1. Strategic Tourism Action Plan for the Province of Bataan
Planning Workshop for Tourism Stakeholders
Ronaldo P. Tiotuico (ret.)
Former Regional Director
Department of Tourism – Region III

3. Please rise for the singing of our national anthem

4. The Tourism Planning Process / Learning Objectives
Step 1 – Tourism policy by the national government (DOT) Step 2 – Current Situation – Decide where to go – Formulate action plan – Optimize benefits and minimize negative results Step 3 – Identify roles of stakeholders 1. Government – funding, tourism policy, coordination / liaison with other agencies 2. Tourism industry / businesses / organizations / associations / NGOs / consultants – provide perspectives / inputs 3. Local residents – Hopes and concerns / values / limits of acceptable change Step 4 – Situation analysis (SWOT) Step 5 – Visioning – goals – strategies – objectives (actionable) Step 6 – THE TOURISM PLAN Step 7 – Implementation, monitoring and evaluation

5. 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)

6. 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.”

7. 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.

8. 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

9. 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 )

10. 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

11. “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…

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

13. 2014 Distribution of Regional Travelers

14. 2015 Distribution of Regional Travelers

15. 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

16. Visitor Arrivals by Province
2015
2016
Aurora
.154
.147
Bataan
.244
.332 (3rd)
Bulacan
.81
.107
Clark
1.0M
1.2M (2nd)
Nueva Ecija
.25
.28
Pampanga
.412
.372 (2nd_a)
Subic
1.4M
1.6M (1st)
Tarlac
.47
Zambales
.164
.205 (1st_a)

17. Policy Recommendations Institutional Arrangement
Outline OF THE PLAN
Legal Basis
Plan Purpose
The Plan Methodology
Issues and Challenges
Action Plan
Policy Recommendations
Institutional Arrangement

18. Legal basis
Sanggunian Panlalawigan resolution creating a tourism planning committee to craft and finalize the provincial tourism development plan
Mandate
To develop a tourism development plan for the province of Bataan consistent with R.A ( Tourism Act of 2009) and the Central Luzon Development Plan
RDC perceives the need and opportunity to create a more vibrant tourism industry, it initiated the creation of a special committee on tourism (SCOT) with the mandate to formulate a regional master plan for the development of tourism in Central Luzon. The Committee was formed on February 25, 2011 by virtue of RDC Resolution No and it is chaired by Mayor Edgardo Pamintuan of Angeles City.
The mandate of this committee is to develop a tourism master plan for Central Luzon consistent with R.A ( Tourism Act of 2009) and the Central Luzon Development Plan.
But because we already have a Central Tourism Master Plan, and the National Tourism Development Plan (NTDP) the TWG decided to prepare a Regional Tourism Action Plan, that will guide the local level in the preparation of their local plans.

19. PLAN PURPOSE Plan as Framework
To guide actions toward enhancing tourism development and its accompanying benefits
Plan as Framework
Plan Purpose
Is to guide actions toward enhancing tourism development and its accompanying benefits
It is intended to identify the key interventions needed to propel regional tourism growth, as well as clarify and harmonize the roles of the various tourism stakeholders and local tourism areas.
Plan as Framework
With the regional tourism action plan (RTAP) providing the roadmap, the region aims to attract a bigger share of the growing number of tourists. More tourists mean more business, more work and more income for the people of Central Luzon.

20. develop the province’s tourist attractions or products
THE PLAN CORE STRATEGY
develop the province’s tourist attractions or products
establish and harmonize the institutions and systems essential for the efficient development, promotion and management of tourism
The Plan
develop the region’s tourist attractions or products
establish and harmonize the institutions and systems essential for the efficient development, promotion and management of tourism

21. Action Steps
RA 9593, otherwise known as National Tourism Act of 2009, requires all local government units to take initiative in formulating their own local tourism action plan in line with the pertinent provisions of the National Tourism Development Plan
The provincial tourism office in coordination with the former regional director of the Department of Tourism – Region III conducted a two- day seminar workshop on the crafting of the strategic tourism action plan on Oct at the Bataan Tourism Center
Final crafting of plan by provincial tourism stakeholders – June 6, 2018
Crafting of the final draft and presentation to the provincial legislative council for ratification
Presentation to the governor for approval
Implementation and monitoring of plans, programs and activities (provincial tourism office and tourism council)

22. Participants to Oct. 26-27 Workshop
Bataan Peninsula Tourism Council Foundation, Inc.
Morong Hotel, Resort and Restaurant Owners Assn.
Bagac Beach Resort Owners Assn.
Genesis Transport Service
Bataan Historical Council
Bataan Food and Non-food Manufacturers Assn., Inc.
Bataan Peninsula Tour Guides
Provincial Tourism Office
Provincial Planning
Bataan Provincial Police Office (PNP)
Provincial Legal Office

