The document defines key terms related to tourism such as tourists, types of tourism (inbound, outbound, domestic, etc.), and components of the tourism industry and management. It discusses principles of tourism, stakeholders and their roles, types of tourists and travel motivations. It provides an overview of the Philippines' national tourism development plan for 2011-2016, which aims to make the Philippines a "must experience" Asian destination. The plan focuses on improving market access and connectivity, developing competitive destinations and products, and improving tourism workforce governance. It also outlines the country's tourism product portfolio and cluster approach to destination development.
Define what a travel Market is in the context of the travel business.
Explain the difference between business travel and holiday travel.
Explain what motivates people to travel and their travel needs and aspirations.
Define what a travel Market is in the context of the travel business.
Explain the difference between business travel and holiday travel.
Explain what motivates people to travel and their travel needs and aspirations.
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Just a game Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?
This comprehensive program covers essential aspects of performance marketing, growth strategies, and tactics, such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, and more
2. TOURISMTOURISM
Definition: activities of persons travelling to andDefinition: activities of persons travelling to and
staying in places outside their usual environmentstaying in places outside their usual environment
for not more than one consecutive year forfor not more than one consecutive year for
leisure, business, and other purposes.leisure, business, and other purposes.
The processes, activities, and outcomes arisingThe processes, activities, and outcomes arising
from the relationships and the interactionsfrom the relationships and the interactions
among tourists, tourism suppliers, hostamong tourists, tourism suppliers, host
governments, host communities, andgovernments, host communities, and
surrounding environments that are involved insurrounding environments that are involved in
attracting and hosting of visitors.attracting and hosting of visitors.
3. World Tourism Organization (WTO) DefinitionsWorld Tourism Organization (WTO) Definitions
International TourismInternational Tourism
Inbound Tourism: Visit to a country by non-residentsInbound Tourism: Visit to a country by non-residents
Outbound Tourism: Visits of residents of a country toOutbound Tourism: Visits of residents of a country to
another countryanother country
Domestic tourism: visits by residents of aDomestic tourism: visits by residents of a
country to their own countrycountry to their own country
Internal tourism: Visits by residents andInternal tourism: Visits by residents and
residents of the country of reference (Inboundresidents of the country of reference (Inbound
tourism plus domestic tourism)tourism plus domestic tourism)
National tourism: Internal tourism plus outboundNational tourism: Internal tourism plus outbound
tourismtourism
4. WTO DefinitionsWTO Definitions
Traveller – any person on a trip betweenTraveller – any person on a trip between
two or more countries or between two ortwo or more countries or between two or
more localities within his/her country ofmore localities within his/her country of
usual residenceusual residence
Same-day visitors (excursionists) – visitorsSame-day visitors (excursionists) – visitors
who do not spend the night in a collectivewho do not spend the night in a collective
or private accommodation in the countryor private accommodation in the country
visitedvisited
Tourists – visitors who stay in the countryTourists – visitors who stay in the country
desired for at least one nightdesired for at least one night
5. COMPONENTS OF TOURISM &COMPONENTS OF TOURISM &
TOURISM MANAGEMENTTOURISM MANAGEMENT
1. The Tourist – it is important to know their1. The Tourist – it is important to know their
travel motivations and factors thattravel motivations and factors that
influence their choice of destination andinfluence their choice of destination and
activitiesactivities
2. Natural Resource and Environment –2. Natural Resource and Environment –
composed of:composed of:
Physiography – nature & appearance ofPhysiography – nature & appearance of
landscapelandscape
Climate – kind of weather of a place over aClimate – kind of weather of a place over a
periodperiod
People – residents and concurrent visitorsPeople – residents and concurrent visitors
6. 3. Built Environment – that created by3. Built Environment – that created by
humans. Includes:humans. Includes:
a) Infrastructure – put in place to meet needsa) Infrastructure – put in place to meet needs
of local residents (Roads, telecommunications)of local residents (Roads, telecommunications)
b) Superstructure – facilities that have beenb) Superstructure – facilities that have been
developed to respond to the demands of visitorsdeveloped to respond to the demands of visitors
(Theme Parks)(Theme Parks)
c) Technologyc) Technology
d) Informationd) Information
e) Governancee) Governance
COMPONENTS OF TOURISM &COMPONENTS OF TOURISM &
