Last 06 to 08 November 2024, the TPB Gender and Development (GAD) Focal Point System (GFPS), Technical Working Group (TWG), and Secretariat gathered at Casa Amara in San Juan, Batangas, for a workshop on the TPB GAD Agenda and Strategic Plan.
For several years, TPB GFPS has been actively formulating the GAD agenda and strategic plan to create goal-oriented and organized plans for the agency’s GAD mainstreaming efforts. This year’s workshop, organized by the GFPS Secretariat with GAD Advisor Archie “Peechie” Mendoza, aimed to develop a six-year plan aligned with TPB’s GAD Mission and Vision.
For several years, TPB GFPS has been actively formulating the GAD agenda and strategic plan to create organized, goal-oriented plans for the agency’s GAD mainstreaming efforts. This year’s workshop, organized by the GFPS Secretariat with GAD Advisor Archie “Peechie” Mendoza, aimed to develop a six-year plan aligned with TPB’s GAD Mission and Vision.
The workshop was officially opened by Crinezza Veil L. Mendoza, Manager of the Corporate Planning and Business Development Department, who emphasized the importance of collaboration in shaping TPB’s GAD Agenda and Strategic Plan. She highlighted that the workshop’s goal was to establish a strategic framework for gender mainstreaming, focusing on women’s empowerment and gender equality. She also noted that the GAD Agenda would serve as the foundation for TPB’s annual programs, activities, and projects, ensuring alignment and measurable impact.
The GFPS committee developed the GAD Vision and Mission, which integrate the mandates of both TPB and GAD. According to the GAD Advisor, it is essential for the GAD mission and vision to reflect the agency’s national responsibility while promoting gender-responsive development. As a result, the official GAD Vision and Mission of TPB were formulated and approved:
TPB GAD VISION:
TPB is the leading marketing, promotions, and gender-responsive organization dedicated to promoting the Philippines as a preferred experiential tourism destination by 2030.
TPB GAD MISSION:
To market and promote the Philippines as a dynamic and inclusive tourism destination that values diversity and fosters gender equality and equitable opportunities for the tourism stakeholders.
Aligned with the GAD Mission and Vision, the committee also developed GAD goals to guide the agency’s strategic framework. These goals include:
- Integrating gender equality principles into organizational policies, planning, and decision-making processes, and fostering a sense of gender responsiveness across all levels of the organization.
- Mainstreaming GAD approaches to promote gender equality and women’s empowerment within the tourism sector through selected TPB programs, activities, and projects (PAPs).
- Promoting the Philippines as a tourism destination that values gender equality and social inclusion.
Additionally, the committee formulated a GAD strategic plan covering TPB’s GAD mainstreaming efforts from 2025 to 2030. The plan outlines primary Programs/Activities/Projects (PAPs) to be achieved each fiscal year. For the approved TPB Strategic Plan for 2025-2030, click here.