23. PLAN FRAMEWORK Central Luzon
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

24. DEVELOPMENT OF TOURISM CENTERS AND THEMES
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

25. 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

26. PRIORITY ECOTOURISM SITES
Hermana Menor Marine Protected Area
Pantabangan-Carranglan Watershed
Balanga Wetland and Nature Park
Matanda River and Mangrove Stand
Mt. Pinatubo
Subic-Bataan Rainforest
Talavera Watershed Forest Reserve
Yaha Mangrove Patch and Panglit Marine Sea Bed Protected Area
These are the priority ecotourism sites identified by the Regional Ecotourism Council

27. 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

28. Bataan as a destination
Workshop Output
Bataan as a destination

29. Vision A world-class destination Protection of the environment
Globally competitive
Haven for peace, progress and justice

30. Mission Enhance equal opportunities and advocate social justice
Promotion of the province as an industrial hub
Develop the province into a globally competitive destination
Develop the province as a model for sustainable development
Protection of the province’s lush forest reserve, aquatic and marine resources
Development of livelihood and job opportunities
Efficient delivery of tourism – related basic services
Upgrading of manpower skills in travel and tourism
Enhance equal opportunities and advocate social justice

31. IMPORTANT QUESTIONS

32. Questions
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?

33. Issues and Challenges

34. 1. Tourism Product Development and Marketing
Issues and Challenges
1. Tourism Product Development and Marketing
Underdeveloped or poorly maintained tourist attractions
Fragmented tourism planning and development
Low level of and uncoordinated marketing and promotions
limited resources
lack of organized tourism packages
poor coordination among tourism industry players
low level of market research
Too much focus on Subic and Clark as tourism destinations
There are three (3) tourism development issues/challenges identified in Central Luzon.
Tourism Product Development and Marketing
Access
Governance and Human Resource Development
For Tourism product development and marketing the TWG cited the following issues:
Underdeveloped or poorly maintained tourist attractions
Fragmented tourism planning and development
Low level of and uncoordinated marketing and promotions
limited resources
lack of organized tourism packages
poor coordination among tourism industry players
low level of market research
Focus on Subic and Clark as tourism destination

35. 2. Access Issues and Challenges Traffic
Lack of regular public transport system ( sea travel to Orani – Manila - Orani)
Relatively high transport cost
Travel between points hampered by:
Traffic
inefficient, inadequate and uncoordinated transport system
lack of directional signage, street lights and visitor information centers
Poor or no access roads leading to destinations
2. Access
Lack of regular public transport system
High transport cost
Travel between points (outside of the Subic-Clark Corridor) hampered by:
Traffic
inefficient, inadequate and uncoordinated transport system
lack of directional signages and visitor information centers
Poor or no access roads

36. Issues and Challenges 3. Governance and Human Resource Development
Lack of coordination among industry players
Need for:
improving systems and policies for facilitating tourism investment and delivering quality services
developing/enhancing capacities for tourism planning and implementation of development programs
developing skills and capacities of manpower compatible with the requirement of the tourism industry
Mandatory accreditation of tourism-related establishments
Drowning incidents in beach resorts
Provincial Tourism / Investment Code
Tourism Accessibility for tourism establishments (PWDs)
3. Governance and Human Resource Development
Lack of coordination among industry players
Need for:
improving systems and policies for facilitating tourism investment and delivering quality services
developing/enhancing capacities for tourism planning and implementation of development programs
developing skills and capacities of manpower compatible with the requirement of the tourism industry

37. 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.)
Branding, promotion, institutional elements, community awareness, education and training
Critical points: Safety / security, transportation, good infrastructure and quality services
ALL THESE CONSTITUTE YOUR PRODUCT DEVELOPMENT

38. Critical Points of Tourism Planning
Product Development (visitor experience / activities, festivals, tourist attractions, tourism establishments, souvenir centers, tourism centers, etc.)
Infrastructure Development (access roads, signage, accessibility, transport, etc.)
Marketing and Promotion (online marketing, blog, website, collaterals, etc.)

