WHO WE ARE

Elevating Philippine Tourism Through Education, Empowerment, and Engagement.

At the Philippine Heritage & International Tourism Association(PHITA), we believe that the soul of our nation lies in its heritage and the people who showcase it to the world. We are a dedicated collective of tourism professionals, educators, and industry leaders committed to shaping a resilient, competitive, and heritage-driven tourism industry.

OUR VISION

To position the Philippines as a globally respected tourism leader. We envision a future where our cultural heritage is protected and celebrated, our professionals are empowered to excel, and meaningful international partnerships create sustainable, inclusive growth for generations to come.

OUR MISSION

PHITA exists to strengthen the fabric of Philippine tourism through three core pillars:

• Educate:

We elevate professional and global standards by providing stakeholders with cutting-edge training, rigorous research, and continuous knowledge-sharing.

• Empower:

We drive inclusive growth by creating opportunities for representation and capacity-building initiatives that reach every corner of our tourism communities.

• Engage:

We foster innovation and responsible development by bridging the gap between local and international partners through collaborative action.

CORE VALUES

Every Sunday

P – Pride in Heritage (Pagmamahal sa Yaman ng Lahi)

We are proud custodians of the Filipino soul. We ensure that our rich cultural traditions, diverse history, and unique stories are preserved, celebrated, and presented to the world with genuine authenticity and respect.

H – High Excellence (Kahusayan)

We are committed to continuous learning and world-class standards. Through rigorous research, cutting-edge training, and continuous knowledge-sharing, we push the boundaries of professionalism in the tourism industry.

I – Inclusive Empowerment (Pagkakapantay-pantay)

We drive sustainable growth by ensuring no one gets left behind. We actively create opportunities, representation, and capacity-building initiatives that reach and uplift every corner of our tourism communities.

T – Transparency & Trust (Katapatan)

We hold ourselves to the highest ethical standards. We build lasting trust with our stakeholders, educators, and international partners through open communication, accountability, and absolute honesty in all our actions.

A – Active Engagement (Bayanihan)

We believe in the power of collective action. By bridging the gap between local communities and international networks, we foster meaningful collaboration, innovation, and responsible development.

*PHITA