The complexity of a tourism campaign
In light of the potentials of this region, it is very encouraging to note that the business community is taking important steps toward building local capacities for promoting tourism.
A notable example of these laudable initiatives is the forthcoming “Local Governance and Tourism Seminar Workshop” on July 26 to 28 in Tacloban City.
The seminar advocates a “unified approach to the development and management of sustainable community based tourism projects.”
At the outset, it would seem that promoting tourism does not require attending a seminar. All that a local government and local business can do is put some infrastructure in or in support of tourist destinations like beaches, parks and historical sites.
On second thought, however, we are all reminded that the promotion of tourism is a complex process that involves entire communities, particularly the type of tourism we have which requires the participation of people in barangays and officials in local government units.
The diversity of participants (also referred to as stakeholders or people who stand to gain or lose from tourism) with different views on tourism and how to promote it makes the activity complicated.
Also, it takes a long time for tourism to flourish and attract a substantial number of visitors. This means that participants could change over time, further complicating the process. Moreover, to make communities tourist-friendly takes years to nurture and achieve.
A seminar of this type is, therefore, important in creating awareness and in informing the participants what they can do with the resources available in their communities. However, what really matters most is putting all their knowledge and plans into action. The seminar is a three-day affair. A successful tourism program certainly takes years to implement.
The complexity of these factors should be considered in any effort to promote sustainable tourism in specific communities.
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