region iii tourism masterplan

I. Legal Basis

II. Plan Purpose

III. The Plan

IV. Context

V. Plan Framework

VI. Core Strategy

VII. Action Plan

VIII. Policy Recommendations

IX. Institutional Arrangement

RDC Resolution No. 03-03-2011 (25 February 2011)

“Creating the Special Committee on Tourism of the

13th Regional Development Council III”

To develop a tourism master plan for Central

Luzon consistent with R.A. 9593 ( Tourism Act of

2009) and the Central Luzon Development Plan

To guide actions toward enhancing tourism

development and its accompanying benefits

plan as framework

● develop the region’s tourist attractions or

products

● establish and harmonize the institutions and

systems essential for the efficient

development, promotion and management

of tourism

World Inbound

Travel Trend

Local Travel Trend

1. Tourism Product Development and Marketing

– Underdeveloped or poorly maintained tourist attractions

– Fragmented tourism planning and development

– Low level of and uncoordinated marketing and promotions

• limited resources

• lack of organized tourism packages

• poor coordination among tourism industry players

• low level of market research

– Focus on Subic and Clark as tourism destination

2. Access – Lack of regular public transport system

– High transport cost

– Travel between points (outside of the Subic-Clark Corridor) hampered by:

• traffic

• inefficient, inadequate and uncoordinated transport system

• lack of directional signages and visitor information centers

– Poor or no access roads

3. Governance and Human Resource

Development

– Lack of coordination among industry players

– Need for:

• improving systems and policies for facilitating tourism investment and delivering quality services

• developing/enhancing capacities for tourism planning and implementation of development programs

• developing skills and capacities of manpower compatible with the requirement of the tourism industry

VISION:

“Must Experience”

Destination in Asia

Developing Competitive Destinations for Inclusive Growth

Central Luzon as One of Priority Cluster Destinations with the following

Tourism Development Areas (TDAs):

TDA1: Subic-Clark-Tarlac Corridor

TDA2: Nueva Ecija

TDA3: Pampanga

TDA4: Bulacan TDA5: Zambales

TDA6: Bataan TDA7: Aurora

Developing Competitive

Products and Destination

and Promotion

Improving Access and

Connectivity

Improving Governance

and Tourism Workforce

Development

Goal

Development

Strategy:

Priority

Cluster

Destination

Strategic

Directions

and Actions

Nati

on

al T

ou

rism

Dev

elo

pm

en

t P

lan

C

en

tral L

uzo

n T

ou

rism

Acti

on

Pla

n

Tourism

Development

Areas

Strategy

Action Plan

Subic-Clark-Tarlac Corridor

•Subic as Sports, MICE,

Leisure Tourism Center

Nueva Ecija: Agri-

tourism Destination

Zambales:Beach and

Mountain Escape

Pampanga:

Culinary Hotspot

Bulacan: Cultural/

Historical Hub

Bataan: Historic Place of

Valor

Aurora: Surfing Get

Away

Tarlac: Nature and

Pilgrimage Site

Regional Action Plan for

Developing Competitive

Products and Destination

and Promotion


Improving Access and

Connectivity


Improving Governance

and Tourism Workforce

Aurora: Surfing and Country Get Away

*All photos taken from the web

Bataan: Historic Place of Valor


Dambana ng Kagitingan

Mt. Samat

First Line of Defense Marker

Layak, Dinalupihan

Diwa ng Bataan (Surrender Site Marker)

Bulacan: Arts, Cultural & Historical Center


Nueva Ecija: Agri-Tourism & Nature Adventure Destination


Pampanga: Culinary Hotspot


Subic-Clark: Leisure, Sport & MICE Hub


Tarlac: Pilgrimage and Eco-tourism Sites


Zambales: Beach & Mountain Hideaway


Anawangin Cove

A. Developing and Marketing Competitive Tourist

Destination and Products

PRODUCT DEVELOPMENT

1. Organize Clusters of TDAs

2. Rehabilitate/develop TDAs

• Conduct diagnostic assessment of sites

• Formulate local tourism area/site development plans/business plan

• Implement site improvement

focusing on unique features, such as architecture, customs and

traditions

aesthetic enhancement/ beautification

Open space/ amusement or green park development

Development of walk paths, local art or craft shops

Providing areas or venues for sports or outdoor recreation



PRODUCT DEVELOPMENT

3. Develop new market-competitive destinations and products

cruise tourism package (i.e. Subic-Puerto Galera-Boracay Cruise) large convention facilities in Clark and Subic entertainment/amusement, sports, ecotourism, wellness, medical and

retirement tourism facilities integrated resort

4. Establish Tourism Enterprise Zones (TEZs) and investment incentives

5. Conduct Cultural Mapping

6. Implement preservation and development of cultural and

historical heritage

7. Develop or improve accommodation and other service facilities

8. Intensify promotion of tourism-local industry linkage

Tourism Action Plan_w.ppt



MARKETING AND PROMOTION

1. Develop and promote a unified tourism brand

2. Assess target markets

3. Mobilize various media to help promote CL’s attractions

4. Harmonize marketing and promotion collaterals

5. Organize tour operators

6. Develop tour packages

7. Strengthen market research and database management

Build DOT’s market research database

Network with academic and other institutions

B. Improving Tourism Institutions, Governance and

Human Resource

1. Develop and implement a tourism enterprise accreditation

system and standards

2. Institutionalize/establish policies for regulating and

monitoring tourism enterprises

3. Streamline business permit and licensing system and

reduce cost of doing business

4. Institutionalize local tourism offices and build capacities of

LGUs

5. Determine and establish an appropriate mechanism for

facilitating tourism investment and development [e.g.

