partners.
The event is expected to raise Cebu’s profile as a regional destination and provide a platform for business and investment opportunities in the tourism sector.
Tourism remains a key economic driver for Lapu-Lapu City, home to luxury resorts, dive sites, and cultural heritage landmarks. Industry leaders see the ATF as a chance to highlight not only Cebu’s natural assets but also the country’s service culture.
Melanie Ng, area vice-president for Visayas at the Philippine Chamber of Commerce and Industry, said Cebu’s hosting of the forum provides “an opportunity to showcase not just its destinations but also the warmth of its people,” urging businesses and local governments to align efforts in presenting Cebu’s brand of hospitality.
By embedding service excellence training into its tourism strategy, Lapu-Lapu City seeks to leverage the ATF as a springboard for long-term gains in visitor arrivals and investor confidence in the local tourism economy.
