2. Developing and Marketing Competitive Tourist Destinations and Products
The regional stakeholders noted that in order to facilitate the flow of tourism to the existing
and emerging tourism development areas, priority should be given to the following
subprograms:
»
Designing and implementing a sustainable tourism transportation and destination
infrastructure program to increase their capacity to handle growth in a sustainable
way;
»
Facilitating a concerted product development program offering a diverse range of
products to the domestic and international markets giving special attention to the
development of large mixed use tourism complexes in the vicinity of main
international airports, and non-urban, community-based tourism programs in
strategic locations;
»
Designing and implementing a PPP-based mandatory tourism enterprise
accreditation/certification system to raise the competitiveness of Philippine tourist
facilities and services;
»
Facilitating tourism investment, and simplifying business set-up and initial licensing
and licensing renewal procedures;
»
Safeguarding natural and cultural heritage sites, and vulnerable groups (women,
children and indigenous groups) in the SCDs; and
»
Designing and implementing a five-year PPP-based and funded marketing strategy
and one-year rolling action plan targeting key growth markets focusing on marketing
high quality products and experiences in the existing and emerging tourist
development areas that are “must experience” in nature.
The related programs and projects to achieve this strategic outcome are set out below.
2.1
Implement a Sustainable Tourism Destination Infrastructure Program
Description of Program
The design and implementation of a within cluster destination transportation and
infrastructure development is essential in order to ensure that they have the necessary
capacity to handle increased domestic and international tourism growth between 2011 and
2016. In this context, the program seeks to: (i) improve the air, sea and road connections
between the main entry points in the SCDs and their TDAs; (ii) where necessary improve
water, power, sanitation, and solid waste management, and basic public sector tourist
support services in the TDAs of the SCDs; and improve last mile access, visitor and nearby
community infrastructure at key tourist sites in the vicinity of the TDAs in each SCD. The
program will be achieved through two subprograms:
»
Designing and implementing a TDA utilities and tourist support services infrastructure
development subprogram within the SCDs; and
»
Designing and implementing a tourist site access infrastructure subprogram.
1
Philippine National Tourism Development Plan 2011-2016
Proposed Subprograms and Projects
2.1.1
Designing and Implementing Services Infrastructure in Tourist Development
Description and Projects
Time Frame
The implementation of this subprogram will involve the design and implementation of
three projects:
»
Project 1: The project involves the provision of water and power supply and water
treatment in destination centers. Locations of the subprojects are in the following.
Tourism Development Areas
Center
Northern Philippines Tourism Area
NP-2B Cagayan Coast
Tuguegarao-Penablanca
NP-3A Laoag-Pagudpud
Laoag-Burgos
NP-3B Vigan
Vigan-Sta Catalina-Bantay
NP-4A Tuguegarao
Tuguegarao
NP-5A Central Cordillera
Baguio City - La Trinidad
Banawe-Lagawe
NP-5B Benguet-Baguio
Sagada
NP-5C Nueva Vizcaya
Mt Pulag
NP-6A La Union Coast &
Bauang-San Fernando-San
Hinterland
Juan
NP-6B Lingayen Coast &
Alaminos-Bolinao
Islands
NP-8C Laguna de Bay
Los Banos-Bay
NP-8DNasugbu-Looc-Ternate- Ternate-Naic
Cavite Coast
NP-8F Batangas Peninsula
Tagaytay City
Central Philippines Tourism Area
CP-1B Camarines Sur
Naga City
Caramoan
CP-1C Legaspi-Sorsogon
Legaspi-Daraga
CP-3A Puerto Galera
Puerto Galera
CP-3C Busuanga-Coron-Culion Busuanga
Islands
CP-4B Puerto Princesa
CP-5A Boracay-Carabao Island
Boracay
CP-6B Iloilo-Guimaras
Iloilo
Guimaras
Bantayan Island
CP-7A Northern CebuBantyan Island
CP-7CTagbilaran- Panglao
Panglao
Island
CP-9A Carigara Bay-Leyte Gulf Tacloban
Southern Philippines Tourism Area
SP-1A Dinagat-Surigao Islands Dinagat
SP-5A Dapitan
SP-5B Dipolog
Dapitan
Dipolog
SP-7A Davao City-Samal
Island Davao del Norte
SP-7B Tiboli-Mt. Apo Forest
Area
Samal Island
Description
Project 1:
Starting date:
2012
Until 2014
Solid waste management
Solid waste management
Solid waste management
Power supply
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Water supply
Solid waste management
Water supply
Solid waste management
Solid waste management
Water supply
Power supply
Solid waste management
Solid waste management
Power supply
Solid waste management
Solid waste management
Solid waste management
Water supply
Water supply
Solid waste management
Solid waste management
Power supply
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Solid waste management
Power supply
Water supply
Project 2:
Philippine National Tourism Development Plan 2011-2016
2
2.1.1
Designing and Implementing Services Infrastructure in Tourist Development
»
Project 2: Design and construction tourists information centers in 26 destination
centers located nationwide
Starting date:
2012
Until 2013
»
Project 3: The project involves the construction of transport terminals and
services in 26 destination centers located nationwide
Project 3:
Starting date:
2012
Until 2014
Lead Stakeholders
Strategic Partners
Project 1: DOT, LGU, DOH, DILG
Project 2: DOT
Project 3: DOT, DOTC, LTO, LTFRB
Project 1: Tourism Councils, Chamber of Commerce,
CSOs
Project 2: Tourism Council, LGU
Project 3: Transport owners, LGU, Operators and drivers
associations
Destinations for implementation
All clusters
Estimated Cost (PhP)
Project 1: 1,530,376,000
Project 2:
5,690,000
Project 3: 12,020,000
2.1.2
Potential Financing Sources
Project 1 Official Development Assistance and DOT and Local funds
Project 2 DOT funds
Project 3 DOT funds
Designing and Implementing Tourism Site Access and Visitor Infrastructure
Improvements
Description and Projects
Time Frame
This subprogram seeks to undertake site visitor improvements at 152 sites giving
first priority to the 92 sites in the 9 SCDs with international airports. The
subprogram will be implemented in two projects:
»
Project 1: Improvement, rehabilitation and upgrading of approximate 450
kilometers of roads in destination centers and to 152 sites into all weather
condition.
Project 1:
Starting date: 2012
Implementation:
5 years until 2016
Scopes of works include upgrading from earth to gravel and gravel to asphalt
concrete pavement, improvement of road and off road elements, and
rehabilitation of damaged sections
»
Project 2: Site Visitor Improvements at 99 priority sites in 9 SCD with
International Airports:
This project comprises the following tasks:
- Improvements to immediate site access and parking.
- Provision of visitor center and interpretation facilities.
- Provision of outlets for sale of food, beverage and souvenir items.
- Provision of potable water and sanitary rest rooms.
- Provision of solid waste management.
- Provision of viewing platforms, trails, and directional/interpretative
signage;
- Site restoration and conservation works.
- Site safety measures; and
- Training for site managers and local communities in interpretation,
tourism management, and site operation and maintenance.
-
Monitoring and evaluation of progress
Philippine National Tourism Development Plan 2011-2016
Project 2.
Starting date:
Immediate through to
2014 with continuing
monitoring and
evaluation
3
2.1.2
»
Designing and Implementing Tourism Site Access and Visitor Infrastructure
Improvements
Project 3: Site Visitor Improvements at 53 priority sites in other SCDs without
International Airports
This project comprises the same typical tasks as those listed in Project 1 above.
Project 3.
Starting date: 2013
through to 2016 with
continuing monitoring
and evaluation
Attachment __ to this Appendix set out the cost estimates for the 152 sites.
Lead Responsible
Strategic Partners
Project 1: DOT, Provincial Government
Project 2: DOT (TIEZA) and Major Land Owners
Project 1: LGUs, Tourism Councils, CSOs, DPWH, DA, DAR
Project 2: Investors and Financial Institutions, LGUs, DENR,
DTI, SEC, and BIR
Project 3: Bilateral and multi-lateral financial institutions,
LGUs, DENR, DTI (OTOP), DA, etc.
Project 3: DOT (TIEZA) and site managers
(DENR, LGUs, etc.)
Destinations for Implementation
All Strategic Cluster Destinations giving priority to NP-3-Central Luzon Clark), CP-6-Central Visayas (MactanCebu), SP-6-Davao Coast & Hinterland (Davao), CP-5-Western Visayas (Iloilo), CP-4-Palawan (Puerto-Princesa),
NP-2-Laoag-Vigan (Laoag), Cagayan de Oro Coast and Hinterland, SP-5-Zamboanga peninsula (Zamboanga), and
NP-7-Metro Manila-CALABARZON (NAIA).
Estimated Cost (PhP 000s)
Project 1: P 3,735,060
Project 2: P 2,427,043
Project 3: P 1,957,383
2.2
2.2.1
Potential Financing Sources
Project 1: DOT/LGUS/Donors (consider private sector
funding and operations)
Project 2: DOT (consider private sector funding and
operations)
Project 3: DOT (consider private sector funding and
operations)
Develop Diversified Tourism Products that Engage Local Communities
Developing Major Mixed-use Tourism Complexes in the Vicinity of the
International Airports
Description and Projects
Time Frame
4
Philippine National Tourism Development Plan 2011-2016
2.2.1
Developing Major Mixed-use Tourism Complexes in the Vicinity of the
International Airports
This subprogram seeks to bring about the development of major themed mixed-use
tourism centres in the vicinity of the man secondary international airports of ClarkSubic, Mactan-Cebu, Davao, Cagayan de Oro, Iloilo, Puerto-Princesa, and Laoag. The
subprogram involves 14 projects. Specifically, large to medium-scale mixed use
integrated tourism complexes are proposed at the following locations:
- Clark and Subic based on:
 leisure, entertainment, theme attraction, shopping, MICE,
education, medical, and sports tourism centers in Clark (1);
and
 leisure, entertainment, beach resorts, wellness, sports,
education, wintering/retirement tourism, cruise ship, and
sports centers in Subic (1) and Zambales (1).
- Cebu and Mactan based on leisure, entertainment, MICE, shopping,
beach and island resort, wellness and medical, cruise ship, and
wintering/retirement tourism (2).
- Davao based on leisure, entertainment, MICE, shopping, beach resort
(Samal Island), wellness, sports, marine, and cruise ship tourism (1).
- Cagyan de Oro—near Laguindingan International Airport based on
leisure, entertainment, MICE, shopping, resort, wellness, sports,
marine and cruise ship tourism (1).
- Iloilo based on leisure, entertainment, education, MICE, shopping,
wellness and medical, and wintering/retirement tourism at the old
Iloilo Airport site with cruise ship facilities at the entrance to the Iloilo
River (1).
- Puerto-Princesa based on leisure, entertainment, MICE, shopping,
resort, wellness, sports, marine, and cruise ship tourism (1).
- Laoag based on leisure, entertainment, MICE, shopping, resort,
wellness, sports, marine and cruise ship tourism (1).
- Manila based on leisure, entertainment, MICE, shopping, resort,
wellness and medical, and sports tourism in the Manila Bay, Makati,
Fort Bonifacio Global City, Quezon City, Cavite, and Nasugbu area (5).
»
Project 1: Encouraging the Development of major mixed-use tourism
complexes
This project comprises the following tasks:
- Meet with the major landowners in the vicinity of each secondary
international airport to
- Identify sites and discuss interest in undertaking these developments.
- Where appropriate, provide TEZ designation and full range of
incentives to those that indicate interest in developing their sites along
the lines proposed in the NTDP.
- Assist in developing access, power, water, sewerage and solid waste
management infrastructure in support of the development of the
centers.
- Provide one stop zoning, ECC, business setup and other support
through TIEZA
- Support the funding of the projects through introduction of potential
partners, participation in investment road shows and providing loan
credit guarantees.
- Support the operations of the completed tourism centers by inclusion
in international and domestic marketing programs.
- Monitoring and evaluating progress on a regular basis.
Project 1.
Starting date:
Immediate through to
2014 with continuing
monitoring and
evaluation
5
Philippine National Tourism Development Plan 2011-2016
2.2.1
Developing Major Mixed-use Tourism Complexes in the Vicinity of the
International Airports
» Project 2: Developing community participation in the tourism value chain at and in
the vicinity of the 99 natural and cultural heritage tourism sites located within
the SDCs with international airports
This project comprises the following tasks:
- Review the list of sites identified by the stakeholders in the SCDs with
primary or secondary international airports and assess their scope for
enhanced community participation in these and in the tourism value
chain in the vicinity.
- With support of an interested bilateral or multi-lateral financial
institution, design a community-based tourism value chain
participation program centered on the priority tourism sites as set out
in Attachment __ to this Appendix. The program will include the
following initiatives:
 Community participation in the planning and design of the
interventions in each location;
 Outside private sector participation in the operations and
marketing of the commercial elements of direct communitybased tourism initiatives such as accommodations, tours, etc.;
 Linking local communities and tourism outlets in the region to
supply them with handicraft, vegetables, fruits, meats,
furnishings, decorations, and building materials;
 Providing credit, training and materials, and supplier contracts
support to local communities;
 Providing training in hospitality, cooking, food and beverage
service, in and local tour guiding;
 Providing improved community-based access, water, sanitation,
lighting and solid waste management;
 Providing long-term mentoring support through appropriate
NGOs; and
 Monitoring and evaluation of progress.
- Seek funding for the community based tourism value chains program
through grants and program loans from interested bilateral and multilateral financial institutions.
- Implement the community-based tourism value chains program.
-
Project 2.
Starting date:
Immediate through to
2014 with continuous
monitoring
Monitoring and evaluation of progress.
Lead Responsible
Strategic Partners
Project 1: DOT (TIEZA) and Major Land Owners
Project 2: DOT (TIEZA) and site managers (DENR,
LGUs, etc.)
Investors and Financial Institutions, LGUs, DENR, DTI, SEC,
and BIR
Bilateral and multi-lateral financial institutions, LGUs,
DENR, DTI (OTOP), DA, etc.
Destinations for Implementation
NP-3-Central Luzon Clark), CP-6-Central Visayas (Mactan-Cebu), SP-6-Davao Coast & Hinterland (Davao), CP-5Western Visayas (Iloilo), CP-4-Palawan (Puerto-Princesa), NP-2-Laoag-Vigan (Laoag), SP-5-Zamboanga peninsula
(Zamboanga), and NP-7-Metro Manila-CALABARZON (NAIA).
Estimated Cost (PhP 1,000)
13,895,6401
Project 1: P
Project 2: P 349,933
Potential Financing Sources
Bilateral and multi-lateral financial institutions
Bilateral and multi-lateral financial institutions
1
Assumes 14 sites with total developed area of 440,000 m2 at average cost of P31,581/m2 at 2011
prices.
Philippine National Tourism Development Plan 2011-2016
6
2.3
Implement a PPP-based Mandatory Tourism Enterprise Accreditation System and
Facilitate Tourism Investment and Lower Cost of Business
Description of the program
This program aims to design and implement a compulsory accreditation system for primary
tourism activities in 3 years (by 2014) and keep a voluntary approach for secondary activities
(addressed not only to tourists but also to the general public). Then, in the following years
until the end of the NTDP time frame (2016), to consolidate, refine and add more value to
the system.
Objectives
In the context described above the following objectives are targeted:
»
Extensive use of international standards / references
»
The Philippines context needs to be taken into account: differences between islands,
regions; opportunity to highlight differentiating factors.
»
Establish and grant a smooth and efficient accreditation and re-accreditation exercise
»
Ensure the long-term sustainability of the accreditation system
»
Take care of the internal and external image of the accreditation system: fairness,
consistency and reliability, integrity, transparency
»
The accreditation system should be thought as and become a tangible support to
marketing and promotion of companies and destinations, instead of just being an
administrative tool
»
In line with this last objective, the accreditation scheme should constitute an useful and
reliable tool for the end users (tourists and residents) to get information and make a
choice based on some minimum price-quality relationship criteria
Proposed Subprograms and Projects
2.3.1
Design and Implementation of a PPP-based Mandatory Tourism Enterprise
Accreditation System
Description and Projects
Strategy – guiding principles:
Clear reference to international standards as a reference for the accreditation
criteria, but still considering some local particularities.
Working in collaboration with many stakeholders in order to elaborate and
implement the accreditation system: tourism enterprises associations; other
government agencies, in particular TEZA.
Work in close coordination with LGUs in order to link Municipal Activity license
and DOT Accreditation both during the initial issuance process and for the
renovation.
Enhance the value of the accreditation for accredited companies versus non
accredited
In that line establish a system to impose fines and penalties for companies
violating the system: operating without accreditation or not respecting
standards anymore. Furthermore, market needs to be informed by official
communication means about closure or suspension of activities of companies,
whenever applicable.
Accreditation is not forever, as there needs to be a periodic renovation, which
Philippine National Tourism Development Plan 2011-2016
Time Frame
7
2.3.1
-
»
Design and Implementation of a PPP-based Mandatory Tourism Enterprise
Accreditation System
implies checking again the standards of the companies that received an
accreditation.
Likewise, assume that accreditation standards need to be reviewed periodically
as to reflect market evolution and that an on-going research mechanism needs
to be established to monitor market changes
Project 1: Framework paper and TOR for enterprise accreditation & certification
system
Project 1:
Starting date:
2011
Implementation:
end of 2011
This first project is taking place during the elaboration of the NTDP and consists in
elaborating a framework paper that will set the strategic vision and the way forward
for this new accreditation system.
Determining the scope of tourism activities to be accredited
Determining typologies and categories (whenever applicable) for each
tourism
activity in the basic compulsory approach to accreditation
