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Challenges and Opportunities in Philippine Tourism amid the COVID-19 Pandemic

This exploratory study aims to discuss the multifaceted challenges and opportunities of the Philippine tourism industry during the COVID-19 pandemic. These challenges and opportunities are organized by following the elements of anti-pandemic strategies in the COVID-19 Management Framework. Some pressing challenges are the decline in tourism demand, layoff of workers, demand for online/digital transactions, avoidance of tourists to occupy hotel rooms used as quarantine facilities, and compliance of disaster management and control preparedness protocols. However, tourism industry can thrive through ample opportunities like exploring local tourism, training employees on digital services and on safety protocols, rebuilding company brand, improving business facilities, adapting to modern technology, and collaborating with consultants on disaster and risk management. These challenges and opportunities provide the bases for suggestions and recommendations to improve policies for future pandemic planning to cushion any potential impact on the tourism industry.


Introduction
The tourism industry plays a significant role in the Philippine economy and in labor market. The enormity of the COVID-19 pandemic has severely impacted all industries including tourism which is one of the hardest-hit (Nicola et al., 2020) and greatly affected (PricewaterhouseCoopers, 2020; United Nations World Tourism Organization The COVID-19 has become the epicenter of academic research and discussions the world over.
Specifically, much attention has been drawn to the impacts, effects, implications, and costs brought about by the current pandemic towards various industries, including tourism. Undeniably, this pandemic has altered the usual tourism-related activities and services such as travel booking, traveling, hotel accommodation, tours, dining, nightlife, and the like. Obviously, these alterations are due to national quarantine measures, nonessential business closures, travel restrictions, border closures, social distancing, and stay-athome orders that aim to contain and to stop the widespread of pathogens that carry the highly contagious and deadly virus.
A range of scholars have studied the impacts (Alonso et al., 2020;Hao et al., 2020;Huang et al., 2020;Nicola et al., 2020;PricewaterhouseCoopers, 2020;Uğur & Akbiyik, 2020), effects (Karabulut et al., 2020;Sharma & Nicolau, 2020), implications (Nicola et al., 2020;Sigala, 2020;Hu et al., 2020), and costs (Qiu et al., 2020)  This study contributes to the increasing literature on the COVID-19 pandemic's challenges to Philippine tourism. Moreover, it provides practical insights for managers and policy-makers in our tourism industry to respond effectively to crises and disasters, specifically those that result in a standstill of usual operations and massive layoffs of employees. Since this study is forward-looking, as highly suggested by Kock et al., (2020) that tourism-related research should not only confirm what is already known but rather investigate how tourism could fundamentally be different in a post-COVID-19 era. This paper will contribute to the policy discussions by offering extensive insights with the opportunities available for the tourism industry in the country to thrive.

Challenges and Opportunities in Philippine tourism amid the COVID-19 pandemic
The challenges encountered by and the opportunities available for the Philippine tourism industry in this time of pandemic are organized in Table 1 following the elements of anti-pandemic strategies in the COVID-19 Management Framework (Hao et al., 2020), namely: leadership and communication, human resource, service provision, corporate social responsibility, finance, and disaster management standard operating procedure.  Hao et al. (2020). The information contained in the second and third columns were the ones explored and elaborated by the researchers below.

