LINGAYEN, PANGASINAN — Anchored on the principle of delivering service with excellence and genuine Filipino hospitality, the Provincial Tourism and Cultural Affairs Office (PTCAO) successfully conducted the Magnayon: Pangasinan Tourism Frontliner Training alongside the Filipino Brand of Service Excellence (FBSE) program for the second and third batches of Provincial Government security personnel.
Held on June 23–24, 2026, the training culminated in the graduation of 110 security guards, adding to the 83 personnel trained earlier this year. This initiative reinforces the Province’s commitment to strengthening its frontline workforce—recognizing that beyond infrastructure and destinations, it is the people who shape the overall visitor experience.
The FBSE training was facilitated by Ms. Judith V. Cabillo, a Department of Tourism-certified trainer authorized to cascade the program across Pangasinan. Through interactive discussions and scenario-based learning, participants were equipped with practical skills in handling tourists, managing real-life service situations, and embodying the core values of Filipino hospitality. A highlight of the session was the demonstration of the “Mabuhay” gesture—a symbolic and heartfelt expression of welcome that reflects the country’s warmth and cultural identity.
Complementing the FBSE modules, Ms. Maria Luisa Amor-Elduayan, Department Head of PTCAO, led the Magnayon orientation, a flagship program of the office under the leadership of Honorable Governor Ramon V. Guico III. Her session emphasized the critical role of frontliners in shaping first impressions and sustaining a positive image of Pangasinan as a tourist-friendly destination. She underscored that effective service goes beyond compliance—it requires empathy, professionalism, and a deep sense of pride in representing the province.
To further strengthen operational readiness, Atty. Christine Jamie M. Melchor of the Provincial Legal Office provided a comprehensive discussion on key provincial ordinances, particularly those related to sanitation and liquor regulation within the Capitol Complex. By deepening the participants’ understanding of Provincial Ordinance No. 162-2012 and No. 208-2017, the session ensured that frontliners are not only service-oriented but also well-versed in enforcing policies with fairness and confidence.
On the second day, Provincial Administrator Manuel O. Luis Jr. delivered an inspiring message highlighting the importance of balancing authority with compassion. He encouraged participants to be “firm yet courteous,” reminding them that effective enforcement and genuine hospitality can coexist in creating a safe and welcoming
environment for all visitors.
With a strengthened foundation in service excellence, legal awareness, and values-driven engagement, the newly trained frontliners are now better equipped to uphold Pangasinan’s standard of tourism and hospitality service. More than a training initiative, this represents the province’s continuing investment in people—ensuring that every visitor experience reflects the warmth, discipline, and excellence that define Pangasinan.
photo by:MSR
/CJVV & JJVC
