1. DANIEL G. CORPUZ Undersecretary Philippine Department of Tourism
Progress Report on Philippine Tourism Development
DANIEL G. CORPUZ
Undersecretary
Philippine Department of Tourism

2. Visitor arrivals to the Philippines 2006-2010
Visitor arrivals in 2010 increased by 16.7% vis-a-vis 2009 level
Visitors from East Asia totalling to 1.2 million accounted for 44.4% of the overall tourist traffic
Arrivals from Europe accounted for 10% share to total inbound
Visitors from ASEAN grew by 16.7% for 255,586. Intra-ASEAN traffic accounted for a modest share of 8.4% to total visitors
Inbound visitors expanded at an annual average growth rate of 4.5% in the last five years; while 6.2% in the past ten years.
8.4
8.7
1.53
-3.90
16.68

3. Top markets, 2010/2009
Korea rebounded as the country’s top source market in 2010 with hefty 48.7% growth in visitor volume
Japan posted a remarkable 10.3% increase in arrivals after experiencing a decline in the past three years
China and Hongkong registered positive growth of 20% and 8.9% respectively despite the impact of August incident
Taiwan and Australia continued to show robust growth in visitors at 39% and 11%, respectively
New growth markets: India and Russia registered 5% and 33% increases in arrivals

4. Tourist Arrivals from the Middle East (2010/2009)
Total Arrivals: 48,716
Growth Rate: 4.07%

5. Key Tourism Products and Target Markets
Bird Watching
Source Markets: USA, Canada, Australia, and UK
Competitive Advantage:
- variety of endemic bird species
- access to bird watching sites
- availability of bird watching guides
- safe, comfortable and clean accommodation
- availability of other natural and cultural
attractions in destinations
Diving
Source Markets: USA, Canada, Hong Kong, Russia, Italy
Switzerland, Japan, Australia
Competitive Advantage:
- sites with good visibility and varied marine species
- value for money/ quality accommodation with complete
facilities and safe dive equipment
- qualified and trained dive masters/ instructors

6. Key Tourism Products and Target Markets
Leisure Holiday and General Tourism
Source Markets: Korea, Taiwan, USA, Canada,
India, Malaysia, Middle East
Competitive Advantage
- high end resort facilities
- health and wellness activities
- shopping, dinning and entertainment
- light adventure/ sightseeing areas
Meetings, Incentives, Conferences and Exhibitions (MICE)
Source Markets: Australia, USA, Canada, Singapore,
Malaysia, India, Vietnam
Competitive Advantage
- venues with safe, secure and well-equipped MICE
facilities
- big accommodation facilities for big groups
- post tours and activities (e.g. sightseeing, local food)
- incentivized activities (dining, shopping, wellness)
- availability of local event organizers/ planners

7. Key Tourism Products and Target Markets
Medical Tourism (Health and Wellness)
Source Markets: USA, Canada, Australia, ME, HK
Competitive Advantage:
- JCI accredited hospitals
- luxurious hospitals nearby accommodations
- medical tour packages that include medical
procedures and recuperation
- medical concierge
Education Tourism (ESL, et. al)
Source Markets: Korea, Taiwan, Vietnam, Japan, Hong Kong
Competitive Advantage
- ESL and other degree courses for foreign students
- language learning institutions accredited by BI and DOT
- light adventure and sightseeing activities
- availability of professional and qualified teachers

8. Key Tourism Products and Target Markets
Golf
Source Markets: USA, Korea, Japan, HK, Canada
Competitive Advantage
- world class golf courses with de luxe and
first class accommodation facilities
- spa and wellness facilities nearby golf areas
- light activities (e.g. shopping
- side trips to other leisure destinations
Adventure (surfing, water sports, hiking, biking, etc.)
Source Markets: Australia, UK, Malaysia, USA, Canada
Switzerland, Japan, Australia
Competitive
- accessible and exceptional adventure sites
- accommodation facilities near adventure sites
- seamless travel
- facilities and graded equipment

10. Top Tourist Destinations
Camarines Sur
Metro Manila
Cebu
Boracay Island
Davao
Palawan
Bohol

11. Camarines Sur
“…every stay is a revelation.”
Water Sports
Adventure

12. Metro Manila Culture History Shopping
“…the political, economic, social, cultural, and educational center of the Philippines.”
Culture
History
Shopping

13. Cebu
“...the main center of commerce, trade, education and industry in the Visayas.”
Culture
History

14. Boracay Island Swimming White Sand beaches Water Sports
“…palm-studded island – with white, talcum-fine sand beach, balmy weather and warm, crystalline waters - iike a hypnotic magnet that lures many to a lotus existence. “
Swimming
White Sand beaches
Water Sports

15. Davao Tradition Adventure Richest City outside of Manila
Home of the Philippine Eagle
“…named by the Foreign Direct Investment Magazine as the 10th "Asian City of the Future“ (2007/08)

16. Palawan Wonders of Nature Diving The World’s Largest Pearl
“Outdoor recreation and stewardship of natural heritage. Pleasure and enjoyment plus environmental protection.”
Wonders of Nature
Diving
The World’s Largest Pearl
City of World Heritage
Palawan

17. “God’s Little Paradise”
Bohol
“God’s Little Paradise”
Wonders of Nature
Diving
Culture
History

18. 4/21/ :13 AM

19. Tourism Crisis Management Scheme
Department of Tourism
Tourism Crisis Management Scheme
Crisis Management Team (CMT)
Crisis Communications Team (CCT)
ASEAN Crisis Communications Team (ACCT)

20. The illustration shows the structure within the Department of Tourism when a crisis related in tourism arises. A Crisis Management Team (CMT) will be created within the Department and a Crisis Communications Team will be one of the sub-teams to be created within the CMT.
If the crisis became a potential crisis for the whole ASEAN region, a member of the DCCT will be appointed as the representative in the ACCT. This is to ensure that the ACCT has access to facts of the crisis at source and the DOT’s communications plans.
However, it is only in the event that the incident is deemed as a potential crisis for tourism in the region that the ACCT representative needs to inform the ACCT. The ACCT will then be responsible in minimizing the impact of the crisis on ASEAN tourism through effective communications.