Determining the main lines of an advanced accreditation approach
Defining the principles to establish complete, specific and reliable standards
for each activity, type and category of product/service to be accredited
Establishing the management approach for the implementation of the
designed accreditation system, which will include issues like authority &
responsibility, application and registration process, inspection / audit
process and certification process.
Determining how the new accreditation should be used and promoted
internally (to the Philippines tourism companies) and externally (to the
travel intermediaries and the end consumer, both domestic and
international)
Elaborating a rollout plan for implementation including roles and
responsibilities, timing, human and financial resources and funding scheme.
»
Project 2: Establish Task Force to supervise design/implementation of the system
This project should start in parallel with the end of project 1 and should be based on
the principle of Public Private Partnership. Although the DOT has the Authority and
responsibility for the Accreditation system, the latter should be designed and
implemented with the active participation of the private sector.
The DOT has already initiated a consultation process for the technical design of the
accreditation system for hotels, which is based on a regional consultation with the
managers of hotel companies.
This initiative needs to be reinforced by the creation of a Task Force at 2 levels:
National: by establishing a committee of experts with a broad point of view
and understanding on the tourism sector, which could look at the
accreditation system as a whole. This Committee would be in a position to
validate and improve the general approach for the accreditation system, as
well as to link and understand the correlation between different sectors of
activity within the tourism sector. This general Committee should also be
divided into sub-committees working on specific sectors of activity: tourism
guides, hotels, other types of accommodation, intermediation services
(travel agencies and tour operators), etc. Each sub-committee should
participate in the development and implementation of the specific
standards for each sector of activity. Therefore the National Task Force has
a major role during the technical design / redesign phase and act as a
promoter of the accreditation system at international and domestic levels..
Regional/provincial by reproducing the national Task Force model at a
Regional level. This would mean that once a technical draft of standards for
any tourism activity is ready and has been produced and agreed at national
level by the Task Force, the draft document would be circulated to the
Provincial /regional level in order to get comments regarding some
potential issues regarding the application of the regulation. It is not
Philippine National Tourism Development Plan 2011-2016
Project 2:
Starting date:
2011
Implementation:
 Design phase:
2011 and 2012
 Implementation
phase: 2012
until 2016
8
2.3.1
Design and Implementation of a PPP-based Mandatory Tourism Enterprise
Accreditation System
suggested to go through an in-depth technical discussion with each of the
regional/provincial task forces as it would be very difficult to manage, but
rather to collect specific and focused observations that might improve the
draft regulation. However a more important role could be given to the
regional/provincial level during the implementation phase by means of a
technical advisory / endorsement role to certify accreditation proposals
made by the inspection teams. The regional/provincial task forces could
confirm the proposals, provide advice for a revision of a proposal if they
consider that the companies / individuals do not meet the regulations
requirements and standards; and also act as a supporter of strong decisions
to be taken by the DOT regarding the closure or downgrading of a company
/ personal activity. The legal Authority and Responsibility will always remain
in the hands of the DOT, as per the Tourism Law.
»
Project 3: Contract consultant firm to design, pilot, set up and provide training on
the system
A large number of sectors of activities need to be covered through the new Tourism
Law. Although many of them already are regulated, the type and scope of technical
standards need to be thoroughly changed and extended. Although national and
regional “experts” will be appointed to join the Task Forces, there is a need for the
elaboration of an initial draft for discussion, based on international standards, instead
of starting from scratch as it is not an efficient process, and international expertise is
needed in the discussions.
Project 3:
Starting date:
2011 and
throughout 2012
Then, to reduce implementation issues the designed standards should be tested on a
set of representative tourism destinations in pilot regions/provinces.
The consultant would also support the DOT in the set up of the whole management,
promotion and financing system for implementation, acting as an advisor to design
and test the implementation scheme once again in 3/5 pilot destinations. The
implementation scheme would then be fine tuned before scaling up to reach all the
Philippines.
An important part of this technical assistance would consist in establishing the
training system and also in delivering the training to the core DOT inspection team.
All these tasks should be supported by the elaboration of manuals that would then
remain in hands of the DOT and be used for scaling up and on-going updates of the
accreditation scheme.
The profile of the consultant firm should be international having the experience of
designing and implementing accreditation systems in other countries paired with a
good understanding of the Philippines reality.
»
Project 4: Roll out implementation
The main goal of this project is to successfully certify / re-certify the estimated 6,000
companies / personal activities (tourist guides for instance) already certified by the
DOT today, plus an unknown number of companies that might be licensed by the
Municipalities but are not certified by the DOT today .This task could also include
companies operating illegally today.
In order to meet this goal in 2 years (from the date of publication of the new
Regulations) many tasks need to be done:
Which should be the application and registration process by the company?
How to work in collaboration with the local Authorities / Municipalities /
LGUs?
Priorities need to established as to the companies to be attended first in
terms of inspections/ audits
The estimated number of inspections to be carried out in 2 years
Philippine National Tourism Development Plan 2011-2016
Project 4:
Starting date:
2011
Planning
implementation:
2011 and part of
2012
2-year initial
implementation
after publication
of new regulations
: from 2012 until
9
2.3.1
Design and Implementation of a PPP-based Mandatory Tourism Enterprise
Accreditation System
-
How many inspections can be targeted by team of inspectors per day?
How many inspectors are needed?
Where these inspectors are needed depending on the geographical
concentration of the tourism supply?
Which kind of contract should be established with the inspectors?
Who pays for the inspection and certification?
How often should certified companies be inspected?
How to handle issues like companies that do not meet all the standards but
are able and willing to fix the deficient standards?
How to deal with companies complaints about the inspectors’ reports?
How to set up certification commissions at regional/ provincial level within
a PPP scheme
How to set up an audit scheme to ensure the reliability of the whole
inspection system by means of random audit of inspected companies
maximum 2014
On-going
implementation
from 2014 to 2016
In addition to the technical issues, other aspects of the system also need to be
defined and implemented:
- Promotion of the new accreditation scheme to the entrepreneurs and
managers of tourism companies
- Promotion to the travel intermediaries, the press and the end users
(domestic and international tourists)
- Internal management structure of the DOT at national and provincial levels
- Cooperation scheme with other DOT departments and with external
stakeholders to generate public private partnership schemes
- Cost management of the whole system and funding
- Supervision and audit of the accreditation system itself
Roll out of the implementation starts with an important planning and set up phase,
which should run in parallel with the technical design of the standards for the
accreditation system.
The whole inspection/ auditing, co-ordination, promotion, awareness, training,
funding system needs to be in place before the publication of the new detailed
accreditation regulations. Such a task might require 6 months but it is essential to be
ready to act immediately and efficiently.
This design and set up should be done by the DOT with the support of an external
experienced consultant.
Finally an initial period of 2 years is estimated to carry out the whole accreditation
exercise throughout the whole territory for the more than 6,000 companies that
need to go through the application, registration, inspection and certification process,
some voluntarily and others by imposition of the DOT.
In order to be on the safe side, 4,000 companies are added to the 6,000 already
accredited, in order to attend the additional needs of non already accredited
operating companies:
- Companies operating with a Municipality License but no DOT
accreditation;
- Companies operating illegally and that would voluntarily or by legal force
apply for Municipality License and DOT certification
- New companies to be created.
The plan and budget is established for the initial 2 years and would then need to be
assessed and revised for the remaining part of the NTDP up to 2016. These last years are
not accounted for in the present sub-programme as the conditions will be different in
terms of number of companies to be inspected every year and even the way to do it might
be revised based on the 2-year initial experience.
Lead Stakeholders
Strategic Partners
10
Philippine National Tourism Development Plan 2011-2016
2.3.1
Design and Implementation of a PPP-based Mandatory Tourism Enterprise
Accreditation System
DOT department of Tourism Accreditation and
its sections
DOT provincial offices
Private
sector
Commissions
at
National
and
Regional/Provincial levels constituted as Task Forces to work
together with the DOT in the design and implementation of
the system
DOT department of Tourism Planning
DOT department of Tourism Product development
DOT department of Tourism Promotion
DOT provincial offices / delegations
LGUs
Regional Economic Development Commissions
Destinations for implementation
At a national level
Estimated Cost (USD)
Potential Financing Sources
Project 1: already part
of NTDP consulting
budget
Project 2: US$ 20,000
Project 3: US$ 250.000
Project 4: US$ 425.000
Contingency:
US$
60,000
TOTAL: US$ 755,000
Accreditation fee to be paid for 2 years by each company
International donors such as German co-operation Agency (already collaborating
with the DOT)
DOT budget
TOTAL COST OF ACCREDITATION PROGRAM FOR YEARS 2012 AND 2013 (inclusively)
US$ 755,000
COST ALREADY BUDGETED BY DOT FOR 2012 & 2013 (extrapolation from 2012 budget)
US$ 642,000
COSTS FOR YEAR 2014 (extrapolation from 2012 DOT budget)
US$ 321,000
BUDGET GAP FOR YEARS 2012 AND 2013
US$ 113,000
COSTS FOR YEAR 2014 (extrapolation from 2012 DOT budget)
US$ 321,000
COSTS FOR YEAR 2015 (extrapolation from 2012 DOT budget)
US$ 321,000
COSTS FOR YEAR 2016 (extrapolation from 2012 DOT budget)
US$ 321,000
TOTAL ESTIMATED COST OF ACCREDITATION PROGRAM FOR YEARS 2012 TO 2016
US$ 1,605,000
2.4
Facilitating Investment and Simplifying Tourism Business Permits and Licenses
Description of the program
A key constraint to investment and business operations in the tourism sector—as in many
other areas of the economy—has been the perceived risks of the Philippines in this area. In
the tourism sector, the main risks have been noted as:
»
lack of information about the strategic development plan for the sector and the type and
location of investment opportunities within this framework;
»
inconsistent public sector support—flip-flopping, local public and private sector partners
do not deliver on what is promised;
»
long delays in securing the necessary clearances, permits and licenses to construct and
operate tourist facilities and services;
»
use of the Philippine legal system as a tool to frustrate investment; and
»
corruption in the tax, business permit and licensing areas.
While a number of these issues are already being addressed at a broader level, in the
tourism sector, the following key initiatives could be taken to improve the situation in the
tourism sector:
Philippine National Tourism Development Plan 2011-2016
11
»
Identifying an annual private sector investment requirements in hotels, resorts, etc. and
publishing this;
»
widely publicizing the availability of investment incentives, loan and venture capital
financial support and undertaking investment promotion drives to encourage take up of
investment requirements; and
»
working in tandem with the DILG to simplify LGU tourism business set-up and business
tax, accreditation, and licensing procedures.
Objectives
The primary objective of this program is to provide a more conducive framework for
generating the large investments that will be required (in excess of PhP 90 billion between
2013 and 2016) to expand tourist facilities and services at the rate required to meet targeted
tourism demand. The program will be implemented through one subprogram with three
projects;
12
Philippine National Tourism Development Plan 2011-2016
Proposed Subprograms and Projects
2.4.1
Facilitating Investment and Simplifying Tourism Business Permits and Licenses
Description and Projects
Time Frame
The subprogram involves the implementation of two projects:
»
»
o
Develop an annual private sector investment prospectus including available
incentives, loan and venture capital financial support, and undertaking
investment promotion drives to encourage take up of investment
requirements; and
o
working in tandem with the DILG to simplify LGU tourism business set-up and
business tax, accreditation, and licensing procedures.
Project 1: Publishing and Circulating an Annual Philippine Tourism Investment
Prospectus:
This will involve the following tasks:
o
Monitoring and documenting investment projects seeking equity and
debt financing, and undertake preliminary evaluations of the projects to
assess their likely feasibility.
o
Study and prepare lists of high-potential national and international
equity partners and funding prospects.
o
Prepare and print annually, 2,000 copies of a high-quality professionally
designed full color prospectus.
o
Launch the investment prospectus during the first of two exclusive byinvitation only investment conferences to be held annually
o
Monitor and evaluate results.
Project 2: Simplifying Tourism Business Set Up, Licensing and Tax Procedures:
This will involve the following tasks:
o
Identify good practices in this area in the Philippines and documenting
these.
o
Work with the DILG, to circulate the good practices to LGUs with strong
tourism potential but not compliant with good practice.
o
Work with the DILG to develop and roll out, an Tourism LGU award
system that rewards those that adopt good practice.
o
Monitor and evaluate.
Lead Responsible
Annually from 2012
Starting second half of
2011 to prepare/
document practices.
2012: Circulate to
target LGUs and
organize and hold
annual award event
through to 2016
Strategic Partners
DOT/DILG
League of Mayors, League of Governors, and Donors
Destinations for Implementation
All LGUs where tourism is a significant component.
Estimated Cost (PhP 000)
Project 1: 20,000
2.5
Potential Financing Sources
»
DOT budgets/Investment Conference fees
Safeguarding Natural & Cultural Heritage and Vulnerable Groups
Description of the program
The almost doubling in the volume of tourism between 2011 and 2016 will challenge not
only the existing capacity to manage cultural and natural heritage sites of importance to
tourism, but also the capacity to limit the adverse impact of tourism on the more vulnerable
members of local communities, such as indigenous groups, women, and children. A
Philippine National Tourism Development Plan 2011-2016
13
subprogram to safeguard heritage sites and vulnerable groups by managing effectively the
conservation of cultural and natural heritage sites, and the potential negative social impacts
on vulnerable groups plays a crucial role in working toward the overall objective of the
strategy. To safeguard the natural and cultural heritage sites, and leverage its unique
cultural qualities Philippine the stakeholders called for strategies involving:
»
The creation of well-planned destinations (or refurbishing existing ones) that offers an
elusive though nevertheless tangible ‘Pinoy Touch’ and that provides the full range of
amenities and services demanded by tourists;
»
Working closely with natural heritage management organizations to improve
coordination and cooperation and technical skills in the management of tourism
including training existing and future heritage managers to manage natural heritage sites
of importance more effectively, especially in the tourism priority zones;
»
Increasing the number of key natural and cultural heritage sites that are designated
either as international (e.g. UNESCO, RAMSAR, IUCN, etc.) or as national, provincial and
local sites using appropriate ordinances, as well as support for preparing site
management and visitor management plans based on carrying capacity studies for the
most important sites and placing them under an effective site management structure at
the national, provincial, city or municipal level; and
»
Increasing the participation of local communities and the private sector in the protection
of the sites in return for developing the economic opportunities that these generate.
»
The safeguarding of vulnerable groups needs a multipronged approach and the
stakeholders called for programs designed to raise awareness and build partnerships
among the stakeholders to ensure that vulnerable groups were not exploited as a result
of the more rapid growth of tourism.
»
The program will be implemented in 4 subprograms as follows:
-
Supporting the Development of Uniquely Filipino Destinations and Products.
-
Assisting Site Managers, Custodians & Owners in Conserving Philippine Heritage.
-
Increasing the number of internationally protected heritage sites in the
Philippines.
-
Safeguarding Vulnerable Groups.
Objectives
The overall objective of this program is to increase awareness about the need to protect and
nurture heritage as part of the Philippine unique product offering, and to ensure that the
more vulnerable members of society are protected from the adverse impacts of tourism
Proposed Subprograms and Projects
2.5.1
Developing Uniquely Filipino Destinations and Products
Description and Projects
Time Frame
Marketing Filipino culture and lifestyle establishes the Philippines apart from similar
