ANNEX 4

National Ecotourism Strategy

Preliminary Draft

December 2001

TABLE OF CONTENTS

1 INTRODUCTION 6

1.1 STATUS OF THIS REPORT 61.2 CONTEXT AND BACKGROUND TO THE NATIONAL ECOTOURISM

STRATEGY 61.3 DEFINITION OF ECOTOURISM 81.4 IMPERATIVES FOR URGENT ACTION 91.5 OBJECTIVES OF THE NATIONAL ECOTOURISM STRATEGY 101.6 THE PLANNING PROCESS TO DATE 101.7 FUTURE PLANNING STEPS 12

2 SITUATION ANALYSIS 13

2.1 POLICY CONTEXT 132.2 AGENTS OF DEVELOPMENT 152.3 NATURAL RESOURCE BASE 222.4 CULTURAL RESOURCE BASE 362.5 MARKET ANALYSIS 412.6 TOURISM MARKETING 532.7 TRANSPORT ISSUES 582.8 ACCOMMODATION ISSUES 612.9 SUPPORT SERVICES 632.10 IMPACTS 652.11 HUMAN RESOURCE DEVELOPMENT 68

3 STRATEGIC FRAMEWORK 72

3.1 PUTTING THE PIECES TOGETHER 723.2 PRELIMINARY STRATEGIC FRAMEWORK 72

4 KEY ECOTOURISM SITES 77

4.1 THE KEY SITE IDEA 774.2 KEY SITE SELECTION PROCESS 774.3 KEY ECOTOURISM SITES AND BANNER SITES 794.4 EMERGING AND POTENTIAL KEY ECOTOURISM SITES 804.5 LINKING KEY ECOTOURISM SITES 81

5 ECOTOURISM MARKETING AND DEVELOPMENT PROGRAMS 82

5.1 COORDINATING AND FOCUSSING GOVERNMENT EFFORTS 825.2 ACTION PLAN TO ESTABLISH AN ECOTOURISM MARKETING

PROGRAM 835.3 ACTION PLAN TO ESTABLISH AN ECOTOURISM IN PROTECTED

AREAS PROGRAM 896 STANDARDS AND ACCREDITATION 90

6.1 IMPERATIVES FOR INDUSTRY STANDARDS 90

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6.2 ACCREDITATION IN ECOTOURISM 916.3 BENEFITS OF A JOINT APPROACH 916.4 ACTION PLAN FOR ESTABLISHING A PROGRAM ON STANDARDS AND

ACCREDITATION 927 ECOTOURISM DEVELOPMENT FUND 93

7.1 OBJECTIVES OF THE FUND 937.2 ADMINISTRATIVE ARRANGEMENTS 937.3 ACTION PLAN FOR ESTABLISHING THE FUND 94

8 PHILIPPINES ECOTOURISM NETWORK 95

8.1 NETWORK OBJECTIVES 958.2 EVOLUTION OF THE ETWG 958.3 A CHANNEL FOR TECHNICAL SUPPORT 968.4 ACTION PLAN FOR ESTABLISHING THE PHILIPPINES ECOTOURISM

NETWORK 979 STAKEHOLDER COMMITMENTS 98

APPENDICES 99

APPENDIX 1: ECOTOURISM RESOURCES AND RESOURCE MANAGEMENT ISSUES 99

APPENDIX 2: KEY SITES AND KEY SITE DEVELOPMENT ISSUES 99APPENDIX 3: KEY SITE ACTION PLANS 99

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ACRONYMS AND ABBREVIATIONS USED IN THE REPORT

ADB Asian Development BankASEAN Association of Southeast Asian NationsASA Air Services AgreementASSET Accessing Support Services and Entrepreneurial TechnologyBCOD Bureau of Cooperatives DevelopmentBIMP-EAGA Brunei Indonesia Malaysia Philippines - East Asian Growth AreaCBCRM Community-Based Coastal Resource ManagementCBBE Community and Barangay Business EnterpriseCBST Community Based Sustainable TourismCD Community DevelopmentCDA Cooperatives Development AuthorityCI Conservation InternationalCIDA Canadian International Development AgencyCITIES Convention on the International Trade in Endangered Species of

Wild Flora and FaunaCO Community OrganizationCPPAP Conservation of Priority Protected Areas ProjectCRMP Coastal Resource Management Plan / ProjectDENR Department of Environment and Natural ResourcesDILG Department of Interior and Local GovernmentDOST Department of Science and TechnologyDOT Department of TourismDTI Department of Trade and IndustryECC Environmental Compliance CertificateEIA Environmental Impact AssessmentEO Executive OrderETWG Ecotourism Technical Working GroupFASPO Foreign-Assisted Projects OfficeFIT Free and Independent TravelerGAST Green Alliance for Sustainable TourismGEF Global Environment FacilityGIS Geographic Information SystemGNP Gross National ProductGOP Government of the PhilippinesGPS Global Positioning Systemha hectareHRAP Hotel & Restaurant Association of the Philippines HTIP Hotel Tourism Institute of the Philippines IPAF Integrated Protected Area FundKKP Kaban Kalikasan ng Pilipinas LGSP Local Government Support ProgramLGU Local Government UnitMOA Memorandum of AgreementMR Marine ReserveMTPDP Medium Term Philippine Development Plan NAIA Ninoy Aquino International Airport

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NEDA National Economic and Development AuthorityNEDC National Ecotourism Development CouncilNES National Ecotourism StrategyNESC National Ecotourism Steering CommitteeNGA National Government AgencyNGO Non Governmental OrganizationNIPA NGOs for Integrated Protected AreasNIPAS National Integrated Protected Area SystemNPFP National Physical Framework PlanNTO National Tourism OrganizationOBST Olango Birds and Seascape Tour P Philippine PesoPA Protected AreaPALF Philippine Airlines FoundationPAMB Protected Area Management BoardPAWB Protected Areas and Wildlife BureauPCVC Philippines Convention and Visitor Center PD Presidential DecreePHILTOA Philippine Tour Operators AssociationPRRM Philippine Rural Reconstruction MovementPSWO Provincial Social Welfare OfficerPTA Philippine Tourism AuthorityPTO Provincial Tourism OfficerRA Republic ActREC Regional Ecotourism CommitteeSNS Save Nature SocietyTA Technical AssistanceTESDA Technical Education Skills Development AuthorityTIBFI Tourism Industry Board Foundation, Inc. TMP Tourism Master Plan TOR Terms of ReferenceUNDP United Nations Development ProgramUNEP United Nations Environment ProgramUN/FAO United Nations Food and Agriculture OrganizationUP University of the PhilippinesUSAID United States Agency for International DevelopmentVFR Visiting Friends and RelativesWTTC World Travel and Tourism CouncilWTO World Tourism OrganizationWWF World Wide Fund for Nature (World Wildlife Fund)

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1 INTRODUCTION

1.1 STATUS OF THIS REPORT

This document is a Preliminary Draft of a National Ecotourism Strategy (NES) for the Philippines. A National Ecotourism Strategy was called for in Executive Order 111 (EO 111) issued in 1999. Various bodies established under EO 111 are undertaking the task of preparing the NES. Leading the process is the National Ecotourism Steering Committee (NESC). Supporting the process are 15 Regional Ecotourism Committees (RECs) and the Ecotourism Technical Working Group (ETWG).

While the planning process is still in progress, this Preliminary Draft of the NES has been prepared in order to elicit feed-back from a wide range of stakeholder groups involved in ecotourism. This is an opportunity for NES planners to set out their preliminary conclusions and to circulate these widely so that all ecotourism stakeholders have an opportunity to critique them and suggest new directions where necessary. The RECs will coordinate the responses from stakeholders, region by region. The planning process is still at a preliminary stage. There is ample scope for additions, even major revisions.

The Preliminary Draft is arranged in the format proposed for the final NES. The following chapter presents a Situation Analysis, tracing recent events in component parts of ecotourism. An Overall Strategic Framework is then presented, which explains all the proposed major strategic directions in one integrated chapter. Six further chapters take each of the major strategic directions in turn and give details of what is proposed. At this early stage, the last six chapters are only in outline form. Eventually they will include detailed action plans for implementation.

The final NES will be the guiding document of the bodies formed under EO 111. It may also serve as a guide to other government agencies, to NGOs and to organizations and individuals in the private sector. Hence, the language is straightforward. Where jargon is used, it is the jargon of "ecotourism". The goal is to transcend the boundaries between disciplines and to encourage participation by a wide variety of stakeholders.

1.2 CONTEXT AND BACKGROUND TO THE NATIONAL ECOTOURISM STRATEGY

In 1991, the Department of Tourism in collaboration with the United Nations Development Programme (UNDP) prepared the Philippines Tourism Master Plan (TMP). Among the tourism objectives established by the TMP is one aimed at positioning the country as a world-class tourism destination under the

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guiding principle of sustainable tourism development. In 1992, a National Tourism Congress took up this theme and at that Congress the concept of “ecotourism” was introduced into the Philippines. Then, between 1994 and 1998, a series of regional ecotourism seminars discussed the concept. This work culminated in 1998 in a Technical Workshop on Sustainable Tourism, during which the elements of a sustainable development framework were identified and key issues defined.

On June 17, 1999, Executive Order 111 was issued. This established a formal organizational structure for the development of ecotourism in the Philippines. EO 111 created a National Ecotourism Development Council (NEDC), composed of the Secretaries of Tourism, Environment and Natural Resources, Interior and Local Government, Trade and Industry, Finance, Education, Culture and Sports, and the Secretary-General of the National Economic and Development Authority and representatives from the private sector and non-governmental groups. Underneath the NEDC, a National Ecotourism Steering Committee (NESC) and 15 Regional Ecotourism Committees (RECs) were established to implement the programs and activities approved by the Council. EO 111 also called for an Ecotourism Technical Working Group (ETWG) to provide technical and administrative support to the NEDC and the NESC. All of these bodies now exist and are active. They are referred to collectively in the Preliminary Draft NES as “the EO 111 bodies”.

The first function assigned to the NESC in EO 111, and the one that provides the essential rationale for the NES planning work currently under way, is:

Formulate and develop a national ecotourism strategy and program for the promotion and development of ecotourism in the country.

EO 111 further stipulates that:

The National Ecotourism Strategy shall be prepared by the Council to provide an integrated management plan, which shall warrant a comprehensive direction for the future of ecotourism in the country by recognizing issues and problems for its sustainable development and recommend feasible approaches in addressing these issues. The Strategy shall be formulated in consultation with concerned stakeholders in the environment and tourism sectors including indigenous peoples and local communities to be effected by ecotourism development.

And further:

To complement and support the aforementioned Strategy, a National Ecotourism Program shall be developed. The program shall encompass the major aspects of ecotourism, which are 1) development, management and protection of identified ecotourism sites; 2) product enhancement and development; 3) environmental education and information campaign; 4) support programs for community stewardship and livelihood development.

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1.3 DEFINITION OF ECOTOURISM

In October 1999, the First National Ecotourism Congress was held in Tagbilaran City, Bohol. Organized by the DOT, DENR, DILG and supported by UNDP, this Congress generated a number of outputs: a comprehensive definition of ecotourism, a vision and mission statements, and a set of goals to guide us of ecotourism in the Philippines.

Ecotourism Policy Statement in the sustained integrated development

The state shall develop and promote ecotourism as a tool for sustainable development to support the development, management, protection and conservation of the country’s environment, natural resources and cultural heritage. The State shall establish an integrating system to focus greater efforts to sustain the viability of ecotourism development in the country.

Ecotourism Definition

A form of sustainable tourism within a natural and cultural heritage area where community participation, protection and management of natural resources, culture and indigenous knowledge and practices, environmental education and ethics, as well as economic benefits are fostered and pursued for the enrichment of host communities and satisfaction of visitors.

Ecotourism Vision

Ecotourism envisions a globally competitive but distinct Philippine tourism characterized by a balanced ecosystem and a well-preserved culture and indigenous knowledge systems and practices which are nurtured by committed, empowered, responsive and gender-sensitive stakeholders for the benefit of present and future generations.

Ecotourism Mission

To position the Philippines as a globally competitive ecotourism destination anchored on sustainable development where the use, development and protection of the country’s natural resources and environment as well as the preservation and management of cultural heritage are given priority consideration for the benefit of present and future generations.

To this end, initiatives shall be pursued to strengthen local leadership, institutionalize community participation, facilitate domestic and foreign investments, promote environmental education and ethics, instill nationalism and harness local entrepreneurship and multi- stakeholder

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partnership, towards the upliftment of the quality of life of host communities and the enrichment of visitor experience.

Ecotourism Goals

Develop globally competitive ecotourism products.

Develop responsible ecotourism market

Optimize community benefits and enhance the quality of visitor experience from ecotourism.

The United Nations has declared 2002 as the International Year of Ecotourism following a recommendation by the Philippines. In support of this declaration, many countries throughout the world are currently preparing their national plans on ecotourism. Various international and regional conferences have also been organized to discuss and share experiences on developing ecotourism and community-based tourism.

In the Philippines, the 1999 Bohol Congress has clearly defined the concept of ecotourism in relation to the needs and aspirations of the Philippines which is, thus, custom-designed to the Philippines context. The Bohol Congress output has, therefore, laid the foundations for the NES.

1.4 IMPERATIVES FOR URGENT ACTION

The introductory paragraphs of EO 111 provide the fundamental rationale for proposing a system for promoting and developing ecotourism in the Philippines:

.. it is the policy of the State to develop and promote sustainable tourism while enjoining the participation of the Filipino people in enhancing the growth and competitiveness of the Philippine economy;

.. it is the policy of the state to ensure the sustainable use, development, management, protection and conservation of the country’s environment and natural resources and cultural heritage for the enjoyment of the present and future generations;

.. the development and promotion of ecotourism in the Philippines are viable and sustainable activities that will promote the protect of our environment while contributing at the same time to the growth of the economy;

.. there is a need to establish an integrated system that shall warrant and focus government effort to sustain the viability of ecotourism development in the country…..

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As a refinement to this rationale, the NESC is suggesting specific and urgent national priorities that can be addressed by the NES, to wit:

diversify the Philippines’ tourism product mix, especially in light of current downturn in tourist arrivals.

spread the benefits of tourism to rural areas, not only for the provision of employment generation and poverty alleviation but also for the sustainability of the tourism industry.

ensure the long-term sustainability of conservation management systems by providing an economic rationale for conservation management of natural and cultural sites.

promote wholesome styles of recreation in outdoor environments and to provide for conservation awareness programs and education outside the classroom.

minimize, if not totally eliminate, practices that degrade the natural and cultural resources by creating models that will demonstrate ways for local communities to engage in non-exploitative and unsustainable manner of utilizing/ exploiting the resources.

1.5 OBJECTIVES OF THE NATIONAL ECOTOURISM STRATEGY

In light of the foregoing, the following objectives are proposed for the NES:

1. To fulfil the requirements of EO 111 for an integrated, management-oriented document that proposes feasible approaches to the promotion and development of ecotourism, through a process that recognizes current issues and that includes consultation with concerned stakeholders from the environment and tourism sectors.

2. To adhere to the Bohol Congress definition and approach by considering ecotourism as an important tool for sustainable development, management, protection and conservation of the country’s environment, natural resources and cultural heritage.

3. To relate the NES to urgent economic, social, environmental, educational and resource management imperatives of Government and, thus, heighten the sense of urgency for the implementation of programs and projects.

1.6 THE PLANNING PROCESS TO DATE

After issuing Executive Order 111, the Government made its commitment to ecotourism clear by taking positive steps to establishing the EO 111 bodies. The NESC, ETWG and RECs now meet regularly and are active. A proposal

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was submitted to the New Zealand Government for the technical assistance in the formulation of the NES. The New Zealand Official Development Assistance (NZODA) approved the Philippine Government proposal, thus, a technical assistance is now provided to work alongside with the NESC and ETWG preparing the NES.

The ETWG is now been housed in its own office within the DOT premises. Comprising the Group are technical officials from DENR, DOT, DILG and NEDA. The ETWG began its work with a series of team building workshops with the NZODA to build a common understanding for the formulation of the NES. With NZODA support, it conducted an extensive round of regional ecotourism stakeholder consultation workshops as shown in Table 1 - 1. These regional workshops were designed to allow key stakeholders the opportunity to influence the NES from the outset. They were also opportunities for information gathering and for the members of the ETWG to become familiar with ecotourism in the regions. Based on the workshops and site visits, members of the ETWG then drafted the Situation Analysis (as discussed in Section 2 of this report) for the NES.

Table1-1: Regional Ecotourism Stakeholder Consultation Workshops in 2001

CAR, 2 August, Baguio City

Reg I, 18 August, San Fernando City

Reg II, 20 June, Tuguegarao City

Reg III, 23 August, Angeles City

Reg IV A, 19 September, Tagaytay City

Reg IV B, 23 August, Puerto Princesa

Reg V, 20 June, Legaspi City

Reg VI, 21 June, Iloilo City

Reg VII, 20 June, Tabilaran City

Reg VIII, 29 June, Tacloban City

Reg IX, 5 September, Zamboanga City

Reg X, 26 April, Cagayan de Oro

Reg XI, 2 May, Davao City

Reg XII, 13 September, Cotabato City

CARAGA, 26 April, Cagayan de Oro

The regional workshops generally endorsed the Bohol Congress definition of "ecotourism" as the starting point for the NES and produced the beginnings of a shared vision on how to develop styles of tourism that conform to the ideals implied by that definition. The ETWG compiled the outputs of the regional workshops into a matrix and then invited all the EO 111 bodies to attend a National Ecotourism Planning Workshop to discuss and relate the composite results.

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Held at Clark Airbase on 27 and 28 November 2001, and attended by 85 members of EO 111 bodies from throughout the Philippines, the objectives of the National Ecotourism Planning Workshop were:

To discuss elements of the proposed National Ecotourism Strategy based on the issues and concerns identified by the stakeholders in the regional ecotourism stakeholder consultation workshops;

To identify / select Key Ecotourism Sites based on the list of ecotourism areas from the regional workshops and subsequent deliberations by the RECs; and

To develop an action plan for aspects of the proposed National Ecotourism Strategy.

The key results of the National Ecotourism Planning Workshop are contained in this Preliminary Draft of the NES. They are presented now in order to elicit reactions and generates further ideas from a wider stakeholder audience.

1.7 FUTURE PLANNING STEPS

The RECs will lead the next stage of planning during which the focus will be on assessing reactions to the Preliminary Draft on a regional basis. The RECs in each region are composed of the Regional Director of DOT, Regional Executive Director of DENR, Regional Technical Director for Environmental Management and Protected Area Sector of DENR, NEDA- PCSD, a private sector representative and a representative from the concerned local government unit. The individual RECs will undertake whatever activities they feel appropriate to elicit reactions and ideas for the NES from the widest possible range of stakeholder groups.

In early February 2002, the NESC will call for the submissions of feedback on the Preliminary Draft from the RECs. These will then be compiled and the results incorporated in the Final Draft of the NES, which is due in May 2002. The NESC is currently discussing the holding of a Second National Ecotourism Congress to be held sometime in 2002 to launch the NES.

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2 SITUATION ANALYSIS

2.1 POLICY CONTEXT

2.1.1 Tourism and Economic Growth

Tourism in the Philippines accounts for 8.7 percent of Gross Domestic Product and generates approximately five million jobs. Recently, tourism has achieved a higher level of priority within the Philippine economic policy. President Gloria Macapagal-Arroyo has elevated tourism to a senior cabinet post. The Medium Term Philippine Development Plan (MTPDP) 2001 – 2004 now features a separate chapter on tourism and its contribution to the economy. It is seen as a means to achieve national objectives centered on poverty alleviation, employment generation and infrastructure strengthening.

The separate chapter on tourism in the MTPDP is attributed to the formulation of the Philippine Tourism Master Plan (TMP) in 1991 and the President pronouncement to identifying tourism as one of the pillars of the country’s economic recovery. The main goals of TMP are to:

Optimize the contribution of tourism to economic growth at a national and regional level

Enhance and contribute to social cohesion and cultural preservation at a local level

Develop tourism on an environmentally sustainable basis

Develop a diversity of destinations, attractions and markets to minimize exposure to major internal and external threats to tourism industry.

