MANILA – The annual Virtus Awards is set to recognize the country’s leading hotel sales and marketing professionals, and outstanding campaigns that showcase industry resiliency post-pandemic.

In a media launch in Makati City on Tuesday, the Hotel Sales and Marketing Association (HSMA) announced the opening of nominations for the October 11th Virtus Awards.

“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.

The HSMA said this year's iteration would include judging criteria that reflect “post-pandemic travel realities, an expanded network of industry partners, and a platform for sharing stories of resilience and innovation.”

Nominees would vie for the Outstanding Sales and Marketing Associate, Outstanding Sales and Marketing Manager, and Outstanding Sales and Marketing Leader.

The sole group category is the Institutional Award for Most Outstanding Marketing Campaign of the Year.

The 11th Virtus Awards is spearheaded by the HSMA, in partnership with the Department of Tourism, the Tourism Promotions Board Philippines, Raffles Makati, and Fairmont Makati.

HSMA president and group commercial director of Megaworld Hotels & Resorts, Loleth So, cited hotel sales and marketing professionals as an important backbone of the hotel sector.

“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," she said.

So added that the resilience of industry professionals remains a key driver that buoys the sector despite the challenges besetting it.

“Coming out of the pandemic, I'm actually very happy where we are right now,” she said.

“We could have been worse, but because of the resiliency of the hospitality professionals, the tourism professionals, and government, for that, we are where we are.”

Domestic travel continues to drive tourism recovery in the Philippines and is able to make up for the shortfall in international arrivals.

In 2024, tourism contributed 8.9 percent to the country’s gross domestic product (GDP), with domestic tourism expenditure reaching PHP3.16 trillion, surpassing the pre-pandemic level of PHP3.14 trillion in 2019. (PNA)