Friday, October 10, 2008 Cebu tourism amid global crisis By Yuleta Orillo University of the Philippines Cebu Campus, Sun.Star Economic Forum-Academe Committee
THE global economic slowdown induced by the US financial crisis is making consumers and businesses in many countries more careful with their spending. As markets shrink, producers compete more intensely with each other while buyers demand more value for their money.
How should the local tourism industry respond to this challenging global environment?
Cebu markets itself as a world class tourist destination and has successfully made its presence felt in the international tourism market. Foreign tourist arrivals grew rapidly in the last 20 years, reaching half a million last year.
However, its closest competitors in the region did much better.
Phuket, Thailand registered more than five million foreign tourist arrivals while Bali, Indonesia had more than one million last year. Strong brand image and high satisfaction ratings for meeting or exceeding visitors’ expectations are the primary success factors of these destinations.
The global slowdown will intensify international competition to attract tourists from traditional and emerging markets. Thus, there is no room for complacency in this very competitive arena.
Cebu has to improve competitiveness by strengthening its brand image, enhance its tourism package and ensure that it delivers what it promises in marketing and promotional campaigns.
For starters, Cebu should continue to regularly review its tourism package and find ways to enhance existing activities and introduce new ones. Local business people are quick to spot promising ventures, such as the recently introduced island adventure package that should be given full support.
The more difficult but necessary tasks ahead are sustaining “housekeeping” duties and improving general environmental quality.
Cebu has to improve its “housekeeping” duties, such as maintaining and upgrading roads, sidewalks and other facilities; landscaping, beautification and improving sanitation of public places; and maintaining public safety and order. These routine activities have to be done daily.
In addition, Cebu should ensure that tourism and other economic activities will have minimal adverse impacts on the environment. The tourism sector has to actively pursue and promote environmental protection and rehabilitation because in the long run, the quality of the environment will make or break the industry.
All these will need collective action of all tourism stakeholders. A coordinative mechanism may have to be created to ensure that such collective planning, implementation, monitoring and review are done regularly.