A 1999 assessment of TMP’s implementation revealed that major policy shifts were evident in the areas of transportation and infrastructure while those of human resources, marketing and other areas had yet to be fully achieved.

In the transportation sector, Executive Order No. 219 liberalized the international and domestic aviation policy. This policy opened market access to new players on domestic routes, thus, improving the accessibility of major tourism destinations at competitive prices with better quality service. Airports were upgraded and new gateways were opened in Luzon (Laoag, Subic and Clark), Visayas (Mactan-Cebu) and Mindanao (Davao, Zamboanga and General Santos). Water transport was expanded with the issuance of Executive Order No. 185, which opened the domestic water transport industry to new operators and investors.

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Recognizing the importance of the environment to the tourism industry, the TMP also espoused a set of principles to aid tourism planning and development at the national, regional and local levels. These principles include:

Environmental sustainability which ensures that the present use of the environment and its resources are maintained at a level that does not prejudice the ability of future generations to similarly use these resources and meet their own needs

Ecosystem linkages that serve as a basis for the establishment by legislation or a joint management procedure for both terrestrial and adjacent coastal tourism areas

Ecological interactions or the recognition of the intrinsic connection between sustainable use of living resources and protecting ecological processes

Multiple uses which allow the maximum variety of uses consistent with conservation and acknowledging nature-based limitations in the pursuit of development

Effective integration of environmental and socio-economic consideration into the decision-making process ("sound ecology is good economics").

The TMP, therefore, advocates and adheres to the concept of sustainable development through the implementation of appropriate policies and strategies to protect areas with high environmental and cultural sensitivity while at the same time providing livelihood to local community and enhancing the quality of visitor experience.

2.1.2 Ecotourism Policy

Anchored on the TMP and Philippine Agenda (PA) 21, a sustainable tourism development framework was prepared by the DOT in 1998, providing for ecotourism as one of the tourism activities that can sustainably manage natural and cultural resources while providing employment opportunities for local communities. At that time, collaborations between the DOT and other agencies such as the Protected Areas and Wildlife Bureau (PAWB) of the DENR, the National Commission for Culture and the Arts and the National Museum were also beginning with the aim of fostering ecotourism.

Building on these initiatives, Executive Order No. 111 issued in 1998 provided the basis for a formal partnership between DOT and DENR and other agencies to fully develop and promote ecotourism. EO 111 also established an institutional framework and mechanism for the integrated development of ecotourism.

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The objectives of EO 111 were furthered by the National Ecotourism Congress in Bohol in 1999 that adopted a national policy and definition of ecotourism (See Chapter 1).

2.1.3 Protected Areas Policy

In 1992, Republic Act No. 7586 was passed providing for the establishment and management of a National Integrated Protected Area System (NIPAS). The NIPAS law also provides for the establishment of buffer zones and other multiple use zones including ecotourism. Consequently, the zoning of protected areas has taken recognition of the role of tourism in its protection, development and management. Tourism activities, particularly ecotourism are permitted in “recreational zones” to provide benefits to local residents as well as enable visitors to appreciate the beauty of nature. Along these lines, the DOT and PAWB have teamed up to develop a meaningful policy.

To ensure that environmental management plans are carried out, the NIPAS law mandates the establishment of a Protected Area Management Board (PAMB) to plan and administer the protected area, approve any proposal or work plan to be implemented, delineate and demarcate protected area boundaries and promulgate rules and regulations for the conservation, protection and management of the area.

2.2 AGENTS OF DEVELOPMENT

2.2.1 Motivations Involved

In the development and promotion of ecotourism in the Philippines, there is a wide range of individuals and organizations involved in the preparation of plans, product development, implementation and marketing. Their involvement is motivated by different interests, ranging from the need to conserve natural resources, develop local communities, alleviate poverty to providing an economic rationale for utilizing protected areas.

2.2.2 Organizations Involved

National Government

The DOT, pursuant to Executive Order No. 120, is mandated to ensure that tourism’s economic benefits are dispersed to a wider segment of the population. The DENR, on the other hand, is mandated by Executive Order No. 192 to conserve, manage and develop the Philippines’ environment and natural resources including its territorial waters and lands of public domain. A

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key responsibility of the DENR is to manage protected and natural areas to ensure that future generations can enjoy and reap benefits from the resources.

In addition, there are other national Government agencies whose support is essential to ecotourism, namely:

Department of Education Culture and Sports – with potential to influence values and raise awareness of the need to protect the environment, preserve cultural heritage and foster social cohesion and national unity among the Filipinos.

Department of Interior and Local Government – with potential to ensure the cooperation and support of local government units in national ecotourism programs, providing a conducive climate for building partnership among business and civil society to manage and develop ecotourism sites.

Department of Finance – with potential to develop an incentive program for ecotourism taking stock of the local communities need for financial assistance and private sector need for conducive investment climate.

Department of Trade and Industry – with potential to continually foster the development of indigenous products and resources that can be promoted and marketed internationally.

National Economic and Development Authority – with potential to provide the policy and enabling climate for ecotourism to develop in consonance with the Philippine Agenda 21 and various international and regional declarations and agreements wherein the Philippines is a signatory.

While government provides the policy towards developing ecotourism, there are also other agents or organizations that have already begun the groundwork way ahead of the government. These organizations have collaborated with each other and secured support from international sources to implement various ecotourism programs. Table 2-1 shows the different institutions involved in ecotourism.

Table 2-1: Agents for Developing Ecotourism Products

Ecotourism Products Organizations InvolvedOutdoor recreation Private SectorEco-Walk DENR, NGO, Media, local foundationTrekking DENR, LGU, DOT, PTA, LGU, SBMA, local

foundation, tourism councils, local communityRiver rafting/ kayaking Guide associationCaving DENR, LGU, National MuseumDiving Private sector, DND, PCSD, DENR, NGOs, LGUsBird Watching Local foundationCultural LGU, Tourism Councils

Source: DOT Regional Offices

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Non-Governmental Organizations

While the government is currently leading the promotion of ecotourism, there were a number of non-governmental organizations that started developing ecotourism projects as early as 1980 when the term “ecotourism” first became a buzzword among conservation groups. The key NGOs involved in the development of ecotourism include:

Philippine Rural Reconstruction Movement (PRRM). Under its "EcoDev Tour" program, the PRRM has developed nature tours in Ifugao, Marinduque Island and Camiguin.

World Wildlife Fund (WWF) Philippines (Kabang Kalikasan ng Pilipinas - KKP) is an environmental organization committed to reverse the accelerating degradation of the environment. The KKP is actively involved with ecotourism programs in Tubbataha Reef, Donsol, Pamilacan and the Turtle Islands.

Conservation International (CI) is a field-based organization that helps in the protection of ecosystems and improving the quality of life of local communities. CI has recently been involved with ecotourism in the Northern Sierra Madre and Northern Palawan.

Voluntary Services Overseas (VSO) Philippines provides long term practical assistance to both government and NGOs working on issues that face the urban and rural people throughout the country. The key areas that VSO are working include: community-based resource management, enterprise development as well as education and communication.

Accessing Support Services and Entrepreneurial Technology (ASSET) provides assistance to various organizations to build their capacity as agents of social change and managers of people-driven development. ASSET is a founding member of the Philippine Community-based Sustainable Tourism (CBST) Association and is implementing projects in Bohol, Palawan, Cebu, Davao, Camiguin, Ifugao, El Nido, Marinduque and Bataan. Tour packages have been designed by ASSET including canoeing, riding, river cruising, museum tours and trekking.

Haribon Foundation works for biodiversity conservation and sustainable resource management. Its mission includes the promotion of community-based management strategies, conduct of scientific and socio-economic researches, and advocacy and policy development for biodiversity conservation. Areas where Haribon has undertaken programs include Mt. Isarog (Camarines Sur), Masinloc (Zambales), Bolinao (Pangasinan) and Getafe (Bohol).

El Nido Foundation is a social development organization that seeks to improve the quality of life in El Nido while at the same time preserving the area’s natural integrity through community-based efforts and partnerships in conservation and sustainable utilization of the community’s resources. Key programs include rehabilitation of watershed in Bebeladan, waste management, micro financing and improvement of basic social services.

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Government Corporations

The Philippine Tourism Authority (PTA) is an attached agency of DOT as its implementing arm for physical development. The PTA has set aside a special fund for environmental projects related to ecotourism. Examples include the conservation of Chocolate Hills and endangered tarsiers in Bohol, the propagation of giant clams and rehabilitation of coral reefs in the Hundred Island National Park in Pangasinan.

The PTA is implementing an environmental infrastructure project in Boracay Island that will provide potable water supply, sanitation and a sewerage disposal system.

Private Sector

Compared with other ASEAN countries, the Philippines is lagging behind its neighbors in private sector ecotourism development and promotion. There are relatively few specialized ecotourism operators in the Philippines such as the El Nido Resorts (now owned by the Asian Conservation Corporation), dive operators and a handful of adventure operators.

Local Government Units (LGUs)

In the history of Philippine governance, several legislative and executive measures were undertaken granting local government units (LGUs) self-governance, decentralization and local autonomy to enable them to attain their fullest development as self-reliant communities and make them more effective partners in the attainment of national goals.

In accordance with the Local Government Code of 1991 (Republic Act No. 7160) a number of LGUs have tied up with DOT, DENR, NGOs, Foundations and the private sector to undertake community-based sustainable tourism projects. In addition, some LGUs have collaborated with media and outdoors clubs to promote greater consciousness to protect the environment and cultural heritage.

Several LGUs have won citations and awards from national and international bodies for their efforts to promote environmental protection, conservation and management. The Baguio City’s Eco-Walk program was undertaken by the LGU in close cooperation with the media, DENR, NGO and local organizations. The Eco-Walk includes educational tours, hiking, trekking and tree planting to instill participants with a sense of commitment to protect the environment. Palawan has been cited by various organizations as an ideal site for ecotourism due to the LGUs active role protecting the environment through advocacy and dialogues with communities and concerned stakeholders. LGU initiatives in Bohol have helped make it an ideal site for ecotourism. The successful dolphin and whale-watching tour in Bais, which has contributed

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supplemental livelihood to fishermen and local communities, was spearheaded by the LGU in tandem with NGOs.

International Organizations and Bilateral Arrangements

Not only government and private sector are involved in ecotourism in the Philippines. International agencies have launched various programs to promote ecotourism as a means to save depleting and degrading natural resources.

Examples include Olango Island where USAID has extended financial and technical support to DENR’s Coastal Resources Management Program (CRMP) to develop ecotourism. The World Bank’s Global Environment Facility has allocated US$9 million to fund alternative livelihood in priority ten protected areas under the Conservation of Priority Protected Area Project (CPPAP) of the DENR. The NGOs for Integrated Protected Areas (NIPA) which is managing CPPAP has signed a memorandum of agreement with DOT.

Other Governments

The Spanish Government has provided assistance to the PRRM to implement an ecotourism program in Camiguin Island in Northern Mindanao. The venture includes an island tour and homestay program managed by the community themselves. The NZODA program is providing technical assistance during the formulation and implementation of the National Ecotourism Strategy.

Outdoor Associations

Educational and outdoor recreational groups have actively supported ecotourism with a view to building greater awareness and commitment to environmental protection. Special interest activities such as bird, dolphin and whale-watching have developed a niche market for local travelers who also help disseminate information to preserve endangered species.

Outdoor recreational programs such as whitewater rafting, mountain climbing and cave exploration have gained wide popularity among domestic travelers, especially students and young professionals. These programs are undertaken in cooperation with outdoor recreational organizations such as mountaineering clubs, cave and rafting associations that can provide training. Popular ecotourism programs supported by outdoor clubs include caving, river trailing, rafting and kayaking in Callao Caves (Tuguegarao), Alayan Caves (Nueva Viscaya) and trekking Mt. Pinatubo (Tarlac).

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2.2.3 Issues and Concerns

Despite some success, there are still quite a number of constraints that inhibit organizations involved to further promote ecotourism. These include:

Planning

Little or no effort is taken to encourage greater private sector participation in the management of protected areas in partnership and/or cooperation with local communities

The abilities of local communities are over estimated. Local ownership and participation are certainly desirable and necessary, but they exhibit a limited degree of professionalism

Conflicting and divergent roles of government, private sector and non-governmental organizations sometimes cause confusion among local communities.

Implementation/ Operation

Entry fees to conservation areas are hardly enough to support operational expenses and expansion programs that could enhance the quality of experience and attract more visitors

Earnings from concessions and gate receipts are sometimes deposited with central authorities and thus are no longer available to finance local nature conservation or improvement of facilities

Local populations lack the necessary know-how, experience and financial resources

Local labor forces cannot take on qualified jobs because of the low level of training and education

Tourism potential is over estimated because of lack of realistic feasibility or market studies

Marketing

Private sector and other relevant organizations are ignored instead of being included for their professionalism and understanding of markets

Linkage with the tourism industry, particularly tour operators, wholesalers and marketing agents needs strengthening.

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2.2.4 Institutional Framework

To address the concerns of the different organizations, the DOT and DENR have worked together to evolve the partnership needed to jump-start ecotourism awareness and cooperation.

In EO 111, the representation of the private sector and non-governmental organizations (NGOs) was pursued at the NEDC, NESC and RECs. The selection of representatives from the private sector and NGOs is undertaken with criteria that emphasize commitment to sustainable tourism development initiatives. Recognizing the vital roles of indigenous peoples and academics in planning, managing, monitoring and advocating for ecotourism, representation on the NEDC and NESC has been assured with one slot each.

EO 111 institutionalizes partnerships amongst the three important stakeholders in sustainable development, namely government, business and civil society (including academics, NGOs and IPs). The government has therefore played a crucial role in formulating an ecotourism strategy for the Philippines.

2.2.5 Implications for Ecotourism

Recognizing that the policy environment has been established and a wide range of individuals and organizations are now associated with ecotourism at the national and local level, the EO 111 bodies should serve as the catalyst to bring together agents of development to collaborate, cooperate and share experiences towards sustaining the development and management of ecotourism in the Philippines. The following are some interventions that could further enhance these partnerships:

Harmonize existing programs and projects at the local levels building on the Bohol Congress’ definition of ecotourism

Institutionalize Executive Order No. 111 through national legislation

Provide financing and technical assistance to small ecotourism enterprises

Develop standards and accreditation programs for a variety of ecotourism products to ensure a consistent quality of visitor experience

Establish a network of ecotourism practitioners through the formation of a Philippine Ecotourism Network

Provide technical and financial assistance to small scale ecotourism enterprises by linking them with a network of practitioners and financing institutions

Create a permanent unit within the DOT and DENR to handle the coordination of ecotourism activities, dissemination of information and sharing of experiences among individuals and organizations involved in ecotourism

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Establish regional Ecotourism Technical Working Groups to assist the RECs carry out their mandate in EO 111

Provide policy support through national and local incentives, as well as financing and matching grants for ecotourism projects

Integrate ecotourism in overall policies and programs at the local level, particularly in disseminating information, enhancing awareness and education.

2.3 NATURAL RESOURCE BASE

2.3.1 Natural Resources for Ecotourism

With just over 7,000 islands, the Philippines or "Pearl of the Orient Seas" is the world’s second largest archipelago after Indonesia’s 17,000 islands. Along with Borneo and Papua New Guinea, the Philippines forms the Coral Triangle, the most diverse marine habitat of the tropics. The beautiful reefs of the Sulu and Sulawesi seas are home to about 580 of the world’s 793 species of reef-building corals, compared to just 50 in the Caribbean and over 300 in the Great Barrier Reef. It is also the habitat for 1,200 varieties of reef fish, including the plankton-feeding whale shark, the world’s largest fish.

The natural resource base for ecotourism also encompasses wetlands, volcanoes, rugged cliffs, craggy seascapes, and serene lakes surrounded by woodlands harboring a rich variety of plants and animals. In the forest, fields and mountains about 500 species of birds have been recorded, of which 172 species are found only in these islands. The Philippines ranks fifth in the world and second in Asia, next to Indonesia, in terms of its number of endemic animals. Among plant rich countries in the world, the Philippines ranks 25th in the world and eighth in Asia. According to Conservation International, the Philippines is both a mega-diversity country and one of the world’s highest priority hotspots for the conservation of nature.

This section provides a summary of selected natural attractions for ecotourism in the Philippines which include World Heritage Sites ASEAN Heritage Sites, a Biosphere Reserve, a Transboundary Park and other protected areas. Based on the Key Sites identified during the preparation of the National Ecotourism Strategy, these attractions were discussed during extensive regional consultations and finalized at the National Planning Workshop in November 2001.

2.3.2 Summary of Forest, Mountain and Volcano Attractions

With its rich diversity of forest types and situated on the Pacific “Rim of Fire”, the Philippines has some of the most intense forest, mountain and volcanic attractions in the world.

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Mt. Apo Natural Park

At 2,954m Mt. Apo Natural Park in eastern Mindanao is the highest mountain in the Philippines with a total area of 72,113ha. It is recognized for its natural diversity of flora and fauna, including the Philippine eagle, tarsier, and 272 species of birds of which 40 percent (111 species) are endemic to Mt. Apo. It holds special significance to at least six different indigenous peoples, the Manobo, Bagobo Ubo, Ata, K’lagan and Tagacaolo peoples. Seven entry points provide access to the mountain, and Mt Apo is a popular ecotourism destination with hundreds of trekkers and mountaineers climbing Mt Apo each year. Problems with rubbish management has resulted in restricting trekkers.

Bohol Chocolate Hill

Chocolate Hills are an established stop on the main tourist trail. Legend has it that these 1000 or so nearly identical hills are the solidified teardrops of a lovelorn giant. Tarsier visits nearby offer a firsthand encounter with the smallest primate species in the world. The Loboc river cruise features fiesta style hospitality on rafts arranged by the local community with a serenaded lunch.

Camiguin and Bukidnon

Security constraints have hampered the development of beautiful northern Mindanao, except for domestic visitors who are attracted to Camiguin Island’s volcanos, springs and waterfalls, Bukidnon forests, canopy walkway and river running operation accessible from Cagayan de Oro.

Mt Guiting-Guiting

More than half of the Sibuyan Island, where Mt. Guiting-Guiting lies, is covered with forest. The Island is accessible by boat from Manila North Harbor, from the port of Batangas City, or by plane or boat from Manila via Toblas Island.

Mt. Isarog

Mt. Isarog (1,976m) Natural Park in Camarines Sur Province in Southern Luzon is a dormant volcano. This important bird area is a key conservation site in the Philippines. The Park’s 10,112 ha. contain one of the largest tropical rainforests in the Bicol Peninsula, with nearly half still covered with primary forest.

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Mt. Kanlaon

Mt. Kanlaon (2,460m) Natural Park in Negros is 24,500 ha of forest and volcano, including the highest peak in Central Philippines. Kanlaon has two craters and is one of the most active volcanoes in the country. Despite many eruptions, the most recent being in 1992, the mountain is a favorite trekking destination. PAMB authorities have responded to accidents by limiting the number of summit trekkers.

Mt Kitanglad Natural Park

Mt. Kitanglad is the catchment area for Cagayan, Tagoloan and Pulanguri Rivers of Northern Mindanao and has a vital role in regulating the supply of drinking water and crop irrigation to the whole of Bukidnon Province. The mountain range is also the ancestral territory of indigenous peoples such as Talaandig, Higanon and Bukidnon tribes, which share common traditions and ties. Noted for its forest types and biodiversity, Mt. Kitanglad is a nesting site for the Philippine eagle.

Mt. Makiling

Mt. Makiling (1,144m) Forest Reserve is an isolated volcano in Southern Laguna with some impressive forest on its upper slopes. It is an important watershed and contains natural springs that are the major tourist attractions of Los Baños. It also serves as a natural laboratory for students of the University of the Philippines.

