P a g e | 1
I.
Background/Rationale •
•
•
•
•
The last five years saw the world economies, particularly those of advanced nations, reel from the impacts of the global financial meltdown in the U.S. and from natural calamities that hit many parts of the world. Many economies teetered on the brink of collapse due to the crises, while activities were widely disrupted as an aftermath of the disasters. n the other hand, travel and tourism sustained its growth momentum, even picking up gas by breaching the one billion mark in !"#!. The number of international tourists grew by $ percent, e%panding to #."&' billion from (() million in !"##. This growth helped cushion the impact of economic crisis in countries worldwide including the Philippines, with the tourism industry providing the revenues and creating the *obs that helped sustain the economy and kept it afloat. +ut while the countrys visitors swelled, the numbers remain a paltry share of the worlds total and a remote comparison of even e ven the countries in the -S-/. 0or e%ample, while the number of tourists in the Philippines rose to a high of &.( million in !"## as compared to only &.' million in !"#", inbound tourists already counted !$.1 million in Malaysia and #(.#" million in Thailand. /evertheless, hopes are still high that with more creative marketing, the country will be able to attract more visitors and breach the '2 million mark as it already hit $.& million in !"#!. - good number of the countrys foreign tourists are increasingly finding its way to 3entral 4u5on because of more air traffic at the 3lark 6nternational -irport 736-8. 0rom about &( flights per week in !""', the current flight count has climbed to !!$ international flights and 1! domestic flights per week. This apparently increased access to 3entral 4u5on, which coupled with improved road access, had visitor arrival surging up from only &(),')(7#$1,9"9 foreign tourists8 in !""'to !.") million7&'$,')" foreign tourists8 in !"#!. The sense, however, is that for a region endowed with an international gateway, tourism attractions and strategic location : vis2;2vis Metro Manila : the numbers would have been higher than what 3entral 4u5on currently generates. -part from the low reporting of accommodation establishments of their visitor count as apparent reason for the relatively l ow number, the general impression is that the region needs to step up and consolidate its efforts towards raising the isayas and /orthern Mindanao. Perceiving therefore the need and opportunity to create a more vibrant tourism industry, the =?3 initiated the creation of a special committee on tourism with the mandate to formulate a regional master plan for the development of tourism in 3entral 4u5on. The 3ommittee was formed on 0ebruary !', !"## by virtue of =?3 =esolution
P a g e | 2
/o. "&2"&2!"##. Mayor dgardo Pamintuan of -ngeles 3ity was named chairman of this committee. •
•
3oinciding with the committees creation is the completion of the /T?P, which outlines the foci of development efforts for the promotion of tourism in the country. The plan provides for the strategic direction appropriate for each region or tourism development cluster, and as such is meant to serve as a guide for the local governments in the region in preparing their respective local tourism development plans. @ith the /T?P already providing the framework and development direction, the S3T formulated a regional tourism action plan instead of crafting a master plan. The =T-P is intended to identify the key interventions needed to propel regional tourism growth, as well as clarify and harmoni5e the roles of the various tourism stakeholders and local tourism areas. Essentially, with the RTAP providing the roadmap, the region aims to attract a bigger share of the growing number of tourists. As more tourists mean more business, more work and more income for the people of Central u!on, the regional tourism action plan, as formulated, shall guide actions towards enhancing tourism development and its accompanying benefits.
P a g e | 3
II.
Planning Area a. Regional Economy 3entral 4u5ons economy is endowed with diverse resources, from the highlands to its coastal waters. The region has vast alluvial plains that produce an array of agricultural products from the countrys main staple, i.e. rice, among other crops, to livestock and aA>- in agriculture, fishery and forestry, accounting for #" percent. !igure 1. ()Growth *orridor trategy
Providing balance to agriculture are the regions services and manufacturing sectors which now account for the bigger share of the regional economy. 6n !"##, the services sector 7that includes tourism8 accounted for about $# percent of the regions economy, the industry sector for $! percent and agriculture for #1 percent 70igure #8. Together, the three sectors serve as backbone of the regions economy, and help push the region as a vital cog in national economic growth and development.
b. Growth trategy
A!! 1"#
Indu%try &3#
er$ice% &'#
!igure 2. ()Growth *orridor trategy
@ith services, industry and agriculture as main economic drivers, 3entral 4u5on adopted a three2 pronged spatial strategy that strongly pushes for the promotion and development of the said sectors. 0igure ! shows the conceptual design of the regions growth strategy referred to as the @2 Arowth 3orridor Strategy. The strategy involves the development of tourism in the western section of the @ referred to as the tourism beltB industry in the central section or the industrial beltB and agriculture in the eastern section or the green belt. The strategy is based on the resource endowments, potentials and opportunities present in the various areas of the region. The tourism belt covering +ataan and Cambales provinces has a long coastline with fine beaches. The central section has been identified as the industrial corridor because of the presence of industrial estates or economic 5ones as well as the concentration of industrial establishments here. n the other hand, the green belt covering portions of +ulacan and
P a g e | &
Tarlac, /ueva ci*a and -urora provinces has been described as such because of the primarily agricultural nature of this section of the regions economic activities. /onetheless, the regional strategy also recogni5es that each province may have something uni
III.
*urrent ituation a. Global +rend !igure 3. International +ouri%t Arri$al%
/otwithstanding current global economic challenges, international tourism 7million8 #!"" continued its way up, surpassing previous levels and making milestones. 0or the #""" first time ever in !"#!, tourist arrival 9"" count worldwide crossed the #2billion mark, reaching #."&' billion or a growth )"" of $ percent from last years (9& million $"" tourists. Said growth is also the long2term !"" average according to the U/@T for the period #((' to !"#! 70igure &8. 0or !"#&, " a similar or slightly slower pace 7&2$ percent8 is e%pected taking into account prevailing global conditions, while the SourceD @orld Tourism rgani5a tion 7U/@T8 U/@Ts long2term outlook Tourism Towards !"&" pro*ects an average growth of &.9 percent for the period !"#"2!"!". 6f proven correct, this will help push international tourist level to #.9 billion in !"&". ' ( ( #
) ( ( #
1 ( ( #
9 ( ( #
( ( ( #
" " " !