21. Endorsed Tourism Projects, 2010
Total amount of Php billion tourism projects were endorsed for grant of incentives from January to November 2010
Accommodation sector accounted the biggest share at Php 17 billion with 2,598 rooms expected to be available and 3,834 employment to be generated once operational
Among new hotels expected to be built are: Solaire Manila (494 rooms), Entrata Hotel (345 rooms) renovation of Holiday Inn Galleria Manila (285 rooms) and Midas Hotel and Casino (230 rooms)

24. New Bohol International Airport
Economic development in the province with tourism as a major industry
Some 862 rooms are expected to open between 2010 – 2013, more are anticipated as demand continuous to increase
New tourist products and services are being developed and promoted in various markets
New Bohol International Airport
Actual and Projected Passenger Arrivals at Tagbilaran Airport, 2005 – 2025
Passenger traffic AAGR = 30.26%
Increasing foreign and domestic traffic
Increasing passenger crowding at the arrival and departure areas
Not enough facilities for international and charter flights from major source markets
Source: Department of Transportation and Communications
15 September 2011 – Bid Deadline 24

25. Puerto Princesa Airport Development
Active national and local government support to environmental initiatives
2,632 rooms are expected to open between 2010 to 2013
Ecotourism and nature tourism products are being geared up for Palawan
Puerto Princesa Airport Development
Actual and Projected Passenger Arrivals at Puerto Princesa Airport, 2005 – 2025
Passenger traffic AAGR = 22.38%
Arrival area is not convenient for travelling public, unable to process large number of passengers comfortably
No provision for CIQ for international flights
Five local airlines are currently servicing the airport
Source: Department of Transportation and Communications
24 July 2011 – Bid Deadline 25

26. Daraga International Airport
Passenger traffic AAGR = 22.3%
Need to develop a new airport with international standard to supplant Legaspi Airport as the main tourist gateway to Bicol region
Substantial investments in hotel and resort development are being poured by private sector and local government units in Albay and nearby provinces of Camarines and Sorsogon
New tourism products and events being developed and promoted to international and local tourists
Daraga International Airport
Actual and Projected Passenger Arrivals at Legaspi Airport, 2005 – 2025
Source: Department of Transportation and Communications
15 November 2011 – Bid Deadline 26

27. Kalibo International Airport
Promotion of Boracay Island as premier holiday and resort destination in Central Philippines
Some 1,313 rooms are expected to open in Boracay Island between 2010 to 2013
Increasing international charter and domestic operations
Kalibo International Airport
Actual and Projected Passenger Arrivals at Kalibo International Airport, 2005 – 2025
Fast becoming an important international gateway to Western Visayas, especially,
Boracay Island
Three local airlines have at least two flights a day, and five (5) international chartered flights have twice or three times a week
Charter flights from Taiwan, Korea and China are occasionally mounted
Passenger traffic AAGR = 42.38%. Annual airport capacity is 1 million
Source: Department of Transportation and Communications 27

28. Mactan-Cebu International Airport
5,631 rooms are expected to open between 2010 to 2013
Malapascua and Bantayan Islands in Northern Cebu are fast becoming major destinations for diving and water sports activities
Investments in accommodation and travel and tour operation are expanding
Actual and Projected Passenger Arrivals at Mactan-Cebu Intl Airport, 2005 – 2025
Passenger traffic AAGR = 13.46%. Capacity per annum is 4.5 million. Five local and six international airlines uses the airport
Tourist arrivals in Cebu expanded by 4.34% in 2009
% share of visitor arrivals from Mactan-Cebu Airport grew from 10.49% in 2005 to 12.17% in 2009, making it the second busiest international airport in the country
Source: Department of Transportation and Communications 28

29. Plans and Programs, 2011 Planning and Product Development
Develop a New National Tourism Development Plan/Strategy (RA 9593)
Undertake product diversification and enhancement
Pursue destination development with focus on access and infrastructure (RA 9593)
Provide capacity building on Local tourism planning and data gathering (RA 9593)
Promote public-private partnership (PPP)

30. Plans and Programs, 2011 Standards and Investments
Formulate new and update existing standards
Implement the mandatory accreditation of primary tourism enterprises (RA 9593)
Develop and implement human resources upgrading program
Facilitate investments in Tourism Enterprise Zones and Strategic Destination Areas (BOI, PEZA and TIEZA)

31. Plans and Programs, 2011 Marketing and Promotions
Develop a New Philippine Tourism Brand
Focus on above the line marketing
Advertising
New Media – social networking and Internet
Trade and consumer promotions
Maximize growth in new markets – e.g. China, India, Russia and Middle East
Enhance domestic tourism promotion

32. Thank you!