Mt. Mayon

Mt. Mayon’s near perfect 2,300m. cone is a defining feature of the Philippines. Erupting most recently in June 2001, Mt. Mayon is one of the most active volcanoes in the world. When conditions are stable, Mayon is a popular destination for day trips and overnight climbing expeditions.

Northern Sierra Madre Natural Park

Situated on the northeast coast of Luzon, Northern Sierra Madre Natural Park (319,513ha) is the largest protected area in the Philippines, although difficult to access. It is considered important as the largest tract of forest remaining in the Philippines and because of the size and richness of its genetic, species and habitat diversity. It has ecotourism potential due to its high conservation value. The trek into Palanan could be combined with wilderness coastal activities. Current security constraints need to be overcome and private sector operators engaged in the enterprise in order to make any significant conservation inroads by providing benefits to local communities in the Park.

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Mt. Pinatubo

Perhaps the best known Philippine volcano is Mt Pinatubo. Its massive eruption in 1991 was both tragic and spectacular. The path of destruction (lahar flow and formation of a crater lake) has since become an attraction to visitors, located conveniently close to Manila. Mt. Pinatubo is now a well-established ecotourism product involving an award winning, DOT inspired partnership between the indigenous Aetas peoples, tour companies, 4WD enthusiasts and resident communities.

Mt. Pulag

Mt. Pulag (2,460 mts) is the second highest mountain in the Philippines. The Mt. Pulag National Park covers 11,500 hectares and attracts thousands of visitors due to its location only 50 kms from Baguio City. Mt. Pulag is valued highly for its legacy of ethnic values. The people around Mt. Pulag believe the mountain is sacred and the abode of spirits of the departed. The area has been inhabited for many centuries by various tribal peoples, the Kalanguyan being the most dominant tribe. Other tribes include the Ibaloi and the Kankan-ey. Significant natural features include the dwarf bamboo and the rarely seen and nearly extinct cloud rat, which feeds on the bamboo shoots and pandan. Other flora in the park include tree ferns, Rhododendron and oak, and have a close resemblance to Taiwan’s forest and plant species.

Taal Volcano

The active Taal Volcano is only 60kms from Manila and has become one of the city’s major day trip attractions.

2.3.3 Summary of Coastal and Marine Attractions

Many coastal and marine attractions in the Philippines are world class and have the potential to provide crucial ecotourism positioning for the country. Some destinations are already well developed, whilst in others promotion, protection and access remain constraints.

Apo Island

Apo Island and Negros Oriental Marine Conservation Park were one of the early community-based coastal resource management models. Apo Island lies off the coast of southeast Negros Oriental with beautiful coral gardens, a rock climbing wall and a fishing village.

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Apo Reef Natural Park

Apo Reef Natural Park is the largest atoll-type reef in the Philippines. Sprawling across 34 sq. km., Apo Reef is a natural haven for over 375 species of fish, bird life including the endangered Nicobar pigeon, and a range of endangered plant species. Apo Reef is a highly valued but little used dive destination.

Bohol

Bohol’s marine attractions include Balicasag island which boasts of magnificent diving. The island is ringed by a reef that drops away with impressive submarine cliffs as deep as 50m. Pamilacan Island, meaning the "mating place of manta rays," is 23 kms east of Balicasag. It could be an ideal spot for whale and dolphin watching if current marketing and operational conflicts could be overcome.

Coron Island

Coron Island in northern Palawan comprises 71 sq. km of hills, forests and lakes and is a protected ancestral domain of the Tagbanua peoples. The Tagbanuas are semi-nomads with Negrito blood. Lake Cabugao is reserved for the Tagbanua and is strictly off-limits to visitors. Coron is highly valued for its diving, sea kayaking, rock climbing and opportunities for island hopping.

Donsol

Whale shark viewing from Donsol on the southern tip of southeast Luzon has the potential to be a world class attraction for the Philippines. Organization, competition between operators, seasonality, and lack of guaranteed sightings are a constraint.

El Nido, Northern Palawan

Many people claim that El Nido is the most beautiful place in Palawan, with its tall limestone cliffs rising from the ocean, hidden lagoons and many islets. Well-known for its diving, sea kayaking and rock climbing possibilities, the protected area is managed by El Nido Resorts, a successful example of a partnership with the private sector for ecotourism development.

Siargao Island

Situated to the northeast Mindanao, Siargao Island is an important ecotourism destination due to its natural features and quality of surf, despite its isolation.

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Dugong (sea cow), flying foxes, tarsier and flying lemurs are some of the natural highlights of Siargao. For tourism, Siargao is famous for the best surfing in the Philippines and surf resorts are well established. Opportunities to link the niche surf markets with other land-based attractions have yet to be explored.

Tanon Strait (whales and dolphin watching)

The Tanon Straight between Cebu and Negros is protected and patrolled with strong commitment from LGUs and local communities, ensuring an abundance of marine life. Due to pioneering community-based protection work by the Sulliman University in Dumaguete, Apo Island offers diving and beach recreation in a pristine environment with a strong domestic market base. Dolphin watching tours from Bais in Negros Oriental are arranged by the city of Bais, Office of the Mayor Tourism Operations Division, guaranteeing dolphins throughout the year (long-snouted spinner, bottle-nosed and spotted dolphins) and with several species of resident whales often sighted (short-finned pilot, dwarf sperm and melon-headed whales).

Transboundary Park

The Turtle Islands Wildlife Sanctuary in Tawi-tawi is the only remaining major nesting ground of turtle rookery in all of South East Asia. The Governments of Malaysia and the Republic of the Philippines have executed an award winning Bilateral Agreement to protect and conserve what was called the Turtle Island Heritage Protected Area (TIHPA). On the Malaysian side, ecotourists can see the wonder and ordeals of the turtles laying their eggs. From the Philippines access is generally considered unsafe, due to the political upheavals in western Mindanao and Sulu Sea.

Tubbataha National Marine Park and World Heritage Area

Tubbataha is also a remote atoll reef system, but in contrast to Apo Reef, Tubbataha attracts a significant number of divers during the short May to July season. Located 200 kms from Puerto Princesa in Palawan, Tubbataha is a successful example of ecotourism, with tourism closely linked to conservation. Divers visit on live-aboard charters paying significant user fees that generated P1.6m in 2000. Protection is assisted by the full-time presence of the Philippines National Coast Guard.

2.3.4 Summary of Lake, River and Wetland Attractions

Lakes and wetlands in the Philippines are important as feeding and wintering grounds for migratory birds from Siberia, Japan, Australia and Southeast Asia.

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Wetlands provide bird watching, scientific study and culture orientated opportunities.

Agusan Marsh Wildlife Sanctuary

Agusan Marsh Wildlife Sanctuary offers one of the very few opportunities to see the Philippine freshwater crocodile. Pythons and the Philippine cobra are also present.

Lake Danao

It is a popular domestic recreation area for fishing and picnics in the surrounding forest. Lake Danao is home to a variety of wildlife species.

Olango Island

Olango Island is a low-lying island off the east coast of Mactan Island, Cebu where the donor-established Olango Birds and Seascape Tour (OBST) provides day visitors with a highly interpreted experience of the islands, migratory bird habitat, village life and marine protected areas.

2.3.5 Summary of Cave Attractions

Caves are found throughout the Philippines amongst relatively young limestone. They are particularly popular with domestic visitors.

Penablanca Protected Landscape

The huge limestone systems of Penablanca in Luzon attract mainly domestic cavers and pilgrims. Callao Cave is one of the most popular and the regular evening bat flight from Bat Cave on the river is potentially an outstanding ecotourism product, though currently undervalued and poorly presented.

Puerta Princesa Underground River

The only Philippines’ cave attraction with likely international appeal, the boat trip through Puerto Princesa Underground River approached through coastal forest is established as the country’s most successful cave experience.

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Sohoton Cave

Sohoton Natural Bridge National Park in Samar was one of the first national parks in Asia. The park is famous for its natural stone bridge feature and caves system and attracts the domestic market.

2.3.6 Summary of Nature-Based Cultural Attractions

Batanes Islands

Batanes Island is a remote, inaccessible, yet beautiful outpost in the far northern reaches of the Philippine archipelago, situated less than 150 kilometers from southern Taiwan closer to Taipei than Manila. Only three of Batanes’ ten islands are inhabited. Covering over 200 hectares it was proclaimed a protected landscape and seascape in 1994 for its unique cultural characteristics. Batan Island is home to the charming provincial capital of Basco, where narrow streets and whitewashed homes make it one of the prettiest towns in the Philippines. The local Ivatan culture has evolved in isolation to that of the mainland ethnic groups. Weekly flights link Batanes with Tuguegarao.

Ifugao Rice Terraces

The Ifugao Rice Terraces are an icon cultural product of the Philippines. Often marketed as the “Eighth Wonder of the World”, the Ifugao rice terraces are a well established attracting supporting one major hotel, several inns and a selection of village accommodation, such as Batad. Most visitors arrive on a north Luzon package that includes Sagada and Baguio. Potential exists for ecotourism development with village visits, handicrafts and trekking to extend visitor stay and bring benefits to the local communities.

Lake Sebu

The scenic beauty and cultural attractions of Lake Sebu Protected Landscape in South Cotabato was an established tourism product before security constrained international visitors. Ecotourism potential with community participation could feature the gentle charm of the T’boli and their skill in weaving and making brassware.

Table 2 – 2 shows the various ecotourism products available and can be developed in the foregoing sites. The RECs need to further evaluate the products and sites to determine the market positioning and type of development needed to promote the said areas for ecotourism.

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Table 2-2: Summary of Selected Ecotourism Products in the Philippines

Protected Areas/ Activities

Mt. Apo

Mt. Kanla

on

Apo Reef

Mt. Isarog

Malam-paya Sound

Mt. Malin-dang

Mt. Pulag

El Nido

Mt. Guiting-Guiting

Coron Island

Agusan Marsh

Bat-anes

Subic Bataan

Sierra Madr

e

Tur-tleIs.

SiargaoIsland

Mt.Kitang-

lad

Mountai-neering/Trekking X X X X X X X X X X X X

Cultural Contact X X X X X X X X X X X X X

Bird Watching X X X X X X X X X X X X X X X

Hiking X X X X X X X X X X X X X

Spelun-King X X X X X X X X X XSightsee-Ing/Tour X X X X X X X X X X X X X X X X

River Trailing

Scuba Diving X X X X X X X X

Wildlife Watching X X X X X

Snorke-Lling X X X X X X

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2.3.7 Natural Resource Management

Almost all the natural attractions for ecotourism in the Philippines are managed under the National Integrated Protected Areas System (NIPAS) Act. NIPAS legislation provides the institutional framework by which many stakeholder groups play an role in nature conservation and ecotourism. The institutionalization of the Protected Area Management Board (PAMB) has endeavored to realize two important objectives for the Government: strengthening local governance and fostering effective partnerships between the Government and civil society in resource and protected area management. The PAMB, which is the policy-making body at the site level, exercises management supervision over each protected area.

At the site level and along with the PAMB, protected areas are administered by the Protected Area Superintendents specifically for the purpose of implementing the area’s Management Plan. Some are supported by the National Integrated Protected Area Program (NIPAP), a special project of the Department of Environment and Natural Resources (DENR) assisted by a grant from the European Union (EU). Others are assisted by the Conservation of Priority Protected Areas and Conservation Project (CPPAP), a joint project of the DENR and NGOs for Integrated Protected Areas (NIPA), with funding assistance from Global Environment Facility (GEF)-World Bank.

Local Government Units (LGUs) usually provide administrative/logistical support in project implementation as well as law enforcement. Other national government agencies also provide technical support in biodiversity conservation and assistance in law enforcement. For instance in Mt. Guiting-Guiting, the Philippine National Police/Phil. Maritime Police and Coast Guard and the Phil. Air Force are involved in law enforcement (apprehension of violators and illegal poachers).

2.3.8 Management Issues and Concerns

Environmental Threats

Habitat destruction

Illegal encroachment and occupancy

Logging

Fire

Kaingin or shifting cultivation

Illegal fishing

Poaching

Socio-Economic Issues

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Poverty

Poor access to basic services

Lack of livelihood alternatives

Legal and Institutional Issues

Land tenure of indigenous peoples (IPs)

Private and titled properties within protected areas

Overlapping roles of different managing authorities.

Management Issues

Access is sometimes logistically difficult

Limited provision of infrastructure and varying degrees of quality

Use of carrying capacity limits and lack of visitor management systems (i.e. rubbish) resulting in closure of public access may restrain the creation of alternative livelihoods through ecotourism

Emergency response is in embryonic stage

Limited skilled labor available to manage protected areas.

In Table 2 – 3, the constraints and opportunities facing the use of protected areas for ecotourism is outlined. It is envisaged that the recommendations arising from the consultations and anslysis of the issues will be pursued to fully promote the natural and protected areas as model sites for ecotourism development in the Philippines.

2.3.9 Implications for Ecotourism

Opportunities for ecotourism development in some of the protected areas may be restrained if the present trend of environmental degradation continues.

Zoning, as provided for in the NIPAS legislation, may offer a practical approach to manage resource use and ecotourism in protected areas.

Visitor management systems need to address carrying capacity concerns

Information, education and communication activities need to be intensified in order to gain a major leap in ecotourism development in the protected areas.

Ecotourism will be constrained unless support infrastructures and facilities are developed.

Trained staff are essential for wise management of protected areas.

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Opportunities exist for a network of volunteers to assist in the management of protected areas.

Table 2-3: Matrix of Opportunities and Problems Facing the Use of Protected Areas for Ecotourism Development in the Philippines

Category Opportunities Problems/Threats/Issues Recommendations

A. Environmental (Physical & Ecological)

Enhanced level of awareness on conservation of nature through interpretation & other related activities; Promote conservation practices; Enhanced aesthetic value of the resources.

Resource degradation if unsustainably managed; Disturbance of wildlife species; Destruction or alteration of natural features; Possibility of bio-piracy; Threat to watershed capacity due to land use conversion; Poorly maintained or lack of access road.

Institute and implement an Environmental and Resource Management Plan

B. Management & Operation

Opportunities for the development of ecotourism products and activities; Promote transparency and accountability in resource management; Establish a voluntary movement to assist in management of pas.

Lack of trained personnel for ecotourism management; Lack of funds to promote ecotourism management and develop ecotourism products; Lack of supporting services and appropriate facilities; Lack of logistics in carrying out ecotourism activities and monitoring; Lack of awareness of policies in ecotourism development among implementers.

Training Program for PAO & PAMB on ecotourism/resource management;GOP to allocate more funds for ecotourism devt& monitoring;Conduct/Intensify IEC on ecotourism ;Training Program for communities on livelihoodOpportunities in ecotourism

C. Social Recreational and educational opportunities to improve the quality of life; Enriched knowledge through interaction and information exchange between local communities and tourists.

Possible exploitation of local people; Negative reaction or aversion of local people to development because of lack of information; Conflicting interest in resource utilization.

Conduct of Social Preparedness Program for local communities; Intensify IEC on ecotourism;Institution of clear policies and guidelines in PA management;Adopt appropriate tenurial instruments for resource utilization & management;Explore development of volunteer service.

D. Economic Increased employment opportunities; Increased revenues from ecotourism activities; Livelihood opportunities for local communities; Foreign investment opportunities; Improvement on standard of living.

Possibility of inequity in the distribution of benefits; Lack of resource valuation to determine the appropriate schedule of user fees; Possibility of displacement of local communities/indigenous peoples.

Training/Employment Program for local communities & IPs;Incentives/Support for community-initiated livelihood projects;Conduct natural resource valuation to determine user fees/charges.

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E. Cultural Enrichment of cultural practices, values and indigenous knowledge; Possible or enhanced partnership between the indigenous peoples (IP) and other stakeholders; Improvement in IP’s living condition.

Threat to culture; Possibility of exploitation of IPs.

Implement Cultural Management Program for the enrichment of indigenous culture and knowledge

F. Institutional

Promote multi-sectoral partnership/collaboration in conservation.

Conflicting mandates over potential ecotourism sites (turf issues); Uncoordinated development plans resulting in conflict in resource management.

Harmonize policies to complement projects/activities.

G. Political Opportunities for local development; Empowerment of local communities in park management.

Abuse in resource utilization for economic gains; Ecotourism being used as political propaganda; Lack of political will to support ecotourism development.

Ordinances & policies promoting sustainable mgt of resources; Training of elected officials to make them advocates for SD

2.4 CULTURAL RESOURCE BASE

2.4.1 Cultural Resources for Ecotourism

Ecotourism combines cultural and natural resources, often as one product. Rafting the Cagayan River is more than just an adventurous activity for overseas visitors or expatriates, when villages are visited and stories told by local guides. Dolphin watching in the Tanon Strait is enhanced with stories of how local communities are working together to protect dolphins and whales.

Beyond the ‘warmth and friendliness’ and ‘hospitality and kindness,’ the unique features of Filipino culture have not been fully emphasized as a tourism resource to motivate and attract overseas travelers to visit the Philippines. Business, visiting friends and relatives, general beach holidays and sightseeing remain the dominant travel motivations for the majority of visitors.

Whilst there are distinctive examples of Filipino culture (such as festivals, fiestas, museums, churches, handicrafts, artwork and authentic traditional villages) the range of products and delivery to visitors does not appear to be matched to any great extent by travelers who are in search primarily of Filipino culture. Some unique features of Filipino culture are no doubt noticed by visitors but this tends to show up as ‘warmth and friendliness’ in market surveys. By contrast, the domestic travel market is geared highly towards festivals, fiestas, regional cuisine and to a lesser extent, museums and cultural ecotourism products such as the Ifugao Rice Terraces.

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With this as a backdrop, it is important to consider the special characteristics of Filipino culture that can be integrated into ecotourism products.

2.4.2 Key Cultural Resources

Key cultural resources with current or potential adaptation for ecotourism are:

Festivals and events

Traditional villages

Museums and cultural repositories

Handicrafts, arts and crafts

Local cuisine

A summary of these key cultural resources by region is provided in Table 2-4. It illustrates that festivals and events are still a major feature in the celebration of culture and the delivery of this to visitors in the Philippines. Museums and repositories are another important component followed by handicrafts, and arts and crafts outlets. Cultural villages, specially recreated for visitors, are not widespread. This may be indicative of market trends whereby visitors (domestic and international) prefer access to living villages and more authentic cultural experiences.

Table 2-4: Regional Distribution of Key Cultural Resources

Region Key Cultural ResourcesFestivals/ Events

Cultural Village

Museums/Repositories

Handicrafts/Arts/ Crafts Centers

Cuisine/Food

I 16 1 22 N/A N/ACAR 13 2 6 8 11II 20 N/A 22 9 N/AIII 28 N/A 2 N/A 24IV 91 10 22 39 34V 26 N/A 5 N/A N/AVI 23 1 32 42 23VII 52 N/A 21 N/A 22VIII N/A N/A 1 N/A N/AIX 25 2 4 8 3X 10 1 1 5 4XI 16 N/A 9 7 9XII 16 N/A 19 1 N/AXIII 35 N/A N/A 11 N/A

Source: DOT Regional Offices, 2001

Legend: N/A – not available at the time of the compilation of the Strategy

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2.4.3 Festivals and Events

Role of Festivals and Fiestas in Philippine Life

One of the conditions that facilitated the conquest of the Philippine archipelago by its Spanish colonizers was the amorphous nature of the society composed of small kinship units known as barangays. The fiesta became the irresistible magnet that drew the entire scattered population to the principal settlements where the parish churches were located at least three times a year—Holy Week, Corpus Christi, and the feast of the local patron saint. In modern economic terms, the fiesta represents four industries: leisure, travel, restaurant and entertainment.

