Survival and recovery strategies of the Iloilo City tourism industry in an intensified VUCA World: Basis for the development of a manual

Abstract

The COVID-19 pandemic triggered unprecedented disruption in global tourism, intensifying the volatile, uncertain, complex, and ambiguous (VUCA) conditions faced by the industry. This study aimed to determine the survival and recovery strategies employed by Department of Tourism (DOT)-accredited MSMEs across various tourism subsectors. Utilizing a concurrent mixed-methods design, data were collected from 18 enterprises across key tourism subsectors through structured surveys and validated interview guides. Additionally, two tourism officers were interviewed to ensure comprehensive and role-specific insights. Quantitative data were analyzed using descriptive statistics, while qualitative responses underwent thematic analysis structured around a SWOT framework. Results indicated that common strengths included leadership adaptability, motivated staff, and digital integration. Weaknesses included limited crisis preparedness, digital infrastructure gaps, and constrained financial resources. Opportunities arose from evolving consumer preferences while threats included economic instability, policy inconsistency, and rising operational costs. Survival strategies commonly employed involved operational restructuring, strict adherence to health and safety protocols, digital marketing adoption, and cost management. Recovery strategies focused on business continuity planning, strategic partnerships, restoring market presence through innovation, formalizing contingency planning, and enhancing service quality. This study offers practical recommendations, contributing new empirical insights toward building a more resilient and future-ready tourism sector in regional Philippine cities.