January 6, 2008 | 12:00am
Dr. Mila C. Espina participated in the recent East Asian Tourism Forum in Chiang Mai, Thailand. She represented the academe, being one of the founding members of the Academic Committee of EATOF. The delegation was led by Governor Gwen Garcia, board members Agnes Magpale, Vic Maambong, Wenceslao Gakit, Juan Bolo, Welfredo Caminiro, Peter John Calderon, Caesar Ian Zambo, Joven Mondigo, Teresita Cellis Grace Paulino, Bess Francia Minerva.
The EATOF is an inter-regional organization composed of founders Gangwon, Korea; Cebu, Philippines; Chiang Mai, Thailand; Sarawak, Malaysia; Yogyogarta, Indonesia; Primovsky, Russia; Jilin, China; Tottori, Japan; and new member Quang Ninh Vietnam. Founded in 1999, EATOF has been meeting in forums hosted by member countries to share insights on tourism investments and development with the prime goal of getting into the world market. The academic component of EATOF serves as the research arm which channels information and studies relevant to tourism thrusts EATOF upholds. Dr. Espina has been in the academic committee and shared relevant research work in culture of tourism, pr and promotions, Cebu’s historical and cultural landmarks and tourism issues. This year, she spoke on Cebu branding based on the studies conducted by the tourism committee of the Cebu Chamber of Commerce and Industry. She has proposed an extensive tourism marketing working on relevant branding or slogans.
EATOF took notice of how the business group came up with Inspiring Cebu: Gateway to Asia, a branding which speaks of Cebu getting inspiration from its Christian roots and people who at the same time inspire others.
Just recently, the Ministry of Tourism of Indonesia invited Dr. Espina again to present a paper entitled Challenges of Dealing with Local Communities in Tourism Growth and Investment held in Bali. In her talk, Dr. Espina showed how the multisectoral cooperation in Cebu has continuously accelerated tourism arrivals and investment and made the place the giant contributor in the economy of the Philippines. She cited the factors, which make Cebu the best destination because of its investment-friendly environment, people, facilities, services and attractions.
Dr. Espina is currently the tourism chair of CCCI; director, Central Visayas Regional Tourism Council; executive director; Cebu Visitors Convention Bureau; founder of the Tourism and HRM courses of USJR; professor in the masteral and doctoral courses in business and management as well as effective communication, USJR; CEO, Speechcom International, Inc.; and executive director of Punla, Inc. and Amparito L. Lhuillier Educational Foundation; and founder/director, USJR Dramatics and Cultural Ensemble and the Cebu Performing Arts.
