CTHM presents 4-year Strategic Management Plan for Davao City MICE

Tourism was one of the hardest hit sectors during the pandemic. As restrictions are lifted and efforts to move forward with the new normal are progressing, the UST College of Tourism and Hospitality Management (CTHM) actively joins efforts to help industry recovery. One of the research outputs of the college is the Davao City Strategic Management Plan for Meetings, Incentives, Conventions, and Expositions (MICE), which was presented to the local government unit of Davao City.

The output was officially turned over to the primary and secondary stakeholders on March 4, 2022, at Seda Abreeza Hotel, Davao City. An orientation and workshop followed the day after.

Aside from sustaining the culture of research, CTHM also integrates it into the teaching and community development aspects in line the seven-point agenda of the Rector Very Rev. Fr. Richard G. Ang, O.P., Ph.D., specifically that which pertains to enriching the research ecosystem of the University and fostering a stronger industry-academe-alumni partnership.

CTHM is sustainably collaborating with the City Tourism Operations Office of Davao, led by Ms. Regina Rosa D. Tecson, and the Davao City Tourism Association, specifically the MICE Executive Committee, headed by Mr. Kennedy V. Kapulong, the General Manager of Seda Abreeza Hotel, Davao City.

The project’s main objective is to provide guidance and a means to address the needs of the private sector and the City Government of Davao about the development and implementation of their MICE programs. Specifically, the project aims to assess the current situation of the Davao City MICE industry, with respect to its environments and competitions, as well as existing programs, infrastructures and strategies; conduct an inventory of tourism and hospitality products that may align with the competitive advantages, proposed strategies, and possible future programs for MICE for Davao City; identify and determine short-term and long-term objectives and strategies for both the private sector and the local government in the implementation of its MICE programs and plans as they pursue the city’s vision to be the MICE Hub for Asia; develop a comprehensive Strategic Management Plan for MICE for Davao City which will contain the necessary directions, objectives, and strategies as well as policies and supporting data that will serve as a guide for both the local government and the private sector; and design a monitoring and evaluation process that can help the stakeholders determine the effective programs and improve the opportunities seen in the implementation of the Strategic Management Plan.

The project team, is headed by the CTHM Dean Assoc. Prof. Atty. Gezzez Giezi G. Granado, D.C.L., as Project Director and the Regent, Rev. Fr. Roland D. Mactal, O.P., S.Th.D. Other members of the team are Asst. Prof. Jane G. Devanadera, (Project Consultant), Mr. Jame Monren T. Mercado (Project Coordinator), Ms. Kathrine Camille A. Nagal (Writer/Researcher), Mr. Arnulfo Ricardo A. Butiong (Writer/Researcher), and Ms. Ruby Ann I. Lucina (Graphic Artist).

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