TOURISM MANAGEMENTTOURISM MANAGEMENT
8. COMPONENTS OF TOURISM &COMPONENTS OF TOURISM &
TOURISM MANAGEMENTTOURISM MANAGEMENT
4. Operating Sectors – represent what many of the4. Operating Sectors – represent what many of the
general public perceive as “tourism.” Includesgeneral public perceive as “tourism.” Includes
the following:the following:
a) Transportationa) Transportation
b) Accommodationb) Accommodation
c) Food servicesc) Food services
d) Attractionsd) Attractions
e) Eventse) Events
f) Adventure and outdoor recreationf) Adventure and outdoor recreation
g) Entertainmentg) Entertainment
h) Travel Trade sector and tourism servicesh) Travel Trade sector and tourism services
9. 5. Spirit of Hospitality – the challenge facing5. Spirit of Hospitality – the challenge facing
destinations is to deliver their experiences in adestinations is to deliver their experiences in a
way that enables the visitors to believe that theyway that enables the visitors to believe that they
are welcome and that they are truly guestsare welcome and that they are truly guests
6. Planning, Development, Promotion & Catalyst6. Planning, Development, Promotion & Catalyst
Organizations – composed of the visionaries,Organizations – composed of the visionaries,
policy makers, strategic planners, andpolicy makers, strategic planners, and
individuals and groups who make the right thingsindividuals and groups who make the right things
happen led by the destination managementhappen led by the destination management
organizationorganization
COMPONENTS OF TOURISM &COMPONENTS OF TOURISM &
TOURISM MANAGEMENTTOURISM MANAGEMENT
10. Destination marketingDestination marketing
organizations: DMOsorganizations: DMOs
as the travel industry calls them,as the travel industry calls them,
areare organizations whose purposeorganizations whose purpose
is to promote and facilitate travelis to promote and facilitate travel
to and within their districts, cities,to and within their districts, cities,
regions, states/provinces, nationsregions, states/provinces, nations
or evenor even continents.continents.
11. The Tourism ProductThe Tourism Product
Not a single tangible thing but an amalgam orNot a single tangible thing but an amalgam or
combination of the ff:combination of the ff:
a) Intangible elements - Image, hospitality,a) Intangible elements - Image, hospitality,
courtesy, friendliness, helpfulness, ambiance,courtesy, friendliness, helpfulness, ambiance,
security, etc.security, etc.
b) Tangible elements – the natural environment,b) Tangible elements – the natural environment,
hotels, restaurants, resorts, food, support facilitieshotels, restaurants, resorts, food, support facilities
like airports, aircraft, roads, food, destination,like airports, aircraft, roads, food, destination,
festivals, etc.festivals, etc.
Thus, enhancing and preserving the tourismThus, enhancing and preserving the tourism
product is everybody’s concern, from theproduct is everybody’s concern, from the
driver to the market vendor to the tour guidedriver to the market vendor to the tour guide
to the resort owner up to the Presidentto the resort owner up to the President
12. The 4 Different Perspectives of TourismThe 4 Different Perspectives of Tourism
According to StakeholdersAccording to Stakeholders
To the tourist – the nature of the tourist’s psychicTo the tourist – the nature of the tourist’s psychic
& physical experiences and satisfactions will& physical experiences and satisfactions will
determine choice of destination and activitiesdetermine choice of destination and activities
To tourism suppliers (those that provide touristTo tourism suppliers (those that provide tourist
goods and services) – concerned with revenuegoods and services) – concerned with revenue
generation and customer satisfactiongeneration and customer satisfaction
To the government – plays an important factor inTo the government – plays an important factor in
tourism policy, development, promotion, andtourism policy, development, promotion, and
implementation. Concerned with generation ofimplementation. Concerned with generation of
income, foreign exchangeincome, foreign exchange
To host community - local people see tourismTo host community - local people see tourism
as a cultural and employment factoras a cultural and employment factor
13. GENERAL ROLES OF PARTNERSGENERAL ROLES OF PARTNERS
National Tourism Organization – DOTNational Tourism Organization – DOT
Formulation of policies & guidelinesFormulation of policies & guidelines
National planning & development of touristNational planning & development of tourist
destinations and activitiesdestinations and activities
Promotion of the Philippines locally &Promotion of the Philippines locally &
internationallyinternationally
Local Government Units & CommunitiesLocal Government Units & Communities
Get their destination ready to host touristsGet their destination ready to host tourists
Regulate tourism-related businessesRegulate tourism-related businesses
Promote the province, city, townPromote the province, city, town
14. GENERAL ROLES OF PARTNERSGENERAL ROLES OF PARTNERS
Other National Government AgenciesOther National Government Agencies
Regulate and develop attractions, supportRegulate and develop attractions, support
infrastructure, and services required forinfrastructure, and services required for
