Scope for Expansion Inability to move large volumes of tourists to other parts of the

Philippines outside the NCR; Lack of trained human resources at the required standard and

quantity; Institutional overlap and human resources shortages in the

tourism planning, development, financing, and management area; Strong competition for public and private sector finance; Land use planning and development policies that make it difficult

to readily develop large resort estates; Unpredictable events such as earthquakes, volcanic eruptions,

regional conflicts, internal political disputes and insurgency.

Philippine Tourism Master Plan

1991 - 2010

Goals and Objectives

Optimize the contribution of tourism to economic growth at the national and local levels;

Enhance and contribute to social cohesion and cultural preservation at a local level;

Develop tourism on an environmentally sustainble basis; and

Develop DIVERSITY of destinations, attractions and markets to minimize exposure to major internal and external threats to tourism activity.

Strategies

Adopt a cluster development approach based on the establishment of three (3) main international gateways and associated satellite destinations;

Adopt a niche/mass market approach based on diverse mix of special interest, vacation, resort, convention,exhibition, touring and incentive travel products; and

Work towards a balance of development between foreign and domestic tourism.

TMP Policies

Cluster Development Policies

• Primary Gateway– Manila

• Secondary Gateways– Laoag, Ilocos Norte– Subic, Zambales– Clark, Angeles City

• Market Positioning– Multi-faceted

destination

• Primary Gateway– Cebu

• Secondary Gateways– Iloilo– Kalibo, Aklan– Panglao, Bohol– Dumaguete– Bacolod

• Market Positioning– Resort and cultural destination

• Primary Gateway– Davao City– Zamboanga City

• Secondary Gateways– Cagayan de Oro– Dipolog City– Gen. Santos City

• Market Positioning– Exotic wilderness destination

Luzon

Visayas

Mindanao

Accommodation Development Policies

Provision of incentives to encourage upgrading and development of accommodation outside the NCR within the recommended satellite destinations;

Create major resort estates in the Visayas and Mindanao clusters as well as the northern part of Luzon cluster; and

Provision of transportation infrastructure and services with the development of proposed resort estates.

Air Transportation Policies

Adopt a more flexible approach to approving inbound air inclusive charters and provision of scheduled air services on the part of other carriers;

Designate other domestic and international carriers to service secondary airports in the Philippines;

Expand domestic and international terminal facilities at the main gateways to handle growth; and

De-regulate the economics of domestic air operation and introduce greater competition on all domestic routes.

Sea and Land (Road and Rail) Transportation Policies

Upgrade and develop road connections between air and sea ports and centers of tourism activity;

Develop inter-island cruising activities for foreign markets and improve the quality of domestic ferry services;

Upgrade rail systems.

Domestic Marketing Policies

Formulate and implement a major domestic marketing program to include Market segmentation research Packaging a range of “Special Offers” Mounting a major promotional campaign

Strengthen existing programs designed to promote domestic tourism (Pasyal/Lakbay Aral, Fly Now Pay Later)

Foreign Marketing Policies

Overcome loss of confidence on the safety and security of the Philippines in key markets through: Showing positive and wholesome side of tourism Promoting tourism’s “Good Value” Providing “Special Offers” Repositioning and repackaging existing destinations

Market the Philippines in primary markets through: Projecting the Philippines as a major and revived destination Establishing new brand identities (“wow factor”) Marketing newly developed resort areas

Product Development Policies

Focus on one or two attractions in each gateway location;

Create at least one “must-see” attraction close to each cluster/ gateway;

Improve access to, and information on, existing tourism products;

Improve standards of existing tour products and programs;

Develop additional day visitor activities at destination areas;

Improve reliability of domestic transportation services; and

Create new resort, special interests and tour products based on the unique competitive features of the Philippines (“only in the Phils.”)

Manpower Training Policies

Establish a Tourism Industry Training Board;

Establish regional training centers in Metro Manila, Baguio, Cebu and Davao;

Establish an internationally acceptable standard setting and certification program; and

Establish a faculty/ trainor development program.

Development Standards and Guidelines

Suitability study based on location, land use, social values, landscape and the environment;

Assessment of the capacity and density standards;

Site planning standards related to earthworks, roads, parking, construction works and landscape protection;

Housing standards based on style, building heights, setbacks and materials; and

Utility standards for solid waste disposal, sewage treatment, power, water, drainage, fire and communications

TMP Programs

Tourism Development Areas (TDAs)

Luzon

Visayas

MindanaoArea 1: Samal Island

Area 2: Panglao IslandArea 3: Northern Palawan

Area 4: Tagaytay Taal Batangas

Area 5: Baguio La Union Ilocos Norte Ilocos Sur Pangasinan

Transportation and Infrastructure Program

Domestic Air Services Deregulate the domestic air transportation sector Simplify the granting of operating franchise Develop a centralized computer booking, reservation and

ticketing system Increase utilization, capacity and frequency of services

International Air Services Privatize the Philippine Airlines Develop consensus building for the adoption of more

flexible and competitive approach to air transport operation

Establish a second Philippine carrier Include the DOT in the negotiating panels for routes Secure a seat in the CAB as Vice-Chairperson

Transportation and Infrastructure Program

Sea Transportation

Deregulate the Shipping Industry Provide incentives to upgrade existing facilities Improve navigational aids

