ITHM Dean Harold Bueno and DOT officials during the awarding ceremony. Photo from FEU ITHM.
Far Eastern University-Institute of Tourism and Hotel Management (FEU-ITHM) received the Academe Level Award from the Department of Tourism (DOT) during the department’s recent Filipino Brand of Service Excellence (FBSE) Summit for its proactive and institutionalized approach to the program.
At FEU-ITHM, the FBSE has been formally implemented as a certification prerequisite for internship, where all students must undergo and complete the training before starting their industry practicum.
“By embedding FBSE at the core of our internship process, we prepare students to engage with the sector confidently, carrying with them a strong foundation in the 7 M’s of Filipino Core Values,” said Dr. Harold Bueno, dean of ITHM—maka-Diyos (God-centered), makatao (humanity-driven), maka-kalikasan (environmentally conscious), makabansa (patriotic), masayahin (joyful), may bayanihan (community-driven), and may pag-asa (hopeful).
This institutionalization reflects ITHM’s foresight in aligning academic preparation with industry expectations and national development goals. The DOT has now institutionalized FBSE as part of the mandatory service excellence standards across tourism-related enterprises and sectors nationwide.
“The FEU-ITHM proudly stands as one of the first academic institutions to embrace and implement this forward-thinking initiative at scale—making us a model of best practice in the academe,” said Bueno. “Furthermore, FEU is proud to share that it is the first academic institution in the country to have an in-house FBSE-certified trainer under the enterprise certification granted by the [DOT].”
Having an in-house FBSE-certified trainer distinguishes FEU-ITHM among higher education institutions and also underscores its leadership in advancing service excellence training aligned with national tourism development frameworks, added Bueno.
“More than a training requirement, FBSE at ITHM represents a broader institutional mission—to uphold FEU’s commitment to cultural preservation and nation-building,” said Bueno. “We believe that the heart of Philippine tourism lies in the character and values of its people. By teaching our students to serve with purpose, pride, and passion, we not only elevate the standard of Filipino hospitality—we also honor our heritage and contribute meaningfully to the country’s global image.”
Bueno cited the collective effort of the Internship Office and the Tourism and Hospitality Management departments in FEU-ITHM, which worked tirelessly to deliver the FBSE training to over 400 student interns for Academic Year 2024–2025.
“Under the guidance of our dedicated in-house FBSE-certified trainer, the students were equipped with the practical competencies and cultural understanding, which distinguish FEU Tamaraws in the field,” said Bueno. He received the award on behalf of the entire FEU-ITHM community, symbolizing the shared success and synergy among the faculty, staff, students, and academic and industry partners.
This honor, said Bueno, is a testament to FEU-ITHM’s holistic approach to education—where technical expertise, values formation, and cultural relevance go hand in hand. He urged the FEU-ITHM to continue to “lead with values, serve with heart, and build a tourism and hospitality industry that is globally competitive and proudly Filipino” on the heels of the FBSE Summit last July 21 at The Bellevue Manila in Alabang, Muntinlupa City.
