BANI, PANGASINAN — In a continuing effort to strengthen collaboration and advance sustainable tourism development, members of the Pangasinan Tourism Officers Association (PTOA) convened for their Second Quarter General Assembly and Synergy Enhancement Workshop from June 17 to 19, 2026, at the Bani Hidden Paradise Resort. The three-day gathering functioned as both a strategic planning platform and a vital wellness retreat for the leaders at the forefront of Pangasinan’s tourism sector.
The assembly was formally opened by Mr. John Darryl P. Catabay, Bani Tourism Officer, who set the stage by welcoming the participants. This was followed by an inspiring message from Ms. Mary De Guzman-Suarez, PTOA President and Tourism Officer of Bolinao, who emphasized that tourism development is inherently collaborative—requiring coordinated efforts, continuous knowledge-sharing, and strong partnerships among local government units.
A significant highlight of the assembly was the presentation of best practices from selected municipalities, demonstrating the diversity and innovation shaping Pangasinan’s tourism landscape. These presentations not only showcased successful initiatives but also served as a learning platform for replication and adaptation across the province. Bani’s tourism strategy, presented by Mr. Catabay alongside Information Officer Mr. Romel Dulay, focused on introducing the Pangramanan Gastronomic Food Experience—a culinary initiative that highlights traditional Ilokano-Pangasinan dishes, indigenous ingredients, local food producers and artisan, and culinary heritage and cultural identity, with the goal of transforming local food tradition into sustainable tourism and economic opportunities. They also discussed the TAWID Project that focuses on tree and forest conservation, wildlife and biodiversity protection, marine and coastal conservation, and arts, culture, and community heritage. Complementing this, Lingayen Tourism Officer Ms. Mae Viray-Rueda discussed institutional advancements, particularly the implementation of their Local Tourism Development Plan and the establishment of the Lingayen Enterprise and Tourism Stakeholder Governing Organization (LETSGO), which fosters stronger collaboration between government and private stakeholders.
Further emphasizing innovation, Ms. Jessica Tabilin of Binalonan introduced their virtual museum initiative, an accessible digital platform that allows visitors to explore the Binalonan Heritage Museum remotely—bridging technology and heritage conservation in a rapidly evolving tourism environment. Meanwhile, Mr. Cromwell Oliver Hernandez of Balungao highlighted the sustained success of the Balungao Hilltop Adventure and Hot Spring Resort, underscoring the importance of maintaining and enhancing established attractions as key drivers of local economic growth. Providing a broader perspective, PTOA Adviser and Alaminos City Tourism Officer Mr. Miguel L. Sison shared valuable insights drawn from years of experience, sharing his insights about the Association of Tourism Officer of the Philippines (ATOP), and encouraging fellow officers to embrace challenges as opportunities for resilience, innovation, and continuous improvement.
Building on these shared insights, the assembly transitioned into a strategic planning session focused on the association’s priorities for the remainder of 2026. Among the key outcomes was the commitment to sustain the regular presentation of best practices during future assemblies, ensuring that municipalities remain informed, adaptive, and aligned in their development efforts. This initiative reflects a proactive approach to institutional learning and reinforces the association’s role as a dynamic platform for collaboration and capacity-building.
Complementing the technical discussions, staff of the Provincial Tourism and Cultural Affairs Office joined PTOA on the second and third day of the event which was dedicated to a Synergy Enhancement Workshop facilitated by Rev. Fr. Loreto Jaque, centered on the theme “Work is Killing Me: How to Stay Sane in a Job That’s Driving You Crazy.” The two-day workshop provided a holistic dimension to the assembly, integrating interactive discussions, reflective exercises, and Biodanza activities that encouraged participants to reconnect with themselves and with one another. In an industry characterized by constant engagement and high demands, the sessions underscored the importance of mental and emotional well-being, emphasizing that sustainable tourism development is anchored not only in effective programs but also in healthy, motivated, and resilient individuals.
Through initiatives such as this general assembly and synergy workshop, the Provincial Tourism and Cultural Affairs Office, under the leadership of Governor Ramon V. Giuco III, continues to champion a comprehensive approach to tourism development—one that integrates innovation, sustainability, and human-centered governance. By investing in both the professional competencies and personal well-being of tourism officers, the province ensures that its tourism sector remains adaptive, resilient, and forward-looking.
/JJVC
Photos by: MRTE
