Chapter 7THE TOURISM MASTER PLAN

Learning Objectives

• Understand the definition and components of tourism master plan;

• Analyze the application of principles on Tourism Planning as it is applied to some destinations through their tourism master plan; and

• Check the status of the plan implementation of DOT’s master plan,both for medium and long-term.

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What is a Master Plan?

• It is a detailed presentation of the conceptual framework of ideas planned for a tourist destination.

Contents of a Tourism Master Plan

1. Review of related Concept Papers, if any, and other relevant studies, papers, documentations on the subject tourist destination;

- presentation of the conceptual framework of ideas planned for a certain tourist

destination at any territorial level

2. Description and in-depth analysis of existing conditions/situation of the following components in the area:

• Tourism superstructure facilities;• Infrastructure, utilities and transportation services

supporting tourist activities;• Environment for ecotourism profiling;• Tourism marketing programs and strategies

employed in the area by DOT or other organizational units;

• Land use/physical attributes;• Tourism’s socio-cultural impact, if tourists are

already present in the area; and• Manpower/labor force availability;

3. Validation of prime tourist areas for development or if none, identification of potential prime tourist areas for development in the tourist attraction;4. Actual sites investigation to determine the potential prime tourist and ecotourism sites to be developed;5. Land use and location maps of identified prime tourist area for development of the area;

6. Cross-cultural and physical impact analysis of the subject areas;

7. Identification of specific programs and projects to be pursued;

8. Development of project profiles of the identified project which should include the following information about the project:

• Project title; Description; Objectives; Implementation period and work schedule; Total capital costs; Project benefits and contribution and Environment Impact Statement.

9. Formulation of investment and marketing strategies and

plans;

10. Financing plan and strategy (potential funding sources);

11. Recommendation of appropriate policies for legislative purposes at the local and nation government unit levels.

DOT’s PHILIPPINE TOURISM

MASTER PLAN

• Tourism Master Plan (TMP) 1991-2010• Medium Term Philippine Development Plan (MTPDP)

- 2001 to 2004- 2004 to 2010

Outline

• Philippine Tourism Master Plan 1991-2010A. Highlights of the PlanB. Accomplishments (1992-1999)

• Medium Term Philippine Development PlanA. 2001-2004 (Assessment, Challenges and Strategies)B. 2004-2010 (Tourism Targets)

Philippine Tourism Master Plan 1991-2010

• Scope for Expansion:1. Inability to move large volumes of tourists to

other parts of the Philippines outside the NCR;2. Lack of trained human resources at the

required standard and quantity;3. Institutional overlap and human resources

shortages in the tourism planning, development, financing, and management area;

Philippine Tourism Master Plan 1991-2010

• Scope for Expansion:4. Strong competition for public and private

sector finance; and5. Unpredictable events such as earthquakes,

volcanic eruptions, regional conflicts, internal political disputes and insurgency.

PTMP – Goals and Objectives

• Optimize the contribution of tourism to economic growth at the national and local levels;

• Enhance and contribute to social cohesion and cultural preservation at a local level;

• Develop tourism on an environmentally sustainable basis; and

• Develop diversity of destinations, attractions and markets to minimize exposure to major internal and external threats to tourism activity.

PTMP – Strategies

• Adopt a cluster development approach• Adopt a niche/mass market; and• Work towards a balance of development

between foreign and domestic tourism.

Gateways Cluster Primary Gateway Secondary Gateway

LUZON ManilaLaoag, Ilocos Norte

Subic, ZambalesClark, Angeles CIty

VISAYAS Cebu

IloiloKalibo, Aklan

Panglao, BoholDumaguete

Bacolod

MINDANAODavao City

Zamboanga CItyCagayan de Oro

DipologGeneral Santos City

PTMP – Selected Development Policies

SECTOR SELECTED POLICY

1. Accommodation Development

1.Upgrading and development of accommodation outside the NCR within the recommended satellite destinations

2. Air Transportation2.Designate other domestic and international carriers to service secondary airports in the Philippines;

3. Sea and Land Transportation

3. Upgrade and develop road connections between air and sea ports and centers of tourism activity; and Upgrade rail systems.

PTMP – Selected Development Policies

SECTOR SELECTED POLICY

4. Domestic Marketing-Market segmentation research-Strengthen existing programs designed to promote domestic tourism (Pasyal/Lakbay Aral, Fly Now Pay Later)

5. Foreign Marketing-Overcome loss of confidence on the safety and security of the Philippines -Promoting tourism’s “Good Value”-Providing “Special Offers”-Establishing new brand identities (“wow factor”)

PTMP – Selected Development Policies

SECTOR SELECTED POLICY

6. Product Development

-Focus on one or two attractions in each gateway location;Create at least one “must-see” attraction close to each cluster/ gateway;Improve access to, and information on, existing tourism products;Improve standards of existing tour products and programs;Develop additional day visitor activities at destination areas; andImprove reliability of domestic transportation services.

