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Tourism IndustryPerformance
Department of Tourism
Report on the Performance of the Arroyo Administration
House Oversight Committee
16 July 2009
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Tourism Agenda: Increase Tourist
Arrivals to 5 Million by 2010
Generate more foreign exchange for the economy
Create jobs and livelihood for Filipinos
Enhance infrastructure to link tourists destinations
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Economic Impact of Tourism
6.17%
6.16%
6.15%
6.19%
6.13%
6.14%
6.15%
6.16%
6.17%
6.18%
6.19%
2004 2005 2006 2007
Average share of tourism to GDP = 6.2%
Source: NSCB Philippine Tourism Satellite Account
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Tourist Arrivals, 2004-2008
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2004 2006 2006 2007 2008
Tourist arrivals grew at
an average of10.6% in
the last five years.
Mid-2008 saw the globalfinancial crisis affecting
travel movement of
major tourist source
markets:
- Japanese outbounddeclined by 9.6%
- Korean outbound
dropped by 7.6%
- USA outbound travel
decreased by 0.4%Growth Rate 20.1% 14.5% 8.4% 8.7% 1.5%
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Top Tourist Markets, 2008
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
K or ea U SA K or ea C hi na A ustr al ia Tai wan H on g K on g C an ad a Si ng ap or e U ni ted
Kingdom
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
Arriva ls G rowt h Rat e
Ma rke t A r r i v a l s G r o w t h R a t e
K o r e a 6 1 1 , 6 2 9 - 6 .4 %
U S A 5 7 8, 2 4 6 - 0 . 1 %
Ja p a n 3 5 9, 3 0 6 - 9. 0 %
C h i n a 1 6 3 , 6 89 3 . 9%
A u s t r a l i a 1 2 1 , 5 1 4 8. 1 %
T a i w a n 1 1 8, 7 82 5 . 9%
H o n g K o n g 1 1 6 , 6 5 3 4 . 2 %
C a n a d a 1 0 2 , 3 81 1 2 . 1 %S i n g a p o r e 1 0 0 , 1 7 7 6 . 6 %
U K 87 , 4 2 2 9. 7 %
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Fast Growing Tourist
Markets, 200834.3%
28.8% 28.1%
18.8%
15.8%13.9%
12.1%11.0%
9.7%
8.1%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Russian
Federation
UAE Vietnam France Norway India Canada Spain United
Kingdom
Australia
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Foreign tourism receipts to GDP ratiogrew from 1.9% in 2003 to 3.4% in 2007
Foreign tourism receipts to Total Exports
ratio more than doubled from 3.9% in2003 to 7.9% in 2007
Economic Impact of
Tourism
Source: NSCB Philippine Tourism Satellite Account
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Economic Impact of Tourism
24.14%
31.66%
8.31%
22.68%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
2004 2005 2006 2007
Domestic tourism expenditure posts
double digit growth!
Source: NSCB Philippine Tourism Satellite Account
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Domestic Travel Movement
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
2004 2005 2006 2007 2008*
*2008 Preliminary
Growth Rate 20.01% 17.22% 7.42% 20. %
Annual Average Growth Rate = 16.24%
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Arrivals in Selected Tourist Destinations
First Quarter 2009
0 50000 100000 150000 200000 250000 300000 350000 400000 450000
Sorsogon
Legaspi CityPalawan
Negros Oriental
Bohol
Zambales
Camarines Sur
Davao City
Boracay
Cebu
2008 2009
Tourist arrivals in selecteddestinations
grew by 10.33% in the first quarter of2009.
