Culture of Tourism: Private-sector participation Ronaldo P. Tiotuico Regional Director Department of Tourism – Region III Email tourismregion3@gmail.com Website www.visitmyphilippines.com

The program is in line with Ambisyon Natin 2040 specifically to the Pagbabago segment of the Vision which aims to “reduce inequality in economic development opportunities.” The tourism industry was identified as one of the priority sectors to achieve the vision of a “relevant, inclusive and sustainable economic growth.”   The tourism industry has a key role in spreading economic growth in all areas of the country as its value chain extends even to the farthest sitio or barangay where tourist attractions are located.

V. PLAN FRAMEWORK VISION: “Must Experience” Destination in Asia Development Goal Developing Competitive Destinations for Inclusive Growth Development Strategy: Priority Cluster Destination Central Luzon as One of Priority Cluster Destinations with the following Tourism Development Areas (TDAs): National Tourism Development Plan TDA1: Subic-Clark-Tarlac Corridor TDA2: Nueva Ecija TDA3: Pampanga TDA4: Bulacan TDA5: Zambales TDA6: Bataan TDA7: Aurora Strategic Directions and Actions Developing Competitive Products and Destination and Promotion Improving Access and Connectivity Improving Governance and Tourism Workforce Tourism Development Areas Strategy Subic-Clark-Tarlac Corridor Subic as Sports, MICE, Leisure Tourism Center Zambales:Beach and Mountain Escape Bataan: Historic Place of Valor This is the Plan Framework The Regional Tourism Action Plan (RTAP) is anchored in the National Tourism Development Plan (NTDP). Our vision is the Philippines to be a must experience destination in Asia Our goal is Developing Competitive Destinations for Inclusive Growth Our Development strategies in the NTDP Central Luzon as One of Priority Cluster Destinations with the following Tourism Development Areas (TDAs): We do the same in the region, but we added themes for each TDAs. Pampanga: Culinary Hotspot Aurora: Surfing Get Away Tarlac: Nature and Pilgrimage Site Bulacan: Cultural/ Historical Hub Nueva Ecija: Agri-tourism Destination Central Luzon Tourism Action Plan Action Plan Regional Action Plan for Developing Competitive Products and Destination and Promotion Regional Action Plan for Improving Access and Connectivity Regional Action Plan for Improving Governance and Tourism Workforce

DEVELOPMENT OF TOURISM CENTERS AND THEMES VI. CORE STRATEGY: DEVELOPMENT OF TOURISM CENTERS AND THEMES Shown on the slide is the Core strategy, the development of tourism centers and themes From the gateway which is Clark up to the Tourism Development Areas of Aurora, Bulacan, Bataan, Nueva Ecija , and Zambales

TOURISM CLUSTERS West Central Luzon Cluster: Zambales, Bataan, SCADC, the Subic Freeport and Olongapo City North Central Luzon Cluster : Pampanga, Angeles City, CSEZ, Tarlac and SCADC South Central Luzon Cluster : Bulacan and Pampanga East Central Luzon Cluster: Nueva Ecija and Aurora

2014 Distribution of Regional Travelers

2015 Distribution of Regional Travelers

Visitor Arrivals 2015-2016 2015 2016 GRAND TOTAL - 3.5M China – 350,317 China – 458,388 USA – 104,340 Korea – 69,725 Korea – 69,074 USA – 64,641 Japan – 33,825 Japan – 15,979

What is the vision we want to pursue? How will you make a difference? What capabilities will it take to get you there? How will you succeed? Strategy Value Mapping What challenge are we working to address and how do we believe we can make a difference? What part of the problem should we work on, what role should we play, and where will we focus our effort? What actions, adaptations and economic models are required and how will we measure our success? What skills and abilities will we need, individually and collectively to create the impact we have set out to achieve?

Mandate and Strategic Direction Pursuant to Tourism Act of 2009 (RA 9593)

Mission 2017-2022 Vision and Strategic Direction Vision Develop a highly competitive, environmentally sustainable and socially responsible tourism industry that promotes inclusive growth through employment generation and equitable distribution of income Strategic Direction Improving Competitiveness and Enhancing Growth Pursuing Sustainability and Inclusive Growth Mission

What is the vision you want to pursue What challenge are we working to address and how do we believe we can make a difference? Where will we play? What part of the problem should we work on, what role should we play, and where will we focus our effort? How will we succeed? What actions, adaptations and economic models are required and how will we measure our success? What capabilities will we need? What skills and abilities will we need, individually and collectively to create the impact we have set out to achieve?

