Role of Regional Offices in Destination and
Product development
By Ludwig Rieder, Tourism Advisor, Asia Foundation,
28 May 2012
Implementation of the Philippine National Tourism Development Plan
THE
PHILIPPINE NATIONAL
TOURISM DEVELOPMENT PLAN
2011-2016
1
Market Development Priorities
New markets should be targeted, thus avoiding dependency on the main three
markets
Tourism Market
Prioritization
Japan, USA, South Korea,
China
Strategic markets
ASEAN, (mainly Singapore
and Malaysia), Australia,
Taiwan, Hong Kong, Canada
Opportunity/Niche
Markets
India, Germany, UK, Russia
The criteria to set priorities for markets are: the potential market size and its interest in the
Philippines’ products, current average length of stay, compound annual growth rate 2001-2010,
current average expenditure, current market share in arrivals to the Philippines, the present grade
of accessibility to reach the destination from each market and the estimated 2011-2016 growth.
Implementation of the Philippine National Tourism Development Plan
Key markets
2
Product Portfolio Development Priorities
Cultural Tourism
Sun and Beach
Tourism
Leisure and
Entertainment
tourism
MICE Tourism
Health,Wellness,
and Retirement
Tourism
Cruise &
Nautical Tourism
Diving and
Marine Sports
Tourism
Education
Tourism
Market-product analysis recommends prioritizing
Nine tourism products enriching the tourist
experience and boosting product diversification
Implementation of the Philippine National Tourism Development Plan
Nature based
Tourism
3
INCLUSIVE DESTINATION
CONCEPT
NP-1
1
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
1
7
9
Tourism Cluster
12
10
NP-5
11
15
14
International Gateway
Strategic Destination
Clusters
Pipeline Greenfield
International Airports
8
13
22
17
20
NP-6
16
18
19
23
21
NP-7
CP-1
24
25
27
26
28
32
30
CP-2
33
29
52
31
50
34
CP-6
40
48
41
47
42
35
51
CP-4
38
39
CP-549
SP-1
43
CP-3
53
36
44
46
54
59
45
37
55
68
67
SP-3
62
64
60
56
63
61
66
78
76
SP-4
72
69
65
SP-7
70
73
74
75
SP-6
77
Implementation of the Philippine National Tourism Development Plan
20 strategic thematic tourism
destination clusters covering 78
Tourism Development Areas
 7 strategic clusters in Northern
Philippines ( North Luzon, CAR,
CALABARZON, NCR ) covering 27
tourism development areas
 6 strategic clusters in Central
Philippines (MIMAROPA, Bicol, The
Visayas) covering 25 tourism
development areas
 7 strategic clusters in the
Southern Philippines (Mindanao)
covering 26 tourism development
areas.
EXISTING Tourist
Development Areas
EMERGING Tourist
Development Areas
1
6
SP-2
57
58
71
SP-5
TOURIST DEVELOPMENT AREAS
NP-1
1
LEGEND :
International Airport
Principal Airport - Class 1
Northern Philippines
Batanes Islands
Babuyan Islands
Cagayan Coast
Laoag-Pagudpud
Vigan
Tuguegarao-Tabuk
Ilagan & Isabela Coastal Areas
Quirino
Central Cordillera
Benguet-Baguio-Ifugao-Mt. Province
Nueva Vizcaya
La Union Coast
Western Pangasinan Loop
East Pangasinan Tourism Circuit
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
Lingayen Coast & Islands
Subic-Clark-Tarlac Corridor
Nueva Ecija
Pampanga
Bulacan
Zambales Coast
Bataan Coast and Inland
Aurora
Metro Manila and Environs
Nasugbu-Looc-ternate-Cavite Coast
Laguna de Bay
Batangas Peninsula
Quezon Coast and Islands
Principal Airport – Class 2
2
Community Airport -
NP-2
Camarines & Catanduanes
Albay-Sorsogon-Masbate
Marinduque Island
Romblon Islands
Puerto Galera
Southwest Mindoro Coast
Busuanga-coron-Culion Islands
San Vicente-El Nido-Taytay
Puerto Princesa
Southern Palawan
Bacolod-Silay
Metro lloilo-Guimaras
Boracay Island-Norther Antique-Kalibo
NP-4
54. Surigao City Lake Mainit
55. Butuan City Cabadbaran
56. Agusan Marsh
57.
58.
59.
60.
61.
62.
63.
64.
65.
Agusan Sur-Hinatuan
Agusan Sur-Bislig
Camiguin Island
Cagayan de Oro City-Misamis Or. Coast
Iligan City / Lanao Del Norte
Tangub Bay-Ozamiz-Oroquieta
Bukidnon
Zamboanga Sibugay
Zamboanga City-Sta Cruz-Isabela
1
1
7
9
Tourism Cluster
12
10
NP-5
11
14
International Gateway
Strategic Destination
Clusters
Pipeline Green Field
International Airports
8
15
13
22
17
NP-6
16
18
19
23
21
Capiz
Northern Cebu-Bantayan-Malapascua
Metro Cebu-Mactan-Olango Islands
Southern Cebu
Negros Oriental-Dumaguete-Siquijor
Tagbilaran-Panglao
Northeastern Leyte-Basey-Marabut Area
Northwestern Leyte-Biliran Area
Southern Leyte Area
West Samar
Eastern Samar Area
Northern Samar
NP-7
2
4
27
2
6
32
CP-2
CP-1
25
2
8
3
0
33
29
52
31
34
5
0
4
0
41
47
4
2
35
CP-4
38
CP-549
43
CP-3
3
6
66. Pagadian City-Zamboanga Del Sur
Cluster
67. Dapitan
68. Dipolog
69. Davao City-Samal Island-Davao del
Norte
70. Davao del Sur
71. Compostella Valley – Davao Oriental
72. Cotabato Province-Mt. Apo
73. South Cotabato – Lake Sebu
74. Sultan Kudarat
75. Gen. Santos – Sranggani
76. Cotabato City
77. Basilan-Tawi Tawi- Jolo
78. Lanao del Sur - Maguindanao
51
4
8
39
Southern Philippines
53. Dinagat Siargao Islands
EXISTING Tourist
Development Areas
EMERGING Tourist
Development Areas
NP-3
5
2
0
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
Sea Port
3
6
Central Philippines
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
4
4
4
53
4
6
54
59
45
55
6
0
SP-3
6
2
6
4
5
6
6
3
61
6
6
78
SP-4
SP-7
7
6
6
9
72
6
5
7
0
SP-2
57
58
71
73
74
75
SP-6
77
CP-6
SP-1
37
6
6 7
8
Implementation of the Philippine National Tourism Development Plan
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
SP-5
NTDP Regional Office Roles
• As managers of the overall tourism development process
• As a catalyst to stimulate and promote investment in
product development and ensuring product quality
• As coordinator of domestic promotional activities
• As a monitor of performance against specified targets
Role Summary:
• Regional Offices as Regional Destination and Product
Development Offices
Implementation of the Philippine National Tourism Development Plan
• As coordinators of tourism related public sector tourism
infrastructure investments
• Regional Directors Cluster Destination Managers
6
NTDP Proposed Functions of
Regional Offices
• Mainstreaming the destination clusters, and their TDAs into
the development plans at the RDC and LGU level
• Capacity building and technical assistance to LGUs
• Accreditation and certification of tourism enterprise
standards
• Introduction and operation of LGU-based tourism statistical
system
• Monitoring, evaluation, and reporting
Implementation of the Philippine National Tourism Development Plan
• Coordination of planning, infrastructure and product
development initiatives within and between TDAs of their
clusters