ANNEX 4

National Ecotourism Strategy Preliminary Draft

December 2001

TABLE OF ONTENTS

1 !NT"OD#

T!ON

$
$ $ 0 10 10 12

1%1 STAT#S OF T&!S "EPO"T 1%2 ONTE'T AND BA ()"O#ND TO T&E NAT!ONAL E OTO#"!S* ST"ATE)+ 1%, DEF!N!T!ON OF E OTO#"!S* 1%. !*PE"AT!/ES FO" #")ENT A T!ON 1%1 OB2E T!/ES OF T&E NAT!ONAL E OTO#"!S* ST"ATE)+ 1%$ T&E PLANN!N) P"O ESS TO DATE 1%3 F#T#"E PLANN!N) STEPS

2 S!T#AT!ON ANAL+S!S
2%1 POL! + ONTE'T 2%2 A)ENTS OF DE/ELOP*ENT 2%, NAT#"AL "ESO#" E BASE 2%. #LT#"AL "ESO#" E BASE 2%1 *A"(ET ANAL+S!S 2%$ TO#"!S* *A"(ET!N) 2%3 T"ANSPO"T !SS#ES 2%- A O**ODAT!ON !SS#ES 2%0 S#PPO"T SE"/! ES 2%10 !*PA TS 2%11 &#*AN "ESO#" E DE/ELOP*ENT

1,
1, 11 22 ,$ .1 1, 1$1 $, $1 $-

, ST"ATE)! F"A*E4O"(
,%1 P#TT!N) T&E P!E ES TO)ET&E" ,%2 P"EL!*!NA"+ ST"ATE)! F"A*E4O"(

32
32 32

. (E+ E

OTO#"!S*

S!TES

33
33 33 30 -0 -1

.%1 T&E (E+ S!TE !DEA .%2 (E+ S!TE SELE T!ON P"O ESS .%, (E+ E OTO#"!S* S!TES AND BANNE" S!TES .%. E*E")!N) AND POTENT!AL (E+ E OTO#"!S* S!TES .%1 L!N(!N) (E+ E OTO#"!S* S!TES

1E

OTO#"!S*

*A"(ET!N) AND DE/ELOP*ENT P"O)"A*S

-2

1%1 OO"D!NAT!N) AND FO #SS!N) )O/E"N*ENT EFFO"TS -2 1%2 A T!ON PLAN TO ESTABL!S& AN E OTO#"!S* *A"(ET!N) P"O)"A* -, 1%, A T!ON PLAN TO ESTABL!S& AN E OTO#"!S* !N P"OTE TED A"EAS P"O)"A* -0

$ STANDA"DS AND A

"ED!TAT!ON

00
00

$%1 !*PE"AT!/ES FO" !ND#ST"+ STANDA"DS

$%2 A "ED!TAT!ON !N E OTO#"!S* 01 $%, BENEF!TS OF A 2O!NT APP"OA & 01 $%. A T!ON PLAN FO" ESTABL!S&!N) A P"O)"A* ON STANDA"DS AND A "ED!TAT!ON 02

3E

OTO#"!S*

DE/ELOP*ENT F#ND

0,
0, 0, 0.

3%1 OB2E T!/ES OF T&E F#ND 3%2 AD*!N!ST"AT!/E A""AN)E*ENTS 3%, A T!ON PLAN FO" ESTABL!S&!N) T&E F#ND

- P&!L!PP!NES E

OTO#"!S*

NET4O"(

01
01 01 0$
OTO#"!S*

-%1 NET4O"( OB2E T!/ES -%2 T&E "OLE OF ET4) -%, A &ANNEL FO" TE &N! AL S#PPO"T -%. A T!ON PLAN FO" ESTABL!S&!N) T&E P&!L!PP!NES E NET4O"(

03

0 STA(E&OLDE" APPEND!
ES

O**!T*ENTS

000

APPEND!' 15 E OTO#"!S* "ESO#" ES AND "ESO#" E *ANA)E*ENT !SS#ES 00 APPEND!' 25 (E+ S!TES AND (E+ S!TE DE/ELOP*ENT !SS#ES 00 APPEND!' ,5 (E+ S!TE A T!ON PLANS 00

A "ON+*S AND ABB"E/!AT!ONS #SED !N T&E "EPO"T ADB ASEAN ASA ASSET BCOD BI !"EA#A CBC% CBBE CBST CD CDA CI CIDA CITIES CO C!!A! C% ! DEN% DI,# DOST DOT DTI ECC EIA EO ET'# (AS!O (IT #AST #E( #IS #N! #O! #!S ha .%A! .TI! I!A( 00! ,#S! ,#1 OA % T!D! NAIA Asian Development Bank Association of Southeast Asian Nations Air Services Agreement Accessing Support Services and Entrepreneurial Technology Bureau of Cooperatives Development Brunei Indonesia alaysia !hilippines " East Asian #ro$th Area Community"Based Coastal %esource anagement Community and Barangay Business Enterprise Community Based Sustaina&le Tourism Community Development Cooperatives Development Authority Conservation International Canadian International Development Agency Convention on the International Trade in Endangered Species of 'ild (lora and (auna Community Organi)ation Conservation of !riority !rotected Areas !ro*ect Coastal %esource anagement !lan + !ro*ect Department of Environment and Natural %esources Department of Interior and ,ocal #overnment Department of Science and Technology Department of Tourism Department of Trade and Industry Environmental Compliance Certificate Environmental Impact Assessment E-ecutive Order Ecotourism Technical 'orking #roup (oreign"Assisted !ro*ects Office (ree and Independent Traveler #reen Alliance for Sustaina&le Tourism #lo&al Environment (acility #eographic Information System #ross National !roduct #overnment of the !hilippines #lo&al !ositioning System hectare .otel / %estaurant Association of the !hilippines .otel Tourism Institute of the !hilippines Integrated !rotected Area (und 0a&an 0alikasan ng !ilipinas ,ocal #overnment Support !rogram ,ocal #overnment 1nit emorandum of Agreement arine %eserve edium Term !hilippine Development !lan Ninoy A2uino International Airport

NEDA NEDC NES NESC N#A N#O NI!A NI!AS N!(! NTO OBST ! !A !A,( !A B !A'B !C3C !D !.I,TOA !%% !S'O !TA !TO %A %EC SNS TA TESDA TIB(I T ! TO% 1ND! 1NE! 1N+(AO 1! 1SAID 3(% 'TTC 'TO ''(

National Economic and Development Authority National Ecotourism Development Council National Ecotourism Strategy National Ecotourism Steering Committee National #overnment Agency Non #overnmental Organi)ation N#Os for Integrated !rotected Areas National Integrated !rotected Area System National !hysical (rame$ork !lan National Tourism Organi)ation Olango Birds and Seascape Tour !hilippine !eso !rotected Area !hilippine Airlines (oundation !rotected Area anagement Board !rotected Areas and 'ildlife Bureau !hilippines Convention and 3isitor Center !residential Decree !hilippine Tour Operators Association !hilippine %ural %econstruction ovement !rovincial Social 'elfare Officer !hilippine Tourism Authority !rovincial Tourism Officer %epu&lic Act %egional Ecotourism Committee Save Nature Society Technical Assistance Technical Education Skills Development Authority Tourism Industry Board (oundation4 Inc5 Tourism aster !lan Terms of %eference 1nited Nations Development !rogram 1nited Nations Environment !rogram 1nited Nations (ood and Agriculture Organi)ation 1niversity of the !hilippines 1nited States Agency for International Development 3isiting (riends and %elatives 'orld Travel and Tourism Council 'orld Tourism Organi)ation 'orld 'ide (und for Nature 6'orld 'ildlife (und7

1 !NT"OD# T!ON

1%1 STAT#S OF T&!S "EPO"T

This document is a !reliminary Draft of a National Ecotourism Strategy 6NES7 for the !hilippines5 A National Ecotourism Strategy $as called for in E-ecutive Order 111 6EO 1117 issued in 89995 3arious &odies esta&lished under EO 888 are undertaking the task of preparing the NES5 ,eading the process is the National Ecotourism Steering Committee 6NESC75 Supporting the process are 8: %egional Ecotourism Committees 6%ECs7 and the Ecotourism Technical 'orking #roup 6ET'#75 'hile the planning process is still in 6rogress4 this !reliminary Draft of the NES has &een prepared in order to elicit feed"&ack from a $ide range of stakeholder groups involved in ecotourism5 This is an opportunity for NES planners to set out their preliminary conclusions and to circulate these $idely so that all ecotourism stakeholders have an opportunity to criti2ue them and suggest ne$ directions $here necessary5 The %ECs $ill coordinate the responses from stakeholders4 region &y region5 The planning process is still at a preliminary stage5 There is ample scope for additions4 even ma*or revisions5 The !reliminary Draft is arranged in the format proposed for the final NES5 The follo$ing chapter presents a Situation Analysis4 tracing recent events in component parts of ecotourism5 An Overall Strategic (rame$ork is then presented4 $hich e-plains all the proposed ma*or strategic directions in one integrated chapter5 Si- further chapters take each of the ma*or strategic directions in turn and give details of $hat is proposed5 At this early stage4 the last si- chapters are only in outline form5 Eventually they $ill include detailed action plans for implementation5 The final NES $ill &e the guiding document of the &odies formed under EO 1115 It may also serve as a guide to other government agencies4 to N#Os and to organi)ations and individuals in the private sector5 .ence4 the language is straightfor$ard5 'here *argon is used4 it is the *argon of ;ecotourism;5 The goal is to transcend the &oundaries &et$een disciplines and to encourage participation &y a $ide variety of stakeholders5

1%2

ONTE'T AND ST"ATE)+

BA

()"O#ND TO T&E

NAT!ONAL E

OTO#"!S*

In 89984 the Department of Tourism in colla&oration $ith the 1nited Nations Development !rogramme 61ND!7 prepared the !hilippines Tourism aster !lan 6T !75 Among the tourism o&*ectives esta&lished &y the T ! is one aimed at positioning the country as a $orld"class tourism destination under the

guiding principle of sustaina&le tourism development5 In 899<4 a National Tourism Congress took up this theme and at that Congress the concept of =ecotourism> $as introduced into the !hilippines5 Then4 &et$een 899? and 899@4 a series of regional ecotourism seminars discussed the concept5 This $ork culminated in 899@ in a Technical 'orkshop on Sustaina&le Tourism4 during $hich the elements of a sustaina&le development frame$ork $ere identified and key issues defined5 On Aune 8B4 89994 E-ecutive Order 111 $as issued5 This esta&lished a formal organi)ational structure for the development of ecotourism in the !hilippines5 EO 111 created a National Ecotourism Development Council 6NEDC74 com6ose7 of the Secretaries of Tourism4 Environment and Natural %esources4 Interior and ,ocal #overnment4 Trade and Industry4 (inance4 Education4 Culture and Sports4 and the Secretary"#eneral of the National Economic and Development Authority and representatives from the private sector and non" governmental groups5 1nderneath the NEDC4 a National Ecotourism Steering Committee 6NESC7 and 8: %egional Ecotourism Committees 6%ECs7 $ere esta&lished to implement the programs and activities approved &y the Council5 EO 111 also called for an Ecotourism Technical 'orking #roup 6ET'#7 to provide technical and administrative support to the NEDC and the NESC5 All of these &odies no$ e-ist and are active5 They are referred to collectively in the !reliminary Draft NES as =the EO 111 &odies>5 The first function assigned to the NESC in EO 1114 and the one that provides the essential rationale for the NES planning $ork currently under $ay4 isC Formulate and develop a national ecotourism strategy and program for the promotion and development of ecotourism in the country. EO 111 further stipulates thatC The National Ecotourism Strategy shall be prepared by the Council to provide an integrated management plan !hich shall !arrant a comprehensive direction for the future of ecotourism in the country by recogni"ing issues and problems for its sustainable development and recommend feasible approaches in addressing these issues. The Strategy shall be formulated in consultation !ith concerned sta#eholders in the environment and tourism sectors including indigenous peoples and local communities to be effected by ecotourism development. And furtherC To complement and support the aforementioned Strategy a National Ecotourism $rogram shall be developed. The program shall encompass the ma%or aspects of ecotourism !hich are &' development management and protection of identified ecotourism sites( )' product enhancement and development( *' environmental education and information campaign( 4' support programs for community ste!ardship and livelihood development.

1%, DEF!N!T!ON OF E

OTO#"!S*

In Octo&er 89994 t8e First National Ecotourism Congress $as held in Tag&ilaran City4 Bohol5 Organi)ed &y the DOT9 DEN"9 D!L) and supported &y 1ND!4 this Congress generate7 a num&er of outputsC a com6re8ensi:e definition of ecotourism4 a vision and mission statements4 and a set of goals to gui7e us of ecotourism in the !hilippines5 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 !ithin a natural and cultural heritage area !here community participation protection and management of natural resources culture and indigenous #no!ledge and practices environmental education and ethics as !ell 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 $hilippine tourism characteri"ed by a balanced ecosystem and a !ell,preserved culture and indigenous #no!ledge systems and practices !hich are nurtured by committed empo!ered responsive and gender,sensitive sta#eholders for the benefit of present and future generations. Ecotourism Mission To position the $hilippines as a globally competitive ecotourism destination anchored on sustainable development !here the use development and protection of the country+s natural resources and environment as !ell 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 institutionali"e community participation facilitate domestic and foreign investments promote environmental education and ethics instill nationalism and harness local entrepreneurship and multi, sta#eholder

partnership to!ards the upliftment of the -uality of life of host communities and the enrichment of visitor e.perience. Ecotourism Goals /evelop globally competitive ecotourism products. /evelop responsible ecotourism mar#et 0ptimi"e community benefits and enhance the -uality of visitor e.perience from ecotourism. T8e #nite7 Nations 8as 7eclare7 2002 as t8e !nternational +ear of Ecotourism follo;ing a recommen7ation by t8e P8ili66ines% !n su66ort of t8is 7eclaration9 many countries t8roug8out t8e ;orl7 are currently 6re6aring t8eir national 6lans on ecotourism% /arious international an7 regional conferences 8a:e also been organi<e7 to 7iscuss an7 s8are e=6eriences on 7e:elo6ing ecotourism an7 community>base7 tourism% !n t8e P8ili66ines9 t8e 1000 Bo8ol ongress 8as clearly 7efine7 t8e conce6t of ecotourism in relation to t8e nee7s an7 as6irations of t8e P8ili66ines ;8ic8 is9 t8us9 custom>7esigne7 to t8e P8ili66ines conte=t% T8e Bo8ol ongress out6ut 8as9 t8erefore9 lai7 t8e foun7ations for t8e NES%

1%. !*PE"AT!/ES FO" #")ENT A

T!ON

The intro7uctory paragraphs of EO 111 6ro:i7e the fundamental rationale for proposing a system for promoting and developing ecotourism in the !hilippinesC .. it is the policy of the State to develop and promote sustainable tourism !hile en%oining the participation of the Filipino people in enhancing the gro!th and competitiveness of the $hilippine 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 en%oyment of the present and future generations( .. the development and promotion of ecotourism in the $hilippines are viable and sustainable activities that !ill promote the protect of our environment !hile contributing at the same time to the gro!th of the economy( .. there is a need to establish an integrated system that shall !arrant and focus government effort to sustain the viability of ecotourism development in the country1..

