1. Preparing your Local Tourism Development Plan for LGUs
Department of Tourism – Region III
RD Ronnie Tiotuico
Adapt to the unexpected, Create the desirable, Avoid the undesirable.

2. Workshop Outline About RA 9593 and Local Tourism Officers / Councils
Visitor arrivals
Visitor friendly test
Revisit Central Luzon Action Plan
Questions about your place. What do you offer?
What tourism / eco-tourism is all about
What tourism planning is all about? Why is it important?
Play this video – Community – based Tourism
NTDP / SCAD Plan
The eight (8) phases of tourism planning
What DOT can do for you
Conclusion

3. National Policy of Tourism
“The State declares tourism as an indispensable element of the national economy and an industry of national interest and importance, which must be harnessed as an engine of socio - economic growth and cultural affirmation to generate investment, foreign exchange and employment, and to continue to mold an enhanced sense of national pride for all Filipinos.”
- Section 2, Tourism Act of 2009 (RA 9593)

4. DOT Mandate
“The Department of Tourism shall be the primary planning, programming, coordinating, implementing and regulatory government agency in the development and promotion of the tourism industry, both domestic and international, in coordination with attached agencies and other government instrumentalities. It shall instill in the Filipino the industry’s fundamental importance in the generation of employment, investment and foreign exchange.”

5. Shared responsibilities between national and local governments
“Coordination between National and Local Governments. – In view of the urgent need to develop a national strategy for tourism development while giving due regard to the principle of local autonomy, the Department of Tourism, the DILG and LGUs shall integrate and coordinate local and national plans for tourism development. “Local Tourism Development Planning. – LGUs, in consultation with stakeholders, are encouraged to utilize their powers under the Local Government Code of 1991, to ensure the preparation and implementation of a tourism development plan, the enforcement of standards and the collection of statistical data for tourism purposes.

6. Functions of Local Tourism Officers
Preparation of local development plans
Enforcement of tourism standards, laws, rules and regulations
Reports on status of tourism plans and programs, tourist arrivals and inventory of tourism enterprises, employment, occupancy rates, inventory of tourism products and resources
Investment opportunities / investment code
Coordinate with DOT in development and promotion of local tourism

7. Functions of Local Tourism Councils
Assist in the regulation and supervision of tourism-related establishments;
Assist in the matter of licensing of tourism establishments to ensure safe an enjoyable stay of travelers;
Enforce sanitary standards in public restrooms and tourist transport services;
Initiate programs for tourism development
Focus on environmental protection
Classify and evaluate tourism destinations, sites and activities
Guide LGUs in the development and implementation of tourism programs
(source: RA 9593 and DILG MC )

8. Effect 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

9. “DOT’s ultimate goal is to attract not only more tourists, but also better tourists that stay longer and spend more – generating more value for our country.” MORE tourists and MORE value for the Country…

10. How did we perform the previous years? What are the numbers?

11. 2014 Distribution of Regional Travelers

12. 2015 Distribution of Regional Travelers

13. 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

14. Visitor Arrivals by Province
2015
2016
Aurora
.154
.147
Bataan
.244
.332
Bulacan
.81
.107
Clark
1.0M
1.2M
Nueva Ecija
.25
.28
Pampanga
.412
.372
Subic
1.4M
1.6M
Tarlac
.47
Zambales
.164
.205

15. Issues and Challenges

18. ACTION PLAN
A. Developing and Marketing Competitive Tourist Destination and Products
Product Development
3. Develop new market-competitive destinations and products
cruise tourism package (i.e. Subic-Puerto Galera-Boracay Cruise)
large convention facilities in Clark and Subic
entertainment/amusement, sports, ecotourism, wellness, medical and retirement tourism facilities
integrated resort
4. Establish Tourism Enterprise Zones (TEZs) and investment incentives
5. Conduct Cultural Mapping
6. Implement preservation and development of cultural and historical heritage
7. Develop or improve accommodation and other service facilities
8. Intensify promotion of tourism-local industry linkage
Cont.
A. Developing and Marketing Competitive Tourist Destination and Products
Product Development
Develop new market-competitive destinations and products
cruise tourism in Subic
large convention facilities in Clark and Subic
entertainment/amusement, sports, ecotourism, wellness, medical and retirement tourism facilities
integrated resort
Establish Tourism Enterprise Zones (TEZs) and investment incentives
to encourage investments in tourism (i.e. investments in new facilities, expansion, rehabilitation or upgrading), the TDAs shall look into the establishment of Tourism Enterprise Zones and the development of the appropriate incentives for such endeavors. Identified zones shall be delineated or mapped and incorporated in the land use plans of the municipalities or cities encompassing the TEZs.
Conduct Cultural Mapping
Another priority in the NTDP is cultural tourism. Hence we should conduct mapping of cultural heritage sites. the mapped sites will be preserved and developed into tourist attractions for the perpetual appreciation of both local and foreign visitors. To encourage such development, local governments shall put in place the necessary policies and incentives.
Implement preservation and development of cultural and historical heritage
Develop or improve accommodation and other service facilities
Intensify promotion of tourism-local industry linkage

