the philippine national tourism development plan: strengthening
TRANSCRIPT
DEPARTMENT OF TOURISM
The National Tourism Development
Plan: Strengthening the Philippines
Strategic Planning Process
6th UNWTO Executive Training Program,25-28 June 2011, Bhutan
DEPARTMENT OF TOURISM
Presentation Outline
Imperatives for Strategic Tourism Planning
Strategic Tourism Planning Process
The National Tourism Development Plan
Sustainable Tourism Indicators
Lessons from Previous Tourism Plans
DEPARTMENT OF TOURISM
TOURISM ASSETS
AND DESTINATIONS
The Philippines possesses a broad range of natural and cultural heritage
tourism assets as well as a growing number of beach and urban leisure
and entertainment facilities that are competitive in the region
DEPARTMENT OF TOURISM
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 in
the Asia-Pacific • Additional 331 million international visitors
by 2030 – making 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 rulesand…
Environmentalsustainability
Safety andsecurity
Health andhygiene
Prioritizationof Travel &…
Air transportinfrastructure
Groundtransport…
Tourisminfrastructure
ICTinfrastructure
Pricecompetitive…
Humanresources
Affinity fortravel and…
Naturalresources
Culturalresources
Source: World Economic Forum: 2011
DEPARTMENT OF TOURISM
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
(January – April)
• 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
DEPARTMENT OF TOURISM
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 (greater
bulk 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
DEPARTMENT OF TOURISM
Imperatives for Strategic Tourism Planning
• Policy support
• Tourism Act (RA 9593) – legislating
tourism as engine for socio-economic
growth and investment
• Executive Order 29 – promoting pocket
open skies policies in secondary
international gateways
• Investment Facilitation – granting fiscal
and non-fiscal incentives for priority
projects in economic zones, key
development areas, and Tourism
Enterprise Zones
• National Tourism Development Plan
Executive Order No. 29
Tourism Act
DEPARTMENT OF TOURISM
Strategic Tourism Planning Process
Philippine Development Plan, 2011-2016
Public Investment Program, 2011-2016
President’s Social
Contract with the
Filipino People
Medium Term
Expenditure
Program
National Tourism
Development Plan, 2011-2016
Tourism
Development
Program
Regional Development Plans Regional
Investment
Program
Provincial Tourism Development Plans
Municipal/ City Tourism Development Plans
Tourism Site/ Area Tourism Development Plans
Strategic
Plan
Tactical
Plan
DEPARTMENT OF TOURISM
Elements of Strategic Planning Process
Stakeholders involvement
• National government agencies
• Local government units
• Legislative bodies
• Private sector, businesses
• NGOs, POs, vulnerable groups
• Local communities
NTDP
National (87 pax)
16 Regional (970 pax)
4 Clusters
(271
pax) DOT Regional
Offices, NGAs,
LGUs, Private
Sector, NGOs,
others
DOT Regional
Offices, NGAs,
LGUs, Private
Sector, NGOs,
others
DOT, NGAs, Private
Sector, Investors
and Donors
Defined planning process
• Competitive investigation
• Best practices and models
• Roadmap
• Implementation mechanism
• Communication
Situation Analysis Conduct supply and demand analysis, competitive
analysis, as well as past and present performance
Review of Related Plans
Examine processes and accomplishments
Document lessons learned and insights
Action Planning Develop goal, vision and directions, set targets Identify programs, projects, activities, resources Define accountabilities and indicators
DEPARTMENT OF TOURISM
Elements of Strategic Planning Process
Destination
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
DEPARTMENT OF TOURISM
The National Tourism Development Plan
Stakeholders’ Goal:
“An environmentally and socially responsible
tourism that delivers more widely distributed
income and employment opportunities.”
Stakeholders’ Vision:
“TO BECOME THE “MUST EXPERIENCE”
DESTINATION IN ASIA.”