As a refinement to this rationale4 the NESC is suggesting specific and urgent national priorities that can &e addressed &y the NES4 to ;itC diversify the !hilippinesD tourism product mi-4 especially in light of current 7o;nturn in tourist arrivals5 spread the &enefits of tourism to rural areas4 not only for the 6ro:ision of employment generation and poverty alleviation &ut also for the sustaina&ility of the tourism industry5 ensure the long"term sustaina&ility of conservation management systems &y providing an economic rationale for conservation management of natural and cultural sites5 promote $holesome styles of recreation in outdoor environments and to provide for conservation a$areness programs and education outside the classroom5 minimi<e9 if not totally eliminate9 6ractices t8at 7egra7e t8e natural an7 cultural resources by creating mo7els t8at ;ill 7emonstrate ;ays for local communities to engage in non>e=6loitati:e an7 unsustainable manner of utili<ing? e=6loiting t8e resources%

1%1 OB2E

T!/ES OF T&E

NAT!ONAL E

OTO#"!S*

ST"ATE)+

In light of the foregoing4 the follo$ing o&*ectives are proposed for the NESC 85 To fulfil the re2uirements of EO 111 for an integrated4 management"oriented document that proposes feasi&le approaches to the promotion and development of ecotourism4 through a process that recogni)es current issues and that includes consultation $ith concerned stakeholders from the environment and tourism sectors5 <5 To a78ere to the Bohol Congress definition and approach &y considering ecotourism as an important tool for sustaina&le development4 management4 protection and conservation of the countryDs environment4 natural resources and cultural heritage5 E5 To relate the NES to urgent economic4 social4 environmental4 educational and resource management imperatives of #overnment an79 t8us9 heighten the sense of urgency for t8e implementation of 6rograms an7 6ro@ects%

1%$ T&E PLANN!N) P"O

ESS TO

DATE

After issuing E-ecutive Order 1114 the #overnment made its commitment to ecotourism clear &y taking positive steps to esta&lishing the EO 111 &odies5 The NESC4 ET'# and %ECs no$ meet regularly and are active5 A 6ro6osal

;as submitte7 to t8e Ne; Aealan7 )o:ernment for t8e tec8nical assistance in t8e formulation of t8e NES% T8e Ne; Aealan7 Official De:elo6ment Assistance BNAODAC a66ro:e7 t8e P8ili66ine )o:ernment 6ro6osal9 t8us9 a tec8nical assistance is no; 6ro:i7e7 to ;orD alongsi7e ;it8 t8e NES an7 ET4) 6re6aring t8e NES% The ET'# is no$ &een housed in its o$n office $ithin t8e DOT 6remises5 om6rising t8e )rou6 are technical officials from DEN%4 DOT4 DI,# and NEDA5 The ET'# &egan its $ork $ith a series of team &uilding $orkshops ;it8 t8e NAODA to buil7 a common un7erstan7ing for t8e formulation of t8e NES% 'ith NFODA support4 it conducted an e-tensive round of regional ecotourism stakeholder consultation $orkshops as s8o;n in Table 1 > 15 These regional $orkshops $ere designed to allo$ key stakeholders the opportunity to influence the NES from the outset5 They $ere also opportunities for information gathering and for the mem&ers of the ET'# to &ecome familiar $ith ecotourism in the regions5 Based on the $orkshops and site visits4 mem&ers of the ET'# then drafted the Situation Analysis 6 as 7iscusse7 in Section 2 of t8is re6ortC for the NES5
!a"le1#1$ %e&ional Ecotourism Sta'e(ol)er *onsultation +or's(o,s in 2 CA%4 < August4 Baguio City %eg I4 8@ August4 San (ernando City %eg II4 <G Aune4 Tuguegarao City %eg III4 <E August4 Angeles City %eg I3 A4 89 Septem&er4 Tagaytay City %eg I3 B4 <E August4 !uerto !rincesa %eg 34 <G Aune4 ,egaspi City %eg 3I4 <8 Aune4 Iloilo City 1

%eg 3II4 <G Aune4 Ta&ilaran City %eg 3III4 <9 Aune4 Taclo&an City %eg IH4 : Septem&er4 Fam&oanga City %eg H4 <I April4 Cagayan de Oro %eg HI4 < ay4 Davao City

%eg HII4 8E Septem&er4 Cota&ato City CA%A#A4 <I April4 Cagayan de Oro

The regional $orkshops generally endorsed the Bohol Congress definition of ;ecotourism; as the starting point for the NES and produced the &eginnings of a shared vision on ho$ to develop styles of tourism that conform to the ideals implied &y that definition5 The ET'# compiled the outputs of the regional $orkshops into a matri- and then invited all the EO 111 &odies to attend a National Ecotourism !lanning 'orkshop to discuss an7 relate the composite results5

11

.eld at Clark Air&ase on <B and <@ Novem&er <GG84 and attended &y -1 mem&ers of EO 111 &odies from throughout the !hilippines4 the o&*ectives of the National Ecotourism !lanning 'orkshop $ereC To discuss elements of the proposed National Ecotourism Strategy &ased on the issues and concerns identified &y the stakeholders in the regional ecotourism stakeholder consultation $orkshopsJ To identify + select 0ey Ecotourism Sites &ased on the list of ecotourism areas from the regional $orkshops and su&se2uent deli&erations &y the %ECsJ and To develop an action plan for aspects of the proposed National Ecotourism Strategy5 The key results of the National Ecotourism !lanning 'orkshop are contained in this !reliminary Draft of the NES5 They are presented no$ in order to elicit reactions and generates further ideas from a $ider stakeholder audience5

1%3 F#T#"E PLANN!N) STEPS

The %ECs $ill lead the ne-t stage of planning during $hich the focus $ill &e on assessing reactions to the !reliminary Draft on a regional &asis5 The %ECs in each region are com6ose7 of the %egional Director of DOT4 %egional E-ecutive Director of DEN%4 %egional Technical Director for Environmental anagement and !rotected Area Sector of DEN%4 NEDA" !CSD4 a private sector representative and a re6resentati:e from t8e concerne7 local go:ernment unit% The individual %ECs $ill undertake $hatever activities they feel appropriate to elicit reactions and ideas for the NES from the $idest possi&le range of stakeholder groups5 !n early February 20029 t8e NES ;ill call for t8e submissions of fee7bacD on t8e Preliminary Draft from t8e "E s% T8ese ;ill t8en be com6ile7 an7 t8e results incor6orate7 in t8e Final Draft of t8e NES9 ;8ic8 is 7ue in *ay 2002% T8e NES is currently 7iscussing t8e 8ol7ing of a Secon7 National Ecotourism ongress to be 8el7 sometime in 2002 to launc8 t8e NES%

12

2 S!T#AT!ON ANAL+S!S

2%1 POL!
2%1%1

ONTE'T

Tourism an7 Economic )ro;t8 Tourism in the !hilippines accounts for @5B percent of #ross Domestic !roduct and generates appro-imately five million *o&s5 %ecently4 tourism has achieved a higher level of 6riority $ithin the !hilippine economic policy5 !resident #loria acapagal"Arroyo has elevated tourism to a senior ca&inet post5 The edium Term !hilippine Development !lan 6 T!D!7 <GG8 K <GG? no$ features a separate chapter on tourism and its contri&ution to the economy5 It is seen as a means to achieve national o&*ectives centere7 on poverty alleviation4 employment generation and infrastructure strengthening5 T8e se6arate c8a6ter on tourism in t8e *TPDP is attribute7 to t8e formulation of t8e P8ili66ine Tourism *aster Plan BT*PC in 1001 an7 t8e Presi7ent 6ronouncement to i7entifying tourism as one of t8e 6illars of t8e countryEs economic reco:ery% T8e main goals of T*P are to5 Optimi)e the contri&ution of tourism to economic gro$th at a national and regional level Enhance and contri&ute to social cohesion and cultural preservation at a local level Develop tourism on an environmentally sustaina&le &asis Develop a diversity of destinations4 attractions and markets to minimi)e e-posure to ma*or internal and e-ternal threats to tourism industry5 A 8999 assessment of T !Ds implementation revealed that ma*or policy shifts $ere evident in the areas of transportation and infrastructure $hile those of human resources4 marketing and other areas had yet to &e fully achieved5 In the transportation sector4 E-ecutive Order No5 <89 li&erali)ed the international and domestic aviation policy5 This policy opened market access to ne$ players on domestic routes4 thus4 improving the accessi&ility of ma*or tourism destinations at com6etiti:e prices $ith &etter 2uality service5 Airports $ere upgraded and ne$ gate$ays $ere opened in ,u)on 6,aoag4 Su&ic and Clark74 3isayas 6 actan"Ce&u7 and indanao 6Davao4 Fam&oanga and #eneral Santos75 'ater transport $as e=6an7e7 ;it8 t8e issuance of E-ecutive Order No5 8@:4 $hich opened the domestic $ater transport industry to ne$ operators and investors5

13

%ecogni)ing the importance of the environment to the tourism industry4 the T ! also espoused a set of principles to aid tourism planning and development at the national4 regional and local levels5 These principles includeC Environmental sustaina&ility $hich ensures that the present use of the environment and its resources are maintained at a level that does not pre*udice the a&ility of future generations to similarly use these resources an7 meet t8eir o;n nee7s Ecosystem linkages that serve as a &asis for the esta&lishment &y legislation or a *oint management procedure for &oth terrestrial and ad*acent coastal tourism areas Ecological interactions or the recognition of the intrinsic connection &et$een sustaina&le use of living resources and protecting ecological processes ultiple uses $hich allo$ the ma-imum variety of uses consistent $ith conservation and ackno$ledging nature"&ased limitations in the pursuit of development

Effective integration of environmental and socio"economic consideration into the decision"making process 6;sound ecology is good economics;75 The T !4 therefore4 advocates and adheres to the concept of sustaina&le development through the implementation of appropriate policies and strategies to protect areas $ith high environmental and cultural sensitivity $hile at the same time providing livelihood to local community and enhancing the 2uality of visitor e-perience5 2%1%2 Ecotourism Policy Anchored on the T ! and P8ili66ine Agen7a 6!A7 <84 a sustaina&le tourism development frame$ork $as prepared &y the DOT in 899@4 providing for ecotourism as one of the tourism activities that can sustaina&ly manage natural and cultural resources $hile providing employment opportunities for local communities5 At that time4 colla&orations &et$een the DOT and other agencies such as the !rotected Areas and 'ildlife Bureau 6!A'B7 of the DEN%4 the National Commission for ulture and the Arts and the National useum $ere also &eginning $ith the aim of fostering ecotourism5 Building on these initiatives4 E-ecutive Order No5 111 issued in 899@ provided the &asis for a formal partnership &et$een DOT and DEN% and other agencies to fully develop and promote ecotourism5 EO 111 also esta&lished an institutional frame$ork and mechanism for the integrated development of ecotourism5

14

The o&*ectives of EO 111 $ere furthered &y the National Ecotourism Congress in Bohol in 8999 that adopted a national policy and definition of ecotourism 6See Chapter 875 2%1%, Protecte7 Areas Policy In 899<4 %epu&lic Act No5 B:@I $as passed providing for the esta&lishment and management of a National Integrated !rotected Area System 6NI!AS75 The NI!AS la$ also provides for the esta&lishment of &uffer )ones and other multi6le use )ones including ecotourism5 Conse2uently4 the )oning of protected areas has taken recognition of the role of tourism in its protection4 development and management5 Tourism activities4 particularly ecotourism are permitted in =recreational )ones> to provide &enefits to local residents as $ell as ena&le visitors to appreciate the &eauty of nature5 Along these lines4 the DOT and !A'B have teamed up to develop a meaningful policy5 To ensure that environmental management plans are carried out4 the NI!AS la$ mandates the esta&lishment of a !rotected Area anagement Board 6!A B7 to plan and administer the protected area4 approve any proposal or $ork plan to &e implemented4 delineate and demarcate protected area &oundaries and promulgate rules and regulations for the conservation4 protection and management of the area5

2%2 A)ENTS OF DE/ELOP*ENT

2%2%1 *oti:ations !n:ol:e7 In the development and promotion of ecotourism in the !hilippines4 there is a $ide range of individuals and organi)ations involved in the preparation of plans4 product development4 implementation and marketing5 Their involvement is motivated &y different interests4 ranging from the need to conserve natural resources4 develop local communities4 alleviate poverty to providing an economic rationale for utili)ing protected areas5 2%2%2 Organi<ations !n:ol:e7

-ational Go.ernment The DOT4 pursuant to E-ecutive Order No5 8<G4 is mandated to ensure that tourismDs economic &enefits are dispersed to a $ider segment of the population5 The DEN%4 on the other hand4 is mandated &y E-ecutive Order No5 89< to conserve4 manage and develop the !hilippinesD environment and natural resources including its territorial $aters and lands of pu&lic domain5 A

15

key responsi&ility of the DEN% is to manage protected and natural areas to ensure that future generations can en*oy and reap &enefits from the resources5 In addition4 there are other national #overnment agencies $hose support is essential to ecotourism4 namelyC Department of Education Culture and Sports K $ith potential to influence values and raise a$areness of the need to protect the environment4 preserve cultural heritage and foster social cohesion and national unity among the (ilipinos5 Department of Interior and ,ocal #overnment K $ith potential to ensure the cooperation and support of local government units in national ecotourism programs4 providing a conducive climate for &uilding partnership among &usiness and civil society to manage and develop ecotourism sites5 Department of (inance K $ith 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 climate5 Department of Trade and Industry K $ith potential to continually foster the development of indigenous products and resources that can &e promoted and marketed internationally5 National Economic and Development Authority K $ith potential to provide the policy and ena&ling climate for ecotourism to develop in consonance $ith the !hilippine Agenda <8 and various international and regional declarations and agreements $herein the !hilippines is a signatory5 'hile government provides the policy to$ards developing ecotourism4 there are also other agents or organi)ations that have already &egun the ground$ork $ay ahead of the government5 These organi)ations have colla&orated $ith each other and secured support from international sources to implement various ecotourism programs5 Ta&le <"8 sho$s the different institutions involved in ecotourism5
!a"le 2#1$ /&ents for De.elo,in& Ecotourism Pro)ucts Ecotourism Pro7ucts Outdoor recreation Eco"'alk Trekking %iver rafting+ kayaking Caving Diving Bird 'atching Cultural
Source$ D0! %e&ional 0ffices

Organi<ations !n:ol:e7 !rivate Sector DEN%4 N#O4 edia4 local foundation DEN%4 ,#14 DOT4 !TA4 ,#14 SB A4 local foundation4 tourism councils4 local community #uide association DEN%4 ,#14 National useum !rivate sector4 DND4 !CSD4 DEN%4 N#Os4 ,#1s ,ocal foundation ,#14 Tourism Councils

16

Non,2overnmental 0r&ani1ations 'hile the government is currently leading the promotion of ecotourism4 there $ere a num&er of non"governmental organi)ations that started developing ecotourism pro*ects as early as 89@G $hen the term =ecotourism> first &ecame a &u))$ord among conservation groups5 The key N#Os involved in the development of ecotourism includeC !hilippine %ural %econstruction ovement 6!%% 75 1nder its ;EcoDev Tour; program4 the !%% has developed nature tours in Ifugao4 arindu2ue Island and Camiguin5 'orld 'ildlife (und 6''(7 !hilippines 60a&ang 0alikasan ng !ilipinas " 00!7 is an environmental organi)ation committed to reverse the accelerating degradation of the environment5 The 00! is actively involved $ith ecotourism programs in Tu&&ataha %eef4 Donsol4 !amilacan and the Turtle Islands5 Conservation International 6CI7 is a field"&ased organi)ation that helps in the protection of ecosystems and improving the 2uality of life of local communities5 CI has recently &een involved $ith ecotourism in the Northern Sierra adre and Nort8ern !ala$an5 3oluntary Services Overseas 63SO7 !hilippines provides long term practical assistance to &oth government and N#Os $orking on issues that face the ur&an and rural people throughout the country5 The key areas that 3SO are $orking includeC community"&ased resource management4 enterprise development as $ell as education and communication5 Accessing Support Services and Entrepreneurial Technology 6ASSET7 provides assistance to various organi)ations to &uild their capacity as agents of social change and managers of people"driven development5 ASSET is a founding mem&er of the !hilippine Community"&ased Sustaina&le Tourism 6CBST7 Association and is implementing pro*ects in Bohol4 !ala$an4 Ce&u4 Davao4 Camiguin4 Ifugao4 El Nido4 arindu2ue and Bataan5 Tour packages have &een designed &y ASSET including canoeing4 riding4 river cruising4 museum tours and trekking5 .ari&on (oundation $orks for &iodiversity conservation and sustaina&le resource management5 Its mission includes the promotion of community" &ased management strategies4 conduct of scientific and socio"economic researches4 and advocacy and policy development for &iodiversity conservation5 Areas $here .ari&on has undertaken programs include t5 Isarog 6Camarines Sur74 asinloc 6Fam&ales74 Bolinao 6!angasinan7 and #etafe 6Bohol75 El Nido (oundation is a social development organi)ation that seeks to improve the 2uality of life in El Nido $hile at the same time preserving the areaDs natural integrity through community"&ased efforts and partnerships in conservation and sustaina&le utili)ation of the communityDs resources5