tourism developmenttourism development
Private Sector/Operating SectorsPrivate Sector/Operating Sectors
Plan and develop tour products & servicesPlan and develop tour products & services
Promote & sell toursPromote & sell tours
15. TYPES OF TOURISTSTYPES OF TOURISTS
I. Plog’s ModelI. Plog’s Model
A. Allocentric – outgoing, confident, adventurous &A. Allocentric – outgoing, confident, adventurous &
willing to experiment and explore; ex:willing to experiment and explore; ex:
backpackers, mountaineersbackpackers, mountaineers
B. Psychocentric – conservative, prefer familiar,B. Psychocentric – conservative, prefer familiar,
highly secure surroundings, non-risk takers;highly secure surroundings, non-risk takers;
Example: local travelers who go only to BaguioExample: local travelers who go only to Baguio
during summer every yearduring summer every year
C. Midcentric – not too adventurous yet not tooC. Midcentric – not too adventurous yet not too
conservative in their choice of destinations. Mostconservative in their choice of destinations. Most
tourists belong to this category; ex: travelers totourists belong to this category; ex: travelers to
Puerto GaleraPuerto Galera
16. II. Cohen’s ModelII. Cohen’s Model
Organized Mass Tourist – goes on packagedOrganized Mass Tourist – goes on packaged
tours, prefers the familiar environmenttours, prefers the familiar environment
Individual Mass Tourist – Major arrangementsIndividual Mass Tourist – Major arrangements
made through a travel agent although tourist hasmade through a travel agent although tourist has
some control over his itinerary and timesome control over his itinerary and time
allocationsallocations
Explorer – usually plans his own trip, avoidsExplorer – usually plans his own trip, avoids
developed tourist attractions, mixes with localsdeveloped tourist attractions, mixes with locals
but still protected by environmental bubblebut still protected by environmental bubble
Drifter – plans his own trip, avoids touristDrifter – plans his own trip, avoids tourist
attractions and lives with the locals, immerses inattractions and lives with the locals, immerses in
the host culture, partakes of the local food, livesthe host culture, partakes of the local food, lives
in the local shelter and observes local habits andin the local shelter and observes local habits and
lifestylelifestyle
TYPES OF TOURISTSTYPES OF TOURISTS
17. Pleasure/Vacation – people travel to enjoy, relax,Pleasure/Vacation – people travel to enjoy, relax,
and have funand have fun
Visit Friends or Relatives (VFR) - Aim is bondingVisit Friends or Relatives (VFR) - Aim is bonding
(which means to strengthen personal ties) or meet(which means to strengthen personal ties) or meet
new friendsnew friends
Business and Professional Reasons includingBusiness and Professional Reasons including
conventions – people under this category usuallyconventions – people under this category usually
attend to their primary work objective first beforeattend to their primary work objective first before
undertaking their secondary objective of holidayundertaking their secondary objective of holiday
Health/Treatment – includes traditional healthHealth/Treatment – includes traditional health
relaxation and rejuvenation (such as spa,relaxation and rejuvenation (such as spa,
massage) and medical tourismmassage) and medical tourism
Religion or Pilgrimage – includes pilgrimage toReligion or Pilgrimage – includes pilgrimage to
Mecca by Muslims and visits to holy shrines likeMecca by Muslims and visits to holy shrines like
Jerusalem, Lourdes, and FatimaJerusalem, Lourdes, and Fatima
PURPOSE OF TRAVELPURPOSE OF TRAVEL
18. TRAVEL MOTIVATIONTRAVEL MOTIVATION
Motivation – an internal factor thatMotivation – an internal factor that
arouses, directs and integrates a person’sarouses, directs and integrates a person’s
behavior. It is the reason behind whatbehavior. It is the reason behind what
people do. It deals with the innate need ofpeople do. It deals with the innate need of
a person to go to a placea person to go to a place
The most common model is AbrahamThe most common model is Abraham
Maslow’s Theory of MotivationMaslow’s Theory of Motivation
19. MODELS/THEORIES ON TRAVEL MOTIVATIONMODELS/THEORIES ON TRAVEL MOTIVATION
A. Push-Pull Theory/ModelA. Push-Pull Theory/Model
Push Factors – socio-psychological or personalPush Factors – socio-psychological or personal
motives. Involves anomie (man’s need for lovemotives. Involves anomie (man’s need for love
and affection), ego enhancement, increasedand affection), ego enhancement, increased
wealthwealth
Pull factors – motives aroused by the destinationPull factors – motives aroused by the destination
such as white sand, beachsuch as white sand, beach
B. Wanderlust-Sunlust TheoryB. Wanderlust-Sunlust Theory
Wanderlust – motives that cause individuals toWanderlust – motives that cause individuals to
want to experience different existing cultureswant to experience different existing cultures
and places or historically significant areasand places or historically significant areas
Sunlust – the desire to experience different orSunlust – the desire to experience different or
better facilities outside one’s place of residencebetter facilities outside one’s place of residence
20.
