DOT Region 2 Promotes Filipino Brand of Wellness Through Hilot Training in Santa Ana
The Department of Tourism (DOT) Region 2, in collaboration with the Cagayan Economic Zone Authority (CEZA), successfully conducted the Filipino Brand of Wellness Training: An Introduction to Traditional Filipino Massage – Hilot for Community-Based Tourism Organizations (CBTOs) in Santa Ana, Cagayan, held from October 15 to 17, 2025, at Nassim Hotel and Beach Resort.
The three-day capacity-building program gathered 30 tourism stakeholders from various community-based organizations in Santa Ana, aimed at enhancing their knowledge and skills in promoting wellness tourism grounded in Filipino culture and tradition.
Renowned resource speaker Mr. Atho De La Cruz Jr. served as the trainer and facilitator, sharing his expertise in traditional Filipino massage or hilot. Through in-depth lectures and practical demonstrations, Mr. De La Cruz emphasized the core principles, techniques, and values that define the Filipino brand of wellness—highlighting its holistic approach to health and wellbeing rooted in compassion, harmony, and genuine care.
The training forms part of the DOT’s continuing efforts to promote the Filipino Brand of Service Excellence (FBSE) and the Filipino Brand of Wellness, consistent with the Department’s thrust to strengthen the country’s position as a world-class wellness destination. It likewise supports the agency’s goal of empowering local communities through sustainable and inclusive tourism development.
DOT Region 2 expressed its gratitude to CEZA and the Municipal Government of Santa Ana for their support and cooperation in the successful implementation of the training. The initiative underscores the shared commitment to advancing tourism development and enhancing community-based tourism initiatives in the Cagayan Valley Region.#
