TRAVEL is back on people’s bucket list and the industry is excited to optimize this after the rough years it has been through! As the tourism and hospitality sector gradually achieves its pre-pandemic levels in some markets, the remaining areas that continue to be challenged have been busy rekindling partnerships, retraining and upskilling its talent pool, giving more attention to online reputation and better distribution reach.
This goes true across all stakeholders of tourism including those that head the tourism in local government units (LGU) of the country. Holding together these tourism leaders is the Association of Tourism Officers of the Philippines (ATOP) which held its 24th National Convention at the Boracay Newcoast Convention Center from October 4 to 6, 2023. Led by ATOP President Junel Ann Divinagracia and Pearl Awards Committee Chairman Noel Daquioag, the gathering of 1,200 participants had a theme of “Tourism and Green Investments.” The convention was packed with various activities of combined learning sessions, awarding and recognition with so much fun in between.
Some of the highlights were a white themed opening dinner at the Cove of Boracay Newcoast, a beach clean-up at the long beach, plenary sessions with esteemed speakers plus entertainment in between programs consisting of national and local performers to ensure no dull moments. One of the much-awaited parts of the annual convention is the ATOP — DOT Pearl Awards that recognize exemplary performance of officers and leaders alongside their respective LGUs, projects and campaigns that really stood out amongst the many executions and implementations across the country. The said awards also made sure that they pooled reputable judges that have done outstanding tracks in their respective fields of expertise.
It is no wonder why governors, mayors and other government officials really take time to participate and support the occasion. No less than the Philippine Department of Tourism (DOT) Secretary Christina Garcia-Frasco took time to grace the convention to share a keynote speech and address the large membership of ATOP and to personally hand the awards herself to all the winners. Undersecretaries Shahlimar Hofer Tamano and Kokoy Jumapao, assistant secretary Verna Buensuceso as well as most of the DOT regional directors were in full attendance to the event. It is also worthy to note that the Tourism Promotions Board Chief Operating Officer Marga Nograles was present to give updates on the agency that has backed ATOP up throughout the years. Indeed, the atmosphere of the three-day event was special and remarkable as various stakeholders gathered to reconnect and regain each one’s momentum in promoting their respective markets.
Junel Divinagracia, a friend of mine from our Iloilo MICE Alliance founding days, invited me to give a message as the managing director of Megaworld Hotels and Resorts on their welcome dinner. While the set up was beautifully done at the Cove with a rain or shine instruction, what made it memorable was how attendees were prepared for anything for the night. And true enough it drizzled, and the show must go on. As I gave a short speech to a thousand of people ready to celebrate and party with their fellow tourism officers, I can’t help but feel the warmth of the smiles and excitement from the organizers and attendees.
This is what tourism is made of! Resilient and ready for anything. The industry has had the toughest of trials in the recent years and strategies for recovery can be a hit and miss. But hey, here we are standing tall with arms linked with each other. We need help and we need to work together. Recouping revenue is the main means to survive during these times which can only be captured when more international tourists are captured, and the groups of certain markets return. We are far from the levels of business that we want to be, yet we continue to do our fair share of the contribution we can put on the table. Tourism after all is everyone’s business.