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
Cultural
resources
Natural
resources
Affinity for
travel and…
Policy rules
and…
6
5
4
Environmental
sustainability
Safety and
security
Health and
hygiene
3
2
Human
resources
Prioritization
of Travel &…
Price
competitive…
ICT
infrastructure
Tourism
infrastructure
Air transport
infrastructure
Ground
transport…
Source: World Economic Forum: 2011
Forecast International Arrivals in World Regions
Middle East
Europe
- South Asia
- Oceania
- South-East Asia
- North-East Asia
Asia and the Pacific
Americas
Africa
2020
2016
2010
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
• 29.1 million domestic travellers*
• US$ 13.3 billion tourism gross
value added*
• 6% share to GDP*
• 3.8 persons employed*
CAGR in 38 years = 7.8%
• 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
* Estimate
DEPARTMENT
OF
TOURISM
1.5 M for 2011 Jan-Apr
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
DEPARTMENT
OF
TOURISM
International Tourism Arrivals & Purpose of Visit
Stronger recent growth off a low historic base
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
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
Tourism Act
Strategic Tourism Planning Process
President’s Social
Contract with the
Filipino People
Philippine Development Plan, 2011-2016
Public Investment Program, 2011-2016
Medium Term
Expenditure
Program
National Tourism
Development Plan, 2011-2016
Tourism
Development
Program
Strategic
Plan
Regional Development Plans
Provincial Tourism Development Plans
Tactical
Plan
Municipal/ City Tourism Development Plans
Tourism Site/ Area Tourism Development Plans
DEPARTMENT
OF
TOURISM
Regional
Investment
Program
Elements of Strategic Planning Process
Stakeholders involvement
•
•
•
•
•
•
National government agencies
Local government units
Legislative bodies
Private sector, businesses
NGOs, POs, vulnerable groups
Local communities
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
16
Regional
(970 pax)
DOT Regional
Offices, NGAs,
LGUs, Private
Sector, NGOs,
others
4
Clusters
(271
pax)
National
(87 pax)
DOT, NGAs, Private
Sector, Investors
and Donors
DOT Regional
Offices, NGAs,
LGUs, Private
Sector, NGOs,
others
NTDP
Defined planning process
•
•
•
•
•
Competitive investigation
Best practices and models
Roadmap
Implementation mechanism
Communication
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
Transparency and accountability
•
•
•
•
•
•
Steering committee
Review process
Approval mechanism
Commitment and buy-in
Champions
Capacity building
DEPARTMENT
OF
TOURISM
Review
Approval
Support
The National Tourism Development Plan
Stakeholders’ Vision:
“TO BECOME THE “MUST EXPERIENCE”
DESTINATION IN ASIA.”
2016 Target
10 million international visitors
Stakeholders’ Goal:
“An environmentally and socially responsible
tourism that delivers more widely distributed
income and employment opportunities.”
