KABAYAN, Benguet, Philippines – The Department of Tourism – Cordillera Administrative Region (DOT – CAR) successfully conducted the training of two batches of a total of 96 participants for the Filipino Brand of Service Excellence (FBSE) in the town of Kabayan, Benguet.

Municipal Mayor Rex G. Aquisan welcomed the training with his presence and emphasized the importance of FBSE in improving the tourism services of the municipality.

He emphasized its importance in ensuring that every visitor experiences the well-known warmth and hospitality that Filipinos are known for, upholding the municipality’s tagline “Serbisyon Tapat, May Ngiti at Malasakit”.

FBSE’s continued commitment to service excellence significantly contributes to a more inclusive, dynamic and resilient tourism, energizing local communities and promoting sustainable growth throughout the region.

Providing participants with the skills and mindset needed to exceed visitors’ expectations, FBSE not only enhances the overall visitor experience but also strengthens the identity and competitiveness of the Cordillera Administrative Region.

Participants in the training were representatives from the Local Government Unit, Bureau of Fire National Police (BFP), Bureau of Fire National Police (BFPP), Philippine National Police (BFP), Bureau of Fire Protection. Cooperatives, Mount Pulag Guides, and TAJUNPILA Association (Four Lakes Guides) , which was conducted on August 5-6, 2025 at Poblacion, Kabayan, Benguet.