philippines 5

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


6/22

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


7/22

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


8/22

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


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


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


13/22

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


20/22

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 [email protected]
mailto:[email protected]:[email protected]

philippines 5

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