Developing Competitive Tourist Destinations

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2. Developing and Marketing Competitive Tourist Destinations and ProductsThe regional stakeholders noted that in order to facilitate the flow of tourism to the existing and emerging tourism development areas, priority should be given to the following subprograms:

» Designing and implementing a sustainable tourism transportation and destination infrastructure program to increase their capacity to handle growth in a sustainable way;

» Facilitating a concerted product development program offering a diverse range of products to the domestic and international markets giving special attention to the development of large mixed use tourism complexes in the vicinity of main international airports, and non-urban, community-based tourism programs in strategic locations;

» Designing and implementing a PPP-based mandatory tourism enterprise accreditation/certification system to raise the competitiveness of Philippine tourist facilities and services;

» Facilitating tourism investment, and simplifying business set-up and initial licensing and licensing renewal procedures;

» Safeguarding natural and cultural heritage sites, and vulnerable groups (women, children and indigenous groups) in the SCDs; and

» Designing and implementing a five-year PPP-based and funded marketing strategy and one-year rolling action plan targeting key growth markets focusing on marketing high quality products and experiences in the existing and emerging tourist development areas that are “must experience” in nature.

The related programs and projects to achieve this strategic outcome are set out below.

2.1 Implement a Sustainable Tourism Destination Infrastructure Program

Description of Program

The design and implementation of a within cluster destination transportation and infrastructure development is essential in order to ensure that they have the necessary capacity to handle increased domestic and international tourism growth between 2011 and 2016. In this context, the program seeks to: (i) improve the air, sea and road connections between the main entry points in the SCDs and their TDAs; (ii) where necessary improve water, power, sanitation, and solid waste management, and basic public sector tourist support services in the TDAs of the SCDs; and improve last mile access, visitor and nearby community infrastructure at key tourist sites in the vicinity of the TDAs in each SCD. The program will be achieved through two subprograms:

» Designing and implementing a TDA utilities and tourist support services infrastructure development subprogram within the SCDs; and

» Designing and implementing a tourist site access infrastructure subprogram.

Philippine National Tourism Development Plan 2011-2016

2

Proposed Subprograms and Projects

2.1.1 Designing and Implementing Services Infrastructure in Tourist Development

Description and Projects Time Frame

The implementation of this subprogram will involve the design and implementation of three projects:

» Project 1: The project involves the provision of water and power supply and water treatment in destination centers. Locations of the subprojects are in the following.

Tourism Development Areas Center DescriptionNorthern Philippines Tourism Area NP-2B Cagayan Coast Tuguegarao-Penablanca Solid waste managementNP-3A Laoag-Pagudpud Laoag-Burgos Solid waste managementNP-3B Vigan Vigan-Sta Catalina-Bantay Solid waste managementNP-4A Tuguegarao Tuguegarao Power supplyNP-5A Central Cordillera

Baguio City - La Trinidad Solid waste managementBanawe-Lagawe Solid waste management

NP-5B Benguet-Baguio Sagada Solid waste managementNP-5C Nueva Vizcaya Mt Pulag Solid waste managementNP-6A La Union Coast & Hinterland

Bauang-San Fernando-San Juan

Solid waste management

NP-6B Lingayen Coast & Islands

Alaminos-Bolinao Solid waste management

NP-8C Laguna de Bay Los Banos-Bay Solid waste managementNP-8DNasugbu-Looc-Ternate-Cavite Coast

Ternate-Naic Solid waste management

NP-8F Batangas Peninsula Tagaytay City Solid waste managementCentral Philippines Tourism AreaCP-1B Camarines Sur

Naga City Water supplyCaramoan Solid waste management

CP-1C Legaspi-Sorsogon Legaspi-Daraga Water supplyCP-3A Puerto Galera Puerto Galera Solid waste managementCP-3C Busuanga-Coron-Culion Islands

Busuanga Solid waste management

CP-4B Puerto Princesa

Water supplyPower supplySolid waste management

CP-5A Boracay-Carabao Island

Boracay

Solid waste managementPower supply

CP-6B Iloilo-Guimaras

Iloilo Solid waste managementGuimaras Solid waste management

CP-7A Northern Cebu-Bantyan Island

Bantayan Island

Solid waste managementWater supply

CP-7CTagbilaran- Panglao Island

Panglao Water supplySolid waste management

CP-9A Carigara Bay-Leyte Gulf Tacloban Solid waste managementSouthern Philippines Tourism AreaSP-1A Dinagat-Surigao Islands

Dinagat

Power supplySolid waste management

SP-5A Dapitan Dapitan Solid waste managementSP-5B Dipolog

Dipolog

Solid waste managementSolid waste management

SP-7A Davao City-Samal Island Davao del Norte

Samal Island

Solid waste managementPower supply

SP-7B Tiboli-Mt. Apo Forest Area

Water supply

» Project 2: Design and construction tourists information centers in 26 destination

Project 1:Starting date:

2012 Until 2014

Project 2:


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2.1.1 Designing and Implementing Services Infrastructure in Tourist Development

centers located nationwideStarting date:

2012 Until 2013

» Project 3: The project involves the construction of transport terminals and services in 26 destination centers located nationwide


2012 Until 2014

Lead Stakeholders Strategic PartnersProject 1: DOT, LGU, DOH, DILGProject 2: DOTProject 3: DOT, DOTC, LTO, LTFRB

Project 1: Tourism Councils, Chamber of Commerce, CSOsProject 2: Tourism Council, LGUProject 3: Transport owners, LGU, Operators and drivers associations

Destinations for implementationAll clusters

Estimated Cost (PhP) Potential Financing SourcesProject 1: 1,530,376,000Project 2: 5,690,000Project 3: 12,020,000

Project 1 Official Development Assistance and DOT and Local fundsProject 2 DOT fundsProject 3 DOT funds

2.1.2 Designing and Implementing Tourism Site Access and Visitor Infrastructure Improvements


This subprogram seeks to undertake site visitor improvements at 152 sites giving first priority to the 92 sites in the 9 SCDs with international airports. The subprogram will be implemented in two projects:

» Project 1: Improvement, rehabilitation and upgrading of approximate 450 kilometers of roads in destination centers and to 152 sites into all weather condition.

Scopes of works include upgrading from earth to gravel and gravel to asphalt concrete pavement, improvement of road and off road elements, and rehabilitation of damaged sections

Project 1:Starting date: 2012

Implementation: 5 years until 2016

» Project 2: Site Visitor Improvements at 99 priority sites in 9 SCD with International Airports:

This project comprises the following tasks:- Improvements to immediate site access and parking.- Provision of visitor center and interpretation facilities.- Provision of outlets for sale of food, beverage and souvenir items.- Provision of potable water and sanitary rest rooms.- Provision of solid waste management.- Provision of viewing platforms, trails, and directional/interpretative

signage; - Site restoration and conservation works.- Site safety measures; and - Training for site managers and local communities in interpretation,

tourism management, and site operation and maintenance.

- Monitoring and evaluation of progress

Project 2.Starting date:

Immediate through to 2014 with continuing

monitoring and evaluation


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2.1.2 Designing and Implementing Tourism Site Access and Visitor Infrastructure Improvements

» Project 3: Site Visitor Improvements at 53 priority sites in other SCDs without International Airports

This project comprises the same typical tasks as those listed in Project 1 above.

Attachment __ to this Appendix set out the cost estimates for the 152 sites.

Project 3.Starting date: 2013

through to 2016 with continuing monitoring

and evaluation

Lead Responsible Strategic PartnersProject 1: DOT, Provincial GovernmentProject 2: DOT (TIEZA) and Major Land Owners

Project 3: DOT (TIEZA) and site managers (DENR, LGUs, etc.)

Project 1: LGUs, Tourism Councils, CSOs, DPWH, DA, DAR Project 2: Investors and Financial Institutions, LGUs, DENR, DTI, SEC, and BIRProject 3: Bilateral and multi-lateral financial institutions, LGUs, DENR, DTI (OTOP), DA, etc.

Destinations for ImplementationAll Strategic Cluster Destinations giving priority to NP-3-Central Luzon Clark), CP-6-Central Visayas (Mactan-Cebu), SP-6-Davao Coast & Hinterland (Davao), CP-5-Western Visayas (Iloilo), CP-4-Palawan (Puerto-Princesa), NP-2-Laoag-Vigan (Laoag), Cagayan de Oro Coast and Hinterland, SP-5-Zamboanga peninsula (Zamboanga), and NP-7-Metro Manila-CALABARZON (NAIA).

Estimated Cost (PhP 000s) Potential Financing SourcesProject 1: P 3,735,060

Project 2: P 2,427,043Project 3: P 1,957,383

Project 1: DOT/LGUS/Donors (consider private sector funding and operations)Project 2: DOT (consider private sector funding and operations)Project 3: DOT (consider private sector funding and operations)

2.2 Develop Diversified Tourism Products that Engage Local Communities

2.2.1 Developing Major Mixed-use Tourism Complexes in the Vicinity of the International Airports

Description and Projects Time FrameThis subprogram seeks to bring about the development of major themed mixed-use tourism centres in the vicinity of the man secondary international airports of Clark-Subic, Mactan-Cebu, Davao, Cagayan de Oro, Iloilo, Puerto-Princesa, and Laoag. The subprogram involves 14 projects. Specifically, large to medium-scale mixed use integrated tourism complexes are proposed at the following locations:

- Clark and Subic based on: leisure, entertainment, theme attraction, shopping, MICE,

education, medical, and sports tourism centers in Clark (1); and

leisure, entertainment, beach resorts, wellness, sports, education, wintering/retirement tourism, cruise ship, and sports centers in Subic (1) and Zambales (1).

- Cebu and Mactan based on leisure, entertainment, MICE, shopping, beach and island resort, wellness and medical, cruise ship, and wintering/retirement tourism (2).

- Davao based on leisure, entertainment, MICE, shopping, beach resort (Samal Island), wellness, sports, marine, and cruise ship tourism (1).

- Cagyan de Oro—near Laguindingan International Airport based on leisure, entertainment, MICE, shopping, resort, wellness, sports, marine and cruise ship tourism (1).

- Iloilo based on leisure, entertainment, education, MICE, shopping, wellness and medical, and wintering/retirement tourism at the old Iloilo Airport site with cruise ship facilities at the entrance to the Iloilo River (1).


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- Puerto-Princesa based on leisure, entertainment, MICE, shopping, resort, wellness, sports, marine, and cruise ship tourism (1).

- Laoag based on leisure, entertainment, MICE, shopping, resort, wellness, sports, marine and cruise ship tourism (1).

- Manila based on leisure, entertainment, MICE, shopping, resort, wellness and medical, and sports tourism in the Manila Bay, Makati, Fort Bonifacio Global City, Quezon City, Cavite, and Nasugbu area (5).

» Project 1: Encouraging the Development of major mixed-use tourism complexes

This project comprises the following tasks:- Meet with the major landowners in the vicinity of each secondary

international airport to- Identify sites and discuss interest in undertaking these developments.- Where appropriate, provide TEZ designation and full range of incentives

to those that indicate interest in developing their sites along the lines proposed in the NTDP.

- Assist in developing access, power, water, sewerage and solid waste management infrastructure in support of the development of the centers.

- Provide one stop zoning, ECC, business setup and other support through TIEZA

- Support the funding of the projects through introduction of potential partners, participation in investment road shows and providing loan credit guarantees.

- Support the operations of the completed tourism centers by inclusion in international and domestic marketing programs.

- Monitoring and evaluating progress on a regular basis.

Project 1.Starting date:

Immediate through to 2014 with continuing

monitoring and evaluation

» Project 2: Developing community participation in the tourism value chain at and in the vicinity of the 99 natural and cultural heritage tourism sites located within the SDCs with international airports

This project comprises the following tasks:- Review the list of sites identified by the stakeholders in the SCDs with

primary or secondary international airports and assess their scope for enhanced community participation in these and in the tourism value chain in the vicinity.

- With support of an interested bilateral or multi-lateral financial institution, design a community-based tourism value chain participation program centered on the priority tourism sites as set out in Attachment __ to this Appendix. The program will include the following initiatives: Community participation in the planning and design of the

interventions in each location; Outside private sector participation in the operations and

marketing of the commercial elements of direct community-based tourism initiatives such as accommodations, tours, etc.;

Linking local communities and tourism outlets in the region to supply them with handicraft, vegetables, fruits, meats, furnishings, decorations, and building materials;

Providing credit, training and materials, and supplier contracts support to local communities;

Providing training in hospitality, cooking, food and beverage service, in and local tour guiding;

Project 2. Starting date:

Immediate through to 2014 with continuous

monitoring


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Providing improved community-based access, water, sanitation, lighting and solid waste management;

Providing long-term mentoring support through appropriate NGOs; and

Monitoring and evaluation of progress. - Seek funding for the community based tourism value chains program

through grants and program loans from interested bilateral and multi-lateral financial institutions.

- Implement the community-based tourism value chains program.

- Monitoring and evaluation of progress.Lead Responsible Strategic Partners

Project 1: DOT (TIEZA) and Major Land OwnersProject 2: DOT (TIEZA) and site managers (DENR, LGUs, etc.)

Investors and Financial Institutions, LGUs, DENR, DTI, SEC, and BIRBilateral and multi-lateral financial institutions, LGUs, DENR, DTI (OTOP), DA, etc.

Destinations for ImplementationNP-3-Central Luzon Clark), CP-6-Central Visayas (Mactan-Cebu), SP-6-Davao Coast & Hinterland (Davao), CP-5-Western Visayas (Iloilo), CP-4-Palawan (Puerto-Princesa), NP-2-Laoag-Vigan (Laoag), SP-5-Zamboanga peninsula (Zamboanga), and NP-7-Metro Manila-CALABARZON (NAIA).

Estimated Cost (PhP 1,000) Potential Financing SourcesProject 1: P 13,895,6401

Project 2: P 349,933Bilateral and multi-lateral financial institutionsBilateral and multi-lateral financial institutions

1 Assumes 14 sites with total developed area of 440,000 m2 at average cost of P31,581/m2 at 2011 prices.


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2.3 Implement a PPP-based Mandatory Tourism Enterprise Accreditation System and Facilitate Tourism Investment and Lower Cost of Business

Description of the program

This program aims to design and implement a compulsory accreditation system for primary tourism activities in 3 years (by 2014) and keep a voluntary approach for secondary activities (addressed not only to tourists but also to the general public). Then, in the following years until the end of the NTDP time frame (2016), to consolidate, refine and add more value to the system.

