- Cover Page
- Message from the President
- Editorial Advisory Board & External Reviewers
- Who is TKC?
- TKC Calendar of Activities
- Travel Academy Training Schedules
- FOCUS: Philippine Travel Tax Dilemma
- SPOTLIGHT: Salute to Valor: Bamban Historic Fields of Battle
- POV: Transportation Connectivity
- COACHING ROOM: Disney Adventure to Walt's Wisdom
- Finding History with Dr. Ricardo T. Jose
- TKC-AIM International Research Writing Bootcamp
- Featured Researcher
- Board of Advisory Council & Curriculum Review Meetings
- MOA Signing with New Academe Partners
- Travel Academy by Rajah Travel Corp
- Armchair Cases
- Be A TKC Academe Partner
- Back Cover
MESSAGE FROM THE PRESIDENT
We are all very thrilled as we turn one of our dreams into reality: the launch of the TKC Chronicle. We hope to inspire our readers by showcasing the various activities that we do, where we want you to join us in the future. We are also providing armchair cases that can be used by the Academe in their different classes, where Teacher's notes are available in the premium online subscription.
While this publication took several months, we know we can continue to improve this with your feedback. So we invite you to continue to discuss with us what you want to read about within the reasonable realm of the publication's objectives and abilities.
We want to acknowledge all the management, contributors and content creators of this publication for all the hard work that was put here.
Lastly, I have to thank those who contributed to our 2025 activities as we no longer printed our newsletter to make way for the TKC Chronicle.
We also welcomed four more academe partners: National University Mall of Asia, Jose Rizal University, Mariners' Polytechnic Colleges, and Miriam College.
We look forward to more interactions with all of you and we are always here to assist in the improvement of the tourism industry.
The TKC Chronicle is published bi-annually by
Rajah Travel Corporation.
Address: 331 Senator Gil Puyat Avenue, Makati City
Telephone:+632.88940886
Email: tkc@rajahtravel.com
Copyright © 2026 by Tourism Knowledge Center
by Rajah Travel Corporation
All rights reserved. No part of this publication may be
reproduced, distributed, or transmitted in any form or
by any means, including photocopying, recording, or
other electronic or mechanical methods, without the
prior written permission of the publisher.
ISSN 3155-5934
Printed by: Luminaire Printing & Publishing Corporation
Editorial Advisory Board & External Reviewers
EDITOR-IN-CHIEF
Aileen C. Clemente
Chairman and President
Rajah Travel Corporation
Editorial Board
Ms. Ma. Christina G. Aquino
Assistant Secretary, Department of Tourism
Dr. John Paolo Rivera
Consultant of the AIM-Dr. Andrew L. Tan Center
for Tourism; Senior Research Fellow, Philippine
Institute for Development Studies (PIDS)
Dr. Robin Yap, D.LITT, MBA, BBM, PBM
Médaille d’or du Tourisme
Board of Governors - EAMU, University of HULL
All articles in this maiden issue were written
by Aileen C. Clemente.
Who is TKC?
TKC as we fondly call our Tourism Knowledge Center is Rajah Travel’s Advocacy Department. Apart from our usual various operations department, we have dedicated a department to champion our cause to assist in catalyzing the tourism industry transformation, enhancing the ecosystem alignment and optimizing their interoperability.
In fulfilling our functions, we recognize the need for several collaborators. So, we have our special Academe Partners who, more than just provide OJTs, work with us to ensure that our initiatives are successful by attending and hosting our events, participate in our seminars (especially on research), join our Travel Academy courses, among others.
TKC originated with the idea of Ms. Aileen Clemente to increase the sharing among tour guides of their knowledge of short stories and trivia about destinations. Ultimately, Rajah should be a Data Center for what we call, Lost Pieces of History.
Ms. Clemente’s sharing of this idea to Dr. Twinkle Rodolfo and Usec. Alan Canizal led to a larger and more strategic direction. Eventually, Rajah Travel coined TKC to become a Data Hub for anything “tourism” and to be used as a one-stop shop for national and international data and researches, as well as to be an active ecosystem participant and assist the effectiveness of sharing— to create more robust activities, papers, and cohesive structure of the system. Currently, Dr. Twinkle and Usec. Alan serve as part of the advisory Committee.