Trends in Festivals as a Tourism Resource

In his book "Fiesta," anthropologist Alejandro Roces points out that "the lifeblood of the fiesta is the support of the traditional inhabitants of the locality. Like all living traditions, the fiesta has to gain the acceptance of every new generation. The Philippines’ pre-war "procession of processions"—La Naval de Manila—is now a non-event. On the other hand, two small town fiestas that the general public had never heard of till the 50’s have grown to spectacular proportions—the Moriones of Marinduque and the Ati-atihan of Aklan. They have now become top tourist attractions."

2.4.4 Cultural Villages

One of the earliest examples of a Philippines purpose-built cultural village is the Nayong Pilipino, a 32-acre "village" located next to the Ninoy Aquino International Airport. Childhood memories of Metro Manila students include a field trip to this "Little Philippines" that features replicas of the country’s leading tourist spots, shopping for souvenir items, seeing craft demonstrations and viewing various cultural shows featuring regional songs, dramas and dances.

Such cultural villages were popularized in the 1970s and 1980s and to this day still serve a purpose. However, a significant number of cultural workers, historians and tourists have found such cultural villages too contrived to be truly reflective of Philippine culture. Since the early 1990s, a trend towards more authentic representations of cultural life has occurred. Villages such as Tam Awan, Baguio and the Talaanding School of Living Traditions, Bukidnon in Mindanao, have been developed as show cases for visitors and as centers for artists and crafts people. They also have rehabilitation programs which teach youths and young adults local art and craft skills and cultural traditions. Vigan in North Luzon, Silay in Negros and Intramurous in Manila are ‘real life’ examples of Filipino cultural heritage which are becoming increasingly popular with both domestic and international visitors. Table 2 – 5

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enumerates the cultural villages which have been developed following the trend to showcase local cultures, lifestyle, traditions and artifacts.

Table 2-5: Regional Distribution of Cultural Villages

Region Cultural Village Location Key FeaturesI Vigan Heritage Village Vigan, Ilocos Sur Century old houses showing

Chinese-Spanish-Mexican influence in architecture

CAR Baguio Botanical Garden Leonard Wood Road, Baguio City

Also called the Igorot Village, this features native huts typical of Cordillera architecture

Tam-awan Village Baguio City Successful recreation of Ifugao life, art & culture.

IV Baclayan Mangyan Settlement Puerto Galera, Oriental Mindoro

Home of Iraya Mangyan

Saclag Mangyan Settlement San Teodoro,Oriental Mindoro

Iraya Tribe

Lantuyang Mangyan Settlement

Baco, Oriental Mindoro

Alangan Tribe

Paitan Mangyan Settlement Naujan, Oriental Mindoro

Alangan Tribe

Montelago MangyanSettlement

Naujan, Oriental Mindoro

Tadyawan Tribe

Grambida Mangyan Settlement

Victoria, Oriental Mindoro

Tadyawan Tribe

Safa-Sabang B38 Mangyan

Sabang, PinamalayanOriental Mindoro

Tadyawan - Taubuhid

Batangan Mangyan Settlement

Bongabong,Oriental Mindoro

Budhid Tribe

Siange MangyanSettlement

Bongabong,Oriental Mindoro

Bangon Tribe

Panaytayan MangyanSettlement

Mansalay,Oriental Mindoro

Hanunuo Tribe

VI Kati-kati San Miguel, Jordan, Guimaras

Aeta settlement which is an outreach program of Trappist Monastery

IX Sahaya-Rio Hondo-Campo Muslim

Zamboanga City Colony of Tausugs, Samas and Badjaos

Yakan Weaving Village Zamboanga City Village of Yakans who are considered among the finest weavers of the country

X Gardens of Malasag Ecotourism Village

Cagayan de Oro Cultural village of Mindanao tribes in a botanical setting

Source: DOT Regional Offices

2.4.5 Museums and Cultural Repositories

The National Museum and National Historical Institute look after many museums and cultural repositories. Others are managed by foundations, churches and families. Although a regional breakdown of museums and cultural repositories (prepared for the NES) is too lengthy to be presented here,

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in summary there are around 180 such attractions in the country. Most are based in cities and towns away from ecotourism areas.

2.4.6 Handicrafts/Arts and Crafts Centers

Luzon is famous for the vast array of its handicrafts. These include sculpted pieces from Paete, wood filigree from Pakil, finely embroidered jusi and pina cloth from Lumban and Batangas, Ilocano blankets and traditional woven cloth, burnay pottery from Vigan, baskets from the mountain provinces, silver filigree from Baguio, abaca products like place mats, coasters and slippers from Bicolandia.

The Visayas region boasts export quality products. Cebu is known for its fashion accessories and rattan, bamboo and coral stone furniture; Bohol for its hand-woven mats, baskets, hats and bags; Bacolod for its children's clothes, Negros Occidental for its pottery items like vases and ash trays.

Mindanao is known for its wide assortment of exotic goods including Maranao brass and bronze products, Yakan tapestries, Tiruray and Bagobo baskets, colorful woven cloth from the various indigenous cultural communities in the area.

2.4.7 Cuisine and Food

Food is one of the major preoccupations of the Filipino. Baguio serves the freshest fruits and vegetable grown in nearby Trinidad Valley. Pampanga is known for its sweet meat the "tocino", while Batangas is famous for its succulent beef "bulalo" and potent coffee. Bicol is a coconut-growing region and most of its popular cuisine use coconut milk and a potpourri of spices. Cebu and Palawan serve fresh seafood, seaweed salad and the sweetest mangoes. Iloilo is popular for its "pansit molo" and "la paz batchoy." Davao is famous for its "inihaw na panga" and exotic fruits like durian, pomelo, mangosteen and rambutan, while Zamboanga serves some of the most succulent prawns, crabs, lobsters and "curacha."

2.4.8 Implications

Filipino culture has many distinguishing features yet these do not appear to be sought to any great extent by current international markets to the Philippines.

Developing more “living” and “real” cultural products rather than purpose built cultural villages and museums would respond to global trends for authenticity in some ecotourism markets.

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Festivals, fiestas, regional cuisine and to a lesser extent, museums, churches and some cultural ecotourism products are important motivators for the domestic market.

Can ecotourism products be developed and positioned in such as way as to help maintain and enhance Filipino culture?

2.5 MARKET ANALYSIS

2.5.1 International Tourism Trends

The World Tourism Organization reports that the total number of international arrivals reached a record 699 million in 2000, almost 50 million more than in 1999. This represents an increase in international tourism of 7.4 per cent, its highest growth rate in nearly a decade and almost double the increase of 1999 (3.8 per cent). All regions of the world hosted more tourists in 2000, although the fastest developing region continued to be East Asia and the Pacific with a growth rate of 14.7 per cent and some 14 million more tourists than in 1999.

Prior to 11 September 2001, the evolution of the international economy was already marked by a slow down of anticipated annual growth in global GNP, a decline in world stock markets, and considerable cuts in US and European interest rates in an effort to reactivate economies.

Despite optimistic forecasts, consumer confidence continued to wane, contributing to the economic slowdown. As a result discretionary spending on tourism is showing signs of decline. The WTO projects that the tourism sector in the upcoming years is not expected to perform quite as well as the event filled year of 2000 but will increase by a more modest rate of 4.1 per cent for the next 10 to 20 years.

2.5.2 Travel Trends to the Asian Region

East Asia and the Pacific saw growth in tourist arrivals in 2000 driven by big increases in China and its special administrative regions of Hong Kong and Macao. Southeast Asia, especially Thailand, Malaysia, Cambodia and Vietnam, is becoming one of the world’s favorite tourism destinations with demand outstripping tourist facilities. Australia enjoyed its own tourism boom due to the Sydney Olympics and accompanying publicity. Table 2 – 6 outlines the detailed volume of visitors generated, growth rates and markets shares of the countries in the Asia – Pacific region.

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Table 2-6: Arrivals to East Asia and the Pacific Region 2000

(Thousand) Growth Rate (%) Market Share (%)1999 2000 1999/1998 2000/1999 1999 2000

East Asia/Pacific 97,566 111,894 10.8 14.7 100.0 100.0

China 27,047 31,229 7.9 15.5 27.7 27.9Hong Kong 11,328 13,059 11.5 15.3 11.6 11.7Malaysia 7,931 10,222 42.9 28.9 8.1 9.1Thailand 8,651 9,509 10.3 9.9 8.9 8.5Macau 5,050 6,682 11.8 32.3 5.2 6.0Korea, Republic of 4,660 5,322 9.6 14.2 4.8 4.8Indonesia 4,728 5,064 2.6 7.1 4.8 4.5Australia 4,459 4,946 7.0 10.9 4.6 4.4Japan 4,438 4,757 8.1 7.2 4.5 4.3Source: WTO Tourism Highlights 2001

2.5.3 Tourism Market Trends in the Philippines

International Tourist Arrivals

The general trend of arrivals to the Philippines over the past three years shows a decline in tourist arrivals into the country and no significant change in the source markets. In 1997, a regional economic crisis hit Asia and negatively affected arrivals from the main source markets Hardest hit was Korea, which was one of our fastest growing markets for the Philippines. Coupled with the lingering effects of the crisis was the temporary shut down and subsequent reduction of services of Philippine Airlines. Recovery in 1999 was marked by a slump in arrivals due to the Sipadan and Palawan kidnappings incidents in 2000 and 2001, and cessation of air agreements between the Philippines and Taiwan. North American markets, which are very sensitive to the peace and order of the country, have registered a decline in arrivals (see Table 2-7).

Table 2-7: Tourism Arrivals to the Philippines 1996 to 2000

Country 1996 1997 1998 1999 20001 United States 373,953 427,431 468,808 463,600 445,0432 Japan 350,242 367,714 361,631 387,513 390,5173 Korea 173,910 170,087 81,979 133,068 174,9664 Hong Kong 149,479 159,606 162,718 160,152 146,8585 Taiwan 206,708 246,370 185,869 143,810 75,7226 Australia 87,553 93,949 85,655 77,732 75,7067 United Kingdom 83,513 95,044 97,704 88,920 74,5078 Canada 56,852 64,092 66,756 64,986 61,0049 Germany 60,367 62,595 64,207 62,044 51,13110 Singapore 43,948 50,344 47,998 51,244 50,27611 Malaysia 52,080 60,449 49,144 49,667 42,06712 France 21,027 24,089 25,909 24,462 19,179Other Countries 389,735 400,753 450,979 463,616 385,193TOTAL ARRIVALS 2,049,367 2,222,523 2,149,357 2,170,514 1,992,169

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Countries ranked based on 2000 arrival figures Source: DOT

Table 2-8: Arrivals from January to September 2000 and 2001

Country 2000 2001 % Change1 United States 348,639 312,225 -10.4%2 Japan 304,056 283,668 -6.7%3 Korea 126,216 150,919 19.6%4 Hong Kong 111,025 103,175 -7.1%5 Taiwan 55,358 64,372 16.3%6 Australia 54,500 49,926 -8.4%7 United Kingdom 61,257 47,929 -21.8%8 Canada 44,967 40,169 -10.7%9 Singapore 34,438 31,391 -8.8%10 Germany 40,047 31,073 -22.4%11 Malaysia 33,435 23,144 -30.8%12 China 11,226 13,665 21.7%13 India 14,938 12,457 -16.6%14 Indonesia 12,089 12,095 0.0%15 France 15,797 11,064 -30.0%Other Countries 248,711 214,425 -13.8%TOTAL ARRIVALS 1,516,699 1,401,697 -7.6%

Source: DOT

As shown in Table 2 – 8, for the first nine months of 2001, the number of visitor arrivals has declined by a rate of 7.6 percent over the same period in 2000. China, Korea and Taiwan are the only major source markets showing positive growth in early 2001.

International Visitor Profiles

The United States with 348,639 arrivals still ranks as the largest international market accounting for 22 percent of all arrivals to the Philippines in 2000. This represents about 14 percent of American arrivals to Asia. Visiting friends and relatives (VFR) (51 percent) and holiday (23 percent) are the main reasons for travel. As many of this market are balikbayans, travel arrangements are made independently and tend not to be packaged.

Japan holds second place in terms of arrivals to the Philippines with 390,517 arrivals in 2000, and represents five percent of Japanese arrivals to Asia. As in the previous years, Japanese travelers are mostly male (__%) and visit the Philippines for holiday. They arrange their trips independently and many are repeat visitors.

Hong Kong, Taiwan and Korea rank 3rd, 4th and 5th, respectively. Travelers from these markets are mostly male, about half are packaged, and they visit the Philippines for business, golf, beach holidays, gambling and diving. About half arrive packaged. More than half Singaporeans are travelling on business.

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United Kingdom registered 87,089 in 1999, representing only four percent of UK arrivals to Asia. The typical UK holiday traveler is male, already familiar with the Philippines, between the ages of 35-54 and travels independently.

The Australian market is more evenly distributed among the holiday, VFR and business categories. The Philippines accounts for four percent of all Australian arrivals to Asia.

The Canadian market tends to be older with most in the 35-54 year-old bracket. Along with German and UK markets, Canadians are generally seeking quality nature, adventure and cultural products.

General Patterns of Demand in the Philippines

The latest visitor sample survey conducted by the DOT shows that the majority of visitors from top source markets have come for beach holidays, sightseeing and shopping combined. Business is the second reason for travel, and visiting friends and relatives rank third. Scuba diving showed relatively insignificant figures.

Destinations most visited out of Metro Manila are Cebu and the Cavite – Laguna – Tagaytay – Batangas area. This can be attributed to the tourism-readiness of the areas and their proximity and easy access from Manila. Likewise, these are also the more developed beach areas, which have several sightseeing and shopping points en route. Arrivals from the US were more or less evenly spread out over several provinces, which can be attributed to their VHR majority purpose of visit. Interestingly their arrivals to Olongapo and Subic did not compare competitively with Cebu, Baguio and even Bohol. For the German market, the non-traditional and more rustic destinations of Puerto Galera, Mindoro, Boracay and Palawan remain the favorites. For the northeast Asian markets, particularly Taiwan and Korea, Ilocos Norte registered as the most frequented destination which can be attributed to the presence of casinos. Other areas frequented offer the same activity i.e. Cebu, Olongapo, and Tagaytay.

Ecotourism Tours

A 2001 inventory of tours being sold based on nature, culture and adventure products in natural settings revealed a product mix of:

28 culture based tours

45 nature based tours

23 adventure based tours.

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The distinction between what can be considered mainstream nature tourism and ecotourism products is blurred and hence the inventory takes an inclusive approach.

The inventory indicates that only 25 percent of all the tours are packaged by private tour companies whilst 70 percent are offered by either DOT or a provincial or municipal tourism office. The remaining five (5) percent are sold by a community cooperative or club. As the data are aggregated, some clubs or community tours may also be included within the tours offered by DOT or Provincial government offices. It is possible the collection of the data was weighted towards DOT.

These results, however, strongly suggest that both the private sector and community-based businesses have a major opportunity to increase their role in the provision of ecotourism products. By implication this will lead to further employment and income generation at the local level.

Market Segments Visiting the Philippines

The following market segments have been identified as having current interest and future potential for ecotourism products in the Philippines. The list was derived from tourism statistics, site data analysis, site observations, and discussions with travel industry operators. They were then further developed from the ETWG survey "Profile of Ecotourism Products in the Philippines" submitted by DOT Regional offices.

Domestic

Families. Filipino families are usually day visitors who use private resorts, public beaches and theme parks during the weekends and holidays. Considering the short length of time involved for travel, their trips are usually to destinations an hour or an hour-and-a-half away from their residences. Common as well are families traveling together, and most often times include family "extensions" such as grandparents, aunts/uncles and caregivers / house help.

On the other hand, higher-end Filipinos arrange their trips for long weekends to more popular destinations such as Baguio, Batangas and even those with an air travel component – Cebu, Bohol or Palawan. These trips are usually individually arranged (transport and accommodations), length of trip is about two or three nights, and travel party is composed of three to five family members.

Students. Student groups usually take day trips in relation to the school’s academic curriculum. The educational trips are most often an annual school undertaking covering all levels of primary and secondary levels. Travelling in busloads, they visit factories, historical sites, science exhibits or centers and end the trip with lunch and leisure time

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in a park. Students in the collegiate level. However, travel in peer groups of five to 12. The trips they take involve cramming the group in 1 or two cars, going to the beach or mountainside and staying for a night or two. Most of these are planned for long weekends and semester breaks.

Club members. Domestic special interest tourists are, at present, broken down into two dominant activities: mountain climbing and scuba diving. They commonly organize their trips with the associations or clubs to which they are affiliated, as clubs have better connections/linkages with the required service providers (dive masters and guides, trail guides and porters). Likewise, they also connect with buddies and know about planned trips through gear/dive shops and other outdoor equipment or similar specialty stores. Another up-coming group are the mountain bikers, who are now into day trips to Tagaytay, Cavite and sometimes, Batangas. Some trips to offshore destinations such as Guimaras have already been arranged as special sport events.

Some of the associations are school-based, making the general age group between 20 to 29. Young professionals, however, keep their affiliations with their associations even after school. Others organize similar clubs within their areas of work.

Another steady source of domestic tourists are those traveling for office-initiated extra-curricular activities such as team-building workshops, fun-runs, family day, office mini-olympics and other social activities. Though most of these have planned programs and set activities to cover just a day, some participants bring along friends or family and extend their stay.

Pilgrims. Filipinos consider their hometown fiestas as good reasons to travel back home. They usually travel with peer groups or families, and stay in a relative or friend’s house for the duration of the festival, which is commonly three days. The same is true for other religious holidays such as Holy Week, All Soul’s Day and Christmas/New Year season. In recent years, these travelers visit destinations of nearby provinces, maximizing vacation time and travel costs expended.

There are groups, however, who travel to undertake their yearly spiritual devotions (panata), which is comprised of church visitation, participation in processions, completing the Way of the Cross, etc. These groups go with family members, despite only one of them performing the religious obligations.

International

Balikbayans. These groups, mostly from North America, arrive as a family of four or five and sometimes, with a couple of Caucasian

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friends. Though they used to stay in their relative’s homes while in the country, the trend lately points to staying at inexpensive accommodation establishments (pensions, inns), where they can cook their own meals, entertain guests, etc. Further, they now travel out of their hometowns and visit other tourist destinations. In recent years, Boracay, Cebu and Davao have been favorites.

International Travelers on Packaged Tours. Visitors from major source markets who avail of packaged tours have matured from the usual city-to-city or inter-city tours to more nature-oriented or adventure-based experiences. In most instances, these destinations cannot accommodate high tourist volumes and therefore need ground handling prior to their arrival (pre-booking). For more high-capacity destinations (Cebu, Davao and Baguio, for example); however, tourists usually pre-arrange their accommodations, intra-country flights and airport transfers. The actual arrangements for tours, activities and transport are often completed upon arrival, although some popular scenic tours are included within a package booked in the source market. This type of travel used to be very typical of Westerners alone, specifically Europeans, but now the Japanese, Koreans and Hong Kong Chinese have adopted the same type of travel arrangements. The Taiwanese have kept to packages as these usually involve gaming. The Mainland Chinese, on the other hand, are still in the less mature stage of city touring and, therefore, stick to packaged tours as well.

Free and Independent Travelers. FITs are most often seen carrying travel guide books (Lonely Planet, Survival Kit to the Philippines, Action Asia) and at the tourism offices and establishments requesting information on destinations to visit, transportation to take and places to stay. They are mostly European who travel in small groups of three or four. Even in destinations where sites are almost unknown, they prefer to travel without guides from the area.

Expatriates living in the Philippines. Expatriates, mostly Westerners, have somehow adopted the seasonality travel patterns of the Filipinos as they follow the same work week schedule. Three-day weekends are usually spent for golf, jet skiing, scuba diving or simple rest and relaxation in exclusive resorts, of which their corporations are members. They travel by land, bring their own vehicle (jet-skis in tow) accompanied by co-expatriates and/or one or two family members. Longer holidays are usually spent in their own countries and timed with their periodic company vacations.