39. Why do plans fail? Lack of funding Lack of political will
Inept administrators

40. Bataan’s Tourism Attractions cited by CL Tourism Action Plan
Historical/Cultural
Araw ng Kagitingan (March 30 to April 9)
May Flower Festival ng Pagbubunyi (May)
Las Casas; Holy Week ritual
Pilgrimage Tour
Eco Tour
Pawikan Festival and wetland migratory birds
Sports Tourism
Mountain biking
Beach/Inland Resort Tourism

41. Strategic Action Plan
PRODUCTS, SERVICES AND INFRASTRUCTURE DEVELOPMENT
It is highly recommended that the province develop a set of road tours or the so-called tourist circuits that will connect various next-door towns and form one or two close-knit tour packages. Attention may be accorded the following: nature and eco-trail, historical and cultural trail, green trail, and culinary, outdoor recreation.
That the province consider developing and highlighting, outside its core tourist attractions and destinations, far more interesting places and activities such as diving, culinary and marine sports, to include music and the arts plus shopping, among other activities.
Encourage the participation of private sector investments (travel and tours, accommodation establishments, resorts and activity-driven organizations) in developing tours to be offered at reasonable cost.
Evaluate the status of road conditions leading to tourist destinations and service centers for submission of proposals to relevant government agencies for possible improvement.

42. Strategic Action Plan (Con’t)
Review the availability and state of facilities and quality of service in ecotourism sites and consider raising the level of service standards thru training and capability enhancement programs for tourism workforce.
Implement the mandatory DOT accreditation of primary tourist establishments in key destinations and to ensure that the same abide by the international standard of service as required by any and all regulatory government agencies.
Consider the crafting of the provincial tourism investment code with provisions for incentives in order to encourage the development of tourist infrastructure facilities in key areas.
Consider the identification and development of emerging tourist attractions in the province, particularly farm tourist sites and faith tourism as part of its core tour package development.

43. Strategic Action Plan (con’t)
In enhancing the tourist destinations, attention shall be given to increasing the activities that tourists can engage including the following:
• Developing unique features, such as architecture, customs and
traditions
• Enhancing the aesthetic character/environment or 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

44. Strategic Action Plan (con’t)
MARKETING
Apart from the usual website maintenance and development, the province may do well to consider maintaining coordination with bloggers and social media practitioners to ensure the promotion and marketing of the province as one of key destinations in the region.
Link up with the Department of Tourism in promoting its More Fun in the PH / Bring Home a Friend program in an effort to attract more foreign-based tourists to come and revisit the province.
Continue to coordinate with the regional office of the Department of Tourism in the production and distribution of marketing collaterals and flyers.
Coordinate with the regional office of the Department of Tourism in making the province’s presence felt at the meet and assist counter at the Clark International Airport in cooperation with the private sector associations and NGOs.
Engage private stakeholders in the formulation of tourism brand for the province to uniquely identify the same in accord with its unique character and features that differentiate it from other provinces.

45. Strategic Action Plan (con’t)
INSTITUTIONAL GOVERNANCE AND HUMAN RESOURCE DEVELOPMENT
Prioritize the enactment of local ordinances and laws that ensure the environmental protection and preservation of the province’s natural and ecotourism resources.
Sustain the active participation of tourist – related provincial and municipal tourism councils and stakeholders organizations in the implementation and monitoring of tourism projects and activities.
Institutionalize the concept of pride of place and culture of tourism in all levels of society thru mainstream information and communication, particularly in the education department.

46. Strategic Action Plan (con’t)
Prioritize the gathering of statistical data on visitor arrivals on a regular basis tapping in particular the hotels and other accommodation establishments as part of the province’s market research and intelligence.
Secure the institutional support of the Department of Environment and Natural Resources (DENR) in crafting ecotourism management plan for the province’s protected areas and ecotourism sites.
Conduct cultural mapping and implement preservation and development of cultural and historical heritage sites.
Provide for the protection of children, women, indigenous people and other vulnerable groups from the adverse social impacts of tourism.

47. Workshop: Action Plan Action Steps Who will do it Resources Needed
Timetable
How much
Monitoring
Product Development / Marketing
Improve ecotourism sites / cultural / resorts (identify)
Inventory of tourist attractions / establishments
Tour packages / circuits
Research / Data collection
Website / blogs / Social media
Improving access and connectivity
Improve road conditions leading to destinations
Improve public transport system (land and sea)
Transport cost / Traffic / Signage
Visitor information center in key areas
Improving governance and tourism workforce
Local ordinances (Investment code, accreditation, safety, etc)
Manpower skills training / development
Mandatory accreditation of enterprises
Security / Safety in destinations / resorts
Local tourism councils / tourism officers
Accessibility (PWDs)

48. Presentation by groups

49. Next step… Finalization of draft tourism action plan
Presentation to provincial tourism office for review
Presentation to sanggunian panlalawigan for review and ratification
Presentation to Office of the Governor for approval
Printing and distribution to stakeholders
Implementation and monitoring by provincial / city / municipal tourism offices

50. END OF SESSION