| 2026 | |
|---|---|
| Apr 22 | 81st Palawan Liberation Commemoration |
| Apr 27 | TKC Resource Writing Bootcamp – Online Onboarding |
| May 08 | Day 1 – International Research Writing Bootcamp, AIM |
| Jul 09 | Day 2 – International Research Writing Bootcamp, AIM |
| Jul 17 | TKC Chronicle Publication/Launch, LPU Manila |
| Sep 24 | 8th Travel Talk: “Innovation in Motion: Pioneering the Future”, LPU Cavite |
| Sep 30 | Day 3 – International Research Writing Bootcamp, AIM |
| Oct 14 | Day 4 – International Research Writing Bootcamp: Presentation Day and Graduation, AIM |
| Nov | Academic Partners Annual Meeting, UST |
| 2027 | |
| Jan 01 | TKC Chronicle Publication |
| Apr 22 | 82nd Palawan Liberation |
| Jul | TKC Chronicle Publication |
| 9th Travel Talk | |
| Nov | Academic Partners Annual Meeting |
| Jan 2028 | TKC Chronicle Publication |
| 2026 | |
|---|---|
| Mar 07 | IATA World Geography (In accordance with IATA, the travel industry, and the airlines), UMak |
| May 09 | Orientation on Airline and Airport Operations, APC |
| Aug 15 | Guest Experience Delivery |
| 2027 | |
| Mar | MICE |
| May | Tourism Office Management Seminar |
| Jul | Program Management |
| Sep | Art of Negotiation |
| TBA | Documentation |
| TBA | Managing a Professional Travel Agency |
Philippine Travel Tax Dilemma
In over 30 years, the issues on the Philippine Travel Tax has become more resonant. From becoming exempt from the payment of this tax, to who is being taxed, to the amount of the tax, to who and/or what is the beneficiary of the tax, all the way up to the relevance of the tax. This is not the main issue however. The main dilemma is if we should have a travel tax and what makes it relevant.
Whether it is a travel or tourism tax, what do we need to consider in making the tax sound.
Basis and Purpose of the Philippine Travel Tax
Just a brief background, the Philippine Travel Tax was first imposed in 1956 during the presidency of Ramon Magsaysay under RA 1478, Section 3. According to a Business World article, the purpose had to do with the prevention of unnecessary foreign travels and to conserve precious foreign exchange. It was also meant to promote domestic tourism that required only pesos, not dollars. The only articulation of this was later on in 1984 in the Presidential Decree (PD) 1935 and 1957. Fast-forward to 2010, under the RA 9593, it already acknowledged the eventual removal of the travel tax in Section 66 and 73.
While it is meant to eventually happen, alternative sources of funding of its activities has not been given any attention. Its collection, except during pandemic, is around PHP 3B to almost PHP8B (looking at TIEZA figures from 2012 to the present). That is just a difficult amount to ignore.
As mentioned, this document takes the position of having a tourism tax. But the discussion moves it away from its archaic form to a more responsive one.
The intent is to repeal the current Philippine Travel Tax law and replace it with a new one, regardless of the name of the new tax. For now, we will call it Tourism Tax (tax), which is aligned to the related tax in other countries.
With this in mind, the purpose can be similar- which is to have a universal system to generate revenue from tourists/ tourism industry to build a consolidated fund to be used to enhance the positive effects of tourism and also alleviate and even eliminate its negative impacts.
The scope of the tax must be around the following:
-
Revenue Generation for general upkeep or maintenance of public services
while being the mindful of the benefits and burden of tourism especially on the environment and the community including the protection of a locale’s natural habitats; reinforcement of local culture and improvement of tourism services and heritage; management of the impacts of overtourism; funding of tourism promotion including marketing the destination or diversify the economy of areas reliant on tourism; and lastly, shift the cost of tourism services from local residents to visitors.
-
Infrastructure Creation, Improvement and/or Maintenance
of roads, airports, and public amenities (including directional and informational signs) that are strained by high traffic volume/density or assigned alternates or augmentations. These should address the environmental and sustainable impact of tourism.
-
Regenerative Finance (ReFi) or Restorative Investment
of those projects for community, local culture, and environment that create positive ecological and social impacts, restoring natural resources to ensure a sustainable future for the destination.
While this is so, the current allocation of proceeds from Travel Tax Collections Pursuant to Section 73 of Republic Act No. 9593, (a) fifty percent (50%) shall accrue to the TIEZA, (b) forty percent (40%) shall accrue to the Commission on Higher Education (CHED) for tourism- related educational programs and courses, and (c) ten percent (10%) shall accrue to the National Commission for Culture and Arts (NCCA). The proposal is that this amount remains the same and that the tax which goes to TIEZA will include the scope mentioned above. Further, that all LGU or local environmental fees and similar, will be eliminated and will have a equitably distributed amount from this tourism tax. This way, the amounts will also be properly used and audited.
Mechanism of the Tax To Ensure Its Transparent, Equitable and Efficient Collection and Spend
The payment of the tourism tax is proposed to be part of the airline ticket since most of the travel to the Philippines is by air, and the non-air can be done through the online
Portal. All of these are meant to be collected for every arriving passenger with no exemptions or discounts. With the increase in the passengers paying the tax as well as the removal of the exemptions, the amount of the tax will be at a level that will be almost negligible for everyone. This will demonstrate that the tax can be around just 30% of the current tax.
This can all be managed by an entity that functions as a global collection agency equipped with an integrated invoicing, collection and settlement system that is recognized and acceptable to the Philippine Government and international organizations such as IATA and IATA/BSP (Billing Settlement Plan). The current facility may also manage rebookings and refunds as well as the timing of remittance to the government. This method also drives high invoice collection rates at low cost and achieves efficient data management and enhanced reporting. It also requires less audit as it is almost fully automated.
