Department of Tourism – Region III
RD Ronnie Tiotuico
Based on a handbook produced by CONSERVATION INTERNATIONAL
Adapt to the unexpected, Create the desirable, Avoid the
undesirable.
Workshop Outline
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Visitor friendly test
Questions about your place. What do you offer?
What tourism / eco-tourism is all about
What tourism planning is all about? Why is it important?
RA 9593 or National Tourism Act 2009
Worksheet (understanding your visitors, strengths /
weaknesses)
About branding
The eight (8) phases of tourism planning
Preparing your local tourism plan (contents)
NOTE: The following 10 questions provide approximation to determine the level of
friendliness of a certain tourist-oriented place. Provide 10 points for each favorable
answer. A passing score is 60. Anything less may probably spell trouble.
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Are the central access points to your community equipped with visitor
information centers or do they provide instructions to easily accessible
information?
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Should a place be the primary access point, does it provide a full range of
visitor information services (e.g. accommodation, tourist booth, visuals on-site,
etc.)?
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Do visitor facilitators – hotels, restaurants, jeepneys, calesas, cabs, buses,
airline personnel, security, airport operators, reservation personnel – receive
any formal training and does a system exist to monitor the quality of visitor
facilitator services?
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Do hotels/lodges offer in-house television access channels for visitors with
information on events, attractions, restaurants, and things to do?
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Is a single organization or agency responsible for visitor business and are
public funds provided for its activities?
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Does that organization or agency have a marketing profile of visitors, and is
this profile used for marketing activities?
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Does the place’s hospitality industry accommodate foreign visitors’ needs
(language, directions, special interests, do’s and don’ts)?
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Does a range of accommodation exist to meet actual or expected visitor needs
(by price range, size of facilities, access to site)?
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Is access to sites, attractions and amenities (events, recreational, central
location), easily available at reasonable cost and frequency?
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Does the place welcome visitors and accommodate their needs (commercial
hours, credit cards, language, signage, traffic, parking, public services)?
Questions
1. Do you have attractions that will entice people
to stop and visit?
2. Do you have hospitality services and facilities
available?
3. What experiences are visitors having in the
community?
4. What promotion methods are used? How well
do they work?
5. What are the current markets?
6. What is the competition for your community?
7. How is tourism related to the community
lifestyle and goals?
8. What roles do community organizations play in
tourism development?
9. What are trends that affect the tourism
industry?
10. What are the community strengths and
weaknesses, problems and opportunities in
serving visitors?
Tourism is all about people who are travelling to and
staying in places away from their home. Tourism can
involve travel for business, for pleasure, to visit friends
and relatives or for other reasons such as shopping or
personal business.
All overnight trips are considered tourism. And, anyone
travelling out-of-town and 40 kilometers or more one way
from home on a same-day trip is a tourist. There are
exceptions – travel to work, for education, for military
purposes, migration, and routine trips (those made at
least once a month) are not tourists.
Ecotourism Society
“A purposeful travel to natural areas to
understand the culture and natural history of
the environment taking care not to alter the
integrity of the ecosystem while producing
economic opportunities that make the
conservation of natural resources beneficial to
local people.”
Pacific Asia Travel Association
“A form of tourism inspired primarily by the natural
history of an area, including its indigenous cultures.
The ecotourist visits relatively underdeveloped areas
in the spirit of appreciation, participation and
sensitivity. Non-consumptive use of wildlife and
natural resources and contributes to the visited area
through labor or financial means aimed at directly
benefiting the conservation issues in general and to
the specific needs of the locals.”
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Natural area
Undisturbed
Wildlife (plants and animals)
Cultural biodiversity
Educational to tourists
Conservation of nature
Benefits to local community
Rich natural attractions and conducive to travel
Unique features and education to visitors
Rich in flora and fauna, endemic/endangered species
Not frequented by commercial tourists
Native traditions of local people remain untouched
Rich in biodiversity
Beneficial to local host population
In 1950, only 25 million international tourists
worldwide. In 1997, nearly 25 times larger at 613
million international arrivals. In 2010, 935 million
arrivals. Forecast: 2020 at 1.5 billion arrivals.
