2. Authors
Eric Alvia
Carlos Libosada, Jr.
Editorial Team
Victoria Antonio
Rhodora May Raras
Uwe Sturmann (responsible)
Publisher
Private Sector Promotion Program
PSP SMEDSEP
www.smedsep.ph
info@smedsep.ph
PSP Program Office
7F New Solid Building
357 Sen Gil Puyat Ave
Makati City 1226
PHILIPPINES
Volker Steigerwald PhD
Program Manager
November 2009
4. Contents
Introduction to Local Tourism Development .......................................................................... 2
Value Chain Functions: The 5As ....................................................................................... 2
Institutional Development .................................................................................................. 3
Product Mapping and Prioritization .................................................................................... 3
Product Development and Management............................................................................ 3
Community and Stakeholder organizing ............................................................................ 4
Skills development............................................................................................................. 4
Business Planning Development ....................................................................................... 4
Destination marketing ........................................................................................................ 4
Ecotourism ............................................................................................................................ 6
Characteristics of Ecotourism (5As) ................................................................................... 6
Requirements of Ecotourism ............................................................................................. 7
Functions of the Ecotourism Value Chain (5As)................................................................. 7
Checklist for Ecotourism .................................................................................................. 11
MICE Tourism ..................................................................................................................... 12
Characteristics of MICE Tourism ..................................................................................... 12
Requirements of MICE Tourism....................................................................................... 13
Functions of the MICE Tourism Value Chain (5As) .......................................................... 13
Checklist for MICE Tourism ............................................................................................. 16
Adventure, Outdoor and Sports Tourism ............................................................................. 17
Characteristics of Adventure, Outdoor and Sports Tourism ............................................. 17
Requirements of Adventure, Outdoor and Sports Tourism............................................... 18
Functions of the Adventure, Outdoor and Sports Tourism Value Chain (5As) .................. 18
Checklist for Adventure, Outdoor and Sports Tourism ..................................................... 21
Medical, Health, Wellness and Retirement Tourism ............................................................ 22
Characteristics of Medical Tourism .................................................................................. 23
Requirements of Medical Tourism ................................................................................... 23
Functions of the Medical Tourism Value Chain (5As) ...................................................... 24
Checklist for Medical Tourism ......................................................................................... 27
Amusement, Entertainment, Leisure and Beach Tourism .................................................... 28
Characteristics of Amusement, Entertainment, Leisure and Beach Tourism .................... 28
Requirements of Amusement, Entertainment, Leisure and Beach Tourism ..................... 28
Functions of the Amusement, Entertainment, Leisure and Beach Tourism VC (5As) ....... 29
Checklist for Amusement, Entertainment, Leisure and Beach Tourism ............................ 32
Cultural and Heritage Tourism ............................................................................................ 33
Characteristics of Cultural and Heritage Tourism ............................................................. 33
Requirements of Cultural and Heritage Tourism .............................................................. 33
Functions of the Cultural and Heritage Tourism Value Chain (5As) ................................ 34
Checklist for Cultural and Heritage Tourism..................................................................... 36
References and Sources..................................................................................................... 37
1
5. Introduction to
Local Tourism Development
This booklet serves as a guide for local It is recommended that an LGU makes use of
government units (LGUs) in assessing local this guide after it has undertaken an
attractions that have a potential for tourism assessment of their local and regional
development. It is intended to aid local chief economic development (LRED) conditions
executives in: a) recognizing the functions that (see Figure 1), and after it has identified the
make up the domestic tourism industry; b) potential of its local tourism industry as a high
acquainting them with the range of activities growth high impact economic activity.
involved in the sector; c) identifying areas
within their jurisdiction with tourism potential; The Guide takes off from Biztour5 of the
and d) understanding the competitive Tourism Committee of the Philippine
advantages of the LGU within the framework Chamber of Commerce and Industry (PCCI)
of the tourism value chain. launched in 2006. The program was intended
to complement the government‘s efforts in
It is divided into six sections encompassing the promoting tourism development and boosting
major tourism subsectors in the Philippines: employment in the tourism sector.
ecotourism;
medical, health and wellness and
Value Chain Functions: The 5As
retirement; The Biztour5 Program aims to prop up
meetings, incentives, conventions and Philippine tourism by bringing in five million
exhibitions (MICE); foreign tourists that would generate an
adventure, outdoor and sports; estimated USD five billion tourism receipts and
amusement, entertainment & leisure to create five million jobs through the USD five
billion worth of investments by its fifth year, a
(sun, sea, and sand); and
goal that has been coined by Tourism
cultural and heritage tourism.
Committee of PCCI as the ―Five 5s‖.
LRED Implementation Steps
Prior to the LGUs initiating a tourism subsector assessment, it is recommended that they undertake a
Local and Regional Economic Development (LRED) process. LRED is a tool for participatory planning
and implementation process wherein public and private stakeholders in a locality dialogue and work
together to improve conditions for economic growth and employment generation.
The initial step of the LRED processes is a Rapid Economic Appraisal (REA). It is ideally conducted in
cooperation with private sector organizations and the local government to provide an overview of the
local economy and identify economic strengths and constraints of an area. The political, legal and
regulatory environment, situation and structure of the local business community, institutional
environment, human and natural resources and infrastructure would be assessed. Following this, a local
stakeholders‘ workshop would be held to validate the rapid appraisal results and identify interventions to
improve the local business environment. Interventions must be implemented within a year to achieve
―quick-wins‖ and build trust with local stakeholders.
2
6. Achievement of this goal is structure along the undertaken by tourism industry stakeholders
―5As,‖ another term coined by the PCCI that would further enhance tourism
Tourism Committee to refer to the sequence of development at the local and regional level.
activities or functions that form a tourism value These topics are further defined in the section
chain. These are: below.
Arrival (pre-arrival marketing,
air/sea/land transport, air/sea ports); Institutional Development
Access (roads, terminals, and related The local government unit must establish
infrastructure); within its overall structure an institutional
Accommodation (hotels, lodging, and framework that will support tourism
restaurants); development. Operationally, this will include
Attractions (natural & man-made); and the establishment of a Tourism Office and the
Activities (rest, recreation, and corresponding staff complement within the
education). LGU organizational structure that shall be
primarily responsible for the development and
implementation of tourism development plans.