21. Tourism
Infrastructurea
nd Enterprise
Zone Authority
SECRETARY
Tourism Regulation,
Coordination and
Resource Generation
Tourism
Promotions
Board
Duty Free
Philippines
Corporation
Philippine
Retirement
Authority
National Parks
Development
Committee
Intramuros
Administration
Philippine
Commission on
Sports Scuba
Diving
Nayong
Pilipino
Foundation
DOT and Attached AgenciesDOT and Attached Agencies
(RA 9593)(RA 9593)
Tourism Development
Planning
Administration
Tourism Coordinating
Council
Economic
Development Cluster
22. NATIONAL TOURISM DEVELOPMENT PLANNATIONAL TOURISM DEVELOPMENT PLAN
2011 - 20162011 - 2016
GOAL VISION
Develop and promote
an environmentally and
socially responsible
tourism that delivers
more widely
distributed income and
employment
opportunities
To make the
Philippines
a “must experience”
destination in Asia
23. 3 MAIN PRINCIPLES OF HOW TOURISM HAS
TO BE PERCEIVED IN THE PHILIPPINES IN
2016
•Authenticity
•Refers to Filipino lifestyle and people’s
hospitality besides its unspoiled nature
•Uniqueness
•Refers to the Philippines natural and cultural
variety
•Competitiveness
•Measured in comparison with its main
competitors
24. STRATEGIC DIRECTIONS TO BECOME THE
MUST-EXPERIENCE DESTINATION IN ASIA
1. Improving market access and
connectivity
2. Developing competitive destinations
and products
3. Improving governance and tourism
workforce
29. Central VisayasCentral Visayas
Tourism ClusterTourism Cluster
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
Theme
MICE, Business, resort,
history, events,
sightseeing, entertainment,
shopping, ecotourism
• 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
Tourism roads with DPWH and DBM in
national budget
P2.86 billion for 24 projects for 2012
Tagbilaran terminal expansion
Need for a Bohol gateway
• Destination and Product Development
Tourism Enterprise Zones in Cebu and
Panglao
Improvement to 17 heritage sites (Php 500
Million)
Linking communities to tourism supply chain
7,000 rooms needed (2011-2016)
5,000 rooms planned or under construction
(2011-2016)
• Development Impact
2010: 287,500 jobs
2016: 233,000 additional jobs
31. PROSPECTS IN TOURISMPROSPECTS IN TOURISM
TRANSPORTATIONTRANSPORTATIONAdditional investments in transportation
infrastructure required to support sustainable
growth:
• Connectivity to destinations
and main international and
domestic markets
• Destination and tourist site
infrastructure
• Linkages to surrounding
communities
• Operations and maintenance
of tourism infrastructure
32. AIRPORTS FOR PPPAIRPORTS FOR PPP
New Bohol International Airport
Puerto Princesa Airport Development
36. STANDARDS FOR TOURISM ENTERPRISES FORSTANDARDS FOR TOURISM ENTERPRISES FOR
20122012
•Standards development
and upgrading
•Manpower training
•Investment facilitation
38. 2012
4.2 M international
arrivals
30.7 M domestic
travelers
PhP1,213 B in total
revenues
5.98% of GDP
3.9 M employment
2012
4.2 M international
arrivals
30.7 M domestic
travelers
PhP1,213 B in total
revenues
5.98% of GDP
3.9 M employment
2011
3.7 M international
arrivals
28.7 M domestic
travelers
PhP1,125 B in total
revenues
5.96% of GDP
3.8 M employment
2011
3.7 M international
arrivals
28.7 M domestic
travelers
PhP1,125 B in total
revenues
5.96% of GDP
3.8 M employment
TARGETS FOR FY 2011 AND 2012TARGETS FOR FY 2011 AND 2012
39. Product Development
• Key products: nature, sun and
beach, culture
• Strategic products: MICE,
leisure, entertainment and
shopping, health and wellness
• Opportunity/niche products:
retirement and nautical
40. • Define new key, strategic, opportunity-based, and
niche target markets and undertake market penetration
programs.
