THE%20PHILIPPINE%20NATIONAL%20TOURISM%20DEVELOPMENT%20PLAN%202011-2016 - PowerPoint PPT Presentation

View by Category
About This Presentation
Title:

THE%20PHILIPPINE%20NATIONAL%20TOURISM%20DEVELOPMENT%20PLAN%202011-2016

Description:

Title: THE PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN 2011-2016 Author: APPI Last modified by: Christian Lingat Created Date: 6/27/2011 3:49:07 AM – PowerPoint PPT presentation

Number of Views:634
Avg rating:3.0/5.0
Slides: 43
Provided by: appi
Learn more at: http://www.visitmyphilippines.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: THE%20PHILIPPINE%20NATIONAL%20TOURISM%20DEVELOPMENT%20PLAN%202011-2016


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.
GOALAn 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

10
(No Transcript)
11
(No Transcript)
12
(No Transcript)
13
(No Transcript)
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
ProcessPrimary 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

19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
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
Nature-based tourism Sun Beach Cultural tourism Shopping, Leisure Entertainment Health and Wellness tourism MICE Educational Tourism
Key growth markets Key growth markets Key growth markets Key growth markets Key growth markets Key growth markets Key growth markets
Domestic Market
Japan
South Korea
USA
China
Strategic markets Strategic markets Strategic markets Strategic markets Strategic markets Strategic markets Strategic markets
Australia
Singapore
Malaysia
Canada
Opportunity markets Opportunity markets Opportunity markets Opportunity markets Opportunity markets Opportunity markets Opportunity markets
India
Hong Kong
Taiwan
Russia
Niche markets Niche markets Niche markets Niche markets Niche markets Niche markets Niche markets
UK
Germany
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

28
Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD) Marketing Action Plan Budget 2012-2016 (USD)
              2012 2013 2014 2015 2016 TOTAL
     