destinations in the region. Historic contact with Spain and United States left lasting
influences seen in contemporary Filipino life – religion, cuisine, fiestas, Latino lifestyle,
English language, etc. The evident Spanish and American overlays set Filipinos apart
from other Asians. This is the principal quality that provides the competitive edge.
The unique Filipino culture and friendliness should be the experience to market.
Project 1.
Starting date: 2011
Implementation:
Philippine National Tourism Development Plan 2011-2016
14
2.5.1
Developing Uniquely Filipino Destinations and Products
Description and Projects
To distinguish the Philippines from other destinations with the same generic
attributes, all Philippine destinations and products must transmit the distinctive
Filipino identity, that special ‘Pinoy Touch”. Whether the destination is generic beach,
high-rise hotel, or convention center, all aspects of the ‘Pinoy Touch’ should always
stand out: in architecture and furnishing, clothing, music, cuisine, friendliness, and in
everything else. Filipinos in general do not appreciate their unique identity and should
be made aware of it through media campaigns and training.
Time Frame
continuous
Objectives
Develop new, well-planned destinations (or refurbish existing ones) with that elusive
‘Pinoy Touch’ that that offer the full range of amenities and services demanded by
tourists. The destinations should be where the local community participates in
sustainable heritage management and benefits from increased tourist activity.
Connectivity and access must be good, surrounding environment sustainably
maintained, and a cluster of sites must be nearby for day visits.Awareness Program to
make Filipinos aware of that ‘Pinoy Touch’
»
Provide programs that encourage community participation in sustaining their
natural or cultural heritage with tourism as the income generator.
»
Destination development
After making Filipinos aware of the ‘Pinoy Touch’, Key Sites all over the Philippines will
be renovated and upgraded to demonstrate how to achieve the Filipino presence in
destinations.
»
Project 1: Awareness Building
Media campaign to make Filipinos aware and proud of their culture, to be proud
of having the ‘Pinoy Touch’ that nobody else in Asia has got
»
Project 2: Capacity Building
Train LGU, community and other sustainable tourism stakeholders for sustainable
conservation of natural or cultural heritage, and to inculcate the culture of
tourism. Activity to be done per region.
»
Project 3: Preparation of Conservation and Management Plans
Prepare Conservation and Management Plans for Key Sites upgrading.
»
Project 3A: Prepare Plans for 50% of Key Sites (2011-2013)
»
Project 3B: Prepare Plans for remaining 50% of Key Sites (2013-2014)
»
Project 4: Implement upgrading of 50% of Key Sites
Project 2.
Starting date: 2011
Implementation: until
2014
Project 3A.
Starting Date:
2011
Implementation:
Until 2013
Project 3B.
Starting Date:
2013
Implementation:
Until 2014
Project 4.
Starting Date: 2012
Implementation:
Until 2015
15
Philippine National Tourism Development Plan 2011-2016
2.5.1
Developing Uniquely Filipino Destinations and Products
Description and Projects
»
Time Frame
Project 5.
Starting Date: 2014
Implementation:
Until 2016
Project 5: Implement upgrading of remaining 50% of Key Sites
Lead Responsible
Strategic Partners
DOT, LGU, DENR, DTI, NCCA
TIEZA, Donors/Financiers, Private Sector
Destinations for Implementation
At a national level: Luzon, Central Philippines, and Southern Philippines, selected clusters
Estimated Cost (PhP)
Potential Financing Sources
Project 1: no cost
Project 2: 4,000,000
Project 3: 70,400,000
Project 4: 845,309,000
Project 5: 845,309,000
2.5.2
Subprogram for Assisting Site Managers, Custodians,& Owners in Conserving
Philippine Heritage
Description and Projects
Time Frame
Heritage must be protected from humans in the same manner that humans must be
protected from heritage. Sustainable heritage protection involves safeguarding the
natural or cultural heritage from either natural or man-made damage. Making
heritage compatible with tourism involves many procedures and some compromises
that bring disdain to heritage professionals, a misunderstanding that should not exist.
Forests or built structures that are too fragile to accept human intrusion should be
closed off. Wooden decks and walkways built above the ground allow humans to
enter sustainably a forest. Despite being restricted to a defined walkway, visitors
enjoy the experience. Fragile items may no longer need to be kept under glass in
museums; instead they might be kept out of reach. In some instances the original
artifact, fragile and vulnerable, may be kept safely in storage while a replica put on
display.
Project 1:
Starting date: 2012
Implementation: up to
2016
Although there are rules and procedures on safeguarding heritage, much safeguarding
is done on a case-to-case basis but it is always best to consult a heritage expert. In
many instances a Management Plan is a beneficial tool because it would specify the
pertinent safeguarding interventions.
It is time to initiate an expert’s dialogue between conservation and tourism specialists
to enlighten each other on issues that may prevent the sustainable use of heritage for
tourism. There is nothing wrong with heritage generating income through tourism,
provided that it is done sustainably. What better way for a visitor to know his host
country if not through its heritage?
Assistance Program: DOT to fund consultants to advise on safeguarding heritage used
for tourism purposes, set up revolving fund for safeguarding heritage from visitor
damage. Consultants could come from NCCA, National Museum, NCHP, ICOMOS,
Escuela Taller
Grant Program: DOT to provide grants for conservation of endangered heritage being
used for tourism purposes.
Description of the subprogram: Since DOT advocates the sustainable use of heritage
for tourism, the program focuses on DOT participation in sustainable tourism by
funding worthy projects, DOT’s way of ‘giving back’ to the heritage that sustains one of
Philippine National Tourism Development Plan 2011-2016
16
2.5.2
Subprogram for Assisting Site Managers, Custodians,& Owners in Conserving
Philippine Heritage
its major tourism programs
Objectives
»
Increase World Heritage Properties, RAMSAR, IUCN Protected Areas, MAB in the
Philippines. Add one World Heritage Property yearly from 2013-15. All three
properties should be examples of community-based sustainable maintenance
practices that provide an additional source of income to local residents.
»
Capacity Building: Introduce to Conservation Specialists and Site Managers that
tourism and conservation are not mutually excusive, both conservation and
tourism can work together to manage and protect the site sustainably
»
Awareness Program to make Filipinos aware of the number of internationallyrecognized sites in the country and to introduce them to national protection
programs such as DENR-PAWB, National Treasures, and Historic Shrines and Sites
The subprogram has 4 projects designed to assist Site Managers,
Custodians, and Owners in conserving the heritage in their hands:
»
Project 1: Conservation Workshops
Develop a series of materials-based training workshops in Manila or provinces for
certain aspects of natural and cultural heritage conservation training. Workshops
will be run by the appropriate professional group or agency (DENR, WWF for
nature, National Museum, ICOMOS for culture). The workshop will be open to
Site Managers and Custodians of natural/cultural tourism sites who need
conservation and heritage protection knowledge.
»
Project 2: DOT assistance for heritage under threat
This program funds fees and travel cost for a professional to travel to the site of
endangered heritage. He will give necessary advice and propose interventions to
protect the heritage. Should the grantee require funding for protecting the
heritage, he may apply for a grant through the DOT Heritage Fund.
»
Project 3: DOT Heritage Fund
Recipients of the DOT assistance for heritage under threat are eligible to apply for
a conservation grant from the DOT Heritage Fund. The expert’s written
evaluation is required for the consideration and evaluation by the DOT Heritage
Fund. A cost sharing or payback mechanism should be studied
»
Project 4: DOT Building Fund
DOT funds the conservation/rehab/re-use of natural or cultural heritage
specifically for tourism uses.
Lead Responsible
Project 2:
Starting date: 2012
Implementation: up to
2016
Project 3:
Starting date: 2012
Implementation:
Up to 2016
Project 4:
Starting Date: 2012
Implementation:
Up to 2016
Strategic Partners
DOT, DENR, DPWH, NCCA, LGU, ICOMOS,
ESCUELA TALLER (INTRAMUROS)
Private sector
Destinations for Implementation
At a national level
Estimated Cost (PhP 000)
Project 1: 750/year
Project 2: 2,400/yr
Project 3: 5,000/yr
Project 4: 10,000/year
Potential Financing Sources
DOT and Donors
»
17
Philippine National Tourism Development Plan 2011-2016
2.5.3
Subprogram for increasing the number of internationally protected heritage sites
in the Philippines
Description and Projects
If Philippine sites are good enough for global attention, then they should be
interesting to visit. International recognition, by UNESCO, RAMSAR, IUCN, Man and
the Biosphere, and other programs stamps a ‘seal of approval’ that Philippines can
market Philippine destinations acknowledged to be of global quality. Having globally
recognized sites are therefore a marketing opportunity that improves the Philippine
image in the eyes of would-be visitors. Therefore it is beneficial to increase the
number of globally recognized sites from the Philippines between 2013-2015.
Preparation for nomination requirements should begin now. Nominated sites should
go beyond the high qualities required by international organizations for inscribed
sites.
Nominated sites must possess that added dimension of community
participation in the sustainable maintenance of the site.
Time Frame
Project 1:
Starting date: 2011
Implementation:
continuous
Sites inscribed and protected by national registries are unappreciated. The National
Historical Commission (NHCP) handles an extensive national registry of historical sites.
The National Museum oversees the National Treasures that includes around 30
outstanding Spanish colonial churches. DENR-PAWB protects natural sites – Protected
Landscapes and Seascapes, National Forests and Parks, Wildlife Reserves, and Marine
Sanctuaries. The tourism value of these protected sites is largely unrecognized.
Internationally and nationally listed sites can be used to draw attention as the Key Site
at the center of a cluster of other sites. All would benefit from the pull that an
internationally listed site has on the tourism market.
World Heritage Properties receive much global attention; DOT should encourage and
assist the UNESCO National Commission to nominate 3 more Philippine properties for
inscription 2013-15. These should be deserving sites with the added dimension of
community participation for site sustainability.
Objectives
»
Increase World Heritage Properties, RAMSAR, IUCN Protected Areas, MAB in
the Philippines. Add one World Heritage Property yearly from 2013-15. All
three properties should be examples of community-based sustainable
maintenance practices that provide an additional source of income to local
residents.
»
Capacity Building: Introduce to Conservation Specialists and Site Managers
that tourism and conservation are not mutually excusive, both conservation
and tourism can work together to manage and protect the site sustainably
»
Awareness Program to make Filipinos aware of the number of
internationally-recognized sites in the country and to introduce them to
national protection programs such as DENR-PAWB, National Treasures, and
Historic Shrines and Sites
Four projects are required to increase number of internationally protected natural and
cultural heritage sites in the Philippines:
»
Project 1: Awareness Program
Disseminate information through all forms of media on internationally and
nationally protected natural and cultural sites in the Philippines
»
Project 2: Increase number of Internationally Protected Sites
DOT to liaise with local representatives of UNESCO/World Heritage,
UNESCO/MAB, IUCN, RAMSAR, Man and the Biosphere, and other agencies to
increase number of inscribed sites. Identification of candidate sites and
preparation of nomination requirements should start as soon as possible. DOT
should be prepared to fund nomination expenses.
Philippine National Tourism Development Plan 2011-2016
Project 2:
Starting date: 2011
Implementation: 1 year
18
2.5.3
Subprogram for increasing the number of internationally protected heritage sites
in the Philippines
Description and Projects
»
Time Frame
Project 3: Nominate 3 properties for UNESCO World Heritage Inscription
between 2013-15.
Actions required: If proposed properties are not on the Philippine Tentative List,
DOT should fund a 3-day workshop to revise the Tentative List to include
proposed properties.
Nomination requirements include GIS Mapping,
preparation of legal framework and protective legislation, preparation of
Management Plan, conduct consultation with LGU and all stakeholders, writing of
Nomination Dossier. DOT should fund cost of approximately PhP3.5M per
property
»
Project 4: Nominate 3 properties for inscription in IUCN, RAMSAR, MAB, WWF
or other programs
Actions required: Same actions as in Project 2 without the Tentative List
requirement. Cost should be the same.
Lead Responsible
Project 3:
Starting date: 2011
Implementation:
Continuous until 2015
Project 4:
Starting date: 2012
Implementation:
Continuous until 2015
Strategic Partners
DOT, DENR, NCCA, ICOMOS, UNESCO Philippines
for World Heritage an MAB, IUCN, RAMSAR
Private sector
Destinations for Implementation
At a national level
Estimated Cost (USD)
Project 1: no cost
Project 2: no cost
Project 3: P11,000,000
Project 4: P10,500,000
2.5.4
Potential Financing Sources
World Heritage Preparatory Assistance Fund
» Preparatory Assistance Funds from RAMSAR, MAB, or other
agencies
Subprogram for Safeguarding Vulnerable Groups
Description and Projects
Time Frame
This subprogram will work in the three key areas: (i) trafficking and tourism, (ii)
commercial sex work targeting sexual exploitation of children in tourism, and (iii)
transmission of AIDS through tourism. The subprogram will involve multi-level
interventions designed to obtain support, raise awareness, and partner with the
industry and NGOs concerned with protecting vulnerable groups. The subprogram will
be implemented through two projects:
»
advocating change at the highest levels of Governance and in the industry to
generate support;
»
Partnering with the industry, concerned government agencies, NGOs such as
ECPAT that are concerned with stemming the exploitation of vulnerable groups,
as well as with tourists; and Raising awareness and developing mechanisms at
the community level—especially with women—where the impact is most
immediately felt.
»
Project 1: Advocating Change at the highest levels of Governance and in the
industry to generate support. This will involve the following tasks:
o
Prepare a detailed assessment of the risks faced by the target groups and
setting out recommendations for managing these risks.
o
Discuss the results within the tourism family and agree on a course of
action to present the results and recommendations to leaders in
Philippine National Tourism Development Plan 2011-2016
Project 1:
Completion by 2012
19
2.5.4
Subprogram for Safeguarding Vulnerable Groups
government and the Congress.
»
o
Present the results of the risk analysis and recommendations to national,
provincial and local government leaders and elected representatives to
create awareness and obtain financial support for further awareness
raising campaigns.
o
Obtain funding support commitments for the other projects.
Project 2: Working with partners to raise local community awareness and
developing mechanisms to prevent the exploitation of vulnerable groups by
tourism. This will involve the following tasks:
o
Create an alliance of stakeholders comprising the tourism industry
associations (i.e. tour operators, hotels, small business, and airlines) key
national government agencies and NGOs to provide resources, ideas and
advocacy to leaders.
o
Undertake baseline awareness surveys among the target groups to
establish level of awareness and risk vulnerabilities.
o
Prepare and implement an ongoing local community-based awareness
campaign targeting communities that are most at risk.
o
Undertake focus group discussions with community leaders and target
groups to identify strategies and mechanisms that can be deployed to
minimize exploitation.
o
Implement the strategies and mechanisms to minimize the exploitation
of vulnerable groups including strengthening of the TOPCOP program
and developing the Tourism Tanod Program.
o
Monitor and evaluate.
Lead Responsible
Project 2:
Starting date: 2012
With ongoing
implementation to
2016
Strategic Partners
DOT
Private Sector, DSW, DILG, League of Governors and Mayors,
NGOs and Donors
Destinations for Implementation
All tourism development areas
Estimated Cost (PhP 000)
Project 1: 500.0
Project 2: 50,000
2.6
Potential Financing Sources
»
DOT, DSW, DILG, Donors/NGOs and private sector partners
PPP-based marketing strategy and action plan
National Tourism Marketing Macro
Description
The marketing development macro program structures actions to optimize the different
promotion and communication efforts towards the local and international markets.
Actions area divided into three programs:
1. Strategic Marketing
2. International Marketing Network
3. Operational Marketing
The strategic marketing starts with the strategic plan and an intelligence system, as the two
main tools to define strategies and country guidelines for marketing. Then it provides the
framework to make products marketable, according to the overall philosophy established in
the Strategic Marketing and Promotions Plan.
20
Philippine National Tourism Development Plan 2011-2016
The international marketing office network organizes the contact points to reach the market
at the source markets in order to obtain the maximum possible knowledge of the potential
of all markets.
The third program is focused to make the marketing strategies operational. It includes
commercialization, communication, promotional and PR activities. Furthermore, it has a
specific sub-program to follow up all trends and opportunities for marketing by means of
new technologies.
It is important to mention that DOT shall set and define the strategic marketing framework
that will be followed by the operational one. These activities include source markets and
segment treatments; decisions on specific tools or tasks to be done under promotion (such
as trade fairs participation, road shows, etc), while TPB will be the organism to lead the
implementation of the actions to be carried out.
Furthermore, it is important to keep the long term vision for marketing development, which
is:
1. Renew operational marketing every year and strategic marketing plan every 5 years
2. Keep product development approach
Objectives