TMP Programs

Tourism Development Areas (TDAs)• Area 1: Samal Islands (Mindanao)• Area 2: Panglao Island (Visayas)• Area 3: Northern Palawan• Area 4: Tagaytay/Taal/Batangas• Area 5: Baguio/La Union/Ilocos Sur/Ilocos

Norte/Pangasinan

PTMP – Accomplishments (1992-1999)

Accomplishments in the Transportation and Infrastructure Program

• Privatized the Philippine Airlines• Upgraded airports and seaports• Constructed new airport terminal in Manila• Completed the following road development:

– Coron – Busuanga airport, San Juan – Laiya, Naguilian Road, Tagaytay – Talisay, Mactan Island – Cebu city

• Upgraded the Sta Ana Wharf to serve as jump-off point to Samal Island

PTMP – Accomplishments (1992-1999)

Accomplishments in the Marketing and Product Development Program

• Developed marketing programs• Launched the following foreign marketing

campaigns:– Philippines Best of the Islands, Musical Islands

Philippines, Bring Home A Friend, Convention City Manila

– Launched the domestic campaign “Huwag Maging Dayuhan sa Sariling Bayan”

PTMP – Accomplishments (1992-1999)Accomplishments in the Marketing and Product Development

Program• Develop new product offerings

– Developed special tour programs/ packages– Conceptualized historical and cultural tour programs

• Developed new product offerings– Pursued ecotourism and adventure/ nature tourism

programs• Diversify product offering

– Developed the Gardens of Malasag Ecotourism Village and the Philippine Christmas Village

– Promoted the Vigan and Taal Heritage Village– Promoted the Angono Petroglyphs

PTMP – Accomplishments (1992-1999)

Accomplishments in the Other Programs• Prepare environmental protection and management

programs– Implemented capability building programs on environmental

management, EIA and establishing carrying capacity for project implementers, LGUs, and host community

– Pursued the formulation of an environmental management plan for TDAs through a MOA between the DOT and DENR

– Created monitoring bodies for Samal, Panglao and Northern Palawan

MTPDP (2001-2004)

Putting the Philippines on the International Map

• Policy Framework- Geared towards attracting more visitors- Enhanced accessibility (four tourism hubs):

Manila, Cebu, Davao, and Laoag. - Partnership between private sectors and LGU- Diversification of product offerings- A culture of tourism will be instilled in all

Filipinos, making use of volunteerism and partnership among all the stakeholders.

Assessment and Challenges

Philippines has been less successful than its ASEAN counterparts in attracting foreign visitors;

5th among ASEAN members (visitor arrivals, ‘99) Hotel room rates were higher compared to

neighboring regions Tourists arrivals declined from 1.6 to 1.5 million

due to peace and order problems Poor accessibility, low air seats availability

Strategies

1) Develop tourism hubs2) Liberalize civil aviation3) Encourage investments in tourism4) Enhancing tourist products and services5) Make products better and affordable6) Invest in human resource development7) Conduct niche-and-mass marketing

campaigns

Strategies

8) Instilling a tourism culture9) Conduct information campaigns to advocate a

culture of tourism10) Integrate environmental considerations in

tourism and promote ecotourism11) Intensify LGU participation in tourism

development12) Establish the tourism satellite account and

undertake research13) Tap resources for tourism development

MTPDP (2004-2010)

Tourism Targets

Targets (2004 – 2010)

Year

Visitor Arrivals(In Million)

Visitor Receipts(In US$B)

Jobs(in million)

Volume Growth Rate Volume Growth

Rate Volume Growth Rate

2004 2.300 20.6% 2.24 47.4 % 2.81 20.6 %

2005 2.688 16.0 % 2.59 16.0 % 3.25 16.0 %

2006 3.068 15.0 % 2.98 15.0 % 3.74 15.0 %

2007 3.528 15.0 % 3.43 15.0 % 4.30 15.0 %

2008 4.022 14.0 % 3.91 14.0 % 4.91 14.0 %

2009 4.505 12.0 % 4.38 12.0 % 5.50 12.0 %

2010 5.001 11.0 % 4.86 11.0 % 6.10 11.0 %

Revised Targets

Original Targets Revised Target

Tourism Arrivals

5 million tourist arrivals in 2010

3.27 million tourist arrivals in 2010

Visitor Receipts US$ 4.86 billion in 2010

US$3.31 billion in 2010

Jobs Generated 6.10 million in 2010 3.99 million in 2010

Highlights

• The tourism industry has exhibited continuous increase in visitor arrivals, visitor receipts and employment generation.

• The year 2007 was a breakthrough year for Philippine tourism.

• The tourism industry contributed significantly to the economy in terms of GDP contribution and employment generation.

YearVisitor Arrivals

Target(Million)

Volume(Million)

GrowthRate(%)

2004 2.3 2.3 20.1

2005 2.7 2.6 14.5

2006 3.1 2.8 8.4

2007 3.5 3.1 8.7

Visitors arrivals grew by 35% from 2.3 million visitors in 2004 to 3.1 million in 2007.

2007 is a breakthrough year for Philippine tourism when it breached the 3-million mark.

VISITOR ARRIVALS: 2004-2007

Targets (DOT)

YearVisitorArrivals

(in Thousand)

Visitor Receipts

(in US$ Million)

IncrementalJob

Generation

2010 3,327 2,482.76 377,874

2011 3,593 2,681.38 324,699

2012 3,952 2,949.51 438,343

2013 4,427 3,303.46 578,613

2014 4,958 3,699.88 648,047

2015 5,454 4,069.87 604,844

2016 5,999 4,476.85 665,328