UP ISSI’s Digital Marketing Course Strengthens Digital Competence of Tourism MSMEs
Laguna, Philippines — The University of the Philippines Institute for Small-Scale Industries successfully launched the first batch of its Digital Marketing Course for the Laguna Travel and Tours Network, bringing together tourism stakeholders, industry experts, and academic partners in a powerful collaboration aimed at strengthening the digital capabilities of local tourism enterprises. The program management team is composed of Mx. Marvin Manlapas and Ms. Joyce Yumul who ensured the smooth implementation of the training program that was conducted last June 1 to 9, 2026.
The course was anchored on a clear mission: to equip tourism-related MSMEs with practical and future-ready digital marketing competencies that enable them to grow, compete, and sustain their businesses in a rapidly evolving marketplace. Participants engaged in immersive learning sessions focused on real-world scenarios. As a culminating activity, they developed and presented comprehensive Digital Marketing Campaign Plans tailored to their respective enterprises. These outputs were evaluated by a distinguished panel of experts composed of Mr. John Paul Ranot of Pino Group of Concepts, Dr. Ian Jester de Vera, Head of the UP ISSI Research Division, and Senedith delos Reyes, MBA, of the Training and Entrepreneurship Education Division.
Beyond skills development, the program strongly supports the national agenda of building resilient and competitive MSMEs through digital transformation, recognizing tourism as a vital pillar of the Philippine economy. The sector continues to generate employment, stimulate local economies, and support a wide ecosystem of services including accommodations, transport, food services, and tour operations. In the digital era, tourism competitiveness increasingly depends on visibility, accessibility, and engagement in online platforms. Programs like this Digital Marketing Course empower local businesses to expand their reach beyond geographical boundaries, attracting broader audiences, and enhance visitor experience through digital engagement.