Stakeholders’ vision and goal are consistent with
the Philippine Development Plan 2011-2016 that
focuses upon creating sustainable, rapid and
inclusive socio-economic Growth
DEPARTMENT
OF
TOURISM
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
The National Tourism Development Plan
Develop and market
competitive
products and
destinations
•
•
•
•
•
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
Improve market
access,
connectivity and
destination
infrastructure
• 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 tourism
institutional
governance and
human resources
• 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
DEPARTMENT
OF
TOURISM
Cluster Destination Strategy
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
Tourism Cluster
(Groups of LGUs in a Region)
Gateway to
Tourism Cluster
(LGU Capitol)
Tourism
Development
Area (LGUs)
Tourism Site
(Within LGUs)
Visitor Expenditure and Length of Stay
DEPARTMENT
OF
TOURISM
NP-1
1
Cluster Destinations and
Tourism Development
Areas
LEGEND :
International Airport
Principal Airport - Class 1
Principal Airport – Class 2
2
Community Airport 4
NP-2
Sea Port
3
NP-3
5
NP-4
20 strategic thematic tourism
destination Clusters covering
78 Tourism Development Areas
EXISTING Tourist
Development Areas
EMERGING Tourist
Development Areas
1
6
1
7
9
Tourism Cluster
12
10
NP-5
11
15
14
International Gateway
Strategic Destination
Clusters
Pipeline International
Airports
8
13
22
17
20
NP-6
16
18
19
23
21
NP-7
CP-1
24
25
27
26
7 clusters in Northern Philippines
covering 27 TDAs
28
32
30
CP-2
33
29
52
31
50
34
6 clusters in Central Philippines
covering 25 TDAs
47
42
CP-4
38
39
CP-549
SP-1
43
CP-3
53
36
7 clusters in the Southern
Philippines covering 26 TDAs
CP-6
48
41
35
51
40
44
46
54
59
45
37
SP-2
55
68
67
SP-3
62
64
60
56
63
61
58
66
71
78
76
SP-4
72
69
65
SP-7
70
73
74
75
SP-6
DEPARTMENT
OF
TOURISM
77
57
SP-5
Philippines Product Portfolio
Nature
Tourism
Cultural
Tourism
Sun and Beach
Tourism
Leisure and
Entertainment
Tourism
MICE and Events
Tourism
Health,Wellness,
and Retirement
Tourism
Cruise and
Nautical Tourism
Diving and Marine
Sports Tourism
Education
Tourism
DEPARTMENT
Market-product analysis recommends prioritizing nine tourism products
towards enriching the tourist experience and boosting product diversification
OF
TOURISM
Central Visayas Tourism Cluster
Gateway: Mactan - Cebu
International Airport
Tourism Development Areas
TDA 1: Northern Cebu-BantayanMalapascua
TDA 2: Metro Cebu-Mactan-Olango
Island
TDA 3: Southern Cebu
TDA 4: Negros Oriental-DumagueteSiquijor
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
Economic
Social
Cultural
Environment
DEPARTMENT
Descriptors
Data Sources
Tourism revenue
DOT, NSCB
Tourism Gross Value Added
DOT, NSCB
% share to GDP
DOT, NSCB
Tourism employment
DOT, NSCB
Local benefit
DOLE
Poverty incidence
NSCB
Health condition
DOH
Pride of place/cultural value
NM, NCCA
UNESCO Heritage Sites
NCCA, NHCP
Visitor management plan
DENR, EMB
Innovation/ business process
DOT, DTI
OF
TOURISM
Tourism Satellite Account
Sustainable Tourism Indicators
Accreditation
Ecotourism
Accommodation
DEPARTMENT
Indicators
Data Sources
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
Environmental protection
Mgnt Plan
Business practices
Mgnt Plan
Social consideration
Mgnt Plan
OF
TOURISM
Institutionalizing
sustainable tourism
indicators
•Localization
•Database set-up and
management
•Capacity building
•Integration in strategic
planning
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
National Level
Regional Level
Tourism Advisory and
Consultative Bodies
(Tourism Coordination Council and
Tourism Congress)
Regional Tourism
Councils/ Congresses
(DOT-Tourism Congress-Civil Society)
DEPARTMENT
Department of Tourism
Tourism
Promotion
Board
TIEZA + Other
Agencies
Regional Tourism Offices
(DOT-Tourism Congress-Civil Society)
Provincial Tourism
Councils
Local Level
Tactical Level
Local Tourism Councils
and Action Groups
OF
TOURISM
Provincial Level Tourism Service
Centres
City and Municipality Tourism
Units and Private Sector
Lessons Learned
• Clearly defined destination
framework
• Stakeholders participation
• Institutional ownership
Harnessing
Tourism Growth
2004 McKinsey Consulting
• Capacity building
• Flexible planning approach
• Communication plan
DEPARTMENT
OF
TOURISM
1991 Tourism
Master Plan
Sustainable
Tourism
Management Plan
for Central
Philippines
National
Ecotourism
Strategy
Thank you!
For more information, please email your queries at [email protected]
DEPARTMENT
OF
TOURISM