Objectives

In the context described above the following objectives are targeted:

» Extensive use of international standards / references

» The Philippines context needs to be taken into account: differences between islands, regions; opportunity to highlight differentiating factors.

» Establish and grant a smooth and efficient accreditation and re-accreditation exercise

» Ensure the long-term sustainability of the accreditation system

» Take care of the internal and external image of the accreditation system: fairness, consistency and reliability, integrity, transparency

» The accreditation system should be thought as and become a tangible support to marketing and promotion of companies and destinations, instead of just being an administrative tool

» In line with this last objective, the accreditation scheme should constitute an useful and reliable tool for the end users (tourists and residents) to get information and make a choice based on some minimum price-quality relationship criteria


2.3.1 Design and Implementation of a PPP-based Mandatory Tourism Enterprise Accreditation System


Strategy – guiding principles: - Clear reference to international standards as a reference for the accreditation

criteria, but still considering some local particularities.- Working in collaboration with many stakeholders in order to elaborate and

implement the accreditation system: tourism enterprises associations; other government agencies, in particular TEZA.

- Work in close coordination with LGUs in order to link Municipal Activity license and DOT Accreditation both during the initial issuance process and for the renovation.

- Enhance the value of the accreditation for accredited companies versus non accredited

- In that line establish a system to impose fines and penalties for companies violating the system: operating without accreditation or not respecting standards anymore. Furthermore, market needs to be informed by official communication means about closure or suspension of activities of companies, whenever applicable.

- Accreditation is not forever, as there needs to be a periodic renovation, which


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implies checking again the standards of the companies that received an accreditation.

- Likewise, assume that accreditation standards need to be reviewed periodically as to reflect market evolution and that an on-going research mechanism needs to be established to monitor market changes

» Project 1: Framework paper and TOR for enterprise accreditation & certification system

This first project is taking place during the elaboration of the NTDP and consists in elaborating a framework paper that will set the strategic vision and the way forward for this new accreditation system.

- Determining the scope of tourism activities to be accredited - Determining typologies and categories (whenever applicable) for each

tourism- activity in the basic compulsory approach to accreditation- Determining the main lines of an advanced accreditation approach - Defining the principles to establish complete, specific and reliable standards

for each activity, type and category of product/service to be accredited - Establishing the management approach for the implementation of the

designed accreditation system, which will include issues like authority & responsibility, application and registration process, inspection / audit process and certification process.

- Determining how the new accreditation should be used and promoted internally (to the Philippines tourism companies) and externally (to the travel intermediaries and the end consumer, both domestic and international)

- Elaborating a rollout plan for implementation including roles and responsibilities, timing, human and financial resources and funding scheme.


2011 Implementation:

end of 2011

» Project 2: Establish Task Force to supervise design/implementation of the system

This project should start in parallel with the end of project 1 and should be based on the principle of Public Private Partnership. Although the DOT has the Authority and responsibility for the Accreditation system, the latter should be designed and implemented with the active participation of the private sector.

The DOT has already initiated a consultation process for the technical design of the accreditation system for hotels, which is based on a regional consultation with the managers of hotel companies.

This initiative needs to be reinforced by the creation of a Task Force at 2 levels: - National: by establishing a committee of experts with a broad point of view

and understanding on the tourism sector, which could look at the accreditation system as a whole. This Committee would be in a position to validate and improve the general approach for the accreditation system, as well as to link and understand the correlation between different sectors of activity within the tourism sector. This general Committee should also be divided into sub-committees working on specific sectors of activity: tourism guides, hotels, other types of accommodation, intermediation services (travel agencies and tour operators), etc. Each sub-committee should participate in the development and implementation of the specific standards for each sector of activity. Therefore the National Task Force has a major role during the technical design / redesign phase and act as a promoter of the accreditation system at international and domestic levels..

- Regional/provincial by reproducing the national Task Force model at a Regional level. This would mean that once a technical draft of standards for any tourism activity is ready and has been produced and agreed at national level by the Task Force, the draft document would be circulated to the Provincial /regional level in order to get comments regarding some potential issues regarding the application of the regulation. It is not suggested to go


2011Implementation:

Design phase: 2011 and 2012

Implementation phase: 2012 until 2016


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through an in-depth technical discussion with each of the regional/provincial task forces as it would be very difficult to manage, but rather to collect specific and focused observations that might improve the draft regulation. However a more important role could be given to the regional/provincial level during the implementation phase by means of a technical advisory / endorsement role to certify accreditation proposals made by the inspection teams. The regional/provincial task forces could confirm the proposals, provide advice for a revision of a proposal if they consider that the companies / individuals do not meet the regulations requirements and standards; and also act as a supporter of strong decisions to be taken by the DOT regarding the closure or downgrading of a company / personal activity. The legal Authority and Responsibility will always remain in the hands of the DOT, as per the Tourism Law.

» Project 3: Contract consultant firm to design, pilot, set up and provide training on the system

A large number of sectors of activities need to be covered through the new Tourism Law. Although many of them already are regulated, the type and scope of technical standards need to be thoroughly changed and extended. Although national and regional “experts” will be appointed to join the Task Forces, there is a need for the elaboration of an initial draft for discussion, based on international standards, instead of starting from scratch as it is not an efficient process, and international expertise is needed in the discussions.

Then, to reduce implementation issues the designed standards should be tested on a set of representative tourism destinations in pilot regions/provinces.

The consultant would also support the DOT in the set up of the whole management, promotion and financing system for implementation, acting as an advisor to design and test the implementation scheme once again in 3/5 pilot destinations. The implementation scheme would then be fine tuned before scaling up to reach all the Philippines.

An important part of this technical assistance would consist in establishing the training system and also in delivering the training to the core DOT inspection team.

All these tasks should be supported by the elaboration of manuals that would then remain in hands of the DOT and be used for scaling up and on-going updates of the accreditation scheme.

The profile of the consultant firm should be international having the experience of designing and implementing accreditation systems in other countries paired with a good understanding of the Philippines reality.


2011 and throughout 2012

» Project 4: Roll out implementation

The main goal of this project is to successfully certify / re-certify the estimated 6,000 companies / personal activities (tourist guides for instance) already certified by the DOT today, plus an unknown number of companies that might be licensed by the Municipalities but are not certified by the DOT today .This task could also include companies operating illegally today.

In order to meet this goal in 2 years (from the date of publication of the new Regulations) many tasks need to be done:

- Which should be the application and registration process by the company?- How to work in collaboration with the local Authorities / Municipalities /

LGUs?- Priorities need to established as to the companies to be attended first in

terms of inspections/ audits- The estimated number of inspections to be carried out in 2 years - How many inspections can be targeted by team of inspectors per day?


2011

Planning implementation: 2011 and part of

2012

2-year initial implementation after publication

of new regulations : from 2012 until maximum 2014


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- How many inspectors are needed?- Where these inspectors are needed depending on the geographical

concentration of the tourism supply?- Which kind of contract should be established with the inspectors?- Who pays for the inspection and certification?- How often should certified companies be inspected?- How to handle issues like companies that do not meet all the standards but

are able and willing to fix the deficient standards?- How to deal with companies complaints about the inspectors’ reports?- How to set up certification commissions at regional/ provincial level within

a PPP scheme- How to set up an audit scheme to ensure the reliability of the whole

inspection system by means of random audit of inspected companiesIn addition to the technical issues, other aspects of the system also need to be defined and implemented:

- Promotion of the new accreditation scheme to the entrepreneurs and managers of tourism companies

- Promotion to the travel intermediaries, the press and the end users (domestic and international tourists)

- Internal management structure of the DOT at national and provincial levels- Cooperation scheme with other DOT departments and with external

stakeholders to generate public private partnership schemes- Cost management of the whole system and funding- Supervision and audit of the accreditation system itself

Roll out of the implementation starts with an important planning and set up phase, which should run in parallel with the technical design of the standards for the accreditation system.

The whole inspection/ auditing, co-ordination, promotion, awareness, training, funding system needs to be in place before the publication of the new detailed accreditation regulations. Such a task might require 6 months but it is essential to be ready to act immediately and efficiently.

This design and set up should be done by the DOT with the support of an external experienced consultant.

Finally an initial period of 2 years is estimated to carry out the whole accreditation exercise throughout the whole territory for the more than 6,000 companies that need to go through the application, registration, inspection and certification process, some voluntarily and others by imposition of the DOT.

In order to be on the safe side, 4,000 companies are added to the 6,000 already accredited, in order to attend the additional needs of non already accredited operating companies:

- Companies operating with a Municipality License but no DOT accreditation; - Companies operating illegally and that would voluntarily or by legal force

apply for Municipality License and DOT certification- New companies to be created.

The plan and budget is established for the initial 2 years and would then need to be assessed and revised for the remaining part of the NTDP up to 2016. These last years are not accounted for in the present sub-programme as the conditions will be different in terms of number of companies to be inspected every year and even the way to do it might be revised based on the 2-year initial experience.

On-going implementation

from 2014 to 2016

Lead Stakeholders Strategic PartnersDOT department of Tourism Accreditation and its sections DOT provincial offices

Private sector Commissions at National and Regional/Provincial levels constituted as Task Forces to work together with the DOT in the design and implementation of


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the systemDOT department of Tourism PlanningDOT department of Tourism Product developmentDOT department of Tourism PromotionDOT provincial offices / delegationsLGUsRegional Economic Development Commissions

Destinations for implementationAt a national levelEstimated Cost (USD) Potential Financing Sources

Project 1: already part of NTDP consulting budgetProject 2: US$ 20,000Project 3: US$ 250.000Project 4: US$ 425.000Contingency: US$ 60,000TOTAL: US$ 755,000

Accreditation fee to be paid for 2 years by each companyInternational donors such as German co-operation Agency (already collaborating with

the DOT) DOT budget

TOTAL COST OF ACCREDITATION PROGRAM FOR YEARS 2012 AND 2013 (inclusively) US$ 755,000COST ALREADY BUDGETED BY DOT FOR 2012 & 2013 (extrapolation from 2012 budget) US$ 642,000COSTS FOR YEAR 2014 (extrapolation from 2012 DOT budget) US$ 321,000BUDGET GAP FOR YEARS 2012 AND 2013 US$ 113,000COSTS FOR YEAR 2014 (extrapolation from 2012 DOT budget) US$ 321,000COSTS FOR YEAR 2015 (extrapolation from 2012 DOT budget) US$ 321,000COSTS FOR YEAR 2016 (extrapolation from 2012 DOT budget) US$ 321,000TOTAL ESTIMATED COST OF ACCREDITATION PROGRAM FOR YEARS 2012 TO 2016 US$ 1,605,000

2.4 Facilitating Investment and Simplifying Tourism Business Permits and Licenses


A key constraint to investment and business operations in the tourism sector—as in many other areas of the economy—has been the perceived risks of the Philippines in this area. In the tourism sector, the main risks have been noted as:

» lack of information about the strategic development plan for the sector and the type and location of investment opportunities within this framework;

» inconsistent public sector support—flip-flopping, local public and private sector partners do not deliver on what is promised;

» long delays in securing the necessary clearances, permits and licenses to construct and operate tourist facilities and services;

» use of the Philippine legal system as a tool to frustrate investment; and

» corruption in the tax, business permit and licensing areas.

While a number of these issues are already being addressed at a broader level, in the tourism sector, the following key initiatives could be taken to improve the situation in the tourism sector:

» Identifying an annual private sector investment requirements in hotels, resorts, etc. and publishing this;


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» widely publicizing the availability of investment incentives, loan and venture capital financial support and undertaking investment promotion drives to encourage take up of investment requirements; and

» working in tandem with the DILG to simplify LGU tourism business set-up and business tax, accreditation, and licensing procedures.

Objectives

The primary objective of this program is to provide a more conducive framework for generating the large investments that will be required (in excess of PhP 90 billion between 2013 and 2016) to expand tourist facilities and services at the rate required to meet targeted tourism demand. The program will be implemented through one subprogram with three projects;


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2.4.1 Facilitating Investment and Simplifying Tourism Business Permits and Licenses


The subprogram involves the implementation of two projects:

o Develop an annual private sector investment prospectus including available incentives, loan and venture capital financial support, and undertaking investment promotion drives to encourage take up of investment requirements; and

o working in tandem with the DILG to simplify LGU tourism business set-up and business tax, accreditation, and licensing procedures.

» Project 1: Publishing and Circulating an Annual Philippine Tourism Investment Prospectus: This will involve the following tasks:

o Monitoring and documenting investment projects seeking equity and debt financing, and undertake preliminary evaluations of the projects to assess their likely feasibility.

o Study and prepare lists of high-potential national and international equity partners and funding prospects.

o Prepare and print annually, 2,000 copies of a high-quality professionally designed full color prospectus.

o Launch the investment prospectus during the first of two exclusive by-invitation only investment conferences to be held annually

o Monitor and evaluate results.

» Project 2: Simplifying Tourism Business Set Up, Licensing and Tax Procedures: This will involve the following tasks:

o Identify good practices in this area in the Philippines and documenting these.

o Work with the DILG, to circulate the good practices to LGUs with strong tourism potential but not compliant with good practice.

o Work with the DILG to develop and roll out, an Tourism LGU award system that rewards those that adopt good practice.

o Monitor and evaluate.

Annually from 2012

Starting second half of 2011 to prepare/

document practices.2012: Circulate to target LGUs and

organize and hold annual award event

through to 2016

Lead Responsible Strategic PartnersDOT/DILG League of Mayors, League of Governors, and Donors

Destinations for Implementation All LGUs where tourism is a significant component.

