ITHM Dean Harold Bueno and DOT officials during the awarding ceremony. Photo from FEU ITHM.
糖心Vlog-Institute of Tourism and Hotel Management (FEU-ITHM) received the Academe Level Award from the Department of Tourism (DOT) during the department鈥檚 recent Filipino Brand of Service Excellence (FBSE) Summit for its proactive and institutionalized approach to the program.
At FEU-ITHM, the FBSE has been formally implemented as a certification prerequisite for internship, where all students must undergo and complete the training before starting their industry practicum.
鈥淏y embedding FBSE at the core of our internship process, we prepare students to engage with the sector confidently, carrying with them a strong foundation in the 7 M鈥檚 of Filipino Core Values,鈥� said Dr. Harold Bueno, dean of ITHM鈥�maka-Diyos (God-centered), makatao (humanity-driven), maka-kalikasan (environmentally conscious), makabansa (patriotic), masayahin (joyful), may bayanihan (community-driven), and may pag-asa (hopeful).
This institutionalization reflects ITHM鈥檚 foresight in aligning academic preparation with industry expectations and national development goals. The DOT has now institutionalized FBSE as part of the mandatory service excellence standards across tourism-related enterprises and sectors nationwide.
鈥淭he FEU-ITHM proudly stands as one of the first academic institutions to embrace and implement this forward-thinking initiative at scale鈥攎aking us a model of best practice in the academe,鈥� said Bueno. 鈥淔urthermore, FEU is proud to share that it is the first academic institution in the country to have an in-house FBSE-certified trainer under the enterprise certification granted by the [DOT].鈥�
Having an in-house FBSE-certified trainer distinguishes FEU-ITHM among higher education institutions and also underscores its leadership in advancing service excellence training aligned with national tourism development frameworks, added Bueno.
鈥淢ore than a training requirement, FBSE at ITHM represents a broader institutional mission鈥攖o uphold FEU鈥檚 commitment to cultural preservation and nation-building,鈥� said Bueno. 鈥淲e believe that the heart of Philippine tourism lies in the character and values of its people. By teaching our students to serve with purpose, pride, and passion, we not only elevate the standard of Filipino hospitality鈥攚e also honor our heritage and contribute meaningfully to the country鈥檚 global image.鈥�
Bueno cited the collective effort of the Internship Office and the Tourism and Hospitality Management departments in FEU-ITHM, which worked tirelessly to deliver the FBSE training to over 400 student interns for Academic Year 2024鈥�2025.
鈥淯nder the guidance of our dedicated in-house FBSE-certified trainer, the students were equipped with the practical competencies and cultural understanding, which distinguish FEU Tamaraws in the field,鈥� said Bueno. He received the award on behalf of the entire FEU-ITHM community, symbolizing the shared success and synergy among the faculty, staff, students, and academic and industry partners.
This honor, said Bueno, is a testament to FEU-ITHM鈥檚 holistic approach to education鈥攚here technical expertise, values formation, and cultural relevance go hand in hand. He urged the FEU-ITHM to continue to 鈥渓ead with values, serve with heart, and build a tourism and hospitality industry that is globally competitive and proudly Filipino鈥� on the heels of the FBSE Summit last July 21 at The Bellevue Manila in Alabang, Muntinlupa City.
