e70eae6881aa276113a4045e9d4aadb1.doc

2.
Developing and Marketing Competitive Tourist

Destinations and Products
The regional stakeholders noted that in order to facilitate the flow of
tourism to the existing and emerging tourism development areas, priority
should be given to the following subprograms:
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 offering 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;
Designing and implementing a PPP-based mandatory tourism

enterprise
accreditation/certification
system
to
raise
the
competitiveness of Philippine tourist facilities and services;
Facilitating tourism investment, and simplifying business set-up and

initial licensing and licensing renewal procedures;
Safeguarding natural and cultural heritage sites, and vulnerable

groups (women, children and indigenous groups) in the SCDs; and
Designing and implementing a five-year PPP-based and funded

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 related programs and projects to achieve this strategic outcome are
set out below.
2.1 Implement a Sustainable Tourism Destination Infrastructure
Program
Description of Program
The design and implementation of a within cluster destination
transportation and infrastructure development is essential in order to
ensure that they have the necessary capacity to handle increased
domestic and international tourism growth between 2011 and 2016. In this
context, the program seeks to: (i) improve the air, sea and road
connections between the main entry points in the SCDs and their TDAs; (ii)
where necessary improve water, power, sanitation, and solid waste
management, and basic public sector tourist support services in the TDAs
of the SCDs; and improve last mile access, visitor and nearby community
infrastructure at key tourist sites in the vicinity of the TDAs in each SCD.
The program will be achieved through two subprograms:
Designing and implementing a TDA utilities and tourist support services

infrastructure development subprogram within the SCDs; and
Designing and implementing a tourist site access infrastructure

subprogram.
Philippine National Tourism Development Plan 2011-2016
Proposed Subprograms and Projects

1.1
Designing and Implementing Services Infrastructure in

Tourist Development
Description and Projects
Time Frame
The implementation of this subprogram will involve the design and

implementation of three projects:
Project 1: The project involves the provision of water and power
supply and water treatment in destination centers. Locations of the

subprojects are in the following.
Tourism
Center
Development Areas
Northern Philippines Tourism Area
NP-2B Cagayan Coast
TuguegaraoPenablanca
NP-3A Laoag-Pagudpud
Laoag-Burgos
NP-3B Vigan
NP-4A Tuguegarao
NP-5A Central Cordillera
Vigan-Sta
CatalinaBantay
Tuguegarao
Baguio City - La
Trinidad
Banawe-Lagawe
NP-5B Benguet-Baguio
Sagada
NP-5C Nueva Vizcaya
Mt Pulag
NP-6A La Union Coast &

Hinterland
NP-6B Lingayen Coast &
Islands
NP-8C Laguna de Bay
Bauang-San
Fernando-San Juan
Alaminos-Bolinao
Los Banos-Bay
NP-8DNasugbu-LoocTernate-Naic
Ternate-Cavite Coast
NP-8F Batangas
Tagaytay City
Peninsula
Central Philippines Tourism Area
CP-1B Camarines Sur
Naga City
Caramoan
CP-1C Legaspi-Sorsogon
CP-3A Puerto Galera
Legaspi-Daraga
Puerto Galera
CP-3C Busuanga-CoronCulion Islands

CP-4B Puerto Princesa
Busuanga
CP-5A Boracay-Carabao
Island
Boracay
Project 1:
Starting date:
2012
Until 2014
Description
Solid waste
management
Solid waste
management
Solid waste
management
Power supply
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Water supply
Solid waste
management
Water supply
Solid waste
management
Solid waste
management
Water supply
Power supply
Solid waste
management
Solid waste
management
1.1
Designing and Implementing Services Infrastructure in

Tourist Development
CP-6B Iloilo-Guimaras
Power supply
Solid waste
management
Solid waste
management
Solid waste
management
Water supply
Water supply
Solid waste
management
Solid waste
management
Iloilo
Guimaras
CP-7A Northern CebuBantyan Island
Bantayan Island
CP-7CTagbilaranPanglao Island
Panglao
CP-9A Carigara BayTacloban

Leyte Gulf
Southern Philippines Tourism Area
SP-1A Dinagat-Surigao
Dinagat
Islands
SP-5A Dapitan
Dapitan
SP-5B Dipolog
Dipolog
SP-7A Davao City-Samal

Island Davao del Norte
Samal Island
Power supply
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Solid waste
management
Power supply
Water supply
SP-7B Tiboli-Mt. Apo

Forest Area
Project 2: Design and construction tourists information centers in

26 destination centers located nationwide
Project 3: The project involves the construction of transport

terminals and services in 26 destination centers located
nationwide
Lead Stakeholders
Project 1: DOT, LGU, DOH, DILG

Project 2: DOT
Project 3: DOT, DOTC, LTO, LTFRB
Project 2:
Starting date:
2012
Until 2013
Project 3:
Starting date:
2012
Until 2014
Strategic Partners
Project 1: Tourism Councils, Chamber of
Commerce, CSOs
Project 2: Tourism Council, LGU
Project 3: Transport owners, LGU, Operators
and drivers associations
Destinations for implementation

All clusters
Estimated Cost
(PhP)
Project 1:
1,530,376,000
Project 2:
5,690,000
Project 3:
12,020,000
1.2
Potential Financing Sources

Project 1 Official Development Assistance and DOT and Local
funds
Project 2 DOT funds
Project 3 DOT funds
Designing and Implementing Tourism Site Access and

Visitor Infrastructure Improvements
Time Frame
1.2

This subprogram seeks to undertake site visitor improvements at

152 sites giving first priority to the 92 sites in the 9 SCDs with
international airports. The subprogram will be implemented in two
projects:
Project 1: Improvement, rehabilitation and upgrading of

approximate 450 kilometers of roads in destination
centers and to 152 sites into all weather condition.
Project 1:
Starting date: 2012
Implementation:
5 years until 2016
Scopes of works include upgrading from earth to gravel and

gravel to asphalt concrete pavement, improvement of road and
off road elements, and rehabilitation of damaged sections
Project 2: Site Visitor Improvements at 99 priority sites

in 9 SCD with International Airports:
This project comprises the following tasks:
- Improvements to immediate site access and parking.
- Provision of visitor center and interpretation facilities.
- Provision of outlets for sale of food, beverage and
souvenir items.
- Provision of potable water and sanitary rest rooms.
- Provision of solid waste management.
- Provision
of
viewing
platforms,
trails,
and
directional/interpretative signage;
- Site restoration and conservation works.
- Site safety measures; and
- Training for site managers and local communities in
interpretation, tourism management, and site operation
and maintenance.
Project 2.
Starting date:
Immediate through
to 2014 with
continuing
monitoring and
evaluation
Monitoring and evaluation of progress
Project 3: Site Visitor Improvements at 53 priority sites

in other SCDs without International Airports
This project comprises the same typical tasks as those listed in
Project 1 above.
Project 3.
Starting date: 2013
through to 2016
with continuing
monitoring and
evaluation
Attachment __ to this Appendix set out the cost estimates for

the 152 sites.
Lead Responsible
Strategic Partners
Project 1: DOT, Provincial Government

Project 2: DOT (TIEZA) and Major Land
Owners
Project 1: LGUs, Tourism Councils, CSOs, DPWH,

DA, DAR
Project 2: Investors and Financial Institutions,
LGUs, DENR, DTI, SEC, and BIR
Project 3: Bilateral and multi-lateral financial
institutions, LGUs, DENR, DTI (OTOP), DA, etc.
Project 3: DOT (TIEZA) and

managers (DENR, LGUs, etc.)
site
Destinations for Implementation

All Strategic Cluster Destinations giving priority to NP-3-Central Luzon Clark), CP-6-Central
Visayas (Mactan-Cebu), SP-6-Davao Coast & Hinterland (Davao), CP-5-Western Visayas
(Iloilo), CP-4-Palawan (Puerto-Princesa), NP-2-Laoag-Vigan (Laoag), Cagayan de Oro Coast
and Hinterland, SP-5-Zamboanga peninsula (Zamboanga), and NP-7-Metro ManilaCALABARZON (NAIA).
Estimated Cost (PhP 000s)
Project 1: P 3,735,060
Project 2: P 2,427,043
Project 3: P 1,957,383

Project 1: DOT/LGUS/Donors (consider private
sector funding and operations)
Project 2: DOT (consider private sector funding
and operations)
1.2

Project 3: DOT (consider private sector funding
and operations)
2.2 Develop Diversified Tourism Products that Engage Local

Communities
1.1
Developing Major Mixed-use Tourism Complexes in the

Vicinity of the International Airports
This subprogram seeks to bring about the development of major

themed mixed-use tourism centres in the vicinity of the man
secondary international airports of Clark-Subic, Mactan-Cebu, Davao,
Cagayan de Oro, Iloilo, Puerto-Princesa, and Laoag. The subprogram
involves 14 projects. Specifically, large to medium-scale mixed use
integrated tourism complexes are proposed at the following
locations:
- Clark and Subic based on:
leisure,
entertainment,
theme
attraction,
shopping, MICE, education, medical, and sports
tourism centers in Clark (1); and
leisure, entertainment, beach resorts, wellness,
sports, education, wintering/retirement tourism,
cruise ship, and sports centers in Subic (1) and
Zambales (1).
- Cebu and Mactan based on leisure, entertainment, MICE,
shopping, beach and island resort, wellness and medical,
cruise ship, and wintering/retirement tourism (2).
- Davao based on leisure, entertainment, MICE, shopping,
beach resort (Samal Island), wellness, sports, marine,
and cruise ship tourism (1).
- Cagyan de Oronear Laguindingan International Airport
based on leisure, entertainment, MICE, shopping, resort,
wellness, sports, marine and cruise ship tourism (1).
- Iloilo based on leisure, entertainment, education, MICE,
shopping,
wellness
and
medical,
and
wintering/retirement tourism at the old Iloilo Airport site
with cruise ship facilities at the entrance to the Iloilo
River (1).
- Puerto-Princesa based on leisure, entertainment, MICE,
shopping, resort, wellness, sports, marine, and cruise
ship tourism (1).
- Laoag based on leisure, entertainment, MICE, shopping,
resort, wellness, sports, marine and cruise ship tourism
(1).
- Manila based on leisure, entertainment, MICE, shopping,
resort, wellness and medical, and sports tourism in the
Manila Bay, Makati, Fort Bonifacio Global City, Quezon
City, Cavite, and Nasugbu area (5).
Time Frame
Project 1.
Starting date:
Immediate
through to 2014
with continuing
monitoring and
evaluation
Project 1: Encouraging the Development of major mixeduse tourism complexes

- Meet with the major landowners in the vicinity of each
secondary international airport to
- Identify sites and discuss interest in undertaking these
developments.
1.1

- Where appropriate, provide TEZ designation and full range
-
of incentives to those that indicate interest in developing

their sites along the lines proposed in the NTDP.
Assist in developing access, power, water, sewerage and
solid waste management infrastructure in support of the
development of the centers.
Provide one stop zoning, ECC, business setup and other
support through TIEZA
Support the funding of the projects through introduction of
potential partners, participation in investment road
shows and providing loan credit guarantees.
Support the operations of the completed tourism centers
by inclusion in international and domestic marketing
programs.
Monitoring and evaluating progress on a regular basis.
1.1

Project 2: Developing community participation in the

tourism value chain at and in the vicinity of the 99 natural
and cultural heritage tourism sites located within the
SDCs with international airports
- Review the list of sites identified by the stakeholders in the
SCDs with primary or secondary international airports
and assess their scope for enhanced community
participation in these and in the tourism value chain in
the vicinity.
- With support of an interested bilateral or multi-lateral
financial institution, design a community-based tourism
value chain participation program centered on the
priority tourism sites as set out in Attachment __ to this
Appendix. The program will include the following
initiatives:
Community participation in the planning and design
of the interventions in each location;
Outside private sector participation in the operations
and marketing of the commercial elements of direct
community-based tourism initiatives such as
accommodations, tours, etc.;
Linking local communities and tourism outlets in the
region to supply them with handicraft, vegetables,
fruits, meats, furnishings, decorations, and building
materials;
Providing credit, training and materials, and supplier
contracts support to local communities;
Providing training in hospitality, cooking, food and
beverage service, in and local tour guiding;
Providing improved community-based access, water,
sanitation, lighting and solid waste management;
Providing long-term mentoring support through
appropriate NGOs; and
Monitoring and evaluation of progress.
- Seek funding for the community based tourism value
chains program through grants and program loans from
interested
bilateral
and
multi-lateral
financial
institutions.
- Implement the community-based tourism value chains
program.
Project 2.
Starting date:
Immediate
through to 2014
with continuous
monitoring
- Monitoring and evaluation of progress.

Lead Responsible
Strategic Partners
Project 1: DOT (TIEZA) and Major Land

Owners
Project 2: DOT (TIEZA) and site
managers (DENR, LGUs, etc.)
Investors and Financial Institutions, LGUs, DENR,

DTI, SEC, and BIR
Bilateral and multi-lateral financial institutions,
LGUs, DENR, DTI (OTOP), DA, etc.