Estimated Cost (PhP 000) Potential Financing SourcesProject 1: 20,000 » DOT budgets/Investment Conference fees

2.5 Safeguarding Natural & Cultural Heritage and Vulnerable Groups


The almost doubling in the volume of tourism between 2011 and 2016 will challenge not only the existing capacity to manage cultural and natural heritage sites of importance to tourism, but also the capacity to limit the adverse impact of tourism on the more vulnerable members of local communities, such as indigenous groups, women, and children. A


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subprogram to safeguard heritage sites and vulnerable groups by managing effectively the conservation of cultural and natural heritage sites, and the potential negative social impacts on vulnerable groups plays a crucial role in working toward the overall objective of the strategy. To safeguard the natural and cultural heritage sites, and leverage its unique cultural qualities Philippine the stakeholders called for strategies involving:

» The creation of well-planned destinations (or refurbishing existing ones) that offers an elusive though nevertheless tangible ‘Pinoy Touch’ and that provides the full range of amenities and services demanded by tourists;

» Working closely with natural heritage management organizations to improve coordination and cooperation and technical skills in the management of tourism including training existing and future heritage managers to manage natural heritage sites of importance more effectively, especially in the tourism priority zones;

» Increasing the number of key natural and cultural heritage sites that are designated either as international (e.g. UNESCO, RAMSAR, IUCN, etc.) or as national, provincial and local sites using appropriate ordinances, as well as support for preparing site management and visitor management plans based on carrying capacity studies for the most important sites and placing them under an effective site management structure at the national, provincial, city or municipal level; and

» Increasing the participation of local communities and the private sector in the protection of the sites in return for developing the economic opportunities that these generate.

» The safeguarding of vulnerable groups needs a multipronged approach and the stakeholders called for programs designed to raise awareness and build partnerships among the stakeholders to ensure that vulnerable groups were not exploited as a result of the more rapid growth of tourism.

» The program will be implemented in 4 subprograms as follows:

- Supporting the Development of Uniquely Filipino Destinations and Products.

- Assisting Site Managers, Custodians & Owners in Conserving Philippine Heritage.

- Increasing the number of internationally protected heritage sites in the Philippines.

- Safeguarding Vulnerable Groups.

Objectives

The overall objective of this program is to increase awareness about the need to protect and nurture heritage as part of the Philippine unique product offering, and to ensure that the more vulnerable members of society are protected from the adverse impacts of tourism


2.5.1 Developing Uniquely Filipino Destinations and Products


Marketing Filipino culture and lifestyle establishes the Philippines apart from similar destinations in the region. Historic contact with Spain and United States left lasting influences seen in contemporary Filipino life – religion, cuisine, fiestas, Latino lifestyle, English language, etc. The evident Spanish and American overlays set Filipinos apart from other Asians. This is the principal quality that provides the competitive edge. The unique Filipino culture and friendliness should be the experience to market.


Implementation:


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To distinguish the Philippines from other destinations with the same generic attributes, all Philippine destinations and products must transmit the distinctive Filipino identity, that special ‘Pinoy Touch”. Whether the destination is generic beach, high-rise hotel, or convention center, all aspects of the ‘Pinoy Touch’ should always stand out: in architecture and furnishing, clothing, music, cuisine, friendliness, and in everything else. Filipinos in general do not appreciate their unique identity and should be made aware of it through media campaigns and training.ObjectivesDevelop new, well-planned destinations (or refurbish existing ones) with that elusive ‘Pinoy Touch’ that that offer the full range of amenities and services demanded by tourists. The destinations should be where the local community participates in sustainable heritage management and benefits from increased tourist activity. Connectivity and access must be good, surrounding environment sustainably maintained, and a cluster of sites must be nearby for day visits.Awareness Program to make Filipinos aware of that ‘Pinoy Touch’

» Provide programs that encourage community participation in sustaining their natural or cultural heritage with tourism as the income generator.

» Destination development

After making Filipinos aware of the ‘Pinoy Touch’, Key Sites all over the Philippines will be renovated and upgraded to demonstrate how to achieve the Filipino presence in destinations.

» Project 1: Awareness Building

Media campaign to make Filipinos aware and proud of their culture, to be proud of having the ‘Pinoy Touch’ that nobody else in Asia has got

continuous

» Project 2: Capacity Building

Train LGU, community and other sustainable tourism stakeholders for sustainable conservation of natural or cultural heritage, and to inculcate the culture of tourism. Activity to be done per region.


Implementation: until 2014

» Project 3: Preparation of Conservation and Management Plans

Prepare Conservation and Management Plans for Key Sites upgrading.

» Project 3A: Prepare Plans for 50% of Key Sites (2011-2013)

» Project 3B: Prepare Plans for remaining 50% of Key Sites (2013-2014)

Project 3A.Starting Date:

2011Implementation:

Until 2013

Project 3B.Starting Date:

2013Implementation:

Until 2014

» Project 4: Implement upgrading of 50% of Key Sites Project 4.Starting Date: 2012

Implementation:Until 2015

» Project 5: Implement upgrading of remaining 50% of Key Sites Project 5.Starting Date: 2014

Implementation:


16


Description and Projects Time FrameUntil 2016

Lead Responsible Strategic PartnersDOT, LGU, DENR, DTI, NCCA TIEZA, Donors/Financiers, Private Sector

Destinations for Implementation At a national level: Luzon, Central Philippines, and Southern Philippines, selected clusters

Estimated Cost (PhP) Potential Financing SourcesProject 1: no costProject 2: 4,000,000Project 3: 70,400,000Project 4: 845,309,000Project 5: 845,309,000

2.5.2 Subprogram for Assisting Site Managers, Custodians,& Owners in Conserving Philippine Heritage


Heritage must be protected from humans in the same manner that humans must be protected from heritage. Sustainable heritage protection involves safeguarding the natural or cultural heritage from either natural or man-made damage. Making heritage compatible with tourism involves many procedures and some compromises that bring disdain to heritage professionals, a misunderstanding that should not exist. Forests or built structures that are too fragile to accept human intrusion should be closed off. Wooden decks and walkways built above the ground allow humans to enter sustainably a forest. Despite being restricted to a defined walkway, visitors enjoy the experience. Fragile items may no longer need to be kept under glass in museums; instead they might be kept out of reach. In some instances the original artifact, fragile and vulnerable, may be kept safely in storage while a replica put on display.

Although there are rules and procedures on safeguarding heritage, much safeguarding is done on a case-to-case basis but it is always best to consult a heritage expert. In many instances a Management Plan is a beneficial tool because it would specify the pertinent safeguarding interventions.

It is time to initiate an expert’s dialogue between conservation and tourism specialists to enlighten each other on issues that may prevent the sustainable use of heritage for tourism. There is nothing wrong with heritage generating income through tourism, provided that it is done sustainably. What better way for a visitor to know his host country if not through its heritage?

Assistance Program: DOT to fund consultants to advise on safeguarding heritage used for tourism purposes, set up revolving fund for safeguarding heritage from visitor damage. Consultants could come from NCCA, National Museum, NCHP, ICOMOS, Escuela Taller

Grant Program: DOT to provide grants for conservation of endangered heritage being used for tourism purposes.

Description of the subprogram: Since DOT advocates the sustainable use of heritage for tourism, the program focuses on DOT participation in sustainable tourism by funding worthy projects, DOT’s way of ‘giving back’ to the heritage that sustains one of its major tourism programsObjectives

» Increase World Heritage Properties, RAMSAR, IUCN Protected Areas, MAB in the Philippines. Add one World Heritage Property yearly from 2013-15. All three


Implementation: up to 2016


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2.5.2 Subprogram for Assisting Site Managers, Custodians,& Owners in Conserving Philippine Heritage

properties should be examples of community-based sustainable maintenance practices that provide an additional source of income to local residents.

» Capacity Building: Introduce to Conservation Specialists and Site Managers that tourism and conservation are not mutually excusive, both conservation and tourism can work together to manage and protect the site sustainably

» Awareness Program to make Filipinos aware of the number of internationally-recognized sites in the country and to introduce them to national protection programs such as DENR-PAWB, National Treasures, and Historic Shrines and Sites

The subprogram has 4 projects designed to assist Site Managers, Custodians, and Owners in conserving the heritage in their hands:

» Project 1: Conservation Workshops

Develop a series of materials-based training workshops in Manila or provinces for certain aspects of natural and cultural heritage conservation training. Workshops will be run by the appropriate professional group or agency (DENR, WWF for nature, National Museum, ICOMOS for culture). The workshop will be open to Site Managers and Custodians of natural/cultural tourism sites who need conservation and heritage protection knowledge.

» Project 2: DOT assistance for heritage under threat

This program funds fees and travel cost for a professional to travel to the site of endangered heritage. He will give necessary advice and propose interventions to protect the heritage. Should the grantee require funding for protecting the heritage, he may apply for a grant through the DOT Heritage Fund.


Implementation: up to 2016

» Project 3: DOT Heritage Fund

Recipients of the DOT assistance for heritage under threat are eligible to apply for a conservation grant from the DOT Heritage Fund. The expert’s written evaluation is required for the consideration and evaluation by the DOT Heritage Fund. A cost sharing or payback mechanism should be studied

» Project 4: DOT Building Fund

DOT funds the conservation/rehab/re-use of natural or cultural heritage specifically for tourism uses.


Implementation: Up to 2016

Project 4:Starting Date: 2012

Implementation:Up to 2016

Lead Responsible Strategic PartnersDOT, DENR, DPWH, NCCA, LGU, ICOMOS, ESCUELA TALLER (INTRAMUROS)

Private sector

Destinations for Implementation At a national level

Estimated Cost (PhP 000) Potential Financing SourcesProject 1: 750/year Project 2: 2,400/yr Project 3: 5,000/yrProject 4: 10,000/year

DOT and Donors

»


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2.5.3 Subprogram for increasing the number of internationally protected heritage sites in the Philippines


If Philippine sites are good enough for global attention, then they should be interesting to visit. International recognition, by UNESCO, RAMSAR, IUCN, Man and the Biosphere, and other programs stamps a ‘seal of approval’ that Philippines can market Philippine destinations acknowledged to be of global quality. Having globally recognized sites are therefore a marketing opportunity that improves the Philippine image in the eyes of would-be visitors. Therefore it is beneficial to increase the number of globally recognized sites from the Philippines between 2013-2015. Preparation for nomination requirements should begin now. Nominated sites should go beyond the high qualities required by international organizations for inscribed sites. Nominated sites must possess that added dimension of community participation in the sustainable maintenance of the site.

Sites inscribed and protected by national registries are unappreciated. The National Historical Commission (NHCP) handles an extensive national registry of historical sites. The National Museum oversees the National Treasures that includes around 30 outstanding Spanish colonial churches. DENR-PAWB protects natural sites – Protected Landscapes and Seascapes, National Forests and Parks, Wildlife Reserves, and Marine Sanctuaries. The tourism value of these protected sites is largely unrecognized.

Internationally and nationally listed sites can be used to draw attention as the Key Site at the center of a cluster of other sites. All would benefit from the pull that an internationally listed site has on the tourism market.

World Heritage Properties receive much global attention; DOT should encourage and assist the UNESCO National Commission to nominate 3 more Philippine properties for inscription 2013-15. These should be deserving sites with the added dimension of community participation for site sustainability. Objectives

» Increase World Heritage Properties, RAMSAR, IUCN Protected Areas, MAB in the Philippines. Add one World Heritage Property yearly from 2013-15. All three properties should be examples of community-based sustainable maintenance practices that provide an additional source of income to local residents.

» Capacity Building: Introduce to Conservation Specialists and Site Managers that tourism and conservation are not mutually excusive, both conservation and tourism can work together to manage and protect the site sustainably

» Awareness Program to make Filipinos aware of the number of internationally-recognized sites in the country and to introduce them to national protection programs such as DENR-PAWB, National Treasures, and Historic Shrines and Sites

Four projects are required to increase number of internationally protected natural and cultural heritage sites in the Philippines:

» Project 1: Awareness Program

Disseminate information through all forms of media on internationally and nationally protected natural and cultural sites in the Philippines


Implementation: continuous

» Project 2: Increase number of Internationally Protected Sites

DOT to liaise with local representatives of UNESCO/World Heritage, UNESCO/MAB, IUCN, RAMSAR, Man and the Biosphere, and other agencies to increase number of inscribed sites. Identification of candidate sites and preparation of nomination requirements should start as soon as possible. DOT should be prepared to fund nomination expenses.


Implementation: 1 year


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2.5.3 Subprogram for increasing the number of internationally protected heritage sites in the Philippines


» Project 3: Nominate 3 properties for UNESCO World Heritage Inscription between 2013-15.

Actions required: If proposed properties are not on the Philippine Tentative List, DOT should fund a 3-day workshop to revise the Tentative List to include proposed properties. Nomination requirements include GIS Mapping, preparation of legal framework and protective legislation, preparation of Management Plan, conduct consultation with LGU and all stakeholders, writing of Nomination Dossier. DOT should fund cost of approximately PhP3.5M per property


Implementation: Continuous until 2015

» Project 4: Nominate 3 properties for inscription in IUCN, RAMSAR, MAB, WWF or other programs

Actions required: Same actions as in Project 2 without the Tentative List requirement. Cost should be the same.

Project 4: Starting date: 2012

Implementation:Continuous until 2015

Lead Responsible Strategic PartnersDOT, DENR, NCCA, ICOMOS, UNESCO Philippines for World Heritage an MAB, IUCN, RAMSAR

Private sector

Destinations for Implementation At a national level

Estimated Cost (USD) Potential Financing SourcesProject 1: no costProject 2: no costProject 3: P11,000,000Project 4: P10,500,000

World Heritage Preparatory Assistance Fund » Preparatory Assistance Funds from RAMSAR, MAB, or other

agencies

2.5.4 Subprogram for Safeguarding Vulnerable Groups

Description and Projects Time FrameThis subprogram will work in the three key areas: (i) trafficking and tourism, (ii) commercial sex work targeting sexual exploitation of children in tourism, and (iii) transmission of AIDS through tourism. The subprogram will involve multi-level interventions designed to obtain support, raise awareness, and partner with the industry and NGOs concerned with protecting vulnerable groups. The subprogram will be implemented through two projects:

» advocating change at the highest levels of Governance and in the industry to generate support;

» Partnering with the industry, concerned government agencies, NGOs such as ECPAT that are concerned with stemming the exploitation of vulnerable groups, as well as with tourists; and Raising awareness and developing mechanisms at the community level—especially with women—where the impact is most immediately felt.

» Project 1: Advocating Change at the highest levels of Governance and in the industry to generate support. This will involve the following tasks:o Prepare a detailed assessment of the risks faced by the target groups and

setting out recommendations for managing these risks.o Discuss the results within the tourism family and agree on a course of

action to present the results and recommendations to leaders in government and the Congress.

o Present the results of the risk analysis and recommendations to national, provincial and local government leaders and elected representatives to

Project 1:Completion by 2012


20

2.5.4 Subprogram for Safeguarding Vulnerable Groups

create awareness and obtain financial support for further awareness raising campaigns.

o Obtain funding support commitments for the other projects.

