Post-Palawan plans: How can we get back tourists?
June 3, 2001 | 12:00am
Earthquakes. Typhoons. Floods. High-sea mishaps. A coup d’etat attempt. Volcanic eruptions. Political unrest. And again, another failed coup attempt.
How could I forget such never-ending adverse incidents when at the time I was serving as tourism attaché of the Philippine Department of Tourism both at the Consulate General in Los Angeles and at the Embassy in London? I was on assignment abroad with one mission: To promote our country’s tourism. And this I did with a passion.
However, I had never understood, and perhaps I will never understand, why such unfortunate circumstances would occur at the most inappropriate times, to say the least – when I was busy manning the popular Philippine booth right in the middle of an important four-day travel fair and exhibition; when the hard-to-convince managing director of a leading tour wholesaler company at last commits to include in their travel brochure tour programs around our islands; when I had just successfully completed a comprehensive presentation of the Philippines as the ideal tourism destination in workshops; when I was frantically finalizing a complicated itinerary for the most sought after travel editors of well-respected newspapers and prestigious glossy magazines.
But these things did happen and they continued to happen.The list never seemed to end. The worst part was that the timing was almost perfect to spoil everything.
But life went on. Since these temporary episodes were not affecting only the Philippines, we banded together with other just-as-eager tourism representatives from Israel, Egypt, Thailand, Ireland, India, South Africa, Indonesia and Pakistan – all with common concerns at one time or another. We tackled the dilemmas and seriously studied and reviewed these from all imaginable angles. We then formulated a detailed, workable action plan to crush – or to "soften" a crisis – whenever it arose.
Immediately, the crusade was on. And in time normalcy returned.
But alas, during these last few days, trouble has struck the tourism industry once again. During times like these, marketing and sales directors of hotels and resorts have their own strategies. Let’s listen in on what they have to say:
Lourdes M. Juco, director of marketing, The Peninsula Manila: The Philippines must take up the challenge to emerge from adversity. After all, we have the potential to dominate tourism in this region. The task is not an easy one but it is achievable with hard work, cooperation, continuity and resolute leadership.
The tourism sector must immediately embark on a four-year developmental program. Following a well-made plan continuously will make all the difference. We cannot afford to hit and miss or to change direction whenever there is a change in leadership.
We need to address major issues including key destination selection, government policy, people education and infrastructure. Key destinations will be the highlight in marketing campaigns given their tourist appeal and that’s how we can best use our limited resources. Government policy should support tourism efforts, for example through tax incentives and tax reductions. People should be informed of the importance tourism plays and how we should continue being the warm, friendly people we are known to be. Lastly, the facilities and services to accommodate the tourism traffic we wish to attract must already be in place.
With all that has been said, little has been done. This is perhaps our biggest fault, and we have to change this if we are to claim our rightful place as Southeast Asia’s tourism mecca.
Alu Suarez, director of sales and marketing, Mandarin Oriental Manila: At best, we have to be pro-active and stress the positive factors going for the Philippines. At Mandarin Oriental, we do our own bit of helping deflect the negative image by feeding all Mandarin Oriental properties, reservations and sales offices worldwide with a situationer to inform our colleagues that it is "business as usual" in most parts of the country. This update is then disseminated to our key markets. We could undertake joint tourism programs with neighboring Asian cities, and position the Philippines within a regional context. We also need to pinpoint allies, prominent and respected people and institutions locally and internationally who believe that untoward incidents such as those that have occurred lately are isolated cases. These people need to be in the forefront of a campaign to counteract negative perceptions. We should reinforce the pitch about enjoying good value for money not only in the hotel, but also in other aspects of the tourist’s or expat’s lifestyle in the country – including shopping, recreation and housing.
In the meantime, we should gather our resources to improve our tourist infrastructure now, so when the country is able to fully recover from the current threats, these will already be in place.
Maricor V. Aquino, director of marketing, The Heritage: All of us should remember that tourism has helped uplift other countries such as Malaysia and Thailand, and it is time that our government took tourism seriously. Government should prioritize funding for tourism-related initiatives. After all, our country is still a tourism destination to contend with.
