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Les Brown once said, “I learned from my mother that there is a greatness in all of us, and that all of us are delivered to this world with a mission.” And it looks like the Mindanao Tourism Council President; Araceli Lanoy Ayuste has taken this to heart. She has made it her personal mission to empower and seek to strengthen the advancement of the tourism in Mindanao.

She started off as a humble employee in merchandising and pharmaceutical industry. Because of her hard work and the dedication, it was no surprise that she moved up the ranks and became a manager until eventually she started her own businesses. All the knowledge and experience she gained all these years became the foundation of her success in her career and passion.

Araceli Lanoy Ayuste is very diligent in disseminating information on how to properly brand and market Mindanao’s tourism spots, services and products. She travels all around Mindanao in order to achieve this. She speaks not only to business owners and managers but also to the locals like the women in barangays and “habal-habal” drivers. This is because the Mindanao Tourism Council President believes that the progress of the tourism industry doesn’t just linger in the hands of the elite but in also with the people tourists get to socialize with on a daily basis as well. This might be the reason why she has been dubbed as the tourism prime mover in Davao Del Norte and tourism champion by the Department of Trade and Industry.

Her ardent zeal to help Mindanao has led her to serve as the President and former Secretary of the Island Garden City of Samal Tourism Council and Davao Region Tourism Council for almost a decade. She is also a highly valued keynote speaker because of all the insight, recommendations and information that she offers.

Not all people know their mission in life but Araceli Lanoy Ayuste has found hers. She has taken it by the horns and accepted the challenge to be great. In all honesty, Mindanao is very thankful that she has.

(Pic at the top: Araceli Ayuste with Davao del Norte Governor Anthony del Rosario and her son Francis Pe Benito, among others, during her oath taking ceremony)

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