17

0ey programs include reha&ilitation of $atershed in Be&eladan4 $aste management4 micro financing and improvement of &asic social services5 Go.ernment *or,orations The !hilippine Tourism Authority 6!TA7 is an attached agency of DOT as its im6lementing arm for 68ysical 7e:elo6ment5 The !TA has set aside a special fund for environmental pro*ects related to ecotourism5 E-amples include the conservation of Chocolate .ills and endangered tarsiers in Bohol4 the propagation of giant clams and reha&ilitation of coral reefs in the .undred Island National !ark in !angasinan5 The !TA is implementing an environmental infrastructure pro*ect in Boracay Island that $ill provide pota&le $ater supply4 sanitation and a se$erage disposal system5 Pri.ate Sector Compared $ith other ASEAN countries4 the !hilippines is lagging &ehind its neigh&ors in private sector ecotourism development and promotion5 There are relatively fe$ speciali)ed ecotourism operators in the !hilippines such as the El Nido %esorts 6no$ o$ned &y the Asian Conservation Corporation74 dive operators and a handful of adventure operators5 2ocal Go.ernment 3nits 42G3s5 In the history of !hilippine governance4 several legislative and e-ecutive measures $ere undertaken granting local government units 6,#1s7 self" governance4 decentrali)ation and local autonomy to ena&le them to attain their fullest development as self"reliant communities and make them more effective partners in the attainment of national goals5 In accordance $ith the ,ocal #overnment Code of 8998 6%epu&lic Act No5 B8IG7 a num&er of ,#1s have tied up $ith DOT4 DEN%4 N#Os4 (oundations and the private sector to undertake community"&ased sustaina&le tourism pro*ects5 In addition4 some ,#1s have colla&orated $ith media and outdoors clu&s to promote greater consciousness to protect the environment and cultural heritage5 Several ,#1s have $on citations and a$ards from national and international &odies for their efforts to promote environmental protection4 conservation and management5 The Baguio CityDs Eco"'alk program $as undertaken &y the ,#1 in close cooperation $ith the media4 DEN%4 N#O and local organi)ations5 The Eco"'alk includes educational tours4 hiking4 trekking and tree planting to instill participants $ith a sense of commitment to protect the environment5 !ala$an has &een cited &y various organi)ations as an ideal site

18

for ecotourism due to the ,#1s active role protecting the environment through advocacy and dialogues $ith communities and concerned stakeholders5 ,#1 initiatives in Bohol have helped make it an ideal site for ecotourism5 The successful dolphin and ;8ale>;atc8ing tour in Bais4 $hich has contri&uted supplemental livelihood to fishermen and local communities4 $as spearheaded &y the ,#1 in tandem $ith N#Os5 6nternational 0r&ani1ations an) 7ilateral /rran&ements Not only government and private sector are involved in ecotourism in the !hilippines5 International agencies have launched various programs to promote ecotourism as a means to save depleting and degrading natural resources5 E-amples include Olango Island $here 1SAID has e-tended financial and technical support to DEN%Ds Coastal %esources anagement !rogram 6C% !7 to develop ecotourism5 The 'orld BankDs #lo&al Environment (acility has allocated 1SL9 million to fund alternative livelihood in priority ten protected areas under the Conservation of !riority !rotected Area !ro*ect 6C!!A!7 of the DEN%5 The N#Os for Integrated !rotected Areas 6NI!A7 $hich is managing C!!A! has signed a memorandum of agreement $ith DOT5 0t(er Go.ernments The Spanish #overnment has provided assistance to the !%% to implement an ecotourism program in Camiguin Island in Northern indanao5 The venture includes an island tour and homestay program managed &y the community themselves5 The NFODA program is providing technical assistance during the formulation and implementation of the National Ecotourism Strategy5 0ut)oor /ssociations Educational and outdoor recreational groups have actively supported ecotourism $ith a vie$ to &uilding greater a$areness and commitment to environmental protection5 Special interest activities such as &ird4 dolphin and ;8ale>;atc8ing have developed a niche market for local travelers $ho also help disseminate information to preserve endangered species5 Outdoor recreational programs such as $hite$ater rafting4 mountain clim&ing and cave e-ploration have gained $ide popularity among domestic travelers4 especially students and young professionals5 These programs are undertaken in cooperation $ith outdoor recreational organi)ations such as mountaineering clu&s4 cave and rafting associations that can provide training5 !opular ecotourism programs supported &y outdoor clu&s include caving4 river trailing4

19

rafting and kayaking in Callao Caves 6Tuguegarao74 Alayan Caves 6Nueva 3iscaya7 and trekking t5 !inatu&o 6Tarlac75 2%2%, !ssues an7 oncerns Despite some success4 there are still 2uite a num&er of constraints that inhi&it organi)ations involved to further promote ecotourism5 These includeC Plannin& ,ittle or no effort is taken to encourage greater private sector participation in the management of protected areas in partnership and+or cooperation $ith local communities The a&ilities of local communities are over estimated5 ,ocal o$nership and participation are certainly desira&le and necessary4 &ut they e-hi&it a limited degree of professionalism Conflicting and divergent roles of government4 private sector and non" governmental organi)ations sometimes cause confusion among local communities5 6m,lementation8 0,eration Entry fees to conservation areas are hardly enough to support operational e-penses and e-pansion programs that could enhance the 2uality of e-perience and attract more visitors Earnings from concessions and gate receipts are sometimes deposited $ith central authorities and thus are no longer availa&le to finance local nature conservation or improvement of facilities ,ocal populations lack the necessary kno$"ho$4 e-perience and financial resources ,ocal la&or forces cannot take on 2ualified *o&s &ecause of the lo$ level of training and education Tourism potential is over estimated &ecause of lack of realistic feasi&ility or market studies Mar'etin& !rivate sector and other relevant organi)ations are ignored instead of &eing included for their professionalism and understanding of markets ,inkage $ith the tourism industry4 particularly tour operators4 $holesalers and marketing agents needs strengthening5

2%2%.

!nstitutional Frame;orD To address the concerns of the different organi)ations4 the DOT and DEN% have $orked together to evolve the partnership needed to *ump"start ecotourism a$areness and cooperation5 !n EO 1119 t8e re6resentation of t8e 6ri:ate sector an7 non>go:ernmental organi<ations BN)OsC ;as 6ursue7 at t8e NED 9 NES an7 "E s% The selection of representatives from the private sector and N#Os is undertaken $ith criteria that emphasi)e commitment to sustaina&le tourism development initiatives5 %ecogni)ing the vital roles of indigenous peoples and academics in planning4 managing4 monitoring and advocating for ecotourism4 representation on the NEDC and NESC has &een assured $ith one slot each5 EO 111 institutionali)es partnerships amongst the three important stakeholders in sustaina&le development4 namely government4 &usiness and civil society 6including academics4 N#Os and I!s75 The government has therefore played a crucial role in formulating an ecotourism strategy for the !hilippines5

2%2%1

!m6lications for Ecotourism %ecogni)ing that the policy environment has &een esta&lished and a $ide range of individuals and organi)ations are no$ associated $ith ecotourism at the national and local level4 the EO 111 &odies should serve as the catalyst to &ring together agents of development to colla&orate4 cooperate and share e-periences to$ards sustaining the development and management of ecotourism in the !hilippines5 The follo$ing are some interventions that could further enhance these partnershipsC .armoni)e e-isting programs and pro*ects at the local levels &uilding on the Bohol CongressD definition of ecotourism Institutionali)e E-ecutive Order No5 111 through national legislation !rovide financing and technical assistance to small ecotourism enterprises Develop standards and accreditation programs for a variety of ecotourism products to ensure a consistent 2uality of visitor e-perience Esta&lish a net$ork of ecotourism practitioners through the formation of a !hilippine Ecotourism Net$ork !rovide technical and financial assistance to small scale ecotourism enterprises &y linking them $ith a net$ork of practitioners and financing institutions Create a permanent unit $ithin the DOT and DEN% to handle the coordination of ecotourism activities4 dissemination of information and sharing of e-periences among individuals and organi)ations involved in ecotourism

21

 Esta&lish regional Ecotourism Technical 'orking #roups to assist the %ECs carry out their mandate in EO 111 !rovide policy support through national and local incentives4 as $ell as financing and matching grants for ecotourism pro*ects Integrate ecotourism in overall policies and programs at the local level4 particularly in disseminating information4 enhancing a$areness and education5

2%, NAT#"AL "ESO#"

2%,%1

BASE

Natural "esources for Ecotourism 'ith *ust over B4GGG islands4 the !hilippines or ;!earl of the Orient Seas; is the $orldDs second largest archipelago after IndonesiaDs 8B4GGG islands5 Along $ith Borneo and !apua Ne$ #uinea4 the !hilippines forms the Coral Triangle4 the most diverse marine ha&itat of the tropics5 The &eautiful reefs of the Sulu and Sula$esi seas are home to a&out :@G of the $orldDs B9E species of reef" &uilding corals4 compared to *ust :G in the Cari&&ean and over EGG in the #reat Barrier %eef5 It is also the ha&itat for 84<GG varieties of reef fish4 including the plankton"feeding $hale shark4 the $orldDs largest fish5 The natural resource &ase for ecotourism also encompasses $etlands4 volcanoes4 rugged cliffs4 craggy seascapes4 and serene lakes surrounded &y $oodlands har&oring a rich variety of plants and animals5 In the forest4 fields and mountains a&out :GG species of &irds have &een recorded4 of $hich 8B< species are found only in these islands5 The !hilippines ranks fifth in the $orld and second in Asia4 ne-t to Indonesia4 in terms of its num&er of endemic animals5 Among plant rich countries in the $orld4 the !hilippines ranks <:th in the $orld and eighth in Asia5 According to Conservation International4 the !hilippines is &oth a mega"diversity country and one of the $orldDs highest priority hotspots for the conservation of nature5 This section provides a summary of selected natural attractions for ecotourism in the !hilippines $hich include 'orld .eritage Sites ASEAN .eritage Sites4 a Biosphere %eserve4 a Trans&oundary !ark and other protected areas5 Based on the 0ey Sites identified during the preparation of the National Ecotourism Strategy4 these attractions $ere discussed during e-tensive regional consultations and finali)ed at the National !lanning 'orkshop in Novem&er <GG85

22

2%,%2

Summary of Forest9 *ountain an7 /olcano Attractions 'ith its rich diversity of forest types and situated on the !acific =%im of (ire>4 the !hilippines has some of the most intense forest4 mountain and volcanic attractions in the $orld5

Mt9 /,o -atural Par' At <49:?m t5 Apo Natural !ark in eastern indanao is the highest mountain in the !hilippines $ith a total area of B<488Eha5 It is recogni)ed for its natural diversity of flora and fauna4 including the !hilippine eagle4 tarsier4 and <B< species of &irds of $hich ?G percent 6 111 species7 are endemic to t5 Apo5 It holds special significance to at least si- different indigenous peoples4 the ano&o4 Bago&o 1&o4 Ata4 0Dlagan and Tagacaolo peoples5 Seven entry points provide access to the mountain4 and t Apo is a popular ecotourism destination $ith hundreds of trekkers and mountaineers clim&ing t Apo each year5 !ro&lems $ith ru&&ish management has resulted in restricting trekkers5 7o(ol *(ocolate :ill Chocolate .ills are an esta&lished stop on the main tourist trail5 ,egend has it that these 8GGG or so nearly identical hills are the solidified teardrops of a lovelorn giant5 Tarsier visits near&y offer a firsthand encounter $ith the smallest primate species in the $orld5 The ,o&oc river cruise features fiesta style hospitality on rafts arranged &y the local community $ith a serenaded lunch5 *ami&uin an) 7u'i)non Security constraints have hampered the development of &eautiful northern indanao4 e-cept for domestic visitors $ho are attracted to Camiguin IslandDs volcanos4 springs and $aterfalls4 Bukidnon forests4 canopy $alk$ay and river running operation accessi&le from Cagayan de Oro5 Mt Guitin&#Guitin& ore than half of the Si&uyan Island4 $here t5 #uiting"#uiting lies4 is covered $ith forest5 The Island is accessi&le &y &oat from anila North .ar&or4 from the port of Batangas City4 or &y plane or &oat from anila via To&las Island5

23

Mt9 6saro& t5 Isarog 6849BIm7 Natural !ark in Camarines Sur !rovince in Southern ,u)on is a dormant volcano5 This important &ird area is a key conservation site in the !hilippines5 The !arkDs 8G488< ha5 contain one of the largest tropical rainforests in the Bicol !eninsula4 $ith nearly half still covered $ith primary forest5 Mt9 ;anlaon t5 0anlaon 6<4?IGm7 Natural !ark in Negros is <?4:GG ha of forest and volcano4 including the highest peak in Central !hilippines5 0anlaon has t$o craters and is one of the most active volcanoes in the country5 Despite many eruptions4 the most recent &eing in 899<4 the mountain is a favorite trekking destination5 !A B authorities have responded to accidents &y limiting the num&er of summit trekkers5 Mt ;itan&la) -atural Par' t5 0itanglad is the catchment area for Cagayan4 Tagoloan and !ulanguri %ivers of Northern indanao and has a vital role in regulating the supply of drinking $ater and crop irrigation to the $hole of Bukidnon !rovince5 The mountain range is also the ancestral territory of indigenous peoples such as Talaandig4 .iganon and Bukidnon tri&es4 $hich share common traditions and ties5 Noted for its forest types and &iodiversity4 t5 0itanglad is a nesting site for the !hilippine eagle5 3t. 3a#iling t5 akiling 6848??m7 (orest %eserve is an isolated volcano in Southern ,aguna $ith some impressive forest on its upper slopes5 It is an important $atershed and contains natural springs that are the ma*or tourist attractions of ,os BaMos5 It also serves as a natural la&oratory for students of the 1niversity of the !hilippines5 Mt9 Mayon t5 ayonDs near perfect <4EGGm5 cone is a defining feature of the !hilippines5 Erupting most recently in Aune <GG84 t5 ayon is one of the most active volcanoes in the $orld5 'hen conditions are sta&le4 ayon is a popular destination for day trips and overnight clim&ing e-peditions5

24

-ort(ern Sierra Ma)re -atural Par' Situated on the northeast coast of ,u)on4 Northern Sierra adre Natural !ark 6E894:8Eha7 is the largest protected area in the !hilippines4 although difficult to access5 It is considered important as the largest tract of forest remaining in the !hilippines and &ecause of the si)e and richness of its genetic4 species and ha&itat diversity5 It has ecotourism potential due to its high conservation value5 The trek into !alanan could &e com&ined $ith $ilderness coastal activities5 Current security constraints need to &e overcome and private sector operators engaged in the enterprise in order to make any significant conservation inroads &y providing &enefits to local communities in the !ark5 Mt9 Pinatu"o !erhaps the &est kno$n !hilippine volcano is t !inatu&o5 Its massive eruption in 8998 $as &oth tragic and spectacular5 The path of destruction 6lahar flo$ and formation of a crater lake7 has since &ecome an attraction to visitors4 located conveniently close to anila5 t5 !inatu&o is no$ a $ell" esta&lished ecotourism product involving an a$ard $inning4 DOT inspired partnership &et$een the indigenous Aetas peoples4 tour companies4 ?'D enthusiasts and resident communities5 Mt9 Pula& t5 !ulag B29.$0 mtsC is the second highest mountain in the !hilippines5 The t5 !ulag National !ark covers 884:GG hectares and attracts thousands of visitors due to its location only :G kms from Baguio City5 t5 !ulag is valued highly for its legacy of ethnic values5 The people around t5 !ulag &elieve the mountain is sacred and the a&ode of spirits of the departed5 The area has &een inha&ited for many centuries &y various tri&al peoples4 the 0alanguyan &eing the most dominant tri&e5 Other tri&es include the I&aloi and the 0ankan"ey5 Significant natural features include the d$arf &am&oo and the rarely seen and nearly e-tinct cloud rat4 $hich feeds on the &am&oo shoots and ,an)an5 Other flora in the park include tree ferns4 %hododendron and oak4 and have a close resem&lance to Tai$anDs forest and plant species5 !aal Volcano The active Taal 3olcano is only IGkms from the cityDs ma*or day trip attractions5 2%,%, Summary of oastal an7 *arine Attractions any coastal and marine attractions in the !hilippines are $orld class and have the potential to provide crucial ecotourism positioning for the country5 anila and has &ecome one of