• Set up a unique market positioning approach that
boosts the Philippines as a tourism destination.
• Differentiating from the competition through the right
branding
Marketing Strategy 2011-2016
43. • Foreign visitor arrivals to grow by about 15% per
annum in next 5 years
• Core markets will still be Korea, US, Japan and
China; emerging markets will include India and
Middle East
• Better connectivity and more international flights
into secondary destinations (i.e. Mactan, Clark,
Kalibo)
• More investments in tourism facilities in Manila,
Cebu, Bohol and emerging destinations
Trends and Outlook in Philippine
Tourism
Editor's Notes
The government’s interest in developing tourism lies in its potential as an engine of growth that can contribute to sustainable national development through stimulating additional investment, creating new income and employment opportunities. Tourism is also seen as an instrument to help enhance national pride among Filipinos in their natural and cultural heritage.
The Philippine Development Plan 2011-2016 that is anchored on the Aquino Administration’s 16-point “Social Contract with the Filipino People,” provides an overall framework for inclusive economic growth where the benefits of economic growth are shared more widely. Within the framework of good governance and anti-corruption, the plan seeks to generate high and sustained economic growth; provide equal access to development opportunities across all geographic areas and income groups resulting in greater poverty reduction.
In support of the economic agenda of the Aquino administration, the DOT has completed The National Tourism Development Plan that is intended to guide both public and private sector managers on the coordinated implementation of key tourism development programs and activities between 2011 and 2016.
The vision statement highlights three main principles of how tourism has to be perceived in the Philippines in 2016. The Philippines will be an authentic, unique and competitive tourism destination by 2016.
-Authenticity refers to the Filipino lifestyle and people’s hospitality besides its unspoiled nature. The Philippines is an attractive cultural melting pot. We Filipinos are warm, friendly and hospitable: distinct advantages we have over our neighbors.
-Uniqueness refers to the Philippines’ natural and cultural variety: our Spanish-American colonial background within Asia, our 7,000 islands, our natural attractions all over the country.
-Competitiveness is measured in comparison with its main competitors. This means that the Philippines will foster its strengths and minimize its existing weaknesses. As a tourism destination, the Philippines will undergo innovation in order to remain up-to-date with the customers’ demand.
There are 3 strategic directions to become the must-experience destination in Asia.
The 1st is improving market access and connectivity especially to the various island destinations.
The 2nd strategy is developing competitive destinations and products to make sure we offer those that our source markets are looking for in their travel experience.
The 3rd strategy is improving governance and tourism workforce. Here we would like to institutionalize the roles and responsibilities of DOT and local government units or LGUs. At the same time, we would like to develop a competent, well motivated and productive tourism workforce, better than their counterparts in the region.
NTDP subscribe to inclusive destination development to allow more stakeholders to benefit from tourism
21 tourism clusters have been identified with 77 tourism development areas (TDAs) and 289 tourism sites
Focus on 10 clusters with international gateways for expedient and optimum use of resources – convergence.
Ask the President if he wants to pick any from the 10 cluster gateways.
Otherwise, proceed to Central Visayas Tourism Cluster as a sample to show how inclusive destination development could be achieved.
Other key points: Main Gateways serve both international and domestic tourists. Many are currently designated as secondary international gateways.
EO 29 is the first strategic step to execute cluster approach.