The ―5As‖ framework encourages LGUs to
adopt a more strategic approach in tourism Product Mapping and Prioritization
development, and promotes cooperation with
The tourism ―product‖ refers to the specific
their neighboring areas to cover for
tourism destination and activities that are
components that may be lacking in their
located in and around the LGU. Identifying
locality in order to create a seamless tourism
and mapping the potential tourism products
experience.
will help determine what the destination can
Each section of the guide provides the offer. In order to sustain the interest of the
definition, the characteristics and attributes of tourism industry, the locality should
each of the identified tourism subsectors, and periodically introduce new attractions and
a functions checklist (5As) that will help the activities. Hence, an LGU with a number of
user assess the potential and competitive tourism products available should prioritize
advantage of a locality for each of the tourism the activity that will attract the largest number
subsectors. of tourists, but at the same time develop in the
pipeline other attractions that will capture
To complement the Biztour5 approach, this various segments of the tourist market over
guide also lists down the requirements that the long term.
should be undertaken by the LGU for each of
the tourism subsectors that highlight the
Product Development and
unique conditions needed for specific activities
to thrive. These are classified according to the Management
following topics: Product development involves creating the
type of tourism product that will be offered to a
Institutional Development; target tourist market. This step involves
Product Mapping, Prioritization; identifying the attraction, the activities that can
Product Development and take place, and laying it out on a timeline
Management; along the duration of the tourist‘s visit. This is
Community and Stakeholder an ongoing activity that the LGU should
Organizing; engage in to keep tourists coming back to the
Skills Development; destination. A foremost consideration in
Business Planning Development; and product development is to optimize the
Destination Marketing. resources without compromising
environmental sustainability. Last but not the
It is expected that by going through the least, tourism products should be properly
checklist, suggested activities will be managed to ensure that the quality of the
3
7. resources are protected and maintained over Business Planning Development
time. This entails providing the expertise, Tourism is a business undertaking. No matter
harnessing the support of the local what the objective may be in the development
stakeholders and the community, and of tourism products, sound business models
mobilizing the funds needed to sustain a should be in place to ensure the sustainability
tourism product in the long term. Local and profitability of the economic endeavor.
government units must ensure that the tourism Included in the business planning process
standards and guidelines are followed by the would be the identification of priority tourism
tourism service providers as this would help in products, the business models that can be
maintaining the quality of a tourism developed, the marketing strategies to be
destination. The tourism office should likewise employed, and approaches on how the
be supported by appropriate budgets to business can be conducted. LGUs that have
support their operations. determined a strong potential for tourism
should include clear programs and projects in
Community and Stakeholder their comprehensive development plans to
support it. It would provide a strong message
organizing
to the private sector that tourism development
Involvement of the local community and is one of the priority sectors.
stakeholders in tourism planning and
development is important to ensure that their
concerns are given due consideration, Destination marketing
particularly with respect to employment A significant requirement in tourism
generation, identifying business opportunities, development is effective marketing that is
preservation of local cultures, and protecting able to attract the ideal number and quality of
rights of indigenous groups among others. The tourists to a destination. Given the length of
LGU should coordinate closely with the private time it takes to develop a tourism product and
sector in identifying opportunities for involving for it to gain interest among the target market,
the local community and to ensure that destination marketing activities should
economic benefits accrue to the residents. commence even while the site/attraction is still
The creation of a local tourism council, under development. The DOT provides
comprised of both public and private support to LGUs in the promotions and
stakeholders, has shown to be effective in marketing of tourism destinations and should
major tourism destinations such as Bohol and therefore be tapped. Likewise, the LGU
Boracay. should also work with adjacent
cities/municipalities in jointly promoting their
respective sites in order to create a seamless
Skills development
tourism experience for the traveller.
Often overlooked is the matching of HR skills
with the requirements of the local tourism All these can be undertaken through a local
industry. Because the skill requirements of and regional economic development (LRED)
the different subsectors are diverse, it is process involving all relevant local and
important to closely coordinate and establish regional stakeholders. The participatory
linkages between the industry, and academe, approach promotes cooperation between the
vocational schools, and training providers, public and private sectors in identifying ―quick
including ―on the job training‖ for students. wins‖ to support local economic development.
Such linkages can further open up The following table provides an overview of
employment opportunities for local residents. the LRED process and implemented by DTI
Through the LGU Public Employment Service and GTZ-SMEDSEP.
Office (PESO), Tourism Council, or other
similar public-private dialogue mechanism, the
LGU further help bridge the skills mismatch.
4
8. Figure 1. LRED Implementation Process1
implement
organize and develop the monitor the
conduct local the action
mobilize action plan / action plan /
assessment plan /
shareholders strategy strategy
strategy
Resources Responsible
Key Steps Activities Outputs Timeline
Required Person
1. Organize and *Internal *LGU set up and *Minimum one *Meeting venue, *Planning
mobilize the meetings, ready to day up to one info materials re: Coordinator,
stakeholders orientation within undertake the week economic profile Focal Person
the LGU project (LGU)
regarding *local mandate to
objectives, proceed
resources *List of
required, interviewees
concept, logistics *Itinerary,
*Identify relevant detailed schedule
stakeholders
(public & private)
for conduct of
REA
*Finalize
Schedule
2. Conduct the *Preparatory *Matrix of data: One to three Workshop costs, Key LRED Focal
local meeting strengths and days (depends facilitation costs, Person identified,
assessment *Kickoff weaknesses; on size of logistics costs external
(Rapid workshop overview of local location); facilitator
Economic *Field interviews economy based workshop takes
Appraisal) and gathering of data on 5 Fields of one half day
validation of *Analysis of Analysis
findings in a information *MSMEs
stakeholder *Preparing the *Infrastructure
workshop presentation of *Enabling
results Environment
*Presentation *Support
and validation of Institutions
appraisal results *Human and
natural resources
3. Develop the *Identified *LRED Action Half day; best in Workshop costs, Overall-LRED
Action Plan proposed Plan, Strategy combination with materials, Focal Person,
/Strategy interventions *Activities the validation facilitation costs Mayor / LCE,
*Identify identified workshop LRED team
champion(s) per *Milestones
interventions agreed
*Action planning
4. Implement *Finetune, Stakeholders, One year Budget for LRED team
Action Plan / finalize the Plan facilitators activities (LGU,
Strategy *Implement trained and identified collaborating
agreed steps coached, (trainings, agencies, private
*Onsite coaching concrete workshops, sector
activities outward representatives)
implemented investment
missions, etc)
5. Monitor the *Monitor *Progress Report One year Workshop costs, Focal person and
Action Plan / Progress *Evaluation, field visits, external
Strategy Meeting Assessment transportation, facilitator
*Annual Results accommodation,
Evaluation data gathering
*Assessment costs
1
Source: Rapid Economic Appraisal Manual 2007, Rolf Speit; For more info, refer to the PSP LRED Reference Document
5
9. Ecotourism
Ecotourism
With natural areas as the main component of
ecotourism, many of the provinces, cities and
Definition
municipalities in the Philippines can position "Responsible travel to natural areas that
themselves in this particular subsector. This conserves the environment and improves
development would vastly help in the the well-being of local people.” - The
protection of the country‘s natural resources International Ecotourism Society, 1990
by providing an economically viable use for
our natural attractions.