# " " !
! " " !
& " " !
$ " " !
' " " !
) " " !
1 " " !
9 " " !
( " " !
" # " !
# # " !
! # " !
The advanced economies led by 0rance, remain to capture the bigger slice of the international tourists 7'&.# percent8, albeit the emerging economies performed relatively better at $.# percent 7as opposed to &.) percent for the advanced economies8 according to the U/@T 70igure $8. The latter also reported that by region, -sia and the Pacific saw the highest relative growth at 1 percent, while by sub2region South2ast -sia and /orth -frica recorded the largest increase in arrivals with ( percent, followed by 3entral and astern urope with 9 percent. 6n terms of share, however, urope tops the list with a '# percent share, followed by -sia and the Pacific 7!& percent8, -mericas 7#) percent8, -frica 7' percent8 and the Middle ast 7' percent8. 70igure '8
P a g e | , !igure &. International +ouri%t Arri$al by Economy
!igure ,. International +ouri%t Arri$al by Region
)"" -frica 'E
0 '"" n o i l $"" l i m n i / &"" % l a $ !"" i r r A
Middle .ast 'E
-mericas #)E .urope '!E
#""
-dvanced .conomies
"
.merging .conomies
!"""
!""'
!"#"
!"##
-sia and the Pacific !!E
!"#!
SourceD U/@T
Table # shows that in !"##, the top ten destinations wereD 0rance 71(.' million8, United States 7)!.& million8, 3hina 7'1.) million8, Spain 7').1 million8, 6taly 7$).# million8, Turkey 7!(.& million8, United Fingdom 7!(.! million8, Aermany 7!9.$ million8, Malaysia 7!$.1 million8, and Me%ico 7!&.$ million8. 6n the -sia2Pacific region, trailing 3hina and Malaysia areD Gong Fong 7!!.&! million8, Thailand 7#(.#" million8, Macau 7#!.(& million8, Singapore 7#".&( million8, South Forea 7(.9" million8, 6ndonesia 71.)' million8, 6ndia 7).!( million8 and Hapan 7).!! million8.
SourceD U/@T
+able 1. +o +en *ountry 4e%tination%5 2'11
*ountry
olume /2n0
0rance
1(.'
United States
)!.&
3hina
'1.)
Spain
').1
6taly
$).#
Turkey
!(.&
United Fingdom
!(.!
Aermany
!9.$
Malaysia
!$.1
Me%ico
!&.$
SourceD U/@T
b. -ocal Perormance 6n the Philippines, the trend has in general also been positive, with growth averaging ( percent in the last ten years. -lthough its share of the -sia2Pacific traffic remains comparatively minuscule, it is increasingly getting attention and recogni5ed as one of the worlds best destinations by travel and tourism organi5ations. Thus, the outlook as earlier mentioned is promising with the ?T pro*ecting volume of tourists to e%ceed the '2million mark in !"#&. The top ten sources of tourists for the country in !"#! as shown in 0igure ) areD Forea 7!$.#& percent8, US- 7#'.!1 percent8, Hapan 7(.)' percent8, 3hina 7'.91 percent8, Taiwan 7'."1 percent8, -ustralia 7$.$1 percent8, Singapore 7&.$1 percent8, 3anada 7!.(" percent8 and Malaysia 7!.)9 percent8.
P a g e | 6 !ig. 6. i%itor Arri$al to the Philiine%5 2''2)2'12
$!1!9##
$'"""""
&(#1$'$
$""""""
!,'"","""
&'!"""" &"(#((&&#&($!! &"#1"((
&'"""""
!9$&&$' !)!&"9$
&""""""
!!(#&'!
!'"""""
!igure ". Region III i%itor Arri$al5 2''1)2'12
!,""",""" #,'"","""
#(&!)11# ("1!!)
!""""""
#,""","""
#'""""" #""""""
'"","""
'"""""
2
"
# " " !
!""! !""& !""$ !""' !"") !""1 !""9 !""( !"#" !"## !"#!
! " " !
& " " !
?omestic
$ " " !
' " " !
) " " !
1 " " !
0oreign
9 " " !
( " " !
" # " !
# # " !
! # " !
Total
SourceD ?T
SourceD ?T
n the other hand, visitor arrival in 3entral 4u5on 70igure 18 is also in the upswing, with positive annual growth from !""# up to !"#!. 6n !"##, the region breached the #2million mark for the very first time when it recorded #.1 million during the year Imore tourists were captured this time because of the improved recording and reporting system of visitor survey adopted by the S+M-J. - !"2percent increase followed in !"#!, bringing the figure to an all2 time high record of !.") million.- bigger volume is e%pected this year and beyond with the coming in of more airlinesD The mirates is e%pected to launch flights in 3lark in ctober !"#&. ?omestic tourists share for about 1" percent of 3entral 4u5ons visitors, while foreign tourists account for &" percent. Ma*or drawers are 3lark 7for foreign tourists8 and Subic 7for domestic tourists8 as illustrated in 0igures 9 K (.
