[ffb_section_0 unique_id=”3gbtr6n1″ data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A0%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22type%22%3A%22fg-container-large%22%2C%22no-padding%22%3A0%2C%22no-gutter%22%3A0%2C%22gutter-size%22%3A%22%22%2C%22match-col%22%3A0%2C%22force-fullwidth%22%3A0%7D%7D%7D”][ffb_column_1 unique_id=”3gbtr6n2″ data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22xs%22%3A%2212%22%2C%22sm%22%3A%22unset%22%2C%22md%22%3A%2212%22%2C%22lg%22%3A%22unset%22%2C%22is-centered%22%3A%220%22%2C%22is-bg-clipped%22%3A%220%22%2C%22xs-last%22%3A%22no%22%2C%22sm-last%22%3A%22unset%22%2C%22md-last%22%3A%22unset%22%2C%22lg-last%22%3A%22unset%22%2C%22xs-offset%22%3A%22unset%22%2C%22sm-offset%22%3A%22unset%22%2C%22md-offset%22%3A%22unset%22%2C%22lg-offset%22%3A%22unset%22%2C%22xs-pull%22%3A%22unset%22%2C%22sm-pull%22%3A%22unset%22%2C%22md-pull%22%3A%22unset%22%2C%22lg-pull%22%3A%22unset%22%2C%22xs-push%22%3A%22unset%22%2C%22sm-push%22%3A%22unset%22%2C%22md-push%22%3A%22unset%22%2C%22lg-push%22%3A%22unset%22%2C%22xs-overlap%22%3A%22no%22%2C%22sm-overlap%22%3A%22unset%22%2C%22md-overlap%22%3A%22unset%22%2C%22lg-overlap%22%3A%22unset%22%7D%7D%7D”][ffb_paragraph_2 unique_id=”3gbtrb9t” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%221%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%7D%7D”][ffb_param route=”o gen text”]

Home is where the heart is, and for many of our kabayans, the United Arab Emirates (UAE) has become home—providing a safe space that allows them to pursue their dreams.

Today, our typical kabayan in the UAE is a well-educated, highly skilled professional working in a technical or creative field. He is full of hope, vibrant and enjoying life at the same time—a far cry from the stereotype low-skilled worker of our yesteryears.

Indeed, the face of the Filipino worker in the UAE is continuously undergoing a tremendous transformation. Where once we knew overseas Filipino workers (OFWs) as low-skilled workers destined to a life of manual labor, today’s Filipino workers in the Emirates have transcended boundaries, breaking stereotypes and creating a strong presence in almost every sector, such as information technology, the sciences, business, the arts. In fact, a noted few are even making waves globally in creative fields, such as fashion and furniture design.

Today, no one questions that Filipinos in the UAE are among the most skilled, dynamic and prosperous—demonstrating not just their highly valued skills but also distinctive Filipino traits: caring, collaborative, creative and colorful.

In fact, Filipino workers have long become deeply interwoven into the economic and cultural fabric of the UAE. It is therefore not a surprise that the Filipino community in the UAE is very engaged, increasingly wealthy and is actively looking for ways to help support the diverse, tolerant and multicultural country that they now proudly call home.

In our quest to better understand Filipinos in the UAE and hopefully, guide institutions and companies to see them not only as consumers but as powerful allies with unique aspirations and dreams, EON has released a pioneering research called, “EON Insight: Focus on the Filipino in the UAE.”

The report validates the observation that the narrative of the Filipino overseas worker has changed, a transformation that has taken place because the UAE provides them the optimal environment combining economic opportunity, tolerance and the space to celebrate their authentic selves.

Beyond peering into the thinking and aspirations of Filipinos in the UAE, the report recognizes the rising purchasing power of the sizeable Filipino community, which UAE companies can no longer afford to ignore. Together, these individuals are a significant and important player—ready to purchase their own homes, build smarter relationships with financial services companies, and explore the world of entrepreneurship.

This narrative is fleshed out in the report’s five key findings, as follows:

First, the UAE is a highly attractive destination for professional Filipinos due to the economic opportunities it provides and its tolerant open society. The 2019 Philippine Trust Index showed that the UAE is Filipinos’ top work destination in the Middle East. Highly skilled Filipinos are now represented across all industries in the country. In fact, 64 percent of Filipinos in the UAE are college graduates and 6.7 percent hold postgraduate degrees.

