Tourism Reimagined: Mapúa MCL Celebrates World Tourism Day 2026 Through AI and Digital Innovation
The B.S. Tourism Management program of Mapúa Malayan Colleges Laguna’s (Mapúa MCL) E.T. Yuchengco College of Business (ETYCB) celebrated World Tourism Day 2026 with the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism” through a series of engaging activities held on September 29 and 30, 2026. The celebration focused on the transformative impact of digital technology and Artificial Intelligence (AI) on the tourism industry and its role in creating more innovative, efficient, and personalized travel experiences.
On September 29, 2026, selected Tourism and Hospitality students, together with Ms. Ma. Rhodora A. Austria, Dean of ETYCB; Dr. Lena N. Cañet, Tourism Management Program Chair; and Dr. Merle U. Ruiz, Tourism faculty member, participated in the World Tourism Day celebration at the Mapúa School of Tourism and Hospitality Management in Manila Bay. The activity provided students with an opportunity to connect with fellow tourism and hospitality learners and gain broader insights into the continuing transformation of the tourism sector.
The celebration continued September 30, 2026, as the Event Management class (ETY341), under the guidance of Dr. Cañet, conducted a seminar at Café Enrique, ETY Building. The event featured distinguished speakers who shared their professional experiences and insights on the emerging trends, technologies, and innovations shaping tourism.
The seminar featured Ms. Bernadette A. Panaligan, former Ground Staff of Cathay Pacific Airlines; Dr. Ellenita Red, AI Trainer and E-Commerce Practitioner; and Dr. Ma. Christina G. Aquino, Assistant Secretary of the Department of Tourism. Their presentations provided valuable perspectives on the application of digital platforms, Artificial Intelligence, e-commerce, and innovation in tourism and hospitality.
Aligned with the theme, the celebration highlighted how technology is reshaping the tourism landscape by making travel more connected, efficient, personalized, and responsive to the changing needs of travelers. The discussions also emphasized that technological advancement must be complemented by human creativity, empathy, critical thinking, and genuine hospitality.
More importantly, the celebration reminded future tourism professionals that Artificial Intelligence (AI) and digital technology are not meant to replace people in tourism, but to empower them. When effectively integrated with human expertise and service, technology can enhance professional capabilities, streamline operations, improve decision-making, and help create more meaningful experiences for travelers.
Through the World Tourism Day 2026 celebration, Mapúa MCL Tourism students gained valuable exposure to industry practices and emerging technologies while deepening their understanding of the opportunities and challenges brought about by digital transformation.
The activities reinforced the importance of preparing future tourism professionals who are not only technologically equipped but also capable of using innovation responsibly to create a more dynamic, responsive, and human-centered tourism industry.
