Dr. Mina Gabor: Fostering Sustainable Tourism and Developing Asia's Future Green Leaders

Could you share with us the challenges you encountered and the innovative strategies you adopted to ensure the success of this event?

Hosting the world's first IETM brought forth a unique set of challenges, but we were determined to overcome them. These are the challenges we faced and the innovative strategies we implemented.

We encountered several challenges, including the venue's distance from Manila (approximately 49 kilometers from Ninoy Aquino International Airport), a lack of skilled workforce in the area, delayed response from major sponsors due to post-pandemic concerns, participants anticipating a low public turnout, connectivity issues, subpar offerings at the cafeteria, and a scarcity of professionals in the area experienced in crafting displays using natural materials.

However, we successfully implemented innovative strategies to overcome these challenges. By collaborating with the Tourism Promotions Board, we ensured seamless transport logistics for attendees. We entrusted trusted allies to oversee critical aspects of participants' campaigns, ensuring a smooth event. We also emphasized the event's historical significance to boost sponsor interest and involvement.

Our extensive social media outreach resulted in increased participation, while partnerships with a local telecom company ensured robust Wi-Fi connectivity.

Our collaborations with government and sustainable private entities led to healthy and eco-friendly food options, and our curated marketplaces showcased sustainable travel products.

Partnerships with local government units and organizations ensured essential services, while collaborations with regional directors and international organizations strengthened commitment to sustainability.

These strategies and partnerships led to a successful and memorable event.

The IETM showcased the importance of collaboration and commitment in promoting sustainable tourism. How do you envision such events fostering stronger ties among nations to collectively address environmental and community upliftment concerns?

This kind of event must be sustained among AEN member countries at least every two years. It’s imperative to instill in the minds of both industry frontrunners and the general public the importance of sustainable tourism and to foster awareness of its concept and implementation. 

Additionally, they provide a platform for addressing environmental and community upliftment concerns collectively, ensuring a consistent focus on these crucial issues.

The theme of the IETM was "Embracing Authentic Ecotourism." In your opinion, what are the defining characteristics of authentic ecotourism experiences, and how can destinations ensure they maintain the integrity of their natural and cultural heritage while attracting visitors? 

Authentic ecotourism must embrace the three principles of ecotourism.

First, nature must be protected and conserved. This means ensuring that the natural environment is preserved and safeguarded from any harm or degradation. 

Second, the local community must benefit through community outreach and education programs. It is important that the local people are involved in and benefit from ecotourism activities, which can be achieved through initiatives such as job creation and capacity building. 

Finally, interpretative programs must be offered to educate tourists about the surrounding natural and cultural environments. This helps visitors develop a deeper understanding and appreciation for the places they visit.

To preserve the natural and cultural heritage, certain measures need to be taken.   

The government should actively oversee and monitor the effective implementation of sustainable tourism and ecotourism policies through consistent awareness campaigns like conferences, meetings, and events.

The private sector should formulate and uphold rules and regulations that the host community can trust. Similarly, there should be a clear set of guidelines for tourists, promoting responsible behavior toward local culture, the environment, and host communities.

In my own experience, I remember during my time when DOT and Mayor Hagedorn in Palawan signed an agreement that bathing suits should only be used around the beach areas, and men should not walk around in public areas wearing only their swimming trunks. This kind of regulation helps maintain respect for local customs and cultural norms.

Furthermore, several countries with sensitive environmental areas have implemented entrance fees for the public. These fees serve as a way to generate revenue for conservation efforts and manage visitor numbers. 

As the Founder and President of the International School of Sustainable Tourism (ISST), what inspired you to establish this institution, and how has it contributed to the development of sustainable tourism in the Philippines and ASEAN countries? 

In July 2010, I was invited to speak at Florida State University (FSU) on Sustainable Tourism and Alternative Energy. After my speech, the head of FSU approached me and said, "You should start a school so that people on the ground know what to do with sustainable tourism."

A few months later, FSU sent 14 of its department heads to teach us how to get started with our courses. To date, a former Department Head of FSU Sustainable Development still sits on our Board.

When I was Secretary of Tourism, most projects that came to my desk from the provinces could be broadly categorized into two groups:

1. Projects that showed promise, but unfortunately, their progress was tied to the terms of office of the proponents. Consequently, once the proponents completed their tenure, these projects also came to an end.

2. Projects that lacked excitement, but because of political considerations, we provided minimal funding support. Regrettably, the outcome was the same—once the proponent moved on, the project ceased to exist.

I felt a compelling need to address the situation by raising awareness and consciousness within communities about the projects presented to them. The goal was to ensure that these valuable initiatives could thrive and endure for a significant period of time. Our focus was on engaging both the Local Government Units (LGUs) and the community in our tourism programs. Previously, only 20% of our training program attendees were from LGUs, but now they make up 50%, with the remaining participants coming from various private groups.

