1. Department of Tourism – Region III RD Ronnie Tiotuico Based on a handbook produced by CONSERVATION INTERNATIONAL Adapt to the unexpected, Create the desirable, Avoid the undesirable.

2. Workshop Outline  Visitor friendly test  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?  RA 9593 or National Tourism Act 2009  Worksheet (understanding your visitors, strengths / weaknesses)  About branding  The eight (8) phases of tourism planning  Preparing your local tourism plan (contents)

3. NOTE: The following 10 questions provide approximation to determine the level of friendliness of a certain tourist-oriented place. Provide 10 points for each favorable answer. A passing score is 60. Anything less may probably spell trouble. Are the central access points to your community equipped with visitor information centers or do they provide instructions to easily accessible information? Should a place be the primary access point, does it provide a full range of visitor information services (e.g. accommodation, tourist booth, visuals on-site, etc.)? Do visitor facilitators – hotels, restaurants, jeepneys, calesas, cabs, buses, airline personnel, security, airport operators, reservation personnel – receive any formal training and does a system exist to monitor the quality of visitor facilitator services? Do hotels/lodges offer in-house television access channels for visitors with information on events, attractions, restaurants, and things to do? Is a single organization or agency responsible for visitor business and are public funds provided for its activities?

4. Does that organization or agency have a marketing profile of visitors, and is this profile used for marketing activities? Does the place’s hospitality industry accommodate foreign visitors’ needs (language, directions, special interests, do’s and don’ts)? Does a range of accommodation exist to meet actual or expected visitor needs (by price range, size of facilities, access to site)? Is access to sites, attractions and amenities (events, recreational, central location), easily available at reasonable cost and frequency? Does the place welcome visitors and accommodate their needs (commercial hours, credit cards, language, signage, traffic, parking, public services)?

5. 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? Questions

6. 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?

7. Tourism is all about people who are travelling to and staying in places away from their home. Tourism can involve travel for business, for pleasure, to visit friends and relatives or for other reasons such as shopping or personal business. All overnight trips are considered tourism. And, anyone travelling out-of-town and 40 kilometers or more one way from home on a same-day trip is a tourist. There are exceptions – travel to work, for education, for military purposes, migration, and routine trips (those made at least once a month) are not tourists.

8. Ecotourism Society “A purposeful travel to natural areas to understand the culture and natural history of the environment taking care not to alter the integrity of the ecosystem while producing economic opportunities that make the conservation of natural resources beneficial to local people.”

9. Pacific Asia Travel Association “A form of tourism inspired primarily by the natural history of an area, including its indigenous cultures. The ecotourist visits relatively underdeveloped areas in the spirit of appreciation, participation and sensitivity. Non-consumptive use of wildlife and natural resources and contributes to the visited area through labor or financial means aimed at directly benefiting the conservation issues in general and to the specific needs of the locals.”

10. Natural area Undisturbed Wildlife (plants and animals) Cultural biodiversity Educational to tourists Conservation of nature Benefits to local community

11. Rich natural attractions and conducive to travel Unique features and education to visitors Rich in flora and fauna, endemic/endangered species Not frequented by commercial tourists Native traditions of local people remain untouched Rich in biodiversity Beneficial to local host population

12. In 1950, only 25 million international tourists worldwide. In 1997, nearly 25 times larger at 613 million international arrivals. In 2010, 935 million arrivals. Forecast: 2020 at 1.5 billion arrivals. Direct receipts stood at US$448 billion WTO predicts by 2010, arrivals will increase to 1.018 billion or 71% more tourists than in 1996. Direct receipts to rise to US$1.55 trillion by 2010

13. Statistics on domestic tourism generally poor Domestic generally outnumber intl tourists More than 3 billion people travel around their own country every year Economic activity generated by domestic and intl tourism in 1998 is predicted to be US$4.4 trillion, providing employment to 230 million people worldwide

14. Increasing wealth and leisure time Decreasing travel cost Airline industry expansion Fewer travel restrictions Countries pursuing tourism as means to create jobs, diversify their economies and earn foreign currency Tourism as a source of private profit and economic development

15. Tourists are younger, better educated and better informed, and have traveled to or visited the same place before Tourists are seeking more individualized trips, a wide range of activities and more “authentic” experiences, both environmentally and culturally Focus is on enjoyment of nature such as beaches, coral reefs, rain forests and wildlife (about 40-60% of tourists worldwide) Focus on unspoiled and less developed areas with low tourist density such as rain forests and coral reefs Tourists now have higher sense of environmental and social responsibility and a greater demand for tourism products that do not degrade the environment

16. Survey in the Philippines showed that 70% of tourists were willing to spend US$50 more per trip to conserve the areas they visited Tourists are choosing not to visit areas that have been degraded

17. Developing a theme for product ID and development for tour operators or a community Guide for future actions Solve future problems Predict future scenarios

18. 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

19. RA 9593: National Tourism Act 2009 What are the functions of a local tourism officer? Preparation, implementation and monitoring of local development plans; enforcement of tourism standards, laws, rules and regulations; submission of reports on status of tourism plans and programs, tourist arrivals and inventory of TEs, employment, occupancy rates, inventory of tourism products and resources; investment opportunities; and coordinate with DOT in development and promotion of local tourism.