NP-3-Central Luzon Clark), CP-6-Central Visayas (Mactan-Cebu), SP-6-Davao Coast &
Hinterland (Davao), CP-5-Western Visayas (Iloilo), CP-4-Palawan (Puerto-Princesa), NP-2Laoag-Vigan (Laoag), SP-5-Zamboanga peninsula (Zamboanga), and NP-7-Metro ManilaCALABARZON (NAIA).
Estimated Cost (PhP 1,000)
Project 1: P 13,895,640

Bilateral and multi-lateral financial institutions
Assumes 14 sites with total developed area of 440,000 m2 at average cost of P31,581/m2 at 2011
prices.
1.1

Project 2: P 349,933
Bilateral and multi-lateral financial institutions
2.3 Implement a PPP-based Mandatory Tourism Enterprise

Accreditation System and Facilitate Tourism Investment and
Lower Cost of Business
Description of the program
This program aims to design and implement a compulsory accreditation
system for primary tourism activities in 3 years (by 2014) and keep a
voluntary approach for secondary activities (addressed not only to tourists
but also to the general public). Then, in the following years until the end of
the NTDP time frame (2016), to consolidate, refine and add more value to
the system.
Objectives
In the context described above the following objectives are targeted:
Extensive use of international standards / references
The Philippines context needs to be taken into account: differences
between islands, regions; opportunity to highlight differentiating
factors.
Establish and grant a smooth and efficient accreditation and reaccreditation exercise
Ensure the long-term sustainability of the accreditation system
Take care of the internal and external image of the accreditation
system: fairness, consistency and reliability, integrity, transparency
The accreditation system should be thought as and become a tangible
support to marketing and promotion of companies and destinations,
instead of just being an administrative tool
In line with this last objective, the accreditation scheme should
constitute an useful and reliable tool for the end users (tourists and
residents) to get information and make a choice based on some
minimum price-quality relationship criteria
1.1
Design and Implementation of a PPP-based Mandatory

Tourism Enterprise Accreditation System
Time Frame
1.1

Strategy guiding principles:

Clear reference to international standards as a reference for the
accreditation criteria, but still considering some local
particularities.
Working in collaboration with many stakeholders in order to
elaborate and implement the accreditation system: tourism
enterprises associations; other government agencies, in
particular TEZA.
Work in close coordination with LGUs in order to link Municipal
Activity license and DOT Accreditation both during the initial
issuance process and for the renovation.
Enhance the value of the accreditation for accredited companies
versus non accredited
In that line establish a system to impose fines and penalties for
companies violating the system: operating without accreditation
or not respecting standards anymore. Furthermore, market
needs to be informed by official communication means about
closure or suspension of activities of companies, whenever
applicable.
Accreditation is not forever, as there needs to be a periodic
renovation, which implies checking again the standards of the
companies that received an accreditation.
Likewise, assume that accreditation standards need to be
reviewed periodically as to reflect market evolution and that an
on-going research mechanism needs to be established to
monitor market changes
Project 1: Framework paper and

accreditation & certification system
TOR
for
Project 1:
Starting date:
2011
Implementatio
n: end of 2011
enterprise
This first project is taking place during the elaboration of the NTDP
and consists in elaborating a framework paper that will set the
strategic vision and the way forward for this new accreditation
system.
Determining the scope of tourism activities to be accredited
Determining
typologies
and
categories
(whenever
applicable) for each tourism
activity in the basic compulsory approach to accreditation
Determining the main lines of an advanced accreditation
approach
Defining the principles to establish complete, specific and
reliable standards for each activity, type and category of
product/service to be accredited
Establishing
the
management
approach
for
the
implementation of the designed accreditation system, which
will include issues like authority & responsibility, application
and registration process, inspection / audit process and
certification process.
Determining how the new accreditation should be used and
promoted internally (to the Philippines tourism companies)
and externally (to the travel intermediaries and the end
consumer, both domestic and international)
Elaborating a rollout plan for implementation including roles
and responsibilities, timing, human and financial resources
and funding scheme.
10
1.1

Project
2:
Establish
Task
Force
design/implementation of the system
to
supervise
This project should start in parallel with the end of project 1 and
should be based on the principle of Public Private Partnership.
Although the DOT has the Authority and responsibility for the
Accreditation system, the latter should be designed and
implemented with the active participation of the private sector.
The DOT has already initiated a consultation process for the
technical design of the accreditation system for hotels, which is
based on a regional consultation with the managers of hotel
companies.
Project 2:
Starting date:
2011
Implementatio
n:
Design
phase: 2011
and 2012
Implementat
ion phase:
2012 until
2016
This initiative needs to be reinforced by the creation of a Task Force

at 2 levels:
National: by establishing a committee of experts with a
broad point of view and understanding on the tourism sector,
which could look at the accreditation system as a whole. This
Committee would be in a position to validate and improve
the general approach for the accreditation system, as well as
to link and understand the correlation between different
sectors of activity within the tourism sector. This general
Committee should also be divided into sub-committees
working on specific sectors of activity: tourism guides, hotels,
other types of accommodation, intermediation services
(travel agencies and tour operators), etc. Each subcommittee should participate in the development and
implementation of the specific standards for each sector of
activity. Therefore the National Task Force has a major role
during the technical design / redesign phase and act as a
promoter of the accreditation system at international and
domestic levels..
- Regional/provincial by reproducing the national Task Force
model at a Regional level. This would mean that once a
technical draft of standards for any tourism activity is ready
and has been produced and agreed at national level by the
Task Force, the draft document would be circulated to the
Provincial /regional level in order to get comments regarding
some potential issues regarding the application of the
regulation. It is not suggested to go through an in-depth
technical discussion with each of the regional/provincial task
forces as it would be very difficult to manage, but rather to
collect specific and focused observations that might improve
the draft regulation. However a more important role could be
given to
the regional/provincial
level
during the
implementation phase by means of a technical advisory /
endorsement role to certify accreditation proposals made by
the inspection teams. The regional/provincial task forces
could confirm the proposals, provide advice for a revision of
a proposal if they consider that the companies / individuals
do not meet the regulations requirements and standards;
and also act as a supporter of strong decisions to be taken
by the DOT regarding the closure or downgrading of a
company / personal activity. The legal Authority and
Responsibility will always remain in the hands of the DOT, as
per the Tourism Law.
11
1.1

Project 3: Contract consultant firm to design, pilot, set up

and provide training on the system
A large number of sectors of activities need to be covered through
the new Tourism Law. Although many of them already are regulated,
the type and scope of technical standards need to be thoroughly
changed and extended. Although national and regional experts will
be appointed to join the Task Forces, there is a need for the
elaboration of an initial draft for discussion, based on international
standards, instead of starting from scratch as it is not an efficient
process, and international expertise is needed in the discussions.
Project 3:
Starting date:
2011 and
throughout
2012
Then, to reduce implementation issues the designed standards

should be tested on a set of representative tourism destinations in
pilot regions/provinces.
The consultant would also support the DOT in the set up of the whole
management, promotion and financing system for implementation,
acting as an advisor to design and test the implementation scheme
once again in 3/5 pilot destinations. The implementation scheme
would then be fine tuned before scaling up to reach all the
Philippines.
An important part of this technical assistance would consist in
establishing the training system and also in delivering the training to
the core DOT inspection team.
All these tasks should be supported by the elaboration of manuals
that would then remain in hands of the DOT and be used for scaling
up and on-going updates of the accreditation scheme.
The profile of the consultant firm should be international having the
experience of designing and implementing accreditation systems in
other countries paired with a good understanding of the Philippines
reality.
Project 4: Roll out implementation

The main goal of this project is to successfully certify / re-certify the
estimated 6,000 companies / personal activities (tourist guides for
instance) already certified by the DOT today, plus an unknown
number of companies that might be licensed by the Municipalities
but are not certified by the DOT today .This task could also include
companies operating illegally today.
In order to meet this goal in 2 years (from the date of publication of
the new Regulations) many tasks need to be done:
Which should be the application and registration process by
the company?
How to work in collaboration with the local Authorities /
Municipalities / LGUs?
Priorities need to established as to the companies to be
attended first in terms of inspections/ audits
The estimated number of inspections to be carried out in 2
years
How many inspections can be targeted by team of inspectors
per day?
How many inspectors are needed?
Where these inspectors are needed depending on the
geographical concentration of the tourism supply?
Which kind of contract should be established with the
inspectors?
Who pays for the inspection and certification?
How often should certified companies be inspected?
Project 4:
Starting date:
2011
Planning
implementatio
n: 2011 and
part of 2012
2-year initial
implementatio
n after
publication of
new
regulations :
from 2012
until maximum
2014
On-going
implementatio
n from 2014 to
2016
12
1.1

How to handle issues like companies that do not meet all the
standards but are able and willing to fix the deficient
standards?
How to deal with companies complaints about the
inspectors reports?
How to set up certification commissions at regional/
provincial level within a PPP scheme
How to set up an audit scheme to ensure the reliability of the
whole inspection system by means of random audit of
inspected companies
In addition to the technical issues, other aspects of the system also
need to be defined and implemented:
- Promotion of the new accreditation scheme to the
entrepreneurs and managers of tourism companies
- Promotion to the travel intermediaries, the press and the
end users (domestic and international tourists)
- Internal management structure of the DOT at national and
provincial levels
- Cooperation scheme with other DOT departments and with
external stakeholders to generate public private partnership
schemes
- Cost management of the whole system and funding
- Supervision and audit of the accreditation system itself
-
Roll out of the implementation starts with an important planning and

set up phase, which should run in parallel with the technical design
of the standards for the accreditation system.
The whole inspection/ auditing, co-ordination, promotion, awareness,
training, funding system needs to be in place before the publication
of the new detailed accreditation regulations. Such a task might
require 6 months but it is essential to be ready to act immediately
and efficiently.
This design and set up should be done by the DOT with the support
of an external experienced consultant.
Finally an initial period of 2 years is estimated to carry out the whole
accreditation exercise throughout the whole territory for the more
than 6,000 companies that need to go through the application,
registration, inspection and certification process, some voluntarily
and others by imposition of the DOT.
In order to be on the safe side, 4,000 companies are added to the
6,000 already accredited, in order to attend the additional needs of
non already accredited operating companies:
- Companies operating with a Municipality License but no DOT
accreditation;
- Companies operating illegally and that would voluntarily or
by legal force apply for Municipality License and DOT
certification
- New companies to be created.
The plan and budget is established for the initial 2 years and would then
need to be assessed and revised for the remaining part of the NTDP up
to 2016. These last years are not accounted for in the present subprogramme as the conditions will be different in terms of number of
companies to be inspected every year and even the way to do it might
be revised based on the 2-year initial experience.
Lead Stakeholders
Strategic Partners
13
1.1

DOT
department
of
Tourism
Accreditation and its sections
DOT provincial offices
Private sector Commissions at National and

Regional/Provincial levels constituted as Task
Forces to work together with the DOT in the
design and implementation of the system
DOT department of Tourism Planning
DOT department of Tourism Product development
DOT department of Tourism Promotion
DOT provincial offices / delegations
LGUs
Regional Economic Development Commissions
Destinations for implementation

At a national level
Estimated Cost
(USD)
Project 1: already
part
of
NTDP
consulting budget
Project
2:
US$
20,000
Project
3:
US$
250.000
Project
4:
US$
425.000
Contingency: US$
60,000
TOTAL:
US$
755,000

Accreditation fee to be paid for 2 years by each company
International donors such as German co-operation Agency (already
collaborating with the DOT)
DOT budget
TOTAL COST OF ACCREDITATION PROGRAM FOR YEARS 2012 AND

2013 (inclusively)
US$ 755,000
COST ALREADY BUDGETED BY DOT FOR 2012 & 2013 (extrapolation

from 2012 budget)
US$ 642,000
COSTS FOR YEAR 2014 (extrapolation from 2012 DOT budget)
US$ 321,000
BUDGET GAP FOR YEARS 2012 AND 2013
US$ 113,000
US$ 321,000
US$ 321,000
US$ 321,000
TOTAL ESTIMATED COST OF ACCREDITATION PROGRAM FOR

YEARS 2012 TO 2016
US$
1,605,000
2.4 Facilitating Investment and Simplifying Tourism Business

Permits and Licenses
A key constraint to investment and business operations in the tourism
sectoras in many other areas of the economyhas been the perceived
risks of the Philippines in this area. In the tourism sector, the main risks
have been noted as:
lack of information about the strategic development plan for the sector
and the type and location of investment opportunities within this
framework;
inconsistent public sector supportflip-flopping, local public and
private sector partners do not deliver on what is promised;
14
long delays in securing the necessary clearances, permits and licenses

to construct and operate tourist facilities and services;
use of the Philippine legal system as a tool to frustrate investment; and
corruption in the tax, business permit and licensing areas.
While a number of these issues are already being addressed at a broader
level, in the tourism sector, the following key initiatives could be taken to
improve the situation in the tourism sector:
Identifying an annual private sector investment requirements in hotels,
resorts, etc. and publishing this;
widely publicizing the availability of investment incentives, loan and
venture capital financial support and undertaking investment
promotion drives to encourage take up of investment requirements;
and
working in tandem with the DILG to simplify LGU tourism business setup and business tax, accreditation, and licensing procedures.
Objectives
The primary objective of this program is to provide a more conducive
framework for generating the large investments that will be required (in
excess of PhP 90 billion between 2013 and 2016) to expand tourist
facilities and services at the rate required to meet targeted tourism
demand. The program will be implemented through one subprogram with
three projects;
15

1.1
Facilitating Investment and Simplifying Tourism Business

Permits and Licenses
Time Frame
The subprogram involves the implementation of two projects:
Develop an annual private sector investment prospectus

including available incentives, loan and venture capital
financial support, and undertaking investment promotion
drives to encourage take up of investment requirements; and
working in tandem with the DILG to simplify LGU tourism

business set-up and business tax, accreditation, and licensing
procedures.
Project 1: Publishing and Circulating an Annual Philippine

Tourism Investment Prospectus:
This will involve the following tasks:
o
Monitoring and documenting investment projects seeking

equity and debt financing, and undertake preliminary
evaluations of the projects to assess their likely feasibility.
Study and prepare lists of high-potential national and

international equity partners and funding prospects.
Prepare and print annually, 2,000 copies of a high-quality

professionally designed full color prospectus.
Launch the investment prospectus during the first of two

exclusive by-invitation only investment conferences to be
held annually
Monitor and evaluate results.
Project 2: Simplifying Tourism Business Set Up, Licensing

and Tax Procedures: This will involve the following tasks:
o
Identify good practices in this area in the Philippines and

documenting these.
Work with the DILG, to circulate the good practices to

LGUs with strong tourism potential but not compliant with
good practice.
Work with the DILG to develop and roll out, an Tourism

LGU award system that rewards those that adopt good
practice.
Annually from
2012
Starting second
half of 2011 to
prepare/
document
practices.
2012: Circulate to
target LGUs and
organize and hold
annual award
event through to
2016
Monitor and evaluate.

Lead Responsible
Strategic Partners
DOT/DILG
League of Mayors, League of Governors, and

Donors
All LGUs where tourism is a significant component.