Domestic travel movement increased
faster by 12.87% than foreign arrivals
which expanded by 4.25%
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Partly because of investments in tourism
destinations, construction sector grewby 23.1 % making it a big factor in the
record economic growth in 2007
Tourism accounted for 9.5% of totalemployment
Economic Impact of
Tourism
Source: NSCB Philippine Tourism Satellite Account
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Room Supply in Selected Destination of
Central Philippines SuperR
egion
Since 2006, the focus onTourism for CentralPhilippines Super Regionhas spurred the:
- Expansion intourist arrivals
- Rise in room supply- Increase in investments- Hike in employment- Diversification ofproducts
0 5000 0000 5000
Pala an
ohol
oracay
Ce u
2007 2008
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TAIWAN
SHANGHAI
NOVOSIBIRSK
MOSCOW
VLADIVOSTOK
Legend:
Red Existing
Blue New Routes
Mandarin AirlinesTaipei-Kalibo
SeaAirKota Kinabalu-PuertoPrincesa
Jet Airlines
Kazakstan-Silay
Shenzhen AirlinesShanghai-Cebu
Fregat AeroMoscow-Cebu
ValdaviaAirNovosibirsk-Cebu
Philippine Airlines
Narita-Cebu
Vladivostok AirVladivostok-Cebu
China SouthernShanghai-Cebu
Mandarin Air
Taipei-CebuCebu PacificTaipei-Cebu
China AirlinesTaipei-Cebu
Hong Kong AirlinesHong Kong-Cebu
Philippine AirlinesHong Kong Cebu
Malaysia AirlinesKuala Lumpur-Cebu
Cebu PacificSingapore-Cebu
Silk AirSingapore Cebu
Asian SpiritPalau-Cebu
Asiana AirlinesPusan-Cebu
Korean AirIncheon-Korea
Qatar AirlinesDoha-Cebu
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Economic Impact of Tourism
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2004 2005 2006 2007 2008
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%6.0%
7.0%
8.0%
In Million
Jobs Growth Rate
The tourism sectorcreated 4.3
millionjobs from 2004 to 2008
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Jobs created with increased tourist arrivals
totaled 1.5 Million from 2004-2008
468,633
404,713
268,719
303,351
57,863
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000
2004
2005
2006
2007
2008
Tourist Arrivals
3,139,422
3,091,993
2,843,345
2,623,084
2,291,352
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Economic Impact of Tourism
9.62%
9.55%
9.54%
9.66%
9.48%
9.50%
9.52%
9.54%
9.56%
9.58%
9.60%
9.62%
9.64%
9.66%
2004 2005 2006 2007
On the average,
employment intourism industry was
9 .5 percent of the
total employment
from 2 0 0 4 to 2 0 0 7
Source: NSCB Philippine Tourism Satellite Account
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Tourism Strategy
Market Product Focus
Establish Tourism Zones
Destination Development: CentralPhilippines
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Definition of a good market portfolio for the DoT
Ensure mix of countries
creates balance across:
Growth cycles
Market development
Short haul vs. long-haul
Seasonality
Investment required
Current size and growth
Potential size and growth
Competitive
Position: How
competitive is the
Philippines vs. key
competitors (SE Asia)?
Ability to Deliver:
How adapted is the
Philippines offer to
consumer needs?
Note: Competitive Position (market share, awareness (unaided, aided), positivity towards RP, consideration of RP, information seeking about RP, likelihood of
visiting), Ability to Deliver (Ease of access, trade interest, product availability, importance of safety, Fit of assets vs. consumer preferences, seasonality of arrivals,presence of English speaking population),
Ability to
Win
Size of Opportunity
Core Markets
Markets that deliver the
bread & butter
Bulk of new investment
Best capabilities
allocated
Investment / Turnaround
Markets
Invest in these markets
ahead of return
i.e. invest for the future
Tactical / Momentum
Markets
With focused spend can
relatively quickly
generate increased
arrivals
Maintenance Markets
Markets that are on the
radar
Activity only to occur if
there is spare capacity
High
Low High
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Market Prioritization Framework
Note: **US campaigns and activities can be extended to Canada; *Given limited resources and inherent barriers to activation, UK market has
been de-prioritized.However, UK remains a good investment market in EuropeSource: Monitor Analysis
Ability to Win
Competitive
Position
Ability to Deliver
Size of Opportunity
Current Attractiveness
Future Attractiveness
High
Low
Low High
Canada
India
Singapore
Spain
UK
China
Japan
Australia
Denmark
Germany
HK
Italy
Netherlands
Russia
Switzerland
Taiwan
US
Korea
Implications
Continue to focus bulk of resources
and best people on existing core
markets (China, Japan, Korea, US
Balikbayan)
Increase investment and focus on
Tactical/momentum markets
(Australia, Russia, Germany,US/Canada)
Maintain investment in turnaround
markets (Hong Kong, Taiwan,
Singapore) focusing efforts on
addressing key barriers to growth
Monitormaintenance markets (UK,Netherlands, Switzerland, and
Denmark) on an annual basis to test
for low-hanging fruit
Cut focus on Italy, Spain, and India
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Focused Marketing and Promotions
Participated in major international travel fairs ASEAN Tourism Forum
PATA Travel Mart
Internationale Tourismus Borse, Germany World Travel Mart, United Kingdom
China International Travel Mart, China
Japan Association of Travel Agencies Tourism Fair, Japan
Korea World Travel Mart, Korea
Launched market specific campaigns Dive and adventure in the United Kingdom and Scandinavian Countries
Adventure in Australia
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Focused Marketing and Promotions
Organized the following international events in the Philippines UNWTO 6 th International Tourism Forum for Parliamentarians and Local
Authorities
Hong Kong Association of Travel Agents Annual Meeting United Federation of Travel Agents Association Congress
Spa and Wellness Summit
World Health Tourism Congress
Launched new campaigns Adventure Philippines
Live Your Dream
Shop Fest
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Focused Marketing and Promotions
Organized familiarization trips for wholesalers, travelagents and members of the media in major source
markets
Tapped the Bollywood Film Industry of India
Undertook innovative marketing through billboard, bus,train and taxi advertisements as well as thematic motifin Philippine Pavilion during travel fairs
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Tourism Products
Beach Holiday Sightseeing
Ecotourism Adventure
Diving Shopping
Bird Watching Trekking
Cultural Historical
Conventions & Meetings Incentive
Medical Tourism Wellness
Education Filming
Agri-Tourism Rural/Community-based
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P 150 Billion worth of private sector tourism investments were
endorsed from 2004 2008.