20. Local Tourism Council Tourism councils including private sector, NGOs and POs are important in initiating programs for tourism development and environmental protection. These councils are to meet on a regular basis to classify and evaluate tourism destinations, sites and activities which will serve as guide in the development and implementation of their respective programs.

21. 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

22. Let’s get started

23. Understanding your visitors Key visitor characteristics (families, couples, young or older, one-day trips or overnight visits) Why are they coming? When are they coming? What do visitors do while in your place? How long do they stay?

24. Potential new markets Who might be your new visitors?

25. Understand what your community has to offer Name of experience / product / activity Operating season Key features and experience Is the market ready?

26. What private tourism businesses offer in your community Name of experience / product / activity Operating season Key features and experience

27. Inventory of accommodations Name of facility Number of rooms Facilities / services

28. Strengths, Weaknesses 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

29. Inventory of other amenities and services Visitor information services Gas stations Banks / ATM Internet / WIFI Convenience stores Specialty shops Parking Welcome signage Directional signage Other

30. What is your BRAND? A brand is a name and symbol or design that identifies and differentiates your destination or product. It is your promise to your customers and tells them what they can expect. Elements of a successful destination: Quality of experience with appeal Outstanding customer service Quality experience that is easy to plan and buy Offering good value Meeting and exceeding customer expectations Products and Amenities that meet contemporary standards Infrastructure and services

31. Overview: Steps in Planning Process Form a planning committee The Situation Analysis Who are your visitors? Who might be your future visitors Establish a Vision / Goals / Objectives Develop the Action Plan Implementation / Monitoring / Evaluation

32. 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

33. 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)

34. SETTING A GOAL ? 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 2016.” SETTING A VISION/MISSION ? IS A SHORT STATEMENT ABOUT WHAT WE WANT TO BECOME. “TO BECOME ONE OF THE MOST PREFERRED DESTINATIONS IN ASIA.” 34 Setting a Strategic GOAL and VISION/MISSION

35. Mission: To provide socially and environmentally responsible tourism at a profit Goal #1: 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. Your Mission Statement is:

37. Goal #2: Encourage community involvement Objectives: implement community action group provide opportunities for local investors

38. Setting Strategic Directions to Achieve the GOAL and MISSION STRATEGIC CONSTRAINTS 1. Poor connectivity to markets 2. Inadequate transportation and destination/site infrastructure 3. Unsustainable destination and site environments 4. Unclear roles & responsibilities 5. Uncompetitive product (low and inconsistent standards) 6. Inadequate investment in marketing 7. Insufficient trained skilled staff 8. Uncompetitive labor regulations STRATEGIC DIRECTIONS 1. Improve access and connectivity to strategic destinations in the Philippines (1 and 2) 2. Enhance the environmental attractiveness of the main tourist development areas (2, 3, and 5) 3. Enhance institutional structures and quality of skilled tourism manpower (4, 7 and 8) 4. Increase investment in product development and marketing (5 and 6) 38

39. Directions to Achieve Goal Strategic ConstraintsStrategic Directions

40. 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.

41. Ecotourism Products can be grouped according to: natural or environmental community heritage or historic cultural outdoor recreation tourism services special events information/interpretive services

42. ProductLocationType of ProductDescription

43. 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.

44. 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

45. 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

47. 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.

48. Name of Competitor? _______________ Its Product Component: _____________ Its Competitive Features and Special Appeal? _________________________ Market Origin? _____________________ Price Structure? ___________________ Marketing Approach? _______________

49. 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.

50. Stakeholder Issues and Concerns Transportation & Infrastructure  Transportation connectivity (air, sea and ground services)  Access infrastructure (airports, sea ports and roads)  Destination infrastructure (drainage, solid waste, power, water, ITC, & tourist support)  Site infrasructure (last mile access, parking, public toilets, information, restoration, protection) Other Issues and Concerns  Peace & order, security and safety  Quality of tourist facilities and services  Price and value for money of services  Weak tourism manpower skills  LGU tourism capabilities  Coordination among stakeholders  Access to tourism markets 50

51. Overall Development Plan Issues/ConcernsWhat Has been Done What Needs to be Done By Whom BudgetTimeline

52. Preparation of Daily Itinerary Securing all services and suppliers Establish Price Structure Developing a partnership with tour operators and wholesalers

53. Date: Time: Places to Visit/Activities: Special Events: Services/Facilities to be offered: Total Net Cost:

56. It responds to the definition of tourism / eco-tourism It responds to the development strategy It meets Important tourism / eco-tourism criteria

57. 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.)

59. 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.

60. 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

61. FINANCING AND FUNDING SOURCES TRAINING REQUIREMENTS Culture of Tourism / Customer Service Tourism Awareness Seminar Basic Tour Guiding Techniques Homestay Program Accreditation Program Waitering and Bartending Seminar Front Office Management Tourism and E-Commerce Travel Agency Operation Tourist Safety and Security (TOP COP)

62. Contents of your Community Tourism Plan  The Local Tourism Industry  Getting Started  The Situation Analysis  Establish a Vision and Develop Goals and Objectives  Develop Action Plan  Implementation  Conclusions

63. My Contact Information: tourismregion3@gmail.com support@visitmyphilippines.com Website: www.visitmyphilippines.com www.visitmyphilippines.com Facebook.com/ronnie.tiotuico