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Managing Tourism for Development: A Strategic Planning and Business Dev't Program for TIEZA

Posted: 2015-06-25
Category: News


Tourism can bring about many socio-economic benefits to communities throughout the Philippine archipelago. The private sector, the local government units (LGUs), and the arms of the national government are instrumental to development as they create the infrastructure, policies and planning procedures needed for tourism. They all support tourism businesses while conserving resources and ensuring community interests. 


The Asian Institute of Management (AIM), through the Stephen Zuellig Graduate School of Development Management (ZSDM) and Dr. Andrew L. Tan Center for Tourism (ALT-CFT), offered its expertise in strategic business planning and development to managers of the Tourism Infrastructure and Enterprise Zone Authority (TIEZA) through the course Managing Tourism for Development: A Strategic Planning and Business Development Program. Topics on strategic planning, tourism economics, finance, marketing, creativity and systems thinking, and the nature of costs, risks and budgeting were included to have a deeper understanding of how investments in tourism expands, and how the tourism stakeholders thinks. Throughout the duration of this program, participants will work in groups to design a workable tourism program/project. Prof. Fernando Y. Roxas, Executive Director of the ALT-CFT, served as the Program Director. Together with the team members of the ALT-CFT, they designed the program to specifically cater to the needs of TIEZA. 

The objectives of the program were:

  • To review the management process and other relevant skills that can be applied to the design planning and implementation of tourism programs and initiatives;
  • To broaden TIEZA’s understanding of tourism potentials – investments, profits, and long-term sustainability;
  • To introduce new concepts on strategic planning and new business development models that TIEZA can adapt in performing its mandates  

After the 6-day program, participants are expected to be capable of thinking strategically about tourism programs/projects and what would be the key requirements for successful implementation.

The participants learned new perspectives from the following Faculties who generously shared their expertise in their respective fields.  


Fernando Y. Roxas, D.B.A. Strategic Thinking and Planning for Sustainable Tourism
Richard L. Cruz Marketing Tourism Products and Destinations
Benjamin C. Bagadion, Ph.D. Partnering with Communities on Sustainable Tourism Projects
Jamil Paolo S. Francisco, Ph.D. Tourism Economics – Macroeconomics
John Paolo R. Rivera, Ph.D. Tourism Economics – Microeconomics
Ginny L. Santiago, D.B.A. Stakeholder Management and Leadership
Rufo R. Mendoza, Ph.D. Managing Public Finance and Project Costs
Maurino P. Bolante Managing Public Finance and Project Costs
Ronald T. Chua Business and Enterprise Development
Anita M. Celdran Business and Enterprise Development

The program was held last 15-20 June 2015 at the Lopez Caseroom of the Asian Institute of Management. Thirty one officers of TIEZA participated in the program. On the 6th day, participants presented their strategic plan on their respective projects. Prof. Anita M. Celdran, Prof. Ronald T. Chua, Prof. Richard L. Cruz, and Dr. John Paolo R. Rivera served as panelists in the capstone project presentation.  


During the closing ceremony, Dr. Jikyeong Kang, Dean of the Institute, handed their certificates of completion together with Mr. Jetro Nicolas F. Lozada, Assistant Chief Operating Officer of TIEZA. The closing ceremony was also graced by Mr. Tom S. Gotuaco, Director of the Alumni Association of AIM – Philippine Chapter; Dr. Rosanna M. Olgado, Manager of the Administrative Services of TIEZA; and Ms. Josefina U. Santos, Manager of the Human Resources Services of TIEZA.   


From left: Prof. Ronald T. Chua, Mr. Rodolfo E. Ancheta, Prof. Anita M. Celdran, Mr. Tom S. Gotuaco, Mr. Jetro Nicolas F. Lozada, Ms. Maria Evelyne A. Francisco, Ms. Racquel A. Gaerlan, Dr. Rosanna M. Olgado, Prof. Richard L. Cruz, Dr. Jikyeong Kang, and Dr. John Paolo R. Rivera




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