Department of Tourism – Region IIIRD Ronnie Tiotuico

Based on a handbook produced by CONSERVATION INTERNATIONAL

Adapt to the unexpected, Create the desirable, Avoid the undesirable.

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)

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?

• 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)?

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. 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?

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.

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.”

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.”

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

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

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

• 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

• 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

• 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

• 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

• Developing a theme for product ID and development for tour operators or a community

• Guide for future actions• Solve future problems• Predict future scenarios

• 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

RA 9593: National Tourism Act 2009RA 9593: National Tourism Act 2009What 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.

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.

Effect of the law on Local Govt CodeFocus 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 get started

Understanding your visitorsKey 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 accommodationsName of facility

Number of rooms

Facilities / services

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

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

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

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

• 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

• 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)

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.”

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Setting a Strategic GOAL and VISION/MISSION

• 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

Your Mission Statement is:

• Goal #2: Encourage community involvement

• Objectives: • implement community action group• provide opportunities for local investors

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)

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Directions to Achieve Goal

Strategic Constraints Strategic Directions

All resources are inventoried on the ff: criteria: 1. attractiveness2. ability to draw visitors3. accessibility and availability of services4. integrity5. contribution to environmental and cultural protection.

Ecotourism Products can be grouped according to:

• natural or environmental• community• heritage or historic• cultural• outdoor recreation• tourism services• special events• information/interpretive services

Product Location Type of Product Description

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.

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

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

Product/Resource Market

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.

Name of Competitor? _______________Its Product Component: _____________Its Competitive Features and Special Appeal? _________________________Market Origin? _____________________Price Structure? ___________________Marketing Approach? _______________

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.

 

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

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Overall Development PlanIssues/Concerns What Has

been DoneWhat

Needs to be Done

By Whom

Budget Timeline

• Preparation of Daily Itinerary

• Securing all services and suppliers

• Establish Price Structure

• Developing a partnership with tour operators and wholesalers

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

Date and time Places to Visit Remarks

Items Description Quantity Total

It responds to the definition of tourism / eco-tourism

It responds to the development strategy

It meets Important tourism / eco-tourism criteria

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.)

Project/Program Timetable In-charge Budget

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.

ObjectiveAction StepsWho will lead the effort? / Who are your partners?What resources are needed? Where will they come from?Major Constraints and IssuesTimetableMeasurement / Review

FINANCING AND FUNDING SOURCES

TRAINING REQUIREMENTSCulture of Tourism / Customer Service Tourism Awareness SeminarBasic Tour Guiding TechniquesHomestay ProgramAccreditation ProgramWaitering and Bartending SeminarFront Office ManagementTourism and E-Commerce Travel Agency OperationTourist Safety and Security (TOP COP)

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

My Contact Information:

tourismregion3@gmail.comsupport@visitmyphilippines.com

Website:www.visitmyphilippines.com

Facebook.com/ronnie.tiotuico