Title: Planning Your eco/TOURISM Product Workbook A Tourism Development Plan FOR LOCAL GOVERNMENT UNITS
1Planning Your eco/TOURISM Product WorkbookA
Tourism Development PlanFOR LOCAL GOVERNMENT
UNITS
- Department of Tourism Region III
- RD Ronnie Tiotuico
- Based on a handbook produced by CONSERVATION
INTERNATIONAL - Adapt to the unexpected, Create the desirable,
Avoid the undesirable.
2Central Luzon
- 120o45I to 121o21IE longitude and 14o 23I to
16010IN latitude
Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga,
Tarlac, Zambales
Department of Tourism Region III
3Definition of Ecotourism
- World Tourism Organization
- Traveling to undisturbed natural areas with
specific object of studying, admiring and
enjoying the scenery and its wild plants and
animals as well as any existing cultural aspects
found in those areas.
4Definition
- Ecotourism Society
- A purposeful travel to natural areas to
understand the culture and natural history of the
environment taking care not to alter the
integrity of the ecosystem while producing
economic opportunities that make the conservation
of natural resources beneficial to local people.
5Definition
- Pacific Asia Travel Association
- A form of tourism inspired primarily by the
natural history of an area, including its
indigenous cultures. The ecotourist visits
relatively underdeveloped areas in the spirit of
appreciation, participation and sensitivity.
Non-consumptive use of wildlife and natural
resources and contributes to the visited area
through labor or financial means aimed at
directly benefiting the conservation issues in
general and to the specific needs of the locals.
6Questions
1. Do you have attractions that will entice
people to stop and visit? 2. Do you have
hospitality services and facilities available?
3. What experiences are visitors having in the
community? 4. What promotion methods are used?
How well do they work? 5. What are the current
markets?
76. What is the competition for your community?
7. How is tourism related to the community
lifestyle and goals? 8. What roles do community
organizations play in tourism development? 9.
What are trends that affect the tourism industry?
10. What are the community strengths and
weaknesses, problems and opportunities in serving
visitors?
8What ecotourism is all about
- Natural area
- Undisturbed
- Wildlife (plants and animals)
- Cultural biodiversity
- Educational to tourists
- Conservation of nature
- Benefits to local community
9Ecotourism Criteria
- Rich natural attractions and conducive to travel
- Unique features and education to visitors
- Rich in flora and fauna, endemic/endangered
species - Not frequented by commercial tourists
- Native traditions of local people remain
untouched - Rich in biodiversity
- Beneficial to local host population
10The Tourism Boom
- In 1950, only 25 million international tourists
worldwide. In 1997, nearly 25 times larger at 613
million international arrivals. In 2010, 935
million arrivals. Forecast 2020 at 1.5 billion
arrivals. - Direct receipts stood at US448 billion
- WTO predicts by 2010, arrivals will increase to
1.018 billion or 71 more tourists than in 1996. - Direct receipts to rise to US1.55 trillion by
2010
11- Statistics on domestic tourism generally poor
- Domestic generally outnumber intl tourists
- More than 3 billion people travel around their
own country every year - Economic activity generated by domestic and intl
tourism in 1998 is predicted to be US4.4
trillion, providing employment to 230 million
people worldwide
12Trends in Tourism
- Increasing wealth and leisure time
- Decreasing travel cost
- Airline industry expansion
- Fewer travel restrictions
- Countries pursuing tourism as means to create
jobs, diversify their economies and earn foreign
currency - Tourism as a source of private profit and
economic development
13Characteristics of eco-tourists
- Tourists are younger, better educated and better
informed, and have traveled to or visited the
same place before - Tourists are seeking more individualized trips, a
wide range of activities and more authentic
experiences, both environmentally and culturally - Focus is on enjoyment of nature such as beaches,
coral reefs, rain forests and wildlife (about
40-60 of tourists worldwide) - Focus on unspoiled and less developed areas with
low tourist density such as rain forests and
coral reefs - Tourists now have higher sense of environmental
and social responsibility and a greater demand
for tourism products that do not degrade the
environment
14- Survey in the Philippines showed that 70 of
tourists were willing to spend US50 more per
trip to conserve the areas they visited - Tourists are choosing not to visit areas that
have been degraded
15Tourism Planning
- Developing a theme for product ID and development
for tour operators or a community - Guide for future actions
- Solve future problems
- Predict future scenarios
16tourism Planning
- Systematic or a logical sequence of steps
- An opportunity to evaluate alternatives
- Community-based and supports community economic
development - Iterative and dynamic
- Integrated and comprehensive
17RA 9593 National Tourism Act 2009
- What are the functions of a local tourism
officer? - Preparation, implementation and monitoring of
local development plans enforcement of tourism
standards, laws, rules and regulations
submission of reports on status of tourism plans
and programs, tourist arrivals and inventory of
TEs, employment, occupancy rates, inventory of
tourism products and resources investment
opportunities and coordinate with DOT in
development and promotion of local tourism.