!igure 7. 4ome%tic i%itor Arri$al5 by Pro$ince/+ouri%m Area5 2'11
!igure 8. !oreign i%itor Arri$al5 by Pro$ince/+ouri%m Area5 2'11
P a g e | "
c. +ouri%m 4e$eloment *hallenge% The tourism industry faces a host of challenges, such as institutional weaknesses, underdeveloped and poor tourism products and destinations, as well as deficiencies in marketing and promotion. Poor coordination, under2preparation, and under2investments mark the sector : reason for the country and the region in particular to underperform and fall behind other destinations. -nne% - shows a list of the issues and challenges the regions tourism sector faces as identified in the /T?P, the S3-? Tourism =oadmap and from the results of the 3entral 4u5on Tourism Summit. - comprehensive discussion of the challenges has already been made in the S3-? Tourism =oadmap, but a brief description is also given here if only to give another forum for recognition of these challenges as well as to provide a fresh perspective of the tourism situation in the region. Tourism Product "evelopment and #arketing 3entral 4u5ons wealth of diversity is also reflected in its tourism products or attractions, with natural, cultural to man2made recreations dotting the regions tourism landscape. Gowever, it lags behind in visitor statistics compared with other regions of the country even as the region lies geographically pro%imate to Metro Manila, which serves as the biggest local source2market for tourism. 6f any this only reflects the lack of competitiveness or readiness of the regions products to meet visitors e%pectations and needs. 6n this regard, the sector needs more help in terms of developing and packaging tourist attractionsLdestinations into something more competitive and sufficiently interesting as to stimulate curiosity and visits. -s earlier mentioned the regions tourism attractions are numerous and varied, from the @est Philippine Sea to the Pacific, and across all seven provinces. Many of these attractions, however, are underdeveloped or poorly maintained hence they do not get the desired attention or interest. -lbeit the number of visitors is growing, these largely converge in the provinces of Cambales and Pampanga, or in particular the Subic23lark area. -s tourists go where they naturally could gain tourism e%perience, the influ% of tourists in the S3-? 3orridor only suggests that this destination has more to offer than the other areasLprovinces. Still the general observation is that the region has little to offer in terms of e%perience, with the attractions, although numerous, not connected or organi5ed into interesting packages. - big factor to this is the fragmented nature of tourism planning and development, with the latter being a responsibility of local governments. This being the case, there is little of *oint or collaborative action that is done to make tourism promotion and development more efficient and produce more impact. The responsibility of the 4AUs in the formulation, implementation and monitoring of their own local tourism development plans is reflected in the /ational Tourism -ct of !""( under =ule >666 7Shared =esponsibilities of /ational and 4ocal Aovernments8 where it states that 4AUs shall prepare, adopt, implement and monitor their local tourism development plans,
P a g e | 7
enforce standards for tourism enterprises and collect statistical data for tourism purposes. The same -ct likewise emphasi5es the need for ?T and ?64A to integrate all local tourism development plans by 4AUs in the formulation and annual updating of the national tourism development plan. Marketing is also not given enough push because of limited resources, lack of organi5ed tourism packages and poor coordination among tourism industry players. There is little also of market research to generate the information needed for sound tourism product planning and development. -t best such information or task is left to the central agency or individual industry player to generate or undertake. -s provided for in the same -ct, 4AUs shall implement a system for the collection and reporting of tourism statistics 7including global tourism market trends8, status of tourism plans and programs, as well as inventory of tourism resources in their area of responsibility for submission to the ?epartment of Tourism. Access Travel between points outside of the Subic23lark 3orridor is hampered by trafficB ineffi cient, inade
The challenge in this concern is in gathering and harmoni5ing the individual actions of industry players, so that the impact of such actions is felt and e
P a g e | 8
for tourism planning, delivery of
P a g e | 1'
I.
+he Region in the *onte9t o the :ational +ouri%m 4e$eloment Plan
The national government through the ?T recently completed the preparation of the /ational Tourism ?evelopment Plan !"## : !"#). The plan outlines how the country shall build its competitive strength as a tourist destination and reali5e its vision of becoming a must e%perienceN destination in -sia. The plan takes on a spatial strategy which involves the development of tourism cluster destinations the identification of which was based mainly on the presence of access infrastructure or gateways and the areas tourism potential. +ecause of its airport, sea port and e%cellent road network, 3entral 4u5on has been identified in the /T?P as one of the priority cluster destinations. The plan is to build on the regions strength in the areas ofD entertainment/amu%ement5 %ort%5 beach re%ort5 e$ent%5 I*E5 ecotouri%m5 wellne%%5 medical and retirement touri%m. - profile of the region, which describes the regions tourism development potential, opportunities and needs, is here shown in Table !. 6t would be on this basis that the regional tourism action plan is formulated.
+able 2. trategic *lu%ter 4e%tination Proile :ame o *lu%ter
:P)6 *entral -u;on *lu%ter
4ocation K 3omposition
The 3luster comprises seven Tourism ?evelopment -reas, namelyD /P2)- Subic23lark2Tarlac 3orridor, /P2)+ /ueva ci*a, /P2)3 Pampanga, /P2)? +ulacan, /P2) Cambales, /P2)0 +ataan 3oast and Ginterland, and /P2)A -urora.
Main Tourism =esources L -ssets
3oastal beaches and coves, protected forested mountain landscapes and ecotourism resources, rich cultural heritageOhistoric sites and buildings, customs, tradition, cuisine and festivals of its peoples, and its leisure, entertainment, sport and meetings facilities.
-ccess
?irect international air services to 3lark and Subic and by road 7mostly e%pressway8 from Metro Manila, as well as from /orthern 4u5on.
Tourist -ccommodation 0acilities
!,"9( hotel rooms in ?T2accredited facilities located mainly in urban centers operating at )'E room occupancy. Many smaller scale hotels, resorts, inns, and guesthouses are not accredited.
Tourism Metrics
'&&,9$1 arrivals in tourist accommodation in !""9 of which #)',&!! were international and &)9,'!' were domestic arrivals. !""" to !""9 3-A= was #".)'E. The Subic23lark2Tarlac 3orridor accounted for around )"E of total arrivals.
