The United Tourism & Hospitality Professionals (UTHP), in collaboration with Palawan State University (PalawanSU) as host, held their General Membership Meeting, International Research Conference, and CSR Activity 2026, on March 18–20, 2026 at Costa Palawan, Puerto Princesa City, Palawan with the theme: “Upholding Tourism & Hospitality Progress: Strengthening network, advancing research, and driving purposeful CSR initiatives.”
Prof. Marissa S. Pontillas, PalawanSU’s Officer-in-Charge, welcomed the participants to the conference. She emphasized the evolving landscape of tourism and hospitality and the importance of moving beyond traditional service and toward innovation, sustainability, and social responsibility. In line with the conference’s theme, she urged the academe, the government, and the private sector to engage in multi-sectoral collaborations to bridge the gap between theory and practice. She stressed the importance of building and strengthening networks to share best practices and innovations in the industry. Sharing her own research experience on three community-based sustainable tourism projects in Puerto Princesa City, Prof. Pontillas challenged the delegates to utilize research and CSR initiatives to drive tangible economic returns for local communities.
Puerto Princesa City Councilor Patrick Hagedorn, representing Mayor Lucilo R. Bayron, also welcomed the delegates to Puerto Princesa and underscored the city’s identity as a “living laboratory” for sustainable development. He highlighted that the city’s world-renowned status as an ecotourism destination provides the perfect backdrop for academic inquiry and urged researchers to draw inspiration from the city’s local conservation models. By aligning the conference goals with the city’s “City in a Forest” philosophy, Councilor Hagedorn underscored that the scheduled CSR activities are not merely symbolic, but essential acts of stewardship. Ultimately, his message framed the gathering as a vital convergence of industry leadership and environmental responsibility, inviting the UTHP community to transform their research into actionable solutions for a greener, more resilient global tourism future.
This spirit of partnership was further solidified through a milestone Memorandum of Agreement (MOA) signing between UTHP and PalawanSU. Following a clear Statement of Purpose by UTHP Vice President Dr. Maria Madel M. Ocampo, the stage was set for global insights.
Dr. Kandappan Balasubramanian, Taylor’s University Malaysia’s Head of the School of Hospitality, Tourism, and Events (SHTE), and Faculty of the Social Sciences and Leisure Management, delivered the morning’s first keynote address. He emphasized that tourism is the “world’s most vital economic connector” and anchored the strategic blueprint for the tourism and hospitality industry’s future on three fundamental pillars namely, 1) strengthening global and regional networks, 2) advancing impactful research, and 3) driving purposeful corporate social responsibility. Dr. Balasubramanian advocated for an “Architectural Ecosystem” of collaboration where the UTHP serves as a bridge between academia and industry in building a resilient and future-ready workforce through innovation and student mobility. In terms or impactful research, he highlighted critical areas such as crisis management, AR/VR integration, and sustainable coastal initiatives, using the Philippines’ “marine standard” as a prime example of a “Shared Value Matrix.” The address concluded with Dr. Balasubramanian’s call to evolve CSR into a generator of shared value across the four quadrants of economic empowerment, local entrepreneurship, cultural preservation, and environmental protection and reminded the delegates that tourism must serve as a responsible force for poverty reduction and heritage monetization.
Dr. Neethiahnanthan Ari Ragavan, Taylor’s University Malaysia’s Executive Dean of the Faculty of Social Sciences and Leisure Management and President of the ASEAN Tourism Research Association (ATRA), delivered the second keynote address which centered on the role of academia in regional development, specifically on empowering ASEAN Communities through Tourism Research. Dr. Ragavan discussed ATRA’s role as a “Multi-Site Regional Network of Excellence” and described it as a vital bridge for cross-border collaboration through 17 leading institutions across the Philippines, Malaysia, Thailand, and Indonesia, and fueled by 29 core experts dedicated to synchronizing Southeast Asian academic standards. Dr. Ravagan strongly emphasized that research must transcend the classroom to become a practical tool for sustainable impact. Drawing from his leadership at Taylor’s University Malaysia—currently ranked in the Top 20 globally—he urged ASEAN educators to adopt a blueprint of “Interlocking Schools” and seek UNWTO TedQual certification. Ultimately, he challenged the audience to utilize “impactful intelligence” to drive responsible tourism initiatives that protect biodiversity while simultaneously elevating the livelihoods of local communities.
After the keynote addresses, delegates engaged in a lively open forum with Dr. Ragavan regarding future of ASEAN tourism. This was also followed by a Ceremonial MOA Signing between the UTHP and of Taylor’s University’s SHTE and between the UTHP and ATRA. These agreements marked a significant milestone in cross-border academic and industry collaboration.
The morning activities ended on a high note with a cultural performance from the Sining Palawan Dance Troupe.