N ational tourism development plan
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  • 1. DEPARTMENT OF TOURISM The National Tourism Development Plan: Strengthening the Philippines Strategic Planning Process 6th UNWTO Executive Training Program,25-28 June 2011, Bhutan
  • 2. DEPARTMENT OF TOURISM Presentation Outline  Imperatives for Strategic Tourism Planning  Strategic Tourism Planning Process  The National Tourism Development Plan  Sustainable Tourism Indicators  Lessons from Previous Tourism Plans
  • 3. DEPARTMENT OF TOURISM TOURISM ASSETS AND DESTINATIONS The Philippines possesses a broad range of natural and cultural heritage tourism assets as well as a growing number of beach and urban leisure and entertainment facilities that are competitive in the region
  • 4. DEPARTMENT OF TOURISM Imperatives for Strategic Tourism Planning • Philippine tourism competitiveness • Ranked 94 against 139 countries in 2011 • Ranked18 in Asia-Pacific • Maintained an overall score at 3.7 for past 3 years • Opportunities for tourism growth in the Asia-Pacific • Additional 331 million international visitors by 2030 – making the region the second most visited destination • Increase in regional travel • 5.7% annual growth in outbound travel 0,0 100,0 200,0 300,0 400,0 500,0 600,0 700,0 Africa Americas Asia and the Pacific - North-East Asia - South-East Asia - Oceania - South Asia Europe Middle East Million Arrivals Forecast International Arrivals in World Regions 2020 2016 2010 2 3 4 5 6 Policy rules and… Environmental sustainability Safety and security Health and hygiene Prioritization of Travel &… Air transport infrastructure Ground transport… Tourism infrastructure ICT infrastructure Price competitive… Human resources Affinity for travel and… Natural resources Cultural resources Source: World Economic Forum: 2011
  • 5. DEPARTMENT OF TOURISM Tourism Performance • Unprecedented growth in 2011 • 3.9 million international visitors • 29.1 million domestic travellers* • US$ 13.3 billion tourism gross value added* • 6% share to GDP* • 3.8 persons employed* • Sustaining success in 2012 (January – April) • 1.5 million international visitors • 32% of target 4.6 million visitors • US$ 1.2 billion in international receipts CAGR in 38 years = 7.8% 1.5 M for 2011 Jan-Apr * Estimate
  • 6. DEPARTMENT OF TOURISM Imperatives for Strategic Tourism Planning • Past performance • 8.1% CAGR from 2002 to 2011 • 5% share to inbound traffic in Southeast Asia • Breached 3 million mark in 2010 • Market mix • 46.9% international visitors from East Asia • Korea is top source market (23.6% share) • 15.6% visitors from the Americas (greater bulk accounted by USA) • 8% arrivals from Southeast Asia • Domestic travel 3-5% CAGR in 10 years International Tourism Arrivals & Purpose of Visit Stronger recent growth off a low historic base
  • 7. DEPARTMENT OF TOURISM Imperatives for Strategic Tourism Planning • Policy support • Tourism Act (RA 9593) – legislating tourism as engine for socio-economic growth and investment • Executive Order 29 – promoting pocket open skies policies in secondary international gateways • Investment Facilitation – granting fiscal and non-fiscal incentives for priority projects in economic zones, key development areas, and Tourism Enterprise Zones • National Tourism Development Plan Executive Order No. 29 Tourism Act
  • 8. DEPARTMENT OF TOURISM Strategic Tourism Planning Process Philippine Development Plan, 2011-2016 Public Investment Program, 2011-2016 President’s Social Contract with the Filipino People Medium Term Expenditure Program National Tourism Development Plan, 2011-2016 Tourism Development Program Regional Development Plans Regional Investment Program Provincial Tourism Development Plans Municipal/ City Tourism Development Plans Tourism Site/ Area Tourism Development Plans Strategic Plan Tactical Plan