4e$eloment Potential Internal trength% • •
3lark and Subic international gateways @ell2 developed road access to and within the cluster
Internal (eakne%%e% •
•
Substandard access and visitor infrastructure and services at most tourist sites 6nsufficient accommodation capacity to allow for sustained
P a g e | 11
•
•
growth
?iversity of tourism assets Strong private sector regional tourism association
•
E9ternal <ortunitie% •
•
•
@eak public sector coordination a nd tourism governance
E9ternal +hreat%
%panding international and domestic tourism markets Positioning the 3luster as a ma*or mi%ed use tourism destination attracting niche to mass international and domestic markets 3onsolidate 3lark as the premier international tourism gateway to the Philippines
•
• •
Uncoordinated and uncontrolled development leading to overdevelopment, congestion, pollution and loss of natural and cultural heritage value >olcanic eruptionsOMt. Pinatubo and earth
arket Product 4e$eloment <ortunitie% ?eveloping beach and island resort, leisure, entertainment sport and ecotourism facilities as well as ma*or multi2 purpose convention and e%hibition facilities directed at the regional international and domestic tourist markets supported by broad range of nature a nd culture sightseeing activities. (ey Products) :ature Ba%ed5 un and Beach5 *ultural +ouri%m *trategic Products+#arkets) I*E5 -ei%ure = hoing5 >ealth = (ellne%%5 *rui%e +ouri%m pportunity+-iche) :autical +ouri%m5 Education5 Retirement +ouri%m
?ey 4e$eloment 4eiciencie% and :eed% Acce%% = *onnecti$ity
• •
•
+ouri%t ite = Attraction 4e$eloment +ouri%t Accommodation :eed%
•
• •
• •
3ompletion of phase ! of terminal # 7budget carrier terminal8 and second terminal at 3lark 3ompletion of national road improvements linking the provinces within the cluster and to the clusters to the /orth Aaining access to legacy flight carriers or markets 6mproving last mile access road access and at2site visitor infrastructure and operations and maintenance to key natural and cultural heritage tourist sites coastal, island and mountain landscapes and protected areas ?evelop small, medium and large beach resorts ?evelop ma*or leisure, entertainment, sport, and convention and events facilities in 3lark, Subic and Tarlac ?evelop e%tensive day tour sightseeing, theme attraction, adventure, and sports products. @ell2maintained facilities and services in every tourism destination 7airports, parks etc.8 0orecasts -rrivals !"#" : !"#)
+aseline 7!"#"8
4ow Arowth Scenario !"#)
Gigh Arowth Scenario !"#)
0oreignD #$',1)1 ?omesticD $$),&&9
0oreignD #(',&$! ?omesticD '(9,#&)
0oreignD $&', !'9 ?omesticD 1(",1#'
TotalD '(!,#"'
TotalD 1(&,$19
TotalD #,!!',(1&
/oteD 4ifted from the /T?P
P a g e | 12
.
Action Plan
0igure #" illustrates the framework and the general direction of action towards achieving tourism development in the region. 6t shows how the 3entral 4u5on Tourism -ction Plan 734T-P8 will take off from the development approach and strategies identified in the /T?P, and contribute to achieving the national tourism goals and vision. =elevant to said pursuit, the 34T-P is therefore geared towards building the regions own tourism competitive strength, with focus on the measures or steps falling under the three ma*or thrusts of the /T?PD a8 imro$ing market acce%% and connecti$ityB b8 de$eloing and marketing cometiti$e touri%t de%tination% and roduct%B and c8 imro$ing touri%m in%titutional5 go$ernance and human re%ource caacitie%.
!igure 1'. *entral -u;on +ouri%m 4e$eloment !ramework
P a g e | 13
Core *trategy ?evelopment of Tourism 3enters and Themes Said activities shall build on the main strategy, which is to develop a core area in each province as main attraction or service center, while developing Subic and 3lark as the nuclei or hub for tourism in the region, with these areas providing the gateways.The core areas shall be called the tourism centers of the region. @hile the strategy does not preclude the development of other areas or attractions in the provinces, priority attention shall be given to developing the tourism centers as the regions ma*or tourism showcase. The idea is to have in each province a convergence point where visitors would have the amenities, facilities and attractions of interests to tourists all in one place. ach tourism center would promote a different theme or carry a uni
P a g e | 1&
region. -s such, province would have its uni
*ore +heme
colored points or circles are the tourism centers, with the biggest circle as the gateway and *ump off point. The arrows show that from the gateway, tourists can choose to go to any of the various tourism centers as destination.
!igure 11. +ouri%m 4e$eloment Area%/er$ice *enter%
0or the themes, the provinces have chosen to develop their tourism centers around the following conceptD
P a g e | 1,
Aurora
Surfing and 3ountry Aet -way
Bataan
Gistoric Place of >alor
Bulacan
-rts, 3ultural and Gistorical 3enter
:ue$a Eci@a
-gri2Tourism and /ature -dventure ?estination
Pamanga
3ulinary Gotspot
ubic)*lark
4eisure, Sports, M63 Gub
+arlac
Pilgrimage and cotourism Site
ambale%
+each and Mountain Gideaway
-s earlier mentioned, development of tourism centers will be pursued taking into consideration the core potential of the provinces. The target is to develop the areas or tourism centers into hubs of attractions in the respective provinces, by creating a physically appealing and secure environment and by making available the amenities, facilities, services and infrastructure needed. The strategy will be supported by the following interventions to be carried out in the ne%t four 7$8 years, from !"#&2!"#). Such actionsLmeasures shall serve as platform for 4AUs and other tourism stakeholders for development of tourism in their respective sphere of influence. Table 'shows the plan in matri% form with corresponding e%pected outputs or outcome.