Position the Philippines as a World Class Quality tourism destination

Increase tourism arrivals, overnights, direct revenue and average length of stay from the
international and national tourism market

Raise the general awareness on the tourism products

Enhance the overall visitor experience travelling to the Philippines
Strategic Marketing Program
This program intends to provide a competitiveness framework when promoting the
Philippine’s tourism products versus the competitor’s destinations. This is also the
framework for product development matching with arrivals, in a demand oriented basis.
Besides the operational marketing planning, it is important to state the necessity to keep the
strategic marketing in mind during the following 5 years. Without the strategic marketing
framework there is a strong risk of losing opportunities or misunderstanding what to offer
and promote to which markets. This strategic marketing program has to provide answers
and guidelines to avoid those risks along time.
The program is composed by the following sub-programs:

Philippines’s Tourism Branding: the vision in 2016 for the country as a tourism
destination will lead to set up the Philippines as a brand towards positioning the country
at the targeted source markets tourist mind.

Tourism Product Clubs Development Framework: as a strategic tool to develop quality
and commercial products.

Marketing Intelligence Management: market intelligence is a key tool to optimize
decisions and to align investments for tourism development in the country, either done
by a Tourism Observatory or not.
21
Philippine National Tourism Development Plan 2011-2016
Sub-program for the Philippine’s Tourism Positioning Management
Time
Frame
Description and Projects
The tourism destination of the Philippines will require the creation of a brand identity and image
to be established and communicated. It will help the Philippines to be positioned in the minds of
the customer and hence create a differentiation criterion according to the vision 2016, as the
must-experience destination in Asia. This will provide a mean for a successful differentiation
from its competitors. The brand finds its way to the potential or current costumers minds and is
directly associated with specific images, sounds, adjectives, etc.
Project 1.
Starting
date:
2012
Frequency
: 3 years

Project 1: Creation of a Country Brand. This project is composed at least of the following
tasks:
Philippines Tourism Brand: to create a successful umbrella brand identity by integrating
the Philippines brand mission, 2016 vision, philosophy, brand identity/essence
statement. This brand has to communicate the different values, elements, key factors
(functional, emotional and social components), and express the expected symbols for
the market. It has to be translated into a design and logo of the brand. This brand will
require all the guidelines for and auditing, in order to be loyal to the brand’s
philosophy.
Declinations: define declination brands matching the Philippine’s tourism products
portfolio always in tune with the 2016 vision, which shall be the essence and
inspiration of all 9 declination brands. Moreover, the possibility of adapting the
referred brands per tourism product to each targeted source market should be
undertaken for getting the benefits from the umbrella brand but at the same time
differentiating the Philippines tourism products and destinations in the country. Each
tourism product will then have an own brand and own marketing activities to be
developed and scheduled.

Project 2: Brand management and brand manual. Different measures have to be settled in
order to manage and monitor the brands:
Create a brand manual which describes specifically all use of the logos and brand images
and how to decline the design according to the product and the use of the brand
image (Power Point, print advertisement, etc). Each brand, both the national brand as
the product brands will have a brand manual.
Develop the brand awareness. Stakeholder’s brand education and communication will
enhance the stakeholders’ level of awareness and understanding of the rationale
behind the brand’s identity and strategy.
Regular assessment of Tourism Brand, at least every three years, in order to monitor any
change in brand’s positioning or competitiveness perception of the whole destination
and products. Monitor the brands use by different tourism stakeholders in their
promotion tools such as advertising, public relations, direct marketing, etc. Monitor
the effectiveness and the performance of the destination’s brand campaign, the level
of brand awareness, etc. Implement changes and improvements according to the
results of the monitoring process
Lead Responsible
DOT
Project 2.
Starting
date:
2012
Frequency
:
Continuou
s
Strategic Partners
Branding agency/ company
Tourism
private
stakeholders
Destinations for
Nationwide
Estimated Cost (USD)
Potential Financing
Sources
Project 1: 410.000
[70.000 USD country brand development. 135.00 USD for the 9 tourism product
Joint
venture
private/public sector
Philippine National Tourism Development Plan 2011-2016
22
brands (18.00 USD per brand)]
Public budget
Project 2: 350.000
(50.000 USD every year; 100.000 USD assessment every 5 years)
Sub-program for Tourism Product Clubs Development Framework
Description and Projects
Time Frame
This project develops product clusters of public and private tourism service providers sharing
the customer target (Lifecycle segmentation), the same product market (nature based
tourism, culture tourism, sun & beach tourism, etc); the same type or the same category. The
aims of the clubs are to structure the touristic offer and to help increase quality, in such a
manner to provide easy marketable products and answer the expectation of the source
market customers. The quality is reached by a set of membership standards that have to be
accomplished, if any company or destination wants to be part of the club. The projects
involved within this sub-program are, at least, the following:

Project 1. Product club development manual – Management guidance. This guide book
should be developed by the public and private organizations taking part to the clubs in
order to match the expectation of each side. It should be available in hard and soft copy.
The manual has to be developed once according to the Filipino characteristics. Then
every new club can develop their own Club manual, following all the guidelines from this
book. Clubs should have a guide of the operational and legal procedures and practical
information. Each procedure will define how to achieve the tasks of the clubs such as:
Market study and identification of market opportunities
Process of club creation: key values and concepts for the club, business model, benefits
and value added for members and clients, etc.
Project 1.
Starting
date: 2012
Frequency:
just once
with possible
updates
along time
Management and operation procedures
Evaluation and follow up of the club results

Project 2. Tourism product club development. The proposed following process is
adapted to obtain dynamic and attractive clubs to customers and companies. This
project aims to create marketable and successful product clubs following the process
below:
Coordination of the initiative by the product managers of DOT
Use of market studies to define adapted clubs to the Filipino industry at present
Identification of club concepts matching the umbrella country 2016 vision that has a
specific market needs
Project 2.
Identification of company prerequisites to join a club – The club must welcome tourism
companies and organizations with a minimum of quality requirements
Starting
date:
2012
Identification of the activities and benefits for the club members - The tourism industry
and each club member will benefit from clubs by the creation of network between
tourism providers and increase of information flow exchange between tourism
professionals. This tourism platform will facilitate product creation and the
targeted commercialization.
Frequency:
continuous
Selection of the different promotion channels for the club (brochure, road show,
website, etc)
Management of the schemes and definition of roles
Identification of the type of business to be represented and integrated to the clubs
matching the prerequisites to be fulfilled
Lead Responsible
DOT – Product development managers
Strategic Partners
Private
tourism
companies/Associations
Destinations
Destinations for
Nationwide
Estimated Cost (USD)
Project 1: 270.000 (90.000 USD per year)
Project 2: 500.000 (100.000 USD per year)
Philippine National Tourism Development Plan 2011-2016
Potential Financing Sources
Membership fee from clubs
Private/Public incentives
23
Sub-program for Marketing Intelligence Management
Description and Projects
Time Frame
This project structures the undertaken market researches, gathers and analyses
the data, prepares a bulletin and finally transforms the information into a
decision-making process.

Project 1.
Project 1: Strategic Marketing Plan. A Strategic Marketing Plan focusing on marketing
each tourism product has to be done to provide overall guidelines for marketing
activities. This Plan has to be assessed and updated every 5 years, in order to keep the
pace of market trends and tourism products, as well as other competitors’ news. The
Plan must have:
The strategic vision
Tourism positioning
Market and segment strategies
Tourism product strategies
Starting
date:
2012
Frequency :
Every fifth
year a new
plan has to
be assessed
and updated
Competitor’s monitoring
Promotion and commercial strategies
Periodic monitoring and assessment system

Project 2: Marketing intelligence system – MIS. MIS is the main tool to provide valuable
information regarding the source markets. DOT should define the short and long term
requirements of data and information for its strategic decisions. Also, it has to consider
all possible needs of the tourism sector in the Philippines, in order to create a database
of profit for the whole sector. This MIS has to measure key indicators performance,
which will be defined by the responsible authority and the stakeholders, according to the
specific strategic and operational needs. MIS is a key tool for tourism management,
either for public administration or private decisions. Without information neither
successful decision nor competitive plans can be made. Also, one of the key functions of
the MIS will be to share information, since it is the main purpose of its creation. Even
though good analysis and data is gathered, if it is not shared it has no value for tourism
development. At least the following tasks should be done within this project:
Project 2.
Starting
date: 2013
Frequency :
Continuous
Assess the model to follow for the Marketing Intelligence System: define if there will be
a simple unit within DOT that will be in charge or if there will be a whole
department or institution to hold this MIS. It will be a complete database with
strong frameworks and supporting the whole sector, or if it will be an autonomous
institute providing services and doing research under business models (i.e. tourism
observatory). The scope and structure of the MIS has to be defined, as it’s roles
and processes, ways of self funding or financial solutions, etc. For that, an
assessment of model options must be done.
Business plan for MIS: once the MIS working framework and model is done, it is
important to specify the scope and the kind of activities it has to do. An overall
feasibility assessment has to be done, either if the MIS will be fully financed by
government or if it will function with self financing methods (partnerships, sale of
reports, sponsorship, etc.).
Implementing, monitoring & reporting: to implement the MIS, a set of data and
framework has to be defined. The framework will be a supporting tool to host the
database and to manage information. Then, in order to create and get the data,
there will be studies, reports and research to do, which will have specific budgets
for purchase, hire or draw-up. Then, a set of basic indicators has to be settled,
which will serve as monitoring indicators for the whole PNTDP and other key plans
for the country. This task has to be updated in terms of indicators and new
insertions, according to the needs of knowledge and refinements along time. It also
must:
Verify the relevance of reports produced by the market intelligence system.
Transmit the results of the reports to the relevant public and private tourism
organizations in order to monitor competitors, performances or markets,
country image, tourism products image, monitor sector performance, visitor
impacts, visitor feedback, etc.
Improve the market intelligence system to provide the tourism industry with the
needed data for development and decision making
Philippine National Tourism Development Plan 2011-2016
24
Lead Responsible
Strategic Partners
DOT
All
private
stakeholders/associations
Hospitality’s associations
National
Philippines
Statistics
Office,
Destinations for
Nationwide
Potential
Financing Sources
Estimated Cost (USD)
Project 1: 250.000
Joint venture private/public
Project 2: 650.000
Multilateral donors
(Definition model and business plan: 200.000 USD. Implementing yearly:
150.000 USD.)
Program for Tourism Marketing Network
The sub-program for international tourism marketing offices will strengthen the current
network of international tourism marketing offices of the Philippines, by adapting it
according to the main market priorities arisen from the strategic marketing plan of the
NTDP.
Sub-program for International Network Offices
Description and Projects
This subprogram will adapt the current international tourism representation offices
network to the main market priorities arisen from the NTDP. It will market and
promote Philippines as a destination at the market origin, inform the customers
and intermediaries on their travel possibilities and the tourism offer in the
Philippines. Moreover, each office will specifically adapt the offer to the source
market according to the preferences and trends of the relevant source market.

Project 1: Definition of international marketing network map.
Definition of office/representation model: according to market priorities and
budget. The international network offices model to implement will be
based on the current model. The international offices shall be DOT’s
representative offices in the source markets, some of which do already
exist. However, an assessment of the current network shall be done
according to priorities arisen at the NTDP.
Time Frame
Project 1:
Starting date:
2012
Frequency :
Continuous every year
All top-priority source markets (countries or regions) arisen from NTDP shall
have an office: identification of priority markets and specific locations
(cities), where to settle the defined marketing office. A complete
representative network should be settled on other relevant markets.
Assessment and revision of network map every 5 years, in order to optimize
efforts and resources, redefine the priorities and office models,
according to trends, market’s changes and competitiveness situation.

Project 2: Business and Management plan for each office.
Elaboration of internal structure according to specific market features, roles
and functions: e.g. Marketing Department, Membership and Product
Development Department, Public Relations and Press Department,
Accounting and Information Department
Business models assessments: self-financing models; sources; opportunities.
Philippine National Tourism Development Plan 2011-2016
Project 2:
Starting date:
2013
Frequency:
The plan should be
revised every 3 to 5
25
Sub-program for International Network Offices
years
Identification of possible locations and workspaces related with national
identities.
Development of operational manuals, with procedures, management,
reporting and monitoring guidelines. Definition of tasks that each office
will undertake (B2B and B2C). E.g. political lobbying, distribution of
tourism information, source market profile and statistics on current and
potential tourists to the Philippines matched with the tourism products
portfolio, linking the foreign tourism industry with the Philippines’s
tourism industry and DOT and fostering partnerships and travel
arrangements, marketing campaigns, etc.

Project 3: Office network management.
Bid and contracting of office organization (staff, company, etc.).
Elaboration of annual goals, operations, budget, marketing plan based on the
tourism products portfolio and experiences as well as a financing annual
plan by source market
Training of new employees: Training on the tourism products offered at the
destinations; Training of required capacities, e.g. foreign language skills,
marketing, PR and operational skills, usage of hew technologies for the
of e-marketing tools, political lobbying.
Project 3:
Starting date:
2013
Frequency:
Continuous
Meeting and reporting annual agenda, to revise results and set the followings
goals
Monitoring of the effectiveness of marketing actions (annual costeffectiveness calculation)
Lead Responsible
Strategic Partners
DOT and TPB
Private tourism stakeholders;
Ministry of Foreign Affaires
Philippine Tourism Authority
Destinations for
NA
Estimated Cost (USD)
Project 1: 150.000 USD
Project 2: 300.000
(100.000 USD per office, based on 15 offices)
Project 3: 10.800.000
(180.000 USD per office per year, based on 15
offices: 2.700.000 USD per year)
Potential Financing Sources
Governmental funding
Public and private partnerships
Sub program for Fostering Domestic Tourism
Description and Projects
Time Frame
As the Marketing and Promotion Strategy already stated, domestic tourism is as
important as international tourism for the development and growth of the industry.

