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

Policy rules
and
Cultural 6 Environmental
resources sustainability
Ranked 94 against 139 countries in 2011 Natural
resources
5
4
Safety and
security

Ranked18 in Asia-Pacific Affinity for

travel and
3 Health and
hygiene

Maintained an overall score at 3.7 for past Human

2
Prioritization
of Travel &
3 years
resources

Price Air transport

competitive infrastructure
ICT Ground
infrastructure transport

Opportunities for tourism growth in Tourism

infrastructure

the Asia-Pacific
Source: World Economic Forum: 2011

Additional 331 million international visitors Forecast International Arrivals in World Regions

Middle East
by 2030 making the region the second Europe
- South Asia
2020

most visited destination - Oceania

- South-East Asia
2016

2010
Increase in regional travel - North-East Asia
Asia and the Pacific

5.7% annual growth in outbound travel Americas

Africa

0,0 100,0 200,0 300,0 400,0 500,0 600,0 700,0

Million Arrivals

DEPARTMENT OF TOURISM
Tourism Performance

Unprecedented growth in 2011

3.9 million international visitors CAGR in 38 years = 7.8%
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

1.5 M for 2011 Jan-Apr
(January April)
1.5 million international visitors
32% of target 4.6 million visitors
US$ 1.2 billion in international
receipts
* Estimate

DEPARTMENT OF TOURISM
Imperatives for Strategic Tourism Planning
International Tourism Arrivals & Purpose of Visit

Past performance Stronger recent growth off a low historic base

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

DEPARTMENT OF TOURISM
Imperatives for Strategic Tourism Planning
Policy support
Executive Order No. 29
Tourism Act (RA 9593) legislating
tourism as engine for socio-economic
growth and investment

Executive Order 29 promoting pocket

open skies policies in secondary
Tourism Act
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

DEPARTMENT OF TOURISM
Strategic Tourism Planning Process

Presidents Social Medium Term

Philippine Development Plan, 2011-2016
Contract with the Expenditure
Filipino People Public Investment Program, 2011-2016 Program

Tourism
Strategic National Tourism Development
Plan Development Plan, 2011-2016 Program

Regional
Regional Development Plans Investment
Program

Provincial Tourism Development Plans

Tactical
Plan
Municipal/ City Tourism Development Plans

Tourism Site/ Area Tourism Development Plans

DEPARTMENT OF TOURISM
 Elements of Strategic Planning Process

Stakeholders involvement 4
Clusters
National government agencies DOT Regional
16
Regional
(271
(970 pax)
pax)
Local government units Offices, NGAs,
LGUs, Private
DOT Regional
Offices, NGAs,
National LGUs, Private
Legislative bodies Sector, NGOs,
others (87 pax) Sector, NGOs,
others
Private sector, businesses
DOT, NGAs, Private
NGOs, POs, vulnerable groups Sector, Investors
and Donors
Local communities NTDP
Situation Analysis
Conduct supply and demand analysis, competitive
Defined planning process
analysis, as well as past and present performance
Competitive investigation
Review of Related Plans Best practices and models
Examine processes and accomplishments Roadmap
Document lessons learned and insights
Implementation mechanism
Action Planning
Develop goal, vision and directions, set targets Communication
Identify programs, projects, activities, resources
Define accountabilities and indicators

DEPARTMENT OF TOURISM
Elements of Strategic Planning Process
Promote balance
Destination
Competing needs
Supply
Limited resources
Carrying capacity
Cultural values
Tourism
Local benefits
Demand
Local and national issues

Transparency and accountability

Steering committee
Review process
Approval mechanism Review Approval Support

Commitment and buy-in

Champions
Capacity building

DEPARTMENT OF TOURISM
The National Tourism Development Plan

Stakeholders Vision:
TO BECOME THE MUST EXPERIENCE 2016 Target
DESTINATION IN ASIA.
10 million international visitors
Stakeholders Goal:
35.5 million domestic travellers
An environmentally and socially responsible
US$ 24.7 billion TGDVA
tourism that delivers more widely distributed
income and employment opportunities.
8.1% share to GDP

Stakeholders vision and goal are consistent with 6.8 million people employed
the Philippine Development Plan 2011-2016 that
focuses upon creating sustainable, rapid and 17% share to national
inclusive socio-economic Growth employment

DEPARTMENT OF TOURISM
The National Tourism Development Plan

Adopt cluster destination concept and product portfolio

Develop and market Raise standards of facilities and services
competitive
Facilitate investments and lower business cost
products and
destinations Safeguard natural and cultural resources, and vulnerable groups
Implement marketing and promotions

