Tourism is a vital generator of economic growth and local employment across the Blue Pacific, with 2019 alone seeing the industry generate more than US$4 billion in receipts and 90,000 jobs, representing nearly 8 per cent of the region’s total gross domestic product.
One such operator who is part of this thriving industry is Edelene Albert, owner of sustainable tourism venture, Yogi Dives B&B in the island paradise of Palau. Having returned to her homeland of Palau directly before the COVID-19 pandemic hit the Pacific, Edelene saw potential to start a sustainable business in the pristine reefs and lagoons of Palau, merging her passion for yoga with her love of hospitality and diving, two industries she was well versed in through her own personal travels.
Initially Edelene started off her business small, running a simple bed and breakfast via a single bedroom in her mother’s house. As time passed, however, the profits she received from this soon allowed her to expand, gradually developing more rooms while also listing her property on Airbnb. Despite the business achieving success, the COVID-19 crisis soon hit, forcing Edelene to pivot and think innovatively as to how she would keep afloat during this period.
With access to COVID-19 relief funds, Edelene was able to continue with the repairs and renovations to her bed and breakfast (B&B), adding four more rooms to the original dwelling. During the period, Edelene also identified an emerging market – that of budget travellers and backpackers – in the belief that this would flourish after the COVID-19 pandemic. Working towards the goal of running a small hostel, Edelene soon had seven bedrooms spread over two floors, with the ability to accommodate just under thirty guests.
It was at this point in her journey that Edelene joined Pacific Trade Invest (PTI) Australia’s Digital Tourism Program, with the goal of taking her business to the next level. The program, which was initially launched in 2012 and strengthened during the COVID-19 crisis, was adapted to deliver tangible support to tourism operators through a series of online webinars, payment gateway offerings and website-build support services.
Through the Digital Tourism Program, Edelene was able to create a website with a booking engine – an asset that in turn allowed her to increase the visibility of her business to international travellers, promoting her business to a wider audience.
She says curating an online presence through PTI Australia’s Digital Tourism Program has been imperative to her success.
“I’m so fortunate that I was able to find PTI Australia’s Digital Tourism Program on the island. Their presence here has given me so much support in what I’m doing. I was able to create a website and with it, they provided a booking engine and a channel manager for me to be able to market my B&B. The online presence that I have now is so important for the tourists that I have coming into my island.
“There is so much potential here with what the future has to offer. And I think that as long as we stay positive, we can do anything we endeavour to do. If we continue to look at change in a positive way, whether it’s COVID or anything else, we will have a bright future ahead of us.”
Onorina Fugawai, PTI Australia’s Tourism and Investment Project Officer, says the COVID-19 pandemic has provided an opportunity for the Pacific tourism sector to build back better, and believes the Digital Tourism Program is able to support tourism operators in doing so.
“PTI Australia’s Digital Tourism Program has been developed by our team alongside our expert partners, and is informed by on-the-ground feedback from tourism operators who wanted to deepen their skills in specific areas.
“As the Pacific reopens, our Digital Tourism Program aims to prepare and equip operators with the digital skills they require, while also providing the opportunity for newcomers to the industry to learn what they need to know. These are practical skills that are simple to apply immediately, allowing operators to strengthen their digital presence and effectively engage tourists quickly. I am immensely proud of the impact the program has had thus far, and look forward to working with more of our Pacific tourism operators as we collectively navigate this road to recovery.”
For more information regarding the PTI Australia Digital Tourism Program please contact Onorina Fugawai, PTI Australia’s Tourism and Investment Project Officer, PTI Australia at: onorina@pacifictradeinvest.com