Investor’s Assistance Office (IAO)]

6. Strengthen stakeholder partnerships

B. Improving Tourism Institutions, Governance and

Human Resource

7. Strengthen DOT’s capacity as coordinating and facilitating

body

8. Mobilize public and private resource for tourism promotion

and product development

9. Develop competent and productive tourism workforce

10. Intensify tourism security

11. Develop and implement programs for safeguarding

vulnerable groups

12. Formulate and adopt local tourism codes

C. Improving Market Access and Connectivity

1. Organize tourist transport services and rationalize transport

fares

2. Study the possibility of alternative transport mode, in

particular the revival of the port of Orion for Metro Manila

and Central Luzon connection through the western

seaboard

3. Identify and build priority tourism road infrastructure

4. Build/install Visitor Information Centers (VICs), clean rest

stops, directional signage

5. Improve traffic in tourism service centers

6. Promote and improve inter-regional connectivity

Support tourism industry development through provision of appropriate incentives, infrastructure and services

Promote and ensure accreditation of tourism establishments with DOT

Ensure management and protection of the environment and natural resources in TDAs

Pursue preservation and development of the tourism potential of historical and cultural heritage sites/ assets

Ensure reasonable transport fares for locally-regulated PUVs

Ensure ease of access through provision of road infrastructure and traffic management

Promote skills upgrading and licensing of tourism workers

Regulate installation of signboards/billboards, ensuring that the

same are not installed in areas that would block, diminish or

ruin the region’s scenic views/landscapes

Provide for the protection of children, women, IPs, and other

vulnerable groups from the adverse social impacts of tourism

Ensure security of tourists in TDAs

Encourage community participation in tourism planning and

development

Ensure that communities gain the most benefit from tourism

development

Ensure that the local area’s physical development is in

harmony with nature

DOT RDC-SCOT

Oversee/coordinate the

implementation of the CLTAP and

report on progress to the RDC;

Provide technical assistance to

tourism stakeholders for the

effective discharge of their roles

or functions;

Assist LGUs build their capacities

for implementing activities

supportive of the tourism action

plan and the promotion of tourism

in general;

Provide direction or guidelines as

may be necessary in the

implementation of programs or

activities relative to the Plan.

Monitor and assess the Plan’s

implementation;

Provide policy directions and

recommendations that would help

push for the attainment of the

Plan’s objective;

Ensure consistency of contribution

to the overall regional

development thrust and priorities.

LGUs

ASSOCIATION OF TOURISM

OFFICERS IN CENTRAL

LUZON (ATOCEL)

Facilitate implementation of the

plan at the local level through

provision of the necessary

mechanisms and systems;

Provide for the environment

conducive to tourism development

in the area; and

Promote the culture of tourism at

the local level to help create a

tourist-friendly environment and

enhance the local areas’ tourism

attraction.

Assist the DOT in ensuring the

harmonious and coordinated

implementation of the plan

Provide technical assistance in the

implementation of the Plan

Ensure plan implementation at the

local level

CONCERNED GOVT OFFICE

PRIVATE

SECTOR/STAKEHOLDER

ORGANIZATIONS

Support implementation of the

RTAP through appropriate

programs and budget

Ensure that activities are in line

with and supportive of the

objectives of the plan

Develop products in accordance

with the plan

“Pagtulungan po nating itaas

ang antas turismo sa ating

rehiyon!”

West Central Luzon

Cluster: Zambales, Bataan,

SCADC, the Subic

Freeport and Olongapo

City

North Central Luzon

Cluster : Pampanga,

Angeles City, CSEZ,

Tarlac and SCADC

South Central Luzon

Cluster : Bulacan and

Pampanga

East Central Luzon

Cluster: Nueva Ecija

and Aurora

Mt. Pinatubo

Subic-Bataan

Rainforest

Talavera Watershed

Forest Reserve

Yaha Mangrove Patch

and Panglit Marine Sea

Bed Protected Area

Hermana Menor Marine

Protected Area

Pantabangan-

Carranglan Watershed

Balanga Wetland and

Nature Park

Matanda River and

Mangrove Stand

Mt. Tapulao

Biak na Bato

Pawikan Conservation

Project Site

Mt. Arayat National

Park

Bataan National Park

Minalungao National

Park

Pinagrealan National

Park

Roosevelt National

Park

Tourism Action Plan_w.ppt

region iii tourism masterplan

Documents