Direct receipts stood at US$448 billion
WTO predicts by 2010, arrivals will increase to 1.018
billion or 71% more tourists than in 1996.
Direct receipts to rise to US$1.55 trillion by 2010
• Statistics on domestic tourism generally
poor
• Domestic generally outnumber intl tourists
• More than 3 billion people travel around
their own country every year
• Economic activity generated by domestic
and intl tourism in 1998 is predicted to be
US$4.4 trillion, providing employment to
230 million people worldwide
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Increasing wealth and leisure time
Decreasing travel cost
Airline industry expansion
Fewer travel restrictions
Countries pursuing tourism as means to
create jobs, diversify their economies and
earn foreign currency
• Tourism as a source of private profit and
economic development
• Tourists are younger, better educated and better
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informed, and have traveled to or visited the same place
before
Tourists are seeking more individualized trips, a wide
range of activities and more “authentic” experiences,
both environmentally and culturally
Focus is on enjoyment of nature such as beaches, coral
reefs, rain forests and wildlife (about 40-60% of tourists
worldwide)
Focus on unspoiled and less developed areas with low
tourist density such as rain forests and coral reefs
Tourists now have higher sense of environmental and
social responsibility and a greater demand for tourism
products that do not degrade the environment
• Survey in the Philippines showed that 70%
of tourists were willing to spend US$50
more per trip to conserve the areas they
visited
• Tourists are choosing not to visit areas that
have been degraded
• Developing a theme for product ID and
development for tour operators or a
community
• Guide for future actions
• Solve future problems
• Predict future scenarios
• Systematic or a logical sequence of
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steps
An opportunity to evaluate alternatives
Community-based and supports
community economic development
Iterative and dynamic
Integrated and comprehensive
RA 9593: National Tourism Act 2009
What are the functions of a local tourism
officer?
Preparation, implementation and
monitoring of local development plans;
enforcement of tourism standards, laws,
rules and regulations; submission of
reports on status of tourism plans and
programs, tourist arrivals and inventory of
TEs, employment, occupancy rates,
inventory of tourism products and
resources; investment opportunities; and
coordinate with DOT in development and
promotion of local tourism.
Local Tourism Council
Tourism councils including private sector,
NGOs and POs are important in initiating
programs for tourism development and
environmental protection. These councils
are to meet on a regular basis to classify
and evaluate tourism destinations, sites and
activities which will serve as guide in the
development and implementation of their
respective programs.
Effect of the law on Local Govt Code
Focus on shared responsibilities between national and
local governments; integration of national and local
plans for tourism development.
Technical assistance, training and other capacity –
building measures to LGUs
for preparation of
development plans; Data – gathering, enforcement
laws and regulations;
Priority assistance to LGUs with successful tourism
development plans;
LGUs to provide inventory of tourism resources for use
in national tourism development plan; and
LGUs to report on the status of their tourism plans and
programs
Let’s get started
Understanding your visitors
Key visitor characteristics (families,
couples, young or older, one-day trips or
overnight visits)
Why are they coming?
When are they coming?
What do visitors do while in your place?
How long do they stay?
Potential new markets
Who might be your new visitors?
Understand what your community has
to offer
Name of experience / product / activity
Operating season
Key features and experience
Is the market ready?
What private tourism businesses offer
in your community
Name of experience / product / activity
Operating season
Key features and experience
Inventory of accommodations
Name of facility
Number of rooms
Facilities / services
Strengths, Weaknesses and
Opportunities
Attractions & Activities
Natural Areas
Festivals and Events
Specialty Shopping / Dining
Destination Accommodation
Other Experiences
Amenities and Services
Other – Infra, marketing, tourism industry assns,
community resources
Inventory of other amenities and
services
Visitor information services
Gas stations
Banks / ATM
Internet / WIFI
Convenience stores
Specialty shops
Parking
Welcome signage
Directional signage
Other
What is your BRAND?