Estimated Cost (PhP
000)
Project 1: 20,000
DOT budgets/Investment Conference fees
16
2.5 Safeguarding Natural & Cultural Heritage and Vulnerable

Groups
The almost doubling in the volume of tourism between 2011 and 2016 will
challenge not only the existing capacity to manage cultural and natural
heritage sites of importance to tourism, but also the capacity to limit the
adverse impact of tourism on the more vulnerable members of local
communities, such as indigenous groups, women, and children. A
subprogram to safeguard heritage sites and vulnerable groups by
managing effectively the conservation of cultural and natural heritage
sites, and the potential negative social impacts on vulnerable groups plays
a crucial role in working toward the overall objective of the strategy. To
safeguard the natural and cultural heritage sites, and leverage its unique
cultural qualities Philippine the stakeholders called for strategies involving:
The creation of well-planned destinations (or refurbishing existing ones)
that offers an elusive though nevertheless tangible Pinoy Touch and
that provides the full range of amenities and services demanded by
tourists;
Working closely with natural heritage management organizations to
improve coordination and cooperation and technical skills in the
management of tourism including training existing and future heritage
managers to manage natural heritage sites of importance more
effectively, especially in the tourism priority zones;
Increasing the number of key natural and cultural heritage sites that
are designated either as international (e.g. UNESCO, RAMSAR, IUCN,
etc.) or as national, provincial and local sites using appropriate
ordinances, as well as support for preparing site management and
visitor management plans based on carrying capacity studies for the
most important sites and placing them under an effective site
management structure at the national, provincial, city or municipal
level; and
Increasing the participation of local communities and the private sector
in the protection of the sites in return for developing the economic
opportunities that these generate.
The safeguarding of vulnerable groups needs a multipronged approach
and the stakeholders called for programs designed to raise awareness
and build partnerships among the stakeholders to ensure that
vulnerable groups were not exploited as a result of the more rapid
growth of tourism.
The program will be implemented in 4 subprograms as follows:
-
Supporting the Development of Uniquely Filipino Destinations

and Products.
Assisting Site Managers, Custodians & Owners in Conserving

Philippine Heritage.
Increasing the number of internationally protected heritage sites

in the Philippines.
Safeguarding Vulnerable Groups.

17
Objectives
The overall objective of this program is to increase awareness about the
need to protect and nurture heritage as part of the Philippine unique
product offering, and to ensure that the more vulnerable members of
society are protected from the adverse impacts of tourism
1.1
Developing Uniquely Filipino Destinations and Products

Time Frame
Marketing Filipino culture and lifestyle establishes the Philippines

apart from similar destinations in the region. Historic contact with
Spain and United States left lasting influences seen in contemporary
Filipino life religion, cuisine, fiestas, Latino lifestyle, English
language, etc. The evident Spanish and American overlays set
Filipinos apart from other Asians. This is the principal quality that
provides the competitive edge. The unique Filipino culture and
friendliness should be the experience to market.
Project 1.
Starting date:
2011
Implementation:
continuous
To distinguish the Philippines from other destinations with the same

generic attributes, all Philippine destinations and products must
transmit the distinctive Filipino identity, that special Pinoy Touch.
Whether the destination is generic beach, high-rise hotel, or
convention center, all aspects of the Pinoy Touch should always
stand out: in architecture and furnishing, clothing, music, cuisine,
friendliness, and in everything else. Filipinos in general do not
appreciate their unique identity and should be made aware of it
through media campaigns and training.
Objectives
Develop new, well-planned destinations (or refurbish existing ones)
with that elusive Pinoy Touch that that offer the full range of
amenities and services demanded by tourists. The destinations
should be where the local community participates in sustainable
heritage management and benefits from increased tourist activity.
Connectivity and access must be good, surrounding environment
sustainably maintained, and a cluster of sites must be nearby for day
visits.Awareness Program to make Filipinos aware of that Pinoy
Touch
Provide programs that encourage community participation in

sustaining their natural or cultural heritage with tourism as the
income generator.
Destination development
After making Filipinos aware of the Pinoy Touch, Key Sites all over
the Philippines will be renovated and upgraded to demonstrate how
to achieve the Filipino presence in destinations.
Project 1: Awareness Building

Media campaign to make Filipinos aware and proud of their
culture, to be proud of having the Pinoy Touch that nobody else
in Asia has got
Project 2: Capacity Building

Train LGU, community and other sustainable tourism stakeholders
for sustainable conservation of natural or cultural heritage, and to
inculcate the culture of tourism. Activity to be done per region.
Project 2.
Starting date:
2011
Implementation:
until 2014
18
1.1
Developing Uniquely Filipino Destinations and Products

Time Frame
Project 3: Preparation of Conservation and Management
Project 3A.
Starting Date:
2011
Implementation:
Until 2013
Plans
Prepare Conservation and Management Plans for Key Sites
upgrading.
Project 3A: Prepare Plans for 50% of Key Sites (20112013)
Project 3B: Prepare Plans for remaining 50% of Key Sites

(2013-2014)
Project 3B.
Starting Date:
2013
Implementation:
Until 2014
Project 4: Implement upgrading of 50% of Key Sites
Project 4.
Starting Date:
2012
Implementation:
Until 2015
Project 5: Implement upgrading of remaining 50% of Key
Project 5.
Starting Date:
2014
Implementation:
Until 2016
Sites
Lead Responsible
DOT, LGU, DENR, DTI, NCCA
Strategic Partners
TIEZA, Donors/Financiers, Private Sector

At a national level: Luzon, Central Philippines, and Southern Philippines, selected clusters
Estimated Cost (PhP)
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
no cost
4,000,000
70,400,000
845,309,000
845,309,000
1.2
Subprogram for Assisting Site Managers,

Owners in Conserving Philippine Heritage
Custodians,&
Time Frame
19
1.2

Heritage must be protected from humans in the same manner that

humans must be protected from heritage. Sustainable heritage
protection involves safeguarding the natural or cultural heritage from
either natural or man-made damage. Making heritage compatible
with tourism involves many procedures and some compromises that
bring disdain to heritage professionals, a misunderstanding that
should not exist. Forests or built structures that are too fragile to
accept human intrusion should be closed off. Wooden decks and
walkways built above the ground allow humans to enter sustainably a
forest. Despite being restricted to a defined walkway, visitors enjoy
the experience. Fragile items may no longer need to be kept under
glass in museums; instead they might be kept out of reach. In some
instances the original artifact, fragile and vulnerable, may be kept
safely in storage while a replica put on display.
Custodians,&
Project 1:
Starting date:
2012
Implementation:
up to 2016
Although there are rules and procedures on safeguarding heritage,

much safeguarding is done on a case-to-case basis but it is always
best to consult a heritage expert. In many instances a Management
Plan is a beneficial tool because it would specify the pertinent
safeguarding interventions.
It is time to initiate an experts dialogue between conservation and
tourism specialists to enlighten each other on issues that may
prevent the sustainable use of heritage for tourism. There is nothing
wrong with heritage generating income through tourism, provided
that it is done sustainably. What better way for a visitor to know his
host country if not through its heritage?
Assistance Program: DOT to fund consultants to advise on
safeguarding heritage used for tourism purposes, set up revolving
fund for safeguarding heritage from visitor damage. Consultants
could come from NCCA, National Museum, NCHP, ICOMOS, Escuela
Taller
Grant Program:
DOT to provide grants for conservation of
endangered heritage being used for tourism purposes.
Description of the subprogram: Since DOT advocates the sustainable
use of heritage for tourism, the program focuses on DOT participation
in sustainable tourism by funding worthy projects, DOTs way of
giving back to the heritage that sustains one of its major tourism
programs
Objectives
Increase World Heritage Properties, RAMSAR, IUCN Protected

Areas, MAB in the Philippines. Add one World Heritage Property
yearly from 2013-15. All three properties should be examples of
community-based sustainable maintenance practices that provide
an additional source of income to local residents.
Capacity Building: Introduce to Conservation Specialists and Site

Managers that tourism and conservation are not mutually
excusive, both conservation and tourism can work together to
manage and protect the site sustainably
Awareness Program to make Filipinos aware of the number of

internationally-recognized sites in the country and to introduce
them to national protection programs such as DENR-PAWB,
National Treasures, and Historic Shrines and Sites
The subprogram has 4 projects designed to assist Site

Managers, Custodians, and Owners in conserving the
heritage in their hands:
20
1.2

Custodians,&
Project 1: Conservation Workshops

Develop a series of materials-based training workshops in Manila
or provinces for certain aspects of natural and cultural heritage
conservation training. Workshops will be run by the appropriate
professional group or agency (DENR, WWF for nature, National
Museum, ICOMOS for culture). The workshop will be open to Site
Managers and Custodians of natural/cultural tourism sites who
need conservation and heritage protection knowledge.
Project 2: DOT assistance for heritage under threat

This program funds fees and travel cost for a professional to
travel to the site of endangered heritage. He will give necessary
advice and propose interventions to protect the heritage. Should
the grantee require funding for protecting the heritage, he may
apply for a grant through the DOT Heritage Fund.
Project 3: DOT Heritage Fund

Recipients of the DOT assistance for heritage under threat are
eligible to apply for a conservation grant from the DOT Heritage
Fund.
The experts written evaluation is required for the
consideration and evaluation by the DOT Heritage Fund. A cost
sharing or payback mechanism should be studied
Project 4: DOT Building Fund

DOT funds the conservation/rehab/re-use of natural or cultural
heritage specifically for tourism uses.
Lead Responsible
Project 2:
Starting date:
2012
Implementation:
up to 2016
Project 3:
Starting date:
2012
Implementation:
Up to 2016
Project 4:
Starting Date:
2012
Implementation:
Up to 2016
Strategic Partners
DOT, DENR, DPWH, NCCA, LGU,

ICOMOS,
ESCUELA
TALLER
(INTRAMUROS)
Private sector

At a national level
Estimated Cost (PhP
000)
Project
Project
Project
Project
1:
2:
3:
4:
750/year
2,400/yr
5,000/yr
10,000/year

DOT and Donors
21
1.3
Subprogram for increasing the number of internationally

protected heritage sites in the Philippines
If Philippine sites are good enough for global attention, then they
should be interesting to visit. International recognition, by UNESCO,
RAMSAR, IUCN, Man and the Biosphere, and other programs stamps a
seal of approval that Philippines can market Philippine destinations
acknowledged to be of global quality. Having globally recognized
sites are therefore a marketing opportunity that improves the
Philippine image in the eyes of would-be visitors. Therefore it is
beneficial to increase the number of globally recognized sites from
the Philippines between 2013-2015.
Preparation for nomination
requirements should begin now. Nominated sites should go beyond
the high qualities required by international organizations for inscribed
sites.
Nominated sites must possess that added dimension of
community participation in the sustainable maintenance of the site.
Time Frame
Project 1:
Starting date:
2011
Implementation:
continuous
Sites inscribed and protected by national registries are

unappreciated. The National Historical Commission (NHCP) handles
an extensive national registry of historical sites.
The National
Museum oversees the National Treasures that includes around 30
outstanding Spanish colonial churches. DENR-PAWB protects natural
sites Protected Landscapes and Seascapes, National Forests and
Parks, Wildlife Reserves, and Marine Sanctuaries. The tourism value
of these protected sites is largely unrecognized.
Internationally and nationally listed sites can be used to draw
attention as the Key Site at the center of a cluster of other sites. All
would benefit from the pull that an internationally listed site has on
the tourism market.
World Heritage Properties receive much global attention; DOT should
encourage and assist the UNESCO National Commission to nominate
3 more Philippine properties for inscription 2013-15. These should be
deserving sites with the added dimension of community participation
for site sustainability.
Objectives
Increase World Heritage Properties, RAMSAR, IUCN Protected

Areas, MAB in the Philippines.
Add one World Heritage
Property yearly from 2013-15. All three properties should be
examples of community-based sustainable maintenance
practices that provide an additional source of income to local
residents.
Capacity Building: Introduce to Conservation Specialists and

Site Managers that tourism and conservation are not mutually
excusive, both conservation and tourism can work together to
manage and protect the site sustainably
Awareness Program to make Filipinos aware of the number of

internationally-recognized sites in the country and to
introduce them to national protection programs such as
DENR-PAWB, National Treasures, and Historic Shrines and
Sites
Four projects are required to increase number of internationally

protected natural and cultural heritage sites in the Philippines:
Project 1: Awareness Program

Disseminate information through all forms of media on
internationally and nationally protected natural and cultural sites
in the Philippines
22
1.3
Subprogram for increasing the number of internationally

protected heritage sites in the Philippines
Time Frame
Project 2: Increase number of Internationally Protected Sites

DOT to liaise with local representatives of UNESCO/World
Heritage, UNESCO/MAB, IUCN, RAMSAR, Man and the Biosphere,
and other agencies to increase number of inscribed sites.
Identification of candidate sites and preparation of nomination
requirements should start as soon as possible. DOT should be
prepared to fund nomination expenses.
Project 3: Nominate 3 properties for UNESCO World

Heritage Inscription between 2013-15.
Actions required: If proposed properties are not on the Philippine

Tentative List, DOT should fund a 3-day workshop to revise the
Tentative List to include proposed properties.
Nomination
requirements include GIS Mapping, preparation of legal
framework and protective legislation, preparation of Management
Plan, conduct consultation with LGU and all stakeholders, writing
of Nomination Dossier. DOT should fund cost of approximately
PhP3.5M per property
Project 4: Nominate 3 properties for inscription in IUCN,

RAMSAR, MAB, WWF or other programs
Actions required: Same actions as in Project 2 without the

Tentative List requirement. Cost should be the same.
Lead Responsible
Project 2:
Starting date:
2011
Implementation: 1
year
Project 3:
Starting date:
2011
Implementation:
Continuous until
2015
Project 4:
Starting date:
2012
Implementation:
Continuous until
2015
Strategic Partners
DOT, DENR, NCCA, ICOMOS, UNESCO

Philippines for World Heritage an MAB,
IUCN, RAMSAR
Private sector

At a national level
Estimated Cost (USD)
no cost
no cost
P11,000,000
P10,500,000
Project
Project
Project
Project
1:
2:
3:
4:
1.4
Subprogram for Safeguarding Vulnerable Groups
World Heritage Preparatory Assistance Fund

Preparatory Assistance Funds from RAMSAR, MAB, or
other agencies
Time Frame
This subprogram will work in the three key areas: (i) trafficking and
tourism, (ii) commercial sex work targeting sexual exploitation of
children in tourism, and (iii) transmission of AIDS through tourism.
The subprogram will involve multi-level interventions designed to
obtain support, raise awareness, and partner with the industry and
NGOs concerned with protecting vulnerable groups. The subprogram
will be implemented through two projects:
advocating change at the highest levels of Governance and in

the industry to generate support;
Partnering with the industry, concerned government agencies,
NGOs such as ECPAT that are concerned with stemming the
exploitation of vulnerable groups, as well as with tourists; and
Raising awareness and developing mechanisms at the
23
1.4
community levelespecially with womenwhere the impact is

most immediately felt.
Project 1: Advocating Change at the highest levels of
Governance and in the industry to generate support. This will
involve the following tasks:
o Prepare a detailed assessment of the risks faced by the
target groups and setting out recommendations for
managing these risks.
o Discuss the results within the tourism family and agree on
a course of action to present the results and
recommendations to leaders in government and the
Congress.
o Present
the
results
of
the
risk
analysis
and
recommendations to national, provincial and local
government leaders and elected representatives to create
awareness and obtain financial support for further
awareness raising campaigns.
o Obtain funding support commitments for the other
projects.
Subprogram for Safeguarding Vulnerable Groups
Project 2: Working with partners to raise local community

awareness and developing mechanisms to prevent the
exploitation of vulnerable groups by tourism. This will involve the
following tasks:
Create an alliance of stakeholders comprising the tourism

industry associations (i.e. tour operators, hotels, small
business, and airlines) key national government agencies
and NGOs to provide resources, ideas and advocacy to
leaders.
Undertake baseline awareness surveys among the target

groups to establish level of awareness and risk
vulnerabilities.
Prepare and implement an ongoing local community-based

awareness campaign targeting communities that are most
at risk.
Undertake focus group discussions with community

leaders and target groups to identify strategies and
mechanisms that can be deployed to minimize
exploitation.
Implement the strategies and mechanisms to minimize the

exploitation of vulnerable groups including strengthening
of the TOPCOP program and developing the Tourism Tanod
Program.
Project 1:
Completion by
2012
Project 2:
Starting date:
2012
With ongoing
implementation to
2016
Monitor and evaluate.

