Written by Mary Angel Guarin
Photo Courtesy of Kyllie Jhoane DG. Sta. Maria
The University of Baguio School of International Hospitality and Tourism Management (UB-SIHTM) once again demonstrated its commitment to excellence and industry engagement as 25 Tourism Management students were selected to provide ushering services during the prestigious 9th International Farm Tourism Conference (IFTC) held on March 4–6, 2026 at Hotel Supreme Malls and Events Center, Baguio City.
The international conference, with the theme “Highland Harvest: Cultivating Sustainable Tourism and Agriculture”, was organized by the International School of Sustainable Tourism (ISST) in partnership with the Department of Tourism (DOT), and other key stakeholders. It gathered national and local government officials, farm tourism advocates, investors, farmers, educators, youth leaders, and international delegates who shared a common vision of advancing sustainable agriculture and tourism. The participation of UB-SIHTM students came through the formal request of Dr. Mina T. Gabor, President of ISST and former Tourism Secretary, who reached out to Dr. Javier Bautista, President of the University of Baguio, requesting the deployment of 25 trained student ushers. The students, all from the Bachelor of Science in Tourism Management program with specialization in International Tourism, worked closely with Mr. Joselito Bernardo, Senior Vice President of ISST, throughout the duration of the conference.
Over the three-day event, UB-SIHTM students played essential roles in guest reception, VIP coordination, registration management, venue ushering, and overall event support. Their work required attentiveness, professionalism, and the ability to interact confidently with both local and international delegates—qualities that reflect the rigorous training and values instilled by the school. The conference opened with a welcome address from Hon. Benjamin Magalong, Mayor of Baguio City, followed by opening remarks from Hon. Christina Frasco, Secretary of the Department of Tourism. Discussions throughout the event focused on sustainability, innovation, and success stories in the farm tourism sector. The second day also featured the prestigious 5th Asia’s Farm Tourism Awards, recognizing individuals and organizations that have contributed significantly to the growth of farm tourism across the region.
Farm tourism—encouraged by the passage of the Farm Tourism Development Act of 2016—continues to grow as an important sector that connects agriculture, community development, and tourism. Hosting the conference in Baguio City was particularly meaningful, as the city’s culture of sustainability, creativity, and its thriving slow food movement align closely with the principles of farm tourism. For the students, the experience went beyond fulfilling a service role. It provided them with the rare opportunity to witness global conversations on sustainable tourism while interacting with leaders and practitioners from various sectors. Moments like these transform classrooms into living laboratories where future tourism professionals learn the value of hospitality, teamwork, and leadership.
The dedication and professionalism displayed by the UB-SIHTM students did not go unnoticed. Event organizers commended the group for their efficiency, warmth, and reliability throughout the conference, even expressing their hope to collaborate again with the university in future events. As a heartfelt gesture of appreciation, Mr. Bernardo treated several of the students to lunch after the conference before departing Baguio City.
More than an academic institution, the University of Baguio, School of International Hospitality and Tourism Management continues to prove itself as a trusted partner of the tourism and hospitality industry. By providing students with meaningful real-world exposure, the school cultivates not only competence but also character—shaping confident, service-oriented graduates ready to represent the Philippines on the global stage. The participation of UB-SIHTM students in the 9th International Farm Tourism Conference stands as a proud reminder that when passion, training, and opportunity come together, UBians rise to the occasion with the professionalism, heart, and excellence that define the spirit of the University of Baguio.
