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					Tourism
OUTCOME
Increase international arrivals to 5 million Increase employment from around 3 to 6 million Increase GDP contribution to US$17 billion (13.6 % of total) Increase domestic tourism expenditure from US$0.8 billion to US$2.5 billion

STRATEGIES
Focus tourism promotion on identified markets and products

ACTIVITIES
Allocate 60 to 70 percent of promotional budget to aggressive multichannel promotion of the following market segments and related products: • short-haul beachgoer/lover • short-haul sightseeing and shopping • domestic market

AGENCIES
DOT

MEASURABLE OUTPUT/TARGETS
Visitor Arrivals1 : 2004 – 2,300,000 2005 – 2,668,000 2006 – 3,068,200 2007 – 3,528,430 2008 – 4,022,410 2009 – 4,505,099 2010 – 5,000,660 Visitor Receipts (in US$ billion)2 : 2004 – 2.24 2005 – 2.59 2006 – 2.98 2007 – 3.43 2008 – 3.91 2009 – 4.38 2010 – 4.86 Employment (in million)3 : 2004 – 2.81 2005 – 3.25 2006 – 3.74 2007 – 4.30 2008 – 4.91 2009 – 5.50 2010 – 6.10

Allocate 20 to 30 percent of promotional budget to ‘rifle DOT shot’ niche-based tailored promotion of the following market segments: • short-haul recreation traveler • short-haul ecotourists • backpackers • Balikbayans Allocate 20 to 30 percent of promotional budget to long DOT term tactical marketing and non-media based campaigns for the following segments and related products: • long-haul mass comfort • long-haul backpacker • long-haul niche beach • meetings, incentives, conventions and exhibitions (MICE) Develop the following products: • beach and accommodation packages as well as sun and fun activities for the shorthaul beach lover/goer • 4-5 day organized package tours to specific cluster areas offering sightseeing, shopping for native branded goods, eating out and a good range of accommodations for the short-haul sightseer and shopper

DOT, PCVC, DTI, LGUs, private sector

Based on expected 2004 performance of 2.3 million and growth rates thereafter to reach 5.0 million in 2010 Based on average daily expenditure of US$108 (average, 1999-2003) based on average length of stay of 9 nights (average, 1999-2003) 3 Jobs created with assumption of 1.22 jobs per tourist
1 2

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OUTCOME STRATEGIES
• • • • • • •

ACTIVITIES
affordable packages for long weekends and annual vacations for the domestic market segment golf, gaming, diving, spa or theme parks worth flying for in the short-haul recreation travel segment convenient and well-organized 4- to 5-day adventure activities at natural sites for the short-haul ecotourist 14-plus days package with multiple destinations, cheap access and accommodation for backpackers affordable packages offering a range of activities like eating out and shopping with relatives for Balikbayans 10- to 14-day package tours for the long-haul mass comfort segment “WOW-level” beach and/or accommodation with a competitive range of packages for the long-haul niche segment worldclass convention and exhibition facilities together with competitively priced flights and hotel accommodations for MICE suitable packages for medi-tourists and retirees

AGENCIES

MEASURABLE OUTPUT/TARGETS

• •

Focus marketing and promotion efforts in the shorthaul markets like China, Korea and Japan. Tourism promotion will also be increased in Hongkong, Taiwan, ASEAN, Australia, North America and Europe (Chapter 6: Infrastructure)

DOT

Completion of DOT marketing plan for 2005

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OUTCOME STRATEGIES
Focus tourism development in identified priority major, minor and special interest destinations Focus tourism development on priority tourism destinations/zones

ACTIVITIES
Establish tourism economic zones (TEZs) taking into consideration identified major, minor and special interest destinations • • • Identify/select TEZ sites Define the correct mix of public and private participation in each TEZ Promote development of hotels, restaurants, resorts, and other tourism-related products and activities in the TEZs Conduct industry and community-based tourism training programs in coordination with LGUs Promote handicraft skills demo centers showing production processes

AGENCIES
OP, DOT, PTA, PEZA, BOI, private sector DOT, PTA, LGUs DOT, PTA, LGUs, private sector DOT, BOI, PEZA, private sector DOT, LGUs, private sector DOT, DTI, private sector

MEASURABLE OUTPUT/TARGETS
A minimum of two TEZs declared per annum

TEZ sites identified Participation of public and private sectors in each TEZ defined Number of new hotels, restaurants, resorts, etc. in the TEZs developed Number of tourism training programs conducted Sales of handicrafts

• •

Create a Tourist Enterprise Zone Authority (TEZA) (Chapter 21: Bureaucratic Reforms) Involve other resource-oriented departments (i.e., DA, DAR, DENR) in tourism development DOT, DA, DAR, DENR DA, DAR, DENR involvement to tourism programs/projects

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OUTCOME STRATEGIES
Remove barriers to investments

ACTIVITIES
Prezone and title lands with high potential

AGENCIES
LRA, DAR, DA, DENR, LGUs, DOT PEZA, BOI DOT, LGUs OP, Cabinet, DOT, DTI GFIs BOI, PEZA, DOT, DOF, Congress DND, DILG, DFA

MEASURABLE OUTPUT/TARGETS
Land for tourism purposes prezoned and titled

Provide financial incentives to big-ticket investments in the tourism zones Use master plans to prioritize line agency and LGU participation in timely development of infrastructure Mobilize the President and Cabinet members in investor marketing; make tourism as a top DTI investment priority Source soft loans for private sector investment Enhance tourism investment incentives consistent with the rationalization of fiscal incentives Remove barriers for free flow of tourists Address security concerns through press relations, increase transparency of tourist safety and resolution of conflicts Expand the tourism police within the Philippine National Police Ease visa and other restrictions to entry of tourists to the country Improve the attitude of front-line immigration and customs officers at main entry ports.

Increased tourism investments Prioritized tourism-related infrastructure Increased tourism investments

Increased private sector investment/availment Enhanced tourism investment incentives Enhanced security and image

DILG/PNP, DOT BID, DFA, DOT BID, BOC, DOT, Airports

Increased number of police personnel assigned in tourist areas Visa issuance process streamlined and entry of tourists facilitated Hosting attitude of front-line immigration and customs officers at main entry ports enhanced

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OUTCOME STRATEGIES ACTIVITIES
Convene special meetings with diplomatic corps on tourism security and lifting of travel advisory warnings Adopt interregional arrangements on travel requirements to reduce travel barriers In the air access area: • Liberalize the airline industry DOTC, OP Private sector, CAB, DOT OP, DOTC BOC, BID, ATO, CAB CAB Number of ASAs negotiated with partner countries Number of charter flights facilitated/ organized

AGENCIES
DFA, OP, DOT BID, DFA, DOT

MEASURABLE OUTPUT/TARGETS
Travel advisories lifted Interregional travel facilitated

j

•

Facilitate and organize charter flights to release constraints in key markets Include DOT representation in CAB to represent tourism interest Rationalize charges/fees imposed on international carriers Open air talks with Korea

•

Presidential order appointing DOT Secretary as member of the CAB issued Charges/fees on international carriers rationalized Air talks with Korea initiated

•

• Recast DOT and its attached agencies to ensure effectiveness and maximization of resources

(Chapter 21: Bureaucratic Reforms)

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