Department of Tourism – Region III
RD Ronnie Tiotuico
Excerpted from a handbook produced by CONSERVATION INTERNATIONAL
Adapt to the unexpected, Create the desirable, Avoid the undesirable.
Workshop Outline
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About RA 9593 and Local Tourism Officers / Councils
Visitor arrivals
Visitor friendly test
Questions about your place. What do you offer?
What tourism / eco-tourism is all about
What tourism planning is all about? Why is it important?
How to become a successful destination (Video)
Worksheet (SWOT)
About branding
NTDP / SCAD Plan
The eight (8) phases of tourism planning
What DOT can do for you
National Policy of Tourism
“The State declares tourism as an indispensable element
of the national economy and an industry of national
interest and importance, which must be harnessed as an
engine of socio - economic growth and cultural
affirmation to generate investment, foreign exchange and
employment, and to continue to mold an enhanced sense
of national pride for all Filipinos.”
- Section 2, Tourism Act of 2009 (RA 9593)
DOT Mandate
“The Department of Tourism shall be the primary planning,
programming, coordinating, implementing and regulatory
government agency in the development and promotion of the
tourism industry, both domestic and international, in coordination
with attached agencies and other government instrumentalities. It
shall instill in the Filipino the industry’s fundamental importance in
the generation of employment, investment and foreign exchange.”
Shared responsibilities between national and
local governments
“Coordination between National and Local Governments. – In view of the
urgent need to develop a national strategy for tourism development while
giving due regard to the principle of local autonomy, the Department of
Tourism, the DILG and LGUs shall integrate and coordinate local and national
plans for tourism development.
“Local Tourism Development Planning. – LGUs, in consultation with
stakeholders, are encouraged to utilize their powers under the Local
Government Code of 1991, to ensure the preparation and implementation of a
tourism development plan, the enforcement of standards and the collection of
statistical data for tourism purposes.
Functions of Local Tourism Officers
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Preparation of local development plans
Enforcement of tourism standards, laws, rules and
regulations
Reports on status of tourism plans and programs, tourist
arrivals and inventory of tourism enterprises, employment,
occupancy rates, inventory of tourism products and
resources
Investment opportunities / investment code
Coordinate with DOT in development and promotion of local
tourism
Functions of Local Tourism Councils
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Assist in the regulation and supervision of tourism-related establishments;
Assist in the matter of licensing of tourism establishments to ensure safe an
enjoyable stay of travelers;
Enforce sanitary standards in public restrooms and tourist transport
services;
Initiate programs for tourism development
Focus on environmental protection
Classify and evaluate tourism destinations, sites and activities
Guide LGUs in the development and implementation of tourism programs
(source: RA 9593 and DILG MC 95-162)
“DOT’s ultimate goal is to attract not only more tourists, but
also better tourists that stay longer and spend more –
generating more value for our country.”
MORE tourists and MORE value for the Country…
Visitor Arrivals by Country in Region III (2012-13)
Country
2012
2013
Total
2.0 M
2.4 M
USA
39,131
45,806
Korea
30,465
44,324
Japan
30,829
28,026
Singapore
8,156
34,329
China
7,088
151,034
Malaysia
7,811
21,173
Visitor Arrivals by Province in Region III 2013
Province
2013
Subic
1.8 M
Clark
648,921
Pampanga
301,776
Bataan
99,550
Aurora
79,699
Bulacan
50,383
Nueva Ecija
19,910
Tarlac
19,504
Zambales
17,896
NOTE: The following 10 questions provide approximation to determine the level of
friendliness of a certain tourist-oriented place. Provide 10 points for each favorable
answer. A passing score is 60. Anything less may probably spell trouble.
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Are the central access points to your community equipped with visitor information
centers or do they provide instructions to easily accessible information?
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Should a place be the primary access point, does it provide a full range of visitor
information services (e.g. accommodation, tourist booth, visuals on-site, etc.)?