Scuba Diving. Recreational diving has been one of the more stable niche markets of the country. A decade ago, most of the divers were westerners making special arrangements through friends, the NTO and even directly with the LGUs for special dive arrangements and requirements. Currently, with the development of this sector’s organization and improvement of facilities and services, it now captures more North Asians, who avail of packages to Cebu, Bohol and

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Palawan. Sea flora and fauna are still the major draw, although some request for wreck dive sites.

Other Special Interest Travelers. These groups have been gaining ground collectively, although will not register significant volumes per niche.

Foreign mountaineers have been coming in trickles, mostly European. This may be attributed to the unavailability of trekking/ascend packages in the markets and at the same time, the difficulty in pre-booking expeditions.

There is a significant volume of foreign religious visitors who come for seminars, conferences, outreach programs or as part of their vocational duties. Though they confine their activities to religious undertakings during their stay, this market may be tapped as a potential leisure market after their duties have been fulfilled.

Tourists engaging in other nature-based activities such as bird watching, caving, and other similar, less popular activities have most often availed of these trips only as a secondary or coincidental purpose of travel.

2.5.4 Global Trends Affecting Tourism

Ecotourism Trends

In tourism circles, ecotourism and/or nature-based tourism have become widely acknowledged to be a valuable part of a destination’s product mix. Encompassing soft adventure, culture, activity, wildlife, village and rural tourism, ecotourism is based on the outdoors, usually in remote and unspoiled natural or cultural surroundings. This interest has come about largely because, over the past two decades, an awareness of the environment in which we live, a concern for the fragility of the planet, and an appreciation of traditional cultures has spread from the concern of a few to a preoccupation amongst many educated travelers.

As interest in personal fitness and sport has grown, and patterns of travel have changed from people who want to just come and look, to people who prefer to participate and understand. The world has become smaller, and improved accessibility, higher disposable incomes and increasing leisure time mean that more people expect to travel regularly. There is a trend for a number of "short break" trips during the year.

Many discerning travelers have "been everywhere" and the trend is for the mass markets to be fragmenting into niche and special interest markets seeking

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quality experiences with specific themes such as nature, wildlife or adventure. Wildlife viewing in Borneo, trekking in the Himalaya, and whale watching in New Zealand are the kind of holidays nature travelers take in the early 2000s. An important aspect to ecotourism trips is a concern for heritage and how local peoples live and interact with their cultural and natural environment.

Many visitors will pay well for a unique experience. Factors important to these fast growing market segments are that the products must be authentic and "real", there must be things to do and learn, and facilities must be relatively comfortable. Time is often a constraint so accessibility is important. Environmental and conservation concerns are paramount to these markets.

Nature seeking tourists are often in their 40s and upwards and traditionally come from Western Europe and North America with more recently from Japan. Other Asian nationalities are likely to follow the trend in the medium to long term. As a broad generalization, Europeans are observed to be seeking culture and lifestyle experiences, North Americans like wilderness and nature products, and Asian markets prefer to undertake specific activities in the outdoors. Specialized tour wholesalers and operators have emerged in source markets to cater to these travelers, offering a depth of knowledge of a destination and experienced guiding. NTOs in Asia and the Pacific region have dedicated many millions of dollars in promotion to attract these strong and lucrative market segments. Prominent examples include recent successful campaigns in Thailand, Malaysia, the Mekong Region and Australia.

Quality Tourism

There is a general trend towards quality throughout the travel industry as markets become more demanding, sophisticated and experienced. This means that today's travelers will pay for value enhanced products, but will seek value for money and quality services throughout the full range of tourism products, from budget to top end.

Independent Travelers (FITs)

Many of the world's growing FIT segments, some of whom are maturing away from the younger budget travelers, will also seek out nature tourism destinations, preferring a more flexible and individual style of travel but still demanding an authentic experience. Although some FIT segments may not wish to spend money on accommodation, research shows they will pay well for a unique ecotourism product or activity. With a significant ratio of inbound leisure visitors traveling independently without prior bookings, the Philippines is already experiencing and responding to this FIT demand.

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Regionalization

Taking a regional approach to tourism marketing by combining promotional efforts is now widely acknowledged as providing economies of scale, added value and sharing power unattainable by individual destinations. Advantages include the stretching of budgets, faster growth in destination awareness, greater media exposure, earlier product positioning, more effective branding and allegiance building, and more rapid penetration into target markets.

Domestic Tourism

The fostering of domestic tourism is widely recognized as a means of keeping the tourism revenue at home, upgrading living standards and achieving national objectives. There is a growing realization that international tourism can contribute recreational, sport, leisure and educational facilities to host communities.

2.5.5 Ecotourism Trends in the Philippines

For the past two or three years, ecotourism in the Philippines has slowly been gaining attention as a form or purpose of travel. The private sector noted that tourists from our major source markets have matured from the usual city-to-city tours to the more nature- or adventure-based type of experience.

Several products have recently been highlighted, but more for their better environmental or cultural-oriented practices, and less on the aspects of tourism. Nevertheless, these have been given some focus by private tourism product developers in coordination with their respective local government units.

Northern Palawan, for example, has always been tagged as the country’s last frontier due to its preserved marine life and unique limestone landscapes. Learning from the unfortunate experiences of other destinations that have been poorly developed, Palawan has focused its efforts to the conservation of these resources and has capitalized on them as their tourist attractions.

Several provinces throughout the country are now undertaking the same type of careful and well-planned development. The hindering factor, however, for their actual development is the lack of knowledge on product development (physical) and interpretation (experiential), collaboration amongst several stakeholders within the area and linkages with the other sectors of the industry, particularly with regard to promotions.

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Protected Area Visitors

To have an idea of the volume of tourists currently visiting ecotourism products, visitor counts to select protected areas, natural parks and other adventure destinations are taken into consideration. Latest statistics (1998) from PAWB show that about 572,000 domestic and 7,600 foreign tourists visited protected areas. Several of the sites, though nature parks, are highly urbanized and have been attracting excursionists and students on educational trips. For example, the Ninoy Aquino Parks and Wildlife Nature Center in Quezon City accounted for 63 percent of the total domestic visitor figures. Furthermore, in some areas visited by ETWG members, the monitoring visitor arrivals has been very relaxed and many visitors are left uncounted.

Therefore, a more detailed and categorized visitor count should be developed for better monitoring and study. The numbers in the Table 2-9 are likely, therefore, to be much higher.

Table 2-9: Total Visitors to Protected Areas of the Philippines 1995 to 2000

Number of Visitors TotalLocal Foreign Number of Income

Year Male Female Total Male Female Total Visitors Generated1995 N/A N/A N/A N/A N/A N/A 639,291 4,611,705.001996 323,901 328,300 652,201 4,445 4,010 8,455 660,656 4,623,124.001997 349,870 296,470 646,340 2,507 4,655 7,162 653,502 5,716,229.001998 317,003 254,765 571,768 3,805 3,798 7,603 579,371 5,298,533.501999 334,525 295,385 629,910 2,864 2,258 5,122 635,032 5,400,290.502000 301,679 262,007 563,686 5,447 4,335 9,782 573,468 5,725,618.20

Source: PAWB, DENR

Case Studies

Northern Palawan has been one of the favorite places for ecotourism, successfully beating market trends. Almost 10,000 tourists visited El Nido resorts in 2000, an increase of more than 100 percent over 1999 figures of 4,419. The top source markets are Japan, Korea and the domestic market. Next is North America, followed by Europe both of which have suffered recent downturns. Most travelers are within the ages of 20-39, equally distributed between genders and mostly stay for two nights. Even higher than the percentage of special interest travelers (divers, cavers, etc.) are honeymooners, who accounted for about 31 percent of arrivals in 2000, many of them from Korea. General leisure registered almost 43 percent.

Caving is another nature-based activity currently gaining popularity especially amongst domestic markets. Callao Caves in Pinablanca, for example, have been receiving a good share of visitors from nearby provinces of Kalinga and Isabela, especially pilgrims during Holy Week. Other months would register an average of 500 or 600 tourists, concentrated on weekends and holidays.

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Foreign visitors accounted for less than five percent of arrivals, mostly from North Asia and some from Europe. Caving activities are combined with river trip activities and a visit to the bat cave.

Olango Island sanctuary in Cebu is acclaimed for its migratory birds and "best practices" cooperation amongst all of the area’s stakeholders. Since it officially began its operations in January 1999, an estimated 800 to 900 tourists have experienced Olango, from a number of source markets led by Japan and North America.

Camiguin Island in Northern Mindanao (Region 10) is a popular destination due to its natural features and remote setting. Identified by Green Globe as an ecotourism destination, the province has been receiving a good volume of both domestic and foreign tourists. The latest Visitor Sample Survey indicates that it ranks among the top four destinations visited by domestic regional tourists. Europe is a major international source market, followed by North America. The bulk of visits are during the first semester of the year and include many pilgrims.

2.5.6 Implications for Ecotourism

The studies of general travel patterns and ecotourism trends in the global, regional and local scenarios, reveal that implications to ecotourism in the Philippines would be that:

The domestic market is the country’s main market for ecotourism. Though a lower yield market composed of student groups and young professionals, it can be banked on for a stable volume and less sensitive type of tourists.

A campaign is needed to raise awareness of environmental issues and Philippines ecotourism attractions to combat domestic travel’s strongest competitor, "malling" to attain long term management objectives.

Due to their strength, Asian visitors have the strongest market potential for ecotourism in the short to medium term, specifically Japan, Korea and Taiwan.

The traditional Western markets for ecotourism are likely to be more long-term in the Philippines due to the security situation.

Ecotourism products in the country are, contrary to common belief, available. Existing ones, however, need to be strengthened and enhanced, while new products have to be created, with sites better interpreted.

Destination circuit development has to be undertaken to be able to offer a more appealing package for tourists and to involve the private sector.

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2.6 TOURISM MARKETING

2.6.1 Government Marketing

Government marketing of tourism in the Philippines is coordinated by the Department of Tourism (DOT) and the Philippine Convention and Visitors Corporation (PCVC) and along four main lines:

Product research and development

Market research (statistics, reports and studies)

Formulation of communications and marketing policies, thrusts and marketing plan

International and domestic promotions

2.6.2 Product Market Research

There is a lack of quality information about tourism source markets within DOT and PCVC. The link between knowing market preferences and equating these with the appropriate tourism product remains weak. More information is also needed on specific activities undertaken during travel to the Philippines on source markets.

In 1991, after the completion of the Tourism Master Plan, the Office of Product Research and Development (OPRD) was internally realigned to handle specific regions in the country, i.e., Luzon, Visayas and Mindanao. However product research and design appears to have been given a lesser priority, second to product planning and destination development arising from the realignment of the OPRD’s functions.

Nevertheless, existing data are processed and combined into a marketing plan, wherein tourist-ready products are matched with potential markets. The plan also lays out the marketing policies, thrusts and directions to be taken per major market. No particular emphasis has been given to ecotourism.

Packaging

Whenever a potential site is deemed tourist-ready, an invitational familiarization trip is conducted amongst the members of the Philippine tourism industry, particularly the tour operators. They are taken on a trip to dry run or inspect the sites that are ready for selling, to directly coordinate with the

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destination’s tourism sectors (transport, accommodations, guides, etc.) and to come up with a package and price/rate ranges.

At times, when the product being newly offered is a re-packaging of an existing destination or a newly interpreted but current product, the packages are formulated by the DOT/PCVC and introduced to the tour wholesalers for sale and promotion.

Promotions

DOT and PCVC coordinate promotional events such as sales missions and trade fairs for destination selling. Private sector participants regularly form a consortium in order to evenly distribute the business generated.

PCVC participates in major trade fairs, such as Internationale Tourismus Borse (ITB) in Berlin, World Travel Mart (WTM) in London and Japan Association of Travel Agents (JATA) Congress in Japan, and other fairs in major markets. Multi-city sales missions often accompany these events. DOT overseas offices conduct sales presentations and sales calls to select tour operators.

Consumer promotions such as food festivals in hotel chains, Philippine holiday events (especially Philippine Independence Day), cultural shows and fiestas are also being conducted on a regular basis.

The PCVC conducts its Invitational Travel Program, in which members of the travel trade and media are invited on familiarization trips to visit sites in the Philippines, with the purpose of orienting front-liners and decision makers on the Philippines’ tourism products.

2.6.3 Private Sector Marketing

Private sector operators link promotional efforts with PCVC’s destination marketing at trade fairs, consumer events, sales missions and other promotional events. Two elected representatives sit in the PCVC Board of Trustees. Packaging and pricing is normally undertaken by the private sector. There are times when DOT PCVC requests special rates for product campaign launches, off-season selling, image crisis management, etc.

As profit-oriented entities, the private sector engage in marketing their tourism products and packages. Hotels and resorts, for example, tie-up with their chains for collective promotion efforts in target markets. Tour operators nurture direct links with tour operator counterparts abroad.

Aside from their own efforts with business partners abroad, the private sector generate business leads through participation in DOT PCVC-initiated endeavors.

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2.6.4 Market Images

With the country undergoing political and economic changes over the past 10 years, the volatile tourism industry and the destination image has kept its focus on general leisure and promoteable business travel such as conventions and incentives. Frequent changes in promotional campaigns have hindered the establishment of a strong tourism image for the Philippines. The main image being projected to the markets continues to be that of islands and beaches, supplemented by rich culture and history. Overcoming negative images associated with “girls, golf and gambling” remains a priority for DOT.

Many promotional campaigns did not have their full impact due to lack of funds and changes in the administration.

“Where Asia Wears a Smile” was the original DOT promotion that ran from 1973 to 1987.

"There’s a Fiesta for Everyone" projects the country as a year-round destination for festivals.

"Yes. The Philippines. Now." was used to anchor tourism promotions on the "new" Philippines after the 1986 People Power Revolution

"Fiesta Islands Philippines" projected the country as a cultural destination borne by its various festivals.

"Islands Philippines, Our Islands Have It All", launched in 1991 was probably DOT’s best and longest-running promotional campaign with sub-campaigns such as Dive Philippines, Golf Philippines, etc.

"Philippines: The Best of the Islands" was launched in 1996, for the APEC Summit.

"Rediscovery Philippines" was launched in 1998 focusing on the country’s culture and history as tourism’s best selling feature.

Despite that lack of resources, the "7000 Times More…" campaign was launched, and carried a more contemporary "digitized" look.

Currently, “WOW Philippines” is the promotional campaign on the Department. WOW, for Wealth of Wonders, uses four images: the tarsier, Puerto Princesa Underground River National Park, wreck dive site, and Boracay beach. In addition, the current “Volunteer 12” is aimed at tapping the seven million Filipinos working and living abroad as tourism promoters. This program is envisioned to further stimulate and boost visitor arrivals to the Philippines.

2.6.5 Competitive Destinations

Other Asian countries are the country’s competitors due to similarity in ecotourism products offered. In order to assess the level of these country’s involvement in ecotourism, several brochures from the main markets of

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France, United Kingdom, Australia and Japan were analyzed and similar products and prices compared.

In France, similar product offerings amongst the Philippines, Indonesia, Laos PDR, Nepal, India and Uzbekistan were mountain and volcano treks, and tribal village tours. The highest cost was FF18,700, while the lowest was offered by the Philippines with FF13,000 (Banaue Rice Terraces). The tribal village tour to the T’boli’s at Lake Sebu was tagged at FF13,500 non-peak FF17,500 peak. Between Indonesia and the Philippines, similar products are jungle treks and river-based activities (kayaking / banca rides). The Palawan package was offered at FF10,000 while Sulawesi was offered at FF18,400.

In Japan, Philippine packages are also competitively priced. There is a significant difference, however, in the type of product being sold. The Philippines offers Palawan’s Tagbanua Family’s Honey Hunting tribal life experience, while Malaysia offers a wider variety of products ranging from wildlife observation, cave exploration, and mangrove boat cruises. Despite Cebu being in the same brochure, there was no mention of ecotourism destinations such as the Olango Bird Sanctuary, Bohol’s Cambuhat, Loboc River Cruise or Chocolate Hills.

Australia, Malaysia and Indonesia are flooding tour operators with packages of different types of ecotourism and nature-based experiences: rainforests, jungle treks, safaris, tribal village tours, etc. Thailand offers nature appreciation, tribal village and elephant safaris; Vietnam offers culture whilst the Philippines trips consist only of the Sagada-Bontoc-Banaue circuit and the Chocolate Hills.

Feedback from the DOT office in the United Kingdom states that: "In the internal organizations of most tour operators in the UK, the Philippines is handled by personnel in charge of Vietnam, Cambodia/Laos PDR (which are regularly packaged with Thailand) and Africa. In short, the Philippines is looked at as "emerging and sometimes even unusual destination". Despite Vietnam’s lack of infrastructure, it is outpacing the Philippines in terms of attractiveness and "mystique". Even cruises to the Far East include more Vietnam than Philippines (Manila)".

In comparing the type of promotional materials distributed within the markets and the way their websites are developed, it is obvious that the Philippines is not within the same playing field as Malaysia, Thailand and Indonesia. These countries have come up with a nature-based branding of promotions, and have spun around from the traditional sun, sand and sea attractions. They are already on their second wave of products, with materials made exclusively for ecotourism destinations and packages, while the Philippines has yet to develop its base circuits, satellite destinations and activities.

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2.6.6 Ecotourism Marketing

Ecotourism in the Philippines is still in its infant stage. Membership or representation in ecotourism/nature-based organizations is negligible. Promotional activities conducted target the general leisure market, with occasional participation in dive shows.

There may be upcoming projects such as white-water rafting and other nature-based activities. However, inasmuch as the areas wherein these sites are located have relatively young tourism industries, local tour operators find some difficulty in coordinating tours and coming up with effective or profitable packages. The RECs through the DOT regional offices have to address the need to create awareness among local communities and forge collaboration with the private sector and other institutions to develop the areas for ecotourism.

2.6.7 Implications

Much has yet to be done in marketing terms to fully harness the as yet unrecognized potential of ecotourism. Programs should be designed in order to achieve the following:

A market information base for ecotourism could be established as a priority to further understand:

Tourist volumes and growth to specific sites and protected areas, and collectively, growth in tourist visits engaged in certain type of nature-based and ecotourism activity

Demographic profile of visitors

Other travel-related information such as travel arrangements, source of destination information, average daily expenditure, etc.

Information about current and potential ecotourism market segments

Further market segmentation details will be useful for both promotional thrusts and product development directions

Promotions specific to ecotourism, using a network of Key Sites, to refresh and focus the market image and attract higher-yield quality markets

There is a great need for the appropriate type of product development, in order for suitable products to be branded as an ecotourism site

For the same reason the ETWG was created, there could be an established network of linkages between destinations or sites, and the DOT and DENR for product development, enhancement and marketing, and with the private sector for packaging and promotions

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A data base and monitoring system is needed by which ecotourism marketing objectives can be compared to actual results to enable the modification of marketing directions and strategies, if required.

2.7 TRANSPORT ISSUES

2.7.1 Vision in the Tourism Master Plan

The Tourism Master Plan spelled out the policy of developing three development clusters (Luzon, Visayas and Mindanao) whereby each cluster should be served by one or two major international gateways and linked to a variety of satellite destinations. This required an adjustment of policy in the air transport sector where it hss necessitated the:

Adoption of a more flexible approach in approving inbound air inclusive charters and providing scheduled air services on the part of other carriers

Designation of new domestic and international carriers to service secondary airports in the country

Expansion of domestic and international terminal facilities

Deregulation of domestic air operations to foster greater competition on routes.

The Master Plan’s main thrust with water and land transportation was the upgrading and development of road connections between air and seaports, and tourism centers better known as the inter-modal transport system. Focus was also given to the development of inter-island cruising activities for foreign markets, and the improvement of domestic ferry services in the Philippines.

2.7.2 Current Situation

Major policy shifts in air, water and land transportation were initiated to address critical bottlenecks in trade, industry, tourism and investments. Development thrusts during the past five years have leaned towards liberalization and deregulation, resulting in the expansion of transport systems supporting regional growth areas, zones and corridors. The three original tourism development clusters have since been expanded to include: Laoag/Baguio, Clark/Subic, Manila, Cebu and Davao.