18Effect of the law on Local Govt Code
- Focus on shared responsibilities between national
and local governments integration of national
and local plans for tourism development. - Technical assistance, training and other capacity
building measures to LGUs for preparation of
development plans Data gathering, enforcement
laws and regulations - Priority assistance to LGUs with successful
tourism development plans - LGUs to provide inventory of tourism resources
for use in national tourism development plan and - LGUs to report on the status of their tourism
plans and programs
19Eight Phases of tourism Planning
- Phase I Mission Statement and Goal Setting
- Phase II Resource Inventory and Analysis
- Phase III Market Analysis
- Phase IV Product Market Matching/Theme/Concept
- Phase V Overall Development Plan
- Phase VI Tour Product Development
- Phase VII Market Strategy
- Phase VIII Implementation Strategy
20PHASE I MISSION STATEMENT AND GOAL SETTING
- what is important and deeply cared about
- the opportunity to serve a need
- the values to be protected
- what business are you in
- overall purpose for community existence
- Mission means expectations/values Goals means
aims or purposes Objectives means quantified
targets and strategies means types of action - Example Mission (Be healthy) Goal (Lose
Weight) Objective (Lose 10 lbs by Oct. 5)
Strategy (Diet and exercise)
21Setting a Strategic GOAL and VISION/MISSION
- SETTING A VISION/MISSION?
- A GOAL NORMALLY STATES THE DESIRED IMPACT ONE
WANTS TO ACHIEVE. - A FASTER GROWING MORE SUSTAINABLE AND INCLUSIVE
PHILIPPINE TOURISM SECTOR ATTRACTING AROUND 10
MILLION INTERNATIONAL ARRIVALS BY 2016.
- IS A SHORT STATEMENT ABOUT WHAT WE WANT TO
BECOME. - TO BECOME ONE OF THE MOST PREFERRED DESTINATIONS
IN ASIA.
22Mission, Goals, and Objectives
- Mission
- To provide socially and environmentally
responsible tourism at a profit - Goal 1
- Implement sustainable economic development
- Objectives
- Increase visitor spending
- Identify areas of unique value for conservation
- Attract more tourists
- Decrease leakages
- Expand the tourism season
23What is your Mission?
- Your Mission Statement is
24Mission, Goals, and Objectives
- Goal 2
- Encourage community involvement
- Objectives
- implement community action group
- provide opportunities for local investors
25Setting Strategic Directions to Achieve the GOAL
and MISSION
- Poor connectivity to markets
- Inadequate transportation and destination/site
infrastructure - Unsustainable destination and site environments
- Unclear roles responsibilities
- Uncompetitive product (low and inconsistent
standards) - Inadequate investment in marketing
- Insufficient trained skilled staff
- Uncompetitive labor regulations
- Improve access and connectivity to strategic
destinations in the Philippines (1 and 2) - Enhance the environmental attractiveness of the
main tourist development areas (2, 3, and 5) - Enhance institutional structures and quality of
skilled tourism manpower (4, 7 and 8) - Increase investment in product development and
marketing (5 and 6)
26Directions to Achieve Goal
Strategic Constraints Strategic Directions
27PHASE II RESOURCE INVENTORY AND ANALYSIS
- All resources are inventoried on the ff
criteria - 1. attractiveness
- 2. ability to draw visitors
- 3. accessibility and availability of services
- 4. integrity
- 5. contribution to environmental and cultural
protection.
28PHASE II RESOURCE INVENTORY AND ANALYSIS
- Ecotourism Products can be grouped according to
- natural or environmental
- community
- heritage or historic
- cultural
- outdoor recreation
- tourism services
- special events
- information/interpretive services
29Identify your ecotourism products
Product Location Type of Product Description
30PHASE III MARKET ANALYSIS
- There are two sources of market demand that can
contribute to determining an ecotourism product. - primary research, including questionnaires and
interviews with the travel trade and - secondary or desk research including the analysis
of written data or both the local markets as well
as the international tourism markets.
311. PRIMARY RESEARCH
- Primary research generates data, directly from
the travel trade or consumers that is used to
shape the ecotourism product. It is gathered by - informal observation of the ecotourism market
- surveys or interviews with members of the travel
trade (wholesalers, tour operators and local
suppliers such as hotels and resorts, guides,
adventure tour operators, NGOs, etc.) - questionnaires distributed to visitors in your
region/province/community that potentially
represents the ecotourism market
322. SECONDARY RESEARCH
- Secondary or desk research is provided by the
literature and survey results that have been
prepared by others. At the regional, provincial
or community level, it may include - visitor exit surveys
- surveys of the adventure market since there is
very little available data on the ecotourism
market - adventure travel surveys in other provinces or
regions - market research from consumer magazines that
provide nature-based tourism - national/regional planning agencies, travel
associations, city/municipal or provincial
tourism offices
33PHASE IV RESOURCE / PRODUCT MARKET MATCHING
34COMPETITIVE PRODUCTS
- Depending on your location, the competition may
be in an adjacent province or region, or another
ASEAN country. It is important to appreciate that
similar ecotourism operators in an adjacent area
may be a collaborator or contributor to your
overall package.
35COMPETITIVE PRODUCTS
- Name of Competitor? _______________
- Its Product Component _____________
- Its Competitive Features and Special Appeal?