  • 9. DEPARTMENT OF TOURISM Elements of Strategic Planning Process Stakeholders involvement • National government agencies • Local government units • Legislative bodies • Private sector, businesses • NGOs, POs, vulnerable groups • Local communities NTDP National (87 pax) 16 Regional (970 pax) 4 Clusters (271 pax)DOT Regional Offices, NGAs, LGUs, Private Sector, NGOs, others DOT Regional Offices, NGAs, LGUs, Private Sector, NGOs, others DOT, NGAs, Private Sector, Investors and Donors Defined planning process • Competitive investigation • Best practices and models • Roadmap • Implementation mechanism • Communication Situation Analysis Conduct supply and demand analysis, competitive analysis, as well as past and present performance Review of Related Plans Examine processes and accomplishments Document lessons learned and insights Action Planning Develop goal, vision and directions, set targets Identify programs, projects, activities, resources Define accountabilities and indicators
  • 10. DEPARTMENT OF TOURISM Elements of Strategic Planning Process Destination Supply Tourism Demand Promote balance • Competing needs • Limited resources • Carrying capacity • Cultural values • Local benefits • Local and national issues Review Approval Support Transparency and accountability • Steering committee • Review process • Approval mechanism • Commitment and buy-in • Champions • Capacity building
  • 11. DEPARTMENT OF TOURISM The National Tourism Development Plan Stakeholders’ Goal: “An environmentally and socially responsible tourism that delivers more widely distributed income and employment opportunities.” Stakeholders’ Vision: “TO BECOME THE “MUST EXPERIENCE” DESTINATION IN ASIA.” Stakeholders’ vision and goal are consistent with the Philippine Development Plan 2011-2016 that focuses upon creating sustainable, rapid and inclusive socio-economic Growth 2016 Target 10 million international visitors 35.5 million domestic travellers US$ 24.7 billion TGDVA 8.1% share to GDP 6.8 million people employed 17% share to national employment
  • 12. DEPARTMENT OF TOURISM The National Tourism Development Plan • Adopt cluster destination concept and product portfolio • Raise standards of facilities and services • Facilitate investments and lower business cost • Safeguard natural and cultural resources, and vulnerable groups • Implement marketing and promotions Develop and market competitive products and destinations • Expand capacity of international gateways • Expand connectivity between gateways and key growth markets • Implement strategic access between international gateways and other clusters • Implement destination infrastructure program Improve market access, connectivity and destination infrastructure • Pursue shared responsibility of national and local governments • Develop competent, well motivated and productive work force • Improve governance relating to safety, security and handling tourists Improve tourism institutional governance and human resources
  • 13. DEPARTMENT OF TOURISM Cluster Destination Strategy Tourism Site (Within LGUs) Tourism Cluster (Groups of LGUs in a Region) Gateway to Tourism Cluster (LGU Capitol) Tourism Development Area (LGUs) Spatial development concept/ approach based on the areas: market demand inclusive growth respect local boundaries/ jurisdiction investment friendly The framework provides for prioritization of sites, products and activities Visitor Expenditure and Length of Stay
  • 14. DEPARTMENT OF TOURISM Cluster Destinations and Tourism Development Areas 20 strategic thematic tourism destination Clusters covering 78 Tourism Development Areas 7 clusters in Northern Philippines covering 27 TDAs 6 clusters in Central Philippines covering 25 TDAs 7 clusters in the Southern Philippines covering 26 TDAs 2 3 4 5 12 7 8 9 10 16 14 17 18 23 22 19 1 6 25 27 24 26 32 30 33 34 35 36 37 31 29 28 40 39 38 43 4644 42 49 50 51 47 48 60 61 63 59 55 53 56 57 54 58 70 69 75 72 74 73 76 78 65 64 67 68 77 11 13 15 20 21 45 52 62 66 71 41 NP-1 NP-3 NP-5 CP-1 CP-2 CP-6 SP-1 SP-2 SP-6 NP-4 SP-7 NP-2 NP-6 NP-7 CP-4 SP-4 CP-3 CP-5 SP-5 SP-3 LEGEND : 1 EXISTING Tourist Development Areas 1 EMERGING Tourist Development Areas International Airport Principal Airport - Class 1 Principal Airport – Class 2 Community Airport - Sea Port Tourism Cluster International Gateway Strategic Destination Clusters Pipeline International Airports