Teresa Jimenez, sales and marketing manager, Ten Knots Development Corporation, El Nido Resorts: The kidnapping incidents in two resorts have affected the entire country. The private sector and government must regain the confidence of the domestic and foreign tourists. We have to reassure the markets that the Philippines in general is still a safe destination. Aside from reinforcing the existing security complement, tourism players must work with local authorities and community members in their areas. Operations must likewise be kept running smoothly in tourism properties with the aim of impressing their visitors and to ensure them a safe and worry-free, fun holiday. It is important that guests leave with a good impression of our country, which will help improve the Philippines as a tourist destination.
Also, domestic tourism should be further encouraged as many Filipinos are still strangers to the beautiful cities, towns and islands of their own country. Visiting the various tourists spots and experiencing the services offered will allow Filipinos to appreciate the country more.
Cheryl Ann Arnold, marketing communications and promotions manager, Manila Diamond Hotel: A more visible PR, advertising and promotions campaign by the Department of Tourism might help reverse the negative press the Philippines is getting around the world.
Efforts made by Malaysia, Singapore, Hong Kong and Indonesia have been much more aggressive since the Asian crisis began years ago. They have more creative approaches to their ad campaigns and have gotten their private sectors involved in these efforts. The question here is innovation and creativity.
Coop-advertising and joint tie-ups with private sector businesses might be explored to help the DOT with the budget for this campaign.
Spurred by the DOT and DTI, the government and private sectors must also create a working group that will review strategies and plans to overcome its effects on a worldwide level. Crisis management and damage control on the international level must be given utmost priority, and a workable PR campaign developed to gain the confidence of foreign visitors to the Philippines.
Carmela Bocanegra, director of business development, Hyatt Regency Manila: The first thing that should be done is to control the negative news. There should be news blackout. We know that the government will continually fight the culprits – let the military do their job. The tourism department must come up with a counter advisory only to those countries that have placed a travel ban to the Philippines to assure them the country is still a safe place to visit.
While the government is cleaning up the peace and order situation, DOT should concentrate on basic tourism strategies. For one, tourism attaches abroad should renew their connections and build stronger ties with the international media and travel sector in their respective country assignments.
Our tourism offices should focus attention on positive activities around the country. They can publish these events through a Philippine newsletter or magazine – monthly or quarterly – or via press releases through their media connections. The tourism attaches should be given ample budgets in order for them to implement such strategies.
Other usual marketing programs such as sales blitzes, destination promotions, attendance to trade fairs may all follow and should continue once the basics are in place.
Margie N. Ongshu, sales and marketing director, Manila Midtown Hotel: The unfortunate incidents serve as a wake-up call to the industry. There is a continuous need for hotels and resorts to improve security measures. This is not even about protecting the industry. It’s primarily about the inherent responsibility to protect our guests. Furthermore, the local governments should also beef up security in their respective localities. They can start with Manila and its surroundings.
The country has much to offer. The DOT can turn the recent incidents into an opportunity to aggressively market the tourist destinations. This should mean substantial budget allocation for advertising, promotion, and major PR campaigns.
Jopy Galazo-Lopez, director of sales and marketing, Traders Hotel Manila: We have started to be proactive in the face of the on-going national security crisis. We should update the hotel’s regional sales offices on developments and so that our regional representatives would know how to reply to queries and minimize cancellation of bookings. Coach them on how to provide assurance to our bookers. Emphasize that these are isolated cases and do not reflect the situation in big cities like Manila or Cebu.
Let’s identify niche markets which would still come to Manila. Focus on them. Develop their loyalty. Create or participate in events that would attract attention and create positive press. Example: June 12 Independence Day event. Create in-hotel activities that would lift the general mood caused by the crisis. We can send operations people out for sales calls with the sales team, have sports activities to raise funds for the community. This would reenergize and create bonding throughout the hotel family.
Pearl-Peralta-Maclang, director of sales and marketing, Manila Galleria Suites: Damage control is the priority. Strong specific courses of action under the crisis management should be communicated to the industry as a whole, local and overseas, to assure that something is being done. Drown the negative issue through powerful international advertisement. Palawan is not the entire Philippines.