Lead Responsible
Strategic Partners
DOT
Private Sector, DSW, DILG, League of Governors

and Mayors, NGOs and Donors
All tourism development areas

Estimated Cost (PhP
000)
Project 1: 500.0
Project 2: 50,000
DOT, DSW, DILG, Donors/NGOs and private sector

partners
24
2.6 PPP-based marketing strategy and action plan

National Tourism Marketing Macro
Description
The marketing development macro program structures actions to optimize
the different promotion and communication efforts towards the local and
international markets.
Actions area divided into three programs:
1. Strategic Marketing
2. International Marketing Network
3. Operational Marketing
The strategic marketing starts with the strategic plan and an intelligence
system, as the two main tools to define strategies and country guidelines
for marketing. Then it provides the framework to make products
marketable, according to the overall philosophy established in the
Strategic Marketing and Promotions Plan.
The international marketing office network organizes the contact points to
reach the market at the source markets in order to obtain the maximum
possible knowledge of the potential of all markets.
The third program is focused to make the marketing strategies
operational. It includes commercialization, communication, promotional
and PR activities. Furthermore, it has a specific sub-program to follow up
all trends and opportunities for marketing by means of new technologies.
It is important to mention that DOT shall set and define the strategic
marketing framework that will be followed by the operational one. These
activities include source markets and segment treatments; decisions on
specific tools or tasks to be done under promotion (such as trade fairs
participation, road shows, etc), while TPB will be the organism to lead the
implementation of the actions to be carried out.
Furthermore, it is important to keep the long term vision for marketing
development, which is:
1. Renew operational marketing every year and strategic marketing
plan every 5 years
2. Keep product development approach
Objectives
Position the Philippines as a World Class Quality tourism destination
Increase tourism arrivals, overnights, direct revenue and average

length of stay from the international and national tourism market
Raise the general awareness on the tourism products
Enhance the overall visitor experience travelling to the Philippines
Strategic Marketing Program

This program intends to provide a competitiveness framework when
promoting the Philippines tourism products versus the competitors
destinations. This is also the framework for product development matching
with arrivals, in a demand oriented basis.
25
Besides the operational marketing planning, it is important to state the

necessity to keep the strategic marketing in mind during the following 5
years. Without the strategic marketing framework there is a strong risk of
losing opportunities or misunderstanding what to offer and promote to
which markets. This strategic marketing program has to provide answers
and guidelines to avoid those risks along time.
The program is composed by the following sub-programs:
Philippiness Tourism Branding: the vision in 2016 for the country

as a tourism destination will lead to set up the Philippines as a brand
towards positioning the country at the targeted source markets tourist
mind.
Tourism Product Clubs Development Framework: as a strategic

tool to develop quality and commercial products.
Marketing Intelligence Management: market intelligence is a key

tool to optimize decisions and to align investments for tourism
development in the country, either done by a Tourism Observatory or
not.
Sub-program for the Philippines Tourism Positioning

Management
The tourism destination of the Philippines will require the creation of a brand
identity and image to be established and communicated. It will help the
Philippines to be positioned in the minds of the customer and hence create a
differentiation criterion according to the vision 2016, as the must-experience
destination in Asia. This will provide a mean for a successful differentiation
from its competitors. The brand finds its way to the potential or current
costumers minds and is directly associated with specific images, sounds,
adjectives, etc.
Time
Frame
Project
1.
Starting
date:
2012
Frequen
cy: 3
years
Project 1: Creation of a Country Brand. This project is composed at

least of the following tasks:
Philippines Tourism Brand: to create a successful umbrella brand identity
by integrating the Philippines brand mission, 2016 vision,
philosophy, brand identity/essence statement. This brand has to
communicate the different values, elements, key factors (functional,
emotional and social components), and express the expected
symbols for the market. It has to be translated into a design and logo
of the brand. This brand will require all the guidelines for and
auditing, in order to be loyal to the brands philosophy.
Declinations: define declination brands matching the Philippines tourism
products portfolio always in tune with the 2016 vision, which shall be
the essence and inspiration of all 9 declination brands. Moreover, the
possibility of adapting the referred brands per tourism product to
each targeted source market should be undertaken for getting the
benefits from the umbrella brand but at the same time
differentiating the Philippines tourism products and destinations in
the country. Each tourism product will then have an own brand and
26
own marketing activities to be developed and scheduled.
Project 2: Brand management and brand manual. Different

measures have to be settled in order to manage and monitor the brands:
Create a brand manual which describes specifically all use of the logos
and brand images and how to decline the design according to the
product and the use of the brand image (Power Point, print
advertisement, etc). Each brand, both the national brand as the
product brands will have a brand manual.
Develop the brand awareness. Stakeholders brand education and
communication will enhance the stakeholders level of awareness
and understanding of the rationale behind the brands identity and
strategy.
Project
2.
Starting
date:
2012
Frequen
cy:
Continuo
us
Regular assessment of Tourism Brand, at least every three years, in

order to monitor any change in brands positioning or
competitiveness perception of the whole destination and products.
Monitor the brands use by different tourism stakeholders in their
promotion tools such as advertising, public relations, direct
marketing, etc. Monitor the effectiveness and the performance of the
destinations brand campaign, the level of brand awareness, etc.
Implement changes and improvements according to the results of
the monitoring process
Lead Responsible
Strategic Partners
DOT
Branding
agency/
company
Tourism
private
stakeholders
Destinations for
Nationwide
Potential Financing
Sources
Project 1: 410.000
[70.000 USD country brand development. 135.00 USD for the 9
tourism product brands (18.00 USD per brand)]
Joint
venture
private/public sector
Public budget
Project 2: 350.000
(50.000 USD every year; 100.000 USD assessment every 5
years)
Sub-program for Tourism Product Clubs Development

Framework
This project develops product clusters of public and private tourism service
providers sharing the customer target (Lifecycle segmentation), the same
product market (nature based tourism, culture tourism, sun & beach
tourism, etc); the same type or the same category. The aims of the clubs
are to structure the touristic offer and to help increase quality, in such a
manner to provide easy marketable products and answer the expectation of
the source market customers. The quality is reached by a set of
membership standards that have to be accomplished, if any company or
destination wants to be part of the club. The projects involved within this
sub-program are, at least, the following:
Project 1. Product club development manual Management

guidance. This guide book should be developed by the public and
private organizations taking part to the clubs in order to match the
expectation of each side. It should be available in hard and soft copy.
The manual has to be developed once according to the Filipino
characteristics. Then every new club can develop their own Club
manual, following all the guidelines from this book. Clubs should have a
guide of the operational and legal procedures and practical information.
Each procedure will define how to achieve the tasks of the clubs such
Time
Frame
Project 1.
Starting
date:
2012
Frequency
: just
once with
possible
updates
along time
27
as:
Market study and identification of market opportunities
Process of club creation: key values and concepts for the club,
business model, benefits and value added for members and
clients, etc.
Management and operation procedures
Evaluation and follow up of the club results
Project 2. Tourism product club development. The proposed

following process is adapted to obtain dynamic and attractive clubs to
customers and companies. This project aims to create marketable and
successful product clubs following the process below:
Coordination of the initiative by the product managers of DOT
Use of market studies to define adapted clubs to the Filipino industry at
present
Identification of club concepts matching the umbrella country 2016
vision that has a specific market needs
Identification of company prerequisites to join a club The club must
welcome tourism companies and organizations with a minimum of
quality requirements
Project 2.
Starting
date:
2012
Frequency:
continuou
s
Identification of the activities and benefits for the club members - The
tourism industry and each club member will benefit from clubs by
the creation of network between tourism providers and increase of
information flow exchange between tourism professionals. This
tourism platform will facilitate product creation and the targeted
commercialization.
Selection of the different promotion channels for the club (brochure,
road show, website, etc)
Management of the schemes and definition of roles
Identification of the type of business to be represented and integrated
to the clubs matching the prerequisites to be fulfilled
Lead Responsible
Strategic Partners
DOT Product development managers
Private
tourism
companies/Associations
Destinations
Destinations for
Nationwide
Project 1: 270.000 (90.000 USD per year)
Project 2: 500.000 (100.000 USD per year)
Potential Financing
Sources
Membership fee
clubs
Private/Public
incentives
from
Sub-program for Marketing Intelligence Management

This project structures the undertaken market researches,
gathers and analyses the data, prepares a bulletin and finally
transforms the information into a decision-making process.
Project 1: Strategic Marketing Plan. A Strategic Marketing Plan

focusing on marketing each tourism product has to be done to provide
overall guidelines for marketing activities. This Plan has to be assessed
and updated every 5 years, in order to keep the pace of market trends
and tourism products, as well as other competitors news. The Plan
must have:
The strategic vision
Time
Frame
Project 1.
Starting
date:
2012
Frequency
:
Every fifth
28
year a
new plan
has to be
assessed
and
updated
Tourism positioning
Market and segment strategies
Tourism product strategies
Competitors monitoring
Promotion and commercial strategies
Periodic monitoring and assessment system
Project 2: Marketing intelligence system MIS. MIS is the main

tool to provide valuable information regarding the source markets. DOT
should define the short and long term requirements of data and
information for its strategic decisions. Also, it has to consider all
possible needs of the tourism sector in the Philippines, in order to
create a database of profit for the whole sector. This MIS has to
measure key indicators performance, which will be defined by the
responsible authority and the stakeholders, according to the specific
strategic and operational needs. MIS is a key tool for tourism
management, either for public administration or private decisions.
Without information neither successful decision nor competitive plans
can be made. Also, one of the key functions of the MIS will be to share
information, since it is the main purpose of its creation. Even though
good analysis and data is gathered, if it is not shared it has no value for
tourism development. At least the following tasks should be done within
this project:
Project 2.
Starting
date:
2013
Frequency
:
Continuou
s
Assess the model to follow for the Marketing Intelligence System:

define if there will be a simple unit within DOT that will be in
charge or if there will be a whole department or institution to hold
this MIS. It will be a complete database with strong frameworks
and supporting the whole sector, or if it will be an autonomous
institute providing services and doing research under business
models (i.e. tourism observatory). The scope and structure of the
MIS has to be defined, as its roles and processes, ways of self
funding or financial solutions, etc. For that, an assessment of
model options must be done.
Business plan for MIS: once the MIS working framework and model is
done, it is important to specify the scope and the kind of activities
it has to do. An overall feasibility assessment has to be done,
either if the MIS will be fully financed by government or if it will
function with self financing methods (partnerships, sale of reports,
sponsorship, etc.).
Implementing, monitoring & reporting: to implement the MIS, a set of
data and framework has to be defined. The framework will be a
supporting tool to host the database and to manage information.
Then, in order to create and get the data, there will be studies,
reports and research to do, which will have specific budgets for
purchase, hire or draw-up. Then, a set of basic indicators has to be
settled, which will serve as monitoring indicators for the whole
PNTDP and other key plans for the country. This task has to be
updated in terms of indicators and new insertions, according to the
needs of knowledge and refinements along time. It also must:
Verify the relevance of reports produced by the market
intelligence system.
Transmit the results of the reports to the relevant public and
private tourism organizations in order to monitor competitors,
performances or markets, country image, tourism products
image, monitor sector performance, visitor impacts, visitor
feedback, etc.
Improve the market intelligence system to provide the tourism
industry with the needed data for development and decision
making
Lead Responsible
DOT
Strategic
Partners
All
private
stakeholders/associations
29
Hospitalitys associations
National Statistics
Philippines
Office,
Destinations for
Nationwide
Potential
Financing
Sources

Project 1: 250.000
Joint
private/public
Project 2: 650.000
(Definition model and business
Implementing yearly: 150.000 USD.)
plan:
200.000
USD.
venture
Multilateral donors
Program for Tourism Marketing Network

The sub-program for international tourism marketing offices will
strengthen the current network of international tourism marketing offices
of the Philippines, by adapting it according to the main market priorities
arisen from the strategic marketing plan of the NTDP.
Sub-program for International Network Offices

This subprogram will adapt the current international tourism
representation offices network to the main market priorities arisen
from the NTDP. It will market and promote Philippines as a
destination at the market origin, inform the customers and
intermediaries on their travel possibilities and the tourism offer in
the Philippines. Moreover, each office will specifically adapt the
offer to the source market according to the preferences and trends
of the relevant source market.
Project 1: Definition of international marketing network

map.
Time Frame
Project 1:
Starting date:
2012
Frequency :
Continuous every
year
Definition of office/representation model: according to market

priorities and budget. The international network offices
model to implement will be based on the current model.
The international offices shall be DOTs representative
offices in the source markets, some of which do already
exist. However, an assessment of the current network
shall be done according to priorities arisen at the NTDP.
All top-priority source markets (countries or regions) arisen
from NTDP shall have an office: identification of priority
markets and specific locations (cities), where to settle the
defined marketing office. A complete representative
network should be settled on other relevant markets.
Assessment and revision of network map every 5 years, in
order to optimize efforts and resources, redefine the
priorities and office models, according to trends, markets
changes and competitiveness situation.
Project 2: Business and Management plan for each

office.
Elaboration of internal structure according to specific market
features, roles and functions: e.g. Marketing Department,
Membership and Product Development Department, Public
Relations and Press Department, Accounting and
Project 2:
Starting date:
2013
Frequency:
The plan should be
revised every 3 to 5
years
30
Sub-program for International Network Offices

Information Department
Business models assessments: self-financing models; sources;
opportunities.
Identification of possible locations and workspaces related
with national identities.
Development of operational manuals, with procedures,
management, reporting and monitoring guidelines.
Definition of tasks that each office will undertake (B2B and
B2C). E.g. political lobbying, distribution of tourism
information, source market profile and statistics on current
and potential tourists to the Philippines matched with the
tourism products portfolio, linking the foreign tourism
industry with the Philippiness tourism industry and DOT
and fostering partnerships and travel arrangements,
marketing campaigns, etc.
Project 3:
Starting date:
2013
Frequency:
Continuous
Project 3: Office network management.