The decline in tourism demand
The Philippines has seen the growth of foreign and domestic travels from 2011 to 2015, with an increase in tourism internal expenditure amounting to PHP2.0 trillion in 2015 from 1.4 trillion in 2011 (Department of Tourism, n.d). With the increased income of tourism in the Philippines, it has been foreseen that the industry will continue to attract visitors and will be driven to develop in the next coming years. However, the presence of the COVID-19 pandemic has dramatically changed the tourism demand in the country.
The coronavirus pandemic has reshaped tourists' and residents' behaviors, which must be scrutinized (Zenker & Kock, 2020). This pandemic is expected to affect the tourists' psyche and considerably change tourism demand Hao et al., 2020). According to previous studies, tourists prefer to restrict their journeys due to pressing health threats. In addition, the destination's carrying capacity is already being monitored, limiting the number of people who can visit a tourist destination simultaneously (Cruz, 2014). In 2019, the Philippines recorded 8.3 million tourist arrivals and PHP550.2 billion in international tourism receipts. However, recent projections show that tourist arrivals and international tourism receipts in 2020 would fall to 3.9 million and PHP279.5 billion, respectively (PricewaterhouseCoopers, 2020).  (Cordero, 2021). The same significant decrease was recorded at 83.12% based on total receipts generated from inbound tourism -from an estimated PHP482.16 billion in 2019 to PHP81.40 billion in 2020 (Cordero, 2021). Specifically, Baguio City, dubbed as the country's tourism capital, was not spared from the ill-effects of the pandemic towards tourism. In year 2020, the city experienced an unprecedented decline of tourist arrivals of around 82.5% compared to 2019; consequently, an estimated P7 billion was lost (Llanes, 2021).

Layoffs of workers
The pandemic mainly affects the tourism and hospitality industry, causing many workers to lose jobs (Nicola et al., 2020;Hao et al., 2020). The airline employees, in particular, are among those who are directly affected (Sobieralski, 2020). Due to pandemic, airlines has been forced to limit the capacity and has petitioned the authorities for emergency relief.
An estimated 5.7 million people are employed in the country's tourism sector. Around 4.8 million of this population turned out to be underemployed or unemployed because of the COVID-19 pandemic (Bigtas, 2020). For instance, the 314 boat operators who worked in a worldrenowned UNESCO heritage site, the Subterranean River National Park in Puerto Princesa, Palawan, used to earn PHP10,000 -15,000 per month (USD200 -300) (Fabro, 2020). With a maximum of 1,200 visitors daily, this site which earned PHP108 million (USD2.1 million) in entrance fees from its 331,356 visitors in 2019 (Fabro, 2020) was forced to stop its operation due to quarantine measures and travel restrictions. Furthermore, most, if not all, of the 30,000 workers in the world-famous PHP 58.18 billion industry Boracay Island were affected by the economic impact caused by the pandemic (Burgos, 2021). In addition, some 14,000 hotel workers in El Nido, Coron, and San Vicente, Palawan lost their jobs because of the pandemic (Garcia, 2020).

Lack of transparency on safety and travel insurance
One factor contributing to the downturn in tourism demand is a lack of openness and the insufficient facilities in low-income economies (Karabulut et al., 2020). Therefore, strict compliance is required with hygiene and precautionary measures to safeguard the accommodation experience of the customers. It includes complete disinfection, control of food safety, distribution of masks, online medical consultation, health detection of consumers and employees, the shutdown of laundry rooms, gyms, and other public area facilities (Hao et al., 2020). These protective measures are significant in restoring customers' trust (Hao et al., 2020;Valle, 2020).

Rising demand for online/digital transactions
The skills required now in the tourism industry involve adaptability and preparedness in digitalization. The rise in smartphone ownership and internet access by individuals manifests the rising demand of customers in the digital world (Ackehurst & Loveder, 2015;Deloitte Access Economics & Ministerial Industry Commission, 2014). In addition, the pandemic sees the need for smart services to boost both the industry's demand and supply. The digital network and innovative technology currently support contactless systems.
To retain competitiveness in the postpandemic, many hotel brands are moving into digital transformation (Hao et al., 2020;China Hospitality Association, 2020). To deploy workers and arrange events, hotel owners developed an effective way to command and control infrastructure that integrates online office technologies, applications, and networks (Hao et al., 2020). Adopting this modern technology can help stabilize the quality of service, thus increasing customer loyalty and enhancing hotel performance (Hao et al., 2020).
The Department of Tourism in the Philippines is urging people to switch to electronic and contactless purchases. This is one of the "new normal" protocols that must be followed for business to continue in the face of the COVID-19.
As a result, the use of modern technology that improves the safety protocols is practised. There is the application of the industry-driven best practices that provides clientele with optimum quality services to ensure customer satisfaction.
Also, all DOT-accredited establishments are provided with a digital contact tracing SafePass seal, health declaration, capacity planning, and This development reflects consumers' rising trust in digital techniques, which is projected to usher in a coin-free and cashless world (Lucas, 2021).