quality of the ecotourism product is sustained
Ecotourism is a form of tourism that takes for the long term.
place within a natural and cultural heritage
Ethical Ecotourism puts much weight towards
area where community participation, protection
respecting the cultures of host communities as
and management of natural resources, culture
well as the visitors. Local folks and their
and indigenous knowledge and practices,
traditions are not exploited. Rather tour
environmental education and ethics as well as
programs are formulated with their
economic benefits are fostered and pursued
participation or inputs and with respect to their
for the enrichment of host communities and
social fibers (for example, tribal communities
satisfaction of visitors.
shall not be forced to conduct ceremonies for
every tour group instead, tour groups will visit
Characteristics of Ecotourism (5As) the community in time for the traditional date
In order to fully appreciate the concept of of ceremony and with the approval of the
ecotourism the following premises must be community).
acknowledged by stakeholders who plan to go
Community-based Ecotourism always seeks
into the development of ecotourism products:
to involve the host communities in the
Nature-based All ecotourism products must identification, development and operation of
be nature-based or located in natural areas, products for this sector of the tourism industry.
with zero or minimum development. With the This promotes economic equity wherein the
natural environment as the main selling point
of ecotourism, it is imperative that said
environment is kept in their most natural form.
Responsible and Sustainable The moral
ground of ecotourism is that it promotes a
responsible and sustainable form of tourism
that puts value first and foremost to
environmental protection before profit. It
respects the carrying capacity of the site in
terms of infrastructure development and
volume of visitors in order to ensure that the
6
10. Ecotourism
gains generated by ecotourism developments Requirements
would adequately benefit the local Conservation of biological diversity and
communities. cultural diversity
Sustainable use of the environment
Participation of the community in local
Requirements of Ecotourism eco-tourism enterprises
Since travel to unspoiled natural environs is a
primary motive, a primary requisite for
ecotourism includes local culture, flora and livelihood and income opportunities for local
fauna as the main attraction. Alongside this is entrepreneurs who can best explore a sites
the minimization of tourism's own inherent tourist drawing potential.
environmental impact (destruction and
pollution) on the destination. Functions of the Ecotourism Value
As an anchor attraction, conservation of Chain (5As)
biological and cultural diversity through
ecosystem protection is necessary. This could Arrivals
be ensured by the sharing of socio-economic It must be understood that although
benefits with local communities and ecotourism sites might allow only a limited
indigenous people (ie. jobs for local residents) number of visitors at any given time, it may
and having their informed consent and appeal to three ecotourism market segments.
participation in the management of ecotourism
Ecotourists These are travelers who have
enterprises.
high social and environmental knowledge and
A local example is the DOT‘s Grassroots who are familiar with the behaviour expected
Entrepreneurship and Employment in Tourism of tourists in reducing the carbon footprints in
(GREET) kayak-canoe acquisition & guide a destination. Ecotourists usually travel as
training project in Sohotan National Park, individuals or as small groups that consists of
Samar. It was initiated to promote and three to five persons. They are prepared to
safeguard eco-tourism sites and the stay in local facilities, no matter how simple or
sustainable use of biodiversity while offering rustic these may be.
essential services to tourists and providing
Novice Ecotourists These are usually
jobs to the local population. A similar program
students or people who are willing to learn and
in Central America is a tour-guide training
appreciate what the destination or ecotourism
course in Costa Rica's Tortuguero National
product offers. This market usually travels by
Park. It has helped mitigate negative
groups that ranges from mid to high volume.
environmental impacts by providing
information and regulating tourists on the Mass (non-ecotourist) market The very high
parks' beaches used by nesting endangered profile created by ecotourism products would
sea turtles. These programs enhance the from time to time be noticed by the mass
market and they potentially come in droves to
the ecotourism sites. The mass tourist market
could eventually destroy unprepared areas
especially if mitigating measures are not in
place to manage the high volume of visitors.
Some examples of ecotourism products
availed by the mass market are dolphin
watching, river cruising, trekking in easy trails,
or snorkeling in shallow coral reefs. Effectively
managing the entry of the mass market in
ecotourism products offers an opportunity for
inculcating the value of environmental
protection (such as, the value of protecting
7
11. Ecotourism
Characteristics of people in the ecotourism sites, such as in
Appeals to ecologically and socially mangrove areas, habitats of rare flora or fauna
conscious travelers. and the like.
Tourism to unspoiled natural resources is
a primary concern Table 1 The 5As in Ecotourism
Happens in destinations where flora,
Arrivals Niche market of
fauna, and cultural heritage are the
environmentally-
primary attractions.
conscious travelers
Creates economic opportunities for the
(ecotourism market)
local communities and empowerment for
Market the destination
local people
as environmentally-
friendly, highlighting
mangroves instead of cutting them down) for unspoiled natural
resources
this particular market segment.
Select a low volume-
high income strategy
Access Access Minimize vehicle
Stakeholders also have to recognize that due access
to the fragility of the natural environment, most Limit the built
ecotourism sites can only accommodate low environment / low
volumes of visitors. Thus, control measures to impact infrastructure
limit the number of tourists to such sites will Promote non-
have to be implemented. Such control motorized and/or non-
measures would include the following: polluting transport
options
Low guests to guide ratio
Accommodation Use of local and
natural building
Establishing maximum daily visitor
materials
quotas ―Small is beautiful‖—
Queuing or ticketing system keep the size and
Limited parking space number of
Limited road or trail system establishments small
Use of ―green
Access development must also conform to the technologies‖, for
desired level of protection of the natural example, reduction of
waste at source, water-
features in an ecotourism destination. Access
saving plumbing
to areas that cannot absorb large numbers of fixtures, recycling,
visitors (for example, mangroves, caves, and energy efficient lighting
rainforests) must be restricted, allowing only Attractions Pristine natural
trails, boardwalks, or dirt roads leading to the environments,
sites. protected areas and
national parks
On the other hand, products that can Natural Cultural
accommodate large numbers of visitors (for heritage sites
example, beach areas that can accommodate Traditional village life
high density development) should allow the
Activities Animal watching (birds,
whales)
setting up of high volume circulation facilities
Nature trails, canopy
and infrastructure such as paved roads and walks
visitor centers without compromising the Awareness creation for
protection of the ecotourism attractions. environmental and
social conservation
Other facilities such as boardwalks are
effective ways to properly control the
movement of visitors and minimize potential
impacts resulting from uncontrolled movement
8
12. Ecotourism
exceeding environmental standards in water
Accommodation and solid waste management.