Yet, there may be a few airlines that are not enrolled in the IATA system, but these are a few that the old practice of audit and other processes with TIEZA may remain in place.
Further cost savings may be derived by having automated collections at the airports and reduce or eliminate TIEZA offices that serve this purpose. In the list in the TIEZA website, there are about 30 offices listed.
Removing exemptions also eliminate all the bureaucracy, red tape and processes in securing these exemptions. For travellers, it removes the queueing, as well as for OFWs to get the OECs. For the travel ecosystem including Travel Agents, this removes the Local Data Processing Center (LDPC) where attachments of the exemption have to be printed, photocopied, especially for rebookings, and other manual work that adds to the costs of everybody. And if these are not properly attached to the ticket, an airline also issues Agency Debit Memos (ADMs) which another layer of administrative task as these may be issued for a ticket issued a few months back.
Please note that putting any exemptions to this process, reverts us back to the current state and will not be efficient as no global collection agency will likely accept the processing of exemptions.
The availment of exemptions may be considered by some as a sticky situation. However, with the scheme
presented, it already lowers the current tax for everyone. Should exemptions still be considered, maybe just remove it from the collection process and offer direct refunds through TIEZA.
For the computation, allow this document to show a simple calculation of how the current Philippine Travel Tax can be reduced to a rate of an estimated PHP200- 400. If we take the Travel Tax collection in 2024 of PHP7,753,508,300 and divide this by PHP1,620 (amount of the Travel Tax), the amount must be collected for 4,786,116 paying people. Our international arrivals in 2024 is about 14.7M and this is more than enough people. Assuming 14.7M will be paying the tourism taxed at PHP400-500, the yield is around PHP 5.8B-7.3B. Please see Table below:
| Travel Tax Collection | Travel Tax Amount | Paying People |
|---|---|---|
| 7,753,508,300.00 | 1,620.00 | 4,786,116.23 |
| International Arrivals 2024 | Travel Tax Amount | Yield |
|---|---|---|
| 14,700,000.00 | 400 | 5,880,000,000.00 |
| 14,700,000.00 | 500 | 7,350,000,000.00 |
There are alternatives to what this paper is proposing. The Philippine Travel Tax can be on status quo but no efficiencies is gained and the cost burden per person remains. The law can be simply repealed, but the funding that goes to important institutions will have to be addressed. The last alternative that is being discussed is a joint project of TIEZA, Department of Information and Communications Technology (DICT) and the Bureau of Immigration (BI) where DICT develops a software that caters to the collection of the Travel Tax and that the BI is triggered to check the correctness of the applicability of exemption or not. The idea is for the travel tax will be collected at the airport separately from the ticket. Again, this becomes a pain point to travellers as each will have to add this step in their travel. This system also only ensures that the collection is removed from the responsibility of the airline and its supplier but does not improve much of anything else.
This paper offers an adoption of a possible tax with collection efficiencies. It is also consistent with anti-red tape initiatives. While it may take some time, this will hopefully address a lot of issues surrounding the current Philippine Travel Tax.
Salute to Valor: Bamban Historic Fields of Battle
Since 2013, Rajah Travel began its project called, Lost Pieces of History. We wanted to find other sites in the Philippines that we can showcase, so that Filipinos and other nationalities may foster closer relationships and understanding. We also continuously hope that we work with local communities to uncover, preserve and appreciate these portions of our Filipino history and heritage. Luckily, the milestone of the end of World War II (WWII) was approaching in 2015 and there was enough time for the USAID Project Compete to facilitate this endeavor as the first taskforce was gathered together. The significant international, national and local stakeholders from both public and private sectors cooperated and involved themselves that led to the creation of the tourism circuit called Salute to Valor: Palawan Liberation.
JAPANESE WWII HOSHINO TUNNEL 1 DEFENSEOne of the series of tunnels of Hoshino Battalion.
This year, we are happy to announce our next project for WWII, Salute to Valor: Bamban Historic Fields of Battle. For this tourism circuit, we are partnering with the distinguished, Mr. Rhonie Dela Cruz, the founder of the Bamban WWII Museum and the Bamban Historical Society. He is a recognized local historian, researcher, and author.
One of the series of tunnels of Hoshino Battalion.
Mr. Dela Cruz's passion for uncovering Bamban's past and preserving this for the future is one of the key elements for TKC to involve itself in this worthwhile endeavor.
This southernmost town of Tarlac, Bamban, is a strategic location for both the WWII Japanese and U.S. military forces. Firstly, it is near the primary base for the Imperial Japanese Army and Navy air services, Clark Airfield. Second, the town’s hilly landscape overlooks vital transportation gateways and even sits on Highway 3, the main supply and invasion corridor from Lingayen Gulf to Manila. The mountainous barriers and critical pathways and chokepoints became sites to some of the most brutal battles.
40th Div. Photo, February 1945.
JAPANESE WWII HOSHINO TUNNEL 2
One of the biggest and longest war tunnels.
One of the main highlights of this
area is the 16-kilometer network of mountain tunnels and trenches.