How could I forget such never-ending adverse incidents when at the time I was serving as tourism attaché of the Philippine Department of Tourism both at the Consulate General in Los Angeles and at the Embassy in London? I was on assignment abroad with one mission: To promote our country’s tourism. And this I did with a passion.
However, I had never understood, and perhaps I will never understand, why such unfortunate circumstances would occur at the most inappropriate times, to say the least – when I was busy manning the popular Philippine booth right in the middle of an important four-day travel fair and exhibition; when the hard-to-convince managing director of a leading tour wholesaler company at last commits to include in their travel brochure tour programs around our islands; when I had just successfully completed a comprehensive presentation of the Philippines as the ideal tourism destination in workshops; when I was frantically finalizing a complicated itinerary for the most sought after travel editors of well-respected newspapers and prestigious glossy magazines.
But these things did happen and they continued to happen.The list never seemed to end. The worst part was that the timing was almost perfect to spoil everything.
But life went on. Since these temporary episodes were not affecting only the Philippines, we banded together with other just-as-eager tourism representatives from Israel, Egypt, Thailand, Ireland, India, South Africa, Indonesia and Pakistan – all with common concerns at one time or another. We tackled the dilemmas and seriously studied and reviewed these from all imaginable angles. We then formulated a detailed, workable action plan to crush – or to "soften" a crisis – whenever it arose.
Immediately, the crusade was on. And in time normalcy returned.
But alas, during these last few days, trouble has struck the tourism industry once again. During times like these, marketing and sales directors of hotels and resorts have their own strategies. Let’s listen in on what they have to say:
Lourdes M. Juco, director of marketing, The Peninsula Manila: The Philippines must take up the challenge to emerge from adversity. After all, we have the potential to dominate tourism in this region. The task is not an easy one but it is achievable with hard work, cooperation, continuity and resolute leadership.
The tourism sector must immediately embark on a four-year developmental program. Following a well-made plan continuously will make all the difference. We cannot afford to hit and miss or to change direction whenever there is a change in leadership.
We need to address major issues including key destination selection, government policy, people education and infrastructure. Key destinations will be the highlight in marketing campaigns given their tourist appeal and that’s how we can best use our limited resources. Government policy should support tourism efforts, for example through tax incentives and tax reductions. People should be informed of the importance tourism plays and how we should continue being the warm, friendly people we are known to be. Lastly, the facilities and services to accommodate the tourism traffic we wish to attract must already be in place.
With all that has been said, little has been done. This is perhaps our biggest fault, and we have to change this if we are to claim our rightful place as Southeast Asia’s tourism mecca.
Alu Suarez, director of sales and marketing, Mandarin Oriental Manila: At best, we have to be pro-active and stress the positive factors going for the Philippines. At Mandarin Oriental, we do our own bit of helping deflect the negative image by feeding all Mandarin Oriental properties, reservations and sales offices worldwide with a situationer to inform our colleagues that it is "business as usual" in most parts of the country. This update is then disseminated to our key markets. We could undertake joint tourism programs with neighboring Asian cities, and position the Philippines within a regional context. We also need to pinpoint allies, prominent and respected people and institutions locally and internationally who believe that untoward incidents such as those that have occurred lately are isolated cases. These people need to be in the forefront of a campaign to counteract negative perceptions. We should reinforce the pitch about enjoying good value for money not only in the hotel, but also in other aspects of the tourist’s or expat’s lifestyle in the country – including shopping, recreation and housing.
In the meantime, we should gather our resources to improve our tourist infrastructure now, so when the country is able to fully recover from the current threats, these will already be in place.
Maricor V. Aquino, director of marketing, The Heritage: All of us should remember that tourism has helped uplift other countries such as Malaysia and Thailand, and it is time that our government took tourism seriously. Government should prioritize funding for tourism-related initiatives. After all, our country is still a tourism destination to contend with.
