The document summarizes the key components and goals of the Philippines' Tourism Master Plan from 1991-2010. The plan aimed to optimize tourism's economic contribution, enhance social and cultural aspects, develop sustainability, and diversify destinations. It identified clusters, gateways and policies to develop infrastructure, marketing and products. The plan's accomplishments from 1992-1999 included transport upgrades, marketing campaigns, and new attractions. Subsequent medium-term plans from 2001-2004 and 2004-2010 set targets to increase visitor arrivals, receipts and jobs in the tourism industry.

1. Chapter 7
THE TOURISM MASTER PLAN

2. Learning Objectives
•
Understand the definition and
components of tourism master plan;
•
Analyze the application of principles
on Tourism Planning as it is applied to
some destinations through their
tourism master plan; and
•
Check the status of the plan
implementation of DOT’s master
plan,both for medium and long-term.

3. 
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What is a Master Plan?
•
It is a detailed
presentation of the
conceptual framework of
ideas planned for a
tourist destination.

4. Contents of a Tourism Master Plan
1. Review of related Concept Papers, if any, and
other relevant studies, papers, documentations
on the subject tourist destination;
- presentation of the conceptual framework
of ideas planned for a certain tourist
destination at any territorial level

5. 2. Description and in-depth analysis of existing
conditions/situation of the following components in the
area:
•
Tourism superstructure facilities;
•
Infrastructure, utilities and transportation services
supporting tourist activities;
•
Environment for ecotourism profiling;
•
Tourism marketing programs and strategies
employed in the area by DOT or other
organizational units;
•
Land use/physical attributes;
•
Tourism’s socio-cultural impact, if tourists are
already present in the area; and
•
Manpower/labor force availability;

6. 3. Validation of prime tourist areas for
development or if none, identification of potential
prime tourist areas for development in the tourist
attraction;
4. Actual sites investigation to determine the
potential prime tourist and ecotourism sites to be
developed;
5. Land use and location maps of identified prime
tourist area for development of the area;

7. 6. Cross-cultural and physical impact analysis of the
subject areas;
7. Identification of specific programs and projects
to be pursued;
8. Development of project profiles of the identified
project which should include the following
information about the project:
•
Project title; Description; Objectives;
Implementation period and work schedule; Total
capital costs; Project benefits and contribution
and Environment Impact Statement.

8. 9. Formulation of investment and marketing strategies and
plans;
10. Financing plan and strategy (potential funding sources);
11. Recommendation of appropriate policies for legislative
purposes at the local and nation government unit levels.

9. DOT’s PHILIPPINE
TOURISM
MASTER PLAN
•
Tourism Master Plan (TMP) 1991-2010
•
Medium Term Philippine Development Plan (MTPDP)
- 2001 to 2004
- 2004 to 2010

10. Outline
•
Philippine Tourism Master Plan 1991-2010
A. Highlights of the Plan
B. Accomplishments (1992-1999)
•
Medium Term Philippine Development Plan
A. 2001-2004 (Assessment, Challenges and
Strategies)
B. 2004-2010 (Tourism Targets)

11. Philippine Tourism Master Plan
1991-2010
•
Scope for Expansion:
1. Inability to move large volumes of tourists to
other parts of the Philippines outside the NCR;
2. Lack of trained human resources at the
required standard and quantity;
3. Institutional overlap and human resources
shortages in the tourism planning,
development, financing, and management
area;

12. Philippine Tourism Master Plan
1991-2010
•
Scope for Expansion:
4. Strong competition for public and private
sector finance; and
5. Unpredictable events such as earthquakes,
volcanic eruptions, regional conflicts, internal
political disputes and insurgency.

13. PTMP – Goals and Objectives
•
Optimize the contribution of tourism to
economic growth at the national and local levels;
•
Enhance and contribute to social cohesion and
cultural preservation at a local level;
•
Develop tourism on an environmentally
sustainable basis; and
•
Develop diversity of destinations, attractions and
markets to minimize exposure to major internal
and external threats to tourism activity.