Mostly dug by the Japanese forces and other laborers,
Allied prisoners, and Aeta communities, it is over 1,000
interconnected u-shaped parts designed for heavy static defense and troop shelter and sanctuary. It
housed over
40,000 Japanese soldiers, safely stored logistical supplies,
and held the command and communications networks
for the Japanese. It is currently considered as one of
the most extensive subterranean defense system, during
WWII, built by the Imperial Japanese Army outside of
Okinawa.
These tunnels were excavated using heavy-duty industrial hand-drills and dynamite to blast through and further hallowed out with hand tools, picks, and large drills. Their depths reach from 50 to 300 feet. The main tunnels average roughly 8 to 10 feet wide and 10 to 12 feet high. Most important Operations Section in the tunnel is the Japanese Naval Air Fleet Headquarters and communication center on the west.
More tactical combat preparedness was set up in the east such as gun and mortar emplacements, and defensive outposts along the entrances.
Some of the massive tunnels became supply depots and held months’ worth of heavy warfare materials, provisions, and ammunition,
Another section is the underground hospitals to treat the wounded. Then there are also the troop shelters, where each section vary greatly and can accommodate over a hundred.
This introduction alone
is but a hollow echo of
the real soul-stirring and
heart-rending events of
WWII. Yet, it brought the
Japanese, Americans, and
Filipino lives inextricably
intertwined. The whole
town, especially the
Bamban WWII Museum serves as a sanctuary for the
heritage of these collective heroism and sacrifices.
This extensive museum houses several indoor exhibit halls, outdoor memorial sites and even a research center. It has become the town’s main repository of military relics and wartime mementos, personal soldier accounts and combat clips and recordings, tactical and operations maps, and the like.
More than mere objects, the people of the museum breathed life into these silent memories of their owner’s wartime journey. These items were transformed into a living testament to the trials they endured during the conflict and became their voice today.
I dare not expound further and preempt the tour. But suffice it to say that there is a story for everyone who visits the museum.
If the whole tour is not enough, these passionate group of people have even organized a dedicated reenactment group to help visualize the wartime reality.
This group’s extensive contribution and outstanding dedication to historical preservation and restoration more than justifies our support in amplifying their impact and bring broader awareness to their mission.
We must preserve this rich piece of our heritage and enrich the lives of those who come after us… and so goes this tapestry of history.
Transportation Connectivity:
Strategic Use of IATA City Codes and Airport Codes
It is not easy to look at all the components of transport connectivity. The presentation of choices of trips— of what city and airport to use—in both the Global Distribution System (GDS) or even in Online Booking Tool (OBT) is an example of this. The availability display including schedules, fare and availability, is aggregated from travel providers in real-time—largely depending on the airport or city code one has chosen. In short, our Aviation Authority must consider that in order to maximize airport visibility and inventory exposure in a booking system, we must analyze its availability logic and implement a more robust mapping of specific airport codes to overarching city codes.
International Air Transport Association (IATA) is both the creator and official registry of the 3-letter airport and city codes list that passengers see on boarding passes and baggage tags. More than this, these codes are deeply embedded in global aviation systems. Consequently, changes to these cannot easily be made on a whim.
At this point in time, most of the city and airport codes in the Philippines have also been set. And any effort to change the structure of the said display option is an uphill battle.
So, why go through this exercise if it is almost futile? First, there may still be some minor actions that can be done. Secondly, that we are conscious of encountering the same issue again. Hopefully, we do not experience this pitfall again.
What are the major issues?
Issue 1:
The Airport and City Codes Are The Same
Whether the decision to make the city and airport code to be deliberately the same or not, the implication is that the search will most likely limit the availability display to just the airport code.
| City | City Code | Airport Code | City | City Code | Airport Code |
|---|---|---|---|---|---|
| Manila | MNL | MNL | Clark | CRK | CRK |
| Cebu | CEB | CEB | Iloilo | ILO | ILO |
| Davao | DVO | DVO | Kalibo | KLO | KLO |
As seen on the examples below. The City (C) and the Airport (A), being the same, almost always shows a one- to-one association. Under MNL, SGL will be explained later.
Manila
Clark
Cebu and Davao
One workaround solution done by Emirates (EK) that have flights from both Manila (MNL) and Clark (CRK) to Dubai (DXB) is to include in the airfare, the bus from MNL-CRK from Trinoma. This now displays the CRK departure when one searches availability under MNL. Pls see the the purple box below where MNL shows TRP.
MNL
This then shows in the availability as follows:
Availability Manila–Dubai on EK (note that CRK option is given due to the Trinoma Bus Station TRP located in MNL)
Issue 2:
The Airport and City Codes Seemed To Have Been Taken At Face Value and Not Integrated In The Larger
Blueprint of Connectivity.
