The Tourism Promotions Board Philippines launched its latest training program in Ilocos Norte in early October, merging digital marketing education with a field trip to showcase the region’s attractions. Held October 3–7, the ninth installment of its Hybrid TPB Members’ Seminar took place October 5 at Fort Ilocandia Resort, drawing 50 in-person participants, 465 Zoom attendees, and over 5,900 Facebook livestream viewers.
The seminar focused on integrating artificial intelligence, visitor data, and digital tools into tourism operations while upholding ethical hospitality standards. Discussions covered analytics for destination planning, digital guest engagement strategies, and measuring marketing effectiveness through data. Dr. Eylla Laire M. Gutierrez from the AIM Dr. Andrew L. Tan Center for Tourism led a session on how analytics can guide regional development. Olive Joy C. Valera of Touch XDA demonstrated how to convert digital metrics into practical guest interaction techniques.
A workshop by Raphael Quiñones of Spottr/Apela Robotics provided hands-on training in AI applications, including responsible data management for tourism businesses. TPB Chief Operating Officer Maria Margarita Montemayor Nograles noted that AI’s potential for tourism growth depends on its ability to enhance, rather than replace, genuine visitor experiences.
Many small and medium-sized tourism enterprises in Ilocos struggle with online visibility and understanding customer behavior. The seminar addressed these challenges by combining theoretical knowledge with practical tools. By hosting the event in Ilocos instead of Metro Manila, TPB ensured regional operators received tailored guidance suited to their local markets.
Read Also: Hong Kong Secures Five-Year Annual Vinexpo Asia Hosting Deal
The seminar’s design reflected a purposeful blend of classroom learning and real-world exposure. Attendees spent two days in workshops before embarking on a three-day tour of Ilocos Sur and Ilocos Norte. Highlights included visits to Calle Crisologo, the UNESCO-listed Paoay Church, and the Paoay Suba Sand Dunes, along with local culinary experiences like empanada and okoy. Activities such as 4×4 rides and sunset sandboarding complemented the tour. Networking sessions at venues like Balay San Nicolas allowed participants to exchange ideas and explore collaboration opportunities.
This dual approach serves two key purposes. For tourism operators, it connects marketing strategies with the actual visitor experience they promote. For Ilocos, the seminar offered a platform to present its attractions to professionals actively involved in future promotion. The region’s heritage sites, such as Paoay Church, and unique offerings—including pinakbet pizza—were positioned as major draws for potential visitors.
The Ilocos seminar is part of TPB’s broader TPB Membership Program, which aims to strengthen tourism businesses nationwide through capacity-building efforts. After completing the Northern Luzon leg, the agency plans to extend the program to the Visayas, continuing its nationwide expansion. The initiative seeks to merge technology with local strengths to drive sustainable tourism growth.
Participants in Ilocos represented diverse groups, including tourism businesses, local stakeholders, and destination marketers.