Road Transportation

Establish minimum standards of service and facility based on industry self-regulation

Provide incentives to upgrade and purchase the most modern equipment available

Transportation and Infrastructure Program

Infrastructure

Upgrade existing and recommended international gateway airports at Manila, Cebu, Davao and Zamboanga as well as alternate gateway airports in the Luzon, Visayas and Mindanao development clusters

Improve strategic road access in and around the main gateway centers of Luzon, Visayas and Mindanao as well as the priority development areas

Provide purpose-built passenger terminals and cruise terminals between main gateways and key island tourist destinations

Marketing and Product Development Program

Develop marketing programs Domestic market Foreign market

Undertake product development Product enhancement Product diversification Product-Market matching

Human Resources Training Programs

Establish the policy framework

Develop training programsTrainersTrainees

Develop training standards and certification

Establish regional training centers

Other Programs

Prepare environmental protection and management programs

Implement socio-cultural impact assessment studies

Define projects/programs with high economic linkages Handicraft improvement Local competitions Support to local businesses

Other Programs

Coordinate and implement land and land use programs

Establish development standards and guidelines

Establish international affiliations World Tourism Organization East Asian Travel Association

Domestic and Foreign Tourism Arrivals (In Thousands)

Visitors Short-term to 1993 Medium-term to 1996 Long-term to 2010Target Actual Variance Target Actual Variance Target

Domestic 2,344 2,709* 15.57% 2,685 4,905* 82.68% 5,118

Foreign 1,500 1,372 -8.53% 1,710 2,049 19.82% 5,365

Total 3,844 4,081 6.17% 4,395 6,954 58.22% 10,483

* Based on Regional Travel Survey, 1993 and 1997

Earth Summit Agenda 21

SUSTAINABLE DEVELOPMENT

meeting the needs of present generation without compromising the ability of future generations to

meet their own needsPrinciple for Ecotourism

Rio de Janeiro, 1992

Ecotourism for Sustainable Development

Ecotourism is a tool for sustainable development through the proper

management, protection and conservation of the country’s natural and cultural resources while at the

same time generating jobs and businesses for the local people

What is ecotourism? According to the Joint Memorandum Circular No. 98-02

of the Department of Tourism and the Department of Environment and Natural Resources, through the Protected Areas and Wildlife Bureau: “ecotourism is a low impact, environmentally-sound and community-participatory tourism activity in a given natural environment that enhances the conservation of biophysical and cultural diversity, promotes environmental understanding and education, and yields socio-economic benefits to the concerned community”

Launching a Marine Life Tour

in the Philippines

Department of TourismPhilippines

Pamilacan Island,

Province of Bohol

19 confirmed species (+7) of whales and dolphins in the Philippines

Bow-riding bottlenosed dolphins

11 recognized species around Pamilacan Island,60% of the country’s marine mammal species

Fraser dolphins

• 8 whales at US$300–600 each• 100 whalesharks at US$ 2000-3000 each• countless dolphins at US$10-15 each

Average volumes hunted in a season (1992-93)

The decline in the frequency of marine mammals sightings in the mid-1990s was a sign that their volumes were waning.

1998Inter-

Agency Task Force for Marine Mammal

Conservation

Pamilacan Island Dolphin and Whale Watching Organization

(PIDWWO) 4 officers 144 members= 80 families

System of Operation:Rotation of members who acted as tour crew

The Tourno itinerary, no set activities, no product interpretation or alternative offering

Services and Facilitiesnil, safety was not a priority

Marketingnil, relied on walk-ins

Product Feasibility Check:

Product Quality Project Contribution to the local community

and other stakeholders Cooperation of local government units Healthy tourism industry Acceptance of the Project by the

communityPamilacan’s Dolphin and Whale Watching was made the first pilot project

in the implementation of the Philippine National Ecotourism Strategy.

The Marine Life Tour

6:00 am

8:30 am

10:00 am

6:15 am

12: pm

7:00 am7:45 am 7:00 am7:45 am

― set itinerary, schedule and activities

Professionalization of Services ― Product knowledge enhancement― Guides training― PADI certification

Upgrading of Equipment

― Boat and equipment― Island facilities― Activity facilities

Marketing― Product branding― Production of promotional materials― Installation of banners at strategic points― Tie-up with tour operator as sales and booking agent

Organization and Operations Transformed into a cooperative Limited the number of crew to run the tour Included revenue generation as one of its objectives

PIDWWO’s Business Plan:

Focuses on programmed contributions to community endeavors and village requirements

Largest contributor to the local government unit’s environmental fund

Installation of mooring buoys Plan 1: start-up of secondary/support businesses Plan 2: hiring of an island physician

PIDWWO’s Contribution to the Industryand to the Environment

Guidelines on Tourist Safety in the WatersGuidelines on Cetacean Interaction

(in aid of legislation)

• guidelines are to be passed as ordinances with compliance requisites and violation penalty implementing procedures

• after testing period within locality, guidelines are to be elevated to national level

Lessons Learned:• An ecotourism project benefits the entire community, but

not necessarily hires the entire community.• Ecotourism is not for all sites or peoples. Cooperation

among all sectors is of utmost importance.• Ecotourism is not all advocacy but food for the family.

Launching a Marine Life Tour

in the Philippines

Thank you and

Mabuhay!