Set in the dawn of commercial aviation, these codes were designed as pragmatic operational tools. They were telegraphic abbreviations for pilots and operators to streamline navigation before airports evolved into the massive cultural and commercial hubs they are today. Whether some countries were just fortuitous in their decision, they treated certain city codes to identify major gateways. Some airport codes intended for smaller, regional cities were instead assigned to these hubs or gateway cities. These include, but not limited to:
| Gateway City Code | Airport Codes |
|---|---|
| NYC (New York City) |
JFK (Jamaica, Queens) LGA (Flushing, Queens) EWR (Newark, New Jersey) |
| WAS (Washington D.C.) |
DCA (National) IAD (Dulles) BWI (Baltimore) |
| TYO (Tokyo) |
HND (Haneda) NRT (Narita) |
| LON (London) |
LHR (Heathrow) LGW (Gatwick) STN (Stansted) LTN (Luton) LCY (London City) SEN (Southend) |
MNL also has the potential to become a gateway and have CRK and the future Bulacan Airport under this Hub City Code. In doing so, CRK may have to be disassociated with the CRK city code, if permitted. Considering that Sangley is part of the MNL availability suggests that our authorities have an experience in moving an airport to a gateway. (Please see the green box below)
MNL
Cebu and Davao may also be considered as gateway cities.
On another note, for Boracay, Kalibo and Caticlan Airports do not currently belong to the same city code. And these city codes do not even pertain to Boracay, but rather the city/municipality where they actually belong. In fact, despite the efforts for global recognition for this destination, no city code was created for it. There is currently no clear visibility in booking this.
In moving forward, the Aviation Authority may need to revisit their aviation system management framework. The association of Airport and City Codes are vital not only in terms of tactical operations.
First, city and airport codes and their alignment translate to instant destination recognition and resonance, which is essential for fueling visitor growth to that gateway. Also, this seamless mapping can form part of the regional hub’s tourism and trade campaigns.
Second, establishing this tight connection between codes increases traveler movement efficiency and reduces possible painpoints
Lastly, more intuitive design for airport and city codes makes it simpler to expand system capacity and provides airlines, visitors and other stakeholders information on which regional gateway is being served.
Consulting IATA’s aviation experts is essential to provide definitive guidelines on using location identifiers and Metropolitan Area Codes (multi-airport cities) and to understand the exact parameters for coding flexibility. The goal together is to unleash the transformative and far-reaching ripple effect of this small element.
Disney Adventure to Walt's Wisdom
Sailing on the maiden voyage of Disney Adventure in Singapore served as a nostalgic trip back to my childhood. This also inspired me to look at the world through the visionary lens of Walt Disney and gained some takeaways:
Protect your ultimate vision, hold your ground, and keep pushing boldly ahead.
Disney’s dream has always
been to create unparalleled,
shared family experiences
and entertainment inspired
and driven by (1) positivity,
(2) immersive storytelling,
and (3) continuous
innovation. In cruising,
we see Disney push the
boundaries, this time of
venues, as they push from
self-contained land bound
locations to floating mobile resorts, despite its greater
logistical challenges. It is even a cruise to nowhere but
ensures that it is a massive floating theme park with
7 unique zones.
Chart Your Own Course
Again, Disney did not just become another cruise—sailing from port to port. It made the cruising the main attraction and ultimate adventure. It ensured that almost all parts of the ship screamed that it is part of the “happiest place on earth”, or “where dreams come true”, or other catchphrase that resonates with the Disney brand.
Disney is always known as a trailblazer and innovator. They do not settle for past successes and they will always continuously try to improve.
Sense the Magic, Be the Magic, Dwell Within the Magic
Disney will always provide a safe place to transform as the character in your own fairy tale.
If you will not take that opportunity, they have immersive shows for you so that you still feel the magic of Disney.
You can also be the magic as you make friends on the ship.
Engage All the Senses. Unlock Emotions. Awaken the Soul.
Disney always pays attention to all details big and small. Whether it is quality service, to the shape of the ice cream bar, and even to the hidden mickey in the carpet. This is how Disney delivers their brand and their vision. Everything has to make sense and still has to be consistently part of the same story.
Ensure the High Probability of Repeat Business Out of Every Experience.
As always, Disney never builds anything that can be experienced in the day or days that you spend in his entertainment complex. There are always reasons for you to want to come back, from merely missing out on certain areas, to introduction of new experiences, and even to want to live through similar events again. To some this is a right of passage in the different stages of one’s life.
Embrace Failure
It is easy to recognize the powerhouse Disney is today, but we have to remember that its foundation is built on grit. At the end of the day, Disney is still human. It will face failures and challenges. It still needs to know how to weather storms and rebound from setbacks. And this is how it becomes stronger. And it has.
To this day, Disney brings joy to millions. At the same time, they are probably the biggest revenue earner from nostalgia. But they truly deserve it with all their painstaking efforts and focus on details. Disney consistently delivers world-class entertainment for all ages.
Just like anything Disney, their Disney Adventure Cruise from Singapore is another jam-packed multi-sensory journey worth taking. I am glad I did.
My only next question for Disney is how do I see what is the next big thing that they innovate and how do I experience it?
Dr. Ricardo T. Jose is a Professor Emeritus in the Department of History at the University of the Philippines Diliman. An excellent historian, researcher, and champion of historical preservation. His life’s work deeply aligns with Rajah’s mission under the TKC to uncover and preserve the “lost pieces of history”.