Project 1: Tourism awareness campaigns definition.
Project 1:
Starting date: 2013
Definition of different campaigns per year: identification of awareness needs and
segments to target; definition of goals and strategies; definition of messages
per target and communication tools for each one; definition of seasons and
days for domestic tourism campaigns.
Frequency:
Continuous
Define the strategic partners per campaigns, such as public-private partnership
with local tourism companies
(Should be revised
every 5 years)
Define implementation schedule of each campaign
Define the financial schemes and alternatives for funding.
Definition of the campaigns, such as:
Philippine National Tourism Development Plan 2011-2016
26
Sub program for Fostering Domestic Tourism
Filipino first: this project designs the specific campaigns to encourage
domestic travels within the country, intending to transmit the
importance for the Filipinos to be the first ones to know and feel their
country, so that they can take care of it appropriately for other kind of
tourism markets coming during the next years.
Tourism for good. This project designs a national tourism awareness
program to raise the nationwide understanding for tourists and
tourism and the resulting economic, social and environmental benefits.
Tourism awareness in schools. This project could promote the national
importance of tourism among young people and highlight the career
opportunities in tourism
Monitoring system for campaigns:
Implementation of periodical assessment of projects and tasks
Development of assessment tools and mean.
Improvement of the methods and campaigns
Lead Stakeholders
Strategic Partners
DOT and TPB
Airlines and transportation companies
Hospitality’s Associations
Hotels, hostels and touristic apartments
Tourism professionals rendering services regarding the
tourism products and segments identified
NGO’s
Universities
Destinations for
At a national level
Estimated Cost (USD)
Project 1: 2.177.108
(300.000 per campaign media & country brand
management, each year a relevant increase is
considered)
Potential Financing Sources
DOT
27
Philippine National Tourism Development Plan 2011-2016
Program for Operational Marketing
Description of the program
The operational marketing program aims to become the roadmap for the Philippines in
order to optimize efforts in the main marketing areas promotion, communication,
commercialization, among others. Moreover these actions have been planned and oriented
towards international markets according to the countries and prioritizations that were
targeted in the previous stage in the marketing and promotion Strategy.
In this sense, this program shall define which activities need to be carried out so that the
goals set up in the strategy are achieved. Therefore, by developing these activities this
program shall be able to implement segmentation, positioning and commercial strategies
already defined in the previous stage regarding the Marketing and Promotion strategy.
Objectives
The goals of this action plan have been designed to match the marketing strategy ones; an
increase in number of arrivals in the Philippines, the average length stay and the average
expenditure per journey. In this sense, it is considered that these main goals will be achieved
when the following objectives are accomplished:

Promotion and communication based on Product development by means of which the
“Filipino experience” shall be recognized and easily identified

A market positioning based on both products and destinations

Expansion to new markets and consolidation in those already considered stable in
regard with the different “experiences” especially targeted for each market

Customized promotion based on a market segmentation
Sub program for Commercialization
Description and Projects
Time Frame
Commercialization consists in approaching the product into the market so that the
targeted markets, but specially those considered a priority at each moment get to know
the product. In this sense, what we are to present in this sub-program are the techniques
and tools in order to contact and attract the source markets towards the Philippines.
Even if many techniques have been developed in this area, many remain also remain
classic
Project 1: Direct Marketing. It is a classic technique based on a direct contact with the
considered potential consumers. As the prioritization of the markets has already been
made, certain stakeholders (airlines, tour operators, travel agencies, etc.) shall be
reached directly by the TPB through e-mail or telephone in order to present them the
Philippines. We have to consider what “special interest segments” and products have
been selected for each country and match them in the correct timeline with the actions
to be carried out.
Project 1:
Starting date: 2013
Frequency:
continuous
In order to approach the ideal stakeholders the DOT should consider the following:

Preparing data bases of the main stakeholders of each targeted market

Contact the referred stakeholders through e-mail or telephone to schedule a
meeting

Present them the “Filipino experience” (the identified products and “special
interest segments” for each targeted country)
28
Philippine National Tourism Development Plan 2011-2016
Sub program for Commercialization

Develop a customer relationship by keeping both interested and potential
customers informed of the campaigns, events, presentations, etc. organized by
the TPB, or DOT if such is the case, in order to make people get to know the
Philippines
Project 2: Product Lounges. Product lounges are a quite new technique that has started
to become more popular these days in the tourism industry. It is based on the idea of a
fashion show in the sense of a product presentation. These events aim to present what
products the Philippines has to offer based on market attractiveness. They usually are
organized during travel or tourism trade shows where all stakeholders are together. The
Product Lounges can be organized either at the venue were the trade fair is being carried
out or elsewhere.

Frequency:
biannual
Preparing attractive publications that will describe the products Philippines
wants to enhance.
-

Project 2:
Starting date: 2013
For example, a nice cloth bag which includes brochures, DVDs, etc.
can be a great tool if we manage that people move around the fair
and the city with the bag which says “Philippines” and even better
the get to re-use it
Target and contact the stakeholders that we consider of prior interest
-
When they get contacted they should be informed that the
Philippines is attending the trade show, where is the stand placed,
invite them to meet up and attend the product lounge

Selecting the correct venue and time (normally during the afternoon, around
5pm, when the fair has nearly finished but people are still available for
socializing)

Select a show or organize activities related to the values and experiences that
Philippines wants to enhance

Products shall be presented when the targeted stakeholders are “short –
distance” markets because closer markets usually have a larger knowledge
about the country. Moreover, products shall be presented not only during
travel trade shows, but also during meetings or events regarding their
segment.
Project 3: Product Lounge “Experiences” or “Special interest segments”. Considering
Product Lounges as a convenient technique to present the attractiveness of the
Philippines, this version “Experiences” or “Special interest segments” aims to enhance
determined values which the Philippines not only has, but also which makes a difference.
These values have been identified and selected for each of the prioritized source markets
so that the concept and message to be sent to these markets is clear.

Preparing not only publications but also creative materials that will describe
the “special interest segments” the Philippines. We should bear in mind that
not all creative materials apply for all the source markets.

Target and contact the stakeholders that we consider of prior interest

Selecting the correct venue and time

Select a show or organize activities related to the specific segments of products
that the Philippines want to enhance (i.e. divers, honey mooners, golf, etc.)

Special interest segments shall be presented not only during travel trade
shows, but also during meetings or events regarding the segment.

This technique is more convenient to be developed for countries considered
“long – distance” or in specific scenarios where the referred “special interest
segments” have a special importance
Project 4: Road Shows. Road Shows are also a quite new technique to be developed in
the source markets. They are based on the idea of a road trip around the targeted
Philippine National Tourism Development Plan 2011-2016
Project 3:
Starting date: 2012
Frequency:
yearly
Project 4:
Starting date:
2012
29
Sub program for Commercialization
country; therefore they are usually carried out by bus or van. The goal of the road show
is to bring closer the destination, the Philippines, to the source markets and to make it as
visible as possible.

Research and selection of what will be the route of the road show

Preparation of the publications (brochures, etc.) that shall be needed,
depending on what products or segments we want to enhance in that country.
(Subject to Marketing and Promotion strategy definition)

Defining the concept of the road show and selecting the decoration of the
vehicle which will be the image representing the Philippines all through the
source market

Targeting and contacting stakeholders from that market and try to schedule a
meeting with them

Organize at least an event in each city where the stakeholders can be invited,
especially in case we have not been able to meet them. Stakeholders also
include opinion leaders, press and media in general which are very important
in terms of publicity (to be developed in the PR sub-program)
Project 5: Commercial Partnerships. The aim of this project is to establish partnerships
with other companies, especially those related to the tourism sector, so that products
can be more attractive and easily presented to tourists, through alliances with
stakeholders. Moreover, these partnerships are really important for the organization of
promotion activities which will be detailed in the relevant sub program. (i.e. A
commercial partnership with an airline. For example in Spain, Spanish Tourism Board
(STB) has an agreement with Iberia, a partially Spanish owned airline. The partnership
entitles the STB to fleet stakeholders from around the world for free up to a limit revised
every year, 1 million euro in 2010. In exchange, Iberia will appear in Turespaña’s
advertising campaigns valued in an equivalent amount. Similar collaborations are carried
out with hotels and other means of transport, for example.)

Identifying the industry or the company profile which we are interested in
establishing a partnership (airlines, tour-operators, press, guide publishers,
etc.)

Setting the advantages and disadvantages of the partnership in each case. The
main idea is to make clear that the alliance is positive for all the actors
participating in the alliance.

Contacting the targeted companies, presenting the annual action plan and the
specific actions that will be carried out if the partnership would be concluded.
Moreover, the advantages of the referred alliance shall be clear for the
company.

Organization of meetings and conclusion of the agreements.
Lead Stakeholders
Frequency:
yearly
Project 5:
Starting date: 2012
Frequency:
Continuous
Strategic Partners
Project 1: DOT and TPB
Project 2: TPB
Project 3: TPB
Project 4: DOT and TPB
Project 5:TPB
Project 1: Airlines flying to and from the Philippines,
hospitality sector and companies carrying out tourism
services
Project 2: DOT and private sector in general
Project 3: DOT and private sector in general
Project 4: At source markets: tour operators, potential
buyers of the Philippines, buyers of targeted products for
that source market and opinion leaders
Project 5: Private sector: airlines, hotels, transportation
services, tourism activities developed in regard with the
defined product segmentation
Destinations for
At a national level
Philippine National Tourism Development Plan 2011-2016
30
Sub program for Commercialization
Estimated Cost (USD)
Project 1: 800.000
Project 2: 3.300.000
Project 3: 4.204.499
Project 4: 2.995.000
Project 5: No cost (exchange of products or
services)
Potential Financing Sources
Airlines, hotels, transportation services
Professional Associations
Sub program for Promotion
Description and Projects
Time Frame
Promotion are those activities which based on communication techniques aim to send a
clear message to the current and potential client regarding expected experiences,
products, values, etc. with the intention to increase sales. The goal of promotion is to
make people buy a product by means of communication tools, in this case make people
travel to the Philippines.
Project 1: Travel Trade Shows. Participating in travel trade shows is obviously the main
promotional activity. The fact that at a trade show enables both buyers and sellers to
meet up is the perfect situation to present Philippines to the buyers from the targeted
markets.

Identifying which travel trade fairs to attend each year, according of course the
prioritization of the markets and products

Identifying also which specific travel trade shows do we want to attend (MICE
trade shows, for example)

Preparing the materials, not only the publications but also the stand and other
elements which are needed in order to participate in a trade fair

Before attending the show, contact the identified stakeholders in order to
organize meetings at the show

Enlarging the database with potential buyers before the show so that we can
arrange a meeting at the fair or visit them at their stand

Select, design and carry out commercialization activities

After the fair, organize the contacts and include them in the database for
future actions
Project 2: Workshops. Workshops are activities directed to professionals of the tourism
sector (of several markets) so that they get to know what products and experiences the
Philippines has to offer. The workshops are carried out in the destination, so for
example, during one week; buyers of selected tourism products will travel to the
Philippines and participate in several working sessions. The goal of these sessions is to
make professionals “Buy the Philippines”.

Selecting the products that we want to enhance according to its prioritization
set in the marketing strategy

Contacting the national professionals of the sector so that the workshop
receives enough support to be a success. At this moment commercial
partnerships are a very valuable alliance (for example, airlines will not charge
the tickets of the professionals invited to the workshops)

Depending on the tourism product selected, organize the workshop and
prepare the relevant publications that shall be needed

Inviting the targeted professionals from the different markets considered a
priority at that moment for the Philippines

Keep in contact with the attendees in order to know their grade of satisfaction
after the workshop
Philippine National Tourism Development Plan 2011-2016
Project 1:
Starting date: 2012
Frequency:
continuous
Project 2:
Starting date: 2013
Frequency:
Yearly
31
Sub program for Promotion
Project 3: Workshops in the source market. It is another kind of workshop which has
recently become more popular due to its lower cost, among other advantages. In this
case, people from the Philippines, probably from the TPB, shall be visiting certain
targeted countries, according to the prioritization of the markets. These sessions are
organized with buyers and professionals, in general, of the source market interested in
having more information about tourism products developed by the Philippines. The
working sessions will be organized based on the tourism products, so that buyers
interested can work and develop the referred products. They are usually organized in
one or maximum two cities of the source market.

Selecting the products that we want to enhance in the relevant source market
according to its prioritization set in the marketing strategy

Preparing the relevant publications and other materials based on the products
that shall be fostered and described during the workshop

Contacting the national professionals of the source market which shall be
visited, depending on the prioritization of the target markets, in order to see
their potential interest in participating in the workshop

Organizing the trip with adequate marketing and PR professionals from the
TPB and/ or DOT if necessary

Prepare and organize the sessions and activities to be held with the
professionals invited making them the more interesting and creative

Keep in contact with the attendees in order to know their grade of satisfaction
after the workshop
Project 4: Fam – trips. The fam - trips are familiarization trips attended by professionals
who will have to sell the destination to final consumers. The purpose of organizing these
trips is that the referred professionals get to know the destination and become familiar
so that in conclusion they sell the product and destination.

Select the product that will be fostered during the fam-trip according to the
product strategy

Select the destination where the fam-trip will be held in connection with the
selected products

Target the professionals who would be interested in buying these kind of
products so that they can sell them to final consumers

Organize and schedule the fam-trip with the national professionals who are
linked to the product to be promoted

Contact and invite the targeted international buyers to the fam-trips

Prepare de relevant publications (books, brochures, other products related to
the tourism product which is being sold, etc.)
Lead Stakeholders
Project 3:
Starting date: 2013
Frequency:
Biannual
Project 4:
Starting date: 2012
Frequency:
Annual
Strategic Partners
Project 1: DOT and TPB
Project 2: TPB
Project 3: TPB
Project 4: TPB
Project 1 to 4: Private sector (airlines, hospitality sector,
transportations services, activities and services regarding the
defined products to foster the Philippines)
Destinations for
At a national level
Estimated Cost (USD)
Project 1: 8.606.084 (40.000 per fair)
Project 2: 7.250.000
Project 3: 265.000
Project 4: 19.412.960
Philippine National Tourism Development Plan 2011-2016
Potential Financing Sources
Airlines, hotels, transportation services
Professional Associations
32
Sub program for Communication
Description and Projects
Time Frame
Communication is an essential element of the marketing action plan because it is the
tool that sends the message, generates expectations and creates an image of the
country in the tourists mind. Therefore, we propose the following projects to be carried
out at different levels in order to achieve a wider impact on tourists.
Project 1: Country Image & Branding Development. Developing an image of the
Philippines which matches the Vision Statement 2016 established in the Commercial
part of the Marketing and Promotion Strategy. “Becoming the must-experience
destination in Asia” has to be the message that summarizes all the communication
campaigns that advertise and promote products or experiences to be enjoyed in the
Philippines. This message shall be the conductor of the whole communication sub
program in order to have a global communications strategy and action plan.

Select a communication agency that understands the vision statement, the
tourism products selected to promote visitors to the Philippines, as well as the
experiences denominated special interest segment

Carry out different campaigns for each lifecycle segment identified in the
strategic document: students, generation X (sinks and dinks), family and baby
boomers

Organize a national event to present the country image campaign among the
professionals of the tourism sector

Organize an event at each of the overseas destinations where the DOT has a
representation office in order to present the new country image campaign to
all the professionals from the tourism sector
-
Project 1:
Starting date: 2012
Frequency:
Continuous
(2 – 3 years per
campaign)
Target the professionals who should specially attend the event. The
referred professionals should be selected among those who work for
targeted markets as well as those who work with specific products,
such as the ones that have been selected as products to be
developed by the Philippines
Project 2: Publications (guides, brochures, newsletters). Create a whole range of
publications for each category of products which include the vision statement 2016 and
the new country image. Moreover, the referred publications shall be designed for the
different continental regions as well as for the different segments, in some cases
(subject to the confirmation by the communication agency that will prepare the
documents). The referred documents would ideally be both: printed and electronic.
Project 2:
Starting date: 2013
Frequency:
Continuous
The printed documents shall be the following:
-
Guide of each Product category which describes in detail the available
destinations and services for each product
-
Brochures for each Product category which highlight the attractiveness of the
Philippines regarding the relevant product and experience, if such is the case
-
Newsletter to be published and mailed to all of the identified stakeholders
The digital documents shall be included in the DOT’s website and will be the following:
-
Digital version of the abovementioned documents: guide, brochure and
newsletter
-
Create a 2.0 site at the DOT’s website which enables tourists who have visited
the Philippines to explain their holidays. The 2.0 site will be divided by Product
categories (to be developed in the sub-program On-line Marketing)
This publications will be adapted or not to the different publics depending on the
assessment of the communications agency. Apart from the lifecycle segmentation, a
Philippine National Tourism Development Plan 2011-2016
33
Sub program for Communication
possible segmentation would be: final consumers and professionals.

Selection of a communication and publishing agency

In collaboration with the agency, definition of the concepts and that shall be
enhanced in each category of products

Preparing and publishing the documents
Project 3: Advertising (to final consumers). Organizing an advertising campaign for
mass media that will promote Philippines to final consumers from the targeted source
markets.

Select an advertising agency who designs the final consumer campaign. The
referred agency should be a local agency of the source market in collaboration
with the agency in Philippines with the creation of the country image
campaign

Analyze and select the general consumers media of the targeted sources
markets where the campaign should be published

Define and draw-up a media plan according to the periods when tourists start
considering and organizing holiday trips, also depending on the source market
distance with the Philippines. European source markets will need more
available days than Asian- Pacific countries, therefore the holiday concept
shall be different and the campaign in Asian- Pacific countries shall be
continuous

Publish the campaign in the selected media
Project 4: Advertising (to professionals) Organizing an advertising campaign for tourism
industry media that will promote the Philippines as a destination to be bought by the
professionals from the targeted source markets

Select an advertising agency who designs the campaign for the tourism
industry.