25

Some destinations are already $ell developed4 $hilst in others promotion4 protection and access remain constraints5 /,o 6slan) Apo Island and Negros Oriental arine Conservation !ark $ere one of the early community>base7 coastal resource management models5 Apo Island lies off the coast of southeast Negros Oriental $ith &eautiful coral gardens4 a rock clim&ing $all and a fishing village5 /,o %eef -atural Par' Apo %eef Natural !ark is the largest atoll"type reef in the !hilippines5 Spra$ling across E? s25 km54 Apo %eef is a natural haven for over EB: species of fish4 &ird life including the endangered Nico&ar pigeon4 and a range of endangered plant species5 Apo %eef is a highly valued &ut little used dive destination5 7o(ol BoholDs marine attractions include Balicasag island $hich &oasts of magnificent diving5 The island is ringed &y a reef that drops a$ay $ith impressive su&marine cliffs as deep as :Gm5 !amilacan Island4 meaning the ;mating place of manta rays4; is <E kms east of Balicasag5 It could &e an ideal spot for $hale and dolphin $atching if current marketing and operational conflicts could &e overcome5 *oron 6slan) Coron Island in northern !ala$an comprises B8 s25 km of hills4 forests and lakes and is a protected ancestral domain of the Tag&anua peoples5 The Tag&anuas are semi"nomads $ith Negrito &lood5 ,ake Ca&ugao is reserved for the Tag&anua and is strictly off"limits to visitors5 Coron is highly valued for its diving4 sea kayaking4 rock clim&ing and opportunities for island hopping5 Donsol 'hale shark vie$ing from Donsol on the southern tip of southeast ,u)on has the potential to &e a $orld class attraction for the !hilippines5 Organi)ation4 competition &et$een operators4 seasonality4 and lack of guaranteed sightings are a constraint5

26

El -i)o< -ort(ern Pala=an any people claim that El Nido is the most &eautiful place in !ala$an4 $ith its tall limestone cliffs rising from the ocean4 hidden lagoons and many islets5 'ell"kno$n for its diving4 sea kayaking and rock clim&ing possi&ilities4 the protected area is managed &y El Nido %esorts4 a successful e-ample of a partnership $ith the private sector for ecotourism development5 Siar&ao 6slan) Situated to the northeast indanao4 Siargao Island is an important ecotourism destination due to its natural features and 2uality of surf4 despite its isolation5 Dugong 6sea co$74 flying fo-es4 tarsier and flying lemurs are some of the natural highlights of Siargao5 (or tourism4 Siargao is famous for the &est surfing in the !hilippines and surf resorts are $ell esta&lished5 Opportunities to link the niche surf markets $ith other land"&ased attractions have yet to &e e-plored5 !anon Strait 4=(ales an) )ol,(in =atc(in&5 The Tanon Straight &et$een Ce&u and Negros is protected and patrolled $ith strong commitment from ,#1s and local communities4 ensuring an a&undance of marine life5 Due to pioneering community"&ased protection $ork &y the Sulliman 1niversity in Dumaguete4 Apo Island offers diving and &each recreation in a pristine environment $ith a strong domestic market &ase5 Dolphin $atching tours from Bais in Negros Oriental are arranged &y the city of Bais4 Office of the ayor Tourism Operations Division4 guaranteeing dolphins throughout the year 6long"snouted spinner4 &ottle"nosed and spotted dolphins7 and $ith several species of resident $hales often sighted 6short" finned pilot4 d$arf sperm and melon"headed $hales75 !rans"oun)ary Par' The Turtle Islands 'ildlife Sanctuary in Ta$i"ta$i is the only remaining ma*or nesting ground of turtle rookery in all of South East Asia5 The #overnments of alaysia and the %epu&lic of the !hilippines have e-ecuted an a$ard $inning Bilateral Agreement to protect and conserve $hat $as called the Turtle Island .eritage !rotected Area 6TI.!A75 On the alaysian side4 ecotourists can see the $onder and ordeals of the turtles laying their eggs5 (rom the !hilippines access is generally considered unsafe4 due to the political upheavals in $estern indanao and Sulu Sea5

27

!u""ata(a -ational Marine Par' an) +orl) :erita&e /rea Tu&&ataha is also a remote atoll reef system4 &ut in contrast to Apo %eef4 Tu&&ataha attracts a significant num&er of divers during the short ay to Auly season5 ,ocated <GG kms from !uerto !rincesa in !ala$an4 Tu&&ataha is a successful e-ample of ecotourism4 $ith tourism closely linked to conservation5 Divers visit on live"a&oard charters paying significant user fees that generated !85Im in <GGG5 !rotection is assisted &y the full"time presence of the !hilippines National Coast #uard5 2%,%. Summary of LaDe9 "i:er an7 4etlan7 Attractions ,akes and $etlands in the !hilippines are important as feeding and $intering grounds for migratory &irds from Si&eria4 Aapan4 Australia and Southeast Asia5 'etlands provide &ird $atching4 scientific study and culture orientated opportunities5 /&usan Mars( +il)life Sanctuary Agusan arsh 'ildlife Sanctuary offers one of the very fe$ opportunities to see the !hilippine fresh$ater crocodile5 !ythons and the !hilippine co&ra are also present5 2a'e Danao !t is a 6o6ular 7omestic recreation area for fis8ing an7 6icnics in t8e surroun7ing forest% LaDe Danao is 8ome to a :ariety of ;il7life s6ecies% 0lan&o 6slan) Olango Island is a lo$"lying island off the east coast of actan Island4 Ce&u $here the donor"esta&lished Olango Birds and Seascape Tour 6OBST7 provides day visitors $ith a highly interpreted e-perience of the islands4 migratory &ird ha&itat4 village life and marine protected areas5 2%,%1 Summary of a:e Attractions Caves are found throughout the !hilippines amongst relatively young limestone5 They are particularly popular $ith domestic visitors5

28

Pena"lanca Protecte) 2an)sca,e The huge limestone systems of !ena&lanca in ,u)on attract mainly domestic cavers and pilgrims5 Callao Cave is one of the most popular and the regular evening &at flight from Bat Cave on the river is potentially an outstanding ecotourism product4 though currently undervalued and poorly presented5 $uerta $rincesa 4nderground 5iver The only !hilippinesD cave attraction $ith likely international appeal4 the &oat trip through !uerto !rincesa 1nderground %iver approached through coastal forest is esta&lished as the countryDs most successful cave e-perience5 So(oton *a.e Sohoton Natural Bridge National !ark in Samar $as one of the first national parks in Asia5 The park is famous for its natural stone &ridge feature and caves system and attracts the domestic market5 2%,%$ Summary of Nature>Base7 ultural Attractions

7atanes 6slan)s Batanes Island is a remote4 inaccessi&le4 yet &eautiful outpost in the far northern reaches of the !hilippine archipelago4 situated less than 8:G kilometers from southern Tai$an closer to Taipei than anila5 Only three of BatanesD ten islands are inha&ited5 Covering over <GG hectares it $as proclaimed a protected landscape and seascape in 899? for its uni2ue cultural characteristics5 Batan Island is home to the charming provincial capital of Basco4 $here narro$ streets and $hite$ashed homes make it one of the prettiest to$ns in the !hilippines5 The local Ivatan culture has evolved in isolation to that of the mainland ethnic groups5 'eekly flights link Batanes $ith Tuguegarao5 6fugao %ice !erraces The Ifugao %ice Terraces are an icon cultural product of the !hilippines5 Often marketed as the =Eighth 'onder of the 'orld>4 the Ifugao rice terraces are a $ell esta&lished attracting supporting one ma*or hotel4 several inns and a selection of village accommodation4 such as Batad5 ost visitors arrive on a north ,u)on package that includes Sagada and Baguio5 !otential e-ists for ecotourism development $ith village visits4 handicrafts and trekking to e-tend visitor stay and &ring &enefits to the local communities5

29

2a'e Se"u The scenic &eauty and cultural attractions of ,ake Se&u !rotected ,andscape in South Cota&ato $as an esta&lished tourism product &efore security constrained international visitors5 Ecotourism potential $ith community participation could feature the gentle charm of the TD&oli and their skill in $eaving and making &rass$are5 Table 2 F 2 s8o;s t8e :arious ecotourism 6ro7ucts a:ailable an7 can be 7e:elo6e7 in t8e foregoing sites% T8e "E s nee7 to furt8er e:aluate t8e 6ro7ucts an7 sites to 7etermine t8e marDet 6ositioning an7 ty6e of 7e:elo6ment nee7e7 to 6romote t8e sai7 areas for ecotourism%

!a"le 2#2$ Summary of Selecte) Ecotourism Pro)ucts in t(e P(ili,,ines

Protecte7 Areas? Acti:ities *ountai> neering? TreDDing ultural ontact Bir7 4atc8ing &iDing S6elun> (ing Sig8tsee> !ng?Tour "i:er Trailing Scuba Di:ing 4il7life 4atc8ing SnorDe> H H H H H H H H H H H H H H H H H H H *t% A6o *t% (anla on A6o "eef *t% !sarog *alam >6aya Soun7 *t% *alin> 7ang *t% Pulag El Ni7o *t% )uiting> )uiting oron !slan7 Agusan *ars8 Bat> anes Subic Bataan Sierra *a7r e Tur >tle !s% Siargao !slan7 *t% (itang> la7

H H H H H H

H H H H

H H H H H

H H H H

H H H H H

H H H H H H H H H H

H H H H H H

H H H H H H H H H

H H H H H H

H H H H

H H H H H H

H H H H H H H H

31

2%,%3

Natural "esource *anagement Almost all the natural attractions for ecotourism in the !hilippines are managed under the National Integrated !rotected Areas System 6NI!AS7 Act5 NI!AS legislation provides the institutional frame$ork &y $hich many stakeholder groups play an role in nature conservation and ecotourism5 The institutionali)ation of the !rotected Area anagement Board 6!A B7 has endeavored to reali)e t$o important o&*ectives for the #overnmentC strengthening local governance and fostering effective partnerships &et$een the #overnment and civil society in resource and protected area management5 The !A B4 $hich is the policy"making &ody at the site level4 e-ercises management supervision over each protected area5 At the site level and along $ith the !A B4 protected areas are administered &y the !rotected Area Superintendents specifically for the purpose of implementing the areaDs anagement !lan5 Some are supported &y the National Integrated !rotected Area !rogram 6NI!A!74 a special pro*ect of the Department of Environment and Natural %esources 6DEN%7 assisted &y a grant from the European 1nion 6E175 Others are assisted &y the Conservation of !riority !rotected Areas and Conservation !ro*ect 6C!!A!74 a *oint pro*ect of the DEN% and N#Os for Integrated !rotected Areas 6NI!A74 $ith funding assistance from #lo&al Environment (acility 6#E(7"'orld Bank5 ,ocal #overnment 1nits 6,#1s7 usually provide administrative+logistical support in pro*ect implementation as $ell as la$ enforcement5 Other national government agencies also provide technical support in &iodiversity conservation and assistance in la$ enforcement5 (or instance in t5 #uiting" #uiting4 the !hilippine National !olice+!hil5 aritime !olice and Coast #uard and the !hil5 Air (orce are involved in la$ enforcement 6apprehension of violators and illegal poachers75

2%,%-

*anagement !ssues an7 oncerns Environmental Threats .a&itat destruction Illegal encroachment and occupancy ,ogging (ire 0aingin or shifting cultivation Illegal fishing !oaching

33

 Socio"Economic Issues !overty !oor access to &asic services ,ack of livelihood alternatives

,egal and Institutional Issues ,and tenure of indigenous peoples 6I!s7 !rivate and titled properties $ithin protected areas Overlapping roles of different managing authorities5 anagement Issues Access is sometimes logistically difficult ,imited provision of infrastructure and varying degrees of 2uality 1se of carrying capacity limits and lack of visitor management systems 6i5e5 ru&&ish7 resulting in closure of pu&lic access may restrain the creation of alternative livelihoods through ecotourism Emergency response is in em&ryonic stage ,imited skilled la&or availa&le to manage protected areas5

!n Table 2 F ,9 t8e constraints an7 o66ortunities facing t8e use of 6rotecte7 areas for ecotourism is outline7% !t is en:isage7 t8at t8e recommen7ations arising from t8e consultations an7 anslysis of t8e issues ;ill be 6ursue7 to fully 6romote t8e natural an7 6rotecte7 areas as mo7el sites for ecotourism 7e:elo6ment in t8e P8ili66ines% 2%,%0 !m6lications for Ecotourism Opportunities for ecotourism development in some of the protected areas may &e restrained if the present trend of environmental degradation continues5 Foning4 as provided for in the NI!AS legislation4 may offer a practical approach to manage resource use and ecotourism in protected areas5 3isitor management systems need to address carrying capacity concerns Information4 education and communication activities need to &e intensified in order to gain a ma*or leap in ecotourism development in the protected areas5

34

 Ecotourism $ill &e constrained unless support infrastructures and facilities are developed5 Trained staff are essential for $ise management of protected areas5 Opportunities e-ist for a net$ork of volunteers to assist in the management of protected areas5
!a"le 2#3$ Matri> of 0,,ortunities an) Pro"lems ?acin& t(e 3se of Protecte) /reas for Ecotourism De.elo,ment in t(e P(ili,,ines
ategory A% En:ironmental BP8ysical G EcologicalC O66ortunities Enhanced level of a$areness on conservation of nature through interpretation / other related activitiesJ !romote conservation practicesJ Enhanced aesthetic value of the resources5 Opportunities for the development of ecotourism products and activitiesJ !romote transparency and accounta&ility in resource managementJ Esta&lish a voluntary movement to assist in management of pas5 %ecreational and educational opportunities to improve the 2uality of lifeJ Enriched kno$ledge through interaction and information e-change &et$een local communities and tourists5 Increased employment opportunitiesJ Increased revenues from ecotourism activitiesJ ,ivelihood opportunities for local communitiesJ (oreign investment opportunitiesJ Improvement on standard of living5 Problems?T8reats?!ssues %esource degradation if unsustaina&ly managedJ Distur&ance of $ildlife speciesJ Destruction or alteration of natural featuresJ !ossi&ility of &io"piracyJ Threat to $atershed capacity due to land use conversionJ !oorly maintained or lack of access road5 ,ack of trained personnel for ecotourism managementJ ,ack of funds to promote ecotourism management and develop ecotourism productsJ ,ack of supporting services and appropriate facilitiesJ ,ack of logistics in carrying out ecotourism activities and monitoringJ ,ack of a$areness of policies in ecotourism development among implementers5 "ecommen7ations Institute and implement an Environmental and %esource anagement !lan

B% *anagement G O6eration

Training !rogram for !AO / !A B on ecotourism+resource managementJ #O! to allocate more funds for ecotourism devt/ monitoringJ Conduct+Intensify IEC on ecotourism J Training !rogram for communities on livelihood Opportunities in ecotourism

% Social

!ossi&le e-ploitation of local peopleJ Negative reaction or aversion of local people to development &ecause of lack of informationJ Conflicting interest in resource utili)ation5

D% Economic

!ossi&ility of ine2uity in the distri&ution of &enefitsJ ,ack of resource valuation to determine the appropriate schedule of user feesJ !ossi&ility of displacement of local communities+indigenous peoples5

Conduct of Social !reparedness !rogram for local communitiesJ Intensify IEC on ecotourismJ Institution of clear policies and guidelines in !A managementJ Adopt appropriate tenurial instruments for resource utili)ation / managementJ E-plore development of volunteer service5 Training+Employment !rogram for local communities / I!sJ Incentives+Support for community"initiated livelihood pro*ectsJ Conduct natural resource valuation to determine user fees+charges5

