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Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
Philippines Tourism Overview and Directions 2011 - 2016
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Philippines Tourism Overview and Directions 2011 - 2016

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Presented by Rolando Canizal, Director, …

Presented by Rolando Canizal, Director,
Office of Tourism Planning, Research and Information Management, Department of Tourism last August 17, 2011 at the Hotel Sales and Marketing Association meeting. This presentation material is shared with the permission of Director Canizal.

Published in: Business, Travel
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  • The information is very nice for the development of the tourism industry.Hope my country- Uganda can benchmark Philippines' way of doing things.
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  • Very informative. It is a benchmark if and when a Congressional Review will be scheduled pursuant to Republic Act No. 9593 - known as the Tourism Act of 2009.
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  • Very informative. It is a benchmark if and when a Congressional review would be scheduled pursuant to Republic Act No. 9593 - Otherwise known as the Tourism Act of 2009.
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  • 1. Tourism Overview and Directions 2011 - 2016 HSMA General Membership Meeting 18 August 2011
  • 2. Scope of PresentationPart I - Where Are We Today?Part II - Visitors Travel CharacteristicsPart III - National Tourism Development Plan
  • 3. Global tourism continuous to GROW • Visitor decline in Forecast 1998 and 2003 have not dampen tourism growth • East Asia and the Pacific overtook Americas as leading destination • UNWTO forecast global tourism to grow at 5%-6% between 2010-2020 Source: World Tourism Organization (UNWTO)
  • 4. World’s top tourist destinations Destinations Base Year Forecasts Average Annual Market Share• China will (million) (million) Growth Rate (%) dislodge the 1995 2020 1995-2020 1995 2020 traditional destinations China 20.0 130.0 7.8% 3.5% 8.3% France 60.0 106.1 2.3% 10.6% 6.8%• China, Hong Kong United States 43.3 102.4 3.5% 7.7% 6.6% and Russia as leading Spain 38.8 73.9 2.6% 6.9% 4.7% destinations Hong Kong 10.2 56.6 7.1% 1.8% 3.6% Italy 31.1 52.5 2.1% 5.5% 3.4%• Thailand, Malaysia, United Kingdom 23.5 53.8 3.4% 4.2% 3.4% Singapore and Mexico 20.2 48.9 3.6% 3.6% 3.1% South Africa will Russian Federation 9.3 48.0 6.8% 1.6% 3.1% attract more visitors Czech Republic 16.5 44.0 4.0% 2.9% 2.8% Source: World Tourism Organization (UNWTO)
  • 5. Outbound tourism trend UNWTO Regional Outbound Forecasts, 2020 Major Tourist Source Markets (million) (million) 2010 2020 CAGR % Share Source Markets 2020 CAGREurope 496 729 3.9% 46.7% Germany 153 2.9%Asia & Pacific 197 422 7.9% 27.0% Japan 142 7.5%Americas 154 232 4.2% 14.9% United States 123 2.7%Africa 28 62 8.3% 4.0% China 100 12.8%Middle East 26 45 2.3% 2.9% United Kingdom 95 3.3%Others 29 71 9.4% 4.6% France 55 3.9%Total 940 1,561 5.2% Netherlands 46 3.0%Intra regional 751 1,183 4.6% 75.8% Italy 35 3.1%Long haul 188 378 7.2% 24.2% Canada 31 2.0% Source: World Tourism Organization (UNWTO) Russian Federation 31 4.0% Source: World Tourism Organization (UNWTO)
  • 6. Philippines and global tourism • PH lags behind ASEAN destinations International Visitors (in million) • Viet Nam has overtaken PH 2010 2009 • Cambodia fast rising destinationWorld 940.00 882.00 International Visitors to ASEAN (in million) % PH Share 0.37% 0.34% Rank Countries 2010 2009Asia Pacific 203.80 180.90 1 Malaysia 24.58 23.65 % PH Share 1.72% 1.66% 2 Thailand 15.84 14.15ASEAN 67.55 60.41 3 Singapore 9.16 7.49 % PH Share 5.21% 4.98% 4 Indonesia 7.00 6.32Philippines 3.52 3.01 5 Vietnam 5.05 3.75Source: World Tourism Organization (UNWTO) 6 Philippines 3.52 3.01 7 Cambodia 2.40 2.50 Source: World Tourism Organization (UNWTO)