Analyze and select the professional media of the targeted sources markets
where the campaign should be published

Define and draw-up a media plan according to the periods when industry
professionals’ start buying destinations to offer to the final consumers as their
next holidays. Also in this case, depending on the source market different
buyer periods should be considered

Publish the campaign in the selected media
Lead Stakeholders
Project 3:
Starting date: 2012
Frequency:
Continuous (3 years
per publications)
Project 4:
Starting date: 2012
Frequency:
Continuous (5
years)
Strategic Partners
Project 1: DOT and TPB
Project 2: TPB
Project 3: TPB
Project 4: TPB
Communication agency and private sector to diffuse the
campaign
Publishers
National and International media companies
Destinations for
At a national level
Estimated Cost (USD)
Project 1: 2.943.149
Project 2: 1.100.000
Project 3: 7.095.091
Project 4: 5.295.041
Potential Financing Sources
Professional Associations of Publishers
Publishers, communication professionals and agencies
Sub program for Public Relations (PR)
Description and Projects
Public Relations are one of the communicational components of a company or institution
Philippine National Tourism Development Plan 2011-2016
Time Frame
34
Sub program for Public Relations (PR)
in order to inform and diffuse information regarding the organization at two levels, at an
internal (corporate level) and at an external level. The main goal is to reach all the
different types of targeted public by means of each selected media and certain events
are held so that the institution becomes not only known but also identified easily by the
public.
Project 1: Social events. Social events are a key tool to be developed among the tourism
sector at a national level so that the different professionals who are part of the industry
get together and achieve to act as one. In this sense they will manage to offer much
more complete and professionalized products to the stakeholders at the source markets.
This project aims to develop and promote the recognition of quality standards expected
from the tourists.
Project 1:
Starting date: 2014
Frequency:
Yearly and
continuous
These events shall be organized by TPB, at least once a year and will focus on the
attendance of the stakeholders of the sector. Moreover, in order to foster the
Philippines as a country where quality in tourism services and products is valued and
recognized the “Philippines Excellence Award” shall be created and organized on a yearly
basis.

As it is an award based on quality criteria, a program including a minimum
rules and standards that shall be fulfilled by those professionals willing to
participate in the contest and to be identified as a quality product and service

Publish a formal statement where the tourism sector at a nationwide level is
informed about the award that is going to be organized the following year in
connection with the quality program
-
The formal statement will be at least published at the DOT’s website
-
At the website they will find the minimum standards to fulfil in order
to register themselves to participate in the Philippines Excellence
Award
-
Once they have fulfilled the requirements they will be candidates to
the award

Contact a PR agent or company who will organize the annual event and assure
that the event gets the diffusion and quality image it must have

Create different Awards for each tourism product category defined in the
strategic program, so that professionals can be awarded in different categories

Create an image/ brand that can be used by the awarded in order to foster
their excellence
Project 2: Social networking. Social networking is based on the idea of short meetings
focused on a specific subject or area, obviously related to the products, special interest
segments or targeted source markets in order to share their knowledge and experience.
This project aims to develop and promote at a national level the knowledge sharing
focused on developing the country as an international destination adapted to the quality
and experience standards expected from the tourists.

Set the date for the quarterly meetings

Invite an international and recognized professional or a local professional from
the sector that would give a conference/ knowledge sharing talk

After that a forum opinion sharing and a discussion would be carried
Project 3: Worldwide events. Holding a worldwide event allows a country to prove to
the rest of the world that it is capable of not only organizing but also succeeding in being
the venue of an event. Moreover, the events are apart from a great publicity for the
country, a great opportunity for the tourism sector because any event, of any subject, is
connected to the tourism industry. In addition, a good knowledge and monitoring of the
main events to be held (at different scales, national, regional or worldwide) is required.
Philippine National Tourism Development Plan 2011-2016
Project 2:
Starting date: 2014
Frequency:
2 year program
(continuity subject
to assessment)
Project 3:
Starting date: 2013
Frequency:
Continuous
35
Sub program for Public Relations (PR)
In this project reference is made not only to MICE events, but also sportive, cultural and
politic events.

Monitoring and doing a follow-up of the future events to open a candidature
process

Preparing the relevant marketing materials to be attached to the candidature

Selecting a person from the TPB or DOT to carry out a lobbying position in
regard with the international stakeholders

Carrying out campaign so that the private sector gives the support needed in
front of the organization in charge of the event
Project 4: Worldwide Ambassadors Program. In order to achieve a worldwide image,
especially in those targeted source countries, the Ambassador Program has the following
main goal: make a Filipino celebrity (if possible) leaving overseas become in the
destination market an Ambassador to foster the image of the Philippines. The selected
person will be either Filipino or a person with large knowledge and a string link with the
Philippines. Moreover, the referred person shall have very developed social skills and a
good reputation among the tourism sector. Every source market will have an
Ambassador. (i.e. Bruno Mars, the singer, could be promoted as a Filipino Ambassador in
the USA).

Defining the criteria to select the Ambassador

Establishing determined goals for the Ambassador in the source market where
he represents the Philippines

Furnishing him with enough marketing publications and tools in order to be
able to attend meetings with stakeholders and provide information in an
adequate format

Presenting the Ambassadors once a year at the Philippines Excellence Award

Meeting up (once a year after the Award) with the Marketing Director of the
DOT in order to analyze the activities carried out and asses the progress
Project 5: Press dossier. It is classic PR activities consisting in putting together all the
articles, editorials and pieces of information, in general that have been published each
year in regard with the Philippines as a tourism destination.

Follow-up of the national and international media either specialized in tourism
or considered a general public information publication

Follow-up of the source market media and publications either specialized in
tourism or considered a general public information publication

Putting together all the pieces of information published on yearly basis in two
different types of support both paper and electronic
Project 6: Press Trips and Publicity. Publicity is a very important component of the PR
subprogram due to the fact that it is elaborated for free by opinion leaders and popular
journalists. In this case it is important especially in the source markets where these
opinion leaders can carry out a very valuable mission. Obtaining the publicity is normally
linked to the organization of a press trip, so that targeted opinion leaders from the
source markets are invited to discover the tourism products and experiences (depending
on what source market specific products and experiences shall be selected) of the
Philippines. In exchange for the invitation the referred journalists shall publish an article
or editorial in regard with their experience in the Philippines. The length and ideas to be
included in the article shall be agreed between each media representative or opinion
leader and the Marketing Director.

Targeting the opinion leaders of the targeted source markets

Planning and organizing the convenient press trip in connection with the
products to be fostered for each market

Look for support in the private sector so that the hotels, restaurants and
Philippine National Tourism Development Plan 2011-2016
Project 4:
Starting date: 2012
Frequency:
Continuous
Project 5:
Starting date: 2013
Frequency:
Continuous
Project 6:
Starting date: 2012
Frequency:
Yearly
36
Sub program for Public Relations (PR)
companies developing the activities included in each product are carried out for
in order to be considered a mid-term investment in order to achieve an
increase in number of tourists, length of stay and average expenditure, among
others

Inviting the opinion leaders to the press trip

Negotiating and agreeing on the “pay pack” in terms of pieces of information to
be published, etc.

Contacting the private sector in order to confirm and coordinate the trip
Lead Stakeholders
Strategic Partners
Project 1: TPB
Project 2: TPB
Project 3: DOT
Project 4: DOT and TPB
Project 5: TPB
Project 6: DOT and TPB
PR agents and companies to be hired for the organization of
the relevant events
Popular and outstanding Filipinos leaving overseas
Opinion leaders from the international media
Private sector of the tourism industry
Destinations for
At a national level, but also based on a product categories and special interest activities division (in regard with
Project 6)
Estimated Cost (USD)
Potential Financing Sources
Project 1: 205.765
Project 2: 42.738
Project 3: 979.779
Project 4: 183.947 (Only the expenses of the
Ambassador are considered, 2.000 per
Ambassador)
Project 5: 240.000
Project 6: 7.257.027
DOT funding
Carrying out public private partnerships with the private
sector: airlines, hotels, etc. (in regard with the Project 5:
strategic partnerships of the commercialisation sub
program
Sub program for Online Tourism
Description and Projects
Time Frame
This online marketing program will enhance the visibility of the destination online and
keep marketing actions updated towards new technologies use and opportunities.
Internet is a strategic tool to attract a large number of customers and to construct the
image of the destination. New technologies are developing fast and providing innovative
tools for tourism marketing (i.e. enhance reality, role games, holograph, helmet vision,
3D devices, etc.).

Project 1: New technologies and tools development. The web 2.0 is a channel of
communication between customers, and new formats and tools will arrive to
enhance and improve the experiences. It will be a key factor of success to keep
marketing updated on all opportunities coming from innovative technologies. Some
of the following tasks and actions could be done, previous assessment of market
adequacy:
Project 1:
Starting date: 2012
Frequency:
continuous
Propose a version of the DOT’s Website on Smartphone
Create a travel planner on the website with more possibilities (reservations,
calendar, comments, pictures) to increase the attraction of the concept and
increase direct sales and reservations
Insert interactive maps, video and photos sharing, wikis, widgets in the website
Dedicate a section of the website to comments and forum about the destination
(the customer can share his experience and knowledge of the destination, as
well as pictures). This section will be organized by categories. The referred
categories will be the 9 tourism products Philippines’s has to foster, so that
customers can give their opinion focused on the products portfolio
Monitor the customer feedback and expectations of the destination by integrating
social network such as Facebook, Twitter and Trip advisor
Philippine National Tourism Development Plan 2011-2016
37
Sub program for Online Tourism

Project 2:
Starting date: 2013
Project 2: Community Manager Development
This activity consists in managing in an efficient way the communication that other
publish on-line by using the correct tools in order to focus in what we
consider out potential tourists to the Philippines are interested in. Some
examples of tools to be analyzed are blogs, specialized online communities,
regarding tourism based communities, for instance; or Twitter accounts,
“Like“ or “Fans” in Facebook, etc.
Frequency:
continuous
Every national and international office of the network will have a position assigned
to a Community Manager in order to obtain as much information as possible
of the Philippines, therefore reduce distance
Lead Stakeholders
Strategic Partners
TPB
Communication agencies focused on 2.0 and on-line
marketing
Consultancy firms regarding Community Management
Destinations for
At a global level
Estimated Cost (USD)
Potential Financing Sources
Project 1: 5.058.538 (70.000 per campaign per
market)
Project 2: 3.150.000 (40.000 per Manager per
market)
Governmental funding
Public-Private Partnerships
Detail Operational Marketing Plan for 2012 per Market
Operational Marketing Actions for Domestic Tourism
Description and Projects
1.
Branding campaigns

2.
3.
4.
Focus on advertising campaigns to strengthen the Philippines as a tourism destination for local
tourism
E-marketing campaigns

On-line marketing campaign fostering the country branding addressed to Students, Families and
Generation X.

Creation of an android or Iphone application matching the country’s branding
Press – trips/ Publicity – 2 trips to be organized per year

Addressed to press (journalists and opinion leaders) focused on divers and culture/ nature tourism

Focus on nationals to promote their involvement on travelling around their country and encounter
their traditions
Advertising (to final consumers) – (Insertions in 2 different media)

Advertisements on press for nature and culture tourism: Nature based tourism: 3 full pages; Culture
Tourism: 2 full pages.

Addressed to Students, Families and Generation X

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 112.000
Project 2: 70.000
Project 3: 150.000
Project 4: 50.000
Philippine National Tourism Development Plan 2011-2016
38
Operational Marketing Actions for Japan
Description and Projects
1.
Tourism & Travel Fairs (includes consumer & trade fairs and 6 fairs as average number of fairs per year to
attend)
2.
Product Lounge “Special Interest Segments” (4 product lounges to be organized)

3.
4.
5.
6.
7.
8.
During the 12th Global Travel & Tourism Summit in April 17th-19th, a product lounge event should be
organized in an attractive venue in Tokyo where the press would attend as well as other key
stakeholders. Addressed to Divers, Relaxation and nature, Golf and honey mooners.
Road Shows (4 road shows to be organized)

Focused on nature based tourism, Culture tourism and Shopping, Leisure & entertainment

Addressed to generation X

To be organized in Tokyo – Yokohama and Osaka – Kyoto

They should be organized in February so that people consider the Philippines when they start booking
their trips for the Golden Week, at the end of April or beginning of May
Workshops

Focused on divers and Beach relaxation and nature

Addressed to generation X

A diving experience either in Bohol or El Nido (Palawan)

During 5 days, at the best time of the diving season
Worldwide Ambassador Program

A Filipino celebrity or a Japanese closely related to the Philippines to act as the country’s Ambassador

Focused on commercialising Nature based tourism and Shopping, Leisure & entertainment

Addressed to Baby boomers and Generation X, however the Ambassador should also do lobbying
activities versus the tour operators and travel agents
E-marketing campaigns

Focused on Culture tourism and Shopping, Leisure & entertainment

Addressed to ladies and baby boomers

On-line marketing campaign fostering the country branding

Creation of an android or Iphone application matching the country’s branding allowing to develop emarketing campaigns.
Press – trips/ Publicity – 4 trips to be organized per year

Focused on specialized press on Divers and Beach relaxation and nature

Pick the right Journalists and opinion leaders in Japan
Advertising (to final consumers) – (Insertions in 2 different media)

Advertising in printed media:
Diving: 3 full pages
Health & Wellness and Medical Tourism: 2 full pages
Weddings and Honeymooners: Print expo
9.

Addressed to overseas Filipinos, adventure seekers, ladies and baby boomers

The ads shall be printed in specific media regarding the product or segment
Advertising (to professionals ) - (Insertions in 2 different media)

Focused on MICE and Professionals from the tourism sector

Addressed to professionals of the MICE and general tourism sector

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Philippine National Tourism Development Plan 2011-2016
39
Operational Marketing Actions for Japan
Project 1: 120.000
Project 2: 80.000
Project 3: 100.000
Project 4: 225.000
Project 5: No cost (N/A)
Project 6: 70.000
Project 7: 100.000
Project 8: 120.000
Project 9: 90.000
Operational Marketing Actions for USA
Description and Projects
1.
Country Branding
Branding campaigns addressed to final consumers and professionals from the tourism industry in general
2.
3.
4.
Consumer Travel Shows

Focused on Nature based tourism, especially oriented to divers, adventure seekers and bird
watching. Health and wellness is also a product to be fostered, however, we suggest to focus on
Nature Based Tourism in 2012

Public attracted to Nature based tourism, normally generations X and overseas filipinos

Where to go?
-
Vacation Leisure Outdoor Show (VLOS) – San Antonio, Texas
-
Chicago Tribune’s Travel & Adventure Show (CT – TAS) – Illinois
-
41st Underwater Show – Illinois
-
New York Times Travel Show – New York City
-
Adventures in travel Show – Washington DC
-
Los Angeles Times Travel & Adventure Show – Los Angeles
-
Beneath the Sea – Sea caucus, New Jersey
-
Bird Fair in America – Pennsylvania
-
San Diego Travel Show
-
Scuba dive Show
-
NBC 5 Travel Expo
Travel Trade Shows

Focused on Health & Wellness (Medical tourism, regarding the special interest segments) and MICE

Addressed to Professionals from the tourism industry in general

Where to go?
-
Education Travel Fair/ Conference - Providence
-
5th World Medical Tourism & Health Congress and Employers Health Congress
-
IMEX America – Las Vegas
-
ITME or “the Motivation Show” – Chicago
-
DEMA Show
Special Interest Segments “Product Lounge” – 5 lounges to be organized

Focused on Diving, Bird watching experiences, Medical tourism and MICE

Addressed to professionals

Where to go?
-
Diving Lounge: Los Angeles during the Scuba Diving Show – May 16 - 17
-
Bird watching: Pennsylvania during the Bird Fair in America – April 1 – 3
-
Medical tourism during the 5th World Medical Tourism (city to be arranged) – Between
Philippine National Tourism Development Plan 2011-2016
40
Operational Marketing Actions for USA
October and November
5.
6.
MICE: Chicago during the ITMA (The Motivational Show) - October
Press – trips/ Publicity – 4 trips to be organized per year

Focused on Nature based products and Health & Wellness Tourism

Addressed to Journalists and opinion leaders in the USA
Fam – trips – 7 fam trips to be organized

Focused on Bird watching, Diving, Medical tourism, MICE

Addressed to Travel agents, incentive houses, congress and conventions organizers and tour
operators in general

Organization and Details:
Bird watching:
-
4 people per office and 5 offices = 15 people
-
February
-
1 week duration
-
3 people per office and 5 offices = 15 people
-
April
-
1 week duration
Diving:
Medical Tourism:
-
3 people per office and 5 offices = 15 people
-
June
-
1 week duration
-
3 people per office and 5 offices = 15 people
-
November
-
1 week duration
MICE:
Tour – operators (2 fam – trips):
7.
8.
9.
-
4 people per office and 4 offices = 16 people (per fam – trip)
-
June and September
-
1 week duration
Worldwide Ambassador Program

A Filipino celebrity or an American citizen closely related to the Philippines. (i.e. Bruno Mars who
descents from a Filipino family)

Focused on the whole country in general, promoting the values that differentiates the Philippines
from the rest of the countries, but especially Nature based tourism and Shopping, Leisure &
entertainment

Addressed to all segments in general because the purpose is to promote the country in the source
market. However, we would like to point our attention on the US – American Filipinos so that the
Ambassador can develop a role of encouraging them to go back to visit the Philippines and rediscover
their origins and traditions.
E-marketing campaigns

Focused on Nature, Culture, divers, adventure seekers, etc.

