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CPU-CHM and DOT Region VI hold Filipino Brand of Service Excellence Seminar

by | Oct 3, 2025 | Centralian Link

By Mikee Natinga Norico


CPU College of Hospitality Management students pose for a group photo with Dr. Maria Amihan T. Panes, Regional FBSE Trainer, together with CHM faculty after the successful FBSE Seminar.

The College of Hospitality Management (CHM) of Central Philippine University (CPU), in partnership with the Department of Tourism (DOT) Region VI, successfully conducted the Filipino Brand of Service Excellence (FBSE) Seminar on September 29–30, 2025, at the Educational Media Center Conference Room. The training was held in two batches, with the same program flow and lecture sessions to accommodate all attendees.

A total of 290 first-year Tourism and Hospitality students enrolled in Macro Perspective of Tourism and Hospitality participated in the seminar—Batch 1 on September 29 and Batch 2 on September 30.

The program on both days began with an invocation, followed by the singing of the Philippine National Anthem and the CPU Hymn. Prof. Ismael A. Almajar Jr., CHM Training Committee Head, delivered the opening message, highlighting the importance of cultivating service excellence among future tourism and hospitality professionals.


Prof. Ismael A. Almajar Jr., CHM Training Committee Head, delivers his opening message during the Filipino Brand of Service Excellence Seminar.

The highlight of the seminar was the lecture and training session led by Dr. Maria Amihan T. Panes, Regional FBSE Trainer, who discussed the principles of service excellence rooted in Filipino values. Dr. Panes engaged the students in interactive activities, focusing on the distinct warmth and hospitality that Filipinos are known for, starting with the standard Filipino greeting.

The Filipino Brand of Service Excellence (FBSE), a flagship program of the Department of Tourism, aims to strengthen the service culture across the tourism industry by encouraging stakeholders to embody and showcase authentic Filipino values in every interaction with guests.

Through this two-day training, CPU-CHM reaffirmed its commitment to preparing globally competitive graduates who not only possess technical expertise but also embody the core values of Filipino hospitality and service excellence.