Our six key Community-Based Rural Tourism (CBRT) courses called “CBRT Rising Stars” cover Cultural and Heritage Tourism, Culinary Tourism, Adventure Tourism, Merchandise Tourism, Homestay Tourism, and Faith-Based Tourism. 

Can you tell us more about the courses provided by ISST?

Absolutely. We offer fundamental courses on Sustainable Community-Based Rural Tourism, Sustainable Tourism, and Ecotourism.

The Ecotourism program further breaks down into four core modules, including Ecotourism Planning and Management; Ecolodge Design, Planning and Management; Ecoguiding or Nature Guiding; and a full course on Ecotourism. Upon request, we also provide general tourism courses.

How about your Farm Tourism initiative? We'd love to learn more about it and how it benefits the community.

We are very proud to have initiated the establishment of RA 10816, “An Act to Develop Farm Tourism,” through Senator Cynthia Villar. This act provides a host of benefits to would-be farm tourism owners, such as market research and promotion, financing, skills training, and investment promotion.

From a one-course subject, we now have 15 comprehensive courses encompassing various facets of farm tourism. The topics include livelihood, environmental care, healthy food, wellness, farm guiding, organic farming (with a focus on high-value crops), use of native vegetable species to mitigate climate change, events management for farm tourism, edible landscaping, marketing and financing for farm tourism, urban farming, agripreneurship, farmstay, and effective customer service. 

Additionally, we have included a subject on "Developing a Circular Economy" as part of our curriculum to demonstrate how we can minimize energy costs and eliminate waste in the production area. 

In the Philippines, we have witnessed a significant increase in the number of farm tourism sites. From less than 40 in 2015, we now have over 200 outstanding farm tourism sites, with certainly more ranging from small to large.

How has ISST influenced the farming community?

Apart from training the farm owners and their operations, production, and marketing heads, we travel across the country educating the farmers on sustainable practices—what to look out for, what to conserve, and what to plant. 

For example, when cleaning an area to start planting, we teach them about Flor Tarriela’s stories, which emphasize not to destroy weeds indiscriminately as it can result in loss of revenue.

There are edible weeds that we call "weedibles," as well as medicinal weeds that we refer to as "weedicinals." This training for farmers imparts many such learnings.

We also love sharing with them the story of a live lion versus one that is killed. It always leaves a significant impact on fisherfolk and animal hunters. 

It only costs USD 500 to 1000 to kill a lion, but a live lion can bring in thousands of dollars for a long time. The same is true for our Monkey-Eating Eagle, our parrots in Palawan, etc. It costs so little when killed, but protecting them can bring in more income to the community.

That is truly an inspiring story. Are the ISST courses available to students from countries other than the Philippines?

We pride ourselves on our regional reach, extending our courses to all Asian countries. Many of our alumni have taken our teachings to heart, transforming their own local landscapes and sharing knowledge within their networks.

We have also invited speakers from ASEAN to share their experiences so that they can be adapted by other countries with similar sites or problems.

Can you highlight some of the key initiatives that the ISST has undertaken to advance sustainable tourism in Asia?

First is the Lakbay Bukid Awards. 

It is a prestigious recognition given to individuals, institutions, and groups who have made significant contributions to the development of the farm tourism industry in the Asia-Pacific Region. It serves as a testament to the resilience, ingenuity, and unwavering dedication of our hardworking farmers, fisherfolk, and other stakeholders.

In a momentous move, we have expanded the Lakbay Bukid Award to Asia, and last year, we proudly bestowed this esteemed honor upon Mr. Pandurang Taware of India, who is widely regarded as the Father of Agritourism in his country.

As we enter its 4th year, we are delighted to announce our partnership with the Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA). We are now accepting nominations for the 2024 awards, which will be presented during the 7th Philippine Farm Tourism Conference in Bohol from February 26th to 28th, 2024. We are extremely proud of this ongoing recognition as there are countless advancements and innovations in the farming industry that deserve acknowledgment and adoption.

Second is the Philippine Farm Tourism Conference. 

Now in its seventh year, the conference is set to take place in Bohol from February 26th to 28th, 2024. This annual event attracts participants from around the world, as well as local farmers. The conference covers carefully selected topics that complement their training in ISST, often inspired by the United Nations' International Year celebrations, approved by the World Tourism Organization (WTO).

Next year's theme is "Farm Tourism: Consciousness for Healthy Living and New Experiences," with sub-components focusing on cultivating fruits and vegetables, aquaculture and artisanal fisheries, green investments, and sustainable growth. After the challenges of the pandemic years in 2021, 2022, and 2023, which prevented us from celebrating, it's time to cultivate profit in the world of farm tourism.

Given the current global challenges, such as the COVID-19 pandemic and climate change, how can the tourism industry pivot towards more sustainable practices and recovery models that prioritize environmental preservation and community well-being?

