14/05/2026
UST-CTHM Launches DMARCS Philippines to Advance Smart,
Sustainable, and Globally Competitive Destination Marketing
The University of Santo Tomas – College of Tourism and Hospitality Management (UST-CTHM) proudly marked a milestone in tourism education and destination marketing with the successful launch of DMARCS Philippines (Destination Marketing Campaign Summit) last May 6, 2026, redefining destination marketing for a smarter, sustainable, and more competitive tourism industry.
Formerly known as the Destination Management and Marketing (DMM) Symposium, DMARCS Philippines signals a bold evolution, positioning UST-CTHM as a premier academic hub for research-driven, student-led destination marketing campaigns that bridge academia, industry, and government. The initiative is implemented under the Destination Management and Marketing course and is a project of UST Sentro Turismo, reinforcing its commitment to advancing tourism research and practice.
With the theme “Strategic Storytelling: Crafting Compelling Campaigns for the City of Legazpi,” the summit showcased the innovative outputs of 4th-year Tourism Management students from UST Manila, alongside 2nd year Tourism Management and Hospitality Management students from UST Legazpi. This collaboration also reflects the University’s broader objective of strengthening partnerships within the network of Dominican educational institutions, fostering shared learning and academic synergy. Their work was grounded in real-world insights, following an immersive data gathering and site validation in Legazpi City, Albay from March 25 to 28, 2026, conducted in partnership with the local government.
A total of nine (9) Integrated Marketing Communications (IMC) campaigns were presented, each reflecting a deep understanding of destination branding, market behavior, and storytelling strategies tailored to Legazpi City’s unique tourism identity. These campaigns were formally presented to the City Tourism Officers of Legazpi City, representing Mayor Hisham B. Ismail, further strengthening the collaboration between academia and the local government.
DMARCS Philippines is anchored on five key objectives:
To design data-driven, market-responsive IMC campaigns that ensure cohesive and strategic destination branding across platforms.
To integrate sustainable tourism and destination management principles into marketing strategies aligned with national and global standards.
To strengthen collaboration among LGUs, academia, and industry stakeholders for enhanced destination competitiveness.
To evaluate campaign effectiveness using relevant marketing frameworks and performance indicators.
To establish UST-CTHM as the leading academic institution for innovative destination marketing and tourism research.
Adding depth and inspiration to the summit was respected Thomasian content creator Paps Chui, who shared valuable insights on crafting compelling content and storytelling strategies that resonate with modern audiences.
The success of DMARCS Philippines was also made possible through strong academic collaboration across year levels and specializations. The event was organized by the MICE Class from 3TOM2 (Alaya Productions), while the data gathering in Legazpi City was arranged and executed by students from Class 3TOM5. The tour guiding of guests from UST Legazpi was facilitated by selected students from Classes 2TOM1 and 2TOM2, demonstrating applied skills in guiding and visitor experience management.
More importantly, DMARCS Philippines exemplifies the integration of key tourism management courses, including Destination Management and Marketing, Travel Agency Management and Operations, Tour and Travel Management, and Meetings, Incentives, Conferences, and Events (MICE), bringing together strategy, operations, and ex*****on in one cohesive, real-world learning platform.
More than a student showcase, DMARCS Philippines stands as a platform for collaboration, innovation, and impact, reinforcing the role of future tourism professionals in shaping sustainable and competitive destinations.
Through this summit, UST-CTHM brings together students, LGUs, and industry partners to champion the kind of integrated, sustainable destination marketing that our destinations genuinely deserve, for today, tomorrow, and the future.