» Project 2: Working with partners to raise local community awareness and developing mechanisms to prevent the exploitation of vulnerable groups by tourism. This will involve the following tasks:

o Create an alliance of stakeholders comprising the tourism industry associations (i.e. tour operators, hotels, small business, and airlines) key national government agencies and NGOs to provide resources, ideas and advocacy to leaders.

o Undertake baseline awareness surveys among the target groups to establish level of awareness and risk vulnerabilities.

o Prepare and implement an ongoing local community-based awareness campaign targeting communities that are most at risk.

o Undertake focus group discussions with community leaders and target groups to identify strategies and mechanisms that can be deployed to minimize exploitation.

o Implement the strategies and mechanisms to minimize the exploitation of vulnerable groups including strengthening of the TOPCOP program and developing the Tourism Tanod Program.

o Monitor and evaluate.


With ongoing implementation to

2016

Lead Responsible Strategic PartnersDOT Private Sector, DSW, DILG, League of Governors and Mayors,

NGOs and DonorsDestinations for Implementation

All tourism development areas Estimated Cost (PhP 000) Potential Financing Sources

Project 1: 500.0Project 2: 50,000

» DOT, DSW, DILG, Donors/NGOs and private sector partners

2.6 PPP-based marketing strategy and action plan

National Tourism Marketing MacroDescription

The marketing development macro program structures actions to optimize the different promotion and communication efforts towards the local and international markets.

Actions area divided into three programs:

1. Strategic Marketing2. International Marketing Network3. Operational Marketing

The strategic marketing starts with the strategic plan and an intelligence system, as the two main tools to define strategies and country guidelines for marketing. Then it provides the framework to make products marketable, according to the overall philosophy established in the Strategic Marketing and Promotions Plan.

The international marketing office network organizes the contact points to reach the market at the source markets in order to obtain the maximum possible knowledge of the potential of all markets.


21

The third program is focused to make the marketing strategies operational. It includes commercialization, communication, promotional and PR activities. Furthermore, it has a specific sub-program to follow up all trends and opportunities for marketing by means of new technologies.

It is important to mention that DOT shall set and define the strategic marketing framework that will be followed by the operational one. These activities include source markets and segment treatments; decisions on specific tools or tasks to be done under promotion (such as trade fairs participation, road shows, etc), while TPB will be the organism to lead the implementation of the actions to be carried out.

Furthermore, it is important to keep the long term vision for marketing development, which is:

1. Renew operational marketing every year and strategic marketing plan every 5 years

2. Keep product development approach

Objectives

Position the Philippines as a World Class Quality tourism destination

Increase tourism arrivals, overnights, direct revenue and average length of stay from the international and national tourism market

Raise the general awareness on the tourism products

Enhance the overall visitor experience travelling to the Philippines

Strategic Marketing Program

This program intends to provide a competitiveness framework when promoting the Philippine’s tourism products versus the competitor’s destinations. This is also the framework for product development matching with arrivals, in a demand oriented basis.

Besides the operational marketing planning, it is important to state the necessity to keep the strategic marketing in mind during the following 5 years. Without the strategic marketing framework there is a strong risk of losing opportunities or misunderstanding what to offer and promote to which markets. This strategic marketing program has to provide answers and guidelines to avoid those risks along time.

The program is composed by the following sub-programs:

Philippines’s Tourism Branding: the vision in 2016 for the country as a tourism destination will lead to set up the Philippines as a brand towards positioning the country at the targeted source markets tourist mind.

Tourism Product Clubs Development Framework: as a strategic tool to develop quality and commercial products.

Marketing Intelligence Management: market intelligence is a key tool to optimize decisions and to align investments for tourism development in the country, either done by a Tourism Observatory or not.

Sub-program for the Philippine’s Tourism Positioning Management

Description and Projects Time


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FrameThe tourism destination of the Philippines will require the creation of a brand identity and image to be established and communicated. It will help the Philippines to be positioned in the minds of the customer and hence create a differentiation criterion according to the vision 2016, as the must-experience destination in Asia. This will provide a mean for a successful differentiation from its competitors. The brand finds its way to the potential or current costumers minds and is directly associated with specific images, sounds, adjectives, etc.

Project 1: Creation of a Country Brand. This project is composed at least of the following tasks:

Philippines Tourism Brand: to create a successful umbrella brand identity by integrating the Philippines brand mission, 2016 vision, philosophy, brand identity/essence statement. This brand has to communicate the different values, elements, key factors (functional, emotional and social components), and express the expected symbols for the market. It has to be translated into a design and logo of the brand. This brand will require all the guidelines for and auditing, in order to be loyal to the brand’s philosophy.

Declinations: define declination brands matching the Philippine’s tourism products portfolio always in tune with the 2016 vision, which shall be the essence and inspiration of all 9 declination brands. Moreover, the possibility of adapting the referred brands per tourism product to each targeted source market should be undertaken for getting the benefits from the umbrella brand but at the same time differentiating the Philippines tourism products and destinations in the country. Each tourism product will then have an own brand and own marketing activities to be developed and scheduled.

Project 2: Brand management and brand manual. Different measures have to be settled in order to manage and monitor the brands:

Create a brand manual which describes specifically all use of the logos and brand images and how to decline the design according to the product and the use of the brand image (Power Point, print advertisement, etc). Each brand, both the national brand as the product brands will have a brand manual.

Develop the brand awareness. Stakeholder’s brand education and communication will enhance the stakeholders’ level of awareness and understanding of the rationale behind the brand’s identity and strategy.

Regular assessment of Tourism Brand, at least every three years, in order to monitor any change in brand’s positioning or competitiveness perception of the whole destination and products. Monitor the brands use by different tourism stakeholders in their promotion tools such as advertising, public relations, direct marketing, etc. Monitor the effectiveness and the performance of the destination’s brand campaign, the level of brand awareness, etc. Implement changes and improvements according to the results of the monitoring process

Project 1.Starting

date: 2012

Frequency: 3 years

Project 2.Starting

date: 2012

Frequency

: Continuou

s

Lead Responsible Strategic PartnersDOT Branding agency/ company

Tourism private stakeholders

Destinations for Nationwide

Estimated Cost (USD) Potential Financing Sources

Project 1: 410.000 [70.000 USD country brand development. 135.00 USD for the 9 tourism product brands (18.00 USD per brand)]

Project 2: 350.000(50.000 USD every year; 100.000 USD assessment every 5 years)

Joint venture private/public sectorPublic budget


23

Sub-program for Tourism Product Clubs Development Framework

Description and Projects Time FrameThis project develops product clusters of public and private tourism service providers sharing the customer target (Lifecycle segmentation), the same product market (nature based tourism, culture tourism, sun & beach tourism, etc); the same type or the same category. The aims of the clubs are to structure the touristic offer and to help increase quality, in such a manner to provide easy marketable products and answer the expectation of the source market customers. The quality is reached by a set of membership standards that have to be accomplished, if any company or destination wants to be part of the club. The projects involved within this sub-program are, at least, the following:

Project 1. Product club development manual – Management guidance. This guide book should be developed by the public and private organizations taking part to the clubs in order to match the expectation of each side. It should be available in hard and soft copy. The manual has to be developed once according to the Filipino characteristics. Then every new club can develop their own Club manual, following all the guidelines from this book. Clubs should have a guide of the operational and legal procedures and practical information. Each procedure will define how to achieve the tasks of the clubs such as:

Market study and identification of market opportunities

Process of club creation: key values and concepts for the club, business model, benefits and value added for members and clients, etc.

Management and operation procedures

Evaluation and follow up of the club results

Project 2. Tourism product club development. The proposed following process is adapted to obtain dynamic and attractive clubs to customers and companies. This project aims to create marketable and successful product clubs following the process below:

Coordination of the initiative by the product managers of DOT

Use of market studies to define adapted clubs to the Filipino industry at present

Identification of club concepts matching the umbrella country 2016 vision that has a specific market needs

Identification of company prerequisites to join a club – The club must welcome tourism companies and organizations with a minimum of quality requirements

Identification of the activities and benefits for the club members - The tourism industry and each club member will benefit from clubs by the creation of network between tourism providers and increase of information flow exchange between tourism professionals. This tourism platform will facilitate product creation and the targeted commercialization.

Selection of the different promotion channels for the club (brochure, road show, website, etc)

Management of the schemes and definition of roles

Identification of the type of business to be represented and integrated to the clubs matching the prerequisites to be fulfilled

Project 1.Starting

date: 2012

Frequency: just once

with possible updates

along time

Project 2.

Starting date: 2012

Frequency: continuous

Lead Responsible Strategic PartnersDOT – Product development managers Private tourism

companies/AssociationsDestinations

Destinations for Nationwide

Estimated Cost (USD) Potential Financing SourcesProject 1: 270.000 (90.000 USD per year)Project 2: 500.000 (100.000 USD per year)

Membership fee from clubsPrivate/Public incentives

Sub-program for Marketing Intelligence Management


This project structures the undertaken market researches, gathers and analyses


24

the data, prepares a bulletin and finally transforms the information into a decision-making process.

Project 1: Strategic Marketing Plan. A Strategic Marketing Plan focusing on marketing each tourism product has to be done to provide overall guidelines for marketing activities. This Plan has to be assessed and updated every 5 years, in order to keep the pace of market trends and tourism products, as well as other competitors’ news. The Plan must have:

The strategic vision

Tourism positioning

Market and segment strategies

Tourism product strategies

Competitor’s monitoring

Promotion and commercial strategies

Periodic monitoring and assessment system

Project 2: Marketing intelligence system – MIS. MIS is the main tool to provide valuable information regarding the source markets. DOT should define the short and long term requirements of data and information for its strategic decisions. Also, it has to consider all possible needs of the tourism sector in the Philippines, in order to create a database of profit for the whole sector. This MIS has to measure key indicators performance, which will be defined by the responsible authority and the stakeholders, according to the specific strategic and operational needs. MIS is a key tool for tourism management, either for public administration or private decisions. Without information neither successful decision nor competitive plans can be made. Also, one of the key functions of the MIS will be to share information, since it is the main purpose of its creation. Even though good analysis and data is gathered, if it is not shared it has no value for tourism development. At least the following tasks should be done within this project:

Assess the model to follow for the Marketing Intelligence System: define if there will be a simple unit within DOT that will be in charge or if there will be a whole department or institution to hold this MIS. It will be a complete database with strong frameworks and supporting the whole sector, or if it will be an autonomous institute providing services and doing research under business models (i.e. tourism observatory). The scope and structure of the MIS has to be defined, as it’s roles and processes, ways of self funding or financial solutions, etc. For that, an assessment of model options must be done.

Business plan for MIS: once the MIS working framework and model is done, it is important to specify the scope and the kind of activities it has to do. An overall feasibility assessment has to be done, either if the MIS will be fully financed by government or if it will function with self financing methods (partnerships, sale of reports, sponsorship, etc.).

Implementing, monitoring & reporting: to implement the MIS, a set of data and framework has to be defined. The framework will be a supporting tool to host the database and to manage information. Then, in order to create and get the data, there will be studies, reports and research to do, which will have specific budgets for purchase, hire or draw-up. Then, a set of basic indicators has to be settled, which will serve as monitoring indicators for the whole PNTDP and other key plans for the country. This task has to be updated in terms of indicators and new insertions, according to the needs of knowledge and refinements along time. It also must:

Verify the relevance of reports produced by the market intelligence system.Transmit the results of the reports to the relevant public and private tourism

organizations in order to monitor competitors, performances or markets, country image, tourism products image, monitor sector performance, visitor impacts, visitor feedback, etc.

Improve the market intelligence system to provide the tourism industry with the needed data for development and decision making

Project 1.

Starting date:

2012

Frequency :

Every fifth year a new plan has to be assessed and updated

Project 2. Starting

date: 2013Frequency :Continuous

Lead Responsible Strategic Partners

DOT All private stakeholders/associations

Hospitality’s associations


25

National Statistics Office, Philippines

Destinations for

Nationwide

Estimated Cost (USD) Potential Financing Sources

Project 1: 250.000

Project 2: 650.000

(Definition model and business plan: 200.000 USD. Implementing yearly: 150.000 USD.)

Joint venture private/public

Multilateral donors

Program for Tourism Marketing Network

The sub-program for international tourism marketing offices will strengthen the current network of international tourism marketing offices of the Philippines, by adapting it according to the main market priorities arisen from the strategic marketing plan of the NTDP.

Sub-program for International Network Offices

Description and Projects Time FrameThis subprogram will adapt the current international tourism representation offices network to the main market priorities arisen from the NTDP. It will market and promote Philippines as a destination at the market origin, inform the customers and intermediaries on their travel possibilities and the tourism offer in the Philippines. Moreover, each office will specifically adapt the offer to the source market according to the preferences and trends of the relevant source market.

Project 1: Definition of international marketing network map.

Definition of office/representation model: according to market priorities and budget. The international network offices model to implement will be based on the current model. The international offices shall be DOT’s representative offices in the source markets, some of which do already exist. However, an assessment of the current network shall be done according to priorities arisen at the NTDP.

All top-priority source markets (countries or regions) arisen from NTDP shall have an office: identification of priority markets and specific locations (cities), where to settle the defined marketing office. A complete representative network should be settled on other relevant markets.

Assessment and revision of network map every 5 years, in order to optimize efforts and resources, redefine the priorities and office models, according to trends, market’s changes and competitiveness situation.

Project 2: Business and Management plan for each office.

Elaboration of internal structure according to specific market features, roles and functions: e.g. Marketing Department, Membership and Product Development Department, Public Relations and Press Department, Accounting and Information Department

Business models assessments: self-financing models; sources; opportunities.

Identification of possible locations and workspaces related with national identities.

Development of operational manuals, with procedures, management, reporting and monitoring guidelines. Definition of tasks that each office will undertake (B2B and B2C). E.g. political lobbying, distribution of tourism information, source market profile and statistics on current and potential tourists to the Philippines matched with the tourism products


2012

Frequency : Continuous every year


2013

Frequency: The plan should be

revised every 3 to 5 years


26

Sub-program for International Network Offices

portfolio, linking the foreign tourism industry with the Philippines’s tourism industry and DOT and fostering partnerships and travel arrangements, marketing campaigns, etc.

Project 3: Office network management.