A. 4e$eloing and arketing *ometiti$e +ouri%t 4e%tination and Product% Product "evelopment
P a g e | 16
Tourists travel beyond borders for leisure and fun and to e%perience and learn from what other places have to offer. 6t is important therefore that tourist destinations are ready to provide or meet the e%pectations of tourists, otherwise, anything less may diminish tourists interests and enthusiasm and limit the opportunities for return visits or free word2of2mouth promotion. arlier assessment of the regions tourist attractions describes these as needing enhancements, not being enough and not connected. -lthough the region has the advantage of access, it is not the preferential choice as statistics also indicate. Thus, the challenge for the region is to develop its tourist attractions into something that would truly be a must e%perienceN for tourists. +elow are the steps the region shall take towards achieving the above2said ob*ectiveD
#. rgani5e clusters of tourism development areas. The region shall pursue clustering of the T?-s as a strategy in the development and promotion of tourism destinations. This is to facilitate integrated planning and convergence of efforts of areas in the cluster 222 such approaches being necessary in coming up with tourism products capable of generating a bigger impact than that created by individual T?-. The approach is likewise recommended to help in organi5ing and promoting tour packages covering attractions from one or several T?-s. The T?-s shall be divided into four 7$8 clusters 7see 0igure #!8D
•
*)1
•
*)2
• •
*)3 *)&
(e%t *entral -u;on *lu%ter con%i%ting o ambale%5 Bataan5 *A4*5 the ubic !reeort and
!igure 12. *entral -u;on +ouri%m *lu%ter%
P a g e | 1"
!. =ehabilitationLredevelopment of T?-s !.#. 0ormulate local and site tourism development and management plans for enhancing the regions tourist attractions. ach tourism development area is assigned a product theme based on the areas natural assets and tourism potential. Gowever, much of the e%isting related tourist attractions, including facilities, in the T?-s are underdeveloped and needing enhancement. -s such, local development plans : including site development and management plans : shall be prepared to lay down how the attractions and facilities in the T?-s may be enhanced to provide tourists high
!.!. Site improvement
P a g e | 17
6n enhancing the tourist destinations, attention shall be given to increasing the activities that tourists can engage in including the followingD ?eveloping uni
&. ?evelop new market2competitive destinations and products. The clusters long2run ob*ective is to develop new market2 competitive destinations and products, identify areas of complementation, and accordingly work towards said end. ne promising venture that may be e%plored is the development of Subic as one destination in several island2hopping cruise packages, the like of Subic2Puerto Aalera2 +oracay2Palawan cruise. Priority shall also be given to developing the regions strength as identified in the /T?PD entertainment+amusement, food, sports, beach resort, events, #&CE, ecotourism, wellness, medical and retirement tourism. ?eveloping these attractions would be done according to the T?-s core themes, to facilitate complementation of attractions as well as to ensure that resources are invested in areas or activities that would have a bigger chance of being sustained. The ?T, -T34 and the appropriate agencies 7i.e. ?/= for ecotourismB ?T6 and P=- for wellness, medical and retirement tourism8 shall engage themselves in identifying the attractions to be developed and in preparing the plan for each category of attraction 7i.e. ecotourism development plan, retirement tourism development plan, beach development plan, etc.8. 0or ecotourism, the sites initially identified for development areD
P a g e | 18
The potential of the region, particularly 3lark and Subic, as destination or site for big conventions shall be looked into. 3urrently, only small to medium2scale conventions are being catered to by the freeports because of limited facilities. fforts hence shall be taken towards establishing the appropriate incentives for encouraging investment on large2scale convention facilities. The region shall also look into opportunities for developing integrated resorts such as the like of =esort @orld in Manila, Aenting Gighland of Fuala 4umpur and Sentosa in Singapore. This could be an output of the clustering approach or of individual local government unit or private group or individual. $. stablish Tourism nterprise Cones and relevant incentives for encouraging tourism investments. =elatedly, to encourage investments in tourism 7i.e. investments in new facilities, e%pansion, rehabilitation or upgrading8, the T?-s shall look into the establishment of Tourism nterprise Cones and the development of the appropriate incentives for such endeavors. 6dentified 5ones shall be delineated or mapped and incorporated in the land use plans of the municipalities or cities encompassing the TCs. '. 3onduct cultural mapping and implement preservation and development of cultural and historical heritage sites.
P a g e | 2'
-nother priority as emphasi5ed in the /T?P is cultural tourism. fforts are now underway in
various parts of the country for the mapping of these areas cultural heritage. The same shall be pursued in the region, with the mapped sites subse
The region could benefit from more and better accommodation facilities as these were described as relatively fewer than in other regions and of poorer
#arketing and Promotion
#. Tourism branding The region shall engage its stakeholders in the formulation of a tourism brand for the region. More than an advertising tool, tourism branding shapes and bestows on a tourism destination an identity uni
P a g e | 21
buffs, culinary enthusiasts, ecotourists, sportsLadventure enthusiasts. Use of multi2 media shall increasingly but *udiciously utili5ed to generate as much interest as is widely possible, particularly in the domestic market as the regions main source. &. Garmoni5e promotional collaterals and e%pand use of other marketing media. 6ndustry stakeholders, i.e. ?T, 4AUs, S+M-, 3?3, private organi5ations, shall review and harmoni5e promotional collaterals for their efficient production and greater impact. Travel guidesL flyersLbrochures shall be unified and made available in visitor information centers. -lso, the internet and other forms of social media will be used e%tensively for posting information or travel guides to include important information such as transport routes and cost. $. rgani5e and encourage participation of tour operators in local tourism promotion. Tour operators in Tarlac, /ueva ci*a, -urora and Cambales in particular 7other areas have organi5ed tour operators8 shall be encouraged to organi5e and participate in promoting destinations in their areas. Presently, tour operators are focused on the outbound market because tourism packages from outside of the region are more mature and ready for selling. '. ?evelop day2trip and weekend tours. 6n the short term period, the clusters shall work on organi5ing their day2trip and weekend tours or packages. The clusters shall work closely with tour operators to develop tour packages with a better chance of being marketed. 0or this attention may be given to developingD •
/ature and eco2trail
•
Gistorical and cultural trail
•
3ulinary trail
•
utdoor recreation trail
•
Areen trail
). Market research build2up and database management Market research shall be intensified via public and private sector collaboration. -part from improving ?Ts market research function, the agency shall tap into the network of academic institutions offering tourism as a course for research support. 4ikewise, the possibility of e%tending ?T and -T34 partnership to cover research shall be e%amined, while the private sector 7e.g. hotels and travel agencies8 may be engaged to conduct market surveys. The ?T shall work with these institutions in identifying the needed market research and the mechanics for partnership. Ultimately, the ?T shall
P a g e | 22
serve as the repository of all data and researches done on the industry and by various entities.