Possible avoidance of tourists to occupy hotel rooms used as quarantine facilities
The Philippine government has tapped the hotels' services in these times of pandemic to serve as additional quarantine stations. There are possible negative connotations of hotels that serve as isolation stations, health facilities extensions, and clinical team dormitories (Hao et al., 2020). This action also mitigates the spread of COVID-19 and ensures safety of Filipinos.

Exploration of local tourism and collaboration with external systems
This pandemic is an eye-opener for government

Collaboration with external systems, promoting agri-tourism and medical tourism
The world is now in a situation where only resilient and robust leadership can save society and the economy (Nicola et al., 2020). During this crisis, collaborative actions and social bricolage, requiring coordination among authorities and stakeholders, are necessary for the tourism industry planted. Therefore, they can still sustain their daily needs even in the absence of tourists. Agri-tourism is the process that develops agricultural activities while a tourist is also free to interact. It includes diverse agricultural activities such as animal riding and the environment remains natural with fresh cuisine (Srivastava, 2016).
One of the many agri-tourism sites which develops in the country during the pandemic is the Artemio's Heritage Eco farm in Sibugay, Zamboanga. Being owned by a couple, this eco farm continues to make significant improvements.
The eco farm doubly promotes farming and agritourism since it is growing papaya and vegetables.
It also has piggery, poultry, and tilapia pond. When the COVID situation in the area permits, the couple is planning to open to the public its campsite and restaurant (Taculao, 2021).

Training employees on digital services and safety protocols
To accept changes promoting multi-business and multi-channel channels, hotels, and leisure companies should begin engaging in workforce training for digital functions, support personnel development, and job versatility (Hao et al., 2020). and engagement, managers will show their sincere dedication to employee safety in the workplace (Hu et al., 2020), which subsequently benefits the customers and the entire company.

Rebuilding company brand, improving business facilities, and adapting to modern technology
The pandemic crisis allows businesses to revisit their business model and marketing concept. The management has prioritized employees' and customers' safety and introduced the tag line, "Your safety is Gold." The company also came up with more hashtags such as "Golden Prince cares! We heal as one!" Golden Prince Cebu has also adopted advanced technology in observing safety and health protocols in its daily operations, such as using the significant investment in Automated Thermal Scanning technology and touch-free sanitizers and advocating on locally-developed contact tracing apps. The hotel has also made new room service positioning, introducing the 'Work-from-Hotel' concept and 'Self-Care Stay.' In addition, the company has observed enhanced housekeeping cleaning standards and an automated ordering system for food services using mobile apps to view menus and to take orders.
It has also promoted cashless transactions with digital payment gateways like Gcash, Paymaya, Paypal, and more. Furthermore, for events and functions, the company has resorted to pocket events, virtual training activities, and more intimate gatherings with changes in their floor layouts to observe proper distancing among attendees and assisted buffet services with protective shields.
This pandemic pushes the industry to employ mobile and self-service technologies for more efficient and effective operations management.

December
There is also an emphasis on the importance of having strong ties with health insurance companies in the tourism industry and strengthening government commitment in the public-private partnership to facilitate more projects and programs in health and tourism.

Building up goodwill
The consistency in providing accommodation services even during the pandemic shows commitment to the hospitality industry. Hotels that are used as quarantine stations during this pandemic may have earned respect from the community. This is a win-win situation between the hotel and dormitory establishment since they can still gain income amidst the COVID-19 pandemic.
Proper implementation of safety and sanitation protocols must be observed throughout.
On the other hand, the government can save expenses since it will no longer build infrastructure for isolation purposes. Instead, it can use the saved amount to help Filipinos who are affected by the pandemic. Furthermore, the competence of companies to handle adequately their employees and customers in this crisis reinforces their brand and builds goodwill among their staff and customers.

