Identity, Community and Tourism: A Management Simulation in the Philippines

An event that has been a fixture on the calendar for students interested in tourism and management in Ingolstadt for several years was held in the Philippines for the first time in March 2026. In collaboration with City of Malabon University (CMU) and the City of Malabon, an international team from KU and Karlshochschule ran the management simulation. The teaching format was adapted to local challenges. As a result, the Trade Fair evolved into a Community Fair, where the teams vividly presented ideas for the further development of Malabon. Proven elements such as the investor pitches were retained, enabling participants to present their concepts professionally under realistic conditions. Another highlight was the newly introduced campfire format, in which the teams presented their identity, values and visions in a creative way. The programme was complemented by workshops, keynote speeches by the coaches and a crisis scenario that promoted collaboration and strategic thinking.

For the participants, the simulation offered an opportunity to engage in-depth with their city’s identity and prospects for development. Although Malabon has had little connection with tourism to date, the city council is increasingly committed to further developing the sector. What became particularly apparent was the residents’ strong attachment to their culinary traditions, which are understood and promoted as a key component of local identity. At the same time, the work in the teams showed that much of the city’s tourism potential has so far gone largely unrecognised. The simulation created a safe space to develop new ideas, test different future scenarios and identify previously untapped opportunities. In doing so, the format not only contributed to the participants’ practical training but also provided valuable impetus for Malabon’s further development.

For the Chair of Tourism, the launch in Malabon marks a significant milestone. It demonstrates that innovative teaching formats such as the management simulation can have an impact far beyond the boundaries of KU. Furthermore, the KU team returned home with plenty of inspiration for future simulations at KU. Innovative, competence-oriented teaching requires a constant willingness to think outside the box. The simulation in the Philippines provided an excellent opportunity for this.