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8/12/2019 Philippines 5
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DEPARTMENTOFTOURISM
Presentation Outline Imperatives for Strategic Tourism Planning
Strategic Tourism Planning Process
The National Tourism Development Plan
Sustainable Tourism Indicators
Lessons from Previous Tourism Plans
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DEPARTMENTOFTOURISM
TOURISM ASSETSAND DESTINATIONS
The Philippines possesses a broad range of natural and cultural heritagetourism assets as well as a growing number of beach and urban leisureand entertainment facilities that are competitive in the region
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DEPARTMENTOFTOURISM
Imperatives for Strategic Tourism Planning Philippine tourism competitiveness
Ranked 94 against 139 countries in 2011 Ranked18 in Asia-Pacific Maintained an overall score at 3.7 for past
3 years
Opportunities for tourism growth inthe Asia-Pacific Additional 331 million international visitors
by 2030making the region the second
most visited destination Increase in regional travel 5.7% annual growth in outbound travel
0,0 100,0 200,0 300,0 400,0 500,0 600,0 700,0
Africa
Americas
Asia and the Pacific
- North-East Asia
- South-East Asia
- Oceania
- South Asia
Europe
Middle East
Million Arrivals
Forecast International Arrivals in World Regions
2020
2016
2010
2
3
4
5
6
Policy rules
and Environmentalsustainability
Safety andsecurity
Health andhygiene
Prioritizationof Travel &
Air transportinfrastructure
Groundtransport
Tourisminfrastructure
ICTinfrastructure
Pricecompetitive
Humanresources
Affinity fortravel and
Naturalresources
Culturalresources
Source: World Economic Forum: 2011
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DEPARTMENTOFTOURISM
Tourism Performance Unprecedented growth in 2011 3.9 million international visitors
29.1 million domestic travellers* US$ 13.3 billion tourism gross
value added*
6% share to GDP* 3.8 persons employed*
Sustaining success in 2012(JanuaryApril)
1.5 million international visitors 32% of target 4.6 million visitors US$ 1.2 billion in international
receipts
CAGR in 38 years = 7.8%
1.5 M for 2011 Jan-Apr
* Estimate
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DEPARTMENTOFTOURISM
Imperatives for Strategic Tourism Planning Past performance
8.1% CAGR from 2002 to 2011 5% share to inbound traffic in Southeast
Asia Breached 3 million mark in 2010
Market mix 46.9% international visitors from East
Asia Korea is top source market (23.6% share)
15.6% visitors from the Americas (greaterbulk accounted by USA) 8% arrivals from Southeast Asia Domestic travel 3-5% CAGR in 10 years
International Tourism Arrivals & Purpose of Visit
Stronger recent growth off a low historic base
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DEPARTMENTOFTOURISM
Imperatives for Strategic Tourism Planning Policy support
Tourism Act (RA 9593)legislatingtourism as engine for socio-economicgrowth and investment
Executive Order 29
promoting pocketopen skies policies in secondaryinternational gateways
Investment Facilitationgranting fiscaland non-fiscal incentives for priority
projects in economic zones, keydevelopment areas, and TourismEnterprise Zones
National Tourism Development Plan
Executive Order No. 29
Tourism Act
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DEPARTMENTOFTOURISM
Strategic Tourism Planning ProcessPhilippine Development Plan, 2011-2016Public Investment Program, 2011-2016
Presidents Social
Contract with theFilipino People
Medium TermExpenditure
Program
National Tourism
Development Plan, 2011-2016
TourismDevelopment
Program
Regional Development PlansRegional
InvestmentProgram
Provincial Tourism Development Plans
Municipal/ City Tourism Development Plans
Tourism Site/ Area Tourism Development Plans
StrategicPlan
TacticalPlan
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DEPARTMENTOFTOURISM
Elements of Strategic Planning ProcessStakeholders involvement
National government agencies
Local government units
Legislative bodies
Private sector, businesses
NGOs, POs, vulnerable groups
Local communities NTDP
National(87 pax)
16Regional(970 pax)
4
Clusters(271pax)DOT Regional
Offices, NGAs,LGUs, PrivateSector, NGOs,others
DOT RegionalOffices, NGAs,LGUs, PrivateSector, NGOs,others
DOT, NGAs, PrivateSector, Investors
and Donors
Defined planning process
Competitive investigation
Best practices and models
Roadmap
Implementation mechanism
Communication
Situation AnalysisConduct supply and demand analysis, competitiveanalysis, as well as past and present performance
Review of Related Plans
Examine processes and accomplishments
Document lessons learned and insights
Action PlanningDevelop goal, vision and directions, set targetsIdentify programs, projects, activities, resourcesDefine accountabilities and indicators
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DEPARTMENTOFTOURISM
Elements of Strategic Planning ProcessDestination
Supply
Tourism
Demand
Promote balance
Competing needs
Limited resources
Carrying capacity
Cultural values
Local benefits
Local and national issues
Review Approval Support
Transparency and accountability
Steering committee
Review process
Approval mechanism
Commitment and buy-in
Champions
Capacity building
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DEPARTMENTOFTOURISM
The National Tourism Development Plan
StakeholdersGoal:
An environmentally and socially responsibletourism that delivers more widely distributed
income and employment opportunities.
StakeholdersVision:TO BECOME THE MUST EXPERIENCE
DESTINATION IN ASIA.