  • 15. DEPARTMENT OF TOURISM Nature Tourism Cultural Tourism Sun and Beach Tourism Cruise and Nautical Tourism Leisure and Entertainment Tourism MICE and Events Tourism Health,Wellness, and Retirement Tourism Diving and Marine Sports Tourism Philippines Product Portfolio Education Tourism Market-product analysis recommends prioritizing nine tourism products towards enriching the tourist experience and boosting product diversification
  • 16. DEPARTMENT OF TOURISM Central Visayas Tourism Cluster Gateway: Mactan - Cebu International Airport Tourism Development Areas TDA 1: Northern Cebu-Bantayan- Malapascua TDA 2: Metro Cebu-Mactan-Olango Island TDA 3: Southern Cebu TDA 4: Negros Oriental-Dumaguete- Siquijor TDA 5: Tagbilaran-Panglao Island Product Theme MICE, Business, resort, history, events, sightseeing, entertainment, shopping, ecotourism 2016 Tourist Targets International: 3.1 million Domestic: 2.3 million Market Access and Connectivity – Cebu terminal expansion and runway improvement – Gateway marketing program (e.g. World Routes) – Seamless connection from Mactan Airport to tourism development areas – Tagbiliran terminal expansion – Need for a Bohol gateway Destination & Product Development  Tourism Enterprise Zones in Cebu and Panglao  Improvement to 17 heritage sites (Php 500 Million)  Linking communities to tourism supply chain  10,400 rooms needed (2011-2016)  3,270 rooms planned or under construction (2011-2016) Development Impact  2010: 287,500 jobs  2016: 233,000 additional jobs
  • 17. DEPARTMENT OF TOURISM Sustainable Tourism Indicators Type Descriptors Data Sources Economic Tourism revenue DOT, NSCB Tourism Gross Value Added DOT, NSCB % share to GDP DOT, NSCB Tourism employment DOT, NSCB Social Local benefit DOLE Poverty incidence NSCB Health condition DOH Cultural Pride of place/cultural value NM, NCCA UNESCO Heritage Sites NCCA, NHCP Environment Visitor management plan DENR, EMB Innovation/ business process DOT, DTI Tourism Satellite Account
  • 18. DEPARTMENT OF TOURISM Sustainable Tourism Indicators Accreditation Indicators Data Sources Ecotourism Community participation Report Environment sustainability DENR, EMB Cultural sensitivity Report Education and ethics Program Local benefits Report Visitor satisfaction Survey Responsible marketing Collaterals Conservation Program Accommodation Environmental protection Mgnt Plan Business practices Mgnt Plan Social consideration Mgnt Plan Institutionalizing sustainable tourism indicators •Localization •Database set-up and management •Capacity building •Integration in strategic planning
  • 19. DEPARTMENT OF TOURISM NTDP - Building Partnership • Convergence program • Sustainable tourism – biodiversity conservation framework (DOT-DENR) • National Ecotourism Strategy (DOT-DENR) • Guidebook on tourism planning • Process for national and local tourism planning • Standards • Indicators
  • 20. DEPARTMENT OF TOURISM Destination Management Framework National Level Regional Level Local Level Tourism Advisory and Consultative Bodies (Tourism Coordination Council and Tourism Congress) Regional Tourism Councils/ Congresses (DOT-Tourism Congress-Civil Society) Provincial Tourism Councils (DOT-Tourism Congress-Civil Society) Local Tourism Councils and Action Groups City and Municipality Tourism Units and Private Sector Department of Tourism Tourism Promotion Board TIEZA + Other Agencies Regional Tourism Offices Provincial Level Tourism Service Centres Strategic level Tactical Level
  • 21. DEPARTMENT OF TOURISM Lessons Learned • Clearly defined destination framework • Stakeholders participation • Institutional ownership • Capacity building • Flexible planning approach • Communication plan 1991 Tourism Master PlanHarnessing Tourism Growth 2004 McKinsey Consulting Sustainable Tourism Management Plan for Central Philippines National Ecotourism Strategy
  • 22. DEPARTMENT OF TOURISM Thank you!For more information, please email your queries at mvjasmin@tourism.gov.ph