Bid and contracting of office organization (staff, company,
etc.).
Elaboration of annual goals, operations, budget, marketing
plan based on the tourism products portfolio and
experiences as well as a financing annual plan by source
market
Training of new employees: Training on the tourism products
offered at the destinations; Training of required capacities,
e.g. foreign language skills, marketing, PR and operational
skills, usage of hew technologies for the of e-marketing
tools, political lobbying.
Meeting and reporting annual agenda, to revise results and
set the followings goals
Monitoring of the effectiveness of marketing actions (annual
cost-effectiveness calculation)
Lead Responsible
Strategic Partners
DOT and TPB
Private tourism stakeholders;

Ministry of Foreign Affaires
Philippine Tourism Authority
Destinations for
NA
Project 1: 150.000 USD
Project 2: 300.000
(100.000 USD per office, based on 15
offices)
Project 3: 10.800.000
(180.000 USD per office per year,
based on 15 offices: 2.700.000 USD
per year)

Governmental funding
Public and private partnerships
Sub program for Fostering Domestic Tourism

As the Marketing and Promotion Strategy already stated, domestic
tourism is as important as international tourism for the development
and growth of the industry.
Project 1: Tourism awareness campaigns definition.
Time Frame
Project 1:
Starting date:
2013
31
Sub program for Fostering Domestic Tourism

Definition of different campaigns per year: identification of
awareness needs and segments to target; definition of goals
and strategies; definition of messages per target and
communication tools for each one; definition of seasons and
days for domestic tourism campaigns.
Define the strategic partners per campaigns, such as publicprivate partnership with local tourism companies
Frequency:
Continuous
(Should be
revised every 5
years)
Define implementation schedule of each campaign

Define the financial schemes and alternatives for funding.
Definition of the campaigns, such as:
Filipino first: this project designs the specific campaigns to
encourage domestic travels within the country, intending
to transmit the importance for the Filipinos to be the first
ones to know and feel their country, so that they can
take care of it appropriately for other kind of tourism
markets coming during the next years.
Tourism for good. This project designs a national tourism
awareness
program
to
raise
the
nationwide
understanding for tourists and tourism and the resulting
economic, social and environmental benefits.
Tourism awareness in schools. This project could promote the
national importance of tourism among young people and
highlight the career opportunities in tourism
Monitoring system for campaigns:
Implementation of periodical assessment of projects and
tasks
Development of assessment tools and mean.
Improvement of the methods and campaigns
Lead Stakeholders
Strategic Partners
DOT and TPB
Airlines and transportation companies

Hospitalitys Associations
Hotels, hostels and touristic apartments
Tourism
professionals
rendering
services
regarding the tourism products and segments
identified
NGOs
Universities
Destinations for
At a national level
Project 1: 2.177.108
(300.000 per campaign media &
country brand management, each
year
a
relevant
increase
is
considered)

DOT
32
Program for Operational Marketing

The operational marketing program aims to become the roadmap for the
Philippines in order to optimize efforts in the main marketing areas
promotion, communication, commercialization, among others. Moreover
these actions have been planned and oriented towards international
markets according to the countries and prioritizations that were targeted
in the previous stage in the marketing and promotion Strategy.
In this sense, this program shall define which activities need to be carried
out so that the goals set up in the strategy are achieved. Therefore, by
developing these activities this program shall be able to implement
segmentation, positioning and commercial strategies already defined in
the previous stage regarding the Marketing and Promotion strategy.
Objectives
The goals of this action plan have been designed to match the marketing
strategy ones; an increase in number of arrivals in the Philippines, the
average length stay and the average expenditure per journey. In this
sense, it is considered that these main goals will be achieved when the
following objectives are accomplished:
Promotion and communication based on Product development by

means of which the Filipino experience shall be recognized and easily
identified
A market positioning based on both products and destinations
Expansion to new markets and consolidation in those already

considered stable in regard with the different experiences especially
targeted for each market
Customized promotion based on a market segmentation

Sub program for Commercialization
Time Frame
Commercialization consists in approaching the product into the market

so that the targeted markets, but specially those considered a priority
at each moment get to know the product. In this sense, what we are to
present in this sub-program are the techniques and tools in order to
contact and attract the source markets towards the Philippines. Even if
many techniques have been developed in this area, many remain also
remain classic
Project 1: Direct Marketing. It is a classic technique based on a
direct contact with the considered potential consumers. As the
prioritization of the markets has already been made, certain
stakeholders (airlines, tour operators, travel agencies, etc.) shall be
reached directly by the TPB through e-mail or telephone in order to
present them the Philippines. We have to consider what special
interest segments and products have been selected for each country
and match them in the correct timeline with the actions to be carried
out.
In order to approach the ideal stakeholders the DOT should consider the
Project 1:
Starting date:
2013
Frequency:
continuous
33

following:
Preparing data bases of the main stakeholders of each targeted

market
Contact the referred stakeholders through e-mail or telephone
to schedule a meeting
Present them the Filipino experience (the identified products
and special interest segments for each targeted country)
Develop a customer relationship by keeping both interested and
potential customers informed of the campaigns, events,
presentations, etc. organized by the TPB, or DOT if such is the
case, in order to make people get to know the Philippines
Project 2: Product Lounges. Product lounges are a quite new

technique that has started to become more popular these days in the
tourism industry. It is based on the idea of a fashion show in the sense
of a product presentation. These events aim to present what products
the Philippines has to offer based on market attractiveness. They
usually are organized during travel or tourism trade shows where all
stakeholders are together. The Product Lounges can be organized either
at the venue were the trade fair is being carried out or elsewhere.
Preparing attractive publications that will describe the products

Philippines wants to enhance.
For example, a nice cloth bag which includes brochures,
DVDs, etc. can be a great tool if we manage that people
move around the fair and the city with the bag which
says Philippines and even better the get to re-use it
Target and contact the stakeholders that we consider of prior
interest
When they get contacted they should be informed that
the Philippines is attending the trade show, where is the
stand placed, invite them to meet up and attend the
product lounge
Selecting the correct venue and time (normally during the
afternoon, around 5pm, when the fair has nearly finished but
people are still available for socializing)
Select a show or organize activities related to the values and
experiences that Philippines wants to enhance
Products shall be presented when the targeted stakeholders are
short distance markets because closer markets usually have
a larger knowledge about the country. Moreover, products shall
be presented not only during travel trade shows, but also
during meetings or events regarding their segment.
Project 3: Product Lounge Experiences or Special interest

segments. Considering Product Lounges as a convenient technique
to present the attractiveness of the Philippines, this version
Experiences or Special interest segments aims to enhance
determined values which the Philippines not only has, but also which
makes a difference. These values have been identified and selected for
each of the prioritized source markets so that the concept and message
to be sent to these markets is clear.
Preparing not only publications but also creative materials that

will describe the special interest segments the Philippines. We
should bear in mind that not all creative materials apply for all
the source markets.
Target and contact the stakeholders that we consider of prior
interest
Selecting the correct venue and time
Select a show or organize activities related to the specific
Project 2:
Starting date:
2013
Frequency:
biannual
Project 3:
Starting date:
2012
Frequency:
yearly
34
segments of products that the Philippines want to enhance (i.e.

divers, honey mooners, golf, etc.)
Special interest segments shall be presented not only during
travel trade shows, but also during meetings or events
regarding the segment.
This technique is more convenient to be developed for
countries considered long distance or in specific scenarios
where the referred special interest segments have a special
importance
Project 4:
Starting date:
2012
Frequency:
yearly
Project 4: Road Shows. Road Shows are also a quite new technique
to be developed in the source markets. They are based on the idea of a
road trip around the targeted country; therefore they are usually carried
out by bus or van. The goal of the road show is to bring closer the
destination, the Philippines, to the source markets and to make it as
visible as possible.
Research and selection of what will be the route of the road

show
Preparation of the publications (brochures, etc.) that shall be
needed, depending on what products or segments we want to
enhance in that country. (Subject to Marketing and Promotion
strategy definition)
Defining the concept of the road show and selecting the
decoration of the vehicle which will be the image representing
the Philippines all through the source market
Targeting and contacting stakeholders from that market and try
to schedule a meeting with them
Organize at least an event in each city where the stakeholders
can be invited, especially in case we have not been able to
meet them. Stakeholders also include opinion leaders, press
and media in general which are very important in terms of
publicity (to be developed in the PR sub-program)
Project 5:
Starting date:
2012
Frequency:
Continuous
Project 5: Commercial Partnerships. The aim of this project is to

establish partnerships with other companies, especially those related to
the tourism sector, so that products can be more attractive and easily
presented to tourists, through alliances with stakeholders. Moreover,
these partnerships are really important for the organization of
promotion activities which will be detailed in the relevant sub program.
(i.e. A commercial partnership with an airline. For example in Spain,
Spanish Tourism Board (STB) has an agreement with Iberia, a partially
Spanish owned airline. The partnership entitles the STB to fleet
stakeholders from around the world for free up to a limit revised every
year, 1 million euro in 2010. In exchange, Iberia will appear in
Turespaas advertising campaigns valued in an equivalent amount.
Similar collaborations are carried out with hotels and other means of
transport, for example.)
Identifying the industry or the company profile which we are

interested in establishing a partnership (airlines, tour-operators,
press, guide publishers, etc.)
Setting the advantages and disadvantages of the partnership in
each case. The main idea is to make clear that the alliance is
positive for all the actors participating in the alliance.
Contacting the targeted companies, presenting the annual
action plan and the specific actions that will be carried out if the
partnership would be concluded. Moreover, the advantages of
the referred alliance shall be clear for the company.
Organization of meetings and conclusion of the agreements.
35

Lead Stakeholders
Project
Project
Project
Project
Project
Strategic Partners
1: DOT and TPB

2: TPB
3: TPB
4: DOT and TPB
5:TPB
Project 1: Airlines flying to and from the

Philippines, hospitality sector and companies
carrying out tourism services
Project 2: DOT and private sector in general
Project 3: DOT and private sector in general
Project 4: At source markets: tour operators,
potential buyers of the Philippines, buyers of
targeted products for that source market and
opinion leaders
Project 5: Private sector: airlines, hotels,
transportation
services,
tourism
activities
developed in regard with the defined product
segmentation
Destinations for
At a national level
Project 1: 800.000
Project 2: 3.300.000
Project 3: 4.204.499
Project 4: 2.995.000
Project 5: No cost
products or services)

Airlines, hotels, transportation services
Professional Associations
(exchange
of
Sub program for Promotion

Time Frame
Promotion are those activities which based on communication

techniques aim to send a clear message to the current and potential
client regarding expected experiences, products, values, etc. with the
intention to increase sales. The goal of promotion is to make people
buy a product by means of communication tools, in this case make
people travel to the Philippines.
Project 1: Travel Trade Shows. Participating in travel trade shows is
obviously the main promotional activity. The fact that at a trade show
enables both buyers and sellers to meet up is the perfect situation to
present Philippines to the buyers from the targeted markets.
Identifying which travel trade fairs to attend each year,

according of course the prioritization of the markets and
products
Identifying also which specific travel trade shows do we want to
attend (MICE trade shows, for example)
Preparing the materials, not only the publications but also the
stand and other elements which are needed in order to
participate in a trade fair
Before attending the show, contact the identified stakeholders
in order to organize meetings at the show
Enlarging the database with potential buyers before the show
so that we can arrange a meeting at the fair or visit them at
their stand
Select, design and carry out commercialization activities
After the fair, organize the contacts and include them in the
database for future actions
Project 2: Workshops. Workshops are activities directed to

professionals of the tourism sector (of several markets) so that they get
to know what products and experiences the Philippines has to offer. The
Project 1:
Starting date:
2012
Frequency:
continuous
Project 2:
Starting date:
2013
Frequency:
36

workshops are carried out in the destination, so for example, during
one week; buyers of selected tourism products will travel to the
Philippines and participate in several working sessions. The goal of
these sessions is to make professionals Buy the Philippines.
Selecting the products that we want to enhance according to its

prioritization set in the marketing strategy
Contacting the national professionals of the sector so that the
workshop receives enough support to be a success. At this
moment commercial partnerships are a very valuable alliance
(for example, airlines will not charge the tickets of the
professionals invited to the workshops)
Depending on the tourism product selected, organize the
workshop and prepare the relevant publications that shall be
needed
Inviting the targeted professionals from the different markets
considered a priority at that moment for the Philippines
Keep in contact with the attendees in order to know their grade
of satisfaction after the workshop
Project 3: Workshops in the source market. It is another kind of

workshop which has recently become more popular due to its lower
cost, among other advantages. In this case, people from the
Philippines, probably from the TPB, shall be visiting certain targeted
countries, according to the prioritization of the markets. These sessions
are organized with buyers and professionals, in general, of the source
market interested in having more information about tourism products
developed by the Philippines. The working sessions will be organized
based on the tourism products, so that buyers interested can work and
develop the referred products. They are usually organized in one or
maximum two cities of the source market.
Selecting the products that we want to enhance in the relevant

source market according to its prioritization set in the
marketing strategy
Preparing the relevant publications and other materials based
on the products that shall be fostered and described during the
workshop
Contacting the national professionals of the source market
which shall be visited, depending on the prioritization of the
target markets, in order to see their potential interest in
participating in the workshop
Organizing the trip with adequate marketing and PR
professionals from the TPB and/ or DOT if necessary
Prepare and organize the sessions and activities to be held with
the professionals invited making them the more interesting and
creative
Keep in contact with the attendees in order to know their grade
of satisfaction after the workshop
Yearly
Project 3:
Starting date:
2013
Frequency:
Biannual
Project 4:
Starting date:
2012
Frequency:
Annual
Project 4: Fam trips. The fam - trips are familiarization trips

attended by professionals who will have to sell the destination to final
consumers. The purpose of organizing these trips is that the referred
professionals get to know the destination and become familiar so that
in conclusion they sell the product and destination.
Select the product that will be fostered during the fam-trip

according to the product strategy
Select the destination where the fam-trip will be held in

connection with the selected products
Target the professionals who would be interested in buying
37

these kind of products so that they can sell them to final
consumers
Organize and schedule the fam-trip with the national

professionals who are linked to the product to be promoted
Contact and invite the targeted international buyers to the famtrips
Prepare de relevant publications (books, brochures, other

products related to the tourism product which is being sold,
etc.)
Lead Stakeholders
Project
Project
Project
Project
1:
2:
3:
4:
Strategic Partners
DOT and TPB