A brand is a name and symbol or design that identifies and
differentiates your destination or product. It is your promise to your
customers and tells them what they can expect.
Elements of a successful destination:
Quality of experience with appeal
Outstanding customer service
Quality experience that is easy to plan and buy
Offering good value
Meeting and exceeding customer expectations
Products and Amenities that meet contemporary standards
Infrastructure and services
Overview: Steps in Planning Process
Form a planning committee
The Situation Analysis
Who are your visitors?
Who might be your future visitors
Establish a Vision / Goals / Objectives
Develop the Action Plan
Implementation / Monitoring / Evaluation
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Phase I Mission Statement and Goal Setting
Phase II Resource Inventory and Analysis
Phase III Market Analysis
Phase IV Product Market
Matching/Theme/Concept
Phase V Overall Development Plan
Phase VI Tour Product Development
Phase VII Market Strategy
Phase VIII Implementation Strategy
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what is important and deeply cared about
the opportunity to serve a need
the values to be protected
what business are you in
overall purpose for community existence
Mission means expectations/values; Goals means aims
or purposes; Objectives means quantified targets; and
strategies means types of action
• Example: Mission (Be healthy); Goal (Lose Weight);
Objective (Lose 10 lbs by Oct. 5); Strategy (Diet and
exercise)
Setting a Strategic GOAL and
VISION/MISSION
SETTING A GOAL?
A GOAL NORMALLY STATES THE
DESIRED IMPACT ONE WANTS TO
ACHIEVE.
“A FASTER GROWING MORE
SUSTAINABLE AND INCLUSIVE
PHILIPPINE TOURISM SECTOR
ATTRACTING AROUND 10 MILLION
INTERNATIONAL ARRIVALS BY
2016.”
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SETTING A
VISION/MISSION?
IS A SHORT STATEMENT ABOUT
WHAT WE WANT TO BECOME.
“TO BECOME ONE OF THE
MOST PREFERRED
DESTINATIONS IN ASIA.”
• Mission:
To provide socially and environmentally responsible tourism at a profit
• Goal #1:
Implement sustainable economic development
• Objectives:
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Increase visitor spending
Identify areas of unique value for conservation
Attract more tourists
Decrease leakages
Expand the tourism season
Your Mission Statement is:
• Goal #2:
Encourage community involvement
• Objectives:
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implement community action group
provide opportunities for local investors
Setting Strategic Directions to
Achieve the GOAL and MISSION
STRATEGIC
CONSTRAINTS
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Poor connectivity to markets
Inadequate transportation and
destination/site infrastructure
Unsustainable destination and
site environments
Unclear roles & responsibilities
Uncompetitive product (low
and inconsistent standards)
Inadequate investment in
marketing
Insufficient trained skilled staff
Uncompetitive labor
regulations
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STRATEGIC
DIRECTIONS
1.
2.
3.
4.
Improve access and
connectivity to strategic
destinations in the
Philippines (1 and 2)
Enhance the environmental
attractiveness of the main
tourist development areas (2,
3, and 5)
Enhance institutional
structures and quality of
skilled tourism manpower (4,
7 and 8)
Increase investment in
product development and
marketing (5 and 6)
Directions to Achieve Goal
Strategic Constraints
Strategic Directions
All resources are inventoried on the ff:
criteria:
1. attractiveness
2. ability to draw visitors
3. accessibility and availability of services
4. integrity
5. contribution to environmental and cultural protection.
Ecotourism Products can be grouped according to:
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natural or environmental
community
heritage or historic
cultural
outdoor recreation
tourism services
special events
information/interpretive services
Product
Location
Type of Product
Description
There are two sources of market demand that can contribute to determining an
ecotourism product.
• primary research, including questionnaires and interviews with the
travel trade; and
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secondary or desk research including the analysis of written data or
both the local markets as well as the international tourism markets.