Bid and contracting of office organization (staff, company, etc.).

Elaboration of annual goals, operations, budget, marketing plan based on the tourism products portfolio and experiences as well as a financing annual plan by source market

Training of new employees: Training on the tourism products offered at the destinations; Training of required capacities, e.g. foreign language skills, marketing, PR and operational skills, usage of hew technologies for the of e-marketing tools, political lobbying.

Meeting and reporting annual agenda, to revise results and set the followings goals

Monitoring of the effectiveness of marketing actions (annual cost-effectiveness calculation)


2013

Frequency: Continuous

Lead Responsible Strategic PartnersDOT and TPB Private tourism stakeholders;

Ministry of Foreign AffairesPhilippine Tourism Authority

Destinations for NA

Estimated Cost (USD) Potential Financing SourcesProject 1: 150.000 USDProject 2: 300.000(100.000 USD per office, based on 15 offices)Project 3: 10.800.000(180.000 USD per office per year, based on 15 offices: 2.700.000 USD per year)

Governmental fundingPublic and private partnerships

Sub program for Fostering Domestic Tourism

Description and Projects Time FrameAs the Marketing and Promotion Strategy already stated, domestic tourism is as important as international tourism for the development and growth of the industry.

Project 1: Tourism awareness campaigns definition.

Definition of different campaigns per year: identification of awareness needs and segments to target; definition of goals and strategies; definition of messages per target and communication tools for each one; definition of seasons and days for domestic tourism campaigns.

Define the strategic partners per campaigns, such as public-private partnership with local tourism companies

Define implementation schedule of each campaign

Define the financial schemes and alternatives for funding.

Definition of the campaigns, such as:Filipino first: this project designs the specific campaigns to encourage

domestic travels within the country, intending to transmit the importance for the Filipinos to be the first ones to know and feel their country, so that they can take care of it appropriately for other kind of tourism markets coming during the next years.

Tourism for good. This project designs a national tourism awareness program to raise the nationwide understanding for tourists and tourism and the resulting economic, social and environmental benefits.


Frequency: Continuous

(Should be revised every 5 years)


27

Sub program for Fostering Domestic Tourism

Tourism awareness in schools. This project could promote the national importance of tourism among young people and highlight the career opportunities in tourism

Monitoring system for campaigns: Implementation of periodical assessment of projects and tasksDevelopment of assessment tools and mean. Improvement of the methods and campaigns

Lead Stakeholders Strategic PartnersDOT and TPB Airlines and transportation companies

Hospitality’s AssociationsHotels, hostels and touristic apartmentsTourism professionals rendering services regarding the tourism products and segments identifiedNGO’sUniversities

Destinations for At a national level

Estimated Cost (USD) Potential Financing SourcesProject 1: 2.177.108(300.000 per campaign media & country brand management, each year a relevant increase is considered)

DOT


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Program for Operational Marketing

Description of the programThe operational marketing program aims to become the roadmap for the Philippines in order to optimize efforts in the main marketing areas promotion, communication, commercialization, among others. Moreover these actions have been planned and oriented towards international markets according to the countries and prioritizations that were targeted in the previous stage in the marketing and promotion Strategy.

In this sense, this program shall define which activities need to be carried out so that the goals set up in the strategy are achieved. Therefore, by developing these activities this program shall be able to implement segmentation, positioning and commercial strategies already defined in the previous stage regarding the Marketing and Promotion strategy.

ObjectivesThe goals of this action plan have been designed to match the marketing strategy ones; an increase in number of arrivals in the Philippines, the average length stay and the average expenditure per journey. In this sense, it is considered that these main goals will be achieved when the following objectives are accomplished:

Promotion and communication based on Product development by means of which the “Filipino experience” shall be recognized and easily identified

A market positioning based on both products and destinations

Expansion to new markets and consolidation in those already considered stable in regard with the different “experiences” especially targeted for each market

Customized promotion based on a market segmentation

Sub program for Commercialization


Commercialization consists in approaching the product into the market so that the targeted markets, but specially those considered a priority at each moment get to know the product. In this sense, what we are to present in this sub-program are the techniques and tools in order to contact and attract the source markets towards the Philippines. Even if many techniques have been developed in this area, many remain also remain classic

Project 1: Direct Marketing. It is a classic technique based on a direct contact with the considered potential consumers. As the prioritization of the markets has already been made, certain stakeholders (airlines, tour operators, travel agencies, etc.) shall be reached directly by the TPB through e-mail or telephone in order to present them the Philippines. We have to consider what “special interest segments” and products have been selected for each country and match them in the correct timeline with the actions to be carried out.

In order to approach the ideal stakeholders the DOT should consider the following: Preparing data bases of the main stakeholders of each targeted market Contact the referred stakeholders through e-mail or telephone to schedule a

meeting Present them the “Filipino experience” (the identified products and “special

interest segments” for each targeted country) Develop a customer relationship by keeping both interested and potential

customers informed of the campaigns, events, presentations, etc. organized by




29


the TPB, or DOT if such is the case, in order to make people get to know the Philippines

Project 2: Product Lounges. Product lounges are a quite new technique that has started to become more popular these days in the tourism industry. It is based on the idea of a fashion show in the sense of a product presentation. These events aim to present what products the Philippines has to offer based on market attractiveness. They usually are organized during travel or tourism trade shows where all stakeholders are together. The Product Lounges can be organized either at the venue were the trade fair is being carried out or elsewhere.

Preparing attractive publications that will describe the products Philippines wants to enhance.

For example, a nice cloth bag which includes brochures, DVDs, etc. can be a great tool if we manage that people move around the fair and the city with the bag which says “Philippines” and even better the get to re-use it

Target and contact the stakeholders that we consider of prior interestWhen they get contacted they should be informed that the Philippines is attending the trade show, where is the stand placed, invite them to meet up and attend the product lounge

Selecting the correct venue and time (normally during the afternoon, around 5pm, when the fair has nearly finished but people are still available for socializing)

Select a show or organize activities related to the values and experiences that Philippines wants to enhance

Products shall be presented when the targeted stakeholders are “short – distance” markets because closer markets usually have a larger knowledge about the country. Moreover, products shall be presented not only during travel trade shows, but also during meetings or events regarding their segment.

Project 3: Product Lounge “Experiences” or “Special interest segments”. Considering Product Lounges as a convenient technique to present the attractiveness of the Philippines, this version “Experiences” or “Special interest segments” aims to enhance determined values which the Philippines not only has, but also which makes a difference. These values have been identified and selected for each of the prioritized source markets so that the concept and message to be sent to these markets is clear.

Preparing not only publications but also creative materials that will describe the “special interest segments” the Philippines. We should bear in mind that not all creative materials apply for all the source markets.

Target and contact the stakeholders that we consider of prior interest Selecting the correct venue and time Select a show or organize activities related to the specific segments of products

that the Philippines want to enhance (i.e. divers, honey mooners, golf, etc.) Special interest segments shall be presented not only during travel trade

shows, but also during meetings or events regarding the segment. This technique is more convenient to be developed for countries considered

“long – distance” or in specific scenarios where the referred “special interest segments” have a special importance

Project 4: Road Shows. Road Shows are also a quite new technique to be developed in the source markets. They are based on the idea of a road trip around the targeted country; therefore they are usually carried out by bus or van. The goal of the road show is to bring closer the destination, the Philippines, to the source markets and to make it as visible as possible.

Research and selection of what will be the route of the road show Preparation of the publications (brochures, etc.) that shall be needed,

depending on what products or segments we want to enhance in that country.


Frequency:biannual


Frequency:yearly


2012


30


(Subject to Marketing and Promotion strategy definition) Defining the concept of the road show and selecting the decoration of the

vehicle which will be the image representing the Philippines all through the source market

Targeting and contacting stakeholders from that market and try to schedule a meeting with them

Organize at least an event in each city where the stakeholders can be invited, especially in case we have not been able to meet them. Stakeholders also include opinion leaders, press and media in general which are very important in terms of publicity (to be developed in the PR sub-program)

Project 5: Commercial Partnerships. The aim of this project is to establish partnerships with other companies, especially those related to the tourism sector, so that products can be more attractive and easily presented to tourists, through alliances with stakeholders. Moreover, these partnerships are really important for the organization of promotion activities which will be detailed in the relevant sub program. (i.e. A commercial partnership with an airline. For example in Spain, Spanish Tourism Board (STB) has an agreement with Iberia, a partially Spanish owned airline. The partnership entitles the STB to fleet stakeholders from around the world for free up to a limit revised every year, 1 million euro in 2010. In exchange, Iberia will appear in Turespaña’s advertising campaigns valued in an equivalent amount. Similar collaborations are carried out with hotels and other means of transport, for example.)

Identifying the industry or the company profile which we are interested in establishing a partnership (airlines, tour-operators, press, guide publishers, etc.)

Setting the advantages and disadvantages of the partnership in each case. The main idea is to make clear that the alliance is positive for all the actors participating in the alliance.

Contacting the targeted companies, presenting the annual action plan and the specific actions that will be carried out if the partnership would be concluded. Moreover, the advantages of the referred alliance shall be clear for the company.

Organization of meetings and conclusion of the agreements.

Frequency:yearly


Frequency:Continuous

Lead Stakeholders Strategic PartnersProject 1: DOT and TPBProject 2: TPBProject 3: TPBProject 4: DOT and TPBProject 5:TPB

Project 1: Airlines flying to and from the Philippines, hospitality sector and companies carrying out tourism servicesProject 2: DOT and private sector in generalProject 3: DOT and private sector in generalProject 4: At source markets: tour operators, potential buyers of the Philippines, buyers of targeted products for that source market and opinion leadersProject 5: Private sector: airlines, hotels, transportation services, tourism activities developed in regard with the defined product segmentation


Estimated Cost (USD) Potential Financing SourcesProject 1: 800.000 Project 2: 3.300.000Project 3: 4.204.499Project 4: 2.995.000Project 5: No cost (exchange of products or services)

Airlines, hotels, transportation servicesProfessional Associations


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Sub program for Promotion


Promotion are those activities which based on communication techniques aim to send a clear message to the current and potential client regarding expected experiences, products, values, etc. with the intention to increase sales. The goal of promotion is to make people buy a product by means of communication tools, in this case make people travel to the Philippines.

Project 1: Travel Trade Shows. Participating in travel trade shows is obviously the main promotional activity. The fact that at a trade show enables both buyers and sellers to meet up is the perfect situation to present Philippines to the buyers from the targeted markets.

Identifying which travel trade fairs to attend each year, according of course the prioritization of the markets and products

Identifying also which specific travel trade shows do we want to attend (MICE trade shows, for example)

Preparing the materials, not only the publications but also the stand and other elements which are needed in order to participate in a trade fair

Before attending the show, contact the identified stakeholders in order to organize meetings at the show

Enlarging the database with potential buyers before the show so that we can arrange a meeting at the fair or visit them at their stand

Select, design and carry out commercialization activities After the fair, organize the contacts and include them in the database for future

actions

Project 2: Workshops. Workshops are activities directed to professionals of the tourism sector (of several markets) so that they get to know what products and experiences the Philippines has to offer. The workshops are carried out in the destination, so for example, during one week; buyers of selected tourism products will travel to the Philippines and participate in several working sessions. The goal of these sessions is to make professionals “Buy the Philippines”.

Selecting the products that we want to enhance according to its prioritization set in the marketing strategy

Contacting the national professionals of the sector so that the workshop receives enough support to be a success. At this moment commercial partnerships are a very valuable alliance (for example, airlines will not charge the tickets of the professionals invited to the workshops)

Depending on the tourism product selected, organize the workshop and prepare the relevant publications that shall be needed

Inviting the targeted professionals from the different markets considered a priority at that moment for the Philippines

Keep in contact with the attendees in order to know their grade of satisfaction after the workshop

Project 3: Workshops in the source market. It is another kind of workshop which has recently become more popular due to its lower cost, among other advantages. In this case, people from the Philippines, probably from the TPB, shall be visiting certain targeted countries, according to the prioritization of the markets. These sessions are organized with buyers and professionals, in general, of the source market interested in having more information about tourism products developed by the Philippines. The working sessions will be organized based on the tourism products, so that buyers interested can work and develop the referred products. They are usually organized in one or maximum two cities of the source market.

Selecting the products that we want to enhance in the relevant source market according to its prioritization set in the marketing strategy

Preparing the relevant publications and other materials based on the products that shall be fostered and described during the workshop

Contacting the national professionals of the source market which shall be


Frequency:continuous


Frequency:

Yearly


Frequency:Biannual


32

Sub program for Promotion

visited, depending on the prioritization of the target markets, in order to see their potential interest in participating in the workshop

Organizing the trip with adequate marketing and PR professionals from the TPB and/ or DOT if necessary

Prepare and organize the sessions and activities to be held with the professionals invited making them the more interesting and creative

Keep in contact with the attendees in order to know their grade of satisfaction after the workshop

Project 4: Fam – trips. The fam - trips are familiarization trips attended by professionals who will have to sell the destination to final consumers. The purpose of organizing these trips is that the referred professionals get to know the destination and become familiar so that in conclusion they sell the product and destination.

Select the product that will be fostered during the fam-trip according to the product strategy

Select the destination where the fam-trip will be held in connection with the selected products

Target the professionals who would be interested in buying these kind of products so that they can sell them to final consumers

Organize and schedule the fam-trip with the national professionals who are linked to the product to be promoted

Contact and invite the targeted international buyers to the fam-trips Prepare de relevant publications (books, brochures, other products related to

the tourism product which is being sold, etc.)


Frequency:Annual

Lead Stakeholders Strategic PartnersProject 1: DOT and TPBProject 2: TPBProject 3: TPBProject 4: TPB

Project 1 to 4: Private sector (airlines, hospitality sector, transportations services, activities and services regarding the defined products to foster the Philippines)


Estimated Cost (USD) Potential Financing SourcesProject 1: 8.606.084 (40.000 per fair)Project 2: 7.250.000 Project 3: 265.000 Project 4: 19.412.960

Airlines, hotels, transportation servicesProfessional Associations

Sub program for Communication


Communication is an essential element of the marketing action plan because it is the tool that sends the message, generates expectations and creates an image of the country in the tourists mind. Therefore, we propose the following projects to be carried out at different levels in order to achieve a wider impact on tourists.

