The National Development Plan: Strengthening the Philippines Strategic Planning Process 6 th UNWTO Executive Training Program,25-28 June 2011, Bhutan
Presentation Outline Imperatives for Strategic Planning Strategic Planning Process The National Development Plan Sustainable Indicators Lessons from Previous Plans
TOURISM ASSETS AND DESTINATIONS The Philippines possesses a broad range of natural and cultural heritage tourism assets as well as a growing number of beach and urban leisure and entertainment facilities that are competitive in the region
Imperatives for Strategic Planning Philippine tourism competitiveness Ranked 94 against 139 countries in 2011 Ranked18 in Asia-Pacific Maintained an overall score at 3.7 for past 3 years Opportunities for tourism growth in the Asia-Pacific Additional 331 million international visitors by 2030 making the region the second most visited destination Increase in regional travel 5.7% annual growth in outbound travel Forecast International Arrivals in World Regions Middle East Europe - South Asia - Oceania - South-East Asia - North-East Asia Asia and the Pacific Americas Africa Cultural resources Natural resources Affinity for travel and Human resources Price competitive ICT infrastructure Policy rules and 6 5 4 3 2 infrastructure Source: World Economic Forum: 2011 Environmental sustainability Safety and security Health and hygiene Prioritization of Travel & Air transport infrastructure Ground transport 2020 2016 2010 0,0 100,0 200,0 300,0 400,0 500,0 600,0 700,0 Million Arrivals
Performance Unprecedented growth in 2011 3.9 million international visitors 29.1 million domestic travellers* US$ 13.3 billion tourism gross value added* 6% share to GDP* 3.8 persons employed* Sustaining success in 2012 * Estimate (January April) 1.5 million international visitors 32% of target 4.6 million visitors US$ 1.2 billion in international receipts CAGR in 38 years = 7.8% 1.5 M for 2011 Jan-Apr
Imperatives for Strategic Planning Past performance 8.1% CAGR from 2002 to 2011 5% share to inbound traffic in Southeast Asia Breached 3 million mark in 2010 International Arrivals & Purpose of Visit Stronger recent growth off a low historic base Market mix 46.9% international visitors from East Asia Korea is top source market (23.6% share) 15.6% visitors from the Americas (greater bulk accounted by USA) 8% arrivals from Southeast Asia Domestic travel 3-5% CAGR in 10 years
Imperatives for Strategic Planning Policy support Act (RA 9593) legislating tourism as engine for socio-economic growth and investment Executive Order No. 29 Executive Order 29 promoting pocket open skies policies in secondary international gateways Act Investment Facilitation granting fiscal and non-fiscal incentives for priority projects in economic zones, key development areas, and Enterprise Zones National Development Plan
Strategic Planning Process President s Social Contract with the Filipino People Philippine Development Plan, 2011-2016 Public Investment Program, 2011-2016 Medium Term Expenditure Program Strategic Plan Tactical Plan National Development Plan, 2011-2016 Regional Development Plans Provincial Development Plans Municipal/ City Development Plans Site/ Area Development Plans Development Program Regional Investment Program
Elements of Strategic Planning Process Stakeholders involvement National government agencies Local government units Legislative bodies Private sector, businesses NGOs, POs, vulnerable groups DOT Regional Offices, NGAs, LGUs, Private Sector, NGOs, others DOT, NGAs, Private Sector, Investors and Donors 16 Regional (970 pax) National (87 pax) Local communities NTDP 4 Clusters (271 pax) DOT Regional Offices, NGAs, LGUs, Private Sector, NGOs, others Situation Analysis Conduct supply and demand analysis, competitive analysis, as well as past and present performance Review of Related Plans Examine processes and accomplishments Document lessons learned and insights Action Planning Develop goal, vision and directions, set targets Identify programs, projects, activities, resources Define accountabilities and indicators Defined planning process Competitive investigation Best practices and models Roadmap Implementation mechanism Communication
Elements of Strategic Planning Process Demand Destination Supply Promote balance Competing needs Limited resources Carrying capacity Cultural values Local benefits Local and national issues Transparency and accountability Steering committee Review process Approval mechanism Commitment and buy-in Champions Capacity building Review Approval Support
The National Development Plan Stakeholders Vision: TO BECOME THE MUST EXPERIENCE DESTINATION IN ASIA. Stakeholders Goal: An environmentally and socially responsible tourism that delivers more widely distributed income and employment opportunities. Stakeholders vision and goal are consistent with the Philippine Development Plan 2011-2016 that focuses upon creating sustainable, rapid and inclusive socio-economic Growth 2016 Target 10 million international visitors 35.5 million domestic travellers US$ 24.7 billion TGDVA 8.1% share to GDP 6.8 million people employed 17% share to national employment