Stakeholders’ vision and goal are consistent with
the Philippine Development Plan 2011-2016 that
focuses 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 national
employment
DEPARTMENT OF TOURISM
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 market competitive
products and destinations
• Expand capacity of international gateways
• Expand connectivity between gateways and key growth markets
• Implement strategic access between international gateways and other clusters
• Implement destination infrastructure program
Improve market access,
connectivity and destination
infrastructure
• 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 tourism institutional
governance and human resources
DEPARTMENT OF TOURISM
Cluster Destination Strategy
Tourism Site
(Within LGUs)
Tourism Cluster
(Groups of LGUs in a Region)
Gateway to
Tourism Cluster
(LGU Capitol)
Tourism
Development
Area (LGUs)
Spatial development concept/
approach based on the areas:
market demand
inclusive growth
respect local boundaries/
jurisdiction
investment friendly
The framework provides for
prioritization of sites,
products and activities
Visitor Expenditure and Length of Stay
DEPARTMENT OF TOURISM
Cluster Destinations and
Tourism Development
Areas
20 strategic thematic tourism
destination Clusters covering
78 Tourism Development Areas
7 clusters in Northern Philippines
covering 27 TDAs
6 clusters in Central Philippines
covering 25 TDAs
7 clusters in the Southern
Philippines covering 26 TDAs
2
3 4
5
12
7
8
9
10
16
14
17
18 23
22
19
1
6
25
27
24
26
32 30
33
34
35
36
37
31
29
28
40
39
38
43
46 44
42
49
50 51
47
48
60
61 63
59
55
53
56 57
54
58
70
69
75
72
74 73
76
78
65
64
67 68
77
11
13
15
20
21
45
52
62
66
71
41
NP-1
NP-3
NP-5
CP-1
CP-2
CP-6
SP-1
SP-2
SP-6
NP-4
SP-7
NP-2
NP-6
NP-7
CP-4
SP-4
CP-3
CP-5
SP-5
SP-3
LEGEND :
1 EXISTING Tourist Development Areas
1 EMERGING Tourist Development Areas
International Airport
Principal Airport - Class 1
Principal Airport – Class 2
Community Airport -
Sea Port
Tourism Cluster
International Gateway Strategic Destination Clusters
Pipeline International Airports
DEPARTMENT OF TOURISM
Nature
Tourism
Cultural
Tourism
Sun and Beach
Tourism
Cruise and
Nautical Tourism
Leisure and
Entertainment
Tourism
MICE and Events
Tourism
Health,Wellness,
and Retirement
Tourism
Diving and Marine
Sports Tourism
Philippines Product Portfolio
Education
Tourism
Market-product analysis recommends prioritizing nine tourism products
towards enriching the tourist experience and boosting product diversification
DEPARTMENT OF TOURISM
Central Visayas Tourism Cluster
Gateway: Mactan - Cebu
International Airport
Tourism Development Areas TDA 1: Northern Cebu-Bantayan-
Malapascua
TDA 2: Metro Cebu-Mactan-Olango
Island
TDA 3: Southern Cebu
TDA 4: Negros Oriental-Dumaguete-
Siquijor
TDA 5: Tagbilaran-Panglao Island
Product Theme MICE, Business, resort, history,
events, sightseeing, entertainment,
shopping, ecotourism
2016 Tourist Targets International: 3.1 million
Domestic: 2.3 million
Market Access and Connectivity
– Cebu terminal expansion and runway
improvement
– Gateway marketing program (e.g. World
Routes)
– Seamless connection from Mactan
Airport to tourism development areas
– Tagbiliran terminal expansion
– Need for a Bohol gateway
Destination & Product Development
Tourism Enterprise Zones in Cebu and
Panglao
Improvement to 17 heritage sites
(Php 500 Million)
Linking communities to tourism supply
chain
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
DEPARTMENT OF TOURISM
Sustainable Tourism Indicators
Type 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
DEPARTMENT OF TOURISM
Sustainable Tourism Indicators
Accreditation 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
Institutionalizing
sustainable tourism
indicators
•Localization
•Database set-up and
management
•Capacity building
•Integration in strategic
planning
DEPARTMENT OF TOURISM
NTDP - Building Partnership
• Convergence program
• Sustainable tourism –
biodiversity conservation
framework (DOT-DENR)
• National Ecotourism
Strategy (DOT-DENR)
• Guidebook on tourism
planning
• Process for national and
local tourism planning
• Standards
• Indicators
DEPARTMENT OF TOURISM
Destination Management Framework
National Level
Regional Level
Local Level
Tourism Advisory and
Consultative Bodies (Tourism Coordination Council and
Tourism Congress)
Regional Tourism
Councils/ Congresses (DOT-Tourism Congress-Civil Society)
Provincial Tourism
Councils
(DOT-Tourism Congress-Civil Society)
Local Tourism Councils
and Action Groups
City and Municipality Tourism
Units and Private Sector
Department of Tourism
Tourism
Promotion
Board
TIEZA + Other
Agencies
Regional Tourism Offices
Provincial Level Tourism Service
Centres
Strategic level Tactical Level
DEPARTMENT OF TOURISM
Lessons Learned
• Clearly defined destination
framework
• Stakeholders participation
• Institutional ownership
• Capacity building
• Flexible planning approach
• Communication plan
1991 Tourism
Master Plan
Harnessing
Tourism Growth
2004 McKinsey Consulting
Sustainable
Tourism
Management Plan
for Central
Philippines
National
Ecotourism
Strategy
DEPARTMENT OF TOURISM
Thank you! For more information, please email your queries at [email protected]