B. Imro$ing +ouri%m In%titutional5 Go$ernance and >uman Re%ource *aacitie% Sustaining tourism re
#. Pursue the development and implementation of a tourism enterprise accreditation system. -ll efforts to developing tourist attractions and luring tourists to come would be futile if the
P a g e | 23
!. 6mplement streamlining of business permit and licensing system and lower cost of doing business. The region has already made headway in the streamlining of 4AU business permit and licensing system and conse
P a g e | 2&
The region shall initially look at e%isting structures, such as the /=+-3, -T34, and the S3-?, as possible mechanism or facility for tourism investment facilitation. /=+-3 and S3-? are currently into investment facilitation, but their scope of work is limited to local businesses for /=+-3 and the Subic23lark2Tarlac corridor for S3-?. ne option is to establish areas of complementation of these two offices to create a network and system for responding to investment facilitation needs. -T34 could be tapped for support in terms of information and other forms of assistance as appropriate in the members respective areas. -nother option is the creation of an entirely new office that would be the hub for all investment promotion and facilitation in the region on tourism. This could take the form of an authority or commission especially dedicated to tourism investment facilitation and promotion in the region. '. Strengthen multi2stakeholder partnerships and industry integration Tourism is more than a governments *ob. 6t is a pursuit that reital in said alliances is the private sector, this being at the frontline of tourism activities, i.e. providing the products and services en*oyed by tourists. Aetting the sector to engage in the decision2making processes for the promotion of tourism is not only beneficial but critical to ensuring sustainability of tourism. 4ocal tourism councils have been formed in all T?-s but most are inactive. Tapping on the wealth of public and private resources to stir tourism development shall be pursued to help bring the region to where it wants to go. 3orollary, revival and strengthening of said councils shall be among the activities, including a look at a proposal to increase private sector membership in the councils, as well as encouraging sub2sector integration in the private sector. The latter is to have better coordination among sub2sector members, encourage these to carry only one voice and to participate more actively in the development process, to complement those in the public sector such as the -ssociation of Tourism fficers of 3entral 4u5on 7-T348. ). Strengthen ?Ts role as facilitator and coordinator of regional tourism development and promotion. ?T support is especially crucial in building capacities of 4AUs in planning for and responding to the challenges to tourism development and management at the local level. Gowever, active and effective rendering of its role re
P a g e | 2,
and partnership with -T34, and assist the association develop its capacity for helping promote tourism development. 1. Public and Private =esource Mobili5ation -s public funds are most often not enough to finance tourism promotion and development, building on public2private sector collaboration is vital to securing the resources for supporting the sectors pursuits. This is also to ensure that limited government funds are invested in areas where it would most matter, such as in infrastructure support and enhancing government services, while leaving or allowing private sector participation in areas where these have the e%pertise such as in site development and marketing. This way also the region is able to ensure that no area is left out in the process of developing the sector. To help augment national government resources, the local government units shall e%amine and institute measures for raising local funds, such as from ta%es or fees from tourism2 related activities or enterprises. 9. ?evelop competent and productive tourism workforce. Tourism is a people to people enterprise. 6t needs good, competent workforce to deliver the services that would meet customer satisfaction. Superb service in addition to e%cellent attractions guarantees repeat visits or patronage.
Gence, it shall be the
regions
P a g e | 26
tourist police assistance outposts in strategic locations and provision of the necessary tools for police
0ormulate and adopt local tourism codes 3odes are necessary guide for action or set of principles that act as limits or boundaries to what individuals and entities can or cannot do. -s service standards or guidelines for regulating and managing actions, tourism codes therefore are formulated to ensure that tourism development is sustainable. 3urrently, only longapo 3ity and -ngeles 3ity have legislated tourism codes. To ensure that growth from tourism is inclusive and that no area in 3entral 4u5on is left out, the region shall hence encourage 4AUs and other relevant agencies 7e.g. ?/= for ecotourism8 to craft their tourism code.
*. Imro$ing arket Acce%% and *onnecti$ity 6nfrastructure is key to mobility and access of tourists to tourism destinations. This makes it hence an indispensable component that government must provide among other elements in order that tourists may be encouraged to visit. ase of access may be facilitated through provision of paved roads and transport facilities that are convenient, safe and reasonably priced. 6n ensuring this for the regions visitors, the following measures shall be pursuedD
#. Study how to rationali5e transport fares and organi5e transport services from the 3lark 6nternational -irport to points of destination to ensure reliable and reasonably cost transport service. 6n the interim, the region shall work on setting the transport cost from point to point and posting such information online or on signages in transport terminals.
P a g e | 2"
This shall be reali5ed through the collaborative effort of the relevant agenciesLentitiesD ?T, 36-3, 4T0=+, ?T3, 3?3, S+M-, transport organi5ations, 4AUs. !. Provide alternative transport modes other than land2based transport. The potential of sea2based transport shall be e%plored especially in the western seaboard. The PP- shall be re63s8, rest stops, and directional signage. The above2said services are needed for ease of mobility and travel convenience. The target is for all T?-s to have their >63s and to establish these in areas fre
P a g e | 27
!igure 13. touri%m Road Inra%tructure 2'12/2'13 Aro$ed/Proo%ed +RIP
P a g e | 28
+able 3. +RIPD% with Aro$ed Allocation
6.
:ame/-ocation o Pro@ect 0Q !"#! #. Pantabangan23anili +ypass =oad -urora
!. -
Allocation PD'''0
#"","""
#"","""
#'",""" '",""" #"",""" #"","""
tatu%
Phase #D !1.#( E completed 7Target ?ate of 3ompletionD 0ebruary !"#$8 #.'E completed 7T3?D -pril #), !"#$8B suspended due to ==@ issues Phase ! D ngoing preparation of Program of @ork 7P@8 !!.!E completed 7T3?D ctober !"#&8 Target StartD May !"#& T3?D May !"#$ +idded outLPost +id evaluation ongoing
#'","""
ngoing survey works for the preparation of plans thru outsource by +?