Gateway: Mactan-Cebu International Airport
New Bohol International Airport (Panglao Island, Bohol)
Tourism Development Areas:(1) Northern Cebu (Bantayan-Malapascua)
(2) Metro Cebu - Mactan – Olango Island
(3) Southern Cebu
(4) Negros Oriental – Dumaguete – Siquijor
(5) Tagbilaran City – Panglao Island
Theme: MICE, business, resort, history, events, sightseeing, entertainment, shopping, ecotourism
On the first strategy of improving market access and connectivity especially for international tourists, stakeholders identified the following key programs:
Completing improvements in NAIA and upgrading the secondary gateways
Pushing for the implementation of EO 29 that seeks to liberalize our civil air liberalization policy
Addressing issues such as common carriers tax and CIQ overtime
Ensuring the implementation of the tourism road infrastructure program (cite: almost 1,000 kilometers of tourism roads)
Improving strategic air, sea and road infrastructure linkages and transportation services between the 8 international airport cluster destinations and the 13 strategic cluster destinations without international gateways
The second strategy is to develop competitive destinations and products. This involves:
Designing and implementing a sustainable tourism transportation and destination infrastructure program to increase their capacity to handle growth in a sustainable way;
Facilitating a concerted product development program where we shall offer a diverse range of products to the domestic and international markets giving special attention to the development of large mixed use tourism complexes in the vicinity of main international airports, and non-urban, community-based tourism programs in strategic locations;
We shall also improve the business environment, facilitate tourism investment, and simplify business set-up processes.
We also recognize the importance of safeguarding our natural and cultural heritage sites, and vulnerable groups including women, children and indigenous groups.
- We shall also develop a marketing strategy and one-year rolling action plan targeting key growth markets focusing on marketing high quality products and experiences in the existing and emerging tourist development areas that are “must experience” in nature.
The third strategy is to push for effective governance and develop a competitive and world-class tourism work force. To this end, we shall:
- Strengthen national and local government capacities for tourism
- Ensure participatory governance and stakeholder leadership
- Create successful partnerships models for tourism development
Enhance tourism training
Improve safety and security (cite: TOP COP)
The assessment of the product-market opportunities in the Philippines’ international and domestic markets found that the Philippines can capitalize on its diverse tourism assets and markets by positioning and marketing
-Key products capable of delivering higher growth potential, higher lengths of stay and expenditure, and wider spread benefits. These include nature, sun and beach and culture.
-Strategic products are capable of attracting large regional markets with moderate length of stay and expenditure comprising MICE, leisure, entertainment and shopping, health and wellness.
-Opportunity/niche products capable of delivering strong future growth with long average length of stay and expenditure comprising nautical, and retirement products appealing to European, Middle East and North American, and selected markets such as Australia in the regional markets.
In the context of the product development positioning strategy presented above, the main thrust of the marketing and promotions strategy between 2011 and 2016 is to:
-Define new key, strategic, opportunity-based, and niche target markets and undertake market penetration programs based on the corresponding products. New international tourist target markets should be identified to avoid dependency on the main 3 markets (Korea, US and Japan)
-Set up a unique market positioning approach that boosts the Philippines as a tourism destination. This requires setting the right branding or unique market positioning to better commercialize the Philippine tourism product. (discuss branding campaign)
-Differentiate the Philippines from the competition through the right branding would allow the country not just to market products at the right markets, but to market them in the best way by communicating the right message to the right segments.
Key markets - expanding such as China or stable markets with already large shares such as Japan, South Korea, and USA
Strategic markets - relatively new markets with low volumes but high long- term growth potential such as Australia, Singapore, Malaysia, and Canada
Opportunity-based markets - emerging markets with high growth potential such as India, Hong Kong, Taiwan, and Russia
Niche markets - new emerging markets with high potential on a long-term basis such as Europe, as well as the Middle East.
What are the trends and outlook for tourism as we see it?
1. Foreign visitor arrivals will grow by about 15% per annum in next 5 years.
2. Our core markets will still be Korea, US, Japan and China while emerging markets will include India and Middle East.
3. We shall see better connectivity and more international flights into secondary destinations (i.e. Mactan, Clark, Kalibo) especially with the implementation of EO 29.
4. And there will be more investments in tourism facilities in Manila, Cebu, Bohol and emerging destinations.
Closing statement: Our tourism vision is for the Philippines to be a “must-experience destination in Asia.” Our goal is to maximize the contribution of tourism to the economic development in the country and support the economic agenda of the President. Through this presentation, I hope I have given you a better understanding of tourism and next steps both the government and its partners in the private sector must take to make the industry truly relevant, responsible and progressive.
Thank you and mabuhay.