  • 7. Visitor arrivals reached 3.5 million• Roller coaster trend - periods of ups and downs• Good years - bad years• Resiliency to external factors/ crisis• Difficult and hard climb to reach 3 M• AAGR = 5.08% in 15 years
  • 8. Source markets ... 4.5% Others 5.8% Oceania 6.5% OFs 5.2% 8.4% ASEAN 6.1% 6.6% 10.2% Europe 8.5% 10.9% 20.2% Americas 22.8% 44.4% East Asia 39.9%
  • 9. Tourism Indicators Indicators 2010 2009 Growth Rate International Visitors 3.52 M 3.01 M 16.68% International Receipts Php 109.22 B Php 99.66 B 9.59% Domestic Travellers 25.1 M 24.9 M 0.72% Domestic Receipts Php 932.83 B Php 810.81 B 15.05% Total Tourism Receipts Php 1,042.05 B Php 910.47 B 14.45% Tourism Gross Value Added Php 518.47B Php 458.98 B 12.96% % Share to GDP 5.76% 5.72% 0.70% Tourism Employment 3.697 M 3.547 M 2.81% % Share to National Employment 10.12% 10.12% 0.0% Sources: NSCB Tourism Satellite Account and DOT Statistical Reports
  • 10. Scope of PresentationPart I - Where Are We Today?Part II - Visitors Travel CharacteristicsPart III - National Tourism Development Plan
  • 11. Holiday remains the main purposeof visit to the Philippines • Increasing holiday trips • Greater holiday vacation for China, Japan and Korea • Russia, Taiwan and Hong Kong are also motivated by holiday trips • Substantial VFRs for USA, Australia and Canada • Growing number of business trips from India, Japan and Hong Kong
  • 12. Independent trips is increasing• Japan, Korea, USA, Australia and Canada are seeking from independent trips• China and Taiwan are vetting for more package tours• Growing independent trips from HK, India and Russia
  • 13. Repeat visits are growing • Repeat visits rapidly expanding • Many of Chinese, Russian, Indian, Korean visitors are frequently visiting the Philippine
  • 14. Length of stay is declining • Length of stay dropped from 16 nights in 2007 to 8 nights in 2010 • Korea, China, Japan, Hong Kong and Taiwan stayed between 4 to 7 nights • Australia, USA, Canada and Russia has longer stay
  • 15. ADE grew in the last 2 years • ADE in 2010 amounted to US$ 83.93 vs US$ 75.76 in 2009 • Korea has the highest daily spending • USA, HK, Russia, India and Australia second biggest spenders • China and Taiwan spend in the range of US$ 50 per day
  • 16. Shopping, accommodation and F&B aremajor items of expenditure• Shopping accounts for the biggest bulk of visitor expenditure, followed by accommodation, F&B• Korea and Japan spend more on shopping• Australia, Hong Kong, Russia and USA spend more on accommodation
  • 17. More and more visitors are getting information fromfriends and business associates • USA, Japan, Hong Kong, Russia depend on word of mouth from friends and pears who have visited PH • Korea, China and Taiwan solicit info from travel agents • Australia, Canada and India secure info from internet • USA, Australia, Canada and HK are less dependent on travel agents for information
  • 18. Tourist Arrivals in Top Destinations2000-2010 (thousand) % Share of Domestic travellers = 71.82% % Share of Foreign travellers = 28.18%Source: DOT Regional Offices/ Local Tourism Offices/ Accommodation EstablishmentsTop destinations included: Metro Manila, Cebu, Camarines Sur, Boracay Island, Baguio City, Davao City, Cagayan de Oro, Zambales, Bohol, Puerto Princesa City, Camiguin Island, Cagayan, Negros Oriental, Ilocos Norte
  • 19. Domestic Travellers(million) • An average Filipino travels twice in six months for tourism purposes • Main purpose • Pleasure and vacation • VFR • Business • Medical • MICE • Average spent per day is Php 2,212 (2010) • Average length of stay per trip is 4 nights Sources: NSO and NSCBSource: NSCB Tourism Satellite Account