TPB
TPB
TPB
Project 1 to 4: Private sector (airlines, hospitality

sector, transportations services, activities and
services regarding the defined products to foster
the Philippines)
Destinations for
At a national level
Project
Project
Project
Project
1:
2:
3:
4:
8.606.084 (40.000 per fair)

7.250.000
265.000
19.412.960

Airlines, hotels, transportation services
Professional Associations
Sub program for Communication

Time Frame
Communication is an essential element of the marketing action plan

because it is the tool that sends the message, generates expectations
and creates an image of the country in the tourists mind. Therefore, we
propose the following projects to be carried out at different levels in
order to achieve a wider impact on tourists.
Project 1: Country Image & Branding Development. Developing
an image of the Philippines which matches the Vision Statement 2016
established in the Commercial part of the Marketing and Promotion
Strategy. Becoming the must-experience destination in Asia has to
be the message that summarizes all the communication campaigns
that advertise and promote products or experiences to be enjoyed in
the Philippines. This message shall be the conductor of the whole
communication sub program in order to have a global communications
strategy and action plan.
Select a communication agency that understands the vision

statement, the tourism products selected to promote visitors to
the Philippines, as well as the experiences denominated special
interest segment
Carry out different campaigns for each lifecycle segment
identified in the strategic document: students, generation X
(sinks and dinks), family and baby boomers
Organize a national event to present the country image
campaign among the professionals of the tourism sector
Organize an event at each of the overseas destinations where
the DOT has a representation office in order to present the new
country image campaign to all the professionals from the
tourism sector
Target the professionals who should specially attend
the event. The referred professionals should be
Project 1:
Starting date:
2012
Frequency:
Continuous
(2 3 years per
campaign)
38

selected among those who work for targeted markets
as well as those who work with specific products, such
as the ones that have been selected as products to be
developed by the Philippines
Project 2: Publications (guides, brochures, newsletters). Create
a whole range of publications for each category of products which
include the vision statement 2016 and the new country image.
Moreover, the referred publications shall be designed for the different
continental regions as well as for the different segments, in some cases
(subject to the confirmation by the communication agency that will
prepare the documents). The referred documents would ideally be
both: printed and electronic.
Project 2:
Starting date:
2013
Frequency:
Continuous
The printed documents shall be the following:

Guide of each Product category which describes in detail the
available destinations and services for each product
Brochures for each Product category which highlight the
attractiveness of the Philippines regarding the relevant product
and experience, if such is the case
Newsletter to be published and mailed to all of the identified
stakeholders
The digital documents shall be included in the DOTs website and will
be the following:
Digital version of the abovementioned documents: guide,
brochure and newsletter
Create a 2.0 site at the DOTs website which enables tourists
who have visited the Philippines to explain their holidays. The
2.0 site will be divided by Product categories (to be developed
in the sub-program On-line Marketing)
This publications will be adapted or not to the different publics
depending on the assessment of the communications agency. Apart
from the lifecycle segmentation, a possible segmentation would be:
final consumers and professionals.
Selection of a communication and publishing agency

In collaboration with the agency, definition of the concepts and
that shall be enhanced in each category of products
Preparing and publishing the documents
Project 3:
Starting date:
2012
Frequency:
Continuous (3
years per
publications)
Project 3: Advertising (to final consumers). Organizing an

advertising campaign for mass media that will promote Philippines to
final consumers from the targeted source markets.
Select an advertising agency who designs the final consumer

campaign. The referred agency should be a local agency of the
source market in collaboration with the agency in Philippines
with the creation of the country image campaign
Analyze and select the general consumers media of the
targeted sources markets where the campaign should be
published
Define and draw-up a media plan according to the periods
when tourists start considering and organizing holiday trips,
also depending on the source market distance with the
Philippines. European source markets will need more available
days than Asian- Pacific countries, therefore the holiday
concept shall be different and the campaign in Asian- Pacific
countries shall be continuous
Project 4:
Starting date:
2012
Frequency:
Continuous (5
39
years)
Publish the campaign in the selected media
Project 4: Advertising (to professionals) Organizing an advertising

campaign for tourism industry media that will promote the Philippines
as a destination to be bought by the professionals from the targeted
source markets
Select an advertising agency who designs the campaign for the

tourism industry.
Analyze and select the professional media of the targeted
sources markets where the campaign should be published
Define and draw-up a media plan according to the periods
when industry professionals start buying destinations to offer
to the final consumers as their next holidays. Also in this case,
depending on the source market different buyer periods should
be considered
Publish the campaign in the selected media
Lead Stakeholders
Project
Project
Project
Project
1:
2:
3:
4:
DOT and TPB

TPB
TPB
TPB
Strategic Partners
Communication agency and private sector to
diffuse the campaign
Publishers
National and International media companies
Destinations for
At a national level
Project
Project
Project
Project
1:
2:
3:
4:
2.943.149
1.100.000
7.095.091
5.295.041

Professional Associations of Publishers
Publishers, communication professionals
agencies
and
Sub program for Public Relations (PR)

Public Relations are one of the communicational components of a
company or institution in order to inform and diffuse information
regarding the organization at two levels, at an internal (corporate level)
and at an external level. The main goal is to reach all the different
types of targeted public by means of each selected media and certain
events are held so that the institution becomes not only known but also
identified easily by the public.
Project 1: Social events. Social events are a key tool to be
developed among the tourism sector at a national level so that the
different professionals who are part of the industry get together and
achieve to act as one. In this sense they will manage to offer much
more complete and professionalized products to the stakeholders at the
source markets. This project aims to develop and promote the
recognition of quality standards expected from the tourists.
Time Frame
Project 1:
Starting date:
2014
Frequency:
Yearly and
continuous
These events shall be organized by TPB, at least once a year and will
focus on the attendance of the stakeholders of the sector. Moreover, in
order to foster the Philippines as a country where quality in tourism
services and products is valued and recognized the Philippines
Excellence Award shall be created and organized on a yearly basis.
As it is an award based on quality criteria, a program including

a minimum rules and standards that shall be fulfilled by those
professionals willing to participate in the contest and to be
40
identified as a quality product and service

Publish a formal statement where the tourism sector at a
nationwide level is informed about the award that is going to be
organized the following year in connection with the quality
program
The formal statement will be at least published at the
DOTs website
At the website they will find the minimum standards to
fulfil in order to register themselves to participate in the
Philippines Excellence Award
Once they have fulfilled the requirements they will be
candidates to the award
Contact a PR agent or company who will organize the annual
event and assure that the event gets the diffusion and quality
image it must have
Create different Awards for each tourism product category
defined in the strategic program, so that professionals can be
awarded in different categories
Create an image/ brand that can be used by the awarded in
order to foster their excellence
Project 2: Social networking. Social networking is based on the idea

of short meetings focused on a specific subject or area, obviously
related to the products, special interest segments or targeted source
markets in order to share their knowledge and experience. This project
aims to develop and promote at a national level the knowledge sharing
focused on developing the country as an international destination
adapted to the quality and experience standards expected from the
tourists.
Set the date for the quarterly meetings

Invite an international and recognized professional or a local
professional from the sector that would give a conference/
knowledge sharing talk
After that a forum opinion sharing and a discussion would be
carried
Project 2:
Starting date:
2014
Frequency:
2 year program
(continuity
subject to
assessment)
Project 3:
Starting date:
2013
Frequency:
Continuous
Project 3: Worldwide events. Holding a worldwide event allows a

country to prove to the rest of the world that it is capable of not only
organizing but also succeeding in being the venue of an event.
Moreover, the events are apart from a great publicity for the country, a
great opportunity for the tourism sector because any event, of any
subject, is connected to the tourism industry. In addition, a good
knowledge and monitoring of the main events to be held (at different
scales, national, regional or worldwide) is required. In this project
reference is made not only to MICE events, but also sportive, cultural
and politic events.
Monitoring and doing a follow-up of the future events to open a

candidature process
Preparing the relevant marketing materials to be attached to
the candidature
Selecting a person from the TPB or DOT to carry out a lobbying
position in regard with the international stakeholders
Carrying out campaign so that the private sector gives the
support needed in front of the organization in charge of the
event
Project 4: Worldwide Ambassadors Program. In order to achieve a

worldwide image, especially in those targeted source countries, the
Ambassador Program has the following main goal: make a Filipino
Project 4:
Starting date:
2012
Frequency:
Continuous
41

celebrity (if possible) leaving overseas become in the destination
market an Ambassador to foster the image of the Philippines. The
selected person will be either Filipino or a person with large knowledge
and a string link with the Philippines. Moreover, the referred person
shall have very developed social skills and a good reputation among
the tourism sector. Every source market will have an Ambassador. (i.e.
Bruno Mars, the singer, could be promoted as a Filipino Ambassador in
the USA).
Defining the criteria to select the Ambassador
Establishing determined goals for the Ambassador in the source

market where he represents the Philippines
Furnishing him with enough marketing publications and tools in

order to be able to attend meetings with stakeholders and
provide information in an adequate format
Presenting the Ambassadors once a year at the Philippines

Excellence Award
Meeting up (once a year after the Award) with the Marketing

Director of the DOT in order to analyze the activities carried out
and asses the progress
Project 5: Press dossier. It is classic PR activities consisting in

putting together all the articles, editorials and pieces of information, in
general that have been published each year in regard with the
Philippines as a tourism destination.
Follow-up of the national and international media either

specialized in tourism or considered a general public information
publication
Follow-up of the source market media and publications either

specialized in tourism or considered a general public information
publication
Putting together all the pieces of information published on

yearly basis in two different types of support both paper and
electronic
Project 5:
Starting date:
2013
Frequency:
Continuous
Project 6:
Starting date:
2012
Frequency:
Yearly
Project 6: Press Trips and Publicity. Publicity is a very important

component of the PR subprogram due to the fact that it is elaborated
for free by opinion leaders and popular journalists. In this case it is
important especially in the source markets where these opinion leaders
can carry out a very valuable mission. Obtaining the publicity is
normally linked to the organization of a press trip, so that targeted
opinion leaders from the source markets are invited to discover the
tourism products and experiences (depending on what source market
specific products and experiences shall be selected) of the Philippines.
In exchange for the invitation the referred journalists shall publish an
article or editorial in regard with their experience in the Philippines. The
length and ideas to be included in the article shall be agreed between
each media representative or opinion leader and the Marketing
Director.
Targeting the opinion leaders of the targeted source markets
Planning and organizing the convenient press trip in connection

with the products to be fostered for each market
Look for support in the private sector so that the hotels,

restaurants and companies developing the activities included in
each product are carried out for in order to be considered a midterm investment in order to achieve an increase in number of
tourists, length of stay and average expenditure, among others
Inviting the opinion leaders to the press trip
42
Negotiating and agreeing on the pay pack in terms of pieces

of information to be published, etc.
Contacting the private sector in order to confirm and coordinate

the trip
Lead Stakeholders
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
Strategic Partners
TPB
TPB
DOT
DOT and TPB
TPB
DOT and TPB
PR agents and companies to be hired for the

organization of the relevant events
Popular and outstanding Filipinos leaving
overseas
Opinion leaders from the international media
Private sector of the tourism industry
Destinations for
At a national level, but also based on a product categories and special interest activities
division (in regard with Project 6)
Project 1: 205.765
Project 2: 42.738
Project 3: 979.779
Project 4: 183.947 (Only the expenses
of the Ambassador are considered,
2.000 per Ambassador)
Project 5: 240.000
Project 6: 7.257.027
DOT funding
Carrying out public private partnerships with the
private sector: airlines, hotels, etc. (in regard
with the Project 5: strategic partnerships of
the commercialisation sub program
Sub program for Online Tourism

Time Frame
This online marketing program will enhance the visibility of the

destination online and keep marketing actions updated towards new
technologies use and opportunities. Internet is a strategic tool to
attract a large number of customers and to construct the image of the
destination. New technologies are developing fast and providing
innovative tools for tourism marketing (i.e. enhance reality, role games,
holograph, helmet vision, 3D devices, etc.).
Project 1: New technologies and tools development. The web

2.0 is a channel of communication between customers, and new
formats and tools will arrive to enhance and improve the
experiences. It will be a key factor of success to keep marketing
updated on all opportunities coming from innovative technologies.
Some of the following tasks and actions could be done, previous
assessment of market adequacy:
Project 1:
Starting date:
2012
Frequency:
continuous
Propose a version of the DOTs Website on Smartphone

Create a travel planner on the website with more possibilities
(reservations, calendar, comments, pictures) to increase the
attraction of the concept and increase direct sales and
reservations
Insert interactive maps, video and photos sharing, wikis, widgets
in the website
Dedicate a section of the website to comments and forum about
the destination (the customer can share his experience and
knowledge of the destination, as well as pictures). This section
will be organized by categories. The referred categories will be
the 9 tourism products Philippiness has to foster, so that
customers can give their opinion focused on the products
portfolio
Project 2:
Starting date:
2013
Monitor the customer feedback and expectations of the destination

by integrating social network such as Facebook, Twitter and
Trip advisor
Frequency:
continuous
43
Sub program for Online Tourism
Project 2: Community Manager Development