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Do visitor facilitators – hotels, restaurants, jeepneys, calesas, cabs, buses receive
any formal training and does a system exist to monitor the quality of visitor
facilitator services?
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Do hotels/lodges offer in-house television access channels for visitors with
information on events, attractions, restaurants, and things to do?
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Is a single organization or agency responsible for visitor business and are public
funds provided for its activities?
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Does that organization or agency have a marketing profile of visitors, and is
this profile used for marketing activities?
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Does the place’s hospitality industry accommodate foreign visitors’ needs
(language, directions, special interests, do’s and don’ts)?
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Does a range of accommodation exist to meet actual or expected visitor needs
(by price range, size of facilities, access to site)?
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Is access to sites, attractions and amenities (events, recreational, central
location) easily available at reasonable cost and frequency?
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Does the place welcome visitors and accommodate their needs (commercial
hours, credit cards, language, signage, traffic, parking, public services)?
Tourism is all about people who are travelling to and staying in places away from
their home. Tourism can involve travel for business, for pleasure, to visit friends and
relatives or for other reasons such as shopping or personal business.
All overnight trips are considered tourism. And, anyone travelling out-of-town and 40
kilometers or more one way from home on a same-day trip is a tourist. There are
exceptions – travel to work, for education, for military purposes, migration, and
routine trips (those made at least once a month) are not tourists.
Ecotourism Society
“A purposeful travel to natural areas to understand the culture and natural history of
the environment taking care not to alter the integrity of the ecosystem while
producing economic opportunities that make the conservation of natural resources
beneficial to local people.”
Pacific Asia Travel Association
“A form of tourism inspired primarily by the natural history of an area,
including its indigenous cultures. The ecotourist visits relatively
underdeveloped areas in the spirit of appreciation, participation and
sensitivity. Non-consumptive use of wildlife and natural resources
and contributes to the visited area through labor or financial means
aimed at directly benefiting the conservation issues in general and to
the specific needs of the locals.”
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Natural area
Undisturbed
Wildlife (plants and animals)
Cultural biodiversity
Educational to tourists
Conservation of nature
Benefits to local community
Rich natural attractions and conducive to travel
Unique features and education to visitors
Rich in flora and fauna, endemic/endangered species
Not frequented by commercial tourists
Native traditions of local people remain untouched
Rich in biodiversity
Beneficial to local host population
In 1950, only 25 million international tourists worldwide. In 1997, nearly 25 times larger at
613 million international arrivals. In 2010, 935 million arrivals. Forecast: 2020 at 1.5 billion
arrivals.
Direct receipts stood at US$448 billion
WTO predicts by 2010, arrivals will increase to 1.018 billion or 71% more tourists than in
1996.
Direct receipts to rise to US$1.55 trillion by 2010
• Domestic generally outnumber intl tourists
• More than 3 billion people travel around their own country every
year
• Economic activity generated by domestic and intl tourism in 1998
is predicted to be US$4.4 trillion, providing employment to 230
million people worldwide
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Increasing wealth and leisure time
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Decreasing travel cost
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Airline industry expansion
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Fewer travel restrictions
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Countries pursuing tourism as means to create
jobs, diversify their economies and earn foreign
currency
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Tourism as a source of private profit and
economic development
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Younger, better educated and better informed
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Individualized trips, a wide range of activities and more “authentic” experiences
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Nature such as beaches, coral reefs, rain forests and wildlife
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Focus on unspoiled and less developed areas
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Tourists now have higher sense of environmental and social responsibility
• Survey in the Philippines showed that 70% of tourists were willing
to spend US$50 more per trip to conserve the areas they visited
• Tourists are choosing not to visit areas that have been degraded
Let’s do some planning
Issues and Concerns
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What are the important tourism development issues in your
community?
Would it be infrastructure?
Would it be human resources development?
Would it be attraction or tourism product improvement?
Is there a need for more marketing and promotion activities?
What should be done first?