Ecotourism does not require large investments
in accommodation facilities. Simple facilities Establishments are also encouraged to source
ranging from homestays to inns would be their supplies from local MSMEs to the extent
sufficient for visitors in ecotourism possible to bring down transport costs and to
destinations. Luxury accommodations can also allow the local community to benefit directly
be made available in destinations that are able from tourism activities in the area.
to attract high-end travelers.
Attractions
In the case of exceptional products that are Typical ecotourism attractions include pristine
able to attract large volumes and different natural environments such as primary growth
segments of the tourist market, the forest and jungles, caves and other rock
construction of high density accommodation, formations, beach and coastlines, mountains
such as multi-story, hotels should be limited to and volcanoes, waterfalls and lakes or water
identified development zones or city centers reservoir. Most of these sites may be situated
that are located some distance away from the in protected areas, sanctuaries and national
site to protect the pristine condition of the parks.
ecotourism product.
Although majority of ecotourism products
Applying ―green technology‖ and indigenous would be ecosystems-based (such as, forests,
use of local resources in the design, building, volcanoes, rivers and coral reefs), some would
and operation of board and lodging facilities focus also on specific animal species (whale
are also highly desired in these so-called shark, dolphin, turtle) or natural features
ecolodges. These would include energy (waterfalls).
efficient electrical components (such as
lighting, airconditioning) and should strive to Indigenous communities living amidst and
reduce carbon emissions and pollutants by dependent on the natural environment are
using renewable sources of energy (such as often part of the total ecotourism makeup of a
solar, biomass, wind), observing the 3Rs destination.
(reuse, reduce, recycle) and abiding by or
9
13. Ecotourism
Activities Complementary Measures
Ecotourism activities should lead to a Zoning of protected areas and ecotourism
heightened awareness for environmental and sites
social conservation. Also, the activities should Enforcement of environmental regulations
not create irreversible social and and building restrictions
environmental impacts in the destinations. Availability and/or access to trained
Common activities consist of animal ecotourism guides
observation (such as, bird watching, whale Compatibility of adjacent development
plans with ecotourism requirements
shark watching); non-motorized water sports
(such as kayaking, rafting, sailing); and nature
and rainforest exploration using pre-
designated trails for hiking and trekking,
canopy walks, zip-lines (cable pulley slides);
mountaineering; wilderness camping that
observes a ―leave no trace‖ ethic; and wildlife
and outdoor photography.
10
14. Ecotourism
Checklist for Ecotourism
Institutional Development
• Establish Protected Areas or Species for conservation and ecotourism utilization
• Formulate and enforce environmental laws and local ordinances
• Initiate collaboration with other government agencies such as DOT, DENR, DA-BFAR
• Establish provincial or city/municipal tourism office, with staff and budget
• Establish Ecotourism Standards and Guidelines (or Ecotourism Code)
• Organize training Programs for ecotourism frontliners (such as, guides, banca operators)
• Organize or strengthen tourism councils
• Organize trade groups (accommodation, transport, tour operators)
Product Mapping and Prioritization
• Stakeholders to identify and map out existing and potential ecotourism sites
• Prioritize the ecotourism sites into major (for development in the short-term/immediate)
and potential (for development in the long-term) sites
Product Development
• Determine if site/s can accommodate low or high visitor volume and build appropriate
facilities to keep the number of tourists within the range
• Identify appropriate activities per site to ensure complementarity and protection of the
attraction
• Identify development needs (for example, trails, water sources)
• Procure appropriate gear and equipment (for example, kayaks, life vests, binoculars)
Product Management
• Enact and implement ecotourism-related ordinances to ensure that the quality of sites and
facilities are maintained (such as, ordinance against hunting in birdwatching sites)
• Involve the local community in the operation and maintenance of sites
Community and Stakeholder Organizing
• Identify stakeholders and community members who will be affected and involved in
ecotourism activities
• Conduct training needs assessment for the local community members
• Organize Community members into people‘s organizations, cooperatives, groups of
service providers (for example, boatmen association, eco-guides group)
Skills Development
• Implement skills training for the community members so they can be involved in
ecotourism development and operations (such as, guides for trail/mountaineering, cave,
bird watching, diving)
Business Planning Development
• Formulate business plan for the destination and each activity developed for the area.
Destination Marketing
• Identify market sources and characteristics (for example, demographics, preferences –
national and regional figures available at DOT‘s statistics office and website –
www.wowphilippines.com.ph, www.visitmyphilippines.com)
• Conduct Product-market matching
• Develop materials for publicity (target free)
• Disseminate publicity materials
• Conduct familiarization trips for media and tour operators and other suppliers
11
15. MICE Tourism
MICE Tourism
MICE is an acronym for meetings, incentives,
conventions and exhibitions. It refers to a type
Definition
of tourism in which groups or individuals are
Acronym for Meetings, Incentives,
brought together for a particular purpose Conventions and Exhibitions
(ICCA 2007). Meeting - general term indicating the
coming together of a number of people in
Bids for MICE events are normally placed by one place, to confer or carry out a
specialized convention bureaus located in particular activity.
various countries and cities. These groups are Incentive - meeting event as part of a
established for the purpose of bidding on program, which is offered to its participants
MICE activities. The subsector is known for its to reward exceptional performance.
extensive planning processes and demanding Conference - participatory meeting
clientele. designed for discussion, fact-finding,
problem solving and consultation.
Exhibition - Events at which products and
Characteristics of MICE Tourism services are displayed.
MICE tourism often caters to groups or
individuals who gather for a particular event or International Congress and Convention
Association
purpose. These groups require suitable
venues that are bidded out and planned in
advance, which ranges from a few months to a developments and sub-specialization
few years, depending on the number of people conferences of lawyers, doctors, engineers,
expected. and accountants. Examples would include a
gathering of doctors discussing specific
MICE gatherings vary in purpose. Meetings practices and mayors discussing issues that
and conferences or conventions are usually may affect local areas (for example, coastal
conducted for professional or educational management).
purposes. It is also organized to discuss
issues of concern and advancements to Exhibitions and trade shows typically focus on
certain professions such as recent a particular industry segment and feature
keynote speakers, vendor displays, and other
information and activities of interest to the
event organizers and attendees. These would
include events such as construction shows
(Worldbex), furniture fairs (FAME), and travel
Characteristics
Type of tourism in which large groups are
brought together for a particular purpose.
Well-planned agenda centered around a
particular theme, such as a hobby, a
profession, or an educational topic.