Project 1: Country Image & Branding Development. Developing an image of the Philippines which matches the Vision Statement 2016 established in the Commercial part of the Marketing and Promotion Strategy. “Becoming the must-experience destination in Asia” has to be the message that summarizes all the communication campaigns that advertise and promote products or experiences to be enjoyed in the Philippines. This message shall be the conductor of the whole communication sub program in order to



(2 – 3 years per


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have a global communications strategy and action plan. Select a communication agency that understands the vision statement, the

tourism products selected to promote visitors to the Philippines, as well as the experiences denominated special interest segment

Carry out different campaigns for each lifecycle segment identified in the strategic document: students, generation X (sinks and dinks), family and baby boomers

Organize a national event to present the country image campaign among the professionals of the tourism sector

Organize an event at each of the overseas destinations where the DOT has a representation office in order to present the new country image campaign to all the professionals from the tourism sector

Target the professionals who should specially attend the event. The referred professionals should be selected among those who work for targeted markets as well as those who work with specific products, such as the ones that have been selected as products to be developed by the Philippines

Project 2: Publications (guides, brochures, newsletters). Create a whole range of publications for each category of products which include the vision statement 2016 and the new country image. Moreover, the referred publications shall be designed for the different continental regions as well as for the different segments, in some cases (subject to the confirmation by the communication agency that will prepare the documents). The referred documents would ideally be both: printed and electronic.

The printed documents shall be the following: Guide of each Product category which describes in detail the available destinations and services for each productBrochures for each Product category which highlight the attractiveness of the Philippines regarding the relevant product and experience, if such is the caseNewsletter to be published and mailed to all of the identified stakeholders

The digital documents shall be included in the DOT’s website and will be the following:Digital version of the abovementioned documents: guide, brochure and newsletterCreate a 2.0 site at the DOT’s website which enables tourists who have visited the Philippines to explain their holidays. The 2.0 site will be divided by Product categories (to be developed in the sub-program On-line Marketing)

This publications will be adapted or not to the different publics depending on the assessment of the communications agency. Apart from the lifecycle segmentation, a possible segmentation would be: final consumers and professionals.

Selection of a communication and publishing agency In collaboration with the agency, definition of the concepts and that shall be

enhanced in each category of products Preparing and publishing the documents

Project 3: Advertising (to final consumers). Organizing an advertising campaign for mass media that will promote Philippines to final consumers from the targeted source markets.

Select an advertising agency who designs the final consumer campaign. The referred agency should be a local agency of the source market in collaboration with the agency in Philippines with the creation of the country image campaign

Analyze and select the general consumers media of the targeted sources markets where the campaign should be published

campaign)




Frequency:Continuous (3 years

per publications)


34


Define and draw-up a media plan according to the periods when tourists start considering and organizing holiday trips, also depending on the source market distance with the Philippines. European source markets will need more available days than Asian- Pacific countries, therefore the holiday concept shall be different and the campaign in Asian- Pacific countries shall be continuous

Publish the campaign in the selected media

Project 4: Advertising (to professionals) Organizing an advertising campaign for tourism industry media that will promote the Philippines as a destination to be bought by the professionals from the targeted source markets

Select an advertising agency who designs the campaign for the tourism industry.

Analyze and select the professional media of the targeted sources markets where the campaign should be published

Define and draw-up a media plan according to the periods when industry professionals’ start buying destinations to offer to the final consumers as their next holidays. Also in this case, depending on the source market different buyer periods should be considered

Publish the campaign in the selected media


Frequency:Continuous (5

years)

Lead Stakeholders Strategic PartnersProject 1: DOT and TPBProject 2: TPBProject 3: TPBProject 4: TPB

Communication agency and private sector to diffuse the campaignPublishersNational and International media companies


Estimated Cost (USD) Potential Financing SourcesProject 1: 2.943.149Project 2: 1.100.000 Project 3: 7.095.091Project 4: 5.295.041

Professional Associations of PublishersPublishers, communication professionals and agencies

Sub program for Public Relations (PR)


Public Relations are one of the communicational components of a company or institution in order to inform and diffuse information regarding the organization at two levels, at an internal (corporate level) and at an external level. The main goal is to reach all the different types of targeted public by means of each selected media and certain events are held so that the institution becomes not only known but also identified easily by the public.

Project 1: Social events. Social events are a key tool to be developed among the tourism sector at a national level so that the different professionals who are part of the industry get together and achieve to act as one. In this sense they will manage to offer much more complete and professionalized products to the stakeholders at the source markets. This project aims to develop and promote the recognition of quality standards expected from the tourists.

These events shall be organized by TPB, at least once a year and will focus on the attendance of the stakeholders of the sector. Moreover, in order to foster the Philippines as a country where quality in tourism services and products is valued and recognized the “Philippines Excellence Award” shall be created and organized on a yearly basis.

As it is an award based on quality criteria, a program including a minimum rules and standards that shall be fulfilled by those professionals willing to participate


Frequency:Yearly and continuous


35


in the contest and to be identified as a quality product and service Publish a formal statement where the tourism sector at a nationwide level is

informed about the award that is going to be organized the following year in connection with the quality program

The formal statement will be at least published at the DOT’s websiteAt the website they will find the minimum standards to fulfil in order to register themselves to participate in the Philippines Excellence AwardOnce they have fulfilled the requirements they will be candidates to the award

Contact a PR agent or company who will organize the annual event and assure that the event gets the diffusion and quality image it must have

Create different Awards for each tourism product category defined in the strategic program, so that professionals can be awarded in different categories

Create an image/ brand that can be used by the awarded in order to foster their excellence

Project 2: Social networking. Social networking is based on the idea of short meetings focused on a specific subject or area, obviously related to the products, special interest segments or targeted source markets in order to share their knowledge and experience. This project aims to develop and promote at a national level the knowledge sharing focused on developing the country as an international destination adapted to the quality and experience standards expected from the tourists.

Set the date for the quarterly meetings Invite an international and recognized professional or a local professional from

the sector that would give a conference/ knowledge sharing talk After that a forum opinion sharing and a discussion would be carried

Project 3: Worldwide events. Holding a worldwide event allows a country to prove to the rest of the world that it is capable of not only organizing but also succeeding in being the venue of an event. Moreover, the events are apart from a great publicity for the country, a great opportunity for the tourism sector because any event, of any subject, is connected to the tourism industry. In addition, a good knowledge and monitoring of the main events to be held (at different scales, national, regional or worldwide) is required. In this project reference is made not only to MICE events, but also sportive, cultural and politic events.

Monitoring and doing a follow-up of the future events to open a candidature process

Preparing the relevant marketing materials to be attached to the candidature Selecting a person from the TPB or DOT to carry out a lobbying position in

regard with the international stakeholders Carrying out campaign so that the private sector gives the support needed in

front of the organization in charge of the event

Project 4: Worldwide Ambassadors Program. In order to achieve a worldwide image, especially in those targeted source countries, the Ambassador Program has the following main goal: make a Filipino celebrity (if possible) leaving overseas become in the destination market an Ambassador to foster the image of the Philippines. The selected person will be either Filipino or a person with large knowledge and a string link with the Philippines. Moreover, the referred person shall have very developed social skills and a good reputation among the tourism sector. Every source market will have an Ambassador. (i.e. Bruno Mars, the singer, could be promoted as a Filipino Ambassador in the USA).

Defining the criteria to select the Ambassador Establishing determined goals for the Ambassador in the source market where

he represents the Philippines


Frequency:2 year program

(continuity subject to assessment)






36


Furnishing him with enough marketing publications and tools in order to be able to attend meetings with stakeholders and provide information in an adequate format

Presenting the Ambassadors once a year at the Philippines Excellence Award Meeting up (once a year after the Award) with the Marketing Director of the

DOT in order to analyze the activities carried out and asses the progress

Project 5: Press dossier. It is classic PR activities consisting in putting together all the articles, editorials and pieces of information, in general that have been published each year in regard with the Philippines as a tourism destination.

Follow-up of the national and international media either specialized in tourism or considered a general public information publication

Follow-up of the source market media and publications either specialized in tourism or considered a general public information publication

Putting together all the pieces of information published on yearly basis in two different types of support both paper and electronic

Project 6: Press Trips and Publicity. Publicity is a very important component of the PR subprogram due to the fact that it is elaborated for free by opinion leaders and popular journalists. In this case it is important especially in the source markets where these opinion leaders can carry out a very valuable mission. Obtaining the publicity is normally linked to the organization of a press trip, so that targeted opinion leaders from the source markets are invited to discover the tourism products and experiences (depending on what source market specific products and experiences shall be selected) of the Philippines. In exchange for the invitation the referred journalists shall publish an article or editorial in regard with their experience in the Philippines. The length and ideas to be included in the article shall be agreed between each media representative or opinion leader and the Marketing Director.

Targeting the opinion leaders of the targeted source markets Planning and organizing the convenient press trip in connection with the

products to be fostered for each market Look for support in the private sector so that the hotels, restaurants and

companies developing the activities included in each product are carried out for in order to be considered a mid-term investment in order to achieve an increase in number of tourists, length of stay and average expenditure, among others

Inviting the opinion leaders to the press trip Negotiating and agreeing on the “pay pack” in terms of pieces of information to

be published, etc. Contacting the private sector in order to confirm and coordinate the trip




Frequency:Yearly

Lead Stakeholders Strategic PartnersProject 1: TPBProject 2: TPBProject 3: DOTProject 4: DOT and TPBProject 5: TPBProject 6: DOT and TPB

PR agents and companies to be hired for the organization of the relevant eventsPopular and outstanding Filipinos leaving overseasOpinion leaders from the international mediaPrivate sector of the tourism industry

Destinations for At a national level, but also based on a product categories and special interest activities division (in regard with Project 6)

Estimated Cost (USD) Potential Financing SourcesProject 1: 205.765Project 2: 42.738Project 3: 979.779 Project 4: 183.947 (Only the expenses of the

DOT fundingCarrying out public private partnerships with the private

sector: airlines, hotels, etc. (in regard with the Project 5: strategic partnerships of the commercialisation sub


37


Ambassador are considered, 2.000 per Ambassador)Project 5: 240.000 Project 6: 7.257.027

program

Sub program for Online Tourism

Description and Projects Time FrameThis online marketing program will enhance the visibility of the destination online and keep marketing actions updated towards new technologies use and opportunities. Internet is a strategic tool to attract a large number of customers and to construct the image of the destination. New technologies are developing fast and providing innovative tools for tourism marketing (i.e. enhance reality, role games, holograph, helmet vision, 3D devices, etc.).

Project 1: New technologies and tools development. The web 2.0 is a channel of communication between customers, and new formats and tools will arrive to enhance and improve the experiences. It will be a key factor of success to keep marketing updated on all opportunities coming from innovative technologies. Some of the following tasks and actions could be done, previous assessment of market adequacy:

Propose a version of the DOT’s Website on Smartphone

Create a travel planner on the website with more possibilities (reservations, calendar, comments, pictures) to increase the attraction of the concept and increase direct sales and reservations

Insert interactive maps, video and photos sharing, wikis, widgets in the website

Dedicate a section of the website to comments and forum about the destination (the customer can share his experience and knowledge of the destination, as well as pictures). This section will be organized by categories. The referred categories will be the 9 tourism products Philippines’s has to foster, so that customers can give their opinion focused on the products portfolio

Monitor the customer feedback and expectations of the destination by integrating social network such as Facebook, Twitter and Trip advisor

Project 2: Community Manager Development

This activity consists in managing in an efficient way the communication that other publish on-line by using the correct tools in order to focus in what we consider out potential tourists to the Philippines are interested in. Some examples of tools to be analyzed are blogs, specialized online communities, regarding tourism based communities, for instance; or Twitter accounts, “Like“ or “Fans” in Facebook, etc.

Every national and international office of the network will have a position assigned to a Community Manager in order to obtain as much information as possible of the Philippines, therefore reduce distance





Lead Stakeholders Strategic PartnersTPB Communication agencies focused on 2.0 and on-line

marketingConsultancy firms regarding Community Management

Destinations for At a global level

Estimated Cost (USD) Potential Financing SourcesProject 1: 5.058.538 (70.000 per campaign per market)Project 2: 3.150.000 (40.000 per Manager per market)

Governmental fundingPublic-Private Partnerships


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Detail Operational Marketing Plan for 2012 per Market

Operational Marketing Actions for Domestic Tourism

Description and Projects

1. Branding campaigns Focus on advertising campaigns to strengthen the Philippines as a tourism destination for local

tourism

2. E-marketing campaigns On-line marketing campaign fostering the country branding addressed to Students, Families and

Generation X. Creation of an android or Iphone application matching the country’s branding

3. Press – trips/ Publicity – 2 trips to be organized per year Addressed to press (journalists and opinion leaders) focused on divers and culture/ nature tourism Focus on nationals to promote their involvement on travelling around their country and encounter

their traditions

4. Advertising (to final consumers) – (Insertions in 2 different media) Advertisements on press for nature and culture tourism: Nature based tourism: 3 full pages; Culture

Tourism: 2 full pages. Addressed to Students, Families and Generation X The ads shall be printed in specific media regarding the product or segment

Estimated Cost (USD)Project 1: 112.000Project 2: 70.000Project 3: 150.000Project 4: 50.000

Operational Marketing Actions for Japan


1. Tourism & Travel Fairs (includes consumer & trade fairs and 6 fairs as average number of fairs per year to attend)

2. Product Lounge “Special Interest Segments” (4 product lounges to be organized) During the 12th Global Travel & Tourism Summit in April 17th-19th, a product lounge event should be

organized in an attractive venue in Tokyo where the press would attend as well as other key stakeholders. Addressed to Divers, Relaxation and nature, Golf and honey mooners.

3. Road Shows (4 road shows to be organized) Focused on nature based tourism, Culture tourism and Shopping, Leisure & entertainment Addressed to generation X To be organized in Tokyo – Yokohama and Osaka – Kyoto They should be organized in February so that people consider the Philippines when they start booking

their trips for the Golden Week, at the end of April or beginning of May

4. Workshops Focused on divers and Beach relaxation and nature Addressed to generation X A diving experience either in Bohol or El Nido (Palawan) During 5 days, at the best time of the diving season

5. Worldwide Ambassador Program A Filipino celebrity or a Japanese closely related to the Philippines to act as the country’s Ambassador Focused on commercialising Nature based tourism and Shopping, Leisure & entertainment Addressed to Baby boomers and Generation X, however the Ambassador should also do lobbying

activities versus the tour operators and travel agents


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Operational Marketing Actions for Japan

6. E-marketing campaigns Focused on Culture tourism and Shopping, Leisure & entertainment Addressed to ladies and baby boomers On-line marketing campaign fostering the country branding Creation of an android or Iphone application matching the country’s branding allowing to develop e-

marketing campaigns.