Stakeholdersvision and goal are consistent withthe Philippine Development Plan 2011-2016 thatfocuses upon creating sustainable, rapid and
inclusive socio-economic Growth
2016 Target
10 million international visitors
35.5 million domestic travellers
US$ 24.7 billion TGDVA
8.1% share to GDP
6.8 million people employed
17% share to nationalemployment
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DEPARTMENTOFTOURISM
The National Tourism Development Plan
Adopt cluster destination concept and product portfolio Raise standards of facilities and services Facilitate investments and lower business cost Safeguard natural and cultural resources, and vulnerable groups Implement marketing and promotions
Develop and marketcompetitive
products anddestinations
Expand capacity of international gateways
Expand connectivity between gateways and key growth markets
Implement strategic access between international gateways andother clusters
Implement destination infrastructure program
Improve marketaccess,connectivity and
destinationinfrastructure
Pursue shared responsibility of national and local governments Develop competent, well motivated and productive work force Improve governance relating to safety, security and handling tourists
Improve tourisminstitutional
governance andhuman resources
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DEPARTMENTOFTOURISM
Cluster Destination Strategy
Tourism Site
(Within LGUs)
Tourism Cluster(Groups of LGUs in a Region)
Gateway toTourism Cluster(LGU Capitol)
TourismDevelopmentArea (LGUs)
Spatial development concept/approach based on the areas:
market demandinclusive growth
respect local boundaries/jurisdictioninvestment friendly
The framework provides for
prioritization of sites,products and activities
Visitor Expenditure and Length of Stay
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DEPARTMENTOFTOURISM
Nature
Tourism
Cultural
Tourism
Sun and Beach
Tourism
Cruise andNautical Tourism
Leisure and
EntertainmentTourism
MICE and EventsTourism
Health,Wellness,and Retirement
Tourism
Diving and MarineSports Tourism
Philippines Product Portfolio
EducationTourism
Market-product analysis recommends prioritizing nine tourism products
towards enriching the tourist experience and boosting product diversification
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DEPARTMENTOFTOURISM
Central Visayas Tourism ClusterGateway: Mactan - CebuInternational Airport
Tourism Development Areas
TDA 1: Northern Cebu-Bantayan-Malapascua
TDA 2: Metro Cebu-Mactan-OlangoIsland
TDA 3: Southern CebuTDA 4: Negros Oriental-Dumaguete-
SiquijorTDA 5: Tagbilaran-Panglao Island
Product Theme
MICE, Business, resort, history,
events, sightseeing, entertainment,shopping, ecotourism
2016 Tourist Targets
International: 3.1 millionDomestic: 2.3 million
Market Access and Connectivity
Cebu terminal expansion and runway
improvement
Gateway marketing program (e.g. WorldRoutes)
Seamless connection from MactanAirport to tourism development areas
Tagbiliran terminal expansion
Need for a Bohol gateway
Destination & Product Development
Tourism Enterprise Zones in Cebu andPanglao
Improvement to 17 heritage sites(Php 500 Million)
Linking communities to tourism supplychain
10,400 rooms needed (2011-2016) 3,270 rooms planned or under
construction (2011-2016)
Development Impact
2010: 287,500 jobs 2016: 233,000 additional jobs
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DEPARTMENTOFTOURISM
Sustainable Tourism IndicatorsType Descriptors Data Sources
Economic Tourism revenue DOT, NSCB
Tourism Gross Value Added DOT, NSCB
% share to GDP DOT, NSCB
Tourism employment DOT, NSCB
Social Local benefit DOLE
Poverty incidence NSCB
Health condition DOH
Cultural Pride of place/cultural value NM, NCCA
UNESCO Heritage Sites NCCA, NHCP
Environment Visitor management plan DENR, EMB
Innovation/ business process DOT, DTI
Tourism Satellite Account
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DEPARTMENTOFTOURISM
Sustainable Tourism IndicatorsAccreditation Indicators Data Sources
Ecotourism Community participation Report
Environment sustainability DENR, EMB
Cultural sensitivity Report
Education and ethics Program
Local benefits Report
Visitor satisfaction Survey
Responsible marketing Collaterals
Conservation Program
Accommodation Environmental protection Mgnt Plan
Business practices Mgnt Plan
Social consideration Mgnt Plan
Institutionalizingsustainable tourism
indicators
Localization
Database set-up andmanagement
Capacity building
Integration in strategicplanning
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DEPARTMENTOFTOURISM
NTDP - Building Partnership Convergence program
Sustainable tourismbiodiversity conservationframework (DOT-DENR)
National EcotourismStrategy (DOT-DENR)
Guidebook on tourismplanning
Process for national andlocal tourism planning
Standards
Indicators
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DEPARTMENTOFTOURISM
Destination Management Framework
National Level
Regional Level
Local Level
Tourism Advisory andConsultative Bodies
(Tourism Coordination Council andTourism Congress)
Regional TourismCouncils/ Congresses
(DOT-Tourism Congress-Civil Society)
Provincial TourismCouncils
(DOT-Tourism Congress-Civil Society)
Local Tourism Councilsand Action Groups
City and Municipality TourismUnits and Private Sector
Department of Tourism
TourismPromotion
Board
TIEZA + OtherAgencies
Regional Tourism Offices
Provincial LevelTourism ServiceCentres
Strategic level Tactical Level
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DEPARTMENTOFTOURISM
Lessons Learned Clearly defined destination
framework
Stakeholders participation
Institutional ownership
Capacity building
Flexible planning approach
Communication plan
1991 TourismMaster PlanHarnessing
Tourism Growth
2004 McKinsey Consulting
Sustainable
TourismManagement Planfor CentralPhilippines
NationalEcotourism
Strategy
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DEPARTMENTOFTOURISM
Thank youFor more information, please email your queries at mvjasmin@tourism.gov.ph
mailto:mvjasmin@tourism.gov.phmailto:mvjasmin@tourism.gov.ph
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