12
16. MICE Tourism
expos (Philippine Travel Mart). Incentive MICE events require extensive and detailed
travel, on the other hand, is a leisure trip planning, management and coordination.
undertaken as a reward for expectations met Hence, professional meeting and convention
or exceeded. planners, event management groups from the
convention's hosting company, or outside
specialists are needed to handle MICE activity.
Requirements of MICE Tourism
To engage in MICE tourism, the destination
must have venues of suitable capacity with Functions of the MICE Tourism Value
adequate staff and equipment and accessible Chain (5As)
by any local transport. These venues should
have the capability and capacity to service Arrival
various food and beverage requirements. In A high volume strategy (conventions) or niche
addition, it must provide easy access to marketing (small functions) is usually adopted
utilities and support services such as to promote and market the destination
electricity, water, communications, ICT, internationally as a suitable venue.
trucking and transport, medical, security,
advertising, marketing, supply and logistics, Access to the destination necessitates
among others. Proximity to complementary seamless connections and arrival processes.
facilities, such as retail, health, financial, For large events, assistance teams are
entertainment establishments and places of organized to facilitate the transit of tourists and
worship within the vicinity of the venue is a baggage from the transport terminal to their
plus. accommodations and MICE venue.
To facilitate the influx of MICE participants, the
Requirements
Professional meeting and convention
venues, infrastructure and facilities should
planners & organizers adopt globally-accepted standards and
Convention centers that can accommodate regulations in order to attract the local and
large groups of visitors and a variety of international market. Likewise, improved
other facilities that can cater to wide range capability of the national (such as, Philippine
of group sizes and requirements Convention and Visitors Corporation) and local
Sufficient accommodation facilities in the trade convention or visitors bureau
vicinity of the convention center (Provincial/City/Municipal Tourism office) must
be emphasized and encouraged to support
The MICE market varies in size and interests. MICE promotions and marketing, planning,
While large groups that can reach several and management.
thousand delegates dominate the high profile
The domestic MICE industry has proven to be
activities, there are also the smaller, but
a very lucrative market for destinations that
numerous groups that can number less than
offer appropriate facilities. The Philippine
ten individuals to several hundreds.
Advertising Congress, which is held every two
The destination is usually promoted by offering years, has generated much interest in the
an array of facilities that can provide full domestic MICE market owing to the large
service management for MICE including, but numbers of participants they attract.
not limited to conference design, registration,
site and venue selection and booking,
audiovisual equipment, IT support, logistics,
leisure management, security services,
marketing, printing and web services, sourcing
speakers, funding and sponsorship, financial
management and budget control.
13
17. MICE Tourism
Table 2 The 5As in MICE Tourism Access
Efficiency of operations is foremost among
Arrivals Focus is on corporate MICE tourists since most are business
customers and
travelers who are usually pressed for time
business travelers
Local and while in the destination. Thus, an ideal MICE
International destination must have an efficient local
marketing of the transport network and is accessible to nearby
destination is tourist destinations. Proximity of MICE
imperative facilities to an airport and other affordable
Selecting either a high clean, safe and secure public transport
volume strategy or facilities are a desirable feature. In some
niche market for small
international conventions where the
function
Access convention facility is located in an area that is
Efficient transport
network, seamless inaccessible, the organizers establish
connections and transport routes that have designated drop-
airport arrival off/pick-up points for participants for the
processes duration of the activity.
Proximity of MICE
facilities to airport and Accommodation
public transport Functionality and comfort are overriding
facilities
concerns for the MICE patron. For this reason,
Efficiency - Time is
money for the hotels, restaurants, and related MICE facilities
business traveler (conference and meeting venues) should
Accommodation Hotels with good comply with international quality standards.
MICE facilities Venue capacity must be considered and
(conference and observed suitable for the event, while
meeting rooms) adequate catering facilities to service large
Catering facilities for number of delegates must be available.
large number of MICE
Support and services personnel must likewise
delegates
adhere to rigorous service quality standards.
Functionality and
comfort are overriding
concerns for the MICE MICE venues and accommodations must also
industry offer related supplementary services, which
Attractions Sophisticated MICE include travel guides and agents, and tour
facilities (conference operators. Most MICE events would have pre
and meeting rooms) and post tours wherein delegates would have
Conference and the option to explore the tourist attractions in
sightseeing packages the destination.
offered by local tour
operators Business facilities and services are also very
Cultural attractions in important for the MICE market. These include
the city (theatre,
documentation, photocopying, translation
churches, museum)
Activities services, and Internet access.
Shopping (souvenirs,
fashion, local
delicacies, Attractions
handicrafts, Variety is needed to suit the broad
pasalubong) requirements of this niche. While sophisticated
Sightseeing and MICE facilities such as hotels, convention
excursions in the centers, conference and meeting rooms, and
MICE environment reception halls would help the MICE
Events (weddings,
organizers to consider a destination, the
birthday parties,
company functions) presence of tourist attractions and activities
also provide additional incentives to hold an
14
18. MICE Tourism
event in a locality. For example, the Cebu
metropolitan area is a popular MICE venue
owing to the presence of several large hotels
and convention centers, further enhanced by
the proximity of beaches, cultural attractions,
shopping malls and other facilities. Access to
attractions such as historical and cultural sites,
beaches, and impressive landscapes
enhances the potential for developing a
locality into a MICE destination.
Activities
Activities usually fit into the various
classifications of MICE. Among these are Complementary Measures
gatherings of professional, educational or
Planning and zoning for MICE industry hub
hobby associations; trade and industry
with ICT infrastructure
shows/company functions; product or service
Availability of specialized service providers
launching an d exhibit; conventions (such as (ICT, event organizers, caterers, tour
professional, political, religious, socio-civic); operators)
ceremonies (such as weddings, anniversaries, Training facilities for the MICE industry
graduation and commencement exercises); accessible (including hotel and restaurant
concerts, festivals, plays and other management)
entertainment events; shopping and bazaars
(souvenirs, fashion, handicrafts); contests,
pageants and competitions; and sightseeing in
and around the MICE venue.
15
19. MICE Tourism
Checklist for MICE Tourism
Institutional Development
• Organize a Visitors‘ Bureau that will focus on developing the MICE industry and bid for the
hosting of MICE events
• For other government infrastructure (e.g. sports center) include MICE as another possible
use to optimize the facility
Product Mapping and Prioritization
• Determine the capacities of MICE facilities as well as the room supply of the destination
and the transportation linkages between/among them
• For the domestic market, MICE should be provided with enough focus as this can prove to
be a highly reliable market, especially in regional and provincial centers.