Primary research generates data, directly from the travel trade or
consumers that is used to shape the ecotourism product. It is gathered
by:
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informal observation of the ecotourism market
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surveys or interviews with members of the travel trade (wholesalers,
tour operators and local suppliers such as hotels and resorts, guides,
adventure tour operators, NGOs, etc.)
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questionnaires distributed to visitors in your
region/province/community that potentially represents the ecotourism
market
Secondary or desk research is provided by the literature and survey results that
have been prepared by others. At the regional, provincial or community level, it may
include:
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visitor exit surveys
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surveys of the adventure market since there is very little available data on the
ecotourism market
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adventure travel surveys in other provinces or regions
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market research from consumer magazines that provide nature-based tourism
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national/regional planning agencies, travel associations, city/municipal or
provincial tourism offices
Product/Resource
Market
Depending on your location, the competition
may be in an adjacent province or region, or
another ASEAN country. It is important to
appreciate that similar ecotourism operators in
an adjacent area may be a collaborator or
contributor to your overall package.
Name of Competitor? _______________
Its Product Component: _____________
Its Competitive Features and Special Appeal?
_________________________
Market Origin? _____________________
Price Structure? ___________________
Marketing Approach? _______________
Note: This phase is very important and is
essential to preparing a professional,
marketable ecotourism product. This
workshop provides an introduction to this
process. Final product development requires
additional training and understanding to be
provided in a regional product development
workshop.
Stakeholder Issues and Concerns
Transportation & Infrastructure
Other Issues and Concerns
Transportation
connectivity (air, sea and
ground services)
 Access infrastructure
(airports, sea ports and
roads)
 Destination infrastructure
(drainage, solid waste,
power, water, ITC, &
tourist support)
 Site infrasructure (last
mile access, parking,
public toilets, information,
restoration, protection)
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Peace & order, security
and safety
Quality of tourist facilities
and services
Price and value for
money of services
Weak tourism manpower
skills
LGU tourism capabilities
Coordination among
stakeholders
Access to tourism
markets
Overall Development Plan
Issues/Concerns
What Has
been Done
What
Needs to
be Done
By
Whom
Budget
Timeline
• Preparation of Daily Itinerary
• Securing all services and suppliers
• Establish Price Structure
• Developing a partnership with tour operators and
wholesalers
Date:
Time:
Places to Visit/Activities:
Special Events:
Services/Facilities to be offered:
Total Net Cost:
Date and time
Places to Visit
Remarks
Items
Description
Quantity
Total
It responds to the definition of tourism / eco-tourism
It responds to the development strategy
It meets Important tourism / eco-tourism criteria
Suggested Components of a Marketing Budget:
ADVERTISING e.g. brochures, newsletter, newspaper
SALES e.g. trade shows, fam trips, exhibits and displays, AVPs, web
MARKETING e.g. data analysis, surveys, questionnaires
OTHER (social media, etc.)
Project/Program
Timetable
In-charge
Budget
ROLES AND RESPONSIBILITIES
There are variety of agencies, associations,
organizations and companies responsible for the
implementation of a Development Strategy. A matrix that
outlines the specific responsibility assure response to
the opportunity as well as Action.
Objective
Action Steps
Who will lead the effort? / Who are your partners?
What resources are needed? Where will they come from?
Major Constraints and Issues
Timetable
Measurement / Review
FINANCING AND FUNDING SOURCES
TRAINING REQUIREMENTS
Culture of Tourism / Customer Service
Tourism Awareness Seminar
Basic Tour Guiding Techniques
Homestay Program
Accreditation Program
Waitering and Bartending Seminar
Front Office Management
Tourism and E-Commerce
Travel Agency Operation
Tourist Safety and Security (TOP COP)
Contents of your Community
Tourism Plan
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The Local Tourism Industry
Getting Started
The Situation Analysis
Establish a Vision and Develop Goals and
Objectives
Develop Action Plan
Implementation
Conclusions
My Contact Information:
tourismregion3@gmail.com
support@visitmyphilippines.com
Website:
www.visitmyphilippines.com
Facebook.com/ronnie.tiotuico