How much will it cost to spend on what element of tourism
development?
Basic Elements of Tourism Development Planning
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Tourist attractions / inventory and mapping
(natural, cultural, historical)
Tourist facilities and Services (Infrastructure,
accommodation establishments, facility survey,
supply data)
Market / visitors (visitor survey, visitor profile, etc.)
Critical points: Safety / security, transportation,
good infrastructure and quality services
ALL THESE CONSTITUTE YOUR PRODUCT
DEVELOPMENT
Basic Concepts in Marketing
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Positioning is how a destination is perceived (seen) by
potential and actual visitors in terms of the experiences
(and associated benefits) that it provides relative to
competing destination.
Brand is not only a trademark (logo or icon), but a main
experience and image that reflects the destination’s
positioning. In short, it is a PROMISE to potential
tourists. The brand is represented in the form of an
image logo.
LET’S WATCH A VIDEO!http://video.travelzoom.si/tz2013_vilar_step_by_step_brand_assessment/
Workshop #1: What is your BRAND?
A brand is a name and symbol or design that
identifies and differentiates your destination or
product. It is your promise to your customers and
tells them what they can expect.
Elements of a successful destination:
Quality of experience with appeal
Outstanding customer service
Quality experience that is easy to plan and buy
Offering good value
Meeting and exceeding customer expectations
Products and Amenities that meet contemporary
standards
Infrastructure and services
How to become a successful tourist destination
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You need to be on the map (physical and mental)
You need to inspire tourists to come and visit / return
Initial assessment (criteria):
Hard (important)
Soft (critical)
- to be safe / politically stable
- to be known
- to have good infra
- to be perceived for something
- to be accessible (transportation)
- to be loved
- to offer quality service
- to offer a unique experience
How do you assess your destination?
• Developing a theme for product ID and
development for tour operators or a
community
• Guide for future actions
• Solve future problems
• Predict future scenarios
• Systematic or a logical sequence of
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steps
An opportunity to evaluate alternatives
Community-based
and
supports
community economic development
Iterative and dynamic
Integrated and comprehensive
Let’s do a little SWOT analysis
Why are we underperforming?
Access
Destinations
& Products
Promotions
Let’s do a little exercise on this one….
Workshop #2 : Strengths, Weaknesses, Threats and
Opportunities
Attractions & Activities
Natural Areas
Festivals and Events
Specialty Shopping / Dining
Destination Accommodation
Other Experiences
Amenities and Services
Other – Infra, marketing, tourism industry
assns, community resources
Central Luzon Tourism Cluster
Clark International Airport
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Tourism Development Areas:
TDA 1: Subic – Clark –
Tarlac Corridor
TDA 2: Nueva Ecija
TDA 2: Pampanga
TDA 4: Bulacan
TDA 5: Zambales
TDA 6: Bataan
TDA 7: Aurora
Theme:
Entertainment/amusement,
sports, beach resort, events,
MICE, ecotourism, wellness,
medical and retirement
tourism
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Destination and Product
Development
 Mixed used resorts in
Clark, Zambales, Subic
 Improvement to 16
heritage sites (Php 140
Million)
 Linking communities to
tourism supply chain
Development Impact
 2010: 72,000 jobs
 2016: 75,000 additional
jobs
Core Themes
Aurora
Surfing and Country Get Away
Bataan
Historic Place of Valor
Bulacan
Arts, Cultural and Historical Center
Nueva Ecija
Agri-Tourism and Nature Adventure Destination
Pampanga
Culinary Hotspot
Subic-Clark
Leisure, Sports, MICE Hub
Tarlac
Pilgrimage and Ecotourism Site
Zambales
Beach and Mountain Hideaway
Overview: Steps in Planning Process
Form a planning committee
The Situation Analysis
Who are your visitors?
