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| (Image Source: Corner Magazine PH/Tourism Promotions Board Philippines) |
In Albay where Mayon Volcano is one of the main tourist attractions, the dialogue on tourism often includes both opportunities of its natural beauty and the reality of its inherent risks. Against this landscape, the Tourism Promotions Board (TPB) Philippines hosted the Hybrid Membership Seminar, gathering 53 onsite participants and over 350 joining virtually. The event, held last March 11, 2026, focused on best strategies to effectively navigate and respond to disasters and crises.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles said, “Our country’s natural beauty is both our greatest asset and, at times, our vulnerability. When natural and man-made disasters strike, our country feels the effects deeply. The consequences go far beyond destinations. They ripple through communities whose livelihoods rely on tourism and the environment.” Throughout the country, tourism destinations balance that tension — welcoming visitors while also being prepared for disruptions that can derail travel, businesses, and livelihoods. In this regard, the seminar theme “Crisis Preparedness And Risk Management In Tourism” framed resilience not simply as a means to cope but also as a core element in the way tourism stakeholders must plan, operate, and recover, noting that enterprises can be intentional in including risk awareness in their process. A central idea that emerged in the sessions was that preparedness starts before a crisis hits. Asian Institute of Management (AIM) Andrew L. Tan Center for Tourism Officer-in-Charge – Executive Director Dr. Eylla Laire Gutierrez illustrated this through a series of international case studies responding to emerging risks that range from environmental disasters to overtourism and reputational challenges. She stressed that recognizing threats, incorporating risk assessment in tourism planning, and developing quick-response systems allow destinations to respond effectively in today’s evolving tourism industry. Following this, the discussions shifted to emergency response. San Pedro City Disaster Risk Reduction and Management Office (DRRMO) Training Division Chief Jericho Adolfo remarked that tourism is particularly vulnerable to disruption because of its reliance on mobility, public perception, and destinations that often operate in high-risk environments. He also introduced participants to risk identification tools to equip destination managers in determining potential hazards.
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| (Image Source: Corner Magazine PH/Tourism Promotions Board Philippines) |
Meanwhile, communications consultant Olive Joy Valera examined the critical role of marketing and communications in crises, particularly in helping the industry manage stakeholder sentiment amid uncertainty. In situations ranging from natural disasters and public emergencies to political disruptions, she emphasized that timely information and responsible messaging are central to reassuring travelers, partners, and communities that destinations remain safe and open for visitors. After the speakers’ sessions, the seminar concluded with a hands-on workshop creating a crisis communication plan. For onsite attendees, experiencing Albay firsthand brought the seminar’s objectives into sharper focus. A post-seminar immersion offered a closer look at the region’s diverse attractions through a Mayon ATV adventure, and visits to the heritage town of Camalig, the historic Cagsawa Ruins, and the scenic Sumlang Lake. Like many places across the Philippines, Albay exemplifies the cultural heft and challenges in preserving the country’s beauty. For tourism leaders and stakeholders alike, the task is not only to promote destinations but also to ensure that the systems supporting them are strong enough to safeguard communities and sustain tourist confidence.
