CITTI began as a small travel agency with big dreams. Now, it’s a leading travel agency in the Philippines with even bigger dreams.
As its president Shan Dioquino David, the quintessential jetsetter, says, “We’ve navigated through changes in the industry and embraced innovation. As it flies into its 30th year, CITTI has launched its luxury arm, CITTI Elite, which curates elevated, top-of-the-line travel experiences.”
“CITTI Elite is all about curating exceptional journeys that seamlessly blend luxury, adventure, and personalized service,” Shan says.
In her 30 years in the travel industry, you could say Shan has studied her market. And how.
She has visited 95 countries, seven continents and all the Seven Wonders of the World. Talk about work experience!
When we were in Croatia, she took us to an oyster bar in the middle of the lake. When we were in the Lapland in the North Pole in winter (after visiting the “real” Santa Claus and riding on a sleigh pulled by reindeer), she let us experience the thrill of soaking in a jacuzzi al fresco, then making an exhilarating dash to a sauna a few feet away.
She also took us to an igloo hotel with a tempered glass ceiling — so we could see the stars at night and the Aurora Borealis if it chose to visit.
Shan also includes dining experiences that are not in the usual tourist belt. In Ljubljana, the capital of Slovenia, she took us on a cable car ride to a castle on a mountain that had been transformed into a restaurant with breathtaking views of the city, and great food.
Magical.
“Thirty years ago, we embarked on this journey with a vision to help people discover the world, to offer unforgettable travel experiences, and to make dreams come true,” points out CITTI operations manager Maleck Morales. “We started with a handful of passionate individuals who believed in the magic of travel—how it transforms lives, connects cultures, and enriches our understanding of the world.”
The statuesque Dana David, CITTI sales and marketing executive, recalls how her mother was relentless in making CITTI a wonder in itself.
“This journey has been filled with both triumphs and challenges. While I may not have experienced every struggle firsthand, I have witnessed my mom’s unwavering dedication as she worked tirelessly—day in and day out—to elevate CITTI to new heights. She would often tell me, ‘Dana, graduate faster so you can help me already’!”
Dana also saw how Shan cherished the relationships she had forged in her 30 years in the industry. At the 30th anniversary of CITTI at The Peninsula Manila, during which they also unveiled their new logo, I bumped into many friends I had made during my travels with CITTI, and who I still keep in touch with till now.
“Our employees and clients truly mean the world to us,” says Dana.
Like many of those in the travel industry, the pandemic was a major challenge for Shan. But she bounced back easily, literally getting on the first plane to a new destination the minute it was safe to do so.
“The formula to success includes full commitment to your business,” she shares. “This means investing your energy, passion, and dedication into it. Second, define your niche. Third, build your network and partnerships.”
And for those who aspire to reach the pinnacle of their undertakings and their dreams, just like Shan endeavored to visit all the Seven Wonders of the World, the above three tips might just be the eighth wonder. *
You may e-mail me at joanneraeramirez@yahoo.com. Follow me on Instagram @joanneraeramirez.