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THE PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN 2011-2016

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DEPARTMENT OF TOURISM THE PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN 2011-2016 Draft Action Plan (for discussion purposes only) June 2011 Human Capital Development ... – PowerPoint PPT presentation

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Title: THE PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN 2011-2016


1
THE PHILIPPINE NATIONAL TOURISM DEVELOPMENT
PLAN 2011-2016
DEPARTMENT OF TOURISM
  • Draft Action Plan
  • (for discussion purposes only)

June 2011
2
The Philippine Tourism Diagnosis
Suboptimal socioeconomic development contribution
EFFECT
Inconsistent quality of tourist facilities and
services
Highly concentrated pattern of tourism with
limited local community participation
Insufficient tourist facilities and services
Low tourism growth volumes
Inadequate public and private sector investment
Low budgets for marketing and promotions
FOCAL PROBLEM
Underdeveloped tourism sector relative to its
market and product development potential
Inadequate international airport infrastructure
Perception of the Philippines as an unsafe
destination
Limited number of competitive destinations
Cumbersome business operating environment
Inadequate air, sea, and road connectivity to
destinations
Inadequate destination/site infrastructure
  • Poor compliance
  • with safety standards
  • Destination/site security

Discriminatory tax regime for hotels and carriers
CAUSE
Overlapping institutional regulatory functions
between the national government and LGUs
Inability to develop and expand air accessibility
to key growth markets
Weak LGU tourism development capacities
3
INCLUSIVE DESTINATION CONCEPT
NP-1
NP-2
Tourism Cluster
NP-3
NP-4
Gateway to Tourism Cluster
NP-5
International Gateway Strategic Destination
Clusters
Tourism Development Area
NP-6
NP-7
CP-1
Tourism Site
CP-2
CP-3
  • 21 strategic thematic tourism destination
    clusters covering 77 Tourism Devt Areas)
  • 7 strategic clusters in Northern Philippines
    (North Luzon, CAR, CALABARZON, NCR) covering 27
    tourism development areas
  • 7 strategic clusters in Central Philippines
    (MIMAROPA, Bicol, The Visayas) covering 24
    tourism development areas
  • 7 strategic clusters in the Southern Philippines
    (Mindanao) covering 26 tourism development areas.

CP-7
CP-5
CP-6
SP-1
CP-4
SP-2
SP-3
SP-4
SP-7
SP-5
SP-6
A
4
Strategic Vision TO BECOME THE MUST
EXPERIENCE DESTINATION IN ASIA.
GOAL An environmentally and socially
responsible tourism that delivers more widely
distributed income and employment opportunities
as indicated by 6.6 M international arrivals and
34.8 M domestic travelers generating PhP1,759
billion in total expenditure, contributing
6.78 to GDP and employing 6.5 million people
by 2016.
Improving market access and connectivity
  • Rapidly expand capacity of secondary
    international airports
  • Expand connectivity between Philippines and its
    key growth markets
  • Implement a strategic access infrastructure
    program between secondary international airports
    and strategic destinations

Developing and marketing competitive tourist
destinations and products
  • Implement a sustainable tourism destination
    infrastructure program
  • Develop diversified tourism products that engage
    local communities
  • Implement a PPP-based mandatory tourism
    enterprise accreditation system and facilitate
    tourism investment and lower cost of business
  • Safeguarding natural cultural heritage and
    vulnerable groups
  • PPP-based marketing strategy and action plan

Improving tourism institutional, governance and
human resource capacities
  • Institutionalize roles and responsibilities of
    DOT and LGUs
  • Develop a competent well motivated and productive
    tourism workforce
  • Improve governance in the area of safety,
    security, and in dealing with tourists

5
Rapidly expand capacity of secondary
international airports
  • Reduce congestion to improve visitors impression
  • Increase passenger handling capacities
  • Prioritize
  • NAIA, Mactan-Cebu, Clark and Davao (2011-2012)
  • Puerto Prinsesa, Iloilo (2012-2013)
  • Laoag and Zamboanga (2013-2014)

6
Expand connectivity between Philippines and its
key growth markets
  • Renegotiate Air Service Agreements with Key
    Growth Market Countries
  • Reduce Air International Air Operations Cost in
    the Philippines
  • Simplify border formalities/procedures for key
    growth markets

7
Implement a strategic access infrastructure
program between secondary international airports
and strategic destinations
International Gateway Strategic Destination
Clusters
  • Improve, rehabilitate, and expand 23 domestic
    airports
  • Improve, rehabilitate, and expand 21 seaports
  • Improve, rehabilitate, and upgrade 28 strategic
    connecting roads with total distance of
    approximately 850kms

