EXECUTIVE SUMMARY
Despite uncertainties in the global market, travel and tourism kept its growth, even breaching the one billion mark in 2012. The number of international tourists grew by 4 percent, expanding to 1.035 billion from 996 million in 2011. This growth helped cushion the impact of economic crisis in countries worldwide including the Philippines, with the tourism industry providing the revenues and creating the jobs that helped sustain the economy and kept it afloat.
The country’s foreign tourists are increasingly finding its way to Central Luzon because of more air traffic at the Clark International Airport (CIA). From about 39 flights per week in 2005, the current flight count has climbed to 224 international flights and 72 domestic flights per week. This apparently increased access to Central Luzon, which coupled with improved road access, had visitor arrival surging up from only 396,569 (147,808 foreign tourists) in 2005 to 2.06 million (354,560 foreign tourists) in 2012.
Nevertheless, said number remains a paltry share of the country’s tourists, although the sense is that the region is rich in potential which when tapped and harnessed could further the region’s tourism industry’s growth. Hence, to take on the opportunity of creating a more vibrant tourism industry, the RDC initiated the creation of a special committee on tourism with the mandate to formulate a regional master plan for the development of tourism in Central Luzon. The Committee was formed on February 25, 2011 by virtue of RDC Resolution No. 03-03-2011, with Mayor Edgardo Pamintuan of Angeles City named as chairman of the committee.
The Committee, however, agreed that instead of a master plan, an action plan that is anchored on the National Tourism Development 2012-2016 would be prepared. The regional tourism action plan is intended to identify the key interventions needed to propel regional tourism growth, as well as clarify and harmonize the roles of the various tourism stakeholders and local tourism areas.
The Central Luzon Tourism Action Plan (CLTAP) takes off from the development approach and strategies identified in the NTDP. Geared towards building the region’s own tourism competitive strength, the plan focuses on measures or steps falling under the three major thrusts of the NTDP: a) improving market access and connectivity; b) developing and marketing competitive tourist destinations and products; and c) improving tourism institutional, governance and human resource capacities.
Primarily, the main strategy is to develop a core area in each province as main attraction or service center, while developing Subic and Clark as the nuclei or hub for tourism in the region, with these areas providing the gateways. The core areas shall be called the tourism centers of the region. While the strategy does not preclude the development of other areas or attractions
in the provinces, priority attention shall be given to developing the tourism centers as the region’s major tourism showcase. The idea is to have in each province a convergence point where visitors would have the amenities, facilities and attractions of interests to tourists all in one place. Each tourism center would promote a different theme or carry a unique feature that would engage tourists to a different experience as they go from one province to another. This would allow also the province or tourism center to stand alone and provide visitors a feeling of “must experience” even without seeing the other areas of the region. Shown below is an illustration of said concept:
Tourism development of the provinces or tourism development areas (TDA) would also be pursued around the following themes:
Province/TDA / Core ThemeAurora / Surfing and Country Get Away
Bataan / Historic Place of Valor
Bulacan / Arts, Cultural and Historical Center
Nueva Ecija / Agri-Tourism and Nature Adventure Destination
Pampanga / Culinary Hotspot
Subic-Clark / Leisure, Sports, MICE Hub
Tarlac / Pilgrimage and Ecotourism Site
Zambales / Beach and Mountain Hideaway
To realize the above strategies and respond to meeting the thrusts and goals of the NTDP, the Region shall endeavor to carry out the following measures:
NTDP Strategic Direction 1:Developing and marketing competitive tourist destination and products
Action / Responsible/Participating Entity(ies) / Time Frame
Short / Medium / Long
Product Development
Organize Clusters of TDAs / DOT, ATOCEL
Rehabilitate/redevelop TDAs /
· Conduct diagnostic assessment of sites
· Formulate local tourism area/site development plans/business plan / LGUs, DENR, DOT, DTI, SBMA, CDC / /
· Implement site improvement / LGUs, DOT, TIEZA
ü Developing unique features, such as architecture, customs and traditions /
ü Enhancing the aesthetic character or environment/ beautification / /
ü Open space/ amusement or green park development / /
ü Development of walk paths, local art or craft shops /
ü Providing areas or venues for sports or outdoor recreation / /
Develop new market-competitive destinations and products
· Development of Subic for cruise tourism / SBMA, DOT /