We are honored to have worked closely with Dr. Jose. He was a vital contributor to the 2015 Palawan Liberation Commemoration and later joined us as our distinguished guest speaker during the 7th TKC Travel Talk in Palawan in 2025. There, he brilliantly illuminated the national significance of those historical events, highlighting the importance of the liberation circuit.
Throughout the years, Dr. Jose has been a staunch supporter of TKC’s advocacies. We have frequently looked to him for invaluable guidance and historical insights. Through his lectures, discussions and generous sharing of knowledge, he has enriched our understanding of Philippine History and inspired educators, researchers, tourism practitioners, and heritage advocates.
Thank you very much, Dr. Jose, for your unwavering support and dedication to the truth of our past!
TKC-AIM International Research Writing Bootcamp
The TKC by Rajah Travel Corporation and AIM– Dr. Andrew L. Tan Center for Tourism have officially launched the Research Writing Bootcamp! Running from April to October 2026, this intensive program pairs local academic talents with international experts to elevate Filipino tourism research to global, indexed journal standards.
Thank you to our global speakers: Jamie Gillen, PhD – Associate Professor of Global Studies, University of Auckland (New Zealand)
Ee Ong, PhD – Professor of Cultural and Tourism Management, Macao University of Tourism
Joseph Cheer, PhD – Professor of Geography ,who helped broaden our horizons and gain a truly global perspective, facilitators, and congratulations to all participants.
We look forward to seeing your drafts reach international publication!
DR. JOY SHEELAH BARAERO-ERA
Research Fellow, Academic Affairs Office
Tourism Faculty, Institute of Tourism &
Hotel Management, Far Eastern University
The study entitled, “Reframing Coffee Farms: Challenges and Opportunities in Developing Coffee Farm Tourism” by Joy Sheelah Baraero-Era of Far Eastern University Manila was recognized as one of the BEST PRESENTER AWARD at the 5th International Conference on Responsible Tourism and Hospitality held at Lyceum of the Philippines University - Cavite, Philippines on 16 - 18 June 2025.
The study explored how coffee farms can be reconfigured not only as agricultural sites but also as tourist attractions—translating the cultivation process into consumption, or “from bean to cup”— as an alternative, sustainable strategy for the coffee industry across ecological, economic, and social aspects. Its publication is currently in progress. She is very grateful to be among the recipients of the RAJAH Tourism Knowledge Center Research Training Seminar Program, which provided training and mentorship in research writing and publication to faculty from its partner schools.
Board of Advisory Council & Curriculum Review Meetings
Rajah Travel Corporation continues to collaborate with academic institutions through advisory councils and curriculum review meetings that strengthen tourism education and industry partnerships.
TKC ACADEME PARTNERS ANNOUNCEMENT 2025
Replace this paragraph with your article describing the event, announcement, or partnership.
PARTNERSHIP RENEWAL WITH INSTITUTIONS
Continue the story here. Describe the partnership and its significance to the Tourism Knowledge Center.
MOA SIGNING WITH NEW ACADEME PARTNERS
Replace this introduction with your own article. Explain the objective of the collaboration and the institutions involved.
Continue with additional details about the signing, expected outcomes, and future projects.
Travel Academy by Rajah Travel Corporation
In 2019, Rajah Travel Corporation launched the Travel Academy during the pandemic to continuously spearhead the adoption of innovation and technology trends. This approach aims to aid schools, colleges, and universities in producing a stronger workforce for the travel industry as we adapt to the “next normal.” This year, RTC relaunched the
Travel Academy with the World Geography (in accordance to IATA, the travel industry, and airlines). Through the Travel Academy, the company delivers training programs for Tourism and Hospitality Management students, faculty members, academe, and industry stakeholders on a wide range of relevant topics to complement existing knowledge.
May 19, 2026 - World Geography training session with the bright and enthusiastic BS Tourism Management students from Miriam College at our Makati Office. Here’s to nurturing the next generation of tourism professionals together!
This special section of the publication provides Armchair Cases, which are real-world scenarios for study or analysis to eventually find solutions. The Academe may use these for their classes. Our only request is that TKC by Rajah Travel be given credit in the use of any of these.
Case 1: Providing the Right Recommendation for a Flight
Your client asks for your recommendation on roundtrip flights to HKG. These were the available flights for the dates mentioned:
Itinerary 1
Itinerary 2
Itinerary 3
Itinerary Guide
- PR - Philippine Airlines
- 5J - Cebu Pacific
- CX - Cathay Pacific
- K (in Itinerary 3)- is an economy booking class
- MNL- code for Manila
- HKG- code for HKG Last 2 columns are army time for departure and arrival
For purposes of the case, the rate provided is inclusive of all relevant taxes.
Instructions: Please give a minimum of two (2) reasons for recommending each of the three (3) itineraries and explain, where necessary.