I cannot stress enough the importance of supporting national government initiatives towards sustainable tourism and development. Let's look at the plans shared by Secretary Christina Frasco during her keynote speech at the International Ecotourism Travel Mart in March 2023.

She noted that the DOT is actively seeking a partnership with the Department of Environment and Natural Resources (DENR) to establish a National Sustainable Tourism Council. This council will be a collaborative effort between the DOT, the DENR, and the Department of the Interior and Local Government (DILG), regulating the development of sustainable tourism destinations. Under the guidance of the Philippine President, DOT aims for consultative tourism governance.

Sec. Frasco highlighted the importance of partnerships with organizations like AEN, ISST, and others that put up IETM in shaping the National Ecotourism Strategic Action Plan (2023-2028)—a blueprint for sustainable ecotourism development driven by community engagement and participatory planning exercises.

She also mentioned an incentive program, the Anahaw Certification, for accommodations that implement sustainable and green practices. In addition, there are plans to relaunch the National Accreditation Standards to further encourage sustainable practices.

Sec. Frasco underscored the significance of collaboration and unity among ASEAN nations in developing sustainable tourism, rather than perceiving each other as competitors.

She emphasized, “We want our tourists to come into the Philippines not only to enjoy our destinations for a time but to leave the place better than when they found it and as well to keep them coming back to our country.”

To achieve that, the Department has launched the Tourism Champions Challenge, encouraging over 1,400 Mayors to present proposals that align with the Department's seven objectives, with a focus on sustainable tourism.

Finally, in recognition of the critical role Filipino tourism workers play, there's an ambitious campaign to train 100,000 workers in the Filipino brand of service excellence, making them ambassadors of Philippine hospitality and sustainability to the world.

What innovative methods or strategies do you believe can help accelerate the adoption of sustainable practices in the Asian tourism industry?

In 2017, the UNWTO declared the International Year of Sustainable Tourism for Development, suggesting several key actors to enhance the awareness and adoption of Sustainable Tourism. I firmly believe that these strategies still hold significant relevance for advancing sustainable practices in Asia's tourism industry.

• Governments

They play a crucial role in organizing special events, meetings, and conferences that promote sustainable tourism. Further, they can lead advocacy initiatives and campaigns, as well as recognize sustainable tourism initiatives and research through funding these efforts.

• Private Sector

Businesses can actively participate in national sustainable tourism plans and programs, and foster innovative Public/Private Sector Partnerships. They also hold the power to showcase the role of tourism as a tool for development, promote CSR in tourism and tourism-related companies, and involve their partners in these celebrations.

• Academia

Educational institutions can contribute valuable insights on the impact of sustainable tourism on development, international understanding, and peace. They can introduce new curricula, conduct research, host events and lecture series, and identify local and global relevant initiatives through international rewards.

• International Organizations

These entities should emphasize tourism in their sustainable development efforts. They can do this by identifying key tourism-related initiatives that align with their programs and promoting these through various channels such as projects, events, conferences, and public awareness campaigns.

• NGOs and Civil Society

They hold the capacity to develop advocacy initiatives, sharing expertise and lessons learned from their field experiences. Strengthening existing networks, improving communication channels, and organizing field visits or media trips are all opportunities for NGOs to promote their work.

• Tourists

Travelers have a responsibility to respect the environment, local cultures, and communities when traveling in their own countries and around the world.

You see, the challenges facing sustainable tourism, or any new tourism initiatives for that matter, boil down to a few key elements: product awareness, site identification, visitor management, and marketing and financing.

I believe that desk, field, and hands-on training is a cost-effective strategy to reach and educate a larger audience. This is the approach we are currently implementing at ISST. 

For more visual and high-impact projects, special events can serve as a strong platform to convey our message to the public, as seen in the case of IETM.

As a recognized authority in sustainable tourism, what advice would you give to young professionals aspiring to make a positive impact in the field of sustainable travel and contribute to the preservation of our planet's natural and cultural treasures?

• Firstly, I would advise getting a thorough grounding in all facets of sustainable tourism. A training course at ISST would be a great start. 

• Secondly, identify the specific area within sustainable tourism that you are most passionate about and wish to develop and monitor. 

• Thirdly, embark on extensive research and, if necessary, mapping of your chosen area. 

• Fourthly, gain insights from local communities about the weather patterns, special produce, food specialties, and exclusive activities in the area. 

• Fifthly, delve into the cultural and heritage aspects of the location. Discover unique elements such as local music, dances, and so forth.

• Sixthly, explore local talents who could potentially be resources for guides, presentations, etc. It is ideal if this person is from the area or willing to relocate there to be recognized as a local expert.

• Seventhly, avoid "greenwashing". Be honest and transparent in all dealings, always highlighting the positive but never embellishing the truth.

• Lastly, prepare authentic tour packages.

Sustainable tourism is tourism that minimizes the costs and maximizes the benefits of tourism and its natural environments and local communities, and can be carried out indefinitely without harming the resources on which it depends.