1. Culture of Tourism: Private-sector participation
Ronaldo P. Tiotuico
Regional Director
Department of Tourism – Region III
Website

2. 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.

3. 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

4. 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

5. 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

6. 2014 Distribution of Regional Travelers

7. 2015 Distribution of Regional Travelers

8. 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

9. 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?

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

12. 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

13. 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?

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

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

28. 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

29. "Any definition of a successful life must include service to others."
H. Irving Grousbeck