Who might be your future
visitors
Establish a Vision / Goals /
Objectives
Develop the Action Plan
Implementation / Monitoring
/ Evaluation
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Phase I Mission Statement and Goal Setting
Phase II Resource Inventory and Analysis
Phase III Market Analysis
Phase IV Product Market
Matching/Theme/Concept
Phase V Overall Development Plan
Phase VI Tour Product Development
Phase VII Market Strategy
Phase VIII Implementation Strategy
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what is important and deeply cared about
the opportunity to serve a need
the values to be protected
what business are you in
overall purpose for community existence
Mission means expectations/values; Goals means aims
or purposes; Objectives means quantified targets; and
strategies means types of action
• Example: Mission (Be healthy); Goal (Lose Weight);
Objective (Lose 10 lbs by Oct. 5); Strategy (Diet and
exercise)
Setting a Strategic GOAL and
VISION/MISSION
SETTING A GOAL?
A GOAL NORMALLY STATES THE
DESIRED IMPACT ONE WANTS TO
ACHIEVE.
“A FASTER GROWING MORE
SUSTAINABLE AND INCLUSIVE
PHILIPPINE TOURISM SECTOR
ATTRACTING AROUND 10 MILLION
INTERNATIONAL ARRIVALS BY
2016.”
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SETTING A
VISION/MISSION?
IS A SHORT STATEMENT ABOUT
WHAT WE WANT TO BECOME.
“TO BECOME ONE OF THE
MOST PREFERRED
DESTINATIONS IN ASIA.”
• Mission:
To provide socially and environmentally responsible tourism at a profit
• Goal:
Implement sustainable economic development
• Objectives:
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Increase visitor spending
Identify areas of unique value for conservation
Attract more tourists
Decrease leakages
Expand the tourism season
State you Mission:
State your Goal:
State your Objectives:
All resources are inventoried on the ff:
criteria:
1. attractiveness
2. ability to draw visitors
3. accessibility and availability of services
4. integrity
5. contribution to environmental and cultural protection.
Ecotourism Products can be grouped according to:
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natural or environmental
community
heritage or historic
cultural
outdoor recreation
tourism services
special events
information/interpretive services
Product
Location
Type of Product
Description
There are two sources of market demand that can contribute to determining an
ecotourism product.
• primary research, including questionnaires and interviews with the
travel trade; and
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secondary or desk research including the analysis of written data or
both the local markets as well as the international tourism markets.
Primary research generates data, directly from the travel trade or
consumers that is used to shape the ecotourism product. It is gathered
by:
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informal observation of the ecotourism market
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surveys or interviews with members of the travel trade (wholesalers,
tour operators and local suppliers such as hotels and resorts, guides,
adventure tour operators, NGOs, etc.)
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questionnaires distributed to visitors in your
region/province/community that potentially represents the ecotourism
market
Secondary or desk research is provided by the literature and survey results that
have been prepared by others. At the regional, provincial or community level, it may
include:
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visitor exit surveys
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surveys of the adventure market since there is very little available data on the
ecotourism market
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adventure travel surveys in other provinces or regions
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market research from consumer magazines that provide nature-based tourism
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national/regional planning agencies, travel associations, city/municipal or
provincial tourism offices
Product/Resource
Market
Depending on your location, the competition
may be in an adjacent province or region, or
another ASEAN country. It is important to
appreciate that similar ecotourism operators in
an adjacent area may be a collaborator or
contributor to your overall package.
Name of Competitor? _______________
Its Product Component: _____________
Its Competitive Features and Special Appeal?
_________________________
Market Origin? _____________________
Price Structure? ___________________
Marketing Approach? _______________
Note: This phase is very important and is
essential to preparing a professional,
marketable ecotourism product. This
workshop provides an introduction to this
process. Final product development requires
additional training and understanding to be
provided in a regional product development
workshop.