7. Press – trips/ Publicity – 4 trips to be organized per year Focused on specialized press on Divers and Beach relaxation and nature Pick the right Journalists and opinion leaders in Japan

8. Advertising (to final consumers) – (Insertions in 2 different media) Advertising in printed media:

Diving: 3 full pagesHealth & Wellness and Medical Tourism: 2 full pagesWeddings and Honeymooners: Print expo

Addressed to overseas Filipinos, adventure seekers, ladies and baby boomers The ads shall be printed in specific media regarding the product or segment

9. Advertising (to professionals ) - (Insertions in 2 different media) Focused on MICE and Professionals from the tourism sector Addressed to professionals of the MICE and general tourism sector The ads shall be printed in specific media regarding the product or segment

Estimated Cost (USD)Project 1: 120.000Project 2: 80.000 Project 3: 100.000 Project 4: 225.000 Project 5: No cost (N/A)Project 6: 70.000Project 7: 100.000 Project 8: 120.000Project 9: 90.000

Operational Marketing Actions for USA


1. Country Branding Branding campaigns addressed to final consumers and professionals from the tourism industry in general

2. Consumer Travel Shows Focused on Nature based tourism, especially oriented to divers, adventure seekers and bird watching.

Health and wellness is also a product to be fostered, however, we suggest to focus on Nature Based Tourism in 2012

Public attracted to Nature based tourism, normally generations X and overseas filipinos Where to go?

Vacation Leisure Outdoor Show (VLOS) – San Antonio, TexasChicago Tribune’s Travel & Adventure Show (CT – TAS) – Illinois 41st Underwater Show – Illinois New York Times Travel Show – New York CityAdventures in travel Show – Washington DC Los Angeles Times Travel & Adventure Show – Los Angeles Beneath the Sea – Sea caucus, New JerseyBird Fair in America – PennsylvaniaSan Diego Travel ShowScuba dive ShowNBC 5 Travel Expo


40


3. Travel Trade Shows Focused on Health & Wellness (Medical tourism, regarding the special interest segments) and MICE Addressed to Professionals from the tourism industry in general Where to go?

Education Travel Fair/ Conference - Providence5th World Medical Tourism & Health Congress and Employers Health CongressIMEX America – Las VegasITME or “the Motivation Show” – Chicago DEMA Show

4. Special Interest Segments “Product Lounge” – 5 lounges to be organized Focused on Diving, Bird watching experiences, Medical tourism and MICE Addressed to professionals Where to go?

Diving Lounge: Los Angeles during the Scuba Diving Show – May 16 - 17Bird watching: Pennsylvania during the Bird Fair in America – April 1 – 3Medical tourism during the 5th World Medical Tourism (city to be arranged) – Between October and NovemberMICE: Chicago during the ITMA (The Motivational Show) - October

5. Press – trips/ Publicity – 4 trips to be organized per year Focused on Nature based products and Health & Wellness Tourism Addressed to Journalists and opinion leaders in the USA

6. Fam – trips – 7 fam trips to be organized Focused on Bird watching, Diving, Medical tourism, MICE Addressed to Travel agents, incentive houses, congress and conventions organizers and tour operators

in general Organization and Details:

Bird watching: 4 people per office and 5 offices = 15 peopleFebruary1 week duration

Diving: 3 people per office and 5 offices = 15 peopleApril1 week duration

Medical Tourism: 3 people per office and 5 offices = 15 peopleJune1 week duration

MICE: 3 people per office and 5 offices = 15 peopleNovember1 week duration

Tour – operators (2 fam – trips): 4 people per office and 4 offices = 16 people (per fam – trip)June and September1 week duration

7. Worldwide Ambassador Program A Filipino celebrity or an American citizen closely related to the Philippines. (i.e. Bruno Mars who

descents from a Filipino family) Focused on the whole country in general, promoting the values that differentiates the Philippines

from the rest of the countries, but especially Nature based tourism and Shopping, Leisure & entertainment

Addressed to all segments in general because the purpose is to promote the country in the source market. However, we would like to point our attention on the US – American Filipinos so that the Ambassador can develop a role of encouraging them to go back to visit the Philippines and rediscover their origins and traditions.


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8. E-marketing campaigns Focused on Nature, Culture, divers, adventure seekers, etc. Addressed to ladies, baby boomers and overseas Filipinos On-line marketing campaign fostering the country brand Creation of an android or iphone application matching the country’s branding allowing to develop e-






Estimated Cost (USD)Project 1: 112.000Project 2: 220.000Project 3: 80.000Project 4: 50.000Project 5: 200.000Project 6: 525.000Project 7: No costProject 8: 70.000Project 9: 75.000Project 10: 72.000

Operational Marketing Actions for South Korea


1. Country Branding Advertising addressed to final consumers and professionals from the tourism industry in general to

brand the country

2. Tourism & Travel Fairs (includes consumer & trade fairs and 8 fairs as average number of fairs per year to attend) Focused on Educational, Diving, Shopping, Leisure & Entertainment, Sun & beach, MICE Addressed to Students and Generation X Where to go?

Educational : Korea Study Abroad & Language FairGeneral travel fairs

3. Product Lounge “Special Interest Segments” (12 product lounges to be organized) Focused on Educational, Divers, Honeymooners, Golf Addressed to Students and Generation X In Seoul specially making them match with travel fairs of the specific segment in September-

November

4. Fam – trips – 8 fam trips to be organized Focused on Educational, Diving, Shopping, Leisure & Entertainment Addressed to Travel agents, incentive houses, congress and conventions organizers and tour operators

in general Organization and Details:


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Educational: 5 people per office and 4 offices = 20 peopleFebruary - May1 week duration

Diving: 3 people per office and 4 offices = 12 peopleFebruary - May1 week duration

Shopping, Leisure & Entertainment: 4 people per office and 5 offices = 20 peopleFebruary - May1 week duration

MICE:2 people per office and 6 offices = 12 peopleFebruary - May1 week duration

5. Worldwide Ambassador Program A Filipino celebrity or a Korean closely related to the Philippines Focused on Nature based tourism and Shopping, Education and Leisure & entertainment Addressed to Generation X, ladies, students and group travellers in general, however the Ambassador

should also do lobbying activities versus the tour operators and travel agents

6. E-marketing campaigns Focused on Educational, Shopping, Leisure & entertainment, Divers, MICE Addressed to Students, ladies, generation X and professionals of the MICE sector On-line marketing campaign fostering the country brand Creation of an android or iphone application matching the country’s branding allowing to develop e-


7. Press – trips/ Publicity – (4 trips to be organized per year) Focused on Shopping, Leisure & entertainment Addressed to Journalists and opinion leaders in Korea Visit destinations in the Philippines that enhance the referred tourism products (i.e. Cebu, Makati city

in Manila) Organization and Details:

2 people per office and 4 offices = 8 peopleMarch and October1 week duration

8. Advertising (to final consumers) - (Insertions in 12 different media) Printed ads for:

Educational: 3 full pagesShopping, Leisure & entertainment: 2 full pages

Addressed to Students, ladies and baby boomers The ads shall be printed in specific media regarding the product or segment

9. Advertising (to professionals ) - (Insertions in 8 different media) Addressed to professionals from the tourism sector The ads shall be printed in specific media regarding the product or segment to be fostered

Estimated Cost (USD)Project 1: 112.000Project 2: 180.000Project 3: 80.000Project 4: 300.000Project 5: 0Project 6: 70.000Project 7: 100.000Project 8: 200.000


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Project 9: 72.000

Operational Marketing Actions for China


1. Branding campaign Addressed to final consumers and professionals from the tourism industry in general

2. Tourism & Travel Fairs (includes consumer & trade fairs and 8 fairs as average number of fairs per year to attend) Focused on:

Shopping, Leisure & entertainmentSun & beachMICE

To what segments?Honey mooners, beach lovers, shopping lovers and MICEAttending general tourism fairs

3. Product Lounge “Special Interest Segments” – (12 to be organized) Focused on:

Shopping, Leisure & entertainmentSun & Beach

Where to organize the lounge? 2 product lounges to be organized in Shanghai and 2 in Beijing

When?January – February, before Chinese New Year

4. Fam – trips –4 fam trips to be organized per product Focused on:

Shopping, Leisure & entertainmentCultural TourismSun & Beach

Addressed to Travel agents and tours operators, mainly. Organization and Details:

Shopping, Leisure & entertainment3 people per office and 4 offices = 12 peopleJanuary, June and October1 week duration

Cultural Tourism 3 people per office and 4 offices = 12 peopleJanuary, June and October 1 week duration

5. Worldwide Ambassador Program A Filipino celebrity or a Chinese closely related to the Philippines Focused on:

Shopping, Leisure & entertainment, sun & beach and cultural tourism To what segments?

Generation X and baby boomers, however the Ambassador should also do lobbying activities versus the tour operators and travel agents

6. E-marketing campaigns Focused on:

Culture tourism; Shopping, Leisure & entertainment; Sun & beach To what segments?

Generation X and baby boomers


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Operational Marketing Actions for China

E-marketing campaign fostering the country brand Creation of an android or iphone application matching the country’s branding allowing to develop e-


7. Advertising (to final consumers) - (Insertions in 8 different media) Ads focused on:

Shopping, Leisure & Entertainment: 3 full pagesCultural Tourism: 2 full pagesWeddings and Honeymooners: Print expo

Addressed to special interest segments The ads shall be printed in specific media regarding the product or segment


Estimated Cost (USD)Project 1: 112.000Project 2: 250.000 Project 3: 80.000Project 4: 480.000Project 5: 0Project 6: 225.000Project 7: 120.000

Operational Marketing Actions for Australia


1. Country branding Addressed to final consumers and professionals from the tourism industry in general


Nature based tourismCulture TourismSun & BeachMICE

Addressed to Travel agents and tour operators focusing on families, generation X and baby boomers What fairs to attend?

The tourism trade fairs to attend shall be general tourism fairs where the Philippines must enhance the above mentioned tourism products. A good opportunity to present the products will be Australian Tourism Exchange (ATE) a trade show to be organized in Perth in June (15 – 21), 2012.


DiversAdventure seekersHoney moonersCulture explorers

To what segments? Families, generation X and baby boomers

Where to carry out the product lounge?


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The Product Lounge of the “special interest segments” should be organized during the ATE trade show in order to complement the tourism products presented and promoted during the fair.

When?June, 15 – 21

4. Fam – trips – 3 fam trips to be organized Focused on:

Nature based tourismCulture TourismSun & BeachMICE

Addressed to Travel agents and tours operators Organization and Details:

Nature based tourism3 people per office and 4 offices = 12 peopleOctober - December 1 week duration

Culture Tourism3 people per office and 4 offices = 12 peopleOctober - December 1 week duration

Sun & Beach4 people per office and 4 offices = 16 peopleOctober - December 1 week duration

MICE3 people per office and 4 offices = 12 peopleOctober - December 1 week duration

5. Worldwide Ambassador Program A Filipino celebrity or an Australian closely related to the Philippines Focused on Nature based tourism, culture Tourism, sun & Beach and MICE

To what segments? Families, generation X and baby boomers, however the Ambassador should also do lobbying activities versus the tour operators and travel agents

6. Press – trips/ Publicity – 2 trips to be organized per year Focused on:

DiversAdventure seekers

Addressed to Journalists and opinion leaders in Australia Organization and Details:

2 people per office and 4 offices = 8 peopleFebruary and November1 week duration


Nature based tourism: 2 full pagesCulture Tourism: 2 full pagesSun & Beach: 2 full pages

To what segments? Adventure seekers, generation X and baby boomers

Where? The ads shall be printed in specific media regarding the product or segment


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8. Advertising (to professionals) - (Insertions in 2 different media) Focused on MICE To what segments?

Professionals of the MICE and general tourism sector Where?

The ads shall be printed in specific media regarding the product or segment

Estimated Cost (USD)Project 1: 112.000 Project 2: 120.000Project 3: 40.000Project 4: 225.000Project 5: 0Project 6: 100.000Project 7: 75.000Project 8: 90.000

Operational Marketing Actions for Singapore



Shopping, Leisure & EntertainmentSun & beach

To what segments?Mainly tour operators and travel agents, with special reference to those specialised in divers, who will have a special program for 2011 and 2012 called “Asia dive now”

What trade fairs to attend?ITB Asia – 2012 (7 – 11 March)NATAS (Singapore National Association of Travel Agents) – (February, to be arranged)


Shopping, Leisure & EntertainmentBeach Relaxation GolfHoney mooners

To what segments? Generation X and families, especially expatriates leaving in Singapore

Where to carry out the product lounge?During the referred trade shows special product lounge events should be carried out


Shopping, Leisure & EntertainmentSun & beach

Addressed to Tour operators and travel agents working with package tours Organization and Details:

Shopping, Leisure & Entertainment:5 people per office and 4 offices = 20 peopleJune and November1 week duration


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Sun & beach: 5 people per office and 4 offices = 20 peopleJune and November1 week duration

4. Worldwide Ambassador Program A Filipino celebrity or a Singaporean closely related to the Philippines Focused on: Shopping, Leisure & entertainment and Sun & beach To what segments?

Generation X and families, especially expatriates however the Ambassador should also do lobbying activities versus the tour operators and travel agents



To what segments? Generation X and families, especially expatriates leaving in Singapore

Where to diffuse the campaigns:On-line marketing campaign fostering the country brandCreation of an android or iphone application matching the country’s branding allowing to develop e-marketing campaigns.

6. Press – trips/ Publicity – 3 trips to be organized per year Products, experiences and values related to be fostered:


Addressed to Journalists and opinion leaders in Singapore Where to go?

Destinations in the Philippines that enhance the referred tourism products, such as Makaty city (Manila), Cebu, Boracay or Bohol

Organization and Details:2 people per office and 4 offices = 8 peopleFebruary, May and November1 week duration





Estimated Cost (USD)Project 1: 120.000 Project 2: 40.000Project 3: 150.000


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Project 4: 0Project 5: 70.000Project 6: 150.000Project 7: 75.000Project 8: 90.000

Operational Marketing Actions for Malaysia



Leisure and shoppingHealth and Wellness tourism

Addressed to mainly tour operators and travel agents What trade fairs to attend?