1,288
11,938
93,766
22,344 20,432
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
2004 2005 2006 2007 2008
Endorsed Tourism Projects,2004-2008
(in Million Pesos) Compared with2004 level,2007
and 2008
investments
continued todemonstrate
substantial growth
due to rising
demand for
accommodation
and new generationof tourism facilities
and services
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Major Tourism Investments
Year Name Location Category Investments
(in Pesos Million)
200 Manila Ocean Park Manila Theme Park 1,008
Hyatt Hotel and Casino Manila Hotel 3,98
Pamalican Island Tourism Ecozone Palawan Tourism Ecozone 37
Misibis Resorts and Esate Albay Resort 343
Hilton Cebu Resort and Towers Mactan Hotel 1,637
Marco Polo Plaza Cebu City Hotel 398
2006 CCP Culture and Tourism Ecozone Pasay Tourism Ecozone 2,300
Manila Bay Tourism and Leisure Park Paranaque Tourism Ecozone 2 ,043
Manila Marriot Hotel Pasay Hotel 2,6 6
John Hay Tourism Special Ecozone Baguio Tourism Ecozone 2,600
San Lazaro Leisure Park Cavite Tourism Ecozone 926
Sta Rosa Complex Tourism Ecozone Laguna Tourism Ecozone 617
Club Misibis Albay Resort 122
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Major Tourism Investments
Year Name Location Category Investments
(in Pesos Million)
2006 Boracay Shangri-la Hotel and Resort Boracay Hotel 4,030
Bellevue Bohol Bohol Resort 334
Imperial Palace Water Park & Resort Cebu Resort 3,180
2007 Khi-Ali Manila Makati Hotel 7,6 0
New Port City Pasay Tourism Ecozone 7,641
St. Francis Cabrini Medical Tourism Batangas Medical Tourism 1,418
Camarines Sur Tourism Park Camarines Tourism Ecozone 1,002
2008 The Medical City Pasig Medical Tourism 1,160
Makati Medical Center Makati Medical Tourism 2,972
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Proclaimed Tourism Enterprise Zones
Date Proclaimed Proclamation Tourism Economic Zone Location
June 2002 PP No. 212 Eastbay Arts, Recreation and Tourism
Zone
San Roque, Angono,
Rizal
April 2004 PP No. 619 Fort Ilocandia Tourism Ecozone Ilocos Norte
March 200 PP No.803 Boracay Eco-Cultural Village Boracay IslandOctober 200 PP No. 927 Island Cove Resort & Leisure Park Cavite
February 2006 PP No. 998 Resorts & Enterprise Village Albay
November 2006 PP No. 1179 Pamalican Island Tourism Ecozone Palawan
July 2007 PP No. 1330 St. Frances Cabrini Medical Center Batangas
May 2008 PP No. 1 17 San Lazaro Leisure Park Laguna
July 2008 PP No. 1 7 Newport City Cyber Tourism Zone Villamor Airbase,
Pasay City
November 2008 PP No. 1681 Imperial Palace Waterpark Resort and Spa
Tourism Economic Zone
Lapu Lapu City
Cebu
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Projected Visitor Arrivals
Year Volume Growth Rate
Medium High Medium High
2009 3,1 4,711 3,197, 01 0. % 1.9%
2010 3,204, 3,319,006 1.6% 3.8%
2011 3,328,261 3, 26, 77 3.9% 6.2%
2012 3,498,002 3,823,867 .1% 8.4%
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Domestic Travelers, 2005
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
NCR
CAR
RegionI
RegionII
RegionIII
RegionIV
A
RegionIV
B
RegionV
RegionV
I
RegionV
II
RegionV
III
RegionIX
RegionX
RegionX
I
RegionX
II
RegionX
III
ARMM
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%Travelers % Share
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Purpose of Visit of
Domestic Travelers
13 200
8 200
3
032
515
379
51
980
4 079
0 2 000 4 000 6 000 8 000 10 000 12 000 14 000
s
t Fr
ends or
e
at
ves
Peasure/
acaton
us
ness
E
tudy
Government ss on
ed ca / Hea th
Others