#"","""
ngoing -s staked survey Target StartD May !"#& T3?D Hanuary !"#$
P a g e | 3'
+able &. +RIPD% Proo%ed or ! 2'1&
:ame o Pro@ect +agac2Mariveles =oad 7Upgrading8 7access road leading to -nvaya 3ove and +ataan Technology Park8 Paseo del 3ongreso 7access road leading to +arasaoin 3hurch and 3asa =eal8 3oncretingL6mprovement of ?uhat2 +unducan =oad, +ocaue, +ulacan7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of +ocaue :Sta. Maria via Taal =oad +ocaue, +ulacan7access rd leading to 3iudad de >ictoria8 3oncretingL6mprovement of +ocaue ld =oad, +ocaue, +ulacan7access rd leading to 3iudad de >ictoria8 3oncretingL6mprovement of +intog24iciada2 Pandi =d. 7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of Santol+intog =d, +alagtas, +ulacan 7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of 6gulot Municipal =d, +ocaue, +ulacan 7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of +alubaran =d, +ocaue, +ulacan 7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of +olocan =oad, +ocaue, +ulacan 7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of +inang #st =oad, +ocaue, +ulacan 7access road leading to 3iudad de >ictoria8 3oncretingL6mprovement of +inang !nd =d, +ocaue, +ulacan 7access road leading to 3iudad de >ictoria8 +ocaue2San Hose2+agbaguin2Puso =d., Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8
Pro@ect *o%t PD'''0 '1!,"""."""
-ocation
#'!,(99."""
+ulacan
#"(,""'.9$&
+ulacan
!1&,(!(.(#"
+ulacan
'&,1&".)9!
+ulacan
!&9,""1."#)
+ulacan
#1",)9$.#)!
+ulacan
1,'9$.91!
+ulacan
#&,(11.#&$
+ulacan
#!,$!9.$!1
+ulacan
',(((.##(
+ulacan
#,1&$.'!#
+ulacan
)&,$#!."&(
+ulacan
+ataan
P a g e | 31
:ame o Pro@ect @idening of Sta. Maria +ridge and -pproaches 7access road leading to 3iudad de >ictoria8 3onstruction of San Aabriel +y2Pass +ridge, Sta. Maria, +ulacan7access road leading to 3iudad de >ictoria8 San AabrielRMahabangParang =d., Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 Paso2San Aabriel =d., Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 Paso2Tabing+akod =d., Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 San2Aabriel23amangyanan2Faybitin =d., Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 ?uhat2Marilao %it =d. 7service road8, Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 Tabing+ukod2+agbaguin +y2Pass =d., Sta. Maria 7access road leading to 3iudad de >ictoria8 San Aabriel +y2Pass =d., Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 Patubig =oad, Marilao, +ulacan 7access road leading to 3iudad de >ictoria8 Sta. =osa 6623amangyanan =oad, Marilao, +ulacan 7access road leading to 3iudad de >ictoria8 3amangyanan =oad, Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 3amangyanan2Faybitin =oad, Sta. Maria, +ulacan 7access road leading to 3iudad de >ictoria8 =ehabilitationL6mprovement of Mayantoc : San 3lemente 3ircumferential =oad 7access road leading to Falaw /ational Park and Timangguyob8
Pro@ect *o%t PD'''0 1',&!$.$!&
-ocation
1&,(#".!&$
+ulacan
)$,#("."!$
+ulacan
)1,!9".&("
+ulacan
$9,'"(.191
+ulacan
)#,!(&.&'$
+ulacan
&!,"!9.!&!
+ulacan
#',)(!.9)!
+ulacan
!",)#!.#&'
+ulacan
!!,#&".&$'
+ulacan
'",191.)19
+ulacan
!),'&&.)$#
+ulacan
#),'1'.)9#
+ulacan
##$,$1"."""
Tarlac
+ulacan
P a g e | 32
:ame o Pro@ect 3oncreting of co Park ?ownhill access road leading to co2Tourism Park -sphalt verlay of Tibag co Park =oad and 3onstruction of 4ubigan +ridge 7access road leading to co2Tourism Park and Monasterio de Tarlac8 =ehabilitationL6mprovement of 3ycling 3ircuit =oad 7access road leading to Mt. /gile Picnic Around8 3oncreting of =oad /etwork within co2 Tourism Park 3oncreting of 4ubigan+ueno -ccess =oad leading to +ueno Got Spring 3onstruction of +ueno?onnel =est.2 ?apdap =oad 7access road leading to +amban hills and cave8 ?ampaySala5a =oad 7access road leading to Mount Tapulao co2Tourism Pro*ect8 SourceD ?P@G2=666
Pro@ect *o%t PD'''0 19,!"'."""
-ocation Tarlac
)$#,)""."""
Tarlac
#9#,#"9."""
Tarlac
!$,9$"."""
Tarlac
!11,)$"."""
Tarlac
#&),&"'."""
Tarlac
19,!"'."""
Cambales
P a g e | 33
&mplementation Program +able ,. *entral -u;on +ouri%m Action Plan atri9
:+4P trategic 4irection 1 4e$eloing and marketing cometiti$e touri%t de%tination and roduct% Action
Re%on%ible/Particiating Entityie%0
Product Development
?T, -T34
Rehabilitate/rede$elo +4A% 4AUs, ?/=, ?T, ?T6, S+M-, 3?3
•
3onduct diagnostic assessment of sites 0ormulate local tourism areaLsite development plansLbusiness plan
•
6mplement site improvement
4AUs, ?T, T6C-
•
?eveloping uni
nhancing the aesthetic character or environmentL beautification pen spaceL amusement or green park development ?evelopment of walk paths, local art or craft shops Providing areas or venues for sports or outdoor recreation
4e$elo new market)cometiti$e de%tination% and roduct% ?evelopment of Subic for • cruise tourism ?evelop facilities for large • conventions in 3lark and Subic ?evelop potential for • entertainmentLamusement,
S+M-, ?T S+M-, 3?3, ?T 4AUs, ?T, ?/=, ?T6, S+M-, 3?3, private sector
+ime !rame hort
edium
-ong
P a g e | 3&
sports, ecotourism, wellness, medical and retirement tourism ?evelopment of integrated • resort E%tabli%h +E% and in$e%tment incenti$e% *onduct *ultural aing
Imlement re%er$ation and de$eloment o cultural and hi%torical heritage 4e$elo or imro$e accommodation and other %er$ice acilitie% Inten%iy romotion o touri%m) local indu%try linkage
Private Sector T6C-, 4AUs 4AUs, /G6 4AUs, /G6, ?T
?T, private sectorLassociations of hotels, resorts and restaurants, 4AUs ?T6, ?T, private sector
Marketing and Promotion
?evelop and promote a unified tourism brand ?etermine target markets
4AUs, ?T, S+M-, 3?3
Mobili5e various media to promote 34s attractions
?T, 4AUs, 3?3, S+M-
Garmoni5e marketing and promotion collaterals rgani5e tour operators
S+M-, 3?3, 4AUs, ?T
?evelop tour packages
Tour operators, S+M-, 3?3
Strengthen market research and database management +uild ?Ts market research • database /etwork with academic and • other institutions
?T, -T34, 3?3, S+M-
*
*
?T, tour operators
?T ?T, academe, market research institutions
*
P a g e | 3,
:+4P trategic 4irection 2 Imro$ing touri%m in%titution%5 go$ernance and human re%ource Re%on%ible/Particiating Entityie%0
Action
?evelop and implement a tourism enterprise accreditation system and standards 6nstitutionali5eLestablish policies for regulating and monitoring tourism enterprises Streamline business permit and licensing system and reduce cost of doing business 6nstitutionali5e local tourism offices and build capacities of 4AUs
?T, 4AUs, =?3
?etermine and establish an appropriate mechanism for facilitating tourism investment promotionI6nvestors -ssistance ffice 76-8J Strengthen stakeholder partnerships Strengthen ?Ts capacity as coordinating and facilitating body Mobili5e public and private resource for tourism promotion and product development ?evelop competent and productive tourism workforce
=?3, ?T6, S3-?