This activity consists in managing in an efficient way the
communication that other publish on-line by using the correct
tools in order to focus in what we consider out potential
tourists to the Philippines are interested in. Some examples of
tools to be analyzed are blogs, specialized online communities,
regarding tourism based communities, for instance; or Twitter
accounts, Like or Fans in Facebook, etc.
Every national and international office of the network will have a
position assigned to a Community Manager in order to obtain
as much information as possible of the Philippines, therefore
reduce distance
Lead Stakeholders
Strategic Partners
TPB
Communication agencies focused on 2.0 and online marketing

Consultancy
firms
regarding
Community
Management
Destinations for
At a global level
Project 1: 5.058.538
campaign per market)
Project 2: 3.150.000
Manager per market)
(70.000
per
(40.000
per
Governmental funding
Public-Private Partnerships
Detail Operational Marketing Plan for 2012 per Market

Operational Marketing Actions for Domestic Tourism
1. Branding campaigns
Focus on advertising campaigns to strengthen the Philippines as a tourism

destination for local tourism
2. E-marketing campaigns
On-line marketing campaign fostering the country branding addressed to

Students, Families and Generation X.
Creation of an android or Iphone application matching the countrys branding
3. Press trips/ Publicity 2 trips to be organized per year
Addressed to press (journalists and opinion leaders) focused on divers and culture/
nature tourism
Focus on nationals to promote their involvement on travelling around their
country and encounter their traditions
4. Advertising (to final consumers) (Insertions in 2 different media)
Advertisements on press for nature and culture tourism: Nature based tourism: 3
full pages; Culture Tourism: 2 full pages.
Addressed to Students, Families and Generation X
The ads shall be printed in specific media regarding the product or segment
Project 1: 112.000
Project 2: 70.000
Project 3: 150.000
44
Operational Marketing Actions for Domestic Tourism

Project 4: 50.000
Operational Marketing Actions for Japan

1. Tourism & Travel Fairs (includes consumer & trade fairs and 6 fairs as
average number of fairs per year to attend)
2. Product Lounge Special Interest Segments (4 product lounges to be
organized)
During the 12th Global Travel & Tourism Summit in April 17 th-19th, a product lounge
event should be organized in an attractive venue in Tokyo where the press would
attend as well as other key stakeholders. Addressed to Divers, Relaxation and
nature, Golf and honey mooners.
3. Road Shows (4 road shows to be organized)
Focused on nature based tourism, Culture tourism and Shopping, Leisure &
entertainment
Addressed to generation X
To be organized in Tokyo Yokohama and Osaka Kyoto
They should be organized in February so that people consider the Philippines when
they start booking their trips for the Golden Week, at the end of April or beginning
of May
4. Workshops
Focused on divers and Beach relaxation and nature

Addressed to generation X
A diving experience either in Bohol or El Nido (Palawan)
During 5 days, at the best time of the diving season
5. Worldwide Ambassador Program
A Filipino celebrity or a Japanese closely related to the Philippines to act as the

countrys Ambassador
Focused on commercialising Nature based tourism and Shopping, Leisure &
entertainment
Addressed to Baby boomers and Generation X, however the Ambassador should
also do lobbying activities versus the tour operators and travel agents
Focused on Culture tourism and Shopping, Leisure & entertainment

Addressed to ladies and baby boomers
On-line marketing campaign fostering the country branding
Creation of an android or Iphone application matching the countrys branding
allowing to develop e-marketing campaigns.
Focused on specialized press on Divers and Beach relaxation and nature

Pick the right Journalists and opinion leaders in Japan
Advertising in printed media:
Diving: 3 full pages

Health & Wellness and Medical Tourism: 2 full pages
Weddings and Honeymooners: Print expo
Addressed to overseas Filipinos, adventure seekers, ladies and baby boomers

9. Advertising (to professionals ) - (Insertions in 2 different media)
Focused on MICE and Professionals from the tourism sector
45
Operational Marketing Actions for Japan
Addressed to professionals of the MICE and general tourism sector

Project
Project
Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
8:
9:
120.000
80.000
100.000
225.000
No cost (N/A)
70.000
100.000
120.000
90.000
Operational Marketing Actions for USA

1. Country Branding
Branding campaigns addressed to final consumers and professionals from the tourism
industry in general
2. Consumer Travel Shows
Focused on Nature based tourism, especially oriented to divers, adventure

seekers and bird watching. Health and wellness is also a product to be fostered,
however, we suggest to focus on Nature Based Tourism in 2012
Public attracted to Nature based tourism, normally generations X and overseas
filipinos
Where to go?
Vacation Leisure Outdoor Show (VLOS) San Antonio, Texas
Chicago Tribunes Travel & Adventure Show (CT TAS) Illinois
41st Underwater Show Illinois
New York Times Travel Show New York City
Adventures in travel Show Washington DC
Los Angeles Times Travel & Adventure Show Los Angeles
Beneath the Sea Sea caucus, New Jersey
Bird Fair in America Pennsylvania
San Diego Travel Show
Scuba dive Show
NBC 5 Travel Expo
3. Travel Trade Shows
Focused on Health & Wellness (Medical tourism, regarding the special interest
segments) and MICE
Addressed to Professionals from the tourism industry in general
Where to go?
Education Travel Fair/ Conference - Providence
5th World Medical Tourism & Health Congress and Employers Health
Congress
IMEX America Las Vegas
ITME or the Motivation Show Chicago
DEMA Show
4. Special Interest Segments Product Lounge 5 lounges to be organized
Focused on Diving, Bird watching experiences, Medical tourism and MICE

Addressed to professionals
Where to go?
Diving Lounge: Los Angeles during the Scuba Diving Show May 16 - 17
Bird watching: Pennsylvania during the Bird Fair in America April 1 3
Medical tourism during the 5th World Medical Tourism (city to be
46

arranged) Between October and November
MICE: Chicago during the ITMA (The Motivational Show) - October
Focused on Nature based products and Health & Wellness Tourism

Addressed to Journalists and opinion leaders in the USA
6. Fam trips 7 fam trips to be organized
Focused on Bird watching, Diving, Medical tourism, MICE

Addressed to Travel agents, incentive houses, congress and conventions
organizers and tour operators in general
Organization and Details:
Bird watching:
4 people per office and 5 offices = 15 people
February
1 week duration
Diving:
3 people per office and 5
April
1 week duration
Medical Tourism:
June
1 week duration
MICE:
November
1 week duration
Tour operators (2 fam trips):
June and September
1 week duration
offices = 15 people
offices = 15 people
offices = 15 people
offices = 16 people (per fam trip)
A Filipino celebrity or an American citizen closely related to the Philippines. (i.e.

Bruno Mars who descents from a Filipino family)
Focused on the whole country in general, promoting the values that differentiates
the Philippines from the rest of the countries, but especially Nature based tourism
and Shopping, Leisure & entertainment
Addressed to all segments in general because the purpose is to promote the
country in the source market. However, we would like to point our attention on
the US American Filipinos so that the Ambassador can develop a role of
encouraging them to go back to visit the Philippines and rediscover their origins
and traditions.
Focused on Nature, Culture, divers, adventure seekers, etc.

Addressed to ladies, baby boomers and overseas Filipinos
On-line marketing campaign fostering the country brand
Creation of an android or iphone application matching the countrys branding

47

Project
Project
Project
Project
Project
Project
Project
Project
Project
Project
1: 112.000
2: 220.000
3: 80.000
4: 50.000
5: 200.000
6: 525.000
7: No cost
8: 70.000
9: 75.000
10: 72.000
Operational Marketing Actions for South Korea

1. Country Branding
Advertising addressed to final consumers and professionals from the tourism

industry in general to brand the country
Focused on Educational, Diving, Shopping, Leisure & Entertainment, Sun & beach,
MICE
Addressed to Students and Generation X
Where to go?
Educational : Korea Study Abroad & Language Fair
General travel fairs
3. Product Lounge Special Interest Segments (12 product lounges to be

organized)
Focused on Educational, Divers, Honeymooners, Golf

Addressed to Students and Generation X
In Seoul specially making them match with travel fairs of the specific segment in
September-November
Focused on Educational, Diving, Shopping, Leisure & Entertainment

Addressed to Travel agents, incentive houses, congress and conventions
organizers and tour operators in general
Educational:
February - May
1 week duration
Diving:
February - May
1 week duration
Shopping, Leisure & Entertainment:
48
Operational Marketing Actions for South Korea

February - May
1 week duration
MICE:
February - May
1 week duration
A Filipino celebrity or a Korean closely related to the Philippines

Focused on Nature based tourism and Shopping, Education and Leisure &
entertainment
Addressed to Generation X, ladies, students and group travellers in general,
however the Ambassador should also do lobbying activities versus the tour
operators and travel agents
Focused on Educational, Shopping, Leisure & entertainment, Divers, MICE

Addressed to Students, ladies, generation X and professionals of the MICE sector
7. Press trips/ Publicity (4 trips to be organized per year)
Focused on Shopping, Leisure & entertainment

Addressed to Journalists and opinion leaders in Korea
Visit destinations in the Philippines that enhance the referred tourism products
(i.e. Cebu, Makati city in Manila)
March and October
1 week duration
8. Advertising (to final consumers) - (Insertions in 12 different media)
Printed ads for:
Educational: 3 full pages

Shopping, Leisure & entertainment: 2 full pages
Addressed to Students, ladies and baby boomers

Addressed to professionals from the tourism sector

The ads shall be printed in specific media regarding the product or segment to be
fostered
Project
Project
Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
8:
9:
112.000
180.000
80.000
300.000
0
70.000
100.000
200.000
72.000
Operational Marketing Actions for China

49

1. Branding campaign
Addressed to final consumers and professionals from the tourism industry in

general
Focused on:
Shopping, Leisure & entertainment

Sun & beach
MICE
To what segments?
Honey mooners, beach lovers, shopping lovers and MICE

Attending general tourism fairs
3. Product Lounge Special Interest Segments (12 to be organized)
Focused on:

Sun & Beach
Where to organize the lounge?

2 product lounges to be organized in Shanghai and 2 in Beijing
When?
January February, before Chinese New Year

4. Fam trips 4 fam trips to be organized per product
Focused on:

Cultural Tourism
Sun & Beach
Addressed to Travel agents and tours operators, mainly.


January, June and October
1 week duration
Cultural Tourism
January, June and October
1 week duration
A Filipino celebrity or a Chinese closely related to the Philippines

Focused on:
Shopping, Leisure & entertainment, sun & beach and cultural tourism
To what segments?
Generation X and baby boomers, however the Ambassador should also do lobbying
activities versus the tour operators and travel agents
Focused on:
Culture tourism; Shopping, Leisure & entertainment; Sun & beach
To what segments?
Generation X and baby boomers
E-marketing campaign fostering the country brand

50

Ads focused on:
Shopping, Leisure & Entertainment: 3 full pages

Cultural Tourism: 2 full pages
Addressed to special interest segments


Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
112.000
250.000
80.000
480.000
0
225.000
120.000
Operational Marketing Actions for Australia

1. Country branding
Addressed to final consumers and professionals from the tourism industry in

general
Focused on:
Nature based tourism

Culture Tourism
Sun & Beach
MICE
Addressed to Travel agents and tour operators focusing on families, generation X

and baby boomers
What fairs to attend?
The tourism trade fairs to attend shall be general tourism fairs where the
Philippines must enhance the above mentioned tourism products.
A good opportunity to present the products will be Australian Tourism
Exchange (ATE) a trade show to be organized in Perth in June (15 21),
2012.
Focused on:
Divers
Adventure seekers
Honey mooners
Culture explorers
To what segments?
51

Families, generation X and baby boomers
Where to carry out the product lounge?
The Product Lounge of the special interest segments should be organized during the
ATE trade show in order to complement the tourism products presented and promoted
during the fair.
When?
June, 15 21
Focused on:

Culture Tourism
Sun & Beach
MICE
Addressed to Travel agents and tours operators


3 people per office and
October - December
1 week duration
Culture Tourism
October - December
1 week duration
Sun & Beach
October - December
1 week duration
MICE
October - December
1 week duration
4 offices = 12 people
A Filipino celebrity or an Australian closely related to the Philippines

Focused on Nature based tourism, culture Tourism, sun & Beach and MICE
To what segments?
Families, generation X and baby boomers, however the Ambassador should also do
lobbying activities versus the tour operators and travel agents
Focused on:
Divers
Adventure seekers
Addressed to Journalists and opinion leaders in Australia

February and November
1 week duration
Ads focused on:
Nature based tourism: 2 full pages

Culture Tourism: 2 full pages
52

Sun & Beach: 2 full pages
To what segments?
Adventure seekers, generation X and baby boomers
Where?
8. Advertising (to professionals) - (Insertions in 2 different media)
Focused on MICE
To what segments?
Professionals of the MICE and general tourism sector
Where?
Project
Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
8:
112.000
120.000
40.000
225.000
0
100.000
75.000
90.000
Operational Marketing Actions for Singapore

Focused on:
Shopping, Leisure & Entertainment

Sun & beach
To what segments?
Mainly tour operators and travel agents, with special reference to those specialised in
divers, who will have a special program for 2011 and 2012 called Asia dive now
What trade fairs to attend?
ITB Asia 2012 (7 11 March)

NATAS (Singapore National Association of Travel Agents) (February, to be arranged)
Focused on:

Beach Relaxation
Golf
Honey mooners
To what segments?
Generation X and families, especially expatriates leaving in Singapore
During the referred trade shows special product lounge events should be carried out
Focused on:
53

Sun & beach
Addressed to Tour operators and travel agents working with package tours
Shopping, Leisure & Entertainment:

June and November
1 week duration
Sun & beach:
June and November
1 week duration
A Filipino celebrity or a Singaporean closely related to the Philippines

Focused on: Shopping, Leisure & entertainment and Sun & beach
To what segments?
Generation X and families, especially expatriates however the Ambassador should also do
lobbying activities versus the tour operators and travel agents
Focused on:

Beach Relaxation
Golf
Honey mooners
To what segments?
Generation X and families, especially expatriates leaving in Singapore
Where to diffuse the campaigns:

Creation of an android or iphone application matching the countrys branding allowing to
develop e-marketing campaigns.
Products, experiences and values related to be fostered:

