THE PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN 2011-2016 Role of Regional Offices in Destination and Product development By Ludwig Rieder, Tourism Advisor, Asia Foundation, 28 May 2012
Tourism Market Prioritization Opportunity/Niche Markets Market Development Priorities New markets should be targeted, thus avoiding dependency on the main three markets Tourism Market Prioritization Key markets Japan, USA, South Korea, China Strategic markets ASEAN, (mainly Singapore and Malaysia), Australia, Taiwan, Hong Kong, Canada Opportunity/Niche Markets India, Germany, UK, Russia The criteria to set priorities for markets are: the potential market size and its interest in the Philippines’ products, current average length of stay, compound annual growth rate 2001-2010, current average expenditure, current market share in arrivals to the Philippines, the present grade of accessibility to reach the destination from each market and the estimated 2011-2016 growth.
Product Portfolio Development Priorities Nature based Tourism Cultural Tourism Sun and Beach Tourism Leisure and Entertainment tourism MICE Tourism Health,Wellness, and Retirement Tourism Cruise & Nautical Tourism Diving and Marine Sports Tourism Education Tourism Market-product analysis recommends prioritizing Nine tourism products enriching the tourist experience and boosting product diversification
INCLUSIVE DESTINATION CONCEPT 2 3 4 5 12 7 8 9 10 16 14 17 18 23 22 19 1 6 25 27 24 26 32 30 33 34 35 36 37 31 29 28 40 39 38 43 46 44 42 49 50 51 47 48 60 61 63 59 55 53 56 57 54 58 70 69 75 72 74 73 76 78 65 64 67 68 77 11 13 15 20 21 45 52 62 66 71 41 NP-1 NP-3 NP-5 CP-1 CP-2 CP-6 SP-1 SP-2 SP-6 NP-4 SP-7 NP-2 NP-6 NP-7 CP-4 SP-4 CP-3 CP-5 SP-5 SP-3 LEGEND : EXISTING Tourist Development Areas EMERGING Tourist International Airport Principal Airport - Class 1 Principal Airport – Class 2 Community Airport - Sea Port Tourism Cluster International Gateway Strategic Destination Clusters Pipeline Greenfield International Airports INCLUSIVE DESTINATION CONCEPT 20 strategic thematic tourism destination clusters covering 78 Tourism Development Areas 7 strategic clusters in Northern Philippines ( North Luzon, CAR, CALABARZON, NCR ) covering 27 tourism development areas 6 strategic clusters in Central Philippines (MIMAROPA, Bicol, The Visayas) covering 25 tourism development areas 7 strategic clusters in the Southern Philippines (Mindanao) covering 26 tourism development areas.
TOURIST DEVELOPMENT AREAS 2 3 4 5 12 7 8 9 10 16 14 17 18 23 22 19 1 6 25 27 24 26 32 30 33 34 35 36 37 31 29 28 40 39 38 43 46 44 42 49 50 51 47 48 60 61 63 59 55 53 56 57 54 58 70 69 75 72 74 73 76 78 65 64 67 68 77 11 13 15 20 21 45 52 62 66 71 41 NP-1 NP-3 NP-5 CP-1 CP-2 CP-6 SP-1 SP-2 SP-6 NP-4 SP-7 NP-2 NP-6 NP-7 CP-4 SP-4 CP-3 CP-5 SP-5 SP-3 LEGEND : EXISTING Tourist Development Areas EMERGING Tourist International Airport Principal Airport - Class 1 Principal Airport – Class 2 Community Airport - Sea Port Tourism Cluster International Gateway Strategic Destination Clusters Pipeline Green Field International Airports
NTDP Regional Office Roles As managers of the overall tourism development process As coordinators of tourism related public sector tourism infrastructure investments As a catalyst to stimulate and promote investment in product development and ensuring product quality As coordinator of domestic promotional activities As a monitor of performance against specified targets Role Summary: Regional Offices as Regional Destination and Product Development Offices Regional Directors Cluster Destination Managers
NTDP Proposed Functions of Regional Offices Coordination of planning, infrastructure and product development initiatives within and between TDAs of their clusters Mainstreaming the destination clusters, and their TDAs into the development plans at the RDC and LGU level Capacity building and technical assistance to LGUs Accreditation and certification of tourism enterprise standards Introduction and operation of LGU-based tourism statistical system Monitoring, evaluation, and reporting