To Cushion Effects of Hostage Mess, Roa: Cebuanos should act now

CEBU, Philippines - With the absence of government action to cushion the adverse effects of the hostage bloodbath to the country’s tourism industry, Cebu tourism players are encouraged to unite and do something.

“Cebu tourism stakeholders should not wait for the initiative from the national government or in Manila—they seem to be in paralysis now. Cebu can charter its own destiny with the help of local government units [LGUs],” said former Department of Tourism (DOT-7) regional director Patria Aurora “Dawnie” Roa in an interview with The Freeman yesterday.

With 17 years of experience in the tourism sector in Cebu, Roa believes that Cebu can get-away from being hurt (once again) by uniting and doing its own “market alert” activity to sustain tourism, as the crisis is seen to affect the industry historically.

There is no doubt, she said that international arrivals will plunge significantly, while other countries are also issuing their own travel advisories against the Philippines.

“There has to be action to be undertaken now. Cancellations are obvious. Hotels and resorts should start to actively capitalize the domestic market, by offering attractive packages,” Roa said.

Roa said the effects of the hostage crisis in the tourism industry, will make another “bad history” for the sector, unless radical action can be immediately implemented.

The former tourism director expressed disappointment of the action made by the P.Noy-led government of replacing good people in the tourism offices in all levels, saying “they remove too many [experienced] people, so now with the crisis its “blind leading another blind.”

While Cebu, together with established destinations like Bohol, Boracay and Palawan can immediately capitalize on the domestic market to sustain the dynamism, an effective crisis management should be introduced, with private sector leading it.

“I believe in Cebu’s active tourism private sector. They are the most pro-active private sector in the country. Cebu could well survive this crisis, if action should be implemented now,” Roa suggested.

While the negative impression of the Philippines as a preferred destination may last only for short period of time, Roa said the industry can not afford to lose money (possible revenues) in the next few months, while the international market is {temporarily} avoiding the Philippines.

Roa recalled the “great tourism crisis” in 1998 brought about by the Philippine Airlines (PAL) strike, how Cebu was able to survive because of private sector’s leadership in cushioning the adverse effect.

That time, Roa said with the support of the DOT, Cebu was able to launch an international campaign dubbed “Make IT Cebu” to sustain presence in the market, as well as implementing strong domestic promotion.

A good “market alert” should be done in Cebu, and the tourism stakeholders in private sector are called to lead this action.

Furthermore, Roa said that Cebu should take advantage of its branding as ‘Cebu; the top Island Destination”, and capitalize the peace and order in the province, and other neighboring areas like Bohol, Boracay and Palawan.