Beach Relaxation
Golf
Honey mooners
Addressed to Journalists and opinion leaders in Singapore

Where to go?
Destinations in the Philippines that enhance the referred tourism products, such as
Makaty city (Manila), Cebu, Boracay or Bohol

February, May and November
1 week duration


54


Project
Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
8:
120.000
40.000
150.000
0
70.000
150.000
75.000
90.000
Operational Marketing Actions for Malaysia

Focused on:
Leisure and shopping

Health and Wellness tourism
Addressed to mainly tour operators and travel agents

What trade fairs to attend?
MATTA (Malaysia Association of Tour & Travel Agents Fair) Kuala Lumpur (August, to be
arranged)
Focused on:

Health and wellness
To what segments?
Professionals of the leisure and health industry as well as travel agents, in general. In
terms of final consumers the targeted segments would be families and generation X,
especially expatriates
During the referred trade show in Kuala Lumpur, special product lounge events should be
carried out
Focused on:
Shopping and leisure

Addressed to tour operators and travel agents working with package tours
Shopping and Leisure tourism:

June and November
1 week duration
Health and Wellness tourism:
June and November
55
Operational Marketing Actions for Malaysia

1 week duration
A Filipino celebrity or a Malaysian closely related to the Philippines

Focused on Leisure, shopping and Health and Wellness tourism
To what segments?
Families and Generation X, especially expatriates however the Ambassador should also
do lobbying activities versus the tour operators and travel agents
Focused on:
Medical tourism
Shopping, Leisure and entertainment
To what segments?
Generation X and families, especially expatriates leaving in Malaysia
Where to diffuse the campaigns:

The creation of an android or iphone application matching the countrys branding
Focused on:
Shopping and leisure tourism

Addressed to:
Journalists and opinion leaders in Malaysia
Where to go?
Destinations in the Philippines that enhance the referred tourism products, such as
Makaty city (Manila), Cebu or Bohol

1 week duration



Project
Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
8:
120.000
40.000
150.000
0
70.000
100.000
50.000
80.000
56
Operational Marketing Actions for Canada

1. Tourism & Travel Fairs (includes consumer & trade fairs)
Focused on:
Nature based tourism (with special attention to bird watching and divers)
Health and wellness tourism
Addressed to:
Tour operators and travel agents focused on the referred segments, as well as general
tourism professionals. Overseas Filipinos.
The Outdoor Adventure Show Toronto (24 26 February)

Travel & Vacation Show Ottawa (11 12 March)
International Travel & Tourism Show Montreal (October, to be arranged)
Addison travel Shows
Products, experiences and values related to be fostered:
Divers
Adventure
Bird watching
Addressed to:
Professionals of the referred Nature Tourism Industry as well as travel agents, in general
During the referred trade shows that shall be carried out in Toronto, Montreal and Ottawa,
special product lounge events should be carried out referred to these nature based tourism
segments
Focused on:
Nature based tourism (with special attention to bird watching, divers and adventure)
Addressed to:
Professionals of the tourism sector especially those focused in eco-tourism
Nature based tourism:

November
1 week duration
A Filipino celebrity or a Canadian closely related to the Philippines

Focused on:
Nature based tourism and eco-friendly practices
To what segments?
The Ambassador should do lobbying activities towards the tour operators, travel agents
and overseas filipinos
Focused on:
Nature based Tourism (including: diving, adventure and bird watching)
Addressed to:
Journalists and opinion leaders in Canada
Where to go?
57
Operational Marketing Actions for Canada

Destinations in the Philippines that enhance the referred tourism products
Nature based Tourism

1 week duration
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
80.000
60.000
75.000
0
100.000
Operational Marketing Actions for India

Focused on:
Shopping & Entertainment

Sun & Beach
Educational tourism
To what segments?
Upper class, basically students and families
Travel & Tourism Fair Trade Chennai (January, 6 8)

Outbound Travel Mart Mumbai (February 17 19)
Outbound Travel Mart New Delhi (February 23 24)
2. Special interest Product Lounge (2 to be organized, one in Mumbai and one
in New Delhi)
Focused on:
Shopping & entertainment, Sun & Beach, Educational, and MICE tourism
Addressed to:
Upper class and luxury travel agents
Where should the lounge be organized?
During the Outbound Travel Mart in Mumbai and New Delhi
When?
February 17 19 and 23 24
A Filipino celebrity or an Indian closely related to the Philippines

Focused on: Nature based tourism, culture tourism and Shopping, Leisure &
entertainment
To what segments?
58
Operational Marketing Actions for India

Families and students, however the Ambassador should also do lobbying activities versus
the tour operators and travel agents
Focused on:

Sun & Beach
To what segments?
Upper class and luxury travel agents
Shopping, sun & beach

April and June
1 week duration
Focused on:
Shopping, Leisure & entertainment; Sun & Beach: Educational
To what segments?
Families and students

Creation of an android or iphone application matching the countrys branding for emarketing campaigns.
Ads focused on:
Sun & Beach: 2 full pages

Educational Tourism: 2 full pages
To what segments?
Families and students
Where?
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
60.000
10.000
0
150.000
70.000
Project 6: 150.000
Operational Marketing Actions for Hong Kong

Focused on:
Nature based tourism (Diving)

Sun & Beach
To what segments?
Families, however in terms of professionals the target shall be tour operators or travel
agents specialized in the above mentioned tourism products.
59
Diving, Resort & Travel Expo Hong Kong (July, to be arranged)

2. Special interest Product Lounge (4 to be organized)
Focused on:
Diving, adventure, culture explorers and honey mooners
To what segments?
Travel agents and tour operators whose target segment are families or couples
passionate of the nature tourism based segments and culture tourism
Where the lounge should be organized?
During the Diving, Resort & Travel Expo

A Filipino celebrity or a hongkonese closely related to the Philippines

Focused on:
Nature based tourism, culture tourism and Sun & Beach
To what segments?
Families, however the Ambassador should also do lobbying activities versus the tour
operators and travel agents
Focused on:
Culture Tourism
To what segments?
Travel agents and tour operators whose target segment are families or couples
Nature based tourism & Culture Tourism:

April and June
1 week duration
Focused on:
Nature tourism and Culture tourism
To what segments?
Families
Where to diffuse the campaigns?

Ads focused on:

Culture Tourism: 2 full pages
To what segments?
Families
Where?
60

Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
60.000
20.000
0
75.000
70.000
50.000
Operational Marketing Actions for Taiwan

Focused on:

MICE
Nature based tourism (Diving)
To what segments?
In terms of visitors and general public the segment targeted are the families, however in
terms of professionals the target shall be tour operators or travel agents specialized in
the above mentioned tourism products.
Taipei International Travel Fair Taipei (to be arranged)

2. Special interest Product Lounge (4 to be organized)
Focused on:
Diving, Shopping, Leisure & Entertainment, golf and MICE
To what segments?
Travel agents and tour operators whose target segment are passionate of the above
mentioned activities
Where the lounge should be organized?
Taipei International Travel Fair

A Filipino celebrity or a Taiwanese closely related to the Philippines

Focused on:
Shopping, Leisure & Entertainment, Nature based tourism (Diving), MICE
To what segments?
The Ambassador program should also do lobbying activities towards the tour operators
and travel agents
Focused on:

MICE
To what segments?
Travel agents and tour operators whose target segment are people interested in the
above mentioned tourism products

July
1 week duration
MICE
61
Operational Marketing Actions for Taiwan

July
1 week duration
Focused on:
Shopping, Leisure & Entertainment, MICE, Nature based tourism (Diving)
To what segments?
Families
Where to diffuse the campaign?

Focused on:
Shopping, Leisure & Entertainment: 2 full pages

To what segments?
General public and families
Where?
Focused on:
MICE
To what segments?
Professionals of the MICE and general tourism sector
Where?
Project
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
7:
60.000
20.000
0
150.000
70.000
80.000
72.000
Operational Marketing Actions for Germany

Focused on:
Divers, Adventure, Culture Explorer and Beach Relaxation and Nature
To what segments?
Families and generation X
Where to go? (trade shows, or local destinations, where to organize) If known

not always:
Munich Stuttgart Frankfurt
Berlin Hanover Hamburg
62
When?
They should be organized between the months of February and April when people are still
thinking about what to do during the summer holidays which should be the most
interesting period to travel due to the long distance between Germany and the
Philippines.
2. Product Lounge Special Interest Segments
Focused on:
Divers
Adventure
Culture Explorer
Beach Relaxation and Nature
To what segments?
To tour operators and travel agents focused on the abovementioned experiences as well
as agents focused on Generation X and Families population segments
During the Road Shows a lounge shall be organized in each city

A Filipino celebrity or a German closely related to the Philippines

Focused on:
To what segments?
and travel agents and in terms of visitors it should be focused in Families and Generation
X
Focused on:
To what segments?
Journalists and opinion leaders in Germany especially those specialized in nature tourism
or culture exploration.
Where to go?

March
9 days
Focused on:
To what segments?
Families
Where to diffuse the campaigns?

63

Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
80.000
40.000
0
150.000
70.000
Operational Marketing Actions for United Kingdom (UK)

Focused on:
Adventure, Culture Explorer, Medical Tourism and Beach Relaxation
To what segments?
Families and generation X

not always:
London Manchester Liverpool
Edinburgh Glasgow
When?
They should be organized between the months of February and April when people are still
thinking about what to do during the summer holidays which should be the most
interesting period to travel due to the long distance between the United Kingdom and the
Philippines.
Focus on:
Adventure
Culture Explorer
Medical Tourism
Beach Relaxation
To what segments?
To tour operators and travel agents focused on the abovementioned experiences as well
as agents focused on Generation X and Families population segments
During the Road Shows a lounge shall be organized in each city

A Filipino celebrity or a British closely related to the Philippines

Focused on:
Adventure, Culture Explorer, Medical Tourism, and Beach Relaxation
To what segments?
and travel agents and in terms of visitors it should be focused in Families and Generation
X
Focused on:
Adventure, Culture Explorer, Medical Tourism and Beach Relaxation
To what segments?
Journalists and opinion leaders in the United Kingdom especially those specialized in
nature tourism or culture exploration.
Where to go?
64
Operational Marketing Actions for United Kingdom (UK)

March
9 days
Focused on:
To what segments?
Families

Creation of an android or iphone application matching the countrys branding for
e-marketing campaigns.
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
100.000
50.000
0
150.000
70.000
Operational Marketing Actions for Russia

1. Travel trade Shows
Focused on nature, medical, shopping and leisure, honey mooner, educational

and beach relaxation
Addressed to Students and families

not always:
Luxury Leisure Moscow Fair
INWETEX Travel Market
Etc.
When? All year round
Focused on:
Divers
Relaxation and nature
Honeymooners
Medical
Shopping and leisure
To what segments?
Students and families

not always:
During the Luxury Leisure Moscow Fair and INWETEX Travel Market, among others
Focused on:
Nature
Medical
65
Operational Marketing Actions for Russia

Sun & Beach
Educational
To what segments?
TO of the tourism sector targeting students and families

A Filipino celebrity or a Russian closely related to the Philippines

Aimed at branding the destination and commercialising Filipino products in
Russia
Focusing on Sun & Beach, Shopping and leisure and medical tourism
To what segments?
Journalists and opinion leaders in Russia
Where to go?

1 week duration
Focusing on sun& beach, shopping and leisure, medical tourism and nature
Addressed to TO and professionals from the tourism sector
Project
Project
Project
Project
Project
Project
1:
2:
3:
4:
5:
6:
60.000
40.000
150.0000
2.000
70.000
72.000
66

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2.

Developing and Marketing Competitive Tourist

Designing and implementing a sustainable tourism transportation

Facilitating a concerted product development program offering a

Designing and implementing a PPP-based mandatory tourism

Facilitating tourism investment, and simplifying business set-up and

Safeguarding natural and cultural heritage sites, and vulnerable

Designing and implementing a five-year PPP-based and funded

Designing and implementing a TDA utilities and tourist support services

Designing and implementing a tourist site access infrastructure

Philippine National Tourism Development Plan 2011-2016

Proposed Subprograms and Projects

Designing and Implementing Services Infrastructure in

The implementation of this subprogram will involve the design and

Project 1: The project involves the provision of water and power

supply and water treatment in destination centers. Locations of the

NP-5C Nueva Vizcaya

NP-6A La Union Coast &

CP-3C Busuanga-CoronCulion Islands

Philippine National Tourism Development Plan 2011-2016

Designing and Implementing Services Infrastructure in

CP-7A Northern CebuBantyan Island

CP-9A Carigara BayTacloban

SP-7A Davao City-Samal

SP-7B Tiboli-Mt. Apo

Project 2: Design and construction tourists information centers in

Project 3: The project involves the construction of transport

Project 1: DOT, LGU, DOH, DILG

Destinations for implementation

Potential Financing Sources

Designing and Implementing Tourism Site Access and

Philippine National Tourism Development Plan 2011-2016

Designing and Implementing Tourism Site Access and

This subprogram seeks to undertake site visitor improvements at

Project 1: Improvement, rehabilitation and upgrading of

Scopes of works include upgrading from earth to gravel and

Project 2: Site Visitor Improvements at 99 priority sites

Monitoring and evaluation of progress

Project 3: Site Visitor Improvements at 53 priority sites

Attachment __ to this Appendix set out the cost estimates for

Project 1: DOT, Provincial Government

Project 1: LGUs, Tourism Councils, CSOs, DPWH,

Project 3: DOT (TIEZA) and

Destinations for Implementation

Potential Financing Sources

Philippine National Tourism Development Plan 2011-2016

Designing and Implementing Tourism Site Access and

2.2 Develop Diversified Tourism Products that Engage Local

Developing Major Mixed-use Tourism Complexes in the

This subprogram seeks to bring about the development of major

Project 1: Encouraging the Development of major mixeduse tourism complexes

Philippine National Tourism Development Plan 2011-2016

Developing Major Mixed-use Tourism Complexes in the

of incentives to those that indicate interest in developing

Philippine National Tourism Development Plan 2011-2016

Developing Major Mixed-use Tourism Complexes in the

Project 2: Developing community participation in the

- Monitoring and evaluation of progress.

Project 1: DOT (TIEZA) and Major Land

Investors and Financial Institutions, LGUs, DENR,

Destinations for Implementation

Potential Financing Sources

Developing Major Mixed-use Tourism Complexes in the