Addressed to ladies, baby boomers and overseas Filipinos

On-line marketing campaign fostering the country brand

Creation of an android or iphone application matching the country’s branding allowing to develop emarketing campaigns.
Advertising (to final consumers) – (Insertions in 2 different media)

Advertising in printed media:
Philippine National Tourism Development Plan 2011-2016
41
Operational Marketing Actions for USA
Diving: 3 full pages
Health & Wellness and Medical Tourism: 2 full pages
Weddings and Honeymooners: Print expo

Addressed to overseas Filipinos, adventure seekers, ladies and baby boomers

The ads shall be printed in specific media regarding the product or segment
10. Advertising (to professionals ) - (Insertions in 2 different media)

Focused on MICE and Professionals from the tourism sector

Addressed to professionals of the MICE and general tourism sector

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 112.000
Project 2: 220.000
Project 3: 80.000
Project 4: 50.000
Project 5: 200.000
Project 6: 525.000
Project 7: No cost
Project 8: 70.000
Project 9: 75.000
Project 10: 72.000
Operational Marketing Actions for South Korea
Description and Projects
1.
Country Branding

2.
3.
4.
Advertising addressed to final consumers and professionals from the tourism industry in general to
brand the country
Tourism & Travel Fairs (includes consumer & trade fairs and 8 fairs as average number of fairs per year
to attend)

Focused on Educational, Diving, Shopping, Leisure & Entertainment, Sun & beach, MICE

Addressed to Students and Generation X

Where to go?
-
Educational : Korea Study Abroad & Language Fair
-
General travel fairs
Product Lounge “Special Interest Segments” (12 product lounges to be organized)

Focused on Educational, Divers, Honeymooners, Golf

Addressed to Students and Generation X

In Seoul specially making them match with travel fairs of the specific segment in SeptemberNovember
Fam – trips – 8 fam trips to be organized

Focused on Educational, Diving, Shopping, Leisure & Entertainment

Addressed to Travel agents, incentive houses, congress and conventions organizers and tour
operators in general

Organization and Details:
Educational:
-
5 people per office and 4 offices = 20 people
-
February - May
Philippine National Tourism Development Plan 2011-2016
42
Operational Marketing Actions for South Korea
-
1 week duration
-
3 people per office and 4 offices = 12 people
-
February - May
-
1 week duration
Diving:
Shopping, Leisure & Entertainment:
-
4 people per office and 5 offices = 20 people
-
February - May
-
1 week duration
-
2 people per office and 6 offices = 12 people
-
February - May
-
1 week duration
MICE:
5.
6.
7.
8.
Worldwide Ambassador Program

A Filipino celebrity or a Korean closely related to the Philippines

Focused on Nature based tourism and Shopping, Education and Leisure & entertainment

Addressed to Generation X, ladies, students and group travellers in general, however the
Ambassador should also do lobbying activities versus the tour operators and travel agents
E-marketing campaigns

Focused on Educational, Shopping, Leisure & entertainment, Divers, MICE

Addressed to Students, ladies, generation X and professionals of the MICE sector

On-line marketing campaign fostering the country brand

Creation of an android or iphone application matching the country’s branding allowing to develop emarketing campaigns.
Press – trips/ Publicity – (4 trips to be organized per year)

Focused on Shopping, Leisure & entertainment

Addressed to Journalists and opinion leaders in Korea

Visit destinations in the Philippines that enhance the referred tourism products (i.e. Cebu, Makati city
in Manila)

Organization and Details:
-
2 people per office and 4 offices = 8 people
-
March and October
-
1 week duration
Advertising (to final consumers) - (Insertions in 12 different media)

Printed ads for:
Educational: 3 full pages
Shopping, Leisure & entertainment: 2 full pages
9.

Addressed to Students, ladies and baby boomers

The ads shall be printed in specific media regarding the product or segment
Advertising (to professionals ) - (Insertions in 8 different media)

Addressed to professionals from the tourism sector

The ads shall be printed in specific media regarding the product or segment to be fostered
Estimated Cost (USD)
Project 1: 112.000
Project 2: 180.000
Project 3: 80.000
Philippine National Tourism Development Plan 2011-2016
43
Operational Marketing Actions for South Korea
Project 4: 300.000
Project 5: 0
Project 6: 70.000
Project 7: 100.000
Project 8: 200.000
Project 9: 72.000
Operational Marketing Actions for China
Description and Projects
1.
Branding campaign

2.
Addressed to final consumers and professionals from the tourism industry in general
Tourism & Travel Fairs (includes consumer & trade fairs and 8 fairs as average number of fairs per year
to attend)

Focused on:
Shopping, Leisure & entertainment
Sun & beach
MICE

To what segments?
Honey mooners, beach lovers, shopping lovers and MICE
Attending general tourism fairs
3.
Product Lounge “Special Interest Segments” – (12 to be organized)

Focused on:
Shopping, Leisure & entertainment
Sun & Beach

Where to organize the lounge?

When?
-
2 product lounges to be organized in Shanghai and 2 in Beijing
January – February, before Chinese New Year
4.
Fam – trips –4 fam trips to be organized per product

Focused on:
Shopping, Leisure & entertainment
Cultural Tourism
Sun & Beach

Addressed to Travel agents and tours operators, mainly.

Organization and Details:
Shopping, Leisure & entertainment
-
3 people per office and 4 offices = 12 people
-
January, June and October
-
1 week duration
Cultural Tourism
5.
-
3 people per office and 4 offices = 12 people
-
January, June and October
-
1 week duration
Worldwide Ambassador Program

A Filipino celebrity or a Chinese closely related to the Philippines

Focused on:
Philippine National Tourism Development Plan 2011-2016
44
Operational Marketing Actions for China
Shopping, Leisure & entertainment, sun & beach and cultural tourism

To what segments?
Generation X and baby boomers, however the Ambassador should also do lobbying activities versus the tour
operators and travel agents
6.
E-marketing campaigns

Focused on:
Culture tourism; Shopping, Leisure & entertainment; Sun & beach

To what segments?
Generation X and baby boomers
7.

E-marketing campaign fostering the country brand

Creation of an android or iphone application matching the country’s branding allowing to develop emarketing campaigns.
Advertising (to final consumers) - (Insertions in 8 different media)

Ads focused on:
Shopping, Leisure & Entertainment: 3 full pages
Cultural Tourism: 2 full pages
Weddings and Honeymooners: Print expo
8.

Addressed to special interest segments

The ads shall be printed in specific media regarding the product or segment
Advertising (to professionals ) - (Insertions in 4 different media)

Focused on MICE and Professionals from the tourism sector

Addressed to professionals of the MICE and general tourism sector

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 112.000
Project 2: 250.000
Project 3: 80.000
Project 4: 480.000
Project 5: 0
Project 6: 225.000
Project 7: 120.000
Operational Marketing Actions for Australia
Description and Projects
1.
Country branding

2.
Addressed to final consumers and professionals from the tourism industry in general
Tourism & Travel Fairs (includes consumer & trade fairs and 3 fairs as average number of fairs per year
to attend)

Focused on:
Nature based tourism
Culture Tourism
Sun & Beach
MICE

Addressed to Travel agents and tour operators focusing on families, generation X and baby boomers
Philippine National Tourism Development Plan 2011-2016
45
Operational Marketing Actions for Australia

3.
What fairs to attend?
-
The tourism trade fairs to attend shall be general tourism fairs where the Philippines must
enhance the above mentioned tourism products.
-
A good opportunity to present the products will be Australian Tourism Exchange (ATE) a
trade show to be organized in Perth in June (15 – 21), 2012.
Product Lounge “Special Interest Segments” – (8 to be organized)

Focused on:
Divers
Adventure seekers
Honey mooners
Culture explorers

To what segments?
Families, generation X and baby boomers

Where to carry out the product lounge?
The Product Lounge of the “special interest segments” should be organized during the ATE trade show in order
to complement the tourism products presented and promoted during the fair.

When?
June, 15 – 21
4.
Fam – trips – 3 fam trips to be organized

Focused on:
Nature based tourism
Culture Tourism
Sun & Beach
MICE

Addressed to Travel agents and tours operators

Organization and Details:
Nature based tourism
-
3 people per office and 4 offices = 12 people
-
October - December
-
1 week duration
Culture Tourism
-
3 people per office and 4 offices = 12 people
-
October - December
-
1 week duration
-
4 people per office and 4 offices = 16 people
-
October - December
-
1 week duration
-
3 people per office and 4 offices = 12 people
-
October - December
-
1 week duration
Sun & Beach
MICE
5.
Worldwide Ambassador Program

A Filipino celebrity or an Australian closely related to the Philippines

Focused on Nature based tourism, culture Tourism, sun & Beach and MICE

To what segments?
Philippine National Tourism Development Plan 2011-2016
46
Operational Marketing Actions for Australia
Families, generation X and baby boomers, however the Ambassador should also do lobbying activities versus
the tour operators and travel agents
6.
Press – trips/ Publicity – 2 trips to be organized per year

Focused on:
Divers
Adventure seekers
7.

Addressed to Journalists and opinion leaders in Australia

Organization and Details:
-
2 people per office and 4 offices = 8 people
-
February and November
-
1 week duration
Advertising (to final consumers) - (Insertions in 2 different media)

Ads focused on:
Nature based tourism: 2 full pages
Culture Tourism: 2 full pages
Sun & Beach: 2 full pages

To what segments?
Adventure seekers, generation X and baby boomers

Where?
The ads shall be printed in specific media regarding the product or segment
8.
Advertising (to professionals) - (Insertions in 2 different media)

Focused on MICE

To what segments?
Professionals of the MICE and general tourism sector

Where?
The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 112.000
Project 2: 120.000
Project 3: 40.000
Project 4: 225.000
Project 5: 0
Project 6: 100.000
Project 7: 75.000
Project 8: 90.000
Operational Marketing Actions for Singapore
Description and Projects
1.
Tourism & Travel Fairs (includes consumer & trade fairs and 8 fairs as average number of fairs per year
to attend)

Focused on:
Shopping, Leisure & Entertainment
Sun & beach

To what segments?
Mainly tour operators and travel agents, with special reference to those specialised in divers, who will have a
special program for 2011 and 2012 called “Asia dive now”
Philippine National Tourism Development Plan 2011-2016
47
Operational Marketing Actions for Singapore

What trade fairs to attend?
ITB Asia – 2012 (7 – 11 March)
NATAS (Singapore National Association of Travel Agents) – (February, to be arranged)
2.
Product Lounge “Special Interest Segments” – (8 to be organized)

Focused on:
Shopping, Leisure & Entertainment
Beach Relaxation
Golf
Honey mooners

To what segments?
Generation X and families, especially expatriates leaving in Singapore

Where to carry out the product lounge?
During the referred trade shows special product lounge events should be carried out
3.
Fam – trips – 2 fam trips to be organized

Focused on:
Shopping, Leisure & Entertainment
Sun & beach

Addressed to Tour operators and travel agents working with package tours

Organization and Details:
Shopping, Leisure & Entertainment:
-
5 people per office and 4 offices = 20 people
-
June and November
-
1 week duration
-
5 people per office and 4 offices = 20 people
-
June and November
-
1 week duration
Sun & beach:
4.
Worldwide Ambassador Program

A Filipino celebrity or a Singaporean closely related to the Philippines

Focused on: Shopping, Leisure & entertainment and Sun & beach

To what segments?
Generation X and families, especially expatriates however the Ambassador should also do lobbying activities
versus the tour operators and travel agents
5.
E-marketing campaigns

Focused on:
Shopping, Leisure & Entertainment
Beach Relaxation
Golf
Honey mooners

To what segments?
Generation X and families, especially expatriates leaving in Singapore

Where to diffuse the campaigns:
On-line marketing campaign fostering the country brand
Creation of an android or iphone application matching the country’s branding allowing to develop e-marketing
campaigns.
6.
Press – trips/ Publicity – 3 trips to be organized per year
48
Philippine National Tourism Development Plan 2011-2016
Operational Marketing Actions for Singapore

Products, experiences and values related to be fostered:
Shopping, Leisure & Entertainment
Beach Relaxation
Golf
Honey mooners

Addressed to Journalists and opinion leaders in Singapore

Where to go?
Destinations in the Philippines that enhance the referred tourism products, such as Makaty city (Manila), Cebu,
Boracay or Bohol

7.
Organization and Details:
-
2 people per office and 4 offices = 8 people
-
February, May and November
-
1 week duration
Advertising (to final consumers) – (Insertions in 2 different media)

Advertising in printed media:
Diving: 3 full pages
Health & Wellness and Medical Tourism: 2 full pages
Weddings and Honeymooners: Print expo
8.

Addressed to overseas Filipinos, adventure seekers, ladies and baby boomers

The ads shall be printed in specific media regarding the product or segment
Advertising (to professionals ) - (Insertions in 2 different media)

Focused on MICE and Professionals from the tourism sector

Addressed to professionals of the MICE and general tourism sector

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 120.000
Project 2: 40.000
Project 3: 150.000
Project 4: 0
Project 5: 70.000
Project 6: 150.000
Project 7: 75.000
Project 8: 90.000
Operational Marketing Actions for Malaysia
Description and Projects
1.
Tourism & Travel Fairs (includes consumer & trade fairs and 3 fairs as average number of fairs per year
to attend)

Focused on:
Leisure and shopping
Health and Wellness tourism

Addressed to mainly tour operators and travel agents

What trade fairs to attend?
MATTA (Malaysia Association of Tour & Travel Agents Fair) – Kuala Lumpur – (August, to be arranged)
2.
Product Lounge “Special Interest Segments” – (4 to be organized)
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Philippine National Tourism Development Plan 2011-2016
Operational Marketing Actions for Malaysia

Focused on:
Shopping, Leisure & Entertainment
Health and wellness

To what segments?
Professionals of the leisure and health industry as well as travel agents, in general. In terms of final consumers
the targeted segments would be families and generation X, especially expatriates

Where to carry out the product lounge?
During the referred trade show in Kuala Lumpur, special product lounge events should be carried out
3.
Fam – trips – 2 fam trips to be organized

Focused on:
Shopping and leisure
Health and Wellness tourism

Addressed to tour operators and travel agents working with package tours

Organization and Details:
Shopping and Leisure tourism:
-
4 people per office and 4 offices = 16 people
-
June and November
-
1 week duration
Health and Wellness tourism:
4.
-
4 people per office and 4 offices = 16 people
-
June and November
-
1 week duration
Worldwide Ambassador Program

A Filipino celebrity or a Malaysian closely related to the Philippines

Focused on Leisure, shopping and Health and Wellness tourism

To what segments?
Families and Generation X, especially expatriates however the Ambassador should also do lobbying activities
versus the tour operators and travel agents
5.
E-marketing campaigns

Focused on:
Medical tourism
Shopping, Leisure and entertainment

To what segments?
Generation X and families, especially expatriates leaving in Malaysia

Where to diffuse the campaigns:
On-line marketing campaign fostering the country brand
The creation of an android or iphone application matching the country’s branding allowing to develop emarketing campaigns.
6.
Press – trips/ Publicity – 2 trips to be organized per year

Focused on:
Shopping and leisure tourism
Health and Wellness tourism

Addressed to:
Journalists and opinion leaders in Malaysia

Where to go?
Destinations in the Philippines that enhance the referred tourism products, such as Makaty city (Manila), Cebu
or Bohol
Philippine National Tourism Development Plan 2011-2016
50
Operational Marketing Actions for Malaysia

7.
Organization and Details:
-
2 people per office and 4 offices = 8 people
-
February, May and November
-
1 week duration
Advertising (to final consumers) – (Insertions in 2 different media)

Advertising in printed media:
Diving: 3 full pages
Health & Wellness and Medical Tourism: 2 full pages
Weddings and Honeymooners: Print expo
8.