19. ACTION PLAN
A. Developing and Marketing Competitive Tourist Destination and Products
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
Developing and Marketing Competitive Tourist Destination and Products
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
Industry stakeholders, i.e. DOT, LGUs, SBMA, CDC, private organizations, shall review and harmonize promotional collaterals for their efficient production and greater impact. Travel guides/ flyers/brochures shall be unified and made available in visitor information centers. Also, the internet and other forms of social media will be used extensively for posting information or travel guides to include important information such as transport routes and cost.
Organize tour operators
Tour operators in Tarlac, Nueva Ecija, Aurora and Zambales in particular (other areas have organized tour operators) shall be encouraged to organize and participate in promoting destinations in their areas.
Develop tour packages
Strengthen market research and database management
Build DOT’s market research database
Network with academic and other institutions
Market research shall be intensified via public and private sector collaboration. This will improve DOT’s market research function with partnership with academic institutions offering tourism courses for research support. Likewise, the possibility of extending DOT and ATOCEL partnership to cover research shall be examined, while the private sector (e.g. hotels and travel agencies) may be engaged to conduct market surveys. The DOT shall work with these institutions in identifying the needed market research and the mechanics for partnership.

20. 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
B. Improving Tourism Institutions, Governance and Human Resource
Develop and implement a tourism enterprise accreditation system and standards
In a recent world travel and tourism competitiveness index report, the Philippines lagged behind other ASEAN countries. That’s why RA 9593 Tourism Act of has made it a mandate of DOT to ensure enforcement of tourism standards and the accreditation of tourism enterprises to push tourism services to a more competitive level.
Institutionalize/establish policies for regulating and monitoring tourism enterprises
Streamline business permit and licensing system and reduce cost of doing business
Accreditation of tourism enterprises are to be included in the business permit and licensing system
Institutionalize local tourism offices and build capacities of LGUs
While the Tourism Act mandates the creation of local tourism offices, budgetary constraints are preventing LGUs to create such an office. Few LGUs have people assigned to tourism development, others have multiple roles . The LGU should realize the importance of the tourism office. DOT will provide the necessary support through trainings.
Determine and establish an appropriate mechanism for facilitating tourism investment and development [e.g. Investor’s Assistance Office (IAO)]
This will serve as Guide for potential investors where to put their money and facilitate the investment process
Strengthen stakeholder partnerships
Strengthen multi-stakeholder partnerships and industry integration
Tourism Management students learn to:
Promote eco, adventure, destination, and sustainable tourism
Manage hotel and accommodation operations
Develop regional and community tourism marketing plans
Plan meetings, conferences, and events
Advertise to international markets and cultures

21. ACTION PLAN
B. Improving Tourism Institutions, Governance and Human Resource
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
B. Improving Tourism Institutions, Governance and Human Resource
Strengthen DOT’s capacity as coordinating and facilitating body
Effective rendering of DOT’s role requires it to be equipped with the necessary resources, both human and capital, or may taps other institutions to help provide the necessary assistance.
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
Tourism promotion and development should not be at the expense of vulnerable groups, especially women, children and the indigenous groups. Hence, consideration for these sectors’ protection from possible adverse impact must be taken in tourism planning and promotion.
Formulate and adopt local tourism codes

22. 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 Visitor Information Centers (VICs), clean rest stops, directional signage
Improve traffic in tourism service centers
Promote and improve inter-regional connectivity
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

23. Let’s take this simple test…

24. Questions
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?

25. 6. 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?

26. Let’s do some planning

27. Issues and Concerns
What are the important tourism development issues in your community?
Would it be infrastructure?
Would it be human resources development?
Would it be attraction or tourism product improvement?
Is there a need for more marketing and promotion activities?
What should be done first?
How much will it cost to spend on what element of tourism development?