The National Development Plan Develop and market competitive products and destinations Improve market access, connectivity and destination infrastructure Adopt cluster destination concept and product portfolio Raise standards of facilities and services Facilitate investments and lower business cost Safeguard natural and cultural resources, and vulnerable groups Implement marketing and promotions Expand capacity of international gateways Expand connectivity between gateways and key growth markets Implement strategic access between international gateways and other clusters Implement destination infrastructure program Improve tourism institutional governance and human resources Pursue shared responsibility of national and local governments Develop competent, well motivated and productive work force Improve governance relating to safety, security and handling tourists
Cluster Destination Strategy Spatial development concept/ approach based on the areas: market demand inclusive growth respect local boundaries/ jurisdiction investment friendly The framework provides for prioritization of sites, products and activities Gateway to Cluster (LGU Capitol) Development Area (LGUs) Site (Within LGUs) Cluster (Groups of LGUs in a Region) Visitor Expenditure and Length of Stay
Cluster Destinations and Development Areas 20 strategic thematic tourism destination Clusters covering 78 Development Areas 7 clusters in Northern Philippines covering 27 TDAs NP-5 NP-6 NP-2 5 12 14 15 20 16 NP-7 21 4 18 10 13 17 24 19 23 32 33 26 9 25 3 NP-4 11 8 2 22 27 1 30 6 7 CP-2 31 NP-1 NP-3 CP-1 28 LEGEND : 29 1 EXISTING Tourist Development Areas 1 52 International Airport Principal Airport - Class 1 Principal Airport Class 2 Community Airport - Sea Port EMERGING Tourist Development Areas Cluster International Gateway Strategic Destination Clusters Pipeline International Airports 6 clusters in Central Philippines covering 25 TDAs CP-3 36 35 34 40 CP-4 39 41 38 44 42 43 46 50 51 48 47 CP-5 49 CP-6 SP-1 53 7 clusters in the Southern Philippines covering 26 TDAs 37 64 45 67 68 66 SP-3 59 60 61 63 62 54 55 56 57 58 SP-2 78 71 SP-4 76 72 69 65 70 SP-7 74 SP-6 75 73 SP-5 77
Philippines Product Portfolio Nature Cultural Sun and Beach Leisure and Entertainment MICE and Events Health,Wellness, and Retirement Cruise and Nautical Diving and Marine Sports Education Market-product analysis recommends prioritizing nine tourism products towards enriching the tourist experience and boosting product diversification
Central Visayas Cluster Gateway: Mactan - Cebu International Airport Development Areas TDA 1: Northern Cebu-Bantayan- Malapascua TDA 2: Metro Cebu-Mactan-Olango Island TDA 3: Southern Cebu TDA 4: Negros Oriental-Dumaguete- Siquijor TDA 5: Tagbilaran-Panglao Island Product Theme MICE, Business, resort, history, events, sightseeing, entertainment, shopping, ecotourism 2016 Tourist Targets International: 3.1 million Domestic: 2.3 million Market Access and Connectivity Cebu terminal expansion and runway improvement Gateway marketing program (e.g. World Routes) Seamless connection from Mactan Airport to tourism development areas Tagbiliran terminal expansion Need for a Bohol gateway Destination & Product Development Enterprise Zones in Cebu and Panglao Improvement to 17 heritage sites (Php 500 Million) Linking communities to tourism supply chain 10,400 rooms needed (2011-2016) 3,270 rooms planned or under construction (2011-2016) Development Impact 2010: 287,500 jobs 2016: 233,000 additional jobs
Sustainable Indicators Type Descriptors Data Sources Economic revenue DOT, NSCB Gross Value Added DOT, NSCB % share to GDP DOT, NSCB employment DOT, NSCB Social Local benefit DOLE Poverty incidence NSCB Health condition DOH Cultural Pride of place/cultural value NM, NCCA UNESCO Heritage Sites NCCA, NHCP Environment Visitor management plan DENR, EMB Innovation/ business process DOT, DTI Satellite Account
Sustainable Indicators Accreditation Indicators Data Sources Ecotourism Community participation Report Environment sustainability DENR, EMB Cultural sensitivity Report Education and ethics Program Local benefits Report Visitor satisfaction Survey Responsible marketing Collaterals Conservation Program Accommodation Environmental protection Mgnt Plan Business practices Mgnt Plan Social consideration Mgnt Plan Institutionalizing sustainable tourism indicators Localization Database set-up and management Capacity building Integration in strategic planning
NTDP - Building Partnership Convergence program Sustainable tourism biodiversity conservation framework (DOT-DENR) National Ecotourism Strategy (DOT-DENR) Guidebook on tourism planning Process for national and local tourism planning Standards Indicators
Destination Management Framework Strategic level Tactical Level National Level Regional Level Advisory and Consultative Bodies ( Coordination Council and Congress) Regional Councils/ Congresses (DOT- Congress-Civil Society) Department of Promotion Board TIEZA + Other Agencies Regional Offices Local Level Provincial Councils (DOT- Congress-Civil Society) Local Councils and Action Groups Provincial Level Service Centres City and Municipality Units and Private Sector
Lessons Learned Clearly defined destination framework Stakeholders participation Institutional ownership Capacity building Flexible planning approach Communication plan Harnessing Growth 2004 McKinsey Consulting Sustainable Management Plan for Central Philippines 1991 Master Plan National Ecotourism Strategy
Thank you! For more information, please email your queries at mvjasmin@tourism.gov.ph