No doubt, the UAE’s unique mix of policies, programs and initiatives, as seen in its strong infrastructure, economic development agenda centered on diversification, and extensive government support for entrepreneurs, makes it a suitable environment for Filipinos ready to spread their wings professionally.

Second, the Filipino community is an ever-growing contributor to the economic diversification and growth of the UAE economy, with 62 percent of the Filipinos surveyed working in sectors that contribute heavily to the UAE’s economic diversification and expansion.

The top five sectors they work in are architecture, engineering and construction (17 percent), tourism and hospitality (16 percent), customer service (13 percent), health and medical fields (10 percent) and marketing and advertising (8 percent).

Among the participants, 37 percent earned at least AED 8,000 (about P111,000) a month with 20 percent earning AED 13,000 (P181,000) a month. In view of their growing disposal incomes, Filipinos in the UAE are spending on themselves, with 48 percent going to the mall at least once or twice a month, with 45 percent willing to spend up to AED 50 (about P700) for one meal and 16 percent willing to spend more than AED 80 (P1,100). The Philippines also benefits from their relatively higher income: in 2017, the UAE surpassed Saudi Arabia in becoming the second top source of remittances, coming just after the United States.

Third, the Filipino community has a long-term commitment to the UAE and is increasingly looking to invest and build deeper interlinked roots in the Emirati. More than 40 percent of Filipinos surveyed have been living in the UAE for two to five years, while 37 percent have been living in the UAE for more than six years. Over 30 percent say they intend to stay in the UAE for another three to five years.

Fourth, freedom to worship freely and in peace is a major draw for the Filipino community. In fact, a number of them spend their free time participating in church activities, such as Bible studies and community service programs.

Fifth, positive mentions of UAE by the Filipino community on social media have helped make the UAE a top 10 destination for travelling Filipinos. Filipinos are beginning to see the Emirates as a place to visit and possibly work or live in, thanks to these social media posts. In fact, Filipino influencers are making their mark in the UAE by creating well-curated content that is relevant to their fans and following, and are performing well in terms of engagement and reach. This shows that Filipinos are an untapped marketing force in the UAE as they are constantly connected online. Their social influence and digital behavior are perfect vectors to promote brands, services and causes.

For sure, there are many opportunities waiting to be tapped in the burgeoning Filipino market in the UAE, and these headline findings attest to this. There are no limits to the products and services that our kabayans may need, and those businesses that can tap into their needs and wants stand to gain much in the process. With creativity and resourcefulness, businesses can find ways to grow with this market, as the Filipino OFWs’ narrative continues to evolve.

More than any other time in history, it is time to set up Filipinos for success and break down the walls that keep them from realizing their full potential. The term “OFW” has outlived its purpose and should be reframed to shine a light on the contributions of the Filipinos in the countries where they are. “Global Influential Filipino Talents” is a reframing that captures the new narrative of the Filipino abroad—their creativity, role as social glue, and expertise act as gifts they generously share with the world.

It nudges all spectators, kabayans included, that when introduced to a setting that allows for authenticity and economic opportunity, Filipinos have the remarkable ability to shine, bright enough to illuminate even the darkest shadows of our past. The lesson is clear and approaching at breakneck speed—for fellow Pinoys, it is time to raise Pinoy pride and help surface the success stories that fall into the cracks; and for everyone else, it is time to get with the program.

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Trust is society’s most important currency. We are all here, exercising our respective roles in society, because of the trust that has been accorded to us by our stakeholders. Trust allows us to grow humanity’s most important asset: relationships. Without trust and relationships, the mechanisms that have long enabled each of us to survive and advance would be put at risk. Yet trust is an ever-evolving organism, and we have to continuously nurture it to let it flourish.

This is particularly true in 2019, where people are more connected and more involved than ever. But in the midst of hyper connectedness, we have seen the lasting effects of fake news and the decline of fact-based society. Needless to say, these are taking a tremendous toll on institution’s trust coffers. 

This was the disturbing finding of the 2019 Philippine Trust Index, the EON Group’s proprietary biennial research that tracks levels and drivers of trust among institutions in the Philippines — the Church, the Government, Media, Businesses, NGOs, and the Academe. This is the first time this has happened since we started doing the PTI in 2011.

Curiously, despite falling trust levels in institutions in their country, Filipinos remain full of hope, with a super majority or 99% saying they do not want to leave the Philippines, and would want to keep it as their permanent country of residence.

