Study sheet: FBSE Week 1 Introduction

📋 Course Outline

1. Department of Tourism
2. DOT Functions and Responsibilities
3. Leadership and FBSE Program
4. DOT Tourism Campaign Jingles

📖 1. Department of Tourism

🔑 Key Concepts & Definitions

• Department of Tourism : The executive department of the Philippine government responsible for promoting, developing, and regulating the tourism industry in the country.

📖 2. DOT Functions and Responsibilities

📝 Essential Points

• The Department of Tourism promotes the Philippines as a safe, sustainable, and competitive tourism destination domestically and internationally.

• The Department of Tourism develops:

  • policies
  • programs
  • plans

📌 The Department of Tourism oversees standards and accreditation for tourism establishments such as hotels, resorts, and tour operators.

💡 Memory Hook

P-D-O-C-L: Promote, Develop, Oversee, Coordinate, Lead

📖 3. Leadership and FBSE Program

🔑 Key Concepts & Definitions

• Filipino Brand of Service Excellence : A customer service training program developed by the Department of Tourism to standardize and elevate hospitality service quality across the Philippine tourism industry through Filipino values and culture.

📝 Essential Points

• Maria Bernardita “Dita” Angara-Mathay is the 19th Secretary of Tourism and assumed office on April 10, 2026, under President Ferdinand R. Marcos Jr.

💡 Memory Hook

Tourism leadership and training → more consistent and elevated hospitality service

📖 4. DOT Tourism Campaign Jingles

📝 Essential Points

• “Tara Na, Biyahe Tayo!” was an iconic travel anthem created under the WOW! Philippines campaign and first launched in 2004.

• The official domestic jingle for the “It’s More Fun in the Philippines” campaign from 2012 to 2023 was performed by Jay Padua, with backing vocals by Jingle Buena and additional vocal contributions by Daryl Reyes and Cyril Carbonay.

• The current “Love the Philippines” campaign features a theme song performed by Morissette, whose full name is Johanne Morissette Daug Amon.

💡 Memory Hook

WOW! Philippines → It’s More Fun in the Philippines → Love the Philippines

📊 Synthesis Tables

DOT Campaign Jingles

Campaign	Jingle or theme song	Performer or artists	Period
WOW! Philippines	Tara Na, Biyahe Tayo!	Biyahe Singers and Filipino artists	First launched in 2004
WOW! Philippines	Pilipinas, Tara Na!	57 Filipino artists	Around 2011
It’s More Fun in the Philippines	Official domestic jingle	Jay Padua and vocal contributors	2012–2023
Love the Philippines	Theme song	Morissette	Current campaign