PLANNING YOUR TOURISM PRODUCT WORKSHOP A TOURISM DEVELOPMENT

PLANNING YOUR TOURISM PRODUCT WORKSHOP A TOURISM DEVELOPMENT PLAN FOR LOCAL GOVERNMENT UNITS Department of Tourism – Region III RD Ronnie Tiotuico Excerpted from a handbook produced by CONSERVATION INTERNATIONAL / CENTRAL LUZON ACTION PLAN Adapt to the unexpected, Create the desirable, Avoid the undesirable.

Workshop Outline About RA 9593 and Local Tourism Officers / Councils Visitor arrivals 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? Play this video – Community – based Tourism Worksheet (SWOT) About branding NTDP / SCAD Plan Play this video – Kulinarya Pampanga The eight (8) phases of tourism planning What DOT can do for you

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)

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. ”

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.

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

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 95 -162)

“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…

How did we perform last year? What are the numbers?

Visitor Arrivals by Country in Region III (2012 -14) Country 2012 2013 2014 Total 2. 0 M 2. 4 M 3. 1 M USA 39, 131 45, 806 95, 737 Korea 30, 465 44, 324 55, 692 Japan 30, 829 28, 026 29, 074 Singapore 8, 156 34, 329 31, 200 China 7, 088 151, 034 390, 431 Malaysia 7, 811 21, 173 15, 048

Visitor Arrivals by Province in Region III 2014 Province 2014 Subic / Zambales 1. 1 M Clark / Angeles City . 622 M Bataan 119, 951 Aurora 108, 951 Bulacan 109, 509 Nueva Ecija 35, 773 Tarlac 47, 814

Issues and Challenges

Let’s take this simple test…

A VISITOR FRIENDLY TEST FOR A PLACE 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 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?

VISITOR FRIENDLY TEST ……. • 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)?

Questions 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?

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?

Let’s now go back to basics

DEFINITION OF TOURISM 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.

DEFINITION OF ECO-TOURIST 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. ”

DEFINITION OF ECO-TOURIST 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. ”

WHAT ECOTOURISM IS ALL ABOUT • • Natural area Undisturbed Wildlife (plants and animals) Cultural biodiversity Educational to tourists Conservation of nature Benefits to local community

ECOTOURISM CRITERIA 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

THE TOURISM BOOM 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

• 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

TRENDS IN TOURISM • 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 • Booking thru social media / internet

CHARACTERISTICS OF ECO-TOURISTS • Younger, better educated and better informed • Individualized trips, a wide range of activities and more “authentic” experiences • Nature such as beaches, coral reefs, rain forests and wildlife • Focus on unspoiled and less developed areas • Tourists now have higher sense of environmental and social responsibility

• 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

Let’s do some planning

Issues and Concerns 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?

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. ) Critical points: Safety / security, transportation, good infrastructure and quality services ALL THESE CONSTITUTE YOUR PRODUCT DEVELOPMENT

Play this video – Community-based Tourism

Let’s do a little marketing…

Basic Concepts in Marketing Positioning is how a destination is perceived (seen) by potential and actual visitors in terms of the experiences (and associated benefits) that it provides relative to competing destination. Brand is not only a trademark (logo or icon), but a main experience and image that reflects the destination’s positioning. In short, it is a PROMISE to potential tourists. The brand is represented in the form of an image logo.

Workshop #1: What is a 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

Play this video - Branding

What is your BRAND? Do a workshop in this

How to become a successful tourist destination You need to be on the map (physical and mental) You need to inspire tourists to come and visit / return Initial assessment (criteria): Hard (important) Soft (critical) - to be safe / politically stable - to be known - to have good infra - to be perceived for something - to be accessible (transportation) - to be loved - to offer quality service - to offer a unique experience How do you assess your destination?

Let’s do a little planning…

TOURISM PLANNING • Developing a theme for product ID and development for tour operators or a community • Guide for future actions • Solve future problems • Predict future scenarios

TOURISM PLANNING • 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

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

Let’s do a little workshop

Understanding your visitors at present… 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?

Potential new markets Who might be your new visitors?

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

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

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

Let’s do a little SWOT analysis

Why are we underperforming? Access Destinations & Products Promotions Let’s do a little exercise on this one….