35

E% ultural

F% !nstitutional

)% Political

Enrichment of cultural practices4 values and indigenous kno$ledgeJ !ossi&le or enhanced partnership &et$een the indigenous peoples 6I!7 and other stakeholdersJ Improvement in I!Ds living condition5 !romote multi" sectoral partnership+colla&oration in conservation5 Opportunities for local developmentJ Empo$erment of local communities in park management5

Threat to cultureJ !ossi&ility of e-ploitation of I!s5

Implement Cultural anagement !rogram for the enrichment of indigenous culture and kno$ledge

Conflicting mandates over potential ecotourism sites 6turf issues7J 1ncoordinated development plans resulting in conflict in resource management5 A&use in resource utili)ation for economic gainsJ Ecotourism &eing used as political propagandaJ ,ack of political $ill to support ecotourism development5

.armoni)e policies to complement pro*ects+activities5

Ordinances / policies promoting sustaina&le mgt of resourcesJ Training of elected officials to make them advocates for SD

2%.
2%.%1

#LT#"AL

"ESO#"

BASE

ultural "esources for Ecotourism Ecotourism com&ines cultural and natural resources4 often as one product5 %afting the Cagayan %iver is more than *ust an adventurous activity for overseas visitors or e-patriates4 $hen villages are visited and stories told &y local guides5 Dolphin $atching in the Tanon Strait is enhanced $ith stories of ho$ local communities are $orking together to protect dolphins and $hales5 Beyon7 t8e H;armt8 an7 frien7linessE an7 H8os6itality an7 Din7ness9E t8e uniIue features of Fili6ino culture 8a:e not been fully em68asi<e7 as a tourism resource to moti:ate an7 attract o:erseas tra:elers to :isit t8e P8ili66ines% Business4 visiting friends and relatives4 general &each holidays and sightseeing remain the dominant travel motivations for the ma*ority of visitors5 'hilst there are distinctive e-amples of (ilipino culture 6such as festivals4 fiestas4 museums4 churches4 handicrafts4 art$ork and authentic traditional villages7 the range of products and delivery to visitors does not appear to &e matched to any great e-tent &y travelers $ho are in search primarily of (ilipino culture5 Some uni2ue features of (ilipino culture are no dou&t noticed &y visitors &ut this tends to sho$ up as N$armth and friendlinessD in market surveys5 By contrast4 the domestic travel market is geared highly to$ards festivals4 fiestas4 regional cuisine and to a lesser e-tent4 museums and cultural ecotourism products such as the Ifugao %ice Terraces5

36

'ith this as a &ackdrop4 it is important to consider the special characteristics of (ilipino culture that can &e integrated into ecotourism products5 2%.%2 (ey ultural "esources 0ey cultural resources $ith current or potential adaptation for ecotourism areC (estivals and events Traditional villages useums and cultural repositories

.andicrafts4 arts and crafts ,ocal cuisine A summary of these key cultural resources &y region is provided in Ta&le <"?5 It illustrates that festivals and events are still a ma*or feature in the cele&ration of culture and the delivery of this to visitors in the !hilippines5 useums and repositories are another important component follo$ed &y handicrafts4 and arts and crafts outlets5 Cultural villages4 specially recreated for visitors4 are not $idespread5 This may &e indicative of market trends $here&y visitors 6domestic and international7 prefer access to living villages and more authentic cultural e-periences5
!a"le 2#4$ %e&ional Distri"ution of ;ey *ultural %esources "egion (ey ultural "esources Festi:als? ultural *useums? E:ents /illage "e6ositories 8I 8E <G <@ 98 <I <E :< N+A <: 8G 8I 8I E: 8 < N+A N+A 8G N+A 8 N+A N+A < 8 N+A N+A N+A << I << < << : E< <8 8 ? 8 9 89 N+A

! A" !! !!! !/ / /! /!! /!!! !' ' '! '!! '!!!

&an7icrafts? Arts? rafts enters N+A @ 9 N+A E9 N+A ?< N+A N+A @ : B 8 88

uisine? Foo7 N+A 88 N+A <? E? N+A <E << N+A E ? 9 N+A N+A

SourceC DOT %egional Offices4 <GG8 Legen75 N?A F not a:ailable at t8e time of t8e com6ilation of t8e Strategy

37

2%.%,

Festi:als an7 E:ents

%ole of ?esti.als an) ?iestas in P(ili,,ine 2ife One of the conditions that facilitated the con2uest of the !hilippine archipelago &y its Spanish coloni)ers $as the amorphous nature of the society composed of small kinship units kno$n as &arangays5 The fiesta &ecame the irresisti&le magnet that dre$ the entire scattered population to the principal settlements $here the parish churches $ere located at least three times a year O.oly 'eek4 Corpus Christi4 and the feast of the local patron saint5 In modern economic terms4 the fiesta represents four industriesC leisure4 travel4 restaurant and entertainment5 !ren)s in ?esti.als as a !ourism %esource In his &ook ;(iesta4; anthropologist Ale*andro %oces points out that ;the life&lood of the fiesta is the support of the traditional inha&itants of the locality5 ,ike all living traditions4 the fiesta has to gain the acceptance of every ne$ generation5 The !hilippinesD pre"$ar ;procession of processions;O,a Naval de anilaOis no$ a non"event5 On the other hand4 t$o small to$n fiestas that the general pu&lic had never heard of till the :GDs have gro$n to spectacular proportionsOthe oriones of arindu2ue and the Ati"atihan of Aklan5 They have no$ &ecome top tourist attractions5; 2%.%. ultural /illages One of the earliest e-amples of a !hilippines purpose"&uilt cultural village is the Nayong !ilipino4 a E<"acre ;village; located ne-t to the Ninoy A2uino International Airport5 Childhood memories of etro anila students include a field trip to this ;,ittle !hilippines; that features replicas of the countryDs leading tourist spots4 shopping for souvenir items4 seeing craft demonstrations and vie$ing various cultural sho$s featuring regional songs4 dramas and dances5 Such cultural villages $ere populari)ed in the 89BGs and 89@Gs and to this day still serve a purpose5 .o$ever4 a significant num&er of cultural $orkers4 historians and tourists have found such cultural villages too contrived to &e truly reflective of !hilippine culture5 Since the early 899Gs4 a trend to$ards more authentic representations of cultural life has occurred5 3illages such as Tam A$an4 Baguio and the Talaanding School of ,iving Traditions4 Bukidnon in indanao4 have &een developed as sho$ cases for visitors and as centers for artists and crafts people5 They also have reha&ilitation programs $hich teach youths and young adults local art and craft skills and cultural traditions5 3igan in North ,u)on4 Silay in Negros and Intramurous in anila are Nreal lifeD e-amples of (ilipino cultural heritage $hich are &ecoming increasingly popular $ith &oth domestic and international visitors5 Table 2 F 1

38

enumerates t8e cultural :illages ;8ic8 8a:e been 7e:elo6e7 follo;ing t8e tren7 to s8o;case local cultures9 lifestyle9 tra7itions an7 artifacts%
!a"le 2#5$ %e&ional Distri"ution of *ultural Villa&es
"egion ! A" ultural /illage 3igan .eritage 3illage Baguio Botanical #arden Location 3igan4 Ilocos Sur ,eonard 'ood %oad4 Baguio City Baguio City !uerto #alera4 Oriental indoro San Teodoro4 Oriental indoro Baco4 Oriental indoro Nau*an4 Oriental indoro Nau*an4 Oriental indoro 3ictoria4 Oriental indoro Sa&ang4 !inamalayan Oriental indoro Bonga&ong4 Oriental indoro Bonga&ong4 Oriental indoro ansalay4 Oriental indoro San iguel4 Aordan4 #uimaras Fam&oanga City Fam&oanga City Cagayan de Oro (ey Features Century old houses sho$ing Chinese"Spanish" e-ican influence in architecture Also called the Igorot 3illage4 this features native huts typical of Cordillera architecture Successful recreation of Ifugao life4 art / culture5 .ome of Iraya angyan Iraya Tri&e Alangan Tri&e Alangan Tri&e Tadya$an Tri&e Tadya$an Tri&e Tadya$an " Tau&uhid Budhid Tri&e Bangon Tri&e .anunuo Tri&e Aeta settlement $hich is an outreach program of Trappist onastery Colony of Tausugs4 Samas and Bad*aos 3illage of Pakans $ho are considered among the finest $eavers of the country Cultural village of indanao tri&es in a &otanical setting

Tam"a$an 3illage !/ Baclayan Saclag angyan Settlement angyan Settlement

,antuyang angyan Settlement !aitan angyan Settlement ontelago angyan Settlement #ram&ida angyan Settlement Safa"Sa&ang BE@ angyan Batangan angyan Settlement Siange angyan Settlement !anaytayan angyan Settlement 0ati"kati Sahaya"%io .ondo"Campo uslim Pakan 'eaving 3illage #ardens of alasag Ecotourism 3illage Source$ D0! %e&ional 0ffices

/! !'

'

2%.%1

*useums an7 ultural "e6ositories The National useum and National .istorical Institute look after many museums and cultural repositories5 Others are managed &y foundations4 churches and families5 Although a regional &reakdo$n of museums and cultural repositories 6prepared for the NES7 is too lengthy to &e presented here4

39

in summary there are around 8@G such attractions in the country5 &ased in cities and to$ns a$ay from ecotourism areas5 2%.%$ &an7icrafts?Arts an7 rafts enters

ost are

,u)on is famous for the vast array of its handicrafts5 These include sculpted pieces from !aete4 $ood filigree from !akil4 finely em&roidered *usi and pina cloth from ,um&an and Batangas4 Ilocano &lankets and traditional $oven cloth4 &urnay pottery from 3igan4 &askets from the mountain provinces4 silver filigree from Baguio4 a&aca products like place mats4 coasters and slippers from Bicolandia5 The 3isayas region &oasts e-port 2uality products5 Ce&u is kno$n for its fashion accessories and rattan4 &am&oo and coral stone furnitureJ Bohol for its hand"$oven mats4 &askets4 hats and &agsJ Bacolod for its childrenQs clothes4 Negros Occidental for its pottery items like vases and ash trays5 indanao is kno$n for its $ide assortment of e-otic goods including aranao &rass and &ron)e products4 Pakan tapestries4 Tiruray and Bago&o &askets4 colorful $oven cloth from the various indigenous cultural communities in the area5 2%.%3 uisine an7 Foo7 (ood is one of the ma*or preoccupations of the (ilipino5 Baguio serves the freshest fruits and vegeta&le gro$n in near&y Trinidad 3alley5 !ampanga is kno$n for its s$eet meat the ;tocino;4 $hile Batangas is famous for its succulent &eef ;&ulalo; and potent coffee5 Bicol is a coconut"gro$ing region and most of its popular cuisine use coconut milk and a potpourri of spices5 Ce&u and !ala$an serve fresh seafood4 sea$eed salad and the s$eetest mangoes5 Iloilo is popular for its ;pansit molo; and ;la pa) &atchoy5; Davao is famous for its ;iniha$ na panga; and e-otic fruits like durian4 pomelo4 mangosteen and ram&utan4 $hile Fam&oanga serves some of the most succulent pra$ns4 cra&s4 lo&sters and ;curacha5; 2%.%!m6lications (ilipino culture has many distinguishing features yet these do not appear to &e sought to any great e-tent &y current international markets to the !hilippines5 Developing more =living> and =real> cultural products rather than purpose &uilt cultural villages and museums $ould respond to glo&al trends for authenticity in some ecotourism markets5

 (estivals4 fiestas4 regional cuisine and to a lesser e-tent4 museums4 churches and some cultural ecotourism products are important motivators for the domestic market5 Can ecotourism products &e developed and positioned in such as $ay as to help maintain and enhance (ilipino cultureR

2%1 *A"(ET ANAL+S!S

2%1%1 !nternational Tourism Tren7s The 'orld Tourism Organi)ation reports that the total num&er of international arrivals reached a record I99 million in <GGG4 almost :G million more than in 89995 This represents an increase in international tourism of B5? per cent4 its highest gro$th rate in nearly a decade and almost dou&le the increase of 8999 6E5@ per cent75 All regions of the $orld hosted more tourists in <GGG4 although the fastest developing region continued to &e East Asia and the !acific $ith a gro$th rate of 8?5B per cent and some 8? million more tourists than in 89995 !rior to 88 Septem&er <GG84 the evolution of the international economy $as already marked &y a slo$ do$n of anticipated annual gro$th in glo&al #N!4 a decline in $orld stock markets4 and considera&le cuts in 1S and European interest rates in an effort to reactivate economies5 Despite optimistic forecasts4 consumer confidence continued to $ane4 contri&uting to the economic slo$do$n5 As a result discretionary spending on tourism is sho$ing signs of decline5 The 'TO pro*ects that the tourism sector in the upcoming years is not e-pected to perform 2uite as $ell as the event filled year of <GGG &ut $ill increase &y a more modest rate of ?58 per cent for the ne-t 8G to <G years5 2%1%2 Tra:el Tren7s to t8e Asian "egion East Asia and the !acific sa$ gro$th in tourist arrivals in <GGG driven &y &ig increases in China and its special administrative regions of .ong 0ong and acao5 Southeast Asia4 especially Thailand4 alaysia4 Cam&odia and 3ietnam4 is &ecoming one of the $orldDs favorite tourism destinations $ith demand outstripping tourist facilities5 Australia en*oyed its o$n tourism &oom due to the Sydney Olympics and accompanying pu&licity5 Table 2 F $ outlines t8e 7etaile7 :olume of :isitors generate79 gro;t8 rates an7 marDets s8ares of t8e countries in t8e Asia F Pacific region%

41

!a"le 2#6$ /rri.als to East /sia an) t(e Pacific %e&ion 2 BT8ousan7C 1000 2000 East Asia?Pacific China .ong 0ong alaysia Thailand acau 0orea4 %epu&lic of Indonesia Australia Aapan 9B4:II <B4G?B 884E<@ B49E8 @4I:8 :4G:G ?4IIG ?4B<@ ?4?:9 ?4?E@ 8884@9? E84<<9 8E4G:9 8G4<<< 94:G9 I4I@< :4E<< :4GI? ?49?I ?4B:B )ro;t8 "ate BJC 1000?100- 2000?1000 8G5@ B59 885: ?<59 8G5E 885@ 95I <5I B5G @58 8?5B 8:5: 8:5E <@59 959 E<5E 8?5< B58 8G59 B5< *arDet S8are BJC 1000 2000 8GG5G <B5B 885I @58 @59 :5< ?5@ ?5@ ?5I ?5: 8GG5G <B59 885B 958 @5: I5G ?5@ ?5: ?5? ?5E

SourceC 'TO Tourism .ighlights <GG8

2%1%,

Tourism *arDet Tren7s in t8e P8ili66ines

6nternational !ourist /rri.als The general trend of arrivals to the !hilippines over the past three years sho$s a decline in tourist arrivals into the country and no significant change in the source markets5 In 899B4 a regional economic crisis hit Asia and negatively affected arrivals from the main source markets .ardest hit $as 0orea4 $hich $as one of our fastest gro$ing markets for the !hilippines5 Coupled $ith the lingering effects of the crisis $as the temporary shut do$n and su&se2uent reduction of services of !hilippine Airlines5 %ecovery in 8999 $as marked &y a slump in arrivals due to the Sipadan and !ala$an kidnappings incidents in <GGG and <GG84 and cessation of air agreements &et$een the !hilippines and Tai$an5 North American markets4 $hich are very sensitive to the peace and order of the country4 have registered a decline in arrivals 6see Ta&le <"B75 Ta&le <"BC Tourism Arrivals to the !hilippines 899I to <GGG
ountry 8 1nited States < Aapan E 0orea ? .ong 0ong : Tai$an I Australia B 1nited 0ingdom @ Canada 9 #ermany 8G Singapore 88 alaysia 8< (rance Other Countries TOTA, A%%I3A,S 100$ EBE49:E E:G4<?< 8BE498G 8?94?B9 <GI4BG@ @B4::E @E4:8E :I4@:< IG4EIB ?E49?@ :<4G@G <84G<B E@94BE: <4G?94EIB 1003 ?<B4?E8 EIB4B8? 8BG4G@B 8:94IGI <?I4EBG 9E49?9 9:4G?? I?4G9< I<4:9: :G4E?? IG4??9 <?4G@9 ?GG4B:E <4<<<4:<E 100?I@4@G@ EI84IE8 @849B9 8I<4B8@ 8@:4@I9 @:4I:: 9B4BG? II4B:I I?4<GB ?B499@ ?948?? <:49G9 ?:G49B9 <48?94E:B 1000 ?IE4IGG E@B4:8E 8EE4GI@ 8IG48:< 8?E4@8G BB4BE< @@49<G I?49@I I<4G?? :84<?? ?94IIB <?4?I< ?IE4I8I <48BG4:8? 2000 ??:4G?E E9G4:8B 8B?49II 8?I4@:@ B:4B<< B:4BGI B?4:GB I84GG? :848E8 :G4<BI ?<4GIB 8948B9 E@:489E 8499<48I9

