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 mvjasmin@tourism.gov.ph