Case 2: Drafting Communication to a Client and Supplier
Draft your notes to the client and to the various supplier, given the scenario below. To the client, pls write down the different arrangements you will be doing for them for this trip and indicate the items that you wish to clarify and/or request under each arrangement. Similarly, please identify the different types of suppliers you intend to use and write down items you may want to clarify and/or request from each.
Two passengers are travelling:
- John Smith (US Passport holder) Age 36
- Anna Lapuz (PH Passport holder) Age 30
Mr. John Smith is a Person with Disability or Accessibility- challenged who will be travelling to Manila and return with his companion back to Manila before taking a flight back to the U.S.
From Manila, they will go to Saigon two (2) weeks from now. They want to experience a Mekong dinner river cruise, a trip to the Ben Tanh market and visit the Cu Chi Tunnel and whatever other interesting tour is available and can fit their schedule. The plan is to stay for 6 days/5 nights.
They preferably want to stay at the Lotte Hotel or similar.
Case 3: Selling a Tour
Your client is choosing between two (2) tour itineraries between Italian Vista and Italian Intermezzo. Compare the itineraries and create your sales pitch where you recommend one over the other, then do the reverse.
Extra point for those who can identify the Tour Brand and can provide additional information, based on the brochure, that you can use as reason to recommend one over the other.
Map: Start Milan, Italy; End Rome, Italy
Greet your Travel Director at Milan’s Malpensa Airport. Later, head to a traditional restaurant known for its delicious Milanese dishes. Tonight’s dinner is a chance to mingle and get to know your fellow travellers over a pleasant evening. Hotel: Duo Milan Porta Nuova Meals Included: Dinner
Journey across the Veneto plain, rich in agriculture, known for its peach trees & vineyards, with the Dolomite mountains on the northern horizon. Your hotel, exuding authentic Venetian charm, beautifully reflects the history and culture of the surrounding area. As night falls, there’s the opportunity to immerse yourself in the magic of St. Mark’s Square, with its orchestras and delightful alfresco cafes, providing an unforgettable experience. Hotel: Hotel Indigo Venice - Sant’Elena Meals Included: Breakfast
Wake up ready to embrace this romantic city. What better way to see Venice than from a private boat, sailing past palazzos and churches to St. Mark’s Square? See the gilded basilica, the Doge’s Palace and Lord Byron’s Bridge of Sighs. No visit to Venice would be complete without a gondola serenade through the myriad of beautiful canals. Relax and enjoy the local traditional songs, as you drift along in awe. While here, join a MAKE TRAVEL MATTER® Experience during a visit to a traditional glassmaking workshop, where you can see how beautiful handcrafted glass is made by expert glassblowers, safeguarding traditional skills. Spend the afternoon and evening as you wish. Or, leave the hustle of St. Mark’s Square behind on a delightful private cruise around the islands of the Venetian lagoon on an Optional Experience to the island of Burano. Alight at the island of Burano, famous for its candy-coloured houses, artisan lace makers and leaning bell tower that would give Pisa a good run for its money. Enjoy a superb meal sampling the local specialities with wine included. Hotel: Hotel Indigo Venice - Sant’Elena Meals Included: Breakfast
Stop in Pisa to see the remarkable Leaning Tower, where Galileo is said to have conducted his famous experiments on velocity and gravity. In the evening, consider joining an Optional Experience featuring a traditional Tuscan dinner paired with local wines — including, of course, Chianti from the region’s renowned vineyards. Hotel: Hotel Albani Firenze Meals Included: Breakfast
This morning, explore Florence with Insight Choice: choose to visit the Accademia Museum to see Michelangelo’s David, or take a stroll with your Travel Director and enjoy a typical Italian treat in a local cafe. Afterwards, join a guided walk with your Local Expert through the Piazza del Duomo and Piazza della Signoria, where you’ll admire the cathedral, Giotto’s bell tower, baptistery and Ghiberti’s Gates of Paradise, as well as the statues fronting the Palazzo Vecchio. Afterwards, enjoy a demonstration of Florence’s renowned leatherwork and gold craftsmanship before an afternoon at leisure. In the evening, you may wish to join an Optional Experience to San Gimignano, where medieval towers and artisan shops line the cobbled streets of this UNESCO World Heritage Site. Hotel: NH Firenze Meals Included: Breakfast, Dinner
Journey to Umbrian Orvieto, a hilltop village overlooking a vineyard- covered plain. Explore the town with your Travel Director and visit Piazza del Duomo to admire the cathedral, before continuing towards the Eternal City of Rome. Enjoy the backstreets and secrets of pedestrian Rome on an optional experience taking a “passeggiata” (stroll) with your Local Expert discovering the piazzas and fountains. Be amazed at sights such as the fascinating Pantheon and the beauty of 17th-century fountains and beautiful piazzas. Why not throw a coin into the Trevi Fountain to ensure your return to the city? Hotel: Villa Pamphili Roma Meals Included: Breakfast