42

Countries ranked &ased on <GGG arrival figures

SourceC DOT

!a"le 2#8$ /rri.als from @anuary to Se,tem"er 2

ountry 8 1nited States < Aapan E 0orea ? .ong 0ong : Tai$an I Australia B 1nited 0ingdom @ Canada 9 Singapore 8G #ermany 88 alaysia 8< China 8E India 8? Indonesia 8: (rance Other Countries TOTAL A""!/ALS SourceC DOT 2000 E?@4IE9 EG?4G:I 8<I4<8I 8884G<: ::4E:@ :?4:GG I84<:B ??49IB E?4?E@ ?G4G?B EE4?E: 884<<I 8?49E@ 8<4G@9 8:4B9B <?@4B88 1911$9$00

an) 2

2001 E8<4<<: <@E4II@ 8:G4989 8GE48B: I?4EB< ?949<I ?B49<9 ?G48I9 E84E98 E84GBE <E48?? 8E4II: 8<4?:B 8<4G9: 884GI? <8?4?<: 19.019$03

J 8ange "8G5?S "I5BS 895IS "B58S 8I5ES "@5?S "<85@S "8G5BS "@5@S "<<5?S "EG5@S <85BS "8I5IS G5GS "EG5GS "8E5@S >3%$J

As s8o;n in Table 2 F -4 for the first nine months of <GG84 the num&er of visitor arrivals has declined &y a rate of B5I percent over the same period in <GGG5 China4 0orea and Tai$an are the only ma*or source markets sho$ing positive gro$th in early <GG85 6nternational Visitor Profiles The 1nited States ;it8 ,.-9$,0 arri:als still ranks as the largest international market accounting for << percent of all arrivals to the !hilippines in 20005 This represents a&out 8? percent of American arrivals to Asia5 3isiting friends and relatives 63(%7 6:8 percent7 and holiday 6<E percent7 are the main reasons for travel5 As many of this market are &alik&ayans4 travel arrangements are made independently and tend not to &e packaged5 Aapan holds second place in terms of arrivals to the !hilippines $ith E9G4:8B arrivals in <GGG4 and represents five percent of Aapanese arrivals to Asia5 As in the previous years4 Aapanese travelers are mostly male 6TTS7 and visit the !hilippines for holiday5 They arrange their trips independently and many are repeat visitors5 .ong 0ong4 Tai$an and 0orea rank Erd4 ?th and :th4 respectively5 Travelers from these markets are mostly male4 a&out half are packaged4 and they visit the !hilippines for &usiness4 golf4 &each holidays4 gam&ling and diving5 A&out half arrive packaged5 ore than half Singaporeans are travelling on &usiness5

43

1nited 0ingdom registered @B4G@9 in 89994 representing only four percent of 10 arrivals to Asia5 The typical 10 holiday traveler is male4 already familiar $ith the !hilippines4 &et$een the ages of E:":? and travels independently5 The Australian market is more evenly distri&uted among the holiday4 3(% and &usiness categories5 The !hilippines accounts for four percent of all Australian arrivals to Asia5 The Canadian market tends to &e older $ith most in the E:":? year"old &racket5 Along $ith #erman and 10 markets4 Canadians are generally seeking 2uality nature4 adventure and cultural products5 General Patterns of Deman) in t(e P(ili,,ines The latest visitor sample survey conducted &y the DOT sho$s that the ma*ority of visitors from top source markets have come for &each holidays4 sightseeing and shopping com&ined5 Business is the second reason for travel4 and visiting friends and relatives rank third5 Scu&a diving sho$ed relatively insignificant figures5 Destinations most visited out of etro anila are Ce&u and the Cavite K ,aguna K Tagaytay K Batangas area5 This can &e attri&uted to the tourism" readiness of the areas and their pro-imity and easy access from anila5 ,ike$ise4 these are also the more developed &each areas4 $hich have several sightseeing and shopping points en route5 Arrivals from the 1S $ere more or less evenly spread out over several provinces4 $hich can &e attri&uted to their 3.% ma*ority purpose of visit5 Interestingly their arrivals to Olongapo and Su&ic did not compare competitively $ith Ce&u4 Baguio and even Bohol5 (or the #erman market4 the non"traditional and more rustic destinations of !uerto #alera4 indoro4 Boracay and !ala$an remain the favorites5 (or the northeast Asian markets4 particularly Tai$an and 0orea4 Ilocos Norte registered as the most fre2uented destination $hich can &e attri&uted to the presence of casinos5 Other areas fre2uented offer the same activity i5e5 Ce&u4 Olongapo4 and Tagaytay5 Ecotourism !ours A <GG8 inventory of tours &eing sold &ased on nature4 culture and adventure products in natural settings revealed a product mi- ofC <@ culture &ased tours ?: nature &ased tours <E adventure &ased tours5

44

The distinction &et$een $hat can &e considered mainstream nature tourism and ecotourism products is &lurred and hence the inventory takes an inclusive approach5 The inventory indicates that only <: percent of all the tours are packaged &y private tour companies $hilst BG percent are offered &y either DOT or a provincial or municipal tourism office5 The remaining five 6:7 percent are sold &y a community cooperative or clu&5 As the data are aggregated4 some clu&s or community tours may also &e included $ithin the tours offered &y DOT or !rovincial government offices5 It is possi&le the collection of the data $as $eighted to$ards DOT5 These results4 ho$ever4 strongly suggest that &oth the private sector and community"&ased &usinesses have a ma*or opportunity to increase their role in the provision of ecotourism products5 By implication this $ill lead to further employment and income generation at the local level5 Mar'et Se&ments Visitin& t(e P(ili,,ines The follo$ing market segments have &een identified as having current interest and future potential for ecotourism products in the !hilippines5 The list $as derived from tourism statistics4 site data analysis4 site o&servations4 and discussions $ith travel industry operators5 They $ere then further developed from the ET'# survey ;!rofile of Ecotourism !roducts in the !hilippines; su&mitted &y DOT %egional offices5 Domestic Families5 (ilipino families are usually day visitors $ho use private resorts4 pu&lic &eaches and theme parks during the $eekends and holidays5 Considering the short length of time involved for travel4 their trips are usually to destinations an hour or an hour"and"a"half a$ay from their residences5 Common as $ell are families traveling together4 and most often times include family ;e-tensions; such as grandparents4 aunts+uncles and caregivers + house help5 On the other hand4 higher"end (ilipinos arrange their trips for long $eekends to more popular destinations such as Baguio4 Batangas and even those $ith an air travel component K Ce&u4 Bohol or !ala$an5 These trips are usually individually arranged 6transport and accommodations74 length of trip is a&out t$o or three nights4 and travel party is composed of three to five family mem&ers5 Students5 Student groups usually take day trips in relation to the schoolDs academic curriculum5 The educational trips are most often an annual school undertaking covering all levels of primary and secondary levels5 Travelling in &usloads4 they visit factories4 historical sites4 science e-hi&its or centers and end the trip $ith lunch and leisure time

45

in a park5 Students in the collegiate level5 .o$ever4 travel in peer groups of five to 8<5 The trips they take involve cramming the group in 8 or t$o cars4 going to the &each or mountainside and staying for a night or t$o5 ost of these are planned for long $eekends and semester &reaks5 Club members. Domestic special interest tourists are4 at present4 &roken do$n into t$o dominant activitiesC mountain clim&ing and scu&a diving5 They commonly organi)e their trips $ith the associations or clu&s to $hich they are affiliated4 as clu&s have &etter connections+linkages $ith the re2uired service providers 6dive masters and guides4 trail guides and porters75 ,ike$ise4 they also connect $ith &uddies and kno$ a&out planned trips through gear+dive shops and other outdoor e2uipment or similar specialty stores5 Another up" coming group are the mountain &ikers4 $ho are no$ into day trips to Tagaytay4 Cavite and sometimes4 Batangas5 Some trips to offshore destinations such as #uimaras have already &een arranged as special sport events5 Some of the associations are school"&ased4 making the general age group &et$een <G to <95 Poung professionals4 ho$ever4 keep their affiliations $ith their associations even after school5 Others organi)e similar clu&s $ithin their areas of $ork5 Another steady source of domestic tourists are those traveling for office"initiated e-tra"curricular activities such as team"&uilding $orkshops4 fun"runs4 family day4 office mini"olympics and other social activities5 Though most of these have planned programs and set activities to cover *ust a day4 some participants &ring along friends or family and e-tend their stay5 $ilgrims. (ilipinos consider their hometo$n fiestas as good reasons to travel &ack home5 They usually travel $ith peer groups or families4 and stay in a relative or friendDs house for the duration of the festival4 $hich is commonly three days5 The same is true for other religious holidays such as .oly 'eek4 All SoulDs Day and Christmas+Ne$ Pear season5 In recent years4 these travelers visit destinations of near&y provinces4 ma-imi)ing vacation time and travel costs e-pended5 There are groups4 ho$ever4 $ho travel to undertake their yearly spiritual devotions 6panata74 $hich is comprised of church visitation4 participation in processions4 completing the 'ay of the Cross4 etc5 These groups go $ith family mem&ers4 despite only one of them performing the religious o&ligations5 International 7ali#bayans. These groups4 mostly from North America4 arrive as a family of four or five and sometimes4 $ith a couple of Caucasian

46

friends5 Though they used to stay in their relativeDs homes $hile in the country4 the trend lately points to staying at ine-pensive accommodation esta&lishments 6pensions4 inns74 $here they can cook their o$n meals4 entertain guests4 etc5 (urther4 they no$ travel out of their hometo$ns and visit other tourist destinations5 In recent years4 Boracay4 Ce&u and Davao have &een favorites5 6nternational Travelers on $ac#aged Tours. 3isitors from ma*or source markets $ho avail of packaged tours have matured from the usual city"to"city or inter"city tours to more nature"oriented or adventure"&ased e-periences5 In most instances4 these destinations cannot accommodate high tourist volumes and therefore need ground handling prior to their arrival 6pre"&ooking75 (or more high"capacity destinations 6Ce&u4 Davao and Baguio4 for e-ample7J ho$ever4 tourists usually pre"arrange their accommodations4 intra"country flights and airport transfers5 The actual arrangements for tours4 activities and transport are often completed upon arrival4 although some popular scenic tours are included $ithin a package &ooked in the source market5 This type of travel used to &e very typical of 'esterners alone4 specifically Europeans4 &ut no$ the Aapanese4 0oreans and .ong 0ong Chinese have adopted the same type of travel arrangements5 The Tai$anese have kept to packages as these usually involve gaming5 The ainland Chinese4 on the other hand4 are still in the less mature stage of city touring and4 therefore4 stick to packaged tours as $ell5 Free and 6ndependent Travelers. (ITs are most often seen carrying travel guide &ooks 6,onely !lanet4 Survival 0it to the !hilippines4 Action Asia7 and at the tourism offices and esta&lishments re2uesting information on destinations to visit4 transportation to take and places to stay5 They are mostly European $ho travel in small groups of three or four5 Even in destinations $here sites are almost unkno$n4 they prefer to travel $ithout guides from the area5 E.patriates living in the $hilippines. E-patriates4 mostly 'esterners4 have someho$ adopted the seasonality travel patterns of the (ilipinos as they follo$ the same $ork $eek schedule5 Three"day $eekends are usually spent for golf4 *et skiing4 scu&a diving or simple rest and rela-ation in e-clusive resorts4 of $hich their corporations are mem&ers5 They travel &y land4 &ring their o$n vehicle 6*et"skis in to$7 accompanied &y co"e-patriates and+or one or t$o family mem&ers5 ,onger holidays are usually spent in their o$n countries and timed $ith their periodic company vacations5 Scuba /iving. %ecreational diving has &een one of the more sta&le niche markets of the country5 A decade ago4 most of the divers $ere $esterners making special arrangements through friends4 the NTO and even directly $ith the ,#1s for special dive arrangements and re2uirements5 Currently4 $ith the development of this sectorDs organi)ation and improvement of facilities and services4 it no$ captures more North Asians4 $ho avail of packages to Ce&u4 Bohol and

47

!ala$an5 Sea flora and fauna are still the ma*or dra$4 although some re2uest for $reck dive sites5 0ther Special 6nterest Travelers. These groups have &een gaining ground collectively4 although $ill not register significant volumes per niche5 (oreign mountaineers have &een coming in trickles4 mostly European5 This may &e attri&uted to the unavaila&ility of trekking+ascend packages in the markets and at the same time4 the difficulty in pre" &ooking e-peditions5 There is a significant volume of foreign religious visitors $ho come for seminars4 conferences4 outreach programs or as part of their vocational duties5 Though they confine their activities to religious undertakings during their stay4 this market may &e tapped as a potential leisure market after their duties have &een fulfilled5 Tourists engaging in other nature"&ased activities such as &ird $atching4 caving4 and other similar4 less popular activities have most often availed of these trips only as a secondary or coincidental purpose of travel5 2%1%. )lobal Tren7s Affecting Tourism

Ecotourism !ren)s In tourism circles4 ecotourism and+or nature"&ased tourism have &ecome $idely ackno$ledged to &e a valua&le part of a destinationDs product mi-5 Encompassing soft adventure4 culture4 activity4 $ildlife4 village and rural tourism4 ecotourism is &ased on the outdoors4 usually in remote and unspoiled natural or cultural surroundings5 This interest has come a&out largely &ecause4 over the past t$o decades4 an a$areness of the environment in $hich $e live4 a concern for the fragility of the planet4 and an appreciation of traditional cultures has spread from the concern of a fe$ to a preoccupation amongst many educated travelers5 As interest in personal fitness and sport has gro$n4 and patterns of travel have changed from people $ho $ant to *ust come and look4 to people $ho prefer to participate and understand5 The $orld has &ecome smaller4 and improved accessi&ility4 higher disposa&le incomes and increasing leisure time mean that more people e-pect to travel regularly5 There is a trend for a num&er of ;short &reak; trips during the year5 any discerning travelers have ;&een every$here; and the trend is for the mass markets to &e fragmenting into niche and special interest markets seeking

