DEPARTMENT OF TOURISM

The National Tourism Development

Plan: Strengthening the Philippines
Strategic Planning Process
6
th
UNWTO Executive Training Program,25-28 June 2011, Bhutan
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
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
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
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
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
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
DEPARTMENT OF TOURISM
Strategic Tourism Planning Process
Philippine Development Plan, 2011-2016
Public Investment Program, 2011-2016
Presidents 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
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
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



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
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
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
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
46 44
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
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
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
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
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

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
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
DEPARTMENT OF TOURISM
Lessons Learned
Clearly defined destination
framework

Stakeholders participation

Institutional ownership

Capacity building

Flexible planning approach

Communication plan

1991 Tourism
Master Plan


Harnessing
Tourism Growth


2004 McKinsey Consulting
Sustainable
Tourism
Management Plan
for Central
Philippines

National
Ecotourism
Strategy

DEPARTMENT OF TOURISM
For more information, please email your queries at mvjasmin@tourism.gov.ph