1. Strategic Marketing Program 1. Strategic Marketing Program 1. Strategic Marketing Program 1. Strategic Marketing Program       795,000 50,000 390,000 300,000 390,000 1,925,000
  Sub-porgram 1 Philippine's Tourism Positioning Management Sub-porgram 1 Philippine's Tourism Positioning Management Sub-porgram 1 Philippine's Tourism Positioning Management Sub-porgram 1 Philippine's Tourism Positioning Management Sub-porgram 1 Philippine's Tourism Positioning Management   355,000 50,000 50,000 50,000 50,000 555,000
  Sub-porgram 2 Tourism Product Clubs Development Franework Sub-porgram 2 Tourism Product Clubs Development Franework Sub-porgram 2 Tourism Product Clubs Development Franework Sub-porgram 2 Tourism Product Clubs Development Franework Sub-porgram 2 Tourism Product Clubs Development Franework   190,000 - 190,000 100,000 190,000 670,000
  Sub-program 3 Marketing Intelligence Management Sub-program 3 Marketing Intelligence Management Sub-program 3 Marketing Intelligence Management Sub-program 3 Marketing Intelligence Management Sub-program 3 Marketing Intelligence Management   250,000 - 150,000 150,000 150,000 700,000
2. Tourism Marketing Network Program 2. Tourism Marketing Network Program 2. Tourism Marketing Network Program 2. Tourism Marketing Network Program       750,000 3,041,068 3,087,759 3,140,841 3,201,190 13,220,859
  Sub-program 1 International Network Offices Sub-program 1 International Network Offices Sub-program 1 International Network Offices Sub-program 1 International Network Offices     450,000 2,700,000 2,700,000 2,700,000 2,700,000 11,250,000
  Sub-program 2 Fostering National Tourism Sub-program 2 Fostering National Tourism Sub-program 2 Fostering National Tourism Sub-program 2 Fostering National Tourism     300,000 341,068 387,759 440,841 501,190 1,970,859
3. Operational Marketing Program 3. Operational Marketing Program 3. Operational Marketing Program 3. Operational Marketing Program       9,477,000 13,050,547 15,195,698 17,305,945 20,837,995 75,867,184
  Sub-program1 Commercialization Sub-program1 Commercialization Sub-program1 Commercialization       960,000 1,877,613 2,127,219 2,665,461 3,669,206 11,299,499
  Sub-Program 2 Promotion Sub-Program 2 Promotion Sub-Program 2 Promotion       4,265,000 6,138,857 7,322,641 8,092,293 9,715,254 35,534,044
  Sub-program 3 Communication Sub-program 3 Communication Sub-program 3 Communication       2,334,000 2,853,513 3,266,765 3,729,745 4,249,260 16,433,282
  Sub-program 4 Public Relations Sub-program 4 Public Relations Sub-program 4 Public Relations       1,148,000 1,305,155 1,483,825 1,686,953 1,917,888 7,541,820
  Sub-program 5 Market Intelligence Sub-program 5 Market Intelligence Sub-program 5 Market Intelligence       770,000 875,409 995,248 1,131,493 1,286,388 5,058,538
TOTAL BUDGET MARKETING MACRO PROGRAM TOTAL BUDGET MARKETING MACRO PROGRAM TOTAL BUDGET MARKETING MACRO PROGRAM TOTAL BUDGET MARKETING MACRO PROGRAM TOTAL BUDGET MARKETING MACRO PROGRAM     11,022,000 16,141,615 18,673,457 20,746,786 24,429,185 91,013,043
29
Forecast arrivals per country of origin 2011 -
2016
2011 2012 2013 2014 2015 2016 CAGR
Korea 792.466 855.863 941.449 1.082.666 1.245.066 1.469.178 11
USA 636.175 687.069 755.776 846.469 931.116 1.024.227 8
Japan 286.995 286.995 295.605 304.473 319.697 335.682 3
China 215.563 254.364 305.237 381.546 496.010 669.614 21
Australia 165.165 184.985 203.484 234.006 269.107 312.164 11
Taiwan 149.008 156.458 164.751 175.459 188.180 203.235 5
Hong Kong 143.108 153.555 165.225 178.856 195.848 216.412 7
Singapore 135.613 151.887 179.226 211.487 253.784 317.230 15
Canada 111.131 116.243 121.706 129.617 139.338 151.182 5
United Kingdom 101.771 106.860 112.203 117.813 125.471 136.763 5
Malaysia 89.257 99.968 114.963 132.208 153.361 180.966 13
Germany 60.487 62.301 64.793 68.033 72.115 77.884 4
India 38.039 42.604 48.994 57.813 68.220 78.453 13
Russia 15.521 16.607 17.936 20.088 23.101 26.335 9
Scandinavia 51.237 55.080 59.486 64.536 70.990 78.089 7
Others 727.937 815.290 913.125 1.031.831 1.176.287 1.340.967 11
TOTAL 3.719.473 4.046.128 4.463.959 5.036.903 5.727.691 6.618.381 11
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 DevelopmentPhilippine Tourism
Industry2011 - 2016
35
(No Transcript)
36
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

37
(No Transcript)
38
(No Transcript)
39
Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s) Provisional Cost Estimates of NTDP in (PhP 000s)
2011 2012 2013 2014 2015 2016 Total
Improving market access and connectivity 5,000 3,787,320 3,798,600 1,760,950 1,416,185 339,685 11,107,740
Developing and marketing competitive tourist destinations and products 0 3,957,811 6,747,997 7,279,105 4,607,570 1,448,838 24,041,322
Improving tourism institutional, governance and human resource capacities 0 171,194 170,399 69,961 64,340 64,340 540,233
Grand Total 5,000 7,916,325 10,716,995 9,110,016 6,088,095 1,852,863 35,689,295
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
Type of Infrastructure Lead Agency Mode of Financing Capex and OM Possible Financing Partners Project Implmentation
1. Secondary International Airport Infrastructure Upgrading Program DOTC Annual Budgets Project Loans User fees and charges Public sector lenders Private Sector as providers and OM DOTC Project Management and Implementation Units
2. Air, sea and land connectivity to strategic cluster destination entry points improvement program DOTC/ DPWH Annual Budgets Program/Project Loans User fees and charges As above DOTC/DPWH Project Management and Implementation Units
3. Tourist development area utility destination infrastucture program DPWH/ LGUs Annual Budgets Program/Project Loans User fees and charges As above DPWH/LGU Internal Project Management and Implementation Units
4. Tourist center support and site visitor infrastructure program DOT/DENR/NCCA/ LGUs Program Loans LGU Counterpart User fees and charges As above Specially created Project management and Implemetation Units
About PowerShow.com