In the morning, enjoy the very best of the city’s highlights, including fast-tracked entry to the Vatican Museums with a Local Expert. Admire the Papal art collection and step inside the Sistine Chapel, where you’ll marvel at Michelangelo’s masterpiece on the ceiling. Afterwards, view the magnificent exterior of St Peter’s Basilica, followed by free time. In the evening, dine on Lazio’s culinary specialities as you celebrate your journey through Italy’s heritage and culture with your fellow travellers. Hotel: Villa Pamphili Roma Meals Included: Breakfast, Dinner
Bid farewell to the glories of Italy, savouring the memories of its enchanting cities, historic landmarks and stunning landscapes. Italy’s unique allure will linger in your heart long after you leave. Meals Included: Breakfast
CONT. from p17: Case 3: Selling a Tour
At 5 pm, meet your Tour Director and travel companions for a welcome dinner at a local restaurant. Hotel: St. Martin Meals Included: Dinner
Discover the timeless beauty of Rome with a guided sightseeing of the Eternal City. Be transported back to Ancient Rome when you stand in the Colosseum and hear stories of Gladiators and Emperors. Enter the Vatican City State for a visit of the extensive Vatican Museums, Sistine Chapel, St. Peter’s Square, and the spectacular St. Peter’s Basilica. Free time late afternoon and evening to take in more sights and experiences. LEGENDARY LIVES Stand in awe and wonder amid one of mankind’s greatest artistic achievements in the Sistine Chapel. Hear how in 1508, a young Michelangelo was commissioned by Pope Julius II to decorate the chapel’s ceiling – a request not welcomed by the 33-year-old sculptor. Michelangelo’s 4-year project was indeed one of physical pain and psychological distress, while painting from scaffolds high above the sanctuary floor. Nevertheless, he created what is considered the most famous ceiling in the world, depicting the Creation of Adam in striking fresco style. Hotel: St. Martin Meals Included: Breakfast
Depart Rome and drive into Umbria, the “green heart of Italy.” Stop in the hill town of Orvieto, perched dramatically on a plug of volcanic rock and dominated by a striking cathedral. Enjoy free time to explore Piazza del Duomo. Continue to the stunning town of Assisi, birthplace of St. Francis, visit the Basilica named after him and browse the charming streets. Free time this afternoon and evening in the charming town of Perugia.
ICONIC FOOTSTEPS Walk in the footsteps of St. Francis of Assisi with a visit to the Basilica named after the deacon, friar, and mystic, who became one of the most venerated religious figures in Christianity. Revered for his love of the Eucharist and the Earth, Francis found communion with God through nature here in this Italian village where he lived and died. Marvel at the magnificent frescoes by Italian master Giotto that adorn the Basilica where the Saint is buried. Hotel: Sangallo Palace Hotel Meals Included: Breakfast
Florence is one of Italy’s most celebrated cities. Meet your Local Guide for a walk through the historic center, stopping to admire and learn more about the cathedral, Giotto’s Bell Tower, the massive bronze doors of the Baptistry’s “Gates of Paradise,” and the sculptures of Signoria Square. Later, drive across the Apennine Mountains and River Po to arrive in Padua. An orientation drive will familiarize you with the city while an Italian aperitivo (pre-dinner cocktail) at Café Pedrocchi will give you a real taste of local life. Hotel: Milano Meals Included: Breakfast
A short drive to Venice, before taking a private boat ride along the Giudecca Canal. Prepare for breath taking views as you sail in front of the entrance to St Mark’s Square. On disembarking walk to an historic vetreria to meet a local glassblower and learn how the world- famous Murano glass is created. Explore more of Venice with your choice of included Globus Choice excursions. Hotel: Milano Meals Included: Breakfast
Arrive in the elegant city of Verona, rich in history, but made famous by Romeo and Juliet, Shakespeare’s star-crossed lovers. Enjoy a stroll to admire the main squares of Piazza delle Erbe and Piazza Bra, with its pink marble Roman Arena. Continue to the bustling city of Milan for an orientation walk to see famous landmarks including La Scala Opera House, the Galleria Vittorio Emanuele II, and Duomo. This evening free time to familiarize yourself with some local specialties for dinner.
CULTURE & TRADITION Stroll through the grand piazzas of Verona, where the tradition of La Passeggiata (leisurely stroll) is alive and well near the site of the ancient forum. Where fruits, vegetables, and spices once filled the market squares, now eateries and shops share the space with the ancient arts of sumptuous fountains, monuments, architecture, and people-watching. Hotel: Duo Milan Porta Nuova Meals Included: Breakfast
Discover why Lake Como has attracted visitors since the Roman times as you take a private boat ride across it to the delightful town of Bellagio, known locally as the “Pearl of Lake Como.” Keep your eyes out for celebrities as you saunter along the lakefront promenade and charming alleyways. Back in Milan, join your travel companions for a farewell dinner at a local restaurant.
EPIC RIDE Glide on the gorgeous waters of Lago di Como on your private cruise to beautiful Bellagio - Lake Como’s most loved village with narrow streets and stunning views. A magical experience to take in Italy’s most famous lake. Hotel: Duo Milan Porta Nuova Meals Included: Breakfast, Dinner
Your vacation ends with breakfast this morning. Meals Included: Breakfast
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