The Changing Trust Landscape

What does this changing trust landscape tell us then? Evidently, institutions need to do a better job at building trust with their stakeholders. Trust, after all, is the single most important currency that leaders need to nurture, even it remains sadly, strangely undervalued.  

Social media’s role in the erosion of trust is easy to see, Despite the increase in the amount of time Filipinos spend on social media, they trust this platform less as a source of information compared to 2017. Social media has become a magnifying glass that allows people to examine institutions and judge if these are worthy of their trust. For better and for worse, social media has engendered a heightened sense of vigilance among people, and has served as a platform for the free exchange of information and opinion among people.  With thousands of Filipinos glued to their smartphones, issues that go viral  or stand out on social media—including fake news and biased claims—grab people’s attention faster and shape their perceptions.  

This free flow of communication and heightened vigilance brings institutions under greater scrutiny, with the 2019 PTI also revealing a drop in performance ratings in the trust drivers across all institutions since 2017. This means that Filipinos want these institutions to put greater effort into building and sustaining their trust. The business sector, in particular, is seeing a shift in trust drivers. In previous years, the top trust drivers for businesses have always been a mix of their ability to provide quality products and services and commitment to treating their employees and customers well. This year, we saw these drivers shift to focus purely on human welfare. Interestingly, a business’ ability to ‘provide quality products and services’ has been replaced by ‘helping underprivileged communities’ as a top trust driver.

While overall trust across institutions has declined, some sectors and sub-institutions still enjoy high trust levels. Notably, extreme trust in the Church, one of the most trusted institutions, remains consistent with its 2017 rating, emphasizing the unshaken faith of the Filipino. Furthermore, while overall trust in the government as an institution has declined, trust in the Office of the President has increased slightly.

How, then, are institutions supposed to manage unmet expectations at a time when trust levels are dwindling? Better yet, how do we convince people that we are the opposite of the perception they have of us?

Clearly, we have to accept that social media is a critical and powerful platform to control narratives. From where we sit, we cannot absolutely control or police the proliferation of disinformation yet we are duty-bound to fight it.  This begins with creating content based on the truth, and making sure it resonates with our publics. It also means being mindful and selective of our sources of information, as we should not add to the flow of disinformation.

Needless to say, this means investing time, effort, and resources, in ensuring that we get the right messages out. This also means institutions should step up their game—knowing that Filipinos have not given up on their country. This means institutions have to look deeply at themselves and examine how they can be relevant and contribute positively to the lives of people. This also means investing in the truth, knowing that these should benefit us all in the long run.

For businesses, in particular, it is imperative to invest not only in aspects that will enhance profitability, but sustainability as well, with a special focus on the welfare of people. People have to view the business organization as an entity with a social purpose and a commitment to be of service to people. Needless to say, these are the actions that will help engender trust, and give us the biggest return on our investment in trust-building.

If we need any further reasons to do so, we only need to think of the 99% of Filipinos who refuse to give up on their home land. Now, it is up to these institutions to work in ensuring that the Filipinos keep calling our country home by continuously investing in society’s real currency: trust.

Growing and Managing Your Trust Currency

Take Charge of Your Narrative

Despite the decline of trust in social media as a source of information, it continues to play a critical role in shaping the public’s perceptions toward institutions, ultimately affecting how they trust. Take advantage of this two-way exchange of information to create targeted, relevant conversations with audiences. Furthermore, in the age of fake news and disinformation, it is important to fight fire with fire: content that resonates with the public and is based on truth.

Walk the Talk

The decline in performance ratings across all top trust drivers suggest institutional dissatisfaction. There is a pressing need for institutions to put more effort into protecting the welfare of the Filipino, and as leaders, we need to lead the charge in going beyond profits or organizational success and creating change for good.

Fight Against Polarization

The results of this year’s PTI show trust gains or consistencies for some sectors, and extreme losses in others. Organizations within key institutions see polarizing trust levels, which could lead to even greater institutional dissatisfaction and weakened overall trust. Everyone, especially those already enjoying high levels of trust, should take responsibility in rebuilding trust within and across all institutions. We need to work hand-in-hand in making our country home to people who are wealthy, not in material terms, but in the trust they put on themselves, each other, and the society that serves them. As the Philippine Trust Index has shown, Filipinos may be losing trust in the institutions around them, but they continue to keep faith and hope in the country as a whole – something that institutions should strive to always keep burning and alive.

