The initiative comes as the country's tourism industry increasingly shifts its focus from attracting more visitors to drawing travelers willing to spend more on premium food, beverage, and hospitality experiences.
Studies have shown that destinations offering exceptional hospitality services are more likely to attract higher-spending tourists.
To support this goal, Diageo Philippines and TESDA have introduced the Diageo Masterclass Series, a bartending development program designed to equip Filipino bar professionals with internationally recognized skills and prepare them for opportunities in the premium hospitality sector.
The partnership was formalized through the signing of a memorandum of agreement between premium spirits distributor Diageo Philippines and TESDA at the TESDA Administration Building in Taguig City. The ceremony was attended by TESDA Secretary and Director General Jose Francisco "Kiko" Benitez and Diageo Philippines general manager Nok Laohaphan.
Global standards
Under the partnership, Diageo Philippines will enhance TESDA's Bartending NC II curriculum by integrating internationally recognized training modules from the Diageo Bar Academy.
The additional modules will expose learners to global mixology trends, deeper spirits education, and modern bar management practices, helping prepare aspiring bartenders for careers in luxury hotels, premium bars, resorts, and other high-end hospitality establishments in the Philippines and abroad.
The initiative aligns with the evolving demands of the tourism industry, where food, beverage, and hospitality experiences play an increasingly important role in attracting travelers.
Research by Oxford Economics has shown that travelers are willing to spend more in destinations that offer exceptional dining, beverage, and hospitality experiences, highlighting the need for highly skilled professionals in the sector.
Industry support
The program also forms part of Diageo's broader global efforts to improve accessibility and employability in the hospitality industry.
These include Learning for Life, an international initiative that promotes skills development and education opportunities, and the Diageo Bar Academy, one of the world's leading hospitality and bartending education platforms.
"TESDA is proud to partner with Diageo Philippines in equipping Filipino bartenders with globally recognized skills that will enhance their competitiveness and open up more opportunities in the hospitality industry," Benitez said in a statement.
"When the government and private sector work together, we can better provide up-to-date training that leads to trabaho," he added.
For Diageo Philippines, the partnership supports the country's ambition to become a premier destination for world-class hospitality experiences.
Future talent
Laohaphan said in the same statement that developing world-class hospitality professionals is essential as the Philippines continues to attract travelers seeking premium tourism experiences.
"Through the Diageo Masterclass Series, we are proud to support the country's vision of elevating tourism and hospitality standards by helping Filipino bartenders build the skills, knowledge, and confidence to succeed on the global stage," she said.
She added that TESDA's expertise in technical education and skills development makes it an ideal partner in nurturing future hospitality professionals.
The first batch of the Diageo Masterclass Series will begin in the third quarter of 2026 with 25 students undergoing a three-week training program.
Aside from bartending techniques, participants will also receive training in customer engagement, marketing fundamentals, and responsible drinking principles—skills considered essential in managing modern hospitality establishments. —Ed: Corrie S. Narisma