48

2uality e-periences $ith specific themes such as nature4 $ildlife or adventure5 'ildlife vie$ing in Borneo4 trekking in the .imalaya4 and $hale $atching in Ne$ Fealand are the kind of holidays nature travelers take in the early <GGGs5 An important aspect to ecotourism trips is a concern for heritage and ho$ local peoples live and interact $ith their cultural and natural environment5 any visitors $ill pay $ell for a uni2ue e-perience5 (actors important to these fast gro$ing market segments are that the products must &e authentic and ;real;4 there must &e things to do and learn4 and facilities must &e relatively comforta&le5 Time is often a constraint so accessi&ility is important5 Environmental and conservation concerns are paramount to these markets5 Nature seeking tourists are often in their ?Gs and up$ards and traditionally come from 'estern Europe and North America $ith more recently from Aapan5 Other Asian nationalities are likely to follo$ the trend in the medium to long term5 As a &road generali)ation4 Europeans are o&served to &e seeking culture and lifestyle e-periences4 North Americans like $ilderness and nature products4 and Asian markets prefer to undertake specific activities in the outdoors5 Speciali)ed tour $holesalers and operators have emerged in source markets to cater to these travelers4 offering a depth of kno$ledge of a destination and e-perienced guiding5 NTOs in Asia and the !acific region have dedicated many millions of dollars in promotion to attract these strong and lucrative market segments5 !rominent e-amples include recent successful campaigns in Thailand4 alaysia4 the ekong %egion and Australia5 Auality !ourism There is a general trend to$ards 2uality throughout the travel industry as markets &ecome more demanding4 sophisticated and e-perienced5 This means that todayQs travelers $ill pay for value enhanced products4 &ut $ill seek value for money and 2uality services throughout the full range of tourism products4 from &udget to top end5 6n)e,en)ent !ra.elers 4?6!s5 any of the $orldQs gro$ing (IT segments4 some of $hom are maturing a$ay from the younger &udget travelers4 $ill also seek out nature tourism destinations4 preferring a more fle-i&le and individual style of travel &ut still demanding an authentic e-perience5 Although some (IT segments may not $ish to spend money on accommodation4 research sho$s they $ill pay $ell for a uni2ue ecotourism product or activity5 'ith a significant ratio of in&ound leisure visitors traveling independently $ithout prior &ookings4 the !hilippines is already e-periencing and responding to this (IT demand5

49

%e&ionali1ation Taking a regional approach to tourism marketing &y com&ining promotional efforts is no$ $idely ackno$ledged as providing economies of scale4 added value and sharing po$er unattaina&le &y individual destinations5 Advantages include the stretching of &udgets4 faster gro$th in destination a$areness4 greater media e-posure4 earlier product positioning4 more effective &randing and allegiance &uilding4 and more rapid penetration into target markets5 Domestic !ourism The fostering of domestic tourism is $idely recogni)ed as a means of keeping the tourism revenue at home4 upgrading living standards and achieving national o&*ectives5 There is a gro$ing reali)ation that international tourism can contri&ute recreational4 sport4 leisure and educational facilities to host communities5 2%1%1 Ecotourism Tren7s in t8e P8ili66ines (or the past t$o or three years4 ecotourism in the !hilippines has slo$ly &een gaining attention as a form or purpose of travel5 The private sector noted that tourists from our ma*or source markets have matured from the usual city"to" city tours to the more nature" or adventure"&ased type of e-perience5 Several products have recently &een highlighted4 &ut more for their &etter environmental or cultural"oriented practices4 and less on the aspects of tourism5 Nevertheless4 these have &een given some focus &y private tourism product developers in coordination $ith their respective local government units5 Northern !ala$an4 for e-ample4 has al$ays &een tagged as the countryDs last frontier due to its preserved marine life and uni2ue limestone landscapes5 ,earning from the unfortunate e-periences of other destinations that have &een poorly developed4 !ala$an has focused its efforts to the conservation of these resources and has capitali)ed on them as their tourist attractions5 Several provinces throughout the country are no$ undertaking the same type of careful and $ell"planned development5 The hindering factor4 ho$ever4 for their actual development is the lack of kno$ledge on product development 6physical7 and interpretation 6e-periential74 colla&oration amongst several stakeholders $ithin the area and linkages $ith the other sectors of the industry4 particularly $ith regard to promotions5

Protecte) /rea Visitors To have an idea of the volume of tourists currently visiting ecotourism products4 visitor counts to select protected areas4 natural parks and other adventure destinations are taken into consideration5 ,atest statistics 6899@7 from !A'B sho$ that a&out :B<4GGG domestic and B4IGG foreign tourists visited protected areas5 Several of the sites4 though nature parks4 are highly ur&ani)ed and have &een attracting e-cursionists and students on educational trips5 (or e-ample4 the Ninoy A2uino !arks and 'ildlife Nature Center in Uue)on City accounted for IE percent of the total domestic visitor figures5 (urthermore4 in some areas visited &y ET'# mem&ers4 the monitoring visitor arrivals has &een very rela-ed and many visitors are left uncounted5 Therefore4 a more detailed and categori)ed visitor count should &e developed for &etter monitoring and study5 The num&ers in the Ta&le <"9 are likely4 therefore4 to &e much higher5
!a"le 2#9$ !otal Visitors to Protecte) /reas of t(e P(ili,,ines 1995 to 2
Number of /isitors +ear 899: 899I 899B 899@ 8999 <GGG Local *ale Female N+A N+A E<E49G8 E<@4EGG E?94@BG <9I4?BG E8B4GGE <:?4BI: EE?4:<: <9:4E@: EG84IB9 <I<4GGB SourceC !A'B4 DEN% Total N+A I:<4<G8 I?I4E?G :B84BI@ I<9498G :IE4I@I *ale N+A ?4??: <4:GB E4@G: <4@I? :4??B Foreign Female N+A ?4G8G ?4I:: E4B9@ <4<:@ ?4EE: Total N+A @4?:: B48I< B4IGE :48<< 94B@< Total Number of /isitors IE94<98 IIG4I:I I:E4:G< :B94EB8 IE:4GE< :BE4?I@

!ncome )enerate7 ?4I884BG:5GG ?4I<E48<?5GG :4B8I4<<95GG :4<9@4:EE5:G :4?GG4<9G5:G :4B<:4I8@5<G

*ase Stu)ies Northern !ala$an has &een one of the favorite places for ecotourism4 successfully &eating market trends5 Almost 8G4GGG tourists visited El Nido resorts in <GGG4 an increase of more than 8GG percent over 8999 figures of ?4?895 The top source markets are Aapan4 0orea and the domestic market5 Ne-t is North America4 follo$ed &y Europe &oth of $hich have suffered recent do$nturns5 ost travelers are $ithin the ages of <G"E94 e2ually distri&uted &et$een genders and mostly stay for t$o nights5 Even higher than the percentage of special interest travelers 6divers4 cavers4 etc57 are honeymooners4 $ho accounted for a&out E8 percent of arrivals in <GGG4 many of them from 0orea5 #eneral leisure registered almost ?E percent5 Caving is another nature"&ased activity currently gaining popularity especially amongst domestic markets5 Callao Caves in !ina&lanca4 for e-ample4 have &een receiving a good share of visitors from near&y provinces of 0alinga and Isa&ela4 especially pilgrims during .oly 'eek5 Other months $ould register an average of :GG or IGG tourists4 concentrated on $eekends and holidays5

51

(oreign visitors accounted for less than five percent of arrivals4 mostly from North Asia and some from Europe5 Caving activities are com&ined $ith river trip activities and a visit to the &at cave5 Olango Island sanctuary in Ce&u is acclaimed for its migratory &irds and ;&est practices; cooperation amongst all of the areaDs stakeholders5 Since it officially &egan its operations in Aanuary 89994 an estimated @GG to 9GG tourists have e-perienced Olango4 from a num&er of source markets led &y Aapan and North America5 Camiguin Island in Nort8ern *in7anao B"egion 10C is a popular destination due to its natural features and remote setting5 Identified &y #reen #lo&e as an ecotourism destination4 the province has &een receiving a good volume of &oth domestic and foreign tourists5 The latest 3isitor Sample Survey indicates that it ranks among the top four destinations visited &y domestic regional tourists5 Europe is a ma*or international source market4 follo$ed &y North America5 The &ulk of visits are during the first semester of the year and include many pilgrims5 2%1%$ !m6lications for Ecotourism The studies of general travel patterns and ecotourism trends in the glo&al4 regional and local scenarios4 reveal that implications to ecotourism in the !hilippines $ould &e thatC The domestic market is the countryDs main market for ecotourism5 Though a lo$er yield market composed of student groups and young professionals4 it can &e &anked on for a sta&le volume and less sensitive type of tourists5 A campaign is needed to raise a$areness of environmental issues and !hilippines ecotourism attractions to com&at domestic travelDs strongest competitor4 ;malling; to attain long term management o&*ectives5 Due to their strength4 Asian visitors have the strongest market potential for ecotourism in the short to medium term4 specifically Aapan4 0orea and Tai$an5 The traditional 'estern markets for ecotourism are likely to &e more long" term in the !hilippines due to the security situation5 Ecotourism products in the country are4 contrary to common &elief4 availa&le5 E-isting ones4 ho$ever4 need to &e strengthened and enhanced4 $hile ne$ products have to &e created4 $ith sites &etter interpreted5 Destination circuit development has to &e undertaken to &e a&le to offer a more appealing package for tourists and to involve the private sector5

52

2%$ TO#"!S* *A"(ET!N)

2%$%1 )o:ernment *arDeting #overnment marketing of tourism in the !hilippines is coordinated &y the Department of Tourism 6DOT7 and the !hilippine Convention and 3isitors Corporation 6!C3C7 and along four main linesC !roduct research and development arket research 6statistics4 reports and studies7

(ormulation of communications and marketing policies4 thrusts and marketing plan International and domestic promotions 2%$%2 Pro7uct *arDet "esearc8 There is a lack of 2uality information a&out tourism source markets $ithin DOT and !C3C5 The link &et$een kno$ing market preferences and e2uating these $ith the appropriate tourism product remains $eak5 ore information is also needed on specific activities undertaken during travel to the !hilippines on source markets5 In 89984 after the completion of the Tourism aster !lan4 the Office of !roduct %esearch and Development 6O!%D7 $as internally realigned to handle specific regions in the country4 i5e54 ,u)on4 3isayas and indanao5 .o$ever product research and design appears to have &een given a lesser priority9 secon7 to 6ro7uct 6lanning an7 7estination 7e:elo6ment arising from t8e realignment of t8e OP"DEs functions% Nevertheless4 e-isting data are processed and com&ined into a marketing plan4 $herein tourist"ready products are matched $ith potential markets5 The plan also lays out the marketing policies4 thrusts and directions to &e taken per ma*or market5 No particular emphasis has &een given to ecotourism5 Pac'a&in& 'henever a potential site is deemed tourist"ready4 an invitational familiari)ation trip is conducted amongst the mem&ers of the !hilippine tourism industry4 particularly the tour operators5 They are taken on a trip to dry run or inspect the sites that are ready for selling4 to directly coordinate $ith the

53

destinationDs tourism sectors 6transport4 accommodations4 guides4 etc57 and to come up $ith a package and price+rate ranges5 At times4 $hen the product &eing ne$ly offered is a re"packaging of an e-isting destination or a ne$ly interpreted &ut current product4 the packages are formulated &y the DOT+!C3C and introduced to the tour $holesalers for sale and promotion5 Promotions DOT and !C3C coordinate promotional events such as sales missions and trade fairs for destination selling5 !rivate sector participants regularly form a consortium in order to evenly distri&ute the &usiness generated5 P / participates in ma*or trade fairs4 such as Internationale Tourismus Borse 6ITB7 in Berlin4 'orld Travel art 6'T 7 in ,ondon and Aapan Association of Travel Agents 6AATA7 Congress in Aapan4 and other fairs in ma*or markets5 ulti"city sales missions often accompany these events5 DOT overseas offices conduct sales presentations and sales calls to select tour operators5 Consumer promotions such as food festivals in hotel chains4 !hilippine holiday events 6especially !hilippine Independence Day74 cultural sho$s and fiestas are also &eing conducted on a regular &asis5 The !C3C conducts its Invitational Travel !rogram4 in $hich mem&ers of the travel trade and media are invited on familiari)ation trips to visit sites in the !hilippines4 $ith the purpose of orienting front"liners and decision makers on the !hilippinesD tourism products5 2%$%, Pri:ate Sector *arDeting !rivate sector operators link promotional efforts $ith !C3CDs destination marketing at trade fairs4 consumer events4 sales missions and other promotional events5 T$o elected representatives sit in the !C3C Board of Trustees5 !ackaging and pricing is normally undertaken &y the private sector5 There are times $hen DOT !C3C re2uests special rates for product campaign launches4 off"season selling4 image crisis management4 etc5 As profit"oriented entities4 the private sector engage in marketing their tourism products and packages5 .otels and resorts4 for e-ample4 tie"up $ith their chains for collective promotion efforts in target markets5 Tour operators nurture direct links $ith tour operator counterparts a&road5 Aside from their o$n efforts $ith &usiness partners a&road4 the private sector generate &usiness leads through participation in DOT !C3C"initiated endeavors5

54

2%$%.

*arDet !mages 'ith the country undergoing political and economic changes over the past 8G years4 the volatile tourism industry and the destination image has kept its focus on general leisure and promotea&le &usiness travel such as conventions and incentives5 (re2uent changes in promotional campaigns have hindered the esta&lishment of a strong tourism image for the !hilippines5 The main image &eing pro*ected to the markets continues to &e that of islands and &eaches4 supplemented &y rich culture and history5 Overcoming negative images associated $ith =girls4 golf and gam&ling> remains a priority for DOT5 any promotional campaigns did not have their full impact due to lack of funds and changes in the administration5 ='here Asia 'ears a Smile> $as the original DOT promotion that ran from 89BE to 89@B5 ;ThereDs a (iesta for Everyone; pro*ects the country as a year"round destination for festivals5 ;Pes5 The !hilippines5 No$5; $as used to anchor tourism promotions on the ;ne$; !hilippines after the 89@I !eople !o$er %evolution ;(iesta Islands !hilippines; pro*ected the country as a cultural destination &orne &y its various festivals5 ;Islands !hilippines4 Our Islands .ave It All;4 launched in 8998 $as pro&a&ly DOTDs &est and longest"running promotional campaign $ith su&" campaigns such as Dive !hilippines4 #olf !hilippines4 etc5 ;!hilippinesC The Best of the Islands; $as launched in 899I4 for the A!EC Summit5 ;%ediscovery !hilippines; $as launched in 899@ focusing on the countryDs culture and history as tourismDs &est selling feature5 Despite that lack of resources4 the ;BGGG Times oreV; campaign $as launched4 and carried a more contemporary ;digiti)ed; look5 Currently4 ='O' !hilippines> is the promotional campaign on the Department5 'O'4 for 'ealth of 'onders4 uses four imagesC the tarsier4 Puerto Princesa 1nderground %iver National !ark4 $reck dive site4 and Boracay &each% !n a77ition9 t8e current K/olunteer 12L is aime7 at ta66ing t8e se:en million Fili6inos ;orDing an7 li:ing abroa7 as tourism 6romoters% T8is 6rogram is en:isione7 to furt8er stimulate an7 boost :isitor arri:als to t8e P8ili66ines%

2%$%1

om6etiti:e Destinations Other Asian countries are the countryDs competitors due to similarity in ecotourism products offered5 In order to assess the level of these countryDs

55

involvement in ecotourism4 several &rochures from the main markets of (rance4 1nited 0ingdom4 Australia and Aapan $ere analy)ed and similar products and prices compared5 In (rance4 similar product offerings amongst the !hilippines4 Indonesia4 ,aos !D%4 Nepal4 India and 1)&ekistan $ere mountain and volcano treks4 and tri&al village tours5 The highest cost $as ((8@4BGG4 $hile the lo$est $as offered &y the !hilippines $ith ((8E4GGG 6Banaue %ice Terraces75 The tri&al village tour to the TD&oliDs at ,ake Se&u $as tagged at ((8E4:GG non"peak ((8B4:GG peak5 Bet$een Indonesia and the !hilippines4 similar products are *ungle treks and river"&ased activities 6kayaking + &anca rides75 The !ala$an package $as offered at ((8G4GGG $hile Sula$esi $as offered at ((8@4?GG5 In Aapan4 !hilippine packages are also competitively priced5 There is a significant difference4 ho$ever4 in the type of product &eing sold5 The !hilippines offers !ala$anDs Tag&anua (amilyDs .oney .unting tri&al life e-perience4 $hile alaysia offers a $ider variety of products ranging from $ildlife o&servation4 cave e-ploration4 and mangrove &oat cruises5 Despite Ce&u &eing in the same &rochure4 there $as no mention of ecotourism destinations such as the Olango Bird Sanctuary4 BoholDs Cam&uhat4 ,o&oc %iver Cruise or Chocolate .ills5 Australia4 alaysia and Indonesia are flooding tour operators $ith packages of different types of ecotourism and nature"&ased e-periencesC rainforests4 *ungle treks4 safaris4 tri&al village tours4 etc5 Thailand offers nature appreciation4 tri&al village and elephant safarisJ 3ietnam offers culture $hilst the !hilippines trips consist only of the Sagada"Bontoc"Banaue circuit and the Chocolate .ills5 (eed&ack from the DOT office in the 1nited 0ingdom states thatC ;In the internal organi)ations of most tour operators in the 104 the !hilippines is handled &y personnel in charge of 3ietnam4 Cam&odia+,aos !D% 6$hich are regularly packaged $ith Thailand7 and Africa5 In short4 the !hilippines is looked at as ;emerging and sometimes even unusual destination;5 Despite 3ietnamDs lack of infrastructure4 it is outpacing the !hilippines in terms of attractiveness and ;mysti2ue;5 Even cruises to the (ar East include more 3ietnam than !hilippines 6 anila7;5 In comparing the type of promotional materials distri&uted $ithin the markets and the $ay their $e&sites are developed4 it is o&vious that the !hilippines is not $ithin the same playing field as alaysia4 Thailand and Indonesia5 These countries have come up $ith a nature"&ased &randing of promotions4 and have spun around from the traditional sun4 sand and sea attractions5 They are already on their second $ave of products4 $ith materials made e-clusively for ecotourism destinations and packages4 $hile the !hilippines has yet to develop its &ase circuits4 satellite destinations and activities5