• Preparation of Daily Itinerary
• Securing all services and suppliers
• Establish Price Structure
• Developing a partnership with tour operators and
wholesalers
Date:
Time:
Places to Visit/Activities:
Special Events:
Services/Facilities to be offered:
Total Net Cost:
Date and time
Places to Visit
Remarks
Items
Description
Quantity
Total
It responds to the definition of tourism / eco-tourism
It responds to the development strategy
It meets Important tourism / eco-tourism criteria
Suggested Components of a Marketing Budget:
ADVERTISING e.g. brochures, newsletter, newspaper
SALES e.g. trade shows, fam trips, exhibits and displays, AVPs, web
MARKETING e.g. data analysis, surveys, questionnaires
OTHER (social media, etc.)
Project/Program
Timetable
In-charge
Budget
ROLES AND RESPONSIBILITIES
There are variety of agencies, associations,
organizations and companies responsible for the
implementation of a Development Strategy. A matrix that
outlines the specific responsibility assure response to
the opportunity as well as Action.
Let’s do the plan….
Objective
Action Steps
Who will lead the effort? / Who are your partners?
What resources are needed? Where will they come from?
Major Constraints and Issues
Timetable
Measurement / Review
NTDP Action Plan for CL
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Identify and designate Tourism Enterprise Zones (for incentives)
Attract more investments
Enforce mandatory accreditation of tourism enterprises (primary and secondary),
enforce tourism standards / rules and regulations
Safeguard natural / cultural heritage sites
Safeguard vulnerable groups (indigenous, children, women)
PPP-based marketing strategy (new tourism brand, domestic tourism campaign,
roadshows, etc.)
Expansion of airport / route development
Establishment of tourist information centers
Formulate local tourism development / destination marketing / regulation
Safety and security (TOP COP seminars)
New tourism packages (attractive and competitive)
Discover / develop new market competitive products
Inventory of tourism assets / attractions / products (database)
Tourism road projects (DOT and DPWH convergence)
SCAD Tourism Roadmap 2011 – 2016
Strategic Directions
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Develop and market competitive destination products
 Tour packages / circuits
 Market strategy for the Corridor
Develop sustainable destination infrastructure / increase supply of competitive facilities
and services
 Promote development of new products
 Implement services infrastructure
 Implement tourism standards for primary and secondary establishments
Enhance international and domestic connectivity
 Develop terminal projects in Clark / auxiliary infrastructure
 Develop cooperation programs (sisterhood) with domestic and international airports
 Develop or improve roads to create seamless movements
 Visa upon arrival and long-stay visa program
 Consider cruise tourism program
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Build and/or strengthen institutions
 Professionalize local tourism office
 Create coalition of tourism stakeholders for greater participation
 Work with DOT, DTI, DSWD, DILG re: integration of indigenous communities,
unskilled, women, elderly, retirees in the tourism value chain
 Develop a program with DILG and DOJ-BI to create a secure and safe
environment / prevent human trafficking
 Work with DENR for environmental programs
 Work with DA and DOT to identify areas geared toward agri-tourism
 Work with DTI and DOT to identify new areas for community-based projects
(handicrafts, furnishings)
 Implement activities for skills capabilities, professional tourism training, human
resource networking
 Develop research network among tourism schools and institutions
Workshop # 9: Action Plan
Action Steps
Who?
Partners
Resources
Needed
Major
Constraints
Timetable
Monitoring
What DOT can do for you
Manpower development program for industry personnel
 Capacity building for LGUs (effective customer service)
 Data gathering / visitor survey / visitor profile
 Preparation of local tourism development plan
 Preparation of local investment code (BOI)
 Classification / accreditation of tourism facilities
 Convergence program (DPWH / DILG / DSWD / DTI)
 Production of IEC collaterals / maps
 Web / online marketing (visitmyphilippines.com / Facebook)
 Assistance to festivals and special events
 Designation of tourism enterprise zones (TIEZA)
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My Contact Information:
tourismregion3@gmail.com
support@visitmyphilippines.com
Website:
www.visitmyphilippines.com
Facebook.com/ronnie.tiotuico