Tourism crisis management symposium held

Improving the tourism industry’s resiliency in dealing with natural and man-made disasters was discussed recently during the Department of Tourism’s (DOT’s) Tourism Crisis Management Symposium.

“Given all the structural advantages, it is not hard to envision the Philippines being the number one travel destination in Asia and the world,” Tourism Secretary Wanda Corazon 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, “she added.

DOT Undersecretary Alma Rita Jimenez also encouraged stakeholders to be involved by learning the ways of prevention, management, and mitigation in the events of crises.

She noted that 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.

Meanwhile, Dr. Donald Patrick L. Lim, who is the CEO of Dentsu Aegis Network Philippines, 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 emphasized.

The use of viral marketing, as well as inviting influencers to support a promoted cause, is also seen as an effective marketing strategy.