Product Development
• Existing facilities should continue innovating to attract a steady stream of clients
• Develop tour programs that can be offered to the MICE market
Product Management
• Maintain meetings facilities and innovate services to ensure the quality and quantity
required by local and international markets
• Industry members (such as, hotels) must help maintain the site‘s competitiveness by
actively participating in marketing and adjusting their rates to help strengthen the bids for
large MICE events.
Community and Stakeholder Organizing
• Organize community members to offer services to the MICE markets who avail of tour
programs. This can range from tour guide services, providing meals, transportation and
the like
Skills Development
• Develop skills for catering, guiding, and other services that may be required in a
destination (e.g. paddleboat operation)
Business Planning Development
• The MICE destinations should have a long-term business plan as international bids could
take several years, involving large-scale investments (for example, sports arena,
convention senter) that should be utilized on a regular basis in order to get a return on
investment
• Position the destination to attract large events but at the same time have the flexibility to
cater to small groups and local companies so to have a steady flow of activities throughout
the year as their
• ―One-time-big-time‖ groups should be avoided by destinations wherein supplies are unable
to cope with the short-term demand and infrastructure investments are not maximized
Market Planning and Marketing
• Major urban areas with sizeable number of rooms and meeting facilities available should
be marketed as an international MICE destination
• Emerging MICE destinations should focus on the local market and gradually move into
international activities in the long term as they gain more experience
16
20. Adventure Tourism
Adventure, Outdoor
and Sports Tourism
Tourists engage in adventure and outdoor
tourism to gain an unusual experience which Definition
may include some level of risk, uncertainty and Adventure travel is a type of tourism
in some cases, use of unconventional means involving exploration or travel to remote,
of transport. It is a type of tourism that involves exotic and possibly hostile areas, where
exploration or travel to remote, exotic and the traveler should "expect the
unexpected"
often times ―risky‖ areas, where the traveler
Sports tourism involves physical activities
"expects the unexpected," and hurdles
that the traveler does not usually
personal, mental and physical challenges. experience at home
This form of tourism appeals mainly to young
and physically fit travelers as it involves the experience in itself is more the primary
intense activity. Adventure tourism also allows appeal, with local topography, wildlife and
cultural exchange with the local community cultural heritage acting as enhancers.
and interaction with nature. It is often linked
with ecotourism activities and at times referred Activities encourage participants to step
to when it involves Nature-Based Tourism-- outside of their comfort zone and on occasion,
any activity or travel experience with a focus lead to pursuits, which may provide exposure
on nature; and Multi-Sport Adventure-- where to physical danger. The overall experience is
trips focus on physical outdoor activities. enhanced through the performance of some
However, care must be exercised in activities that may require significant effort and
introducing some of these activities, such as involve a higher degree of risk.
those related to sea and land motorsports as it
Distinction is often made between soft and
may disturb (or even damage) flora and fauna
hard adventure travel. Soft adventures have a
from unmanaged passage to local habitats,
lower level of risk, greater comfort in
mountain or forest trails, and waterways.
accommodations and are less physically
Some adventure tourism activities may also rigorous (for example, bird watching, easy
fall into the ecotourism category such as
caving, scuba diving and mountaineering,
Characteristics
canopy walks (trekking) and kayaking.
Any tourist activity involving physical
exercise that allows its participants to step
Characteristics of Adventure, Outdoor outside of their comfort zone.
Adventure activities include rafting,
and Sports Tourism mountaineering, caving, bungee jumping,
Adventure tourism distinguishes itself from mountain biking, zip-lining and rock
other subsectors by its educational and climbing, social and jungle tourism
recreational activities that are both exciting Sports activities include water sports, e.g.
and physically challenging. It focuses on diving, sailing, surfing, windsurfing, wake
boarding, rafting.
creating new personal experiences and
Land-based sports include trekking,
perspectives in viewing life in a locality. Thus,
horseback-riding, golf.
17
21. Adventure Tourism
caving, and golf) while hard adventures often The adventure tourism industry is a highly
have very basic facilities, higher risk factors resilient segment and can attract visitors to the
and greater physical challenges (for example, site even during lean or unstable times, for as
mountaineering and technical caving). long as the tourists are still able to undertake
the activities that motivated them to visit the
Trips frequently incorporate active outdoor site.
pursuits but these should never be at the
expense of nature or the people living in the Even with basic facilities, unique products and
area. Adventure tourism often appeals to services have to be offered catering to this
ecologically and socially conscious travelers. small but growing and demanding niche.
These physically active tourists must have
access to various outdoor adventure travel
Requirements of Adventure, Outdoor
outfitters offering diverse and distinctive travel
and Sports Tourism options on the destination.
Since unspoiled natural resources is a primary
lure, the presence of remote natural Use of outdoor facilities and inexpensive
attractions; ecologically pristine spots offering technology should be made available with
unusual features or conditions; and an respect to activities requiring specific
abundance of nearby sites with unique navigation systems, transportation, and safety
attributes are requisites. The participation of equipment that will serve to enhance the
the community is a key component as travelers‘ experience.
adventure tourism would require authentic,
Adventure travel is highly dependent on the
unique, and sometimes, indigenous activities.
presence of service providers such as guides
Adventure tourism is considered a low-volume, and outfitters (for example, those who operate
but high profile sector of the travel industry. It the tour and provide the equipment at the
rarely brings in large volumes of visitors but same time, such as kayaking). Due to the
what it does is to help promote the destination high-risk factor of adventure travel, there is
through highly graphic images of adventure also a need to develop emergency response
activities like surfing, scuba diving, and systems and facilities in order to provide
mountaineering. This provides an entry point frontline medical services (for example, first
for other possible attractions and tourism aid, airlift services, etc.) for tourists in the
products that can cater to other market event of accidents.
segments visiting the destination.
Functions of the Adventure, Outdoor
and Sports Tourism Value Chain (5As)
Arrivals
Promotion and marketing channels for
adventure seekers highlighting experience
over comfort must be available through
various media (internet, magazines, and trade
fairs). Examples are sports and outdoor events
held in the area with extensive media
coverage and promotion.
To manage visitor expectations, basic
infrastructure requirements for
adventure/sports tourism must conform to the
natural environment to the extent possible.
Moreover, these facilities must have resources
and trained personnel to cope with
emergencies. Tour operators and guides must
18
22. Adventure Tourism
also lay down guidelines and conduct pre- Table 3 The 5As of Adventure and Sports
activity briefings to ensure the tourists‘ safety Tourism
and prevent damage to the environment. Arrivals Market channels for
physically active
Access people (web,
Destinations must establish a balance magazines, trade
between providing access to a location in a fairs), highlighting
manageable and tolerable level, while keeping experience over
the area environmentally intact. Roads and comfort
public transport leading to the destination Small, but growing
niche market
should be available.