14. PTMP – Strategies
•
Adopt a cluster development approach
•
Adopt a niche/mass market; and
•
Work towards a balance of development
between foreign and domestic tourism.

15. Gateways
Cluster Primary Gateway Secondary Gateway
LUZON Manila
Laoag, Ilocos Norte
Subic, Zambales
Clark, Angeles CIty
VISAYAS Cebu
Iloilo
Kalibo, Aklan
Panglao, Bohol
Dumaguete
Bacolod
MINDANAO
Davao City
Zamboanga CIty
Cagayan de Oro
Dipolog
General Santos City

16. PTMP – Selected Development Policies
SECTOR SELECTED POLICY
1. Accommodation
Development
1.Upgrading and development of
accommodation outside the NCR within the
recommended satellite destinations
2. Air Transportation
2.Designate other domestic and
international carriers to service secondary
airports in the Philippines;
3. Sea and Land
Transportation
3. Upgrade and develop road connections
between air and sea ports and centers of
tourism activity; and Upgrade rail systems.

17. PTMP – Selected Development Policies
SECTOR SELECTED POLICY
4. Domestic Marketing
-Market segmentation research
-Strengthen existing programs designed to
promote domestic tourism (Pasyal/Lakbay
Aral, Fly Now Pay Later)
5. Foreign Marketing
-Overcome loss of confidence on the safety
and security of the Philippines
-Promoting tourism’s “Good Value”
-Providing “Special Offers”
-Establishing new brand identities (“wow
factor”)

18. PTMP – Selected Development Policies
SECTOR SELECTED POLICY
6. Product
Development
-Focus on one or two attractions in each gateway
location;
Create at least one “must-see” attraction close to
each cluster/ gateway;
Improve access to, and information on, existing
tourism products;
Improve standards of existing tour products and
programs;
Develop additional day visitor activities at
destination areas; and
Improve reliability of domestic transportation
services.

19. TMP Programs
Tourism Development Areas (TDAs)
•
Area 1: Samal Islands (Mindanao)
•
Area 2: Panglao Island (Visayas)
•
Area 3: Northern Palawan
•
Area 4: Tagaytay/Taal/Batangas
•
Area 5: Baguio/La Union/Ilocos Sur/Ilocos
Norte/Pangasinan

21. PTMP – Accomplishments (1992-1999)
Accomplishments in the Transportation and
Infrastructure Program
•
Privatized the Philippine Airlines
•
Upgraded airports and seaports
•
Constructed new airport terminal in Manila
•
Completed the following road development:
– Coron – Busuanga airport, San Juan – Laiya, Naguilian
Road, Tagaytay – Talisay, Mactan Island – Cebu city
•
Upgraded the Sta Ana Wharf to serve as jump-off point
to Samal Island

22. PTMP – Accomplishments (1992-1999)
Accomplishments in the Marketing and
Product Development Program
•
Developed marketing programs
•
Launched the following foreign marketing
campaigns:
– Philippines Best of the Islands, Musical Islands
Philippines, Bring Home A Friend, Convention City
Manila
– Launched the domestic campaign “Huwag Maging
Dayuhan sa Sariling Bayan”

23. PTMP – Accomplishments (1992-1999)
Accomplishments in the Marketing and Product Development
Program
•
Develop new product offerings
– Developed special tour programs/ packages
– Conceptualized historical and cultural tour programs
•
Developed new product offerings
– Pursued ecotourism and adventure/ nature tourism
programs
•
Diversify product offering
– Developed the Gardens of Malasag Ecotourism Village and
the Philippine Christmas Village
– Promoted the Vigan and Taal Heritage Village
– Promoted the Angono Petroglyphs

25. PTMP – Accomplishments (1992-1999)
Accomplishments in the Other Programs
•
Prepare environmental protection and management
programs
– Implemented capability building programs on environmental
management, EIA and establishing carrying capacity for
project implementers, LGUs, and host community
– Pursued the formulation of an environmental management
plan for TDAs through a MOA between the DOT and DENR
– Created monitoring bodies for Samal, Panglao and Northern
Palawan

