AIMS Museo Maritimo Joins TPB’s Hybrid Seminar on Digital Tools, Data-Driven Marketing, and AI
October 05, 2026 – Pasay City, NCR, Philippines
Article by AIMS Museo Maritimo Team
From the stories of Ilocos’ rich heritage to the possibilities brought by artificial intelligence, the recent Hybrid Seminar on “Digital Tools and Data-Driven Marketing (AI)” offered a meaningful journey of learning, discovery, and inspiration for the participants of AIMS Museo Maritimo.
Held on October 4 – 7, 2026, at Fort Ilocandia, the seminar, organized by the Tourism Promotions Board (TPB), brought together tourism stakeholders for a valuable exchange of knowledge on how digital tools, data, and artificial intelligence can shape the future of tourism marketing.
For AIMS Museo Maritimo, the experience was more than simply learning about new technologies. It was an opportunity to reflect on how these tools can help us tell our own stories — particularly the stories of the Philippines’ rich maritime heritage — in ways that are more engaging, relevant, and accessible to today’s audiences.
Learning to Navigate the Digital Landscape
The seminar featured three speakers who shared different perspectives on the growing role of technology and AI in tourism.
Dr. Eylla Gutierrez opened new perspectives on how artificial intelligence can support more informed decision-making. Her discussion highlighted the value of using data and AI not simply as technological innovations, but as tools that can help organizations better understand information, identify opportunities, and make more strategic decisions.
Ms. Olive Joy Valera explored the power of digital marketing in strengthening storytelling. Her insights demonstrated how digital platforms can help transform stories into experiences that capture attention and create meaningful connections with audiences. For a museum dedicated to preserving the nation’s seafaring history, this was particularly relevant—a reminder that heritage storytelling can continue to evolve alongside the platforms where people discover and experience stories today.
Meanwhile, Mr. Raphael Quinoñes emphasized the importance of the responsible use of AI, discussing AI ethics and the many ways artificial intelligence can be applied in digital marketing. His presentation reinforced an important lesson: as AI becomes more powerful, the responsibility to use it thoughtfully, ethically, and purposefully becomes equally important.
The learning continued beyond the presentations through a hands-on AI content-generation workshop, where participants explored how artificial intelligence can be used to develop creative content, including short-form videos and other digital materials.
It was an opportunity to move from theory to practice and see firsthand how emerging tools can support creativity and communication.
Where Learning Meets Experience
But the seminar was not confined to presentations and workshops.
The participants also embarked on excursions across Ilocos Sur and Ilocos Norte, creating a unique balance between technical learning and cultural immersion.
In Vigan, Ilocos Sur, the group visited the CHAVIT Coliseum, One Ilocos Sur Hotel, and the historic Calle Crisologo. Walking through these destinations offered participants a closer look at the heritage, hospitality, and tourism experiences that make Ilocos a compelling destination.
The journey continued to Paoay, Ilocos Norte, where participants visited the Malacañang of the North and experienced the vast landscape of the Paoay Sand Dunes.
These excursions provided an important complement to the seminar’s digital focus. While the discussions centered on data, AI, and digital platforms, the field experience brought participants back to something fundamental in tourism: people, places, culture, and stories.
Bringing the Lessons Home
By the end of the four-day seminar, participants took away more than new technical knowledge.
They gained a deeper appreciation of how digital tools, data, and AI can work together to improve decision-making, strengthen marketing strategies, and create more meaningful connections with visitors.
At the same time, the Ilocos excursions demonstrated that technology does not replace authentic experiences — it can help amplify them.
For AIMS Museo Maritimo, this combination of technology and heritage offers exciting possibilities.
As we safeguard and celebrate our seafaring history, we are inspired to apply these new insights to innovate our storytelling, reach wider audiences, and bring the Philippine maritime narrative into the digital age.
Because every heritage story deserves to be heard—and with the responsible use of technology, there are now more ways than ever to help that story sail farther.
Thank you to the Tourism Promotions Board for leading this forward-looking initiative and for creating a space where learning, innovation, culture, and tourism came together.
The journey continues — and AIMS Museo Maritimo is ready to navigate the future, one story at a time.
Comments