  • 20. Factors shaping tourism trendsMajor Determinants of Change Tourism Megatrends  Polarization of tourist tastes New economy  Tourists “shrinking world” Advancement in technology  Power of electronic technology Travel facilitation  Fast track travel Security and safety  Customers will “can the shots” Changing visitor demographics  Destination as “fashion accesory”  Three Es (entertainment, Globalization – Localization excitement, education) Socio-environmental awareness  More focus on destination “image” New marketing techniques  Everyone is chasing the Asian tourist  Consumer campaign for sustainable tourism
  • 21. Scope of PresentationPart I - Where Are We Today?Part II - Visitors Travel CharacteristicsPart III - National Tourism Development Plan
  • 22. Formulate the National TourismDevelopment Plan GOAL VISION “An environmentally and socially responsible “TO BECOME THEtourism that delivers more “MUST EXPERIENCE”widely distributed income DESTINATION IN ASIA.” and employment opportunities” 22
  • 23. Strategic Directions • Rapidly expand capacity of secondary international airports Improve market • Strengthen compliance with international air safety regulations access and • Adopt policies that facilitate entry of international carriers and via free access by growth markets connectivity • Design and implement a strategic access infrastructure program between secondary international airports and strategic destinations • Design and implement a sustainable tourism transportation and infrastructure program in the strategic destinationsDevelop and market • Facilitate the development of mixed use tourism complexes and community-based tourism programs in strategic locationscompetitive tourist • Design and implement a PPP-based mandatory tourism enterprise destinations and accreditation/ certification system • Facilitate tourism investment, and simplify business set-up and products licensing procedures • Design/ implement a five-year PPP-based and funded marketing strategy and one-year rolling action plan targeting key growth markets Improve tourism • Clarify institutional roles and responsibilities of DOT and LGUs and undertake LGU awareness and capacity building program institutional, • Develop a highly competent, well motivated and productive tourism governance and workforce human resource • Improve governance in the area of safety, security, and in dealing with tourists, tourism investors and tourism enterprises at the national and capacities local levels
  • 24. Why are we underperforming? Destinations Access Promotions & Products
  • 25. Tourism related infrastructure capacity isalready constrained and tightening Estimated Maximum Capacity VS. Actual Arrivals (MM Foreign Arrivals / year)Max Arrivals Airport Utilization Rate (Passenger Movements) 4.2 2010 Ave. Airport No. of Intl Scheduled Utilization 810 Flights 2010 Manila 94% Seats/wk 197,000 Terminal 1 162% Terminal 2 119% Total seat capacity 65% Terminal 3 62% utilization No. of Domestic Old Scheduled Flights 3,000 57% Domestic 2010 DMIA 33% Seats/wk 348,000 Cebu 141% Total seat capacity Davao 133% 82% utilization Laoag 18% Note: 1The capacity is estimated based on the theoretically maximum number of international arrivals in 2008; Sources: DOT, REID 1 Arrivals
  • 26. Enhancing access• Air – More seats, lower airfares – Exchange reciprocal traffic rights (e.g. Malaysia-PH Air Talks and the China market) – Direct flights to priority nine cluster destinations• Land – Airport and tourism destination/ service centre connectivity – Last mile access to tourism attractions
  • 27. Developing the gateway airports Ninoy Aquino International Airport  Runway and Terminal Congestion  Safety issues  Rationalize airport operations Clark Airport Expansion  On-going terminal expansion Need for clear policy with definite timeline for roles of NAIA and Clark 27
  • 28. Why are we underperforming? Destinations Access Promotions & Products
  • 29. Ilocos Norte21 InclusiveTourism Central LuzonCluster Metro Manila and CALABARZONDestinations Bicol Region Western Visayas Central10 Priority Palawan VisayasCluster Northern MindanaoDestinations Zamboanga Peninsulawith 39 TDAs Davao