MATTA (Malaysia Association of Tour & Travel Agents Fair) – Kuala Lumpur – (August, to be arranged)


Shopping, Leisure & EntertainmentHealth and wellness

To what segments? Professionals of the leisure and health industry as well as travel agents, in general. In terms of final consumers the targeted segments would be families and generation X, especially expatriates

Where to carry out the product lounge?During the referred trade show in Kuala Lumpur, special product lounge events should be carried out


Shopping and leisureHealth and Wellness tourism

Addressed to tour operators and travel agents working with package tours Organization and Details:

Shopping and Leisure tourism:4 people per office and 4 offices = 16 peopleJune and November1 week duration

Health and Wellness tourism: 4 people per office and 4 offices = 16 peopleJune and November1 week duration

4. Worldwide Ambassador Program A Filipino celebrity or a Malaysian closely related to the Philippines Focused on Leisure, shopping and Health and Wellness tourism To what segments?

Families and Generation X, especially expatriates however the Ambassador should also do lobbying activities versus the tour operators and travel agents


Medical tourismShopping, Leisure and entertainment

To what segments? Generation X and families, especially expatriates leaving in Malaysia


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Operational Marketing Actions for Malaysia

Where to diffuse the campaigns:On-line marketing campaign fostering the country brandThe creation of an android or iphone application matching the country’s branding allowing to develop e-marketing campaigns.


Shopping and leisure tourismHealth and Wellness tourism

Addressed to:Journalists and opinion leaders in Malaysia

Where to go? Destinations in the Philippines that enhance the referred tourism products, such as Makaty city (Manila), Cebu or Bohol

Organization and Details:2 people per office and 4 offices = 8 peopleFebruary, May and November1 week duration





Estimated Cost (USD)Project 1: 120.000 Project 2: 40.000Project 3: 150.000Project 4: 0Project 5: 70.000Project 6: 100.000Project 7: 50.000Project 8: 80.000

Operational Marketing Actions for Canada


1. Tourism & Travel Fairs (includes consumer & trade fairs) Focused on:

Nature based tourism (with special attention to bird watching and divers)Health and wellness tourism

Addressed to:Tour operators and travel agents focused on the referred segments, as well as general tourism professionals. Overseas Filipinos.

What fairs to attend?The Outdoor Adventure Show – Toronto –(24 – 26 February)Travel & Vacation Show – Ottawa – (11 – 12 March)


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Operational Marketing Actions for Canada

International Travel & Tourism Show – Montreal – (October, to be arranged)Addison travel Shows

2. Product Lounge “Special Interest Segments” – (6 to be organized) Products, experiences and values related to be fostered:

DiversAdventureBird watching

Addressed to:Professionals of the referred Nature Tourism Industry as well as travel agents, in general

Where to carry out the product lounge?During the referred trade shows that shall be carried out in Toronto, Montreal and Ottawa, special product lounge events should be carried out referred to these nature based tourism segments


Nature based tourism (with special attention to bird watching, divers and adventure) Addressed to:

Professionals of the tourism sector especially those focused in eco-tourism Organization and Details:

Nature based tourism: 3 people per office and 6 offices = 18 peopleNovember1 week duration

4. Worldwide Ambassador Program A Filipino celebrity or a Canadian closely related to the Philippines Focused on:

Nature based tourism and eco-friendly practices To what segments?

The Ambassador should do lobbying activities towards the tour operators, travel agents and overseas filipinos


Nature based Tourism (including: diving, adventure and bird watching) Addressed to:

Journalists and opinion leaders in Canada Where to go?

Destinations in the Philippines that enhance the referred tourism products Organization and Details:

Nature based Tourism2 people per office and 4 offices = 8 peopleFebruary, May and November1 week duration

Estimated Cost (USD)Project 1: 80.000 Project 2: 60.000Project 3: 75.000Project 4: 0Project 5: 100.000

Operational Marketing Actions for India


1. Tourism & Travel Fairs (includes consumer & trade fairs and 3 fairs as average number of fairs per year


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to attend) Focused on:

Shopping & EntertainmentSun & BeachEducational tourism

To what segments?Upper class, basically students and families

What fairs to attend?Travel & Tourism Fair Trade – Chennai – (January, 6 – 8)Outbound Travel Mart – Mumbai – (February 17 – 19)Outbound Travel Mart – New Delhi – (February 23 – 24)

2. Special interest Product Lounge – (2 to be organized, one in Mumbai and one in New Delhi) Focused on:

Shopping & entertainment, Sun & Beach, Educational, and MICE tourism Addressed to:

Upper class and luxury travel agents Where should the lounge be organized?

During the Outbound Travel Mart in Mumbai and New Delhi When?

February 17 – 19 and 23 – 24

3. Worldwide Ambassador Program A Filipino celebrity or an Indian closely related to the Philippines Focused on: Nature based tourism, culture tourism and Shopping, Leisure & entertainment To what segments?

Families and students, however the Ambassador should also do lobbying activities versus the tour operators and travel agents


Shopping & EntertainmentSun & Beach

To what segments? Upper class and luxury travel agents

Organization and Details:Shopping, sun & beach

4 people per office and 5 offices = 20 peopleApril and June1 week duration


Shopping, Leisure & entertainment; Sun & Beach: Educational To what segments?

Families and studentsOn-line marketing campaign fostering the country brandCreation of an android or iphone application matching the country’s branding for e-marketing campaigns.


Sun & Beach: 2 full pagesEducational Tourism: 2 full pages

To what segments? Families and students

Where?


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Estimated Cost (USD)Project 1: 60.000 Project 2: 10.000Project 3: 0Project 4: 150.000Project 5: 70.000

Project 6: 150.000

Operational Marketing Actions for Hong Kong



Nature based tourism (Diving) Sun & Beach

To what segments?Families, however in terms of professionals the target shall be tour operators or travel agents specialized in the above mentioned tourism products.

What fairs to attend?Diving, Resort & Travel Expo – Hong Kong (July, to be arranged)

2. Special interest Product Lounge – (4 to be organized) Focused on:

Diving, adventure, culture explorers and honey mooners To what segments?

Travel agents and tour operators whose target segment are families or couples passionate of the nature tourism based segments and culture tourism

Where the lounge should be organized?During the Diving, Resort & Travel Expo

3. Worldwide Ambassador Program A Filipino celebrity or a hongkonese closely related to the Philippines Focused on:

Nature based tourism, culture tourism and Sun & Beach To what segments?

Families, however the Ambassador should also do lobbying activities versus the tour operators and travel agents


Culture TourismNature based tourism

To what segments? Travel agents and tour operators whose target segment are families or couples

Organization and Details:Nature based tourism & Culture Tourism:

4 people per office and 5 offices = 20 peopleApril and June1 week duration



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Operational Marketing Actions for Hong Kong

Nature tourism and Culture tourism To what segments?

Families Where to diffuse the campaigns?

On-line marketing campaign fostering the country brandCreation of an android or iphone application matching the country’s branding for e-marketing campaigns.


Nature based tourism: 2 full pagesCulture Tourism: 2 full pages

To what segments? Families

Where?The ads shall be printed in specific media regarding the product or segment

Estimated Cost (USD)Project 1: 60.000 Project 2: 20.000Project 3: 0Project 4: 75.000Project 5: 70.000Project 6: 50.000

Operational Marketing Actions for Taiwan



Shopping, Leisure & EntertainmentMICENature based tourism (Diving)

To what segments?In terms of visitors and general public the segment targeted are the families, however in terms of professionals the target shall be tour operators or travel agents specialized in the above mentioned tourism products.

What fairs to attend?Taipei International Travel Fair– Taipei (to be arranged)

2. Special interest Product Lounge – (4 to be organized) Focused on:

Diving, Shopping, Leisure & Entertainment, golf and MICE To what segments?

Travel agents and tour operators whose target segment are passionate of the above mentioned activities Where the lounge should be organized?

Taipei International Travel Fair

3. Worldwide Ambassador Program A Filipino celebrity or a Taiwanese closely related to the Philippines Focused on:

Shopping, Leisure & Entertainment, Nature based tourism (Diving), MICE To what segments?

The Ambassador program should also do lobbying activities towards the tour operators and travel agents


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Operational Marketing Actions for Taiwan


Shopping, Leisure & EntertainmentMICE

To what segments? Travel agents and tour operators whose target segment are people interested in the above mentioned tourism products

Organization and Details:Shopping, Leisure & Entertainment

4 people per office and 5 offices = 20 peopleJuly1 week duration

MICE4 people per office and 5 offices = 20 peopleJuly1 week duration


Shopping, Leisure & Entertainment, MICE, Nature based tourism (Diving) To what segments?

Families Where to diffuse the campaign?


6. Advertising (to final consumers) - (Insertions in 2 different media) Focused on:

Shopping, Leisure & Entertainment: 2 full pagesNature based tourism: 2 full pages

To what segments? General public and families

Where? The ads shall be printed in specific media regarding the product or segment

7. Advertising (to professionals) - (Insertions in 2 different media) Focused on:

MICE To what segments?

Professionals of the MICE and general tourism sector Where?


Estimated Cost (USD)Project 1: 60.000 Project 2: 20.000Project 3: 0Project 4: 150.000Project 5: 70.000Project 6: 80.000Project 7: 72.000

Operational Marketing Actions for Germany



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1. Road Shows (4 road shows to be organized) Focused on:

Divers, Adventure, Culture Explorer and Beach Relaxation and Nature To what segments?

Families and generation X Where to go? (trade shows, or local destinations, where to organize) – If known not always:

Munich – Stuttgart – Frankfurt Berlin – Hanover – Hamburg

When?They should be organized between the months of February and April when people are still thinking about what to do during the summer holidays which should be the most interesting period to travel due to the long distance between Germany and the Philippines.

2. Product Lounge “Special Interest Segments” Focused on:

DiversAdventureCulture ExplorerBeach Relaxation and Nature

To what segments? To tour operators and travel agents focused on the abovementioned experiences as well as agents focused on Generation X and Families population segments

Where to organize the lounge?During the Road – Shows a lounge shall be organized in each city

3. Worldwide Ambassador Program A Filipino celebrity or a German closely related to the Philippines Focused on:


The Ambassador program should also do lobbying activities towards the tour operators and travel agents and in terms of visitors it should be focused in Families and Generation X



Journalists and opinion leaders in Germany especially those specialized in nature tourism or culture exploration. Where to go?


2 people per office and 4 offices = 8 peopleMarch9 days


Nature tourism and Culture tourism To what segments?

Families Where to diffuse the campaigns?


Estimated Cost (USD)


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Project 1: 80.000 Project 2: 40.000Project 3: 0Project 4: 150.000Project 5: 70.000

Operational Marketing Actions for United Kingdom (UK)


1. Road Shows (5 road shows to be organized) Focused on:

Adventure, Culture Explorer, Medical Tourism and Beach Relaxation To what segments?

Families and generation X Where to go? (trade shows, or local destinations, where to organize) – If known not always:

London – Manchester – LiverpoolEdinburgh – Glasgow

When?They should be organized between the months of February and April when people are still thinking about what to do during the summer holidays which should be the most interesting period to travel due to the long distance between the United Kingdom and the Philippines.

2. Product Lounge “Special Interest Segments” Focus on:

AdventureCulture ExplorerMedical TourismBeach Relaxation

To what segments? To tour operators and travel agents focused on the abovementioned experiences as well as agents focused on Generation X and Families population segments

Where to organize the lounge?During the Road – Shows a lounge shall be organized in each city

3. Worldwide Ambassador Program A Filipino celebrity or a British closely related to the Philippines Focused on:

Adventure, Culture Explorer, Medical Tourism, and Beach Relaxation To what segments?

The Ambassador program should also do lobbying activities towards the tour operators and travel agents and in terms of visitors it should be focused in Families and Generation X


Adventure, Culture Explorer, Medical Tourism and Beach Relaxation To what segments?

Journalists and opinion leaders in the United Kingdom especially those specialized in nature tourism or culture exploration.

Where to go? Destinations in the Philippines that enhance the referred tourism products

Organization and Details:2 people per office and 4 offices = 8 peopleMarch9 days

5. E-marketing campaigns


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Operational Marketing Actions for United Kingdom (UK)

Focused on:Nature tourism and Culture tourism

To what segments? Families

On-line marketing campaign fostering the country brand Creation of an android or iphone application matching the country’s branding for e-marketing

campaigns.

Estimated Cost (USD)Project 1: 100.000 Project 2: 50.000Project 3: 0Project 4: 150.000Project 5: 70.000

Operational Marketing Actions for Russia


1. Travel trade Shows Focused on nature, medical, shopping and leisure, honey mooner, educational and beach relaxation Addressed to Students and families Where to go? (trade shows, or local destinations, where to organize) – If known not always:

Luxury Leisure Moscow FairINWETEX Travel MarketEtc.

When? All year round

2. Product Lounge “Special Interest Segments” Focused on:

DiversRelaxation and natureHoneymoonersMedicalShopping and leisure

To what segments? Students and families

Where to go? (trade shows, or local destinations, where to organize) – If known not always:During the Luxury Leisure Moscow Fair and INWETEX Travel Market, among others


NatureMedicalShopping & EntertainmentSun & BeachEducational

To what segments? TO of the tourism sector targeting students and families

4. Worldwide Ambassador Program A Filipino celebrity or a Russian closely related to the Philippines Aimed at branding the destination and commercialising Filipino products in Russia

5. Press – trips/ Publicity – 2 trips to be organized per year


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Operational Marketing Actions for Russia

Focusing on Sun & Beach, Shopping and leisure and medical tourism To what segments?

Journalists and opinion leaders in Russia Where to go?


2 people per office and 4 offices = 8 peopleFebruary, May and November1 week duration

6. Advertising (to professionals) - (Insertions in 2 different media) Focusing on sun& beach, shopping and leisure, medical tourism and nature Addressed to TO and professionals from the tourism sector The ads shall be printed in specific media regarding the product or segment

Estimated Cost (USD)Project 1: 60.000 Project 2: 40.000Project 3: 150.0000Project 4: 2.000Project 5: 70.000Project 6: 72.000


Developing Competitive Tourist Destinations

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