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Today’s world has become a most chaotic place. Daily disruptions are the norm, and even the most agile of businesses and individuals are struggling to cope with this blitzkrieg of changes. Business leaders are left pondering a future where uncertainties are the only certain and playing by the old rules can no longer work.

Consider these new realities:

Global imbalances continue to widen, sparking massive discontent and conflict. Incomes continue to rise, yet poverty’s grip is stronger than ever. New billionaires are minted everyday across Asia, yet there remain places without access to electricity or water and that includes the Philippines.  

Technology amplified the world’s inequity and inequality. In this interconnected globe, people witness how prosperity has been limited to the few in real time, fanning anger and dissatisfaction. Almost every day, social media comes alive with netizens angered by the latest display of arrogance, abuse, or incompetence by those in power, be it someone disregarding traffic rules or somebody spewing out half-truths as a result of ignorance or brazen politicking.

There is the advent of the Fourth Industrial Revolution (4IR) that is bringing about seismic changes in the geopolitical, economic, technological, social and ecological realms as the locus of power shifts continuously. The economic displacement that artificial intelligence can bring about is a hotly discussed topic, yet how many can say they are truly prepared for it? 

It is no wonder that trust levels for governments have plummeted to unheard-of lows, and people are casting their sights to the other end of the spectrum in the hope that they will get answers where the present systems and institutions are failing them. Amidst quickly shifting views and different versions of the truth, will business be a friend or a foe? Or will we see the rise of new brand of leaders who are willing to embrace the call for inclusive development and changed paradigms?

There are game-changing opportunities that these emerging realities bring. Businesses can play it faster and smarter, as they compete with newer, fleet-footed enterprises run by a new breed of tech-savvy, innovative entrepreneurs, to meet the evolving needs of customers; but will these be enough? 

In this transformed new world, leaders have to realize that the business equation is no longer a simple arithmetic of revenues and profits. A company that does so much business yet pays no regard to people or the environment will lose the goodwill of its customers – and fast. Just look at how the Boracay closure and clean-up turned out, with no one coming to support the polluters. 

Inevitably, a new reality will emerge. To survive, businesses need to accept that they must do good, not just look good. They need to define a higher purpose beyond just profits. They must drive social change, not just shareholder value. Sustainability, impact, and development – they will be the yardsticks which will determine whether businesses will still be in the future.

The future of business requires thinking about doing the unthinkable – putting the goals of equitable and inclusive development on the same plane as profitability targets. Business prosperity must be measured in terms of how the individuals who enable productivity and creativity are enjoying the fruits of their contribution.

Business goals will have to evolve. The measures of organizational success should be expanded to activities that engage their communities, and espouse ethical practices that do no harm to people, the planet, and society. 

For now, all these may seem too big, too radical and too ambiguous but then that kind of thinking might just be the reason why sustainability, development, and impact remain elusive. But not for long; these ‘big’ words are slowly yet steadily unfolding. Those who will not take steps to be part of this changing narrative might just become the case studies of how the failure to act with foresight can lead to business extinction. 

The 2019 MAP CEO Conference aims to be part of this journey to a new business future. It will provide a forum where can jumpstart discussions and help business leaders find answers to these burning questions. Through the experts sharing their views, we can expand the arsenal of strategies and options that will help us all survive and live to share our stories.

The Conference will feature a session on Strengths Strategies for Optimal Living, zeroing in on people equation and strategies that produce the most significant increases in energy, performance, and relationships. A panel discussion on doing the unthinkable provides experiences from the successes of those who chose business pathways anchored in social agenda as well as discussions that delve into the new fortune that can be found at the bottom of the pyramid.

Savvy leaders recognize that sustainability and social impact will be the future of business. The 2019 MAP CEO Conference offers an opportunity to be informed with the ongoing conversations as inputs to mapping the future of our organizations

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It’s all systems go for the Philippine Pavilion at Expo Dubai 2020, the largest and most prestigious expo in the world. With President Duterte greenlighting the country’s participation in this mega event, the Filipino community in the Middle East is understandably excited at the opportunity to see their very own pavilion showcasing the best that the country has to offer.

Making Expo Dubai 2020 extra-special is that this will  be the first time that the World Expo is being staged in the Middle East, where approximately one million Filipinos are based.

Running for six full months, the glittering Expo Dubai 2020 will no doubt attract millions of visitors looking for business transactions and networking opportunities. Its theme is Connecting Minds, Creating the Future, with the sub-themes of Mobility, Opportunity & Sustainability. All these will come alive  in the pavilions, exhibits and cultural events, where hundreds of participants including nations, multilateral organizations, and businesses, take turns in dazzling the audience.