  • 30. Laoag – Vigan Tourism Cluster  Destination and Product Laoag International Airport Development Tourism Development Areas:  Tourism Enterprise Zones in Pagudpud and Laoag TDA 1 - Laoag – Pagudpud  Improvement to 9 heritage sites TDA 2 - Vigan (Php 141 Million) Theme:  Linking communities to tourism Beach Resort, historic heritage, supply chain ecotourism, events  Development Impact  2010: 34,000 jobs  2016: 29,000 additional jobs
  • 31. Central Luzon Tourism Cluster Clark International Airport  Destination and Product Development Tourism Development Areas:  Mixed used resorts in Clark, Zambales, Subic TDA 1: Subic – Clark – Tarlac Corridor  Improvement to 16 heritage sites (Php 140 TDA 2: Nueva Ecija Million) TDA 2: Pampanga TDA 4: Bulacan  Linking communities to TDA 5: Zambales tourism supply chain TDA 6: Bataan TDA 7: Aurora  Development Impact  2010: 72,000 jobs Theme:  2016: 75,000 additional Entertainment/amusement, jobs sports, beach resort, events, MICE, ecotourism, wellness, medical and retirement tourism
  • 32. Metro Manila and CALABARZONTourism Cluster  Destination and Product Development Ninoy Aquino International Airport Tourism Development Areas:  Tourism Enterprise Zones in Manila Bay and Batangas TDA 1: Metro Manila and  Improvement to 15 heritage Environs, sites (Php 396 Million) TDA 2: Nasugbu-Looc-Ternate-  Linking communities to Cavite tourism supply chain TDA 3: Laguna de Bay  8,100 additional rooms TDA 4: Batangas needed (2011-2016) TDA 5: Quezon  7,700 planned or under Theme: construction MICE, Business, Resort, history,  Development Impact medical, and wellness, events, sight seeing, entertainment, shopping  2010: 632,000 jobs  2016: 386,000 additional jobs
  • 33. Bicol Tourism Cluster Bicol International Airport Tourism Development Areas: TDA 1: Camarines and Catanduanes TDA 2: Albay-Sorsogon-Masbate Theme: Resort, marine, ecotourism, water sports, MICE  Market Access and Connectivity  Complete New Bicol International Airport  Destination and Product Development  Tourism roads with DPWH and DBM in national budget  P120 M for 3 projects for 2012  Improvement to 4 heritage sites (Php 105 Million)  Linking communities to tourism supply chain  Development Impact  2010: 181,000 jobs  2016: 183,000 additional jobs
  • 34. Palawan Tourism Cluster Puerto Princesa International  Market Access and Connectivity Airport  New Terminal and Taxiway in Puerto Princesa Airport Tourism Development Areas:  Destination and Product Development TDA 1: Puerto Princesa TDA 2: San Vicente-El Nido-Taytay  Tourism Enterprise Zones in TDA 3: Southern Palawan Puerto Princesa, San Vicente and El Nido Theme:  Tourism roads with DPWH and DBM in national budget Coastal Island resort, ecotourism,  P1.38 B for 7 projects for 2012 sightseeing, MICE, adventure  Improvement to 6 heritage sites (Php 140 Million)  Linking communities to tourism supply chain  Development Impact  2010: 28,000 jobs  2016: 84,000 additional jobs
  • 35. Western Visayas Tourism Cluster Iloilo International Airport  Market Access and Connectivity Kalibo International Airport  Complete Kalibo Airport upgrade  Provide international terminal Tourism Development Areas: service at Iloilo Airport TDA 1: Bacolod-Silay  Destination and Product TDA 2: Iloilo-Guimaras Development TDA 3: Boracay-Northern Antique  Tourism Enterprise Zones in Iloilo, Guimaras and Bacolod Theme:  Tourism roads with DPWH and DBM in national budget Coastal and island resort,  P1.27 B for 11 projects for 2012 ecotourism, marine sports,  Improvement to 8 heritage sites events, MICE (Php 179 Million)  Linking communities to tourism supply chain  4,504 additional rooms needed (2011-2016)  Development Impact  2010: 194,000 jobs  2016: 150,000 additional jobs