Access Public transport
As most locations are remote, services must available
be available to assure visitors of their safety Limit the built
environment to the
and security to, in, and from the destination minimum necessary
but at the same time be as unobtrusive and Eco-friendly transport
low key as possible. To minimize the impact options
on the environs, the use of markers, Accommodation Basic, low cost,
directional or aid signages, guides and minimal comfort
information posts with personnel should be (except for golfers)
present. Their presence will also allow them to Catering for the young
closely manage the manner by which activities and adventurous
(backpacker lodges)
are being carried out by the tourists.
Specialized providers
– dive resorts
Accommodation Attractions Pristine natural
In an ideal set-up, infrastructure and environments - jungle,
operations should be as low-impact as caves, mountains,
possible. Lodging facilities should blend with forests, rivers
the natural surroundings by using locally Wildlife experience -
available materials and adhering to local National parks,
construction methods, usage and settings. marine reserves,
Tourism establishments should be encouraged nature trails, dive sites
Sports facilities – golf
to use low cost, indigenous and natural
course, sailing and
building materials to minimize its impact on the diving schools
physical environment. It must also cater to its Activities Nature (trekking,
niche demographics – usually the young and hiking,
adventurous—that often times prefer mountaineering,
amenities that are spartan, providing only the spelunking, jungle and
basic necessities. However, some may offer wilderness)
specific activity infrastructure, equipment Ground sports –
(golfing, beach
rentals, courses and trip programming for
volleyball, mountain-
groups engaged in water sports such as biking, bungee
sailing and SCUBA diving. jumping)
Water sports –
(Diving, snorkeling,
(wind)surfing,
kayaking, water-
skiing, bangka trips)
19
23. Adventure Tourism
Attractions
Destinations in natural environments must
have topographic features such as forests and
jungles, caves and subterranean elements,
rivers, waterfalls, natural rock formations,
marine reserves and diving sites, volcanoes,
mountains and the like. To provide an
authentic wildlife experience, destinations may
be locations that have been declared as
protected areas; marine reserves and dive
sites; bird sanctuaries; and national parks with
nature trails. Adventure/sports facilities such facilities with patches of nature and those that
as golf courses, sailing, diving and other are purposely built to simulate the outdoor
activity related infrastructure, on the other experience that have the potential for
hand, cater to the sport and outdoor adventure tourism.
enthusiasts.
Water based activities include canoe,
Adventure activities that are possible in urban river/white water rafting, river expeditions, sea
areas include wall climbing and other kayaking, SCUBA diving, snorkeling, marine
emerging ones that involve walking on the roof life observation (whale, dolphin, shark, turtle,
edges of tall building, such as in Macau, or rays), live on-board trips, surfing, water skiing,
climbing across high bridges, as in the Sydney wake boarding, kite boarding, board sailing,
harbor. The private sector is very innovative in sailing, jet ski, and island hopping and
coming up with new ideas for activities to outrigger trips. Environs for these activities are
attract visitors and make them stay longer in commonly held in open water or coastal
their properties. The locality, therefore, would facilities, in-land tributary, lakes or rivers.
benefit also from working closely with the
private sector in tourism development. Air sport activities include hot air
ballooning, kite flying, parasailing, sky diving,
Activities aircraft and hang gliding, and air races.
Adventure tourism activities may be Suitable locations for these activities should be
categorized into four groups--land, water, and in open areas and fields far from concentration
air. of buildings, electric transmission lines, and air
traffic. Frequently these sites are airports
Land activities include mountaineering, closed for the occasion, former military air
trekking and hiking, backpacking, bird installations, or mountain ranges and valleys
watching, zip lines and canopy walks, rock (gliding/ballooning).
climbing, spelunking, wheeled vehicle trails,
triathlons, adventure and ultra-distance races,
orienteering, jungle exploration, beach sports, Complementary Measures
team and confidence building activities, and Zoning of protected areas and tourism
bungee jumps. Most activities occur in remote sites
or rural communities, but there are also urban Accreditation of adventure tourism and
equipment providers for safety reasons
Availability of qualified personnel (diving
instructors, mountain and rafting guides)
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24. Adventure Tourism
Checklist for Adventure, Outdoor and Sports Tourism
Institutional Development
• Enactment of laws and ordinances to encourage and properly regulate adventure activities
in protected areas
• Offer incentive programs for private sector groups developing pioneering adventure
activities (for example, subsidy)
Product Mapping and Prioritization
• Identify possible adventure sites through extensive research and testing to ensure its
appeal to the target market and address safety issues
• Prioritize activities into major (developed in short term) and potential (developed in
medium to long term) products to attract the most number of visitors given the marketing
and development resources.
Product Development
• Develop a range of possible adventure activities in a destination that can each cater to a
specific market niche (i.e., an extensive beach area can simultaneously accommodate
swimming, surfing, kite boarding and windsurfing)
• Test if adventure activity is viable and safe in the site by inviting local hobbyists and
technical experts alike
Product Management
• Organize a local handler or outfitter that will operate the tour program because in many
cases the introduction of adventure activities is done by outsiders.
• Maintain sites in their pristine or most ideal condition by ensuring that tourism activities are
properly managed and only compatible land uses/activities are allowed to develop in the
area
Community and Stakeholder Organizing
• Organize local community for possible operation of adventure program. Potential roles are
guides, porter, tour coordinators, equipment rental operators, caterers, or transport
operators.
Skills Development
• Locals should increasingly be trained in the skills of the adventure program offered in the
destination as the market grows in size
Business Planning Development
• Initial Investments should be prioritized to cover proper site development, provision of
graded (for level of safety) gear/equipment and appropriate training of guides to be able to
offer safe adventure programs
• The adventure travel business plan should be able to cover the required initial investment
to position the province or municipality/city as an adventure destination.
Market Planning and Marketing
• Initial visitors for adventure travel will be composed mostly of what is termed as "hard-
core" enthusiasts who are consistently in search of new places to do their hobby.
• Events such as adventure races or competitions should be made part of the marketing
program in order to pique the interest of the adventure enthusiasts to the area.
• Utilize free publicity generated by the high-profile adventure activities at the same time
continually invite media personalities to provide free publicity for the site
• The local handler or outfitter should maintain close links with tourist suppliers such as tour
operators, hotels, resorts, and airlines to ensure a stead flow of visitors.