· Develop facilities for large conventions in Clark and Subic / SBMA, CDC, DOT /
· Develop potential for entertainment/amusement, sports, ecotourism, wellness, medical and retirement tourism / LGUs, DOT, DENR, DTI, SBMA, CDC, private sector / /
· Development of integrated resort / Private Sector /
Establish TEZs and investment incentives / TIEZA, LGUs / /
Conduct Cultural Mapping / LGUs, NHI /
Implement preservation and development of cultural and historical heritage / LGUs, NHI, DOT /
Develop or improve accommodation and other service facilities / DOT, private sector/associations of hotels, resorts and restaurants, LGUs /
Intensify promotion of tourism-local industry linkage / DTI, DOT, private sector /
Marketing and Promotion
Develop and promote a unified tourism brand / LGUs, DOT, SBMA, CDC /
Determine target markets / DOT, ATOCEL, CDC, SBMA / *
Mobilize various media to promote CL’s attractions / DOT, LGUs, CDC, SBMA / *
Harmonize marketing and promotion collaterals / SBMA, CDC, LGUs, DOT /
Organize tour operators / DOT, tour operators /
Develop tour packages / Tour operators, SBMA, CDC /
Strengthen market research and database management
· Build DOT’s market research database / DOT /
· Network with academic and other institutions / DOT, academe, market research institutions / *
NTDP Strategic Direction 2:
Improving tourism institutions, governance and human resource
Action / Responsible/Participating Entity(ies) / Time Frame
Short / Medium / Long
Develop and implement a tourism enterprise accreditation system and standards / DOT, LGUs, RDC /
Institutionalize/establish policies for regulating and monitoring tourism enterprises / DOT, LGUs /
Streamline business permit and licensing system and reduce cost of doing business / DTI, LGUs /
Institutionalize local tourism offices and build capacities of LGUs / LGUs, DOT / *
Determine and establish an appropriate mechanism for facilitating tourism investment promotion[Investor’s Assistance Office (IAO)] / RDC, DTI, SCAD /
Strengthen stakeholder partnerships / DOT /
Strengthen DOT’s capacity as coordinating and facilitating body / DOT, TIEZA /
Mobilize public and private resource for tourism promotion and product development / ATOCEL, LGUs, NGAs / *
Develop competent and productive tourism workforce / LGUs, SBMA, CDC, DOT, TESDA / *
Intensify tourism security / LGUs, PNP / *
Develop and implement programs for safeguarding vulnerable groups / LGUs, DSWD /
Formulate and adopt local tourism codes / LGUs /
NTDP Strategic Direction 3:
Improving market access and connectivity
Action / Responsible/Participating Entity(ies) / Time Frame
Short / Medium / Long
Organize tourist transport services and rationalize transport fares / LTFRB, SBMA, CDC, CIAC, DOTC /
Study the possibility of alternative transport mode, in particular the revival of the port of Orion for Metro Manila and Central Luzon connection through the western seaboard / DOTC, LGUs /
Identify and build priority tourism road infrastructure / LGUs, DPWH, DOT, /
Build, install VICs, clean rest stops, directional signage / DOT, TIEZA, DPWH /
Improve traffic management / LGUs, DOTC / *
Note: * - continuing activity
In pursuit of the Action Plan, the following policies are also recommended:
· Support tourism industry development through provision of appropriate incentives, infrastructure and services.
· Ensure management and protection of the environment and natural resources in tourism development areas.
· Preservation and development of the tourism potential of historical and cultural heritage sites/assets for the perpetual enjoyment, education and appreciation of both local people and tourists.
· Ensure reasonable transport fares for locally-regulated public utility vehicles.
· Ensure ease of access through provision of road infrastructure and traffic management.
· In the rehabilitation or upgrading of tourism road infrastructure, preserving trees alongside roads to be rehabilitated is given premium to the extent that it is practicable, otherwise replacement of trees that have to be cut must be ensured.
· Ensure the accreditation of tourism establishments with the DOT and the maintenance of facilities, amenities and services within standards.
· Promote skills upgrading and licensing of tourism workers.
· Ensure that the local area’s physical development should be in harmony with nature and its scenic attractions/ambiance.
· No signboards shall be installed in areas that would block, diminish or ruin the region’s scenic views/landscapes.
· Provide for the protection of children, women, indigenous people and other vulnerable groups from the adverse social impacts of tourism.
· Ensure safety and security of tourists in TDAs at all times.
Given the enormity of the task for implementing the Plan, it is therefore crucial that all industry players play a role or participate in this effort. Hence, all are enjoined to give their share because it is only truly through partnership and collaboration could the intent of the Plan be achieved and the tourism sector’s sustainable development be a reality.