  • 36. Central VisayasTourism Cluster  Market Access and Connectivity  Cebu terminal expansion and runway improvement Mactan - Cebu International  Gateway marketing program (e.g. World Routes) Airport  Seamless connection from Mactan Airport to tourism development areas Tourism Development Areas  Tourism roads with DPWH and DBM in national budget TDA 1: Northern Cebu- Bantayan-  P2.86 billion for 24 projects for 2012 Malapascua  Tagbiliran terminal expansion TDA 2: Metro Cebu-  Need for a Bohol gateway Mactan-Olango Island  Destination and Product Development TDA 3: Southern Cebu  Tourism Enterprise Zones in Cebu and Panglao TDA 4: Negros Oriental-  Improvement to 17 heritage sites (Php 500 Dumaguete-Siquijor Million) TDA 5: Tagbilaran-Panglao  Linking communities to tourism supply chain Island  7,000 rooms needed (2011-2016) Theme  5,000 rooms planned or under construction (2011-2016) MICE, Business, resort, history, events, sightseeing,  Development Impact entertainment, shopping,  2010: 287,500 jobs ecotourism  2016: 233,000 additional jobs
  • 37. Zamboanga Peninsula Tourism Cluster Zamboanga International Airport  Destination and Product Development Tourism Development Areas:  Tourism Enterprise Zones in TDA 1: Zamboanga Sibugay Dipolog and Dapitan TDA 2: Zamboanga City-Sta.  Improvement to 11 heritage sites Cruz-Isabela (Php 169 Million) TDA 3: Pagadian City-Zamboanga  Linking communities to tourism del Sur supply chain TDA 4: Dapitan-Dipolog Theme:  Development Impact Resort, marine sports, events,  2010: 61,000 jobs sightseeing  2016: 14,000 additional jobs
  • 38. Northern Mindanao Tourism Cluster Cagayan de Oro International  Market Access and Connectivity Airport  Laguindingan Airport PPP for O&M Tourism Development Areas:  Destination and Product Development TDA 1: Camiguin Island  Tourism Enterprise Zone in TDA 2: Cagayan de Oro City- Laguindingan Misamis Oriental  Improvement to 8 heritage sites TDA 3: Iligan City-Lanao del (Php 50 Million) Norte  Linking communities to tourism TDA 4: Misamis Occidental supply chain TDA 5: Bukidnon Theme:  Development Impact  2010: 188,000 jobs Island resort, marine sports, history, sightseeing, events,  2016: 78,000 additional jobs ecotourism, adventure, business, MICE, entertainment
  • 39. Davao Gulf and Coast Tourism Cluster Davao International Airport  Market Access and Connectivity Marketing of airport as Tourism Development Areas: international gateway TDA 1: Davao City-Samal  Destination and Product Island-Davao del Norte Development TDA 2: Davao del Sur Tourism Enterprise Zones in Sta TDA 3: Compostela Valley- Ana Wharf and Samal Island Davao Oriental Improvement to 2 heritage sites (Php 20 Million) Theme: Linking communities to tourism Island Resort, marine sports, supply chain history, sightseeing, events,  Development Impact ecotourism, adventure, business, MICE, entertainment 2010: 113,000 jobs 2016: 38,000 additional jobs
  • 40. Product Portfolio Nature based Cultural Tourism Sun and Beach Shopping, Leisure Tourism Tourism and Entertainment MICE Health and Cruise Tourism Nautical Tourism Wellness
  • 41. Why are we underperforming? Destinations Access Promotions & Products
  • 42. Promotions  Roll out new branding  Collaterals customized and product specific to each market  Extensive use of New Media  PPP marketing programs  Marketing budget • PH US$ 10 M, Malaysia US$ 80 M, Thailand US$ 75 M • Potential sources not released (US$ 35 M from both PAGCOR and airports)
  • 43. Marketing Expenditure, 2007-2016In US$ thousand International and domestic tourism promotions budget has not changed significantly over the past 5 years Source: General Appropriations, DOT Coverage: International and domestic
  • 44. Foreign visitors will grow at 11% perannum
  • 45. NTDP Targets 2010 2016 3.5 M international 6.6 M international arrivals arrivals 27.9 M domestic 34.8 M domestic travelers travelers PhP1,042 B in total PhP1,759 B in total expenditure expenditure 5.76% of GDP 6.78% of GDP 3.6 M employment 6.5 M employment
  • 46. Thank you for your kind attention!

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