Air

The Philippines’ main international air access is through the Ninoy Aquino International Airport (NAIA) in Manila. NAIA is currently being serviced by approximately 34 airlines (see Annex __). Travelers can also enter the

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Philippines via Cebu City. The Mactan-Cebu International Airport handles both regular and chartered flights from Singapore, Hong Kong, Japan, Taiwan and South Korea while the Davao International Airport handles flights from Singapore and Manado, Indonesia. Laoag International Airport in North Luzon services flights from Taiwan, Hong Kong and Guangzhou.

Philippine Airlines (PAL) the national flag carrier, services a route network of 18 on line points in 12 countries, and seven points in four countries on joint service basis with other airlines. This includes daily services from Manila to San Francisco, Los Angeles, Hong Kong, Tokyo and Singapore.

In terms of weekly air seats, the Philippines lags behind ASEAN neighbors. In 1999, the Philippines had 106,657 weekly air seats, lower than Malaysia (299,409), Thailand (310,491) and Singapore (359,314).

Liberalization of the aviation industry in 1995 opened new domestic airlines and established new international airlines that now service routes once dominated by Philippine Air Lines (PAL). The progressive liberalization policy adopted has proven to be beneficial, especially in the domestic sector. The traveling public now enjoys several choices in airlines and lower fares as a result of increased competition. The number of domestic air passengers grew by an average of 5.37 percent from 1996 to 2000.

In terms of infrastructure, the opening of the NAIA Terminal II decongested the old terminal and the NAIA Terminal I. The runway of Davao International Airport was upgraded and lengthened and can now accommodate larger aircraft.

In general, direct air access to some of the more remote but popular ecotourism areas (such as El Nido, Palawan, Siargao Island and Batanes Islands) has improved along with improved linkages between air and sea transport schedules.

Water

The liberalization and deregulation of the shipping industry de-monopolized and expanded services, benefiting both passengers and operators. The domestic shipping industry has been through a major improvement, enabling Philippine seas to be traversed by bigger, faster, more sophisticated and reliable vessels. The private sector responded by replacing their fleet, and upgrading and replacing alternative services such as fast ferries and luxury liners. However, more stringent safety regulations for the vessel, the crew and shore management are needed.

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Land

Road access to ecotourism sites has improved in the last decade. Donor agencies have been largely responsible for funding improvements to the Philippines’ highway network. Access to and within the five major hubs has led to a noticeable increase in use in some areas, for instance, Subic Bay and Batangas.

2.7.3 Future Plans

The Medium Term Philippine Development Plan (MTPDP) for 2001 – 2004 outlines the future prospects in the transport system.

Air

The country’s accessibility to visitors will be improved by negotiating more and better air service agreements (ASA) with partner countries to increase weekly air seat capacity to levels at par with ASEAN neighbors. Air carriers of countries with which the Philippines has bilateral ASAs will be encouraged to maximize utilization of their entitlements. A “trigger mechanism” will be institutionalized to facilitate the operationalization of additional seat capacity beyond the entitlement allowed in the pertinent ASA. This will automatically allow an airline already operating at an average load factor of 70 percent to add more seats to immediately respond to demand increase without the need for renegotiation.

The upgrading of domestic airports to international standards will improve domestic linkages.

Water

Major port development and modernization projects will be undertaken during 2001-2004, particularly in Batangas, Iloilo, Davao, General Santos, Zamboanga, Manila North and South Harbor, as well as Cagayan de Oro, Capiz and Albay.

Land

Local roads shall be planned and developed to complement national roads, especially in improving access to priority tourism areas.

2.7.4 Implications for Ecotourism

Improved international air access linkages

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Proximity of regional airports to ecotourism destinations/national parks

Availability of fast ferry services

Frequency of scheduled flights, shipping and bus trips

Upgrading of transport services.

2.8 ACCOMMODATION ISSUES

2.8.1 Tourist Facilities

Tourist accommodation facilities in the Philippines range from economy and luxury hotels and resorts with complete amenities, to budget tourist inns and family-run home stays.

As could be gleaned from Table 2 – 10, the total number of accommodation establishments increased form 2,281 in 1994 to 3,816 in 1998, or a growth rate of 67.29 percent. The hotel sector increased by 49 percent, resort sector by 145 percent while tourist inns and apartels grew by 32 percent and 34 percent, respectively. Of the total accommodation establishments in 1998, hotels accounted for 45.49 percent, resorts for 34.51 percent, tourist inns for 17.35 percent and apartels 2.65 percent

Table 2-10: Types of Accommodation in the Philippines 1994 and 1998

Hotels Resorts T. Inns Apartels0

500

1000

1500

2000

Hotels Resorts T. Inns Apartels

19941998

Source: DOT

This expansion of the accommodation sector can be attributed to growing demand for hotel accommodation during the period due to increased visitor traffic. The holding of various events such as the APEC in 1996 also called for the modernization and expansion of hotels particularly in Metro Manila. With the declaration of Visit Philippines Year in 2003, existing accommodation establishments are expected to expand and upgrade facilities while new entrants are anticipated.

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In terms of regional distribution, data from the tourism situation reports of the DOT regional offices (reference Table 2 – 11) show that the National Capital Region (NCR), Central Luzon (Region III) Southern Tagalog (Region IV), Western Visayas (Region VI), and Central Visayas (Region VII) account for the greatest number of accommodation establishments. The hotel sector is largely concentrated in the Metro Manila area, reflecting its role as the national capital and main international gateway. The resort sector is generally dispersed outside Metro Manila with Regions IV, VI, VII and XI accounting for the most number of resorts.

Table 2-11: Accommodation by Region

Region No. of Establishments

NCR 208CAR 187I 95II 142III 371IV 213V 116VI 401VII 203VIII 73IX 38X 89XI 193XII 58XIII 69

TOTAL 2,445Source: DOT

Research has indicated domestic travelers’ selection of hotels and other lodging facilities is affected mainly by three factors: competitive pricing; availability of facilities and services and type and extent of free services (i.e., local calls, continental breakfast, etc.)

While tourist accommodation facilities are generally available in the country’s main destinations, facilities within and around ecotourism sites such as protected areas are very few, if any. Of the more than 200 protected areas identified by the Department of Environment & Natural Resources, only a few offer basic lodging facilities, while some are limited for use of the park’s staff. Ecotourism lodges, as seen elsewhere in Asia (e.g. Nepal) do not exist to the same extent in the Philippines. However, villages around these areas sometimes offer home stays for the more adventurous travelers. A limited

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number of camps and cabins (for instance, Eden Resort near Davao City) in semi-natural settings have been developed over the last five years.

2.8.2 Implications

With the growing interest in ecotourism in the Philippines, the following needs consideration:

Careful planning for the construction of accommodation in or near Key Sites;

There is a need for sensitive, creative local design for accommodation in ecotourism areas;

The Homestay Program of the DOT is further encouraged; and

Linkages between the DOT and LGUs for licensing and accreditation standards should be strengthened.

2.9 SUPPORT SERVICES

To ensure the safety, comfort and convenience of visitors to ecotourism sites, development of support services and the establishment of basic utilities such as water, electricity, sewerage and garbage disposal are needed.

2.9.1 Utilities

Approximately 40 percent of areas along major highways leading to ecotourism sites are well served with public telecommunication facilities. The advent of new telecommunication technology such as cellular phones has provided access even in remote areas of the country. Currently, satellite phones are also being introduced at a reasonable cost to cover remote areas.

Electricity is available in densely populated areas. Due to high power costs, the distribution of electricity in remote areas is limited. The government is seeking to address this issue through the privatization of the National Power Corporation and, thus, the generation, distribution and supply aspects of the electric industry.

Water supply service in far-flung areas such as national parks and other ecotourism sites is limited to levels 1 and 2 such as spring boxes and small water impoundment. Most of the existing ecotourism sites do not have established sewage systems.

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2.9.2 General Tourist Information

Maps and guidebooks for tourists are distributed in various tourism information counters and hotel lobbies as well as the regional offices of the DOT. Other guidebooks such as Lonely Planet, Action Asia Adventure, Philippine Guidebook and the like can be found in major bookstores. In general, there is a lack of specific information on ecotourism areas for visitors in the Philippines.

2.9.3 Rescue and Medical Services

Organized professional and volunteer rescue services in the Philippines is in the early stages of development. The National Disaster Coordinating Council spearheads rescue operations during national emergencies and calamities. Other organizations such as the Philippine National Red Cross, 505th Rescue Team (under the Philippine Air Force) and others provide rescue services. The Bureau of Fire and Protection is in the process of institutionalizing rescue operations under its special units in the provinces. Currently there are five established rescue centers in Subic Bay, AFP Medical Center in Manila, Cebu, Cavite and an Evacuation Assistance Center in Pasay City.

Some ecotourism-related activities like diving, safety standards are taken seriously. Most resorts have good equipment and well-trained instructors and dive masters. Currently, there are three recompression chambers in the country, in Manila, Subic and Cebu, while a fourth one in Batangas has been proposed.

Health care systems in the Philippines are generally good and with reasonable fees. Metro Manila offers world-standard medical facilities (Makati Medical Center in Makati and St. Luke’s Hospital in Quezon City are generally acknowledged as the best in the country). Major cities outside Metro Manila have well-equipped hospitals and can diagnose and treat most injuries and illnesses. Provincial capitals have hospitals with basic equipment and supplies that are adequate for minor cases. Most municipalities have Rural Health Units that are usually staffed by a doctor and a nurse, though several towns may share one doctor in remote areas.

2.9.4 Security

A major issue concerning the development of ecotourism in the country is security. Events such as the Sipadan and Palawan kidnappings and the terrorist attacks in the US have led to an increase in security operations in most large urban areas and key tourism destinations.

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2.9.5 Implications

There is a need for additional rescue operations and standard operating procedures in case of emergencies and accidents for ecotourism activities such as climbing, caving, rafting etc.

Additional recompression chambers are needed in dive destinations

Establishment of observation platforms, view decks and tourism information at ecotourism sites

Establishment of ecologically sound garbage and sewage disposal systems in ecotourism sites particularly in remote areas

Strengthened/ institutionalized linkages and coordination with authorities with regard to security.

2.10 IMPACTS

2.10.1 Introduction

This section briefly reviews the current state of knowledge and practice associated with socio-cultural and economic impacts of ecotourism in the Philippines. A case study approach has been adopted to illustrate the salient positive and negative features of ecotourism impacts as they occur in the Philippines. Implications for this strategy have been drawn from the case studies.

2.10.2 Environmental and Socio-cultural Impacts and Tourism

The 1991 Tourism Master Plan reported that the Philippines natural and cultural environment have been substantially altered by human activity. Much of the forests cover in the mountains and foothills has disappeared, a considerable proportion of the coastal mangroves has been removed to make way for fish farming, while over-fishing is threatening to reduce the diversity and stability of the area’s coastal marine resources. These issues are inextricably linked to poverty, over population and competing land uses.

To illustrate the practical and positive impacts that can arise from ecotourism, the following case study examples are presented. There are also a number of practical examples that illustrate the importance of managing potential adverse impacts and learning lessons from these experiences.

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Olango Birds and Seascape Tour (OBST)

Olango Island, situated 5.5 kilometers east of Mactan Island in the province of Cebu is a protected wetland with international importance due to the high number of migratory bird species. With assistance from USAID, the Coastal Resource Management Project (CRMP) of DENR, Olango Island Bird and Seascape Tour was developed since 1997 as a community-based tourism development that provides alternative livelihood for island residents.

Over 1,000 tourists have taken the Birds and Seascape Tour since operations started in 1999. The tour is managed and operated by the community who formed themselves into a cooperative. The project facilitated the organization and empowerment of two villages to participate in identifying management goals, priorities and policies on their natural environment, make representations to LGUs and visiting organizations.

Because of proper planning and coordination with the communities, the project has been successful in making the community become real stewards of protecting their environment, and created pride and self respect in promoting their area as an ecotourism destination while at the same time generating economic gains.

Tubbataha Reef

One of the best destinations for scuba diving in the country, the famous Tubbataha Reef also inscribed in the World Heritage List can generate around P1.6 Million in fees and permits for its three-month dive season. Good management has engaged the active participation of various stakeholders in protection and tourism, supported by WWF KKP, LGUs and other concerned agencies, to ensure the sustainable use of the marine resources. A participatory management style has established local enterprises for the community through the development of micro-credit systems.

Donsol Whale Shark Encounters

Whale sharks are the largest fish in the world and grow up to 60ft. in length. Congregating in the coastal waters of Donsol in Sorsogon, whale sharks are threatened because of the strong demand for their meat and fins. In 1998, WWF Kaban Kalikasan ng Pilipinas (KKP) introduced the concept of ecotourism to the community to promote the protection of whale sharks as well as derive local benefits therefrom.

Ecotourism activity in Donsol has created an awareness to conserve the whale shark amongst the local community, and contributed to a national conservation strategy. However, significant local benefits have yet to devolve to the community due to competition between village operators and a low profile in the market place. Whale shark hunting in other parts of the Philippines and

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overseas threatens the future of the resource, yet based on global trends in marine mammal watching, Donsol has substantial potential to be a ‘must-do’ for nature and adventure travellers.

2.10.3 Economic Impacts and Ecotourism

There are many community-based tourism projects and resort developments that have created positive economic benefits for local residents. Selected case studies illustrate this:

Pinatubo Community-based Trekking

Trekking to the crater lake of the Pinatubo Volcano is a popular ecotourism activity that has provided economic opportunities to the residents of Brgy Sta. Juliana in Capas, Tarlac Province. A DOT-organized community-managed visitor center makes arrangement for guides and porters to include local Aetas. Estimated visitor arrivals range from 200 to 300 persons monthly, with an average expenditure of P2,000 per tourist. The bulk of the amount that tourists pay directly to the community cooperative goes to transportation, food, porters and guides, and community and environmental fees.

Bais Dolphin Watching Tours

The Bais Dolphin Watching tours from Bais organized by Bais City LGU in the Tañon Strait has successfully brought revenue to local communities. Started as an environmental education exercise by marine biologists, the dolphin tours’ office now takes reservations, charters boats, arranges guides, and monitors the marine mammal activity. Five specially converted pump boats (two LGU-operated and three privately owned) are available daily throughout the year. The average percentage of dolphin sightings by visitors is very high (over 90 percent) and whales can also be sighted several times per month. In 2000 the operation handled a total of nearly 7,000 tourists of whom 251 were foreigners (USA, Korean and Japanese providing the highest numbers). Revenue from the tour operation has shown consistent growth since inception in 1996, with a gross of over P1.8 million received in 2000.

El Nido Resorts

Larger scale resort developments that adhere to principles of ecotourism are an effective and sustainable means of providing benefits to the community. Ten Knots, a company that operates two resorts in El Nido, have created a symbiotic relationship with the community. The project established the El Nido Foundation that helps the community develop a variety of business opportunities including its own capacity for attracting and supporting tourism.

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The El Nido Foundation was established in 1994 to provide financing assistance for small cooperatives and micro-enterprises and has since granted loan assistance of P2 million to 500 beneficiaries either individual, working groups or associations. Typical projects of the Foundation for the community include small retail stores and stalls, and high intensive farming techniques to increase productivity to supply the demand for fresh food required by the resorts.

One of El Nido Foundation’s beneficiaries, Ms. Susan Lualhati said, “… it has helped the community and the environment by enhancing the ability of the local people to share the benefits of tourism. Now, the link between economic development and environmental protection is obvious to all of us.”

Puerto Princesa Underground River National Park

In 1996, total visitors to the Park were 25,064 with 76 percent domestic and 24 percent foreign nationals. By 1997 the park have increased its annual numbers of tourists visitors by 59 percent to 39,979 visitors. Visitors contributed P3,722,400 in tourism revenue from cave entry, park entrance and cottages. Other benefits generated by tourism go directly to business operators in the area.

2.10.4 Implications

Tourism can generate both positive and negative impacts on environmental and socio-cultural values. Successful ecotourism is likely to occur in the Philippines when:

Communities have been involved from the initial stages;

Partnerships with tour operators and resorts have been formed with the local community;

The financial return is an effective incentive to protect the resource base.

2.11 HUMAN RESOURCE DEVELOPMENT

2.11.1 Overview

In 1998, employment in the tourism sector reached 3.37 million, an improvement by 32 percent of the total employment generated in 1994 of 2.55 million. Of this total, the transport sector had the biggest share with 80 percent, restaurants and similar establishments 15 percent, hotel and lodging

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services sector accounted for 4 percent, and travel agents, tour operators and tour guides with 10 percent.

Table 2-12: Employment by Sector 1994 and 1998

1994 1998Tourism Sector Total Male Female Total Male FemaleHotels & Lodging Services 102,755 67,221 35,531 116,835 76,433 40,222Restaurants and otherestablishments 385,623 223,777 161,846 528,582 306,736 221,846Transport 2,062,647 1,821,431 241,216 2,720,008 2,401,916 318,092

Travel Agents, Tour Operators & Tour Guides 2,759 1,658 1,102 3,639 2,186 1,453TOTAL 2,553,784 2,114,087 439,695 3,369,064 2,787,271 581,613

Source: _______________

Tourism manpower training in the Philippines is provided by a mix of public training institutions, such as the Asian Institute of Tourism (AIT), private schools, and in-house training facilities at hotels. Vocational and skills training courses are offered by various training institutions. The Technical Education Skills Development Authority (TESDA) offers training and certification for hotel and restaurant industry entry-level positions.

Human Resource Development is addressed in the Tourism Master Plan. The restructuring of the Hotel and Restaurant Industry Board to the Tourism Industry Board Foundation, Inc. (TIBFI) was completed. It covers all sectors of the industry and, thus, gives the Board powers to ensure timely availability of resources, efficient training centers and trainers.

2.11.2 Training Standards

Aware of the need to set minimum standards for training programs and trainers, the TIBFI has formulated standards that are currently being used for accreditation by the DOT. The establishment of the Hotel Tourism Institute of the Philippines (HTIP) as the regional training center for the National Capital Region was also accomplished. The arrangement developed by the DOT whereby it provided the school building and the Hotel and Restaurant Association of the Philippines (HRAP) as HTIPs manager and operator will be adopted in the establishment of regional training centers in tourism centers in Baguio, Cebu and Davao.

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The achievement of the recommended training programs and institutions to address the human resource requirements of the industry can be attributed to the active participation of relevant government agencies, non-government institutions and the private sector.

As ecotourism becomes increasingly popular in the country, it is imperative to address the human resource development in this respect. Specialist skills and safety standards relating to ecotourism activities such as caving, trekking, scuba-diving, rafting and the like need to be considered.

2.11.3 Training Needs

Some of these training needs were identified during the Tourism Related Industry Conference held last August 2001 while some were summed up during the regional ecotourism stakeholders’ workshops. Priorities included:

A need to upgrade tourism establishment of trends and technology in skills and development

More awareness is needed nationally in areas contributing to efficiency and productivity such as Sanitation and Hygiene and Food Safety

Lack of trained specialized guides

Design training module for special eco-guides (i.e. mountaineers, cavers, katutubo guides, rafters, village guides)

Lack of trained personnel to attend to emergency cases

Conduct training-seminars on first-aid, rescue operations and disaster preparedness for LGUs and tourism establishment owners

Need for training of local guides such as boatmen, calesa operators to provide quality service to tourists

Lack of awareness by LGUs and communities of the nature and benefits of tourism, and the requirements and processes for tourism development

Conduct Tourism Awareness Programs

Undertake Customer Service Seminars for front liners (including tricycle drivers, boat operators)

Preservation and sustainability of indigenous skills for local crafts and products (weaving, woodcraft, shellcraft, basketry, native food preparation, use of abundant local materials), especially with regard to international market design.

Poor facilities and delivery of hotel and restaurant services due to unskilled workers particularly waiters, bartenders, housekeepers and room attendant services

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2.11.4 Associations and Clubs

Various ecotourism associations and adventure sports clubs have been organized since the advent of ecotourism in the country to provide training for members (e.g. rock-climbing, boardsailing, mountaineering, scuba diving, rafting).