26. MTPDP (2001-2004)

27. Putting the Philippines on the
International Map
•
Policy Framework
-
Geared towards attracting more visitors
-
Enhanced accessibility (four tourism hubs):
Manila, Cebu, Davao, and Laoag.
-
Partnership between private sectors and LGU
-
Diversification of product offerings
-
A culture of tourism will be instilled in all
Filipinos, making use of volunteerism and
partnership among all the stakeholders.

28. Assessment and Challenges

Philippines has been less successful than its
ASEAN counterparts in attracting foreign visitors;

5th among ASEAN members (visitor arrivals, ‘99)

Hotel room rates were higher compared to
neighboring regions

Tourists arrivals declined from 1.6 to 1.5 million
due to peace and order problems

Poor accessibility, low air seats availability

29. Strategies
1) Develop tourism hubs
2) Liberalize civil aviation
3) Encourage investments in tourism
4) Enhancing tourist products and services
5) Make products better and affordable
6) Invest in human resource development
7) Conduct niche-and-mass marketing
campaigns

30. Strategies
8) Instilling a tourism culture
9) Conduct information campaigns to advocate a
culture of tourism
10) Integrate environmental considerations in
tourism and promote ecotourism
11) Intensify LGU participation in tourism
development
12) Establish the tourism satellite account and
undertake research
13) Tap resources for tourism development

31. MTPDP (2004-2010)
Tourism Targets

32. Targets (2004 – 2010)
Year
Visitor Arrivals
(In Million)
Visitor Receipts
(In US$B)
Jobs
(in million)
Volume
Growth
Rate
Volume
Growth
Rate
Volume
Growth
Rate
2004 2.300 20.6% 2.24 47.4 % 2.81 20.6 %
2005 2.688 16.0 % 2.59 16.0 % 3.25 16.0 %
2006 3.068 15.0 % 2.98 15.0 % 3.74 15.0 %
2007 3.528 15.0 % 3.43 15.0 % 4.30 15.0 %
2008 4.022 14.0 % 3.91 14.0 % 4.91 14.0 %
2009 4.505 12.0 % 4.38 12.0 % 5.50 12.0 %
2010 5.001 11.0 % 4.86 11.0 % 6.10 11.0 %

33. Revised Targets
Original Targets Revised Target
Tourism
Arrivals
5 million tourist
arrivals in 2010
3.27 million tourist
arrivals in 2010
Visitor Receipts US$ 4.86 billion in
2010
US$3.31 billion in
2010
Jobs Generated 6.10 million in 2010 3.99 million in 2010

34. Highlights
•
The tourism industry has exhibited continuous
increase in visitor arrivals, visitor receipts and
employment generation.
•
The year 2007 was a breakthrough year for
Philippine tourism.
•
The tourism industry contributed significantly
to the economy in terms of GDP contribution
and employment generation.

35. Year
Visitor Arrivals
Target
(Million)
Volume
(Million)
Growth
Rate(%)
2004 2.3 2.3 20.1
2005 2.7 2.6 14.5
2006 3.1 2.8 8.4
2007 3.5 3.1 8.7
 Visitors arrivals grew by 35% from 2.3 million visitors in
2004 to 3.1 million in 2007.
 2007 is a breakthrough year for Philippine tourism when
it breached the 3-million mark.
VISITOR ARRIVALS: 2004-2007

36. Targets (DOT)
Year
Visitor
Arrivals
(in Thousand)
Visitor
Receipts
(in US$ Million)
Incremental
Job
Generation
2010 3,327 2,482.76 377,874
2011 3,593 2,681.38 324,699
2012 3,952 2,949.51 438,343
2013 4,427 3,303.46 578,613
2014 4,958 3,699.88 648,047
2015 5,454 4,069.87 604,844
2016 5,999 4,476.85 665,328