BAGUIO CITY – The Department of Tourism led by Secretary Christina Garcia Frasco opened its Cordilleras’ leg on Philippine Experience Program (PEP): Culture, Heritage, and Arts Caravan in Baguio City, on October 23.
Frasco, leading a delegation of ambassadors, tourism associations, tour operators, media representatives, and partner agencies on a three-day cultural immersion across the highlands of Northern Luzon.
PEP is one of the DOT’s flagship initiatives celebrating the Filipino brand through authentic, community-based tourism. Aligned with the directive of President Ferdinand R. Marcos Jr., the program seeks to equalize tourism opportunities and promotion across all destinations, both established and emerging.
The PEP features diverse facets of each region, including new destinations, tourism product offerings, tour itineraries, and themed circuits in collaboration with local government units, the private sector, and community partners to ensure the continued development of inclusive and sustainable tourism.
The Cordilleras’ edition celebrates the region’s vibrant culture and enduring creativity, bringing delegates from Baguio City to the mountain towns of Atok and Itogon in Benguet, and Bauko in Mountain Province.
Its highlight is the Cordillera Festival of Festivals—a grand showcase of the region’s signature celebrations and cultural identity.
On the sidelines of the opening ceremony of the Philippine Experience Program (PEP): Cordillera Leg, Secretary Frasco met with Baguio’s tourism workers to personally hand over curated Tour Guide Kits to 20 DOT-accredited tour guides and 4 Filipino Brand of Service Excellence (FBSE) trainers.
Each eco-friendly kit included essentials such as a portable lapel microphone, bamboo sunglasses, sunscreen, tumbler, and journal— carefully selected tools to help our guides deliver even more engaging and professional tourism experiences.
The tourism chief also handed out accident insurance worth P50,000 funded from her own resources.
“We are humbled and we are very grateful to receive such a special gift. And I believe that we are going to use this while doing or assisting or guiding our guests to the highest possible professionalism standard in the tourism and tour guiding industry. For the love of our profession, love of our region, and of course, love for the Philippines,” said Tessie Grail Lomas-e on behalf of her fellow tour guides in Cordillera.
Frasco and PEP delegates visited the Totem Pole at Camp John Hay, one of Baguio City’s enduring landmarks.
The towering wood sculpture, carved by Cordilleran artist Ernesto Dul-ang, depicts stacked head forms of historical figures who played vital roles in Baguio’s early development and Philippine-American history.
Organized by DOT-Cordillera Administrative Region (CAR) Office in collaboration with the local governments of Baguio City, Benguet, and Mountain Province, the PEP Cordilleras leg is made possible through the partnership of regional tourism councils, creative guilds, and community stakeholders.
The PEP-Cordilleras Caravan follows the successful launches in the regions of Ilocos, Cagayan Valley, Central Luzon, CALABARZON, MIMAROPA, Bicol, Western Visayas, Zamboanga Peninsula, Northern Mindanao, Davao, SOCCSKSARGEN, and Caraga.
Each regional edition brings to life the program’s five core pillars: Living Cultures, Historical and Natural Heritage, Arts and Creative Expressions, Wellness and Faith Encounters, and Flavors and Local Produce.
The first 12 completed caravans showcased 32 provinces, 31 cities, and 51 municipalities nationwide. These regional caravans resulted in the creation of tour packages now available on digital booking platforms and through partner tour operators and national tourism associations.
The series likewise generated positive impressions both online and offline, forged diplomatic and business ties, created livelihood and income opportunities for local communities, and featured the artistry, craftsmanship, and warmth of the Filipino people in every destination visited.