The DOT has developed training modules for mountain guiding and cave guiding. To date, a total of 257 mountain guides and cave guides have participated in seminars conducted in Kalinga, Banaue, Tuguegarao, Kidapawan and Bacolod.

The DOT conducts relevant training programs all over the Philippines (e.g. home stay programs, ecotourism awareness programs, seminars for boatmen, etc.)

The development of modules and guidelines for standardization of water-rafting skills is under process by the DOT in coordination with water-rafting associations.

2.11.5 Implications for Ecotourism

Substantial employment and jobs as well as livelihood opportunities can be generated from ecotourism. However, based on the foregoing assessment the following need to be instituted:

Training program needed for specialist guides

Marketing and design for traditional handicraft makers

Training and safety standards ecotourism activities.

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3 STRATEGIC FRAMEWORK

3.1 PUTTING THE PIECES TOGETHER

The Situation Analysis chapter highlights needs and opportunities for ecotourism development in the Philippines by taking apart the component parts of tourism and examining each in relation to ecotourism. The objectives of this chapter are to put the component parts together again and to explain the ETWG’s preliminary conclusions about the broad, strategic ideas that should underpin the NES. The strategic ideas presented in this chapter were discussed at the National Ecotourism Planning Workshop in November 2001 as a preliminary “strategic framework” for the NES.

By presenting the proposed strategic framework as one continuous whole, the EO 111’s call for an integrated strategy is addressed. The framework attempts to present the strategic ideas in a logical flow and to illustrate the interrelationships involved. Eventually, these ideas will be expanded on in detail in the NES. In this Preliminary Draft, outlines only are presented later in Chapters 4 to 8.

While the following “Preliminary Strategic Framework” section is presented in a positive tone, it nevertheless remains tentative. There is ample opportunity to amend the framework after feedback from the next round of consultation led by the RECs.

3.2 PRELIMINARY STRATEGIC FRAMEWORK

Government Support for Ecotourism

The Government has clearly demonstrated its willingness to take radical steps to foster ecotourism through its actions to date towards implementing EO 111. Establishing the NEDC, NESC, ETWG and RECs has involved commitments from many government agencies. The concept of a formal partnership between government’s resource managers and government’s tourism planners, as mandated in EO 111, is unparalleled in other countries. It is an excellent base on which to build a strategy.

Continuing strong government support will be fundamental to developing and promoting ecotourism. While there is widespread public enthusiasm for ecotourism, it is not yet a major political issue. Ideally, ecotourism and the NES should have a prominent political champion, someone able to create a sense of urgency and establish the political will for a concerted effort to foster ecotourism.

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At the government agency level, the realities of limited funding must be accommodated. However, much can be done without large budgets by merely focussing and coordinating effort of many agencies. In this regard, the NES will not only serve as a guidebook for the future work of the EO 111 bodies, but it should also focus the efforts of many other potential contributors to the ecotourism cause. The final NES will contain lists of priority supporting actions by other individual stakeholder groups, including government agencies as well as non-government organizations and potential donors. These lists will have been negotiated with each stakeholder group.

Ecotourism for the Philippines

For the purposes of this strategy, ecotourism is not viewed as merely an imported concept. While the term and the basic idea came from overseas, the sustainability of the NES rests with its direct relevance to the real needs and opportunities in the Philippines. In this sense the emphasis of the NES will be on “ecotourism for the Philippines”, not “Philippines for ecotourism”.

The Bohol Congress’ Ecotourism Definition (see Section 1.3) established that, in the Philippines context, ecotourism will take place in both natural and cultural heritage areas. As settings for ecotourism, these areas will require careful management. The activities associated with ecotourism will contribute to environmental education, including fostering awareness of environmental problems. Developing ecotourism will involve the empowerment of local communities to participate in and benefit from tourism. Ecotourism will also be a product that satisfies visitors.

The ecotourism agenda for the Philippines is to make the ideals embodied in the Bohol Congress’ Ecotourism Definition come true.

General Strategic Approach

An approach is envisaged that is both “top-down” and “bottom-up”. The “top-down” element will be government-led with the overarching aim of refocusing, recombining and coordinating government initiatives across a range of agencies. The “bottom-up” element will recognize the grass-roots and private sector aspects of ecotourism and aim to create mechanisms for nurturing ecotourism development through community initiatives and local entrepreneurs.

This approach conforms to the Bohol Ecotourism Policy Statement (See Section 1.3), which implies that the state should lead the development and promotion efforts, using ecotourism as a tool for sustainable development. The “integrating system” called for in the Bohol Ecotourism Policy Statement will focus initially on nurturing development. Later the focus can switch to sustaining viability.

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Focussing Stakeholder Efforts

The foundation of the “top- down” elements will be a system of “Key Ecotourism Sites.” These will provide the focus for all government-led initiatives under the NES. Key Sites have been chosen (as yet tentatively), based on national selection criteria prepared by the NESC, through a process involving extensive regional participation lead by the RECs. Once approved by the NEDC, Key Sites will be the subject of a campaign of ecotourism advocacy by the EO 111 bodies.

From within the Key Sites, some have been selected as “Banner Key Sites”. These will be the flagships of Philippines ecotourism, providing the leading images for promotions to both international and domestic tourist markets. In addition, a further group of other sites have been identified as “Emerging and Potential Key Sites”. These will qualify for regional priority for development assistance and will be recognized as candidates in the medium and long term for elevation to Key Site status.

The EO 111 bodies will administer this Key Site system, re-evaluating the list of Key Sites from time to time.

Advocacy of Ecotourism in the Key Sites

The EO 111 bodies will intensively promote the Key Ecotourism Sites concept and act as advocates for ecotourism in the Key Sites. This will involve identifying cost-effective measures to stimulate and manage ecotourism development in Key Sites and drawing the attention of government agencies at all levels to ways the agencies can assist. This advocacy role will become a primary activity of the EO 111 bodies, particularly the RECs. RECs will seek sponsorship and contributions in kind from ecotourism supporters to fund their advocacy activities.

Ecotourism Development Program

As called for in EO 111, a Government-funded Ecotourism Marketing and Development Program will be introduced. The funding base for this program will be a modest allocation from within the annual budgets of DOT and DENR. In addition, donor interest will be sought, particularly from international agencies interested in ecotourism and conservation.

DOT will plan, fund and implement the ecotourism marketing component of the Program, with the aim of dramatically raising the profile of Philippines ecotourism in both international and domestic markets. DENR will plan, fund and implement the ecotourism development component of the Program, focussing exclusively on the careful development of appropriate types and styles of ecotourism in areas protected for natural and cultural values.

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The two departments will closely coordinate their activities at meetings of the EO 111 bodies.

Standards and Accreditation

The two departments will also coordinate closely, through the EO 111 bodies, in the task of assisting the evolution of industry standards for ecotourism and systems of accreditation of ecotourism operations.

The process of setting of standards will begin with safety regulations and general operating guidelines for specific activities – eg caving, diving, river rafting, whale shark viewing etc. This work, some of which is already underway, will involve extensive consultation and partnership with appropriate industry associations where they exist. DOT/DENR cooperation in this area will combine DOT’s legislative mandate to oversee tourism standards with DENR’s ability to insist on compliance as a prerequisite for ecotourism operations in protected areas.

Defining standards of performance for government agencies will be a separate initiative, involving the adoption of a custom designed system of best practice for activities such as interpretation and visitor management in protected areas and in ecotourism guiding. Once again, a combined DOT/DENR approach will be taken with coordination by the EO 111 bodies.

Accreditation will be undertaken on a regional basis led by the RECs, according to national guidelines established by NESC. The aim of accreditation will be to determine whether operations (community-based, private sector, NGO sponsored or government-led) meet the criteria of “ecotourism”. The driving rationale for accreditation will be eligibility to participate in the various programs of the NES.

Fostering Grass-Roots Initiatives through Funding

The “bottom-up” components of the NES will be spearheaded by a development funding facility (tentatively) called the Ecotourism Development Fund. At present this is envisaged as a facility with a fixed life. Its aim will be to stimulate worthy models of ecotourism development by providing funding to ecotourism projects throughout the Philippines (ie not only in Key Sites). International and bilateral donor agencies will be invited to support the fund.

The vision is that the Fund will be a source of contestable matching funding for ecotourism projects within Key Sites. A NEDC appointed Committee of Trustees could oversee the Fund. The EO 111 bodies, specifically including the RECs, will make funding allocation decisions.

Eligible projects may be community-based, private sector initiated, NGO sponsored or LGU-led. Projects must be accredited as “ecotourism” by the

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appropriate REC. Eligible projects may apply to the Fund for up to 50% of funds required for specified activities. The Project must have already raised the other 50%. Eligible activities will range from product development, training and marketing. Donors may be identified with the matching funds provided to specific projects.

Building Professionalism

The second major plank of the “bottom-up” component of the strategy is a program of networking. To be led by the ETWG, the Philippines Ecotourism Network (tentative name) will start simply as list of e-mail and postal addresses of individuals and organizations actively involved in or keenly interested in ecotourism. E-mail bulletins and simple newsletters will begin the networking process. Ultimately, other means to share information, including a web-site may be introduced. The primary rationale of the network is as a mechanism for sharing experiences and, thus, building professionalism.

Engaging the private sector and grass roots projects will be a key focus initially. Networking within sub-groups will be encouraged. Once an effective two-way communication is established, the network can become a means to spread information and to identify worthy models. A long-term goal will be to establish the network as a means to deliver technical assistance to projects at grass-roots level.

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4 KEY ECOTOURISM SITES

4.1 THE KEY SITE IDEA

The idea of the Key Ecotourism Sites is to select a number of locations and products that will be the focus of government attention in the development of ecotourism in the Philippines. Key Sites need to be exceptional in some way, in keeping with the definition of ecotourism, and be prepared for visitation. They will be the focus of both marketing and product development.

In some cases it may be possible to link the Key Sites to form a travel itinerary, especially where the attractions and activities go together well and can be packaged. An example of such packaging may be a diving trip or short excursion to view wildlife included as part of a general sightseeing tour.

Amongst the Key Ecotourism Sites a small number of Banner Sites have been selected. These are destinations of exceptional image-setting potential. Banner Sites will be used in positioning the Philippines as a credible ecotourism destination in domestic and international markets.

A number of Emerging and Potential Key Sites have also been selected as a second tier of sites. These have the opportunity to be Key Ecotourism Sites in the future, but are not yet ready or positioned for development and/or marketing.

4.2 KEY SITE SELECTION PROCESS

The identification and selection of ecotourism sites in the Philippines was undertaken through a participatory process at the national and regional levels.

A set of criteria and process for selection evolved during the regional consultation workshops and deskwork undertaken by the NESC and ETWG. . The methodology involved a two-tiered process using specific indicators to determine the appropriateness and viability for developing ecotourism.

The First Level evaluation, which uses a scoring system based on relative weights in percentages, assessed sites and product/s according to their:

Natural and/or cultural features (35 percent)

Availability of ecotourism product/s (35 percent)

Level of social/ political support (30 percent).

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Natural and cultural features refer to the uniqueness of a site as well as the richness and significance of its resources. Eocotourism products are resources and activities that can be developed and promoted that will generate employment and livelihood opportunities for local people. Social and political support pertains to the participation of the community and cooperation of government, private sector and non-governmental organizations to forge linkages and networks towards the implementation of plans in close consultation with community.

The Second Level evaluation is priority-setting based on an assessment of the market demand and future benefits to the community and visitor. Specifically, this level includes an assessment of the following with corresponding suggested weights:

Accessibility of the site from major international and domestic gateways and tourism flows (10 percent)

Current market demand from international and domestic visitors, including the potential appeal to these markets (30 percent)

Availability of visitor facilities and services (25 percent)

Local benefits accruing to the community through livelihood and employment opportunities (30 percent)

Peace and order, security and safety (5 percent)

The relative weights for the First Level criteria were assigned by the NESC and ETWG to ensure unilateral application of the criteria by the RECs. The assignment of relative weights for Second Level criteria was made by the RECs according to specific circumstances of the regions. These levels of evaluation served as a basis for the RECs to determine the Key Sites, Banner Sites as well as the Emerging and Potential Key Ecotourism Sites . The results were brought to the National Planning Workshop where all the sites were compared and finally selected based on four regional clusters. The clusters represent the four main groupings of regions that share a common major gateway. They consist of:

Northern Luzon Cluster - Regions I, II, III, CAR (Laoag and Subic/Clark gateways)

Southern Luzon Cluster - Regions IV, V, NCR (Manila gateway)

Visayas Cluster – Regions VI, VII, VIII (Cebu gateway)

Mindanao Cluster – Regions IX, X, XI, XII, CARAGA, ARMM (Davao gateway)

The list of Key Sites underwent further analysis by the ETWG in order to rationalize the regional distribution of sites and to ensure that quality sites were put forward. These adjustments were presented for final approval to the NESC.

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The Key Ecotourism Sites identified in the NES will serve as the basis for ecotourism development in the Philippines. Detailed interventions at each site will be included in the Action Plan.

4.3 KEY ECOTOURISM SITES AND BANNER SITES

*INSERT MAP OF KEY AND BANNER SITES

Twenty-seven (27) Key Ecotourism Sites and therein fourteen (14) Banner Sites for the Philippines were selected as shown in figure

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4.4 EMERGING AND POTENTIAL KEY ECOTOURISM SITES

Sixty-four (64) emerging and potential Key Sites were selected as shown in figure 4 – 2.

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4.5 LINKING KEY ECOTOURISM SITES

The idea of linking the Key Sites through tour itineraries and packages was explored in detail at the National Planning Workshop. The aim of this exercise was to look for ways in which regions could enter into joint marketing or product development initiatives. This could overcome the fact that visitors do not make travel decisions based on regions but more on what products are on offer, the cost and the time involved in moving from one place to the next.

These Key Site itineraries are listed below. Feedback will now be sought by the RECs, especially from the private sector operators and travel agents, as to the feasibility and likely success of these itineraries.

In terms of planning, further linkages can be sought via the Philippines Ecotourism Network, which aims to facilitate exchanges of technical assistance, familiarization trips and joint promotions.

*INSERT FOUR MAPS OF EACH OF THE FOUR CLUSTERS SHOWING ITINERARIES AND LINKAGES DECIDED AT THE NATIONAL PLANNING WORKSHOP.

*LIST SUMMARY LIST OF CLUSTER-LEVEL TOURS THAT EMERGED OUT OF THE NATIONAL PLANNING WORKSHOP.

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5 ECOTOURISM MARKETING AND DEVELOPMENT PROGRAMS

5.1 COORDINATING AND FOCUSSING GOVERNMENT EFFORTS

Government-led efforts to develop and promote ecotourism will focus first on the Key Sites. The EO 111 bodies and the DOT/DENR partnership will become advocates for ecotourism in the Key Sites, taking every possible opportunity to push the cause of ecotourism, especially to other government agencies with budgets to spend. Ideally, these advocacy efforts will be spearheaded with political support from the highest possible levels, creating a sense of urgency about implementing EO 111. The urgency will be based on the wide range of government priorities (such as environmental conservation, cultural preservation, rural employment, poverty alleviation, outdoor education, security issues, enhancement of the national image, diversification of tourism products, etc) that can be addressed by ecotourism.

In addition to this advocacy program, DOT and DENR will lead a program of technical assistance to Key Ecotourism Sites, under the guidance of the NEDC and NESC. The program will be funded by dedicated allocations within DENR’s and DOT’s budgets.

DOT’s work under the program will focus on marketing and product development the ecotourism sites. Emphasis would be on promoting the images of the Banner Sites and packaging ecotourism circuits (where possible), taking care to match markets and products. The use of brand themes for packages which focus on adventure (for instance, trekking in the Ifugao), nature (for example, the whale sharks of Donsol) and culture (the Ifugao Rice Terraces) will be an effective way to market and position ecotourism amongst other mainstream tourism products. Continuous research and enhancement of products will also be pursued by the DOT in collaboration with the private sector, local communities, DENR and other stakeholders.

DENR’s work under the program will focus on the careful development of appropriate styles of ecotourism in protected areas. This may include the phased introduction of a “People and Parks” program to raise awareness of protected areas and their values. Coordination with education authorities and the nation’s school program could result in increased levels of participation in outdoor education and outdoor pursuits training. The overall aim to expose the next generation to the values associated with natural and cultural resources.

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5.2 ACTION PLAN TO ESTABLISH AN ECOTOURISM MARKETING PROGRAM

5.2.1 The Need for an Ecotourism Marketing Program

An Ecotourism Marketing Program is needed to position the Philippines as a significant, vibrant Asian ecotourism destination in international source markets. An Action Plan is needed first to assign agency roles and responsibilities in terms of short, medium and long-term priorities. .

DOT and PCVC are the focal points of international destination marketing in the Philippines. It is envisaged that these agencies will jointly lead the implementation of the Ecotourism Marketing Program. The “Banner Sites” have been selected as ecotourism image setters for international source markets.

LGUs, regional tourism offices, NGOs and tour operators at Key Ecotourism Sites will be crucial to supplying the travel industry and domestic market with flows of information about ecotourism developments. The Philippines Ecotourism Network also has an important role to play in this regard.

5.2.2 The Ecotourism Marketing Program Action Plan

DOT and PCVC launch an Ecotourism Marketing Program to establish the Philippines as a credible ecotourism destination, using Banner Sites as image setters (see below).

The Philippines Ecotourism Network would facilitate national flows of information between DOT PCVC, LGUs, Key Ecotourism Sites, and the tourism industry (see below).

Along with the development of ecotourism products, the Marketing Program will be a crucial element in the successful implementation of this strategy. The key features of such a program would involve:

Marketing Goals

To increase visitation and more widely spread tourism benefits in rural Philippines by building on DOTs current national and international marketing strategies:

To establish the Philippines as an ecotourism destination in target markets, focusing on the core products and destinations represented in the Key Sites.

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To broaden the tourism product in the Philippines into styles of tourism that supports the market image, bringing rural benefits and enhancing conservation efforts.

Marketing Objectives

The Ecotourism Marketing Program is an opportunity to expand on DOT's current campaigns, refresh the Philippines’ image, broaden market appeal, attract increased private sector investment, encourage community-based operators, support the efforts of NGOs and bring tourism revenue to local communities.

Specifically, the objectives are as follows:

Encourage a market-led approach to ecotourism development based on sound market research and monitoring by advocating for more reliable data collection and improved information in ecotourism areas.

Facilitate greater co-ordination and liaison between the tourism industry and organizations concerned with tourism at village, regional, national and international levels.

Encourage Philippines’ travel agents to sell ecotourism destinations by keeping them informed of Key Site logistics, attraction improvements and local conditions.

Establish the Philippines as an Asian ecotourism destination by working with the private sector and NGOs to package products with focus on the ecotourism Key Site circuits.

Structure the marketing thrust on major sets of existing target markets from North America, Japan, Korea and Taiwan. Emphasis will be given to promotion to niche markets, special interest groups, village tourism visitors and FITs, and in the medium-term to Europe, Australia and other emerging Asian markets, especially China. The recreational needs of domestic tourists will also be recognized.

Develop overseas destination marketing and promotional programs for ecotourism target markets centered on Philippines diving, walking, village, culture, wildlife and nature products that reinforce the market image.

Achieve enhanced ecotourism product development by applying market knowledge towards upgrading general management and operational standards to the private sector, NGOs and local communities through the ETWG and Ecotourism Network.

Improve overall levels of visitor servicing through a more comprehensive approach to visitor information, guide training, safety and interpretation with special emphasis on culture and nature products that support the market image, co-ordinated by the ETWG and Ecotourism Network.

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5.2.3 Ecotourism Market Segments

Ecotourism destinations in the Philippines are most likely to succeed when when there is a mix of tourism products which match market demand. Seven distinctive market segments were identified for which ecotourism holds appeal:.