Teresa Jimenez, sales and marketing manager, Ten Knots Development Corporation, El Nido Resorts: The kidnapping incidents in two resorts have affected the entire country. The private sector and government must regain the confidence of the domestic and foreign tourists. We have to reassure the markets that the Philippines in general is still a safe destination. Aside from reinforcing the existing security complement, tourism players must work with local authorities and community members in their areas. Operations must likewise be kept running smoothly in tourism properties with the aim of impressing their visitors and to ensure them a safe and worry-free, fun holiday. It is important that guests leave with a good impression of our country, which will help improve the Philippines as a tourist destination.
Also, domestic tourism should be further encouraged as many Filipinos are still strangers to the beautiful cities, towns and islands of their own country. Visiting the various tourists spots and experiencing the services offered will allow Filipinos to appreciate the country more.
Cheryl Ann Arnold, marketing communications and promotions manager, Manila Diamond Hotel: A more visible PR, advertising and promotions campaign by the Department of Tourism might help reverse the negative press the Philippines is getting around the world.
Efforts made by Malaysia, Singapore, Hong Kong and Indonesia have been much more aggressive since the Asian crisis began years ago. They have more creative approaches to their ad campaigns and have gotten their private sectors involved in these efforts. The question here is innovation and creativity.
Coop-advertising and joint tie-ups with private sector businesses might be explored to help the DOT with the budget for this campaign.
Spurred by the DOT and DTI, the government and private sectors must also create a working group that will review strategies and plans to overcome its effects on a worldwide level. Crisis management and damage control on the international level must be given utmost priority, and a workable PR campaign developed to gain the confidence of foreign visitors to the Philippines.
Carmela Bocanegra, director of business development, Hyatt Regency Manila: The first thing that should be done is to control the negative news. There should be news blackout. We know that the government will continually fight the culprits – let the military do their job. The tourism department must come up with a counter advisory only to those countries that have placed a travel ban to the Philippines to assure them the country is still a safe place to visit.
While the government is cleaning up the peace and order situation, DOT should concentrate on basic tourism strategies. For one, tourism attaches abroad should renew their connections and build stronger ties with the international media and travel sector in their respective country assignments.
Our tourism offices should focus attention on positive activities around the country. They can publish these events through a Philippine newsletter or magazine – monthly or quarterly – or via press releases through their media connections. The tourism attaches should be given ample budgets in order for them to implement such strategies.
Other usual marketing programs such as sales blitzes, destination promotions, attendance to trade fairs may all follow and should continue once the basics are in place.
Margie N. Ongshu, sales and marketing director, Manila Midtown Hotel: The unfortunate incidents serve as a wake-up call to the industry. There is a continuous need for hotels and resorts to improve security measures. This is not even about protecting the industry. It’s primarily about the inherent responsibility to protect our guests. Furthermore, the local governments should also beef up security in their respective localities. They can start with Manila and its surroundings.
The country has much to offer. The DOT can turn the recent incidents into an opportunity to aggressively market the tourist destinations. This should mean substantial budget allocation for advertising, promotion, and major PR campaigns.
Jopy Galazo-Lopez, director of sales and marketing, Traders Hotel Manila: We have started to be proactive in the face of the on-going national security crisis. We should update the hotel’s regional sales offices on developments and so that our regional representatives would know how to reply to queries and minimize cancellation of bookings. Coach them on how to provide assurance to our bookers. Emphasize that these are isolated cases and do not reflect the situation in big cities like Manila or Cebu.
Let’s identify niche markets which would still come to Manila. Focus on them. Develop their loyalty. Create or participate in events that would attract attention and create positive press. Example: June 12 Independence Day event. Create in-hotel activities that would lift the general mood caused by the crisis. We can send operations people out for sales calls with the sales team, have sports activities to raise funds for the community. This would reenergize and create bonding throughout the hotel family.
Pearl-Peralta-Maclang, director of sales and marketing, Manila Galleria Suites: Damage control is the priority. Strong specific courses of action under the crisis management should be communicated to the industry as a whole, local and overseas, to assure that something is being done. Drown the negative issue through powerful international advertisement. Palawan is not the entire Philippines.
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