As expected, massive preparations are now underway, under the leadership of the Philippine Organizing Committee helmed by the Department of Trade and Industry, working closely with the Department of Tourism. Also taking part in the effort are Filipino thought leaders led by Budji+Royal Architecture Design who are spearheading the design and concept of the 3,000-square meter pavilion, which is envisioned to showcase the Philippines’ natural beauty. 

The sheer size of the pavilion – more than three times the original size of 900 square meters — indicates the United Arab Emirates’ acknowledgement of the Filipino workers’ talents and skills, especially in building something from the ground up. 

This early, the Philippine team has said that it aims to make a great splash with the pavilion, with a design inspired by nature and which will redefine the history of the country.  The sense of excitement is palpable among those involved in the plans and the flurry of activities.

Even before the actual work for the Philippine pavilion started, so much effort has already gone into ensuring its success. First was to convince the government that it had to be done. The government was skeptical about the magnitude of the undertaking and was initially reluctant to take part in the event.   It didn’t help that the Philippines had missed the last few world expos, and that it was quite a challenge to embark on a massive project in a distant country. Yet the Filipino community was undeterred by the obstacles and pushed hard to see the Philippine pavilion come into being.   

Keeping an open mind and a listening ear, the Philippine government reversed its position upon seeing a groundswell of support among Filipinos, especially those in the Middle East. From the expats and entrepreneurs doing business in the country  to frontliners manning the restaurants and bars in the city to the construction workers building the structures that will support Expo 2020, the call was loud and clear—the Philippines had to take part in the event. This message was reiterated when President Duterte paid a state visit to the gulf region in 2017, and saw for himself what Expo 2020 can do for the country not only in terms of increasing trade and business, but also in becoming a source of national pride. 

Now that everything has been formalized and the Philippine pavilion is imminent, the sense of excitement and anticipation has been heightened among the Filipino communities in the gulf region. True to the bayanihan spirit, Filipinos from all over the United Arab Emirates are pitching in, volunteering precious time and resources to see the Philippine Pavilion come through. For them, the purpose of the pavilion has always been clear: it will show what the Philippines has to offer. Not only  will it quash negative images of the country, it would also shine the light on the many great things that the Philippines is actually doing.

Most importantly, the Expo 2020 is a great opportunity for the Philippines to showcase its most wonderful asset – its people.  The Philippine Pavilion can highlight what truly counts—the mind, heart, and soul of the Filipino. It is, in many ways, the Philippine country brand coming to life, defined and made real by the creativity, collaborative spirit, caring hearts, and colorful ideas of the people behind the pavilion.

This is why it is imperative to have an impeccable execution of the plans laid out by the organizers. By paying utmost attention to every important detail of the Pavilion, and keeping an eye on the purpose of the undertaking, we can highlight the craftsmanship and artistry that Filipinos are known for.  It is equally critical for the private sector to work alongside the government in bringing the Philippine Pavilion to fruition. After all, this is a collaborative effort, and the private sector can leverage its strengths to help in showcasing the best that the country has to offer. 

Indeed, Expo 2020-Dubai is our opportunity to showcase the best of our people and to build up the Philippine country brand—right in a country where our very own people are making a difference.

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For every marketer, an expo is an indispensable tool to push one’s brand.

For businesses out to expand their markets, joining an expo is a surefire way to gain exposure for their companies and products, meet new clients, hear market feedback, and strengthen sales.

For countries, it is a stage on which to show not only their products, but the qualities that make them stand out and differentiate them from the rest, whether as a tourism destination or an investment location. Expos bring together buyers and sellers under one roof, making possible transactions that would, otherwise, never come to fruition even with extensive advertising.

In today’s global village, expos play an even more powerful role, allowing marketers to communicate their best offerings and their ability to understand and meet the demands of global buyers amid a quickly changing environment.

Here, buyers or investors can hear, feel, and understand the offerings the way only face-to-face interaction can.

It is therefore not surprising that the largest and most dynamic companies and countries are lining up to join the very prestigious Expo 2020, to be held in Dubai—the gold standard of international expos.

To be held in the wealthiest region of the world, at the crossroads of trade and culture, it promises to be a glittering exhibit that would spotlight the newest and best innovations and solutions.

Imagine the world’s largest companies and most dynamic economies coming together under one roof, with their services and offerings on show for six whole months.