Strategic Links
A
8
Implement a sustainable tourism destination
infrastructure program
  • Destination Infrastructure
  • Provision of water and water treatment (6
    locations), power (4 locations), and solid waste
    management in (27 locations)
  • Design and construction of tourism information
    centers and support infrastructure (26 tourism
    development areas)
  • Design and construction of transport terminals
    and services in (26 tourism development areas)
  • Tourism sites access and visitor improvements

9
Develop diversified tourism products that engage
local communities
  • Developing Major Mixed-use Tourism complexes in
    the vicinity of the International Airports
  • Linking local communities to the tourism value
    chain created by the major mix use tourism
    complexes upgraded tourist sites in their
    vicinity
  • Review regulations that impede new product
    development. (e.g. retiree, medical tourism) and
    amend accordingly

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14
Simple Tourism Value Chain
Advising tourist on product, contract
Providing accommodation food, etc.
Transport from the destination
Transport to the destination
Organise event, experience
Hotel, Restaurant
Transport Company
Site Operator, Cultural Group
Transport Company
Travel Agent
CO-ORDINATION OF SERVICES
Tour Operator
Tourism Authority
15
Tourism Value Chain at work
16
Implement a PPP-based mandatory tourism
enterprise accreditation system and facilitate
tourism investment and lower cost of business
  • Design and implementation of a PPP-based
    mandatory tourism enterprise accreditation system
  • Facilitating business investment and simplifying
    business set-up and licensing procedures and cost

17
Proposed Framework of the DOT Accreditation
Process Primary Tourism Enterprises 2012 2016
18
Safeguarding natural cultural heritage and
vulnerable groups
  • Developing uniquely Filipino destinations and
    products
  • Increasing number of heritage sites for
    international recognition
  • Advocating the sustainable use of heritage sites
  • Providing a professional interface between
    sustainable heritage and tourism

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22
Marketing strategy and action plan
  • Consolidate present product offering and develop
    highly-focused new products
  • Design TPB as a product marketing oriented
    organization
  • Define new target markets and undertake market
    penetration.
  • Set up a unique market positioning that boosts
    and differentiates the Philippines as a tourism
    destination.
  • Establishing customized promotional initiatives
    to source markets

23
Market Positioning Approach
24
Product-Market Mix Approach
25
Very High
High
Medium
Low
Very Low
25 - potential
100 - Full potential
75 - potential
50 - potential
0 - potential
Source TL research,
26

Special Interest Segments
Source TL research,
27
National Tourism Marketing Program
  • Strategic Marketing
  • Branding
  • Product Development Clubs
  • Marketing Intelligence
  • International Marketing Network
  • Adapting DOT marketing representation offices
    to market priorities
  • Create DOT regional market offices and use local
    market representatives at country level
  • Operational Marketing
  • Commercialization
  • Promotion
  • Communication
  • Public relations

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29
Forecast arrivals per country of origin 2011 -
2016
30
Institutionalize roles and responsibilities of
DOT and LGUs
  • Clarify the institutional role and responsibility
    of DOT and LGUs in key areas
  • Strengthening tourism governance and policy
    formulation in the DOT
  • Strengthening DOT support for Local Government
    Units (LGUs) by establishing DOT provincial
    units
  • LGU Awareness and capacity building

31
Tourism Governance and Management Model for the
Philippines
32
Develop a competent well motivated and productive
tourism workforce
  • Skills capability building
  • Improving labor relations
  • Professional Tourism Training and Education
  • HR Recognition, Networking, and Development

33
Proposed Tourism and Hospitality Management
Education System (2012 2016)
34
Human Capital Development Philippine Tourism
Industry 2011 - 2016
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Improve governance in the area of safety,
security, and in dealing with tourists
  • Mabuhay! Tuloy Po Kayo Program for CIQS at
    International Ports
  • Expanded DOT TOP-COP Program
  • Tourism Front-Liners Awareness and Values
    Training Program
  • Establish Tourism Crisis Management Unit
  • Pilot PPP based local tourism civil order
    programs in each region targeting reduced
  • Criminality and lawlessness
  • Traffic congestion
  • Littering and waste

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40
NTDP Implementation Approach
  • Full time coordination and supervision of the
    implementation of the strategic programs will be
    required at the national, regional, and local
    level
  • Overall implementation to be coordinated through
  • National Tourism Coordinating Council
  • DOT NTDP Program Implementation Coordination
    Monitoring and Evaluation Unit
  • Infrastructure programs and projects to be
    implemented by related agency project management
    and implementation units

41
Project Implementation Organization Arrangement
42
Infrastructure - Implementation, Financing and
Operations and Maintenance Arrangements
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