Domestic (Families, students, club members, corporate, pilgrims etc)

Balikbayans

Packaged Groups (Western and Asian)

FITs (Western and Asian)

Expatriates in the Philippines

Divers

Other Special Interest Groups (adventure, birdwatchers, religious pilgrims)

5.2.4 Research and Monitoring

Advocate for market-led development based on sound research and monitoring with DOT and DENR.

Improve the collection and analysis of accurate and timely arrival information in ecotourism and protected areas.

5.2.5 Coordination and Liaison Activities

DOT, DENR and the Philippines Ecotourism Network advocate for tourism with other national, regional and local government departments, particularly for support for Key Sites. This will help create strong networks between and among tourism players in the Philippines, particularly between the LGUs, NGOs and the private sector.

5.2.6 Destination Awareness Activities

Market Image

The market image of a destination needs to reflect reality and accurately match visitor expectations. Market images must be supported by deliverable tour programs and itineraries. The Philippines needs to be branded and positioned in source markets with a strong and distinct market image that features ecotourism products, along with current beach and nightlife images. Unique selling points might include: whale sharks, whales and dolphins, tarsier,

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Philippines eagle, bat flight, coral reefs (blue coral), wreck diving, river running, local boats, volcanoes (Mt. Mayon), tropical forest trekking, etc.

5.2.7 Target Markets

Build on current target market priorities in the Philippines and expand the base to attract visitors with proven interest in ecotourism products.

Primary Targets

Short haul: Japan, China, Korea, Taiwan

Long haul: North America and Australia/New Zealand

Regional expatriates

Balikbayans

Domestic segments

Secondary Targets

Short haul: Other Asian segments (Malaysia, Singapore etc.)

Long haul Europe (UK, Germany, France, Scandinavian countries, Benelux)

DOT PCVC can build on current travel trade networks and direct marketing efforts in the short and long haul primary markets for maximum impact and cost effectiveness. Direct current business and beach segments into ecotourism by offering modules of ecotourism and activity-based adventure as “Business Plus” and “Beach Plus” options. Seek out and promote to segments of target markets whose travel motivations match the Philippines ecotourism and diving products.

5.2.8 Overseas Marketing Activities

Market Representation

Reorient DOT’s current market representation arrangements to help position the Philippines as a destination having quality ecotourism products.

International Wholesalers and Tour Operators

Seek and support international specialist travel wholesalers and tour operators. This will be the most cost effective and efficient means of marketing and

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selling ecotourism, particularly in medium and long haul target markets. Niche wholesalers such as special interest (nature, culture, wildlife, ecotourism, adventure, etc.) and dive operators are of particular interest.

Trade Fairs and Travel Shows

Feature ecotourism at relevant travel shows for both the trade and consumers as a cost-effective means of creating destination awareness, especially when supported by the private sector.

Sales Missions, Agent Seminars and Road Shows

Combine sales missions with trade fairs in target markets for maximum cost effectiveness. Travel agent seminars are useful when closely co-ordinated with selected international wholesalers and Philippines operators, and arranged well in advance.

5.2.9 Promotional Activities in the Philippines

Agents Familiarization Trips

There can be no better promotion than to get key international ecotourism and adventure sales personnel to experience a destination first hand. DOT and the ETWG can actively foster targeting agents' familiarization trips to ecotourism sites as a cost effective and useful strategy to promote destination awareness in partnership with airlines, international wholesalers and Philippines travel operators.

Visiting Media Program

Actively continue the visiting media program, especially from publications and films that reinforce the ecotourism market image, in partnership with airlines, wholesalers and operators.

Advertising

Be cautious with advertising in all source markets as it can be very costly and ineffective unless carefully planned, targeted and monitored. Consider ecotourism advertising in the travel trade press in medium and long haul targets. Rates in trade publications are considerably lower that general interest media, and trade advertising supports the trade strategies in these markets.

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Documentary and Feature Films

Encourage the filming of wildlife, diving and adventure documentaries and even feature films in the Philippines as being a cost-effective means of promotion, especially when the market image is reinforced in target markets.

Books and CD ROMs

Actively encourage the publication of books and CD ROMs on ecotourism activities in the Philippines. Recognize that certain guidebooks (such as the Lonely Planet series) are very influential in determining patterns of travel, particularly with FITs.

Special Events

Annual and one-off sporting events and cultural festivals have been well developed for tourism in the Philippines. Multi-sports events, volcano races, river running and surfing competitions all reinforce the image. Facilitate partnerships with the private sector so special events can, where appropriate, be managed, operated and marketed as commercially viable businesses.

Maximize the coverage and exposure opportunities presented for the Philippines by marketing activities linked with International Year of the Mountains 2002, International Year of Ecotourism 2002, and so on.

5.2.10 Sales Promotional Material

Brochures and Printed Material

Destination marketing brochures need to be designed to promote the ecotourism destinations. Maximum impact will be achieved if the wider tourism industry projects the market image in its promotional material, tailored to individual products. A special interest brochure for the Philippines could be a key sales tool. Maximum benefits will be achieved if the design of these is flexible enough to be used by the travel industry in their own jackets or with a blank space for operators to put their own stamps on the back.

Extend the range of destination printed material to include a new series of high quality posters and stickers of extraordinary and collectible images that both establish the ecotourism market image, serve as give-away items and provide a source of revenue.

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Electronic Promotional Tools

Ensure the new destination brochures are on relevant web sites and strongly reflect the ecotourism market image. Websites need to be regularly updated. Link the Philippines web sites with international and local agents for additional exposure.

Refer email inquiries promptly to relevant operations as delays reflect against the destination.

Promotional Videos and Audio Visuals

Videos are valuable promotional tools not only for operators but also for motivators and media and need to reflect ecotourism activities. They can be widely used for trade fairs, sales missions and seminars.

Photographic Resources

Give priority to building up a photographic resource library of the highest quality visuals reflecting the ecotourism market image. Fresh photographic images are essential to support the newly designed promotional material, web site, audio visual presentations, and for the use of operators and wholesalers.

Public Relations and Press Releases

Distribute regular press releases, newsletters and announcements, especially to the trade and media. This is an excellent and cost effective means of generating awareness of ecotourism in the Philippines and keeping the destination in the public eye. The private sector must continually keep the Ecotourism Network informed of new developments and news items. Regularly update a mailing list database of all specialist trade and media contacts that have demonstrated an interest in ecotourism in the Philippines.

5.3 ACTION PLAN TO ESTABLISH AN ECOTOURISM IN PROTECTED AREAS PROGRAM

* In the Final Strategy , an action plan will be inserted here specific, DENR- led product development activities associated with fostering appropriate style and levels of ecotourism in protected areas. The Acton Plan will include a timetable for short, medium, long term priorities

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6 STANDARDS AND ACCREDITATION

6.1 IMPERATIVES FOR INDUSTRY STANDARDS

Globally, standards for ecotourism activities are being developed in order to stay true to the concept of ecotourism, provide quality experiences, and uphold the safety of clients. Accidents and subsequent litigation have led over the last decade to the development of standards for activities that were traditionally not regulated. Examples include rafting, caving, mountain guiding and trekking in the Philippines..

The world-wide proliferation of products marketed as ecotourism and subsequent perception by many in the industry that its original intention is often misunderstood, is another reason why some governments and their associated tourism industries have embarked on accreditation programs.

Ecotourism standards take a variety of forms around the world. They include programs that are specifically defined as an ecotourism standard (e.g the Nature and Ecotourism Accreditation Program in Australia) to standards for nature and adventure activities that are conducted in natural areas and associated with ecotourism (e.g. the PADI system for diving).

Nature and adventure tourism operators, outdoor clubs and individuals have in general realized the benefits of having industry standards. Safety standards have become a focus for travel wholesalers who will not purchase tours without evidence or reputation of safe operating standards. Many tourism operators have successfully integrated safety measures into the marketing of their products to convince both wholesalers, inbound tour operators and customers of a well managed activity.

With the increasing refinement of ecotourism products and services, the notion of ‘best practice’ has been gradually introduced in the Asia Pacific region over the last five years. Best practice generally takes the form of guidelines, often prepared by advocacy groups in partnership with a government or donor agency and tourism industry bodies (e.g. a nature tour guide association or a network of villages involved with homestays).

With increasing specialization in ecotourism, the Philippines National Ecotourism Planning Workshop discussed and endorsed the idea that a special ‘ecotourism guide’ category be considered by the tourism industry. Recognizing local and activity-skilled guides in this way is considered necessary in developing a professional dimension in the ecotourism industry.

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6.2 ACCREDITATION IN ECOTOURISM

Accreditation is the system by which ecotourism industry standards are applied. Application of standards can serve a variety of purposes: to maintain and improve service; as a means of clearly defining what is and what is not ecotourism; for marketing and promotion; and as a criterion for funding assistance.

The concept of accreditation in the Philippines is already well established within the DOT. Lessons learned from sectors applying accreditation, (e.g. accommodation, caving, rafting and mountain guides) could be applied to the development of an ecotourism accreditation system. An overarching concern is that such a system should be applied positively, as a way of strengthening the industry.

In relation to the proposed Ecotourism Development Fund, an accreditation system could effectively be used as a screening tool or qualifier. It is conceivable that RECs could become an agent of accreditation so standards are applied and monitored at regional and local levels. Technical assistance or other incentives could be used as a means to help ecotourism ventures become accredited. In practical terms, this would require a cadre of accredited ecotourism assessors who would test and certify individual ecotourism operators. Examples of this process already exist with the Philippine Cave Guides Association who are DOT accredited assessors and trainers of cave guides.

6.3 BENEFITS OF A JOINT APPROACH

As learned in countries such as Australia and New Zealand, standards and accreditation work best in a partnership approach between the travel industry private sector and government. In the Philippines context as well, standards for ecotourism guides, specific activities such as rafting, sea kayaking, whale watching and village host programs need to be prepared with technical expertise from within the industry. Systems need to be put in place for the accreditation of those already in business and those about to enter the industry. The Philippines is already showing good progress in this area, often going to the extent of using international technical assistance for the development of caving, rafting and mountain trekking standards. This is being achieved in partnership between DOT and the caving, rafting and mountain trekking industry associations.

Implementing an effective accreditation system will also require cooperation between key stakeholders, involving the industry and either DOT or DENR, and possibly external professional expertise. Ultimate responsibility for day to day application of standards must lie with the ecotourism operators themselves. The process for operators to meet standards would occur at different levels. The NESC and ETWG currently have mandates for

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preparation of a national policy on accreditation for ecotourism. The RECs, in association with LGUs, could then assist operators to meet standards (possibly via small grants, the Ecotourism Development Fund, or by obtaining technical expertise) and monitor the application of these.

6.4 ACTION PLAN FOR ESTABLISHING A PROGRAM ON STANDARDS AND ACCREDITATION

The following steps are put forward for consideration:

Short-term priorities (2002 – 2004)

Clarification of roles and responsibilities for an ecotourism accreditation system directed by the NESC and ETWG in association with the RECs and LGUs

Identification by the ETWG, in association with the NESC, RECs and LGUs, of an ecotourism accreditation framework which would outline the workings of such a system

Within the ecotourism accreditation framework, the ETWG would identify existing standards and any new standards that require preparation

Pilot use of the accreditation system by the RECs and NESC for funding assistance to existing or accredited ecotourism operators working in Key Ecotourism Sites;

Pilot technical assistance projects facilitated through the RECs to help ecotourism operators to gain accreditation.

Medium-term priorities (2002 – 2007)

Preparation of further standards by industry, REC’s and ETWG;

Review of the accreditation framework and pilot projects (may require external review).

Long-term priorities (2002 – 2010)

Key stakeholders working in partnership so that all ecotourism operations are accredited by 2010.

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7 ECOTOURISM DEVELOPMENT FUND

7.1 OBJECTIVES OF THE FUND

Implementation of the National Ecotourism Strategy could be greatly assisted by the establishment of an Ecotourism Development Fund. While the detail of the Fund concept has yet to be finalized, the essential idea was endorsed at the National Ecotourism Planning Workshop. It is envisaged that the Philippine government might seed the Fund and then it would become the focus of support for ecotourism from donor agencies.

In essence, the Fund would provide contestable matching grants for private sector and/or community-based projects meeting the definition of "ecotourism". The objectives of the Fund might be to:

to ‘kick-start’ ecotourism development throughout the Philippines by fostering models of success

to assist with training and marketing ecotourism throughout the Philippines

to facilitate technical assistance to the ecotourism sites .

The activities that would be eligible for consideration by the Fund include:

Technical assistance in product development

Training for ecotourism (private sector, community based, NGO, local or national government)

Ecotourism marketing

Small-scale infrastructure

7.2 ADMINISTRATIVE ARRANGEMENTS

Administration of the Fund would need to be fair, transparent and directed towards urgently getting ‘success stories’ established. Clear procedures with a mechanism that allows regional and national level decision-making will be essential. In practical terms, this means an Ecotourism Development Fund with the following characteristics:

Contestable – meaning it is open to any applications that meet the funding criteria

50/50 Matched Funding - an applicant would first have to find 50 percent of the funds required for the project. Then, if successful in their

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application, the Fund would match the remaining 50 percent funding as a grant, based on receipts.

Regular – there could be up to three funding ‘rounds’ per year

Empowering RECs – meaning while the Fund would be overseen by the NESC or some other nominated national body, applications would first be vetted and recommended by the RECs.

Targeted – the Fund is intended for use in ecotourism project with the potential to be models that can be emulated.

7.3 ACTION PLAN FOR ESTABLISHING THE FUND

Short-term (2002 – 2004)

NESC and REC’s prepare the procedures, criteria and timing of the Fund

Philippine Government endorsement and indications of support from relevant donor agencies

NESC and RECs (or other bodies as deemed appropriate) pilot use of the Fund in priority sites (probably Key Sites).

Medium-term (2002 – 2007)

NESC and RECs review the efficacy of the Fund

Continue use of the fund or make adjustments as required.

Long-term (2002 – 2010)

Expansion of the Fund into lower priority areas

Review future use of the Fund.

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8 PHILIPPINES ECOTOURISM NETWORK

8.1 NETWORK OBJECTIVES

The Philippines Ecotourism Network idea is based on the notion that additional strength can be derived by linking people involved with ecotourism in the Philippines. The National Ecotourism Planning Workshop unanimously endorsed the idea.

Conceived as a mechanism for sharing experiences and thus enhancing professionalism, the "network" might be simply an expanding mailing list of concerned individuals, private operators, ecotourism development projects, NGOs, LGUs, national government agencies, with interests in ecotourism.

Communications within the network could be initially by e-mail and newsletters and then by other means such as websites. The Network is seen as eventually being the “beating heart” of ecotourism in the Philippines. As such it could become an important conduit for the flow of information for product development and for international and domestic marketing. .

8.2 THE ROLE OF ETWG

The current ETWG is a government appointed technical working group with representatives from:

Department of Tourism

Department of Environment and Natural Resource/Protected Areas and Wildlife Bureau

Department of Interior and Local Government

National Economic Development Authority

One of the primary roles of the ETWG is to provide technical and administrative support to the NESC and NEDC. As prescribed in EO111, the ETWG is based for the first three years at DOT, after which it will transfer to DENR for a further three-year period. At present, the ETWG operates largely as a committee of officials.

In future, the ETWG is envisaged as the center of the Philippines Ecotourism Network. It has already performed this role in coordinating the Regional Stakeholder Workshops, running the National Ecotourism Planning Workshop and preparing the first Ecotourism Network Newsletter. Supported by the NZODA ecotourism project, the ETWG’s short-term priorities are to complete the National Ecotourism Strategy, including the identification of Key

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Ecotourism Sites, and assist with establishing the systems and pilot projects by which the National Ecotourism Strategy can be implemented. The ETWG’s ability to perform these functions has been strengthened by the appointment of a full-time Project Coordinator with one full-time and one part-time assistant. These positions and the ETWG office are funded jointly by DOT, DENR and the NZODA project.

Successful implementation of the Strategy will require the ETWG to become cohesive, outward-reaching and a highly competent organization. Making ecotourism work is a relatively new challenge for most members of the ETWG. There is a need to strengthen the technical and managerial abilities of the ETWG. This could be carried out in a number of ways:

Placing ETWG members alongside national consultants and experienced ecotourism operators in the process of delivering technical assistance to local projects

Having ETWG members involved with work or study exchanges within and/or outside the Philippines

Secondment of NGO or other personnel with ecotourism expertise to work alongside the ETWG in its day-to-day duties.

Depending on the success of these measures, the ETWG could ultimately become a stand-alone organization, well supported by partners and donors, at the center of a national wide network of ecotourism initiatives. In the meantime, at the very least the ETWG needs to become a dedicated working group.

While the whole EO 111 approach, including the ETWG, is unique to Philippines (and extremely appropriate for the needs of the Philippines), successful models for ecotourism organizations do exist elsewhere. In Nepal, the Sustainable Tourism Network has members who are ecotourism stakeholders from government, NGOs and the private sector and it works primarily as a vehicle for sharing information and experience. The Australian Ecotourism Association has fostered ecotourism in Australia. In New Zealand, the Adventure Tourism Council has assisted the development of industry standards, increased business skills and shared information amongst its industry members. Donor agencies such as UNDP, the EU, USAID and NZODA have proven interests in working with such groups (both governmental and non-governmental) especially when there is a clear focus on producing results at the grass roots level. Support from these donors for the ETWG is conceivable in the short to medium term.

8.3 A CHANNEL FOR TECHNICAL SUPPORT

If the ETWG’s role becomes the center of a web, communicating easily and regularly with grass-roots operations, it could become a useful channel for delivering technical assistance to ecotourism projects. Ideally, a cadre of

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experienced national consultants will be accumulated around the ETWG, capable of delivering technical assistance where it is required on behalf of the ETWG. This type of external technical assistance will help get new ecotourism businesses up and running and it will ultimately increase the capability of the Philippines ecotourism industry to assist itself. Donor funding will be required for this activity.

Existing and potential consultants will need exposure to ecotourism projects in order to learn the lessons of experience. Consultants need not be seen as ‘experts with all the answers’ but rather as people who have the experience of a variety of projects and who can facilitate and empower new entrants to achieve their goals.

8.4 ACTION PLAN FOR ESTABLISHING THE PHILIPPINES ECOTOURISM NETWORK

Short-term Priorities (2002 – 2004)

The ETWG continues as the center of an informal network of ecotourism operators and projects, sharing information and preparing a regular quarterly newsletter

The function and performance of the ETWG is reviewed in 2003 - 2004

In 2004, an Issues and Options paper is prepared by the NESC (based on the Review), outlining the future purpose and structure of the ETWG or Philippines Ecotourism Network

Members of the ETWG receive further training in and exposure to the practical implementation of ecotourism projects.

Medium-term Priorities (2002 – 2007)

In 2004, an Issues and Options paper is prepared by the NESC (based on the Review), outlining the future purpose and structure of the ETWG or Philippines Ecotourism Network

Consolidate the ETWG’s Philippine Ecotourism Network

Long-term Priorities (2002 – 2010)

Establish a clear legislative mandate for the ETWG.

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9 STAKEHOLDER COMMITMENTS

In the Final Strategy, this chapter will look through the eyes of each of the individual stakeholder groups in turn and present a checklist of commitments of all the various stakeholders to operationalize the NES. These action plans will be negotiated with the stakeholder groups during the remainder of the NES planning process. The Stakeholder groupings will be:

EO 111 Agencies

DOT

DENR

Other Central Government Agencies

LGUs

Private Sector Interests

NGOs

Donor Agencies

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APPENDICES

APPENDIX 1: ECOTOURISM RESOURCES AND RESOURCE MANAGEMENT ISSUES

Outputs of the Regional Ecotourism Stakeholders Consultation Workshops

APPENDIX 2: KEY SITES AND KEY SITE DEVELOPMENT ISSUES

Outputs of the National Ecotourism Planning Workshop

APPENDIX 3: KEY SITE ACTION PLANS

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