28. Basic Elements of Tourism Development Planning
Tourist attractions / inventory and mapping (natural, cultural, historical)
Tourist facilities and Services (Infrastructure, accommodation establishments, facility survey, supply data)
Market / visitors (visitor survey, visitor profile, etc.)
Critical points: Safety / security, transportation, good infrastructure and quality services
ALL THESE CONSTITUTE YOUR PRODUCT DEVELOPMENT

29. Let’s do a little planning… Let’s start with a video on community-based rural tourism.

30. Tourism 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

31. Eight 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

32. PHASE 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)

33. Setting a Strategic GOAL and VISION/MISSION
SETTING A GOAL?
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 2017.”
IS A SHORT STATEMENT ABOUT WHAT WE WANT TO BECOME. “TO BECOME ONE OF THE MOST PREFERRED DESTINATIONS IN ASIA.”

34. Let’s do a little workshop…

35. Mission, Goals, and Objectives
To provide socially and environmentally responsible tourism at a profit
Goal:
Implement sustainable economic development
Objectives:
Increase visitor spending
Identify areas of unique value for conservation
Attract more tourists
Decrease leakages
Expand the tourism season

36. Workshop #1: What is your Mission / Goal / Objectives?
State you Mission:
State your Goal:
State your Objectives:

37. PHASE 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.

38. Workshop #2: Identify your tourism products
Location
Type of Product
Description

39. PHASE 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.

40. 1. 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

41. 2. 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

42. Resources vs market

43. Workshop #3: PHASE IV: RESOURCE / PRODUCT MARKET MATCHING
Product/Resource
Market

44. Workshop #4: COMPETITIVE PRODUCTS Who is your competition?
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.
Name of Competitor? _______________
Its Product Component: _____________
Its Competitive Features and Special Appeal? _________________________
Market Origin? _____________________
Price Structure? ___________________
Marketing Approach? _______________

45. PHASE IV: 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.

46. Workshop #5: Strengths, Weaknesses, Threats and Opportunities
Attractions & Activities Natural Areas Festivals and Events Specialty Shopping / Dining Destination Accommodation Other Experiences Amenities and Services Other – Infra, marketing, tourism industry assns, community resources

47. Overall Development Plan
Issues/Concerns
What Has been Done
What Needs to be Done
By Whom
Budget
Timeline

48. PHASE V: TOURISM PRODUCT DEVELOPMENT
Preparation of Daily Itinerary
Securing all services and suppliers
Establish Price Structure
Developing a partnership with tour operators and wholesalers

49. Prepare the detailed tour package itinerary
Date:
Time:
Places to Visit/Activities:
Special Events:
Services/Facilities to be offered:
Total Net Cost:

50. Workshop #6: Itinerary
Date and time
Places to Visit
Remarks

51. Workshop # 7: Tour Package Cost
Items
Description
Quantity
Total

52. PHASE VI: MARKETING STRATEGY
It responds to the definition of tourism / eco-tourism
It responds to the development strategy
It meets Important tourism / eco-tourism criteria

53. ANNUAL 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 (social media, etc.)

54. Consider these…. Out–of–the–box marketing (5 days in Africa)
Social media / blog
Volunteerism (giving back to community)
Green tourism
Networking / Interaction
Videos on
Search engine optimization (SEO)

55. Workshop # 8: Marketing your product
Project/Program
Timetable
In-charge
Budget

56. PHASE VII: 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.

57. Let’s do the plan….

58. Action Plan Objective Action Steps
Who will lead the effort? / Who are your partners?
What resources are needed? Where will they come from?
Major Constraints and Issues
Timetable
Measurement / Review

59. Workshop # 9: Action Plan
Action Steps
Who?
Resources Needed
Major Constraints
Timetable
How much
Monitoring

60. Contents of your local tourism development plan
The Local Tourism Industry
Getting Started
The Situation Analysis
Establish a Vision and Develop Goals and Objectives
Develop Action Plan
Implementation
Conclusions

61. What DOT can do for you
Manpower development program for industry personnel
Capacity building for LGUs (effective customer service)
Data gathering / visitor survey / visitor profile
Preparation of local tourism development plan
Preparation of local investment code (BOI)
Classification / accreditation of tourism facilities
Convergence program (DPWH / DILG / DSWD / DTI)
Production of IEC collaterals / maps
Web / online marketing (visitmyphilippines.com / Facebook)
Assistance to festivals and special events
Designation of tourism enterprise zones (TIEZA)

62. Website: www.visitmyphilippines.com
My Contact Information:
Website:
Facebook.com/ronnie.tiotuico

63. Thank you! Bahala na kayo sa buhay nyo!