Improve market Expand capacity of international gateways

access, Expand connectivity between gateways and key growth markets
connectivity and Implement strategic access between international gateways and
destination other clusters
infrastructure Implement destination infrastructure program

Improve tourism Pursue shared responsibility of national and local governments

institutional
governance and Develop competent, well motivated and productive work force
human resources Improve governance relating to safety, security and handling tourists

DEPARTMENT OF TOURISM
Cluster Destination Strategy

Tourism Cluster
Spatial development concept/
(Groups of LGUs in a Region)
approach based on the areas:
Gateway to
market demand Tourism Cluster
(LGU Capitol)
inclusive growth
respect local boundaries/
Tourism
jurisdiction Development
investment friendly Area (LGUs)

The framework provides for

Tourism Site
prioritization of sites, (Within LGUs)
products and activities

Visitor Expenditure and Length of Stay

DEPARTMENT OF TOURISM
 1
NP-1 LEGEND :

Cluster Destinations and

International Airport
Principal Airport - Class 1

Tourism Development
Principal Airport Class 2
2

Community Airport -

Areas
NP-2 4 3 Sea Port
6
1 EXISTING Tourist
5
NP-3 Development Areas
EMERGING Tourist
NP-4 1
7 Development Areas

20 strategic thematic tourism

9
12
10
Tourism Cluster
11
NP-5 8 International Gateway

destination Clusters covering

14 15
13
Strategic Destination
20 17
22
Clusters

78 Tourism Development Areas

Pipeline International
NP-6 16
18
19
Airports
23
21

NP-7 24
CP-1
25
27
26 28

7 clusters in Northern Philippines 32

30

CP-2
covering 27 TDAs 33

31
29
52

34 50 51
40 CP-6

6 clusters in Central Philippines 41 48

47
42
35
CP-4 38

covering 25 TDAs CP-3

39

43
CP-549
SP-1
36 53
44 46
54
45 59

7 clusters in the Southern 37

67 SP-3 60
55

57
SP-2

Philippines covering 26 TDAs

68
56
61 63
62 58

64 66
78 71

76 72
SP-4 69

65
70

73
SP-7 74

75 SP-5
SP-6
DEPARTMENT TOURISM
77

OF
Philippines Product Portfolio
Nature Cultural Sun and Beach Leisure and
Tourism Tourism Tourism Entertainment
Tourism

MICE and Events Health,Wellness, Cruise and Diving and Marine

Tourism and Retirement Nautical Tourism Sports Tourism
Tourism

Education Market-product analysis recommends prioritizing nine tourism products

Tourism 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
DEPARTMENT OF TOURISM
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
Sustainable Tourism Indicators

Type Descriptors Data Sources

Economic Tourism revenue DOT, NSCB
Tourism Gross Value Added DOT, NSCB
Tourism Satellite Account
% 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

DEPARTMENT OF TOURISM
Sustainable Tourism Indicators

Accreditation Indicators Data Sources

Ecotourism Community participation Report Institutionalizing
Environment sustainability DENR, EMB sustainable tourism
indicators
Cultural sensitivity Report
Education and ethics Program Localization
Local benefits Report
Database set-up and
Visitor satisfaction Survey
management
Responsible marketing Collaterals
Conservation Program Capacity building

Accommodation Environmental protection Mgnt Plan Integration in strategic

Business practices Mgnt Plan planning
Social consideration Mgnt Plan

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
Strategic level Tactical Level

Tourism Advisory and Department of Tourism

Consultative Bodies
National Level (Tourism Coordination Council and
Tourism Congress)
Tourism
TIEZA + Other
Promotion
Agencies
Board
Regional Tourism
Councils/ Congresses Regional Tourism Offices
Regional Level (DOT-Tourism Congress-Civil Society)

Provincial Tourism Provincial Level Tourism Service

Councils Centres
(DOT-Tourism Congress-Civil Society)

Local Level
Local Tourism Councils City and Municipality Tourism
and Action Groups Units and Private Sector

DEPARTMENT OF TOURISM
Lessons Learned

Clearly defined destination

framework 1991 Tourism
Harnessing Master Plan
Tourism Growth
Stakeholders participation

Institutional ownership 2004 McKinsey Consulting

Capacity building National

Sustainable Ecotourism
Tourism Strategy
Flexible planning approach Management Plan
for Central
Philippines
Communication plan

DEPARTMENT OF TOURISM
Thank you!
For more information, please email your queries at mvjasmin@tourism.gov.ph

DEPARTMENT OF TOURISM