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Tourism Goes the Extreme Smile
By ESBELLE EROY
CONTINUED GROWTH.” That’s the fearless forecast for thetourism industry of Manila International Airport (MIAA) General Manager Alfonso Cusi when he graced the Bulong Pulungan Media Forum recently at the Sofitel Hotel. Cusi discussed the MIAA’s continuing gains in 2008 as well as the Ninoy Aquino International Airport (NAIA) community, foremost of which is the conduct of its airport operations, its new service branding dubbed as the ‘Smiling Airport,’ and various awards and recognitions bestowed on MIAA and NAIA as service institutions.
What are recent improvements you’ve done at the NAIA?
In 2008, we expanded the departure lobby of NAIA Terminal 1. We re-laid out the terminal passenger movement areas. We now have new metered yellow taxi cabs, free shuttle service from and to all terminals, new concierge and enhanced meet-and-assist services, new security equipment, and other facility upgrades and more judicious housekeeping.
How’s security at the NAIA?
We have been on our toes in making sure that we are always compliant with all the appropriate international standards governing civil aviation such as those of the International Civil Aviation Organization, the United States’ Transportation Security Administration, and the International Aviation Transport Association. By observing and abiding by the set international standards in civil aviation and airport in operational soundness, security provisions, and safety standards, we are able to provide a healthy and effective venue for airlines to operate in. We have installed a new way of managing our airport complex through the Terminal Management concept that is being adopted in many huge capacity airports around the world.
So that makes NAIA a ‘Smiling Airport’?
We have pursued a service excellence campaign using a unique branding strategy of making the airport to be known and regarded as one of the friendliest and safest airports in the region. NAIA as the smiling airport is being promoted with our creative campaign of NAIA, We Go the Extreme Smile to not only catch the imagination of our external public but to create greater commitment within each and every individual in the airport. We feel that with a truly service-minded airport with airport workers that have the country and its trade and tourism thrusts in mind, we have much to offer in the country’s aviation and tourism industry.
Is NAIA at par with its international counterparts?
To make the airport’s services safe and friendly, a continuing serious and world-class concern for all the stockholders at the NAIA, an ISO certification process was aggressively pursued and enthusiastically upheld not just by MIAA but by all the government and private outfits operating at the NAIA through various activities from establishing the appropriate Quality Management System (QMS) organizational structure, roles and responsibilities, Documentation Audit, Signing of Service Level Agreements by NAIA Agencies, Document Control, and Internal Auditors Training. Last December 13, the International certification body conducted a comprehensive audit and we have it from the distinguished external quality auditors that we have more or less hurdled the major tests and we are being recommended for ISO Certification for the coming weeks. All these processes shall become NAIA’s passport to passenger confidence and a firm manifestation of the higher levels of service that has been embraced by the airport and its personnel.
How is your progress on airport development and capacity building?
We have updated security master plan, traffic forecasts and airport capacity analysis, study on airline accommodation strategy and mix, feasibility study on additional runway options, and study on Philippine International Airport Authority (PIAA) Inputs. In May 2008, MIAA spearheaded the preparation of the Panglao-Bohol International Airport Development’s project capsule laying ceremony which precedes the initial phases of the actual construction of this priority infrastructure project outside of its traditional NAIA premises. I would say that a new chapter of the corporate life of the MIAA came when a new Executive Order was signed by President Gloria Macapagal Arroyo. EO 341 was issued to expand the powers and functions of the MIAA by authorizing and directing it to exercise administrative supervision and control over all international airports in the Philippines. This will make it possible to achieve the objectives of providing high standards of accommodation and service within the context of a financially viable operation. This will attain unity in policies and program, through more concerted efforts of the MIAA, the newly created Civil Aviation Authority of the Pilippines or CAAP, and our supervising department, the Department of Transportation and Communication, relating to the management, operation, maintenance, and development of all the international airports in the country.
What are your plans for 2009?
We are committed and determined to help make the country grow by paving the way through our better services and the airports. The growth of airlines servicing a country’s route is usually anchored on the way a country is able to pursue its trade and tourism thrust. Second, it’s also a function of how airports are built and managed. We are confident that when airports are run professionally, there is no reason why there will be no growths in passenger traffic as a whole.
MIAA has a crucial role in helping maintain a healthy mix of international airlines. This is why MIAA is also teaming up with all the government agencies operating at the NAIA such as the Bureau of Immigration, Bureau of Customs, Philippine National Police, Aviation Security Group, Department of Tourism, quarantine offices of the international and domestic airlines, and the various service providers handling a wide array of airport services in cargo handling, security screening, housekeeping, and many others.
I can see that all our efforts in improving our airport services will greatly contribute to the continued growth of our tourism industry this year.
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