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25. Medical Tourism
Medical, Health, Wellness
and Retirement Tourism
Medical Tourism, also known as medical
travel, health tourism or global healthcare, is a
trend in which individuals receive healthcare Definition
outside of their home country in order to take The rapidly-growing practice of traveling across
advantage of lower prices with greater international borders to obtain health care at
accessibility to treatment or better facilities, significantly lower costs and/or better quality
and at the same time, enjoy the destination‘s than in the country of origin.
attractions and activities.
and employment for greater sectors of the
Medical tourism is divided into three main society, including the disabled (for example,
categories: blind masseurs).
health and wellness; Medical treatment covers consultations or
medical treatment; and second-opinion diagnosis with specialists as
retirement well as procedures ranging from simple
cosmetic, dental or eye surgery to complicated
Health and wellness tourism, as defined by and invasive surgeries.
the World Tourism Organization, is associated
with travel to health spas or resort destinations Retirement tourism has emerged as a viable
where the primary purpose is to improve the option for the aging population in many
traveler‘s physical well-being through physical developed countries like the US, Europe and
exercise and therapy, dietary control, medical Japan. Higher cost of living in these countries
services relative to health maintenance. is driving retirees to move to developing
nations where cost of living and health care is
The spa industry in the health and wellness less expensive.
market is comprised of a range of
alternative/indigenous treatments to include The range of medical tourism activities is an
various forms of massage, water-mineral estimated USD 40 billion US dollar industry
treatment, chiropractic and related physical worldwide. Forecasts by Deloitte indicate that
therapy, aromatherapy, herbal treatment and it will grow to USD 188 billion by 2013. Health
cleansing diets. Tourism International estimates that in 2008,
up to 1 million Americans will seek medical
Indigenous treatments such as Hilot and care abroad. This trend will continue as US
Dagdagay (form of foot massage in the health care costs increases at 8% per year,
Cordillera Region) have been incorporated into eating into corporate profits and household
the mainstream of spa and health services in disposable income. Furthermore, Japan now
the Philippines. has 22 million elderly nationals costing them
USD 36.5 billion annually in elderly care. The
The growth of the spa and wellness sector in
sector may well be in a position to take up the
the tourism industry has provided windows of
slack from other traditional and mature tourism
opportunity for many destinations in the
subsectors adversely affected by a global
Philippines in terms of business development
economic slump.
22
26. Medical Tourism
In the Philippines, revenues from the Medical, Besides seeking a safe and less costly
Health and Wellness and Retirement substitute treatment, travelers often opt to
subsector have been increasing over the past enhance their stay with a vacation for rest and
5 years. Revenues in 2007 reached USD 700 recuperation. These activities should create
million and are expected to reach USD 3 economic opportunities for the local medical
billion and USD 8 billion in 2010 and 2015, and health care communities.
respectively. But in spite of the subsector‘s
rapid growth in the Philippines, the country is
Requirements of Medical Tourism
only earning a fifth of what Thailand, India, and
Malaysia earn annually. Quality and affordability are key requisites in
order for a destination to flourish as a desired
Potential and prospects in the Philippines medical tourism destination. It must have
remain optimistic owing to the fact that: prices world class medical facilities staffed by
of medical and surgical procedures in the qualified and experienced medical and health
Philippines are 30% to 50 % lower than care personnel. They should have a proven
elsewhere (DOH); and the country supplies system of maintaining the quality of services;
some of the world‘s best doctors, nurses, and human resources management and training; a
healthcare providers. careful selection system of health care
professionals; constant professional
development; and regular improvement of
Characteristics of Medical Tourism technology and procedures. Moreover,
The main reason for a tourist trip is to seek an facilities should have access to financing for
alternative quality and cost efficient medical constant upgrade and maintenance.
service elsewhere due to expensive
healthcare costs in a traveler‘s home country. Requirements
A destination must have significant price, Availability of well-equipped medical
quality, and regulatory difference to take facilities & highly-trained medical
advantage of this trend. Existing safe and personnel
quality healthcare available in the destination‘s Accreditation of practitioners and facilities
health facilities should be comparable or is essential
exceed those offered by other leading nations. Training facilities for the health industry
accessible
23
27. Medical Tourism
Affordability is measured by the presence of a patients. Furthermore, facilities could invest in
significant price difference between source advance information systems and use clinical
and destination countries. Options should be information technologies to improve patient-
made available for similar medical treatments, health care provider matching. Links with top
affordable financing, and private medical care foreign medical institutions could yield further
among others. A less restrictive healthcare advance training and undertaking of
regulatory environment that would balance collaborative procedures.
price competitiveness and quality care would
be beneficial in attracting more medical Spa
tourists to the country. The spa sector thrives both on domestic and
foreign tourists. Foreign tourists will be
Services must cater to individual needs by attracted to visit the Philippines for the unique
allowing consumers to select a provider based (hilot) services, ambience and facilities, while
on maintenance of certain standards, medical the domestic market are lured to avail of the
ethics and quality, and ease of travel to and spa services in destinations more for wellness
from the medical facility and nearby tourist needs. Some of the major spa destinations in
sites. Providers must also observe cultural the Philippines include The Farm at San
sensitivity and understanding of international Benito in Batangas Province, Mandala Spa in
diversity in offering their services. This is an Boracay Island, and Nurture Spa in Cavite
important consideration since differences in Province. However, major hotels and resorts in
nutritional habits, religious practices, family the country have already incorporated spa
interactions and other customs must be services as one of their service offerings to
recognized, understood and addressed. attract this particular market segment.
Retirement
Functions of the Medical Tourism The retirement market consists both of
Value Chain (5As) Filipinos living abroad and foreign individuals.
Factors that attract this market include the
Arrivals temperate climate, scenery and the ease of
living in their new community. A government
Medical Tourism
agency, the Philippine Retirement Authority,
Promoting and marketing the country and its has been at the forefront in attracting this
facilities should capitalize on its reputation for segment and is working closely with local
affordable prices, English language fluency, an government units and the private sector in
abundance of well-trained doctors and nurses, establishing retirement destinations. One
and unique hospitality and convalescent care. retirement village that is currently undergoing
development is Silvertown Retirement Village
To attract more clients, medical service
in Batangas Province.
providers are encouraged to establish links
with international Health Maintenance
Access
Organizations (HMOs), national health care
A most basic requirement is to establish
service, insurance companies, non-profits, and
networks with international and local transport
partner medical institutions from other
operators to provide customized service to and
countries to facilitate matching of potential
from the facility. The establishment of more
tourist healthcare assistance providers offering
facilitation services (i.e. patient records
transfer and authentication, legal and
insurance documentation, special transport
needs, travel bookings, vetting of physicians
etc.) to visitors would greatly benefit this
subsector. Moreover, this minimizes the
dangers of the use of informal channels by
patients and providers alike, which in some
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