Government subsidies to hotels that serve as quarantine facilities
The local government provides subsidies to hotels that serve as quarantine stations during the pandemic. With the increased number of infected cases that lead to the shortage of hospital beds, many hotels have been used as accommodation facilities for medical staff, construction workers, and patients (Hao et al., 2020). This action can be a win-win situation between the government and the industry. Using other provisions of this Act to obtain grants, loans, or loan guarantees does not disqualify a tourism enterprise from receiving economic relief.
The DOT will give preference to businesses that support the Balik Probinsiya, Bagong Pag-Asa Program and follow the DOH's requirements to ensure a sufficient and timely supply of health care services.
According to interim standards, only facilities with legitimate Department of Tourism accreditations were permitted to operate during the peak of the lockdown in the Philippines,. These hotels are either employed as quarantine hotels or approved as places for staycations per interim regulations. As quarantine hotels, they house guests who may have been exposed to the virus or become isolation facilities for COVID-19 positive guests. Hence, the Department of Tourism with its tourism response and recovery plan (TRRP) brings together several government departments to help the tourism industry in the country devise new business strategies with health and safety measures in its entire service delivery (Aquino et al., 2021).

Risk Management
The first step is to formulate an effective and accountable team for disaster management and appoint a team leader (Faulkner, 2001 as cited in Hao et al., 2020). In the tourism context, risk management is the planning and implementation process for which it is directed towards managing contrary effects of crisis and disasters/calamities on tourism (Ural, 2016).

Theoretical implications
This paper provides additional support to the theory of complex adaptive systems (CAS).
This pandemic has brought many challenges and inconveniences globally. However, it can also be perceived from a different perspective, focusing on opportunities. The idea of Adaptive tourism emphasizes the creativity and flexibility of the Tourism sector, which are essential to sustain its operations in a dynamic environment.

Managerial implications
The COVID-19 pandemic puts businesses to the test, where only resilient and robust leadership can endure the challenges and see opportunities.
By being aware of the present challenges and opportunities in the Tourism industry during this pandemic, business leaders and managers can revisit their business model and develop innovative strategies to sustain their business operations and maintain social responsibilities.

Practical implications
This paper is forward-looking. By properly recognizing opportunities available for the Tourism industry, particularly in the Philippines, the government can consider making policies to strengthen local tourism and to help the locals survive challenging times. Moreover, ample and clear opportunities provide a bigger chance for improved productivity among firms and individuals.

Economic implications
This paper offers several factors affecting demand and supply in the Tourism sector which both the government and the industry should consider. Furthermore, it highlights proper government regulations and financial support in preserving the economic system.

Conclusion
The Tourism industry worldwide is vastly affected by the COVID-19 pandemic, including the Philippine Tourism industry. Travel bans and other quarantine measures prevent tourists and residents, especially minors and senior citizens, from being exposed in public places, thus affecting demand. These changes are expected to have a long-term effect on customers' behavior involving their preferences and buying decisions (Hao et al., 2020;Kock et al., 2020) pandemic. This can be done by using case studies from the Tourism sector and by gathering scientific evidence on how particular businesses survive in these challenging times. It could be an excellent and timely basis to position institutions better and be more prepared for another future virus outbreak. Second, this paper is only focusing on the Philippine context, which limits its generalizability.
Future studies may consider a comparative study of challenges and opportunities in the tourism industry during the COVID-19 pandemic between an Asian and a non-Asian country. Lastly, this paper is done within the pandemic period. It is noticeable that the government and other sectors are making new initiatives from time to time, which future studies should consider in their analysis until the post-pandemic stage.

Ethical approval
No ethical approval is required.

Declaration of competing interest
The authors of the correspondence declare that they have no known competing financial interests or personal relationships that could have influenced the work reported in this paper.