Tourism stakeholders gear up for 11th Virtus Industry recognition

The country’s hotel sales and marketing professionals will take center stage at the 11th Virtus Awards, which will recognize outstanding individual and group contributions to the tourism and hospitality sector's post-pandemic recovery.

The Hotel Sales and Marketing Association (HSMA) launched the annual awards program in Makati City on Tuesday and announced that nominations are now open for the October 11 ceremony.

"Whether reviving destinations, building new markets, or creating campaigns that restore traveler confidence, Virtus XI honors those who redefine industry standards and elevate the bar for excellence," HSMA chairperson Margarita Munsayac said during the event.

This year’s criteria, the HSMA said, will consider the evolving dynamics of post-pandemic travel and highlight industry partnerships and resilience-focused initiatives.

Award categories include Outstanding Sales and Marketing Associate, Outstanding Sales and Marketing Manager, Outstanding Sales and Marketing Leader, and Most Outstanding Marketing Campaign of the Year under the Institutional Award.

The event is organized in collaboration with the Department of Tourism, the Tourism Promotions Board Philippines, and venue partners Raffles Makati and Fairmont Makati.

HSMA president and Megaworld Hotels & Resorts group commercial director Loleth So emphasized the indispensable role of hotel sales and marketing teams, calling them the "backbone" of the industry.

“We're the bread and butter of the hotel. We're the mainstream. If we don't move, then a lot of people will lose their jobs," So said, noting that the hospitality sector has shown remarkable resilience despite pandemic-era setbacks.

Tourism’s role in the broader economy remains vital. Domestic travel, in particular, has been instrumental in the Philippines' tourism recovery. In 2024, the sector contributed 8.9 percent to gross domestic product, with domestic tourism expenditure reaching PHP3.16 trillion—surpassing pre-pandemic levels.