Addressed to overseas Filipinos, adventure seekers, ladies and baby boomers

The ads shall be printed in specific media regarding the product or segment
Advertising (to professionals ) - (Insertions in 2 different media)

Focused on MICE and Professionals from the tourism sector

Addressed to professionals of the MICE and general tourism sector

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 120.000
Project 2: 40.000
Project 3: 150.000
Project 4: 0
Project 5: 70.000
Project 6: 100.000
Project 7: 50.000
Project 8: 80.000
Operational Marketing Actions for Canada
Description and Projects
1.
Tourism & Travel Fairs (includes consumer & trade fairs)

Focused on:
Nature based tourism (with special attention to bird watching and divers)
Health and wellness tourism

Addressed to:
Tour operators and travel agents focused on the referred segments, as well as general tourism professionals.
Overseas Filipinos.

What fairs to attend?
The Outdoor Adventure Show – Toronto –(24 – 26 February)
Travel & Vacation Show – Ottawa – (11 – 12 March)
International Travel & Tourism Show – Montreal – (October, to be arranged)
Addison travel Shows
2.
Product Lounge “Special Interest Segments” – (6 to be organized)

Products, experiences and values related to be fostered:
Divers
Adventure
Bird watching

Addressed to:
Philippine National Tourism Development Plan 2011-2016
51
Operational Marketing Actions for Canada
Professionals of the referred Nature Tourism Industry as well as travel agents, in general

Where to carry out the product lounge?
During the referred trade shows that shall be carried out in Toronto, Montreal and Ottawa, special product
lounge events should be carried out referred to these nature based tourism segments
3.
Fam – trips – 1 fam trips to be organized

Focused on:
Nature based tourism (with special attention to bird watching, divers and adventure)

Addressed to:
Professionals of the tourism sector especially those focused in eco-tourism

Organization and Details:
Nature based tourism:
4.
-
3 people per office and 6 offices = 18 people
-
November
-
1 week duration
Worldwide Ambassador Program

A Filipino celebrity or a Canadian closely related to the Philippines

Focused on:
Nature based tourism and eco-friendly practices

To what segments?
The Ambassador should do lobbying activities towards the tour operators, travel agents and overseas filipinos
5.
Press – trips/ Publicity – 2 trips to be organized per year

Focused on:
Nature based Tourism (including: diving, adventure and bird watching)

Addressed to:
Journalists and opinion leaders in Canada

Where to go?
Destinations in the Philippines that enhance the referred tourism products

Organization and Details:
Nature based Tourism
-
2 people per office and 4 offices = 8 people
-
February, May and November
-
1 week duration
Estimated Cost (USD)
Project 1: 80.000
Project 2: 60.000
Project 3: 75.000
Project 4: 0
Project 5: 100.000
Operational Marketing Actions for India
Description and Projects
1.
Tourism & Travel Fairs (includes consumer & trade fairs and 3 fairs as average number of fairs per year to
attend)

Focused on:
Shopping & Entertainment
52
Philippine National Tourism Development Plan 2011-2016
Sun & Beach
Educational tourism

To what segments?
Upper class, basically students and families

What fairs to attend?
Travel & Tourism Fair Trade – Chennai – (January, 6 – 8)
Outbound Travel Mart – Mumbai – (February 17 – 19)
Outbound Travel Mart – New Delhi – (February 23 – 24)
2.
Special interest Product Lounge – (2 to be organized, one in Mumbai and one in New Delhi)

Focused on:
Shopping & entertainment, Sun & Beach, Educational, and MICE tourism

Addressed to:
Upper class and luxury travel agents

Where should the lounge be organized?
During the Outbound Travel Mart in Mumbai and New Delhi

When?
February 17 – 19 and 23 – 24
3.
Worldwide Ambassador Program

A Filipino celebrity or an Indian closely related to the Philippines

Focused on: Nature based tourism, culture tourism and Shopping, Leisure & entertainment

To what segments?
Families and students, however the Ambassador should also do lobbying activities versus the tour operators and
travel agents
4.
Fam – trips – 2 fam trips to be organized

Focused on:
Shopping & Entertainment
Sun & Beach

To what segments?
Upper class and luxury travel agents

Organization and Details:
Shopping, sun & beach
5.
-
4 people per office and 5 offices = 20 people
-
April and June
-
1 week duration
E-marketing campaigns

Focused on:
Shopping, Leisure & entertainment; Sun & Beach: Educational

To what segments?
Families and students
On-line marketing campaign fostering the country brand
Creation of an android or iphone application matching the country’s branding for e-marketing campaigns.
6.
Advertising (to final consumers) - (Insertions in 2 different media)

Ads focused on:
Sun & Beach: 2 full pages
Educational Tourism: 2 full pages

To what segments?
Families and students

Where?
Philippine National Tourism Development Plan 2011-2016
53
The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 60.000
Project 2: 10.000
Project 3: 0
Project 4: 150.000
Project 5: 70.000
Project 6: 150.000
Operational Marketing Actions for Hong Kong
Description and Projects
1.
Tourism & Travel Fairs (includes consumer & trade fairs and 3 fairs as average number of fairs per year
to attend)

Focused on:
Nature based tourism (Diving)
Sun & Beach

To what segments?
Families, however in terms of professionals the target shall be tour operators or travel agents specialized in the
above mentioned tourism products.

What fairs to attend?
Diving, Resort & Travel Expo – Hong Kong (July, to be arranged)
2.
Special interest Product Lounge – (4 to be organized)

Focused on:
Diving, adventure, culture explorers and honey mooners

To what segments?
Travel agents and tour operators whose target segment are families or couples passionate of the nature
tourism based segments and culture tourism

Where the lounge should be organized?
During the Diving, Resort & Travel Expo
3.
Worldwide Ambassador Program

A Filipino celebrity or a hongkonese closely related to the Philippines

Focused on:
Nature based tourism, culture tourism and Sun & Beach

To what segments?
Families, however the Ambassador should also do lobbying activities versus the tour operators and travel
agents
4.
Fam – trips – 1 fam trips to be organized

Focused on:
Culture Tourism
Nature based tourism

To what segments?
Travel agents and tour operators whose target segment are families or couples

Organization and Details:
Nature based tourism & Culture Tourism:
5.
-
4 people per office and 5 offices = 20 people
-
April and June
-
1 week duration
E-marketing campaigns
Philippine National Tourism Development Plan 2011-2016
54
Operational Marketing Actions for Hong Kong

Focused on:
Nature tourism and Culture tourism

To what segments?
Families

Where to diffuse the campaigns?
On-line marketing campaign fostering the country brand
Creation of an android or iphone application matching the country’s branding for e-marketing campaigns.
6.
Advertising (to final consumers) - (Insertions in 2 different media)

Ads focused on:
Nature based tourism: 2 full pages
Culture Tourism: 2 full pages

To what segments?
Families

Where?
The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 60.000
Project 2: 20.000
Project 3: 0
Project 4: 75.000
Project 5: 70.000
Project 6: 50.000
Operational Marketing Actions for Taiwan
Description and Projects
1. Tourism & Travel Fairs (includes consumer & trade fairs and 3 fairs as average number of fairs per year
to attend)

Focused on:
Shopping, Leisure & Entertainment
MICE
Nature based tourism (Diving)

To what segments?
In terms of visitors and general public the segment targeted are the families, however in terms of professionals
the target shall be tour operators or travel agents specialized in the above mentioned tourism products.

What fairs to attend?
Taipei International Travel Fair– Taipei (to be arranged)
2.
Special interest Product Lounge – (4 to be organized)

Focused on:
Diving, Shopping, Leisure & Entertainment, golf and MICE

To what segments?
Travel agents and tour operators whose target segment are passionate of the above mentioned activities

Where the lounge should be organized?
Taipei International Travel Fair
3.
Worldwide Ambassador Program

A Filipino celebrity or a Taiwanese closely related to the Philippines
Philippine National Tourism Development Plan 2011-2016
55
Operational Marketing Actions for Taiwan

Focused on:
Shopping, Leisure & Entertainment, Nature based tourism (Diving), MICE

To what segments?
The Ambassador program should also do lobbying activities towards the tour operators and travel agents
4.
Fam – trips – 2 fam trips to be organized

Focused on:
Shopping, Leisure & Entertainment
MICE

To what segments?
Travel agents and tour operators whose target segment are people interested in the above mentioned tourism
products

Organization and Details:
Shopping, Leisure & Entertainment
-
4 people per office and 5 offices = 20 people
-
July
-
1 week duration
-
4 people per office and 5 offices = 20 people
-
July
-
1 week duration
MICE
5.
E-marketing campaigns

Focused on:
Shopping, Leisure & Entertainment, MICE, Nature based tourism (Diving)

To what segments?
Families

Where to diffuse the campaign?
On-line marketing campaign fostering the country brand
Creation of an android or iphone application matching the country’s branding for e-marketing campaigns.
6.
Advertising (to final consumers) - (Insertions in 2 different media)

Focused on:
Shopping, Leisure & Entertainment: 2 full pages
Nature based tourism: 2 full pages

To what segments?
General public and families

Where?
The ads shall be printed in specific media regarding the product or segment
7.
Advertising (to professionals) - (Insertions in 2 different media)

Focused on:
MICE

To what segments?
Professionals of the MICE and general tourism sector

Where?
The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 60.000
Philippine National Tourism Development Plan 2011-2016
56
Operational Marketing Actions for Taiwan
Project 2: 20.000
Project 3: 0
Project 4: 150.000
Project 5: 70.000
Project 6: 80.000
Project 7: 72.000
Operational Marketing Actions for Germany
Description and Projects
1.
Road Shows (4 road shows to be organized)

Focused on:
Divers, Adventure, Culture Explorer and Beach Relaxation and Nature

To what segments?
Families and generation X

Where to go? (trade shows, or local destinations, where to organize) – If known not always:
Munich – Stuttgart – Frankfurt
Berlin – Hanover – Hamburg

When?
They should be organized between the months of February and April when people are still thinking about what
to do during the summer holidays which should be the most interesting period to travel due to the long
distance between Germany and the Philippines.
2.
Product Lounge “Special Interest Segments”

Focused on:
Divers
Adventure
Culture Explorer
Beach Relaxation and Nature

To what segments?
To tour operators and travel agents focused on the abovementioned experiences as well as agents focused on
Generation X and Families population segments

Where to organize the lounge?
During the Road – Shows a lounge shall be organized in each city
3.
Worldwide Ambassador Program

A Filipino celebrity or a German closely related to the Philippines

Focused on:
Divers, Adventure, Culture Explorer and Beach Relaxation and Nature

To what segments?
The Ambassador program should also do lobbying activities towards the tour operators and travel agents and
in terms of visitors it should be focused in Families and Generation X
4.
Press – trips/ Publicity – 2 trips to be organized per year

Focused on:
Divers, Adventure, Culture Explorer and Beach Relaxation and Nature

To what segments?
Journalists and opinion leaders in Germany especially those specialized in nature tourism or culture
exploration.

Where to go?
Destinations in the Philippines that enhance the referred tourism products
Philippine National Tourism Development Plan 2011-2016
57
Operational Marketing Actions for Germany

5.
Organization and Details:
-
2 people per office and 4 offices = 8 people
-
March
-
9 days
E-marketing campaigns

Focused on:
Nature tourism and Culture tourism

To what segments?
Families

Where to diffuse the campaigns?
On-line marketing campaign fostering the country brand
Creation of an android or iphone application matching the country’s branding for e-marketing campaigns.
Estimated Cost (USD)
Project 1: 80.000
Project 2: 40.000
Project 3: 0
Project 4: 150.000
Project 5: 70.000
Operational Marketing Actions for United Kingdom (UK)
Description and Projects
1.
Road Shows (5 road shows to be organized)

Focused on:
Adventure, Culture Explorer, Medical Tourism and Beach Relaxation

To what segments?
Families and generation X

Where to go? (trade shows, or local destinations, where to organize) – If known not always:
London – Manchester – Liverpool
Edinburgh – Glasgow

When?
They should be organized between the months of February and April when people are still thinking about what
to do during the summer holidays which should be the most interesting period to travel due to the long
distance between the United Kingdom and the Philippines.
2.
Product Lounge “Special Interest Segments”

Focus on:
Adventure
Culture Explorer
Medical Tourism
Beach Relaxation

To what segments?
To tour operators and travel agents focused on the abovementioned experiences as well as agents focused on
Generation X and Families population segments

Where to organize the lounge?
During the Road – Shows a lounge shall be organized in each city
3.
Worldwide Ambassador Program
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58
Operational Marketing Actions for United Kingdom (UK)

A Filipino celebrity or a British closely related to the Philippines

Focused on:
Adventure, Culture Explorer, Medical Tourism, and Beach Relaxation

To what segments?
The Ambassador program should also do lobbying activities towards the tour operators and travel agents and
in terms of visitors it should be focused in Families and Generation X
4.
Press – trips/ Publicity – 2 trips to be organized per year

Focused on:
Adventure, Culture Explorer, Medical Tourism and Beach Relaxation

To what segments?
Journalists and opinion leaders in the United Kingdom especially those specialized in nature tourism or culture
exploration.

Where to go?
Destinations in the Philippines that enhance the referred tourism products

5.
Organization and Details:
-
2 people per office and 4 offices = 8 people
-
March
-
9 days
E-marketing campaigns

Focused on:
Nature tourism and Culture tourism

To what segments?
Families

On-line marketing campaign fostering the country brand

Creation of an android or iphone application matching the country’s branding for e-marketing
campaigns.
Estimated Cost (USD)
Project 1: 100.000
Project 2: 50.000
Project 3: 0
Project 4: 150.000
Project 5: 70.000
Operational Marketing Actions for Russia
Description and Projects
1.
Travel trade Shows

Focused on nature, medical, shopping and leisure, honey mooner, educational and beach relaxation

Addressed to Students and families

Where to go? (trade shows, or local destinations, where to organize) – If known not always:
Luxury Leisure Moscow Fair
INWETEX Travel Market
Etc.

2.
When? All year round
Product Lounge “Special Interest Segments”

Focused on:
Philippine National Tourism Development Plan 2011-2016
59
Operational Marketing Actions for Russia
Divers
Relaxation and nature
Honeymooners
Medical
Shopping and leisure

To what segments?
Students and families

Where to go? (trade shows, or local destinations, where to organize) – If known not always:
During the Luxury Leisure Moscow Fair and INWETEX Travel Market, among others
3.
Fam – trips – 3 fam trips to be organized

Focused on:
Nature
Medical
Shopping & Entertainment
Sun & Beach
Educational

To what segments?
TO of the tourism sector targeting students and families
4.
5.
Worldwide Ambassador Program

A Filipino celebrity or a Russian closely related to the Philippines

Aimed at branding the destination and commercialising Filipino products in Russia
Press – trips/ Publicity – 2 trips to be organized per year

Focusing on Sun & Beach, Shopping and leisure and medical tourism

To what segments?
Journalists and opinion leaders in Russia

Where to go?
Destinations in the Philippines that enhance the referred tourism products

6.
Organization and Details:
-
2 people per office and 4 offices = 8 people
-
February, May and November
-
1 week duration
Advertising (to professionals) - (Insertions in 2 different media)

Focusing on sun& beach, shopping and leisure, medical tourism and nature

Addressed to TO and professionals from the tourism sector

The ads shall be printed in specific media regarding the product or segment
Estimated Cost (USD)
Project 1: 60.000
Project 2: 40.000
Project 3: 150.0000
Project 4: 2.000
Project 5: 70.000
Project 6: 72.000
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Philippine National Tourism Development Plan 2011-2016