Workshop #2 : Strengths, Weaknesses, Threats 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

Central Luzon Tourism Cluster Clark International Airport § Destination and Product Development § Mixed used resorts in Clark, Zambales, Subic § Improvement to 16 heritage sites (Php 140 Million) § Linking communities to tourism supply chain § Development Impact § 2010: 72, 000 jobs § 2016: 75, 000 additional jobs Tourism Development Areas: TDA 1: Subic – Clark – Tarlac Corridor TDA 2: Nueva Ecija TDA 2: Pampanga TDA 4: Bulacan TDA 5: Zambales TDA 6: Bataan TDA 7: Aurora Theme: Entertainment/amusement, sports, beach resort, events, MICE, ecotourism, wellness, medical and retirement tourism

Play this video – Kulinarya Pampanga

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

EIGHT PHASES OF TOURISM PLANNING • • 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

PHASE I: MISSION STATEMENT AND GOAL SETTING 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) • • •

Play this video – How to write your Mission Statement

Play this video – How to write your business plan

Setting a Strategic GOAL and VISION/MISSION 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. ” 70 SETTING A VISION/MISSION? IS A SHORT STATEMENT ABOUT WHAT WE WANT TO BECOME. “TO BECOME ONE OF THE MOST PREFERRED DESTINATIONS IN ASIA. ”

MISSION, GOALS, AND OBJECTIVES • Mission: To provide socially and environmentally responsible tourism at a profit • Goal: Implement sustainable economic development • Objectives: • • • Increase visitor spending Identify areas of unique value for conservation Attract more tourists Decrease leakages Expand the tourism season

Let’s do mission / goal setting…

WORKSHOP # 3: WHAT IS YOUR MISSION / GOAL / OBJECTIVES? State you Mission: State your Goal: State your Objectives:

PHASE II: RESOURCE INVENTORY AND ANALYSIS 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.

PHASE II: RESOURCE INVENTORY AND ANALYSIS Ecotourism Products can be grouped according to: • • natural or environmental community heritage or historic cultural outdoor recreation tourism services special events information/interpretive services

WORKSHOP # 4: IDENTIFY YOUR TOURISM PRODUCTS Product Location Type of Product Description

PHASE III: MARKET ANALYSIS 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.

1. PRIMARY RESEARCH 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

2. SECONDARY RESEARCH 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

WORKSHOP # 5: PHASE IV: RESOURCE / PRODUCT MARKET MATCHING Product/Resource Market

COMPETITIVE PRODUCTS 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.

COMPETITIVE PRODUCTS Name of Competitor? ________ Its Product Component: _______ Its Competitive Features and Special Appeal? _____________ Market Origin? ___________ Price Structure? __________ Marketing Approach? ________

PHASE V: OVERALL DEVELOPMENT PLAN 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.

PHASE VI: TOURISM PRODUCT DEVELOPMENT • Preparation of Daily Itinerary • Securing all services and suppliers • Establish Price Structure • Developing a partnership with tour operators and wholesalers

PREPARE THE DETAILED TOUR PACKAGE ITINERARY Date: Time: Places to Visit/Activities: Special Events: Services/Facilities to be offered: Total Net Cost:

WORKSHOP # 6: ITINERARY Date and time Places to Visit Remarks

WORKSHOP # 7: TOUR PACKAGE COST Items Description Quantity Total

PHASE VII: MARKETING STRATEGY It responds to the definition of tourism / eco-tourism It responds to the development strategy It meets Important tourism / eco-tourism criteria

ANNUAL MARKETING BUDGET WORSKEET 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. )

Consider these…. Out–of–the–box marketing (5 days in Africa) Social media / blog Volunteerism (giving back to community) Green tourism Networking / Interaction Videos on www. youtube. com Search engine optimization (SEO)

WORKSHOP # 8: MARKETING YOUR PRODUCT Project/Program Timetable In-charge Budget

PHASE VIII: IMPLEMENTATION STRATEGY 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.

Sample video – Marketing Puerto Princesa

Let’s do the plan….

Play this video – How to develop your Action Plan

ACTION PLAN 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

NTDP Action Plan for CL Identify and designate Tourism Enterprise Zones (for incentives) Attract more investments Enforce mandatory accreditation of tourism enterprises (primary and secondary), enforce tourism standards / rules and regulations Safeguard natural / cultural heritage sites Safeguard vulnerable groups (indigenous, children, women) PPP-based marketing strategy (new tourism brand, domestic tourism campaign, roadshows, etc. ) Expansion of airport / route development Establishment of tourist information centers Formulate local tourism development / destination marketing / regulation Safety and security (TOP COP seminars) New tourism packages (attractive and competitive) Discover / develop new market competitive products Inventory of tourism assets / attractions / products (database) Tourism road projects (DOT and DPWH convergence)

Workshop # 9: Action Plan Action Steps Who? Resources Needed Major Constraints Timetable How much Monitoring

Proposed Outline of Action Plan Legal Basis Plan Purpose What It Is Context Plan Framework Core Strategy Action Plan Policy Recommendations Institutional Arrangement

What DOT can do for you Manpower development program for industry personnel Capacity building for LGUs (effective customer service) Data gathering / visitor survey / visitor profile Preparation of local tourism development plan Preparation of local investment code (BOI) Classification / accreditation of tourism facilities Convergence program (DPWH / DILG / DSWD / DTI) Production of IEC collaterals / maps Web / online marketing (visitmyphilippines. com / Facebook) Assistance to festivals and special events Designation of tourism enterprise zones (TIEZA)

My Contact Information: tourismregion 3@gmail. com Website: www. visitmyphilippines. com Facebook. com/ronnie. tiotuico

THANK YOU!