Improving the tourism industry’s resiliency in dealing with natural and man-made disasters was discussed during the Tourism Crisis Management Symposium organized by the Department of Tourism at the Diamond Hotel Manila on Tuesday.
“Given all the structural advantages, it is not hard to envision the Philippines being the number one travel destination in Asia and the world,” DoT Secretary Wanda Teo said.
“The DoT continues to face challenges of uplifting tourism amidst perceived security and safety problems. Another factor is the perception of the Philippines as the center of natural calamities such as typhoons flash floods and earthquakes,” Teo said.
Addressing these issues, Teo said, is imperative and thus a shared responsibility among stakeholders in order to guarantee safety and security throughout the country.
DoT Undersecretary Alma Rita R. Jimenez also encouraged stakeholders to be involved by learning the ways of prevention, management and mitigation in the events of crises.
According to Jimenez, since the tourism industry banks on the economic impact of the marketed destinations, it is imperative to identify hazards and risks and consider their implications on tourism facilities and the economic sector in general.
The tourism industry recently contributed almost 20 percent of the country’s gross domestic product (GDP). In order to sustain this, the DOT identifies factors that might affect its performance in the long run.
Speakers include Dr. Donald Patrick L. Lim, CEO of Dentsu Aegis Network Philippines, who discussed the role of digital communication tools in countering negative news affecting digital marketing and certain ways of getting the public engaged in prevention.
Leveraging on technology is highly effective in creating compelling stories, thereby stirring curiosity and excitement among the target audience, Lim added.
Furthermore, the use of viral marketing, as well as inviting influencers to support a promoted cause, is also seen as an effective marketing strategy.
Meanwhile, Philippine Red Cross secretary general lawyer Oscar Palabyab discussed the impacts of disasters on tourism and also addressed the apparent shortage of trained personnel for emergency response in establishments.
One of the points highlighted in Palabyab’s lecture was the need to have a risk-informed sustainable infrastructure development for every aspect of tourism.
Dr. Ted “Everest Doc” Esguerra, Operational Medicine Instructor from the International Disaster Response Network, advocated the creation of a crisis team in line with the RA 10121 (Philippine Disaster Risk Reduction and Management Act of 2010) and Sendai Platform which will serve in the frontlines of disaster management for every tourism establishment. Also presented were the best practices in disaster risk management.
Junie del Mundo, CEO of the EON Group, a company focused on public relations, presented case studies on disasters affecting tourism. He emphasized the role of crisis communications in the effective management of crisis aftermath in the events of terrorism, political turmoil, pandemics and disasters. The speed of from a crisis, del Mundo said, is dependent on the country’s effective management.
The symposium concluded with the unveiling of the PUKSA Crisis Management Process Flow led by Undersecretary Jimenez and other DOT officials and speakers.
PUKSA is a crisis management program tailored for the tourism industry. It will become a continuing cycle of establishing systems and procedures to be used in combatting risk factors identified as PESTE: Political turmoil, Economic instabilities, Social disturbances, Technological attacks and Environmental hazards.
With the construction of this workflow, the tourism industry ensures its readiness and resilience in the years to come.