_________________________ - Market Origin? _____________________
- Price Structure? ___________________
- Marketing Approach? _______________
36PHASE V OVERALL DEVELOPMENT PLAN
- Note This phase is very important and is
essential to preparing a professional, marketable
ecotourism product. This workshop provides an
introduction to this process. Final product
development requires additional training and
understanding to be provided in a regional
product development workshop. -
37Stakeholder Issues and Concerns
- Transportation Infrastructure
- Other Issues and Concerns
- Transportation connectivity (air, sea and ground
services) - Access infrastructure (airports, sea ports and
roads) - Destination infrastructure (drainage, solid
waste, power, water, ITC, tourist support) - Site infrasructure (last mile access, parking,
public toilets, information, restoration,
protection)
- Peace order, security and safety
- Quality of tourist facilities and services
- Price and value for money of services
- Weak tourism manpower skills
- LGU tourism capabilities
- Coordination among stakeholders
- Access to tourism markets
38Overall Development Plan
Issues/Concerns What Has been Done What Needs to be Done By Whom Budget Timeline
39PHASE VI TOURISM PRODUCT DEVELOPMENT
- Preparation of Daily Itinerary
- Securing all services and suppliers
- Establish Price Structure
- Developing a partnership with tour operators and
wholesalers
40Prepare the detailed tour package itinerary
- Date
- Time
- Places to Visit/Activities
- Special Events
- Services/Facilities to be offered
- Total Net Cost
41Itinerary
42Tour Package Cost
43PHASE VII MARKETING STRATEGY
- It responds to the definition of Eco-Tourism
- It responds to the development strategy
- It meets Important Ecotourism criteria
44ANNUAL MARKETING BUDGET WORSKEET
- Suggested Components of a Marketing Budget
- ADVERTISING e.g. brochures, newsletter, newspaper
- SALES e.g. trade shows, fam trips, exhibits and
displays, AVPs, web - MARKETING e.g. data analysis, surveys,
questionnaires - OTHER
45Marketing your product
46PHASE VIII IMPLEMENTATION STRATEGY
- ROLES AND RESPONSIBILITIES
- There are variety of agencies, associations,
organizations and companies responsible for the
implementation of a Development Strategy. A
matrix that outlines the specific responsibility
assure response to the opportunity as well as
Action.
47Action Plan
48OTHERS
- FINANCING AND FUNDING SOURCES
- TRAINING REQUIREMENTS
- Culture of Tourism / Customer Service
- Tourism Awareness Seminar
- Basic Tour Guiding Techniques
- Homestay Program
- Accreditation Program
- Waitering and Bartending Seminar
- Front Office Management
- Tourism and E-Commerce
- Travel Agency Operation
- Tourist Safety and Security
49Problems Encountered
- Lack of facilities (e.g. lack of observation
platforms and lodging facilities) - Destructive activities (e.g. illegal logging,
cyanide fishing, etc.) - Lack of basic knowledge on ecotourism
- Lack of resource persons
- Others erosion of trails, disturbance to
wildlife, depletion of trees thru bonfires,
litter and graffiti, garbage and sewage disposal
and culture shock to the community
50THE PHILIPPINE TOURISM BUSINESS SYSTEM
Why go to The Philippines?
TOURIST
Why and how to prioritize tourism?
LOCAL GOVT COMMUNITIES
NATIONAL GOVERNMENT
PRODUCT
Why doesnt everyone else do more to promote
sector?
Minimal investments
Low returns and growth
PRIVATE SECTOR
Why invest in the Philippines?
Source McKinsey Company, 2003
51A Visitor Friendly Test for a Place
- NOTE The following 10 questions provide
approximation to determine the level of
friendliness of a certain tourist-oriented place.
Provide 10 points for each favorable answer. A
passing score is 60. Anything less may probably
spell trouble. - Are the central access points to your community
(road, rail, plane) equipped with visitor
information centers or do they provide
instructions to easily accessible information? - Should an airport be the primary access point,
does it provide a full range of visitor
information services (e.g. accommodation, tourist
booth, visuals on-site, etc.)? - Do visitor facilitators cabs, buses, airline
personnel, security, airport operators,
reservation personnel receive any formal
training and does a system exist to monitor the
quality of visitor facilitator services? - Do hotels/lodges offer in-house television access
channels for visitors with information on events,
attractions, restaurants, and things to do? - Is a single organization or agency responsible
for visitor business and are public funds
provided for its activities?
52Friendly Test .
- Does that organization or agency have a marketing
profile of visitors, and is this profile used for
marketing activities? - Does the places hospitality industry accommodate
foreign visitors needs (language, directions,
special interests, dos and donts)? - Does a range of accommodation exist to meet
actual or expected visitor needs (by price range,
size of facilities, access to site)? - Is access to sites, attractions and amenities
(events, recreational, central location), easily
available at reasonable cost and frequency? - Does the place welcome visitors and accommodate
their needs (commercial hours, credit cards,
language, signage, traffic, parking, public
services)?
53 My Contact Information tourismregion3_at_gmail.com
support_at_visitmyphilippines.comWebsitewww.visi
tmyphilippines.com
54Thank you!