So compelling are its offerings that over 180 countries are expected to take part in the expo, along with over 200 companies.

With 25 million expected visitors, it is not a small wonder why so many global companies have signed up at this stage. This year’s theme is Connecting Minds, Creating the Future, promising a platform for international partnerships to take shape.

Dubai’s hosting of the expo in 2020 is a monumental source of pride and they’re owning it to the hilt—imagine its government allocating Dh56 billion, around $15.25 billion, its largest-ever, to build a brand-new city complete with an exclusive airport for the occasion.

Expos have also been an effective platform for nation-building.

Countries began putting up pavilions during the Expo ’88 in Brisbane to improve their national image.

At the Expo 2000 in Hanover, improving national image was the primary goal for 73 percent of participating countries.

The biggest expo attendance in history was at the Expo 2010 in Shanghai, wherein countries were able to showcase tourist destinations, local products and innovations; improve trade relations; and enhance opportunities for foreign investment.

For the Philippines, the upcoming Expo 2020-Dubai presents a golden opportunity to build up its country brand to focus on its strengths and offerings, and quash negative perceptions—especially since the United Arab Emirates (UAE) is the biggest source of remittances in the Gulf region, having transferred over $2.54 billion in cash remittances in 2017, 17.8 percent more than the previous year.

It is also important to note that the UAE is home to the biggest population of OFWs, second only to Saudi Arabia.

That Expo 2020 to be held in Dubai is a great opportunity for the Philippines to showcase not only its products, but also its most wonderful asset—its people.

“The UAE, after all, is a country that Filipinos helped build,” says H.E. Hjayceelyn Quintana, Philippine Ambassador to the UAE. “There are over 700,000 young, dynamic, highly skilled Filipinos that have contributed to the success and productivity of many sectors of UAE society today.”

Even a first-time visitor to Dubai immediately recognizes the strong presence and contribution of Filipinos to its economy—their presence known, acknowledged and respected in almost every profession and sector, such as construction, health, education, and services. Entrepreneurial Filipinos have likewise set up small-and-medium enterprises in the country, adding to their economic contributions to the kingdom.

“Filipinos are known for their firm values that have kept them uniquely a cut above the rest—resilience and perseverance to pull through challenges, hardworking and dedicated to their respective professions and so are our intrinsic creativity and unwavering aspiration for excellence have positive impacts on the regional growth,” noted Maria Celeste “Bobbie” Carella, chair of the Philippine Business Council-Dubai.

Like many Filipinos in the UAE, she strongly believes that the Philippines should participate in the Expo 2020, which she notes to be a strong opportunity for the country to showcase its offerings in agri-aquaculture, manufacturing, tourism, medical services, the tech ecosystem and the arts.

Deborah Gay Dayrit, chair of the Philippine Business Council-Abu Dhabi, concurs.

“Expo 2020 will open huge opportunities for the Philippines. Boosting tourism entices investments which have an immediate effect on the country, to the community, to the families. It will also create more SMEs, which also result in more job opportunities. Our pavilion must entice investors to do business with us. It should showcase the beautiful/amazing Philippines,” Dayrit said.

She expects more than two million Filipinos will visit the pavilion.

A Philippine pavilion will also be a source of national pride, especially for overseas Filipinos, adds Erwin Kenneth R. Peralta, LBC Express Area manager (UAE), and also a member of the Philippine Business Council-Dubai.

He observed that as preparations for Expo 2020 are now underway, hotels and F&B outlets are opening and expanding their presence, and are hiring Filipinos to man the frontlines.

More importantly, a Philippine pavilion will steer perceptions away from negative images of the country and shine the light on the many great things that it is doing.

Building on the expo theme of Connecting Minds, Creating the Future, the Philippine pavillion can shift the focus to what truly counts—the mind, heart, and soul of the Filipino as a creative, collaborative, caring and colorful, pushing forward into the future with unrivalled ingenuity, innovation, and smart solutions.

In fact, Filipino artistry is well known even in the UAE, with topnotch fashion designers Michael Cinco, Furne One Amato, Yen AB of Yen Couture, and Ezra Santos holding fort and making waves globally, alongside international talents like Kenneth Cobonpue or local artisans whose works have been noticed by the likes of Christian Louboutin.

Expo 2020-Dubai is our opportunity to showcase the best of our people and to build up the Philippine country brand—in a region where our very own people are making a difference. Let us not let this golden opportunity go to waste.

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