Survival and Recovery Strategies of the Iloilo City Tourism Industry in an Intensified VUCA World

This study explored the survival and recovery strategies pursued by Iloilo City's tourism firms in the face of the COVID-19 pandemic and within the context of a VUCA environment. Taking a concurrent mixed-methods approach, this research integrated descriptive statistics with thematic analysis to map performance trends and strategic responses across nine subsectors of tourism. Observations showed that most firms, particularly mid-sized firms, exhibited operational resilience and maturity by undergoing digital transformation, business diversification, and cost management directed at achieving goals. Strategic responses were classified in a SWOT-based framework by aligning internal capabilities with external challenges. Government responses such as training, grants, and regulation assistance were observed but considered to be reactive and not sufficient for long-term resilience. The study ends with the development of a strategic framework for enhancing tourism MSMEs' crisis-readiness. Findings contribute to tourism resilience literature and offer policy and managerial implications for local government units and tourism stakeholders with operations based on VUCA environments.