Tourism has a great potential in: poverty reduction through creation of jobs; investments attraction; entrepreneurship opportunities; providing real sense of pride and identity to communities

Developing a Culture of Tourism Ensure peace & order (i.e., cleanliness, traffic) Strong local community participation Commitment to good, honest service National and local gov’t actively building awareness about the Philippines Conscious about building strong value propositions Developing access, accommodations and activities to tourist-ready levels ATTRACT Attitude Change A A ASSURE ACCOUNTABILITY Take full responsibility for tourist’s experience and quality of products Take the initiative to make things happen Enforce standards and good government

A CULTURE OF TOURISM Making each Filipino a stakeholder in the economic recovery and development of the country Honesty, courtesy, fair pricing, quality standards and tourist-friendly services will ensure greater profitability for the Filipino, his family and his community. Tourism is the People’s Business

Culture of Tourism Recognition and acceptance of tourism’s role in community development, creation of opportunities for community stakeholders and poverty reduction. Pride of place – heritage, culture, environment, people Mobilization of resources and efforts to create pride of place among community members

Convergence of Local Policies and Initiatives LGU support Institutionalization and professionalization of local tourism offices Completion of CLUPs and zoning programs Improvement of quality of tour Site-specific planning in TDAs to determine requirements for facilities, basic support infrastructure and environmental carrying capacity Preparation of local human resource development plan Utilization of tourism fees

Action Plan aesthetic enhancement/ beautification Open space/ amusement or green park development Development of walk paths, local art or craft shops Providing areas or venues for sports or outdoor recreation Develop new market-competitive destinations and products cruise tourism in Subic large convention facilities in Clark and Subic

Action Plan entertainment/amusement, sports, ecotourism, wellness, medical and retirement tourism facilities integrated resort Establish TEZs and investment incentives Conduct Cultural Mapping Implement preservation and development of cultural and historical heritage Develop or improve accommodation and other service facilities Intensify promotion of tourism-local industry linkage

Priority Ecotourism Sites Mt. Pinatubo Subic-Bataan Rainforest Talavera Watershed Forest Reserve Yaha Mangrove Patch and Panglit Marine Sea Bed Protected Area Hermana Menor Marine Protected Area Pantabangan-Carranglan Watershed Balanga Wetland and Nature Park Matanda River and Mangrove Stand

Priority Ecotourism Sites Mt. Tapulao Biak na Bato Pawikan Conservation Project Site Mt. Arayat National Park Bataan National Park Minalungao National Park Pinagrealan National Park Roosevelt National Park

Action Plan Marketing and Promotion Develop and promote a unified tourism brand Assess target markets Mobilize various media to help promote CL’s attractions Harmonize marketing and promotion collaterals Organize tour operators Develop tour packages Strengthen market research and database management Build DOT’s market research database Network with academic and other institutions

Action Plan B. Improving Tourism Institutions, Governance and Human Resource Develop and implement a tourism enterprise accreditation system and standards Institutionalize/establish policies for regulating and monitoring tourism enterprises Streamline business permit and licensing system and reduce cost of doing business Institutionalize local tourism offices and build capacities of LGUs Determine and establish an appropriate mechanism for facilitating tourism investment and development [e.g. Investor’s Assistance Office (IAO)] Strengthen stakeholder partnerships

Action Plan Strengthen DOT’s capacity as coordinating and facilitating body Mobilize public and private resource for tourism promotion and product development Develop competent and productive tourism workforce Intensify tourism security Develop and implement programs for safeguarding vulnerable groups Formulate and adopt local tourism codes

Action Plan C. Improving Market Access and Connectivity Organize tourist transport services and rationalize transport fares Study the possibility of alternative transport mode, in particular the revival of the port of Orion for Metro Manila and Central Luzon connection through the western seaboard Identify and build priority tourism road infrastructure Build, install VICs, clean rest stops, directional signage Improve traffic in tourism service centers Promote and improve inter-regional connectivity

The Network of Partners (Sample) Chamber of Commerce Tourism Associations Travel and Tours Gateways for Tourism Local Tourism Council Hotels and Restaurants Others

The Angeles City Tourism Office Sample City Tourism Officer Secretariat Planning and Development Marketing and Promotions Standards and Regulations Assistant Planning Officer Planning Officer Marketing and Promotions Officer Assistant Marketing and Promotions Officer Inspection Coordinator Research and Statistics Research Officer Data Analysts Assistant Inspection Coordinator Information Center Associates

"Any definition of a successful life must include service to others." H. Irving Grousbeck http://www.gsb.stanford.edu/insights/irv-grousbeck-finding-ones-way-entrepreneurial-path