+ime !rame hort
?T, 4AUs
?T6, 4AUs
4AUs, ?T
*
?T ?T, T6C-T34, 4AUs, /A-s
*
4AUs, S+M-, 3?3, ?T, TS?-
*
6ntensify tourism security
4AUs, P/P
*
?evelop and implement programs for safeguarding vulnerable groups 0ormulate and adopt local tourism codes
4AUs, ?S@? 4AUs
edium
-ong
P a g e | 36
:+4P trategic 4irection 3 Imro$ing market acce%% and connecti$ity Action
Re%on%ible/Particiating Entityie%0
rgani5e tourist transport services and rationali5e transport fares
4T0=+, S+M-, 3?3, 36-3, ?T3
Study the possibility of alternative transport mode, in particular the revival of the port of rion for Metro Manila and 3entral 4u5on connection through the western seaboard
?T3, 4AUs
6dentify and build priority tourism road infrastructure
4AUs, ?P@G, ?T,
+uild, install >63s, clean rest stops, directional signage
?T, T6C-, ?P@G
6mprove traffic management
4AUs, ?T3
:ote
I.
*
+ime !rame hort
edium
-ong
*
) continuing acti$ity
Policy Recommendation%
Policies are needed to guide and set the basis for actions. Such are important to facilitate the implementation of the plan as well as in eliciting the cooperation and participation of all concerned stakeholders. The following policies are recommended for adoption especially at the local level 7national policies are already in place8D •
•
Support tourism industry development through provision of appropriate incentives, infrastructure and services. nsure management and protection of the environment and natural resources in tourism development areas.
P a g e | 3"
•
Preservation and development of the tourism potential of historical and cultural heritage sitesLassets for the perpetual en*oyment, education and appreciation of both local people and tourists.
•
nsure reasonable transport fares for locally2regulated public utility vehicles.
•
nsure ease of access through provision of road infrastructure and traffic management.
•
•
•
•
•
•
•
6n the rehabilitation or upgrading of tourism road infrastructure, preserving trees alongside roads to be rehabilitated is given premium to the e%tent that it is practicable, otherwise replacement of trees that have to be cut must be ensured. nsure the accreditation of tourism establishments with the ?T and the maintenance of facilities, amenities and services within standards. Promote skills upgrading and licensing of tourism workers. nsure that the local areas physical development should be in harmony with nature and its scenic attractionsLambiance. /o signboards shall be installed in areas that would block, diminish or ruin the regions scenic viewsLlandscapes. Provide for the protection of children, women, indigenous people and other vulnerable groups from the adverse social impacts of tourism. nsure safety and security of tourists in T?-s at all times.
II. Imlementation Arrangement -s the task of tourism promotion and development encompasses broad range of activities and players from various fronts :national government agencies, local governments, government corporationsLauthorities and private organi5ations : coordination and integration of all said entities actions is therefore crucial to the successful accomplishment of our tourism goals. More important is the actual delivery or discharge of the tasks or roles of the network of stakeholders in the promotion of tourism. ?elineation of the roles of the various sectors or institutions is important to provide clear guide for actions, and avoid duplication of functions and non2action.
P a g e | 37
4<+D -s the lead agency in the promotion of tourism development, the ?T shall be at the forefront of the =T-Ps implementation. Primarily, ?Ts role shall include the followingD •
•
•
•
verseeLcoordinate the implementation of the 34T-P and report on progress to the =?3B Provide technical assistance to tourism stakeholders for the effective discharge of their roles or functionsB -ssist 4AUs build their capacities for implementing activities supportive of the tourism action plan and the promotion of tourism in generalB Provide direction or guidelines as may be necessary in the implementation of programs or activities relative to the Plan.
R4*)*+D -s the body created to formulate the 34T-P, the 3ommittee shall have the primary role of monitoring and assessing the Plans implementationB providing policy directions and recommendations that would help push for the attainment of the Plans ob*ectiveB and ensure consistency of contribution to the overall regional development thrust and priorities. -GF%D -lso at the forefront of tourism promotion and development, the 4AUs shall take the following rolesD •
• •
0acilitate implementation of the plan at the local l evel through provision of the necessary mechanisms and systemsB Provide for the environment conducive to tourism development in the areaB and Promote the culture of tourism at the local level to help create a tourist2friendly environment and enhance the local areas tourism attraction.
A+<*E-D • • •
-ssist the ?T in ensuring the harmonious and coordinated implementation of the plan Provide technical assistance in the implementation of the Plan nsure plan implementation at the local level
*oncerned RGA%/go$ernment oice%D •
Support implementation of the =T-P through appropriate programs and budget
Pri$ate ector/A%%ociation% o +ouri%m takeholder% D • •
nsure that activities are in line with and supportive of the ob*ectives of the plan. ?evelop products in accordance with the Plan