56

2%$%$

Ecotourism *arDeting Ecotourism in the !hilippines is still in its infant stage5 em&ership or representation in ecotourism+nature"&ased organi)ations is negligi&le5 !romotional activities conducted target the general leisure market4 $ith occasional participation in dive sho$s5 There may &e upcoming pro*ects such as $hite"$ater rafting and other nature" &ased activities5 .o$ever4 inasmuch as the areas $herein these sites are located have relatively young tourism industries4 local tour operators find some difficulty in coordinating tours and coming up $ith effective or profita&le packages5 T8e "E s t8roug8 t8e DOT regional offices 8a:e to a77ress t8e nee7 to create a;areness among local communities an7 forge collaboration ;it8 t8e 6ri:ate sector an7 ot8er institutions to 7e:elo6 t8e areas for ecotourism%

2%$%3

!m6lications uch has yet to &e done in marketing terms to fully harness the as yet unrecogni)ed potential of ecotourism5 !rograms should &e designed in order to achieve the follo$ingC A market information &ase for ecotourism could &e esta&lished as a priority to further understandC Tourist volumes and gro$th to specific sites and protected areas4 and collectively4 gro$th in tourist visits engaged in certain type of nature" &ased and ecotourism activity Demographic profile of visitors Other travel"related information such as travel arrangements4 source of destination information4 average daily e-penditure4 etc5 Information a&out current and potential ecotourism market segments (urther market segmentation details $ill &e useful for &oth promotional thrusts and product development directions

!romotions specific to ecotourism4 using a net$ork of 0ey Sites4 to refresh and focus the market image and attract higher"yield 2uality markets There is a great need for the appropriate type of product development4 in order for suita&le products to &e &randed as an ecotourism site (or the same reason the ET'# $as created4 there could &e an esta&lished net$ork of linkages &et$een destinations or sites4 and the DOT and DEN% for product development4 enhancement and marketing4 and $ith the private sector for packaging and promotions

57

 A data &ase and monitoring system is needed &y $hich ecotourism marketing o&*ectives can &e compared to actual results to ena&le the modification of marketing directions and strategies4 if re2uired5

2%3 T"ANSPO"T !SS#ES

2%3%1 /ision in t8e Tourism *aster Plan The Tourism aster !lan spelled out the policy of developing three development clusters 6,u)on4 3isayas and indanao7 $here&y each cluster should &e served &y one or t$o ma*or international gate$ays and linked to a variety of satellite destinations5 This re2uired an ad*ustment of policy in the air transport sector $here it hss necessitated theC Adoption of a more fle-i&le approach in approving in&ound air inclusive charters and providing scheduled air services on the part of other carriers Designation of ne$ domestic and international carriers to service secondary airports in the country E-pansion of domestic and international terminal facilities Deregulation of domestic air operations to foster greater competition on routes5 The aster !lanDs main thrust $ith $ater and land transportation $as the upgrading and development of road connections &et$een air and seaports4 and tourism centers &etter Dno;n as t8e inter>mo7al trans6ort system 5 (ocus $as also given to the development of inter"island cruising activities for foreign markets4 and the improvement of domestic ferry services in the !hilippines5 2%3%2 urrent Situation a*or policy shifts in air4 $ater and land transportation $ere initiated to address critical &ottlenecks in trade4 industry4 tourism and investments5 Development thrusts during the past five years have leaned to$ards li&erali)ation and deregulation4 resulting in the e-pansion of transport systems supporting regional gro$th areas4 )ones and corridors5 The three original tourism development clusters have since &een e-panded to includeC ,aoag+Baguio4 Clark+Su&ic4 anila4 Ce&u and Davao5 /ir The !hilippinesD main international air access is through the Ninoy A2uino International Airport 6NAIA7 in anila5 NAIA is currently &eing serviced &y appro-imately E? airlines 6see Anne- TT75 Travelers can also enter the

58

!hilippines via Ce&u City5 The actan"Ce&u International Airport handles &oth regular and chartered flights from Singapore4 .ong 0ong4 Aapan4 Tai$an and South 0orea $hile the Davao International Airport handles flights from Singapore and anado4 Indonesia5 ,aoag International Airport in North ,u)on services flights from Tai$an4 .ong 0ong and #uang)hou5 !hilippine Airlines 6!A,7 the national flag carrier4 services a route net$ork of 8@ on line points in 8< countries4 and seven points in four countries on *oint service &asis $ith other airlines5 This includes daily services from anila to San (rancisco4 ,os Angeles4 .ong 0ong4 Tokyo and Singapore5 In terms of $eekly air seats4 the !hilippines lags &ehind ASEAN neigh&ors5 In 89994 the !hilippines had 8GI4I:B $eekly air seats4 lo$er than alaysia 6<994?G974 Thailand 6E8G4?987 and Singapore 6E:94E8?75 ,i&erali)ation of the aviation industry in 899: opened ne$ domestic airlines and esta&lished ne$ international airlines that no$ service routes once dominated &y !hilippine Air ,ines 6!A,75 The progressive li&erali)ation policy adopted has proven to &e &eneficial4 especially in the domestic sector5 The traveling pu&lic no$ en*oys several choices in airlines and lo$er fares as a result of increased competition5 The num&er of domestic air passengers gre$ &y an average of :5EB percent from 899I to <GGG5 In terms of infrastructure4 the opening of the NAIA Terminal II decongested the old terminal and the NAIA Terminal I5 The run$ay of Davao International Airport $as upgraded and lengthened and can no$ accommodate larger aircraft5 In general4 direct air access to some of the more remote &ut popular ecotourism areas 6such as El Nido4 !ala$an4 Siargao Island and Batanes Islands7 has improved along $ith improved linkages &et$een air and sea transport schedules5 +ater The li&erali)ation and deregulation of the shipping industry de"monopoli)ed and e-panded services4 &enefiting &oth passengers and operators5 The domestic shipping industry has &een through a ma*or improvement4 ena&ling !hilippine seas to &e traversed &y &igger4 faster4 more sophisticated and relia&le vessels5 The private sector responded &y replacing their fleet4 and upgrading and replacing alternative services such as fast ferries and lu-ury liners5 .o$ever4 more stringent safety regulations for the vessel4 the cre$ and shore management are needed5

59

2an) %oad access to ecotourism sites has improved in the last decade5 Donor agencies have &een largely responsi&le for funding improvements to the !hilippinesD high$ay net$ork5 Access to and $ithin the five ma*or hu&s has led to a noticea&le increase in use in some areas4 for instance4 Su&ic Bay and Batangas5 2%3%, Future Plans The edium Term !hilippine Development !lan 6 T!D!7 for 2001 F 200. outlines the future prospects in the transport system5 /ir The countryDs accessi&ility to visitors $ill &e improved &y negotiating more and &etter air service agreements 6ASA7 $ith partner countries to increase $eekly air seat capacity to levels at par $ith ASEAN neigh&ors5 Air carriers of countries $ith $hich the !hilippines has &ilateral ASAs $ill &e encouraged to ma-imi)e utili)ation of their entitlements5 A =trigger mechanism> $ill &e institutionali)ed to facilitate the operationali)ation of additional seat capacity &eyond the entitlement allo$ed in the pertinent ASA5 This $ill automatically allo$ an airline already operating at an average load factor of BG percent to add more seats to immediately respond to demand increase $ithout the need for renegotiation5 The upgrading of domestic airports to international standards $ill improve domestic linkages5 +ater a*or port development and moderni)ation pro*ects $ill &e undertaken during <GG8"<GG?4 particularly in Batangas4 Iloilo4 Davao4 #eneral Santos4 Fam&oanga4 anila North and South .ar&or4 as $ell as Cagayan de Oro4 Capi) and Al&ay5 2an) ,ocal roads shall &e planned and developed to complement national roads4 especially in improving access to priority tourism areas5 2%3%. !m6lications for Ecotourism Improved international air access linkages

 !ro-imity of regional airports to ecotourism destinations+national parks Availa&ility of fast ferry services FreIuency of sc8e7ule7 flig8ts9 s8i66ing an7 bus tri6s 1pgrading of transport services5

2%- A
2%-%1

O**ODAT!ON !SS#ES

Tourist Facilities Tourist accommodation facilities in the !hilippines range from economy and lu-ury hotels and resorts $ith complete amenities4 to &udget tourist inns and family"run home stays5 As coul7 be gleane7 from Table 2 F 10 4 the total num&er of accommodation esta&lishments increased form <4<@8 in 899? to E4@8I in 899@4 or a gro$th rate of IB5<9 percent5 The hotel sector increased &y ?9 percent4 resort sector &y 8?: percent $hile tourist inns and apartels gre$ &y E< percent and E? percent4 respectively5 Of the total accommodation esta&lishments in 899@4 hotels accounted for ?:5?9 percent4 resorts for E?5:8 percent4 tourist inns for 8B5E: percent and apartels <5I: percent
!a"le 2#1 $ !y,es of /ccommo)ation in t(e P(ili,,ines 1994 an) 1998

2000 1500 1994 1000 500 0 Hotels Resorts T. Inns Apartels 1998

SourceC DOT

This e-pansion of the accommodation sector can &e attri&uted to gro$ing demand for hotel accommodation during the period due to increased visitor traffic5 The holding of various events such as the A!EC in 899I also called for the moderni)ation and e-pansion of hotels particularly in etro anila5 'ith the declaration of 3isit !hilippines Pear in <GGE4 e-isting accommodation esta&lishments are e-pected to e-pand and upgrade facilities $hile ne$ entrants are anticipated5

61

In terms of regional distri&ution4 data from the tourism situation reports of the DOT regional offices Breference Table 2 F 11C sho$ that the National Capital %egion 6NC%74 Central ,u)on 6%egion III7 Southern Tagalog 6%egion I374 'estern 3isayas 6%egion 3I74 and Central 3isayas 6%egion 3II7 account for the greatest num&er of accommodation esta&lishments5 The hotel sector is largely concentrated in the etro anila area4 reflecting its role as the national capital and main international gate$ay5 The resort sector is generally dispersed outside etro anila $ith %egions I34 3I4 3II and HI accounting for the most num&er of resorts5
!a"le 2#11$ /ccommo)ation "y %e&ion

"egion NC% CA% I II III I3 3 3I 3II 3III IH H HI HII HIII TOTAL SourceC DOT

No% of Establis8ments <G@ 8@B 9: 8?< EB8 <8E 88I ?G8 <GE BE E@ @9 89E :@ I9 29..1

%esearch has indicated domestic travelersD selection of hotels and other lodging facilities is affected mainly &y three factorsC competitive pricingJ availa&ility of facilities and services and type and e-tent of free services 6i5e54 local calls4 continental &reakfast4 etc57 'hile tourist accommodation facilities are generally availa&le in the countryDs main destinations4 facilities $ithin and around ecotourism sites such as protected areas are very fe$4 if any5 Of the more than <GG protected areas identified &y the Department of Environment / Natural %esources4 only a fe$ offer &asic lodging facilities4 $hile some are limited for use of the parkDs staff5 Ecotourism lodges4 as seen else$here in Asia 6e5g5 Nepal7 do not e-ist to the same e-tent in the !hilippines5 .o$ever4 villages around these areas sometimes offer home stays for the more adventurous travelers5 A limited num&er of camps and ca&ins 6for instance4 Eden %esort near Davao City7 in semi"natural settings have &een developed over the last five years5

62

2%-%2

!m6lications 'ith the gro$ing interest in ecotourism in the !hilippines4 the follo$ing needs considerationC Careful planning for the construction of accommodation in or near 0ey SitesJ There is a need for sensitive4 creative local design for accommodation in ecotourism areasJ The .omestay !rogram of the DOT is further encouragedJ and LinDages bet;een t8e DOT an7 L)#s for licensing an7 accre7itation stan7ar7s s8oul7 be strengt8ene75

2%0 S#PPO"T SE"/!

ES

To ensure the safety4 comfort and convenience of visitors to ecotourism sites4 development of support services and the esta&lishment of &asic utilities such as $ater4 electricity4 se$erage and gar&age disposal are needed5 2%0%1 #tilities Appro-imately ?G percent of areas along ma*or high$ays leading to ecotourism sites are $ell served $ith pu&lic telecommunication facilities5 The advent of ne$ telecommunication technology such as cellular phones has provided access even in remote areas of the country5 Currently4 satellite phones are also &eing introduced at a reasona&le cost to cover remote areas5 Electricity is availa&le in densely populated areas5 Due to high po$er costs4 the distri&ution of electricity in remote areas is limited5 The government is seeking to address this issue through the privati)ation of the National !o$er Corporation an79 t8us9 t8e generation4 distri&ution and supply aspects of the electric industry5 'ater supply service in far"flung areas such as national parks and other ecotourism sites is limited to levels 8 and < such as spring &o-es and small $ater impoundment5 ost of the e-isting ecotourism sites do not have esta&lished se$age systems5 2%0%2 )eneral Tourist !nformation aps and guide&ooks for tourists are distri&uted in various tourism information counters and hotel lo&&ies as $ell as the regional offices of the

63

DOT5 Other guide&ooks such as ,onely !lanet4 Action Asia Adventure4 !hilippine #uide&ook and the like can &e found in ma*or &ookstores5 In general4 there is a lack of specific information on ecotourism areas for visitors in the !hilippines5 2%0%, "escue an7 *e7ical Ser:ices Organi)ed professional and volunteer rescue services in the !hilippines is in the early stages of development5 The National Disaster Coordinating Council spearheads rescue operations during national emergencies and calamities5 Other organi)ations such as the !hilippine National %ed Cross4 :G:th %escue Team 6under the !hilippine Air (orce7 and others provide rescue services5 The Bureau of (ire and !rotection is in the process of institutionali)ing rescue operations under its special units in the provinces5 Currently there are five esta&lished rescue centers in Su&ic Bay4 A(! edical Center in anila4 Ce&u4 Cavite and an Evacuation Assistance Center in !asay City5 Some ecotourism"related activities like diving4 safety standards are taken seriously5 ost resorts have good e2uipment and $ell"trained instructors and dive masters5 Currently4 there are three recompression cham&ers in the country4 in anila4 Su&ic and Ce&u4 $hile a fourth one in Batangas has &een proposed5 .ealth care systems in the !hilippines are generally good and $ith reasona&le fees5 etro anila offers $orld"standard medical facilities 6 akati edical Center in akati and St5 ,ukeDs .ospital in Uue)on City are generally ackno$ledged as the &est in the country75 a*or cities outside etro anila have $ell"e2uipped hospitals and can diagnose and treat most in*uries and illnesses5 !rovincial capitals have hospitals $ith &asic e2uipment and supplies that are ade2uate for minor cases5 ost municipalities have %ural .ealth 1nits that are usually staffed &y a doctor and a nurse4 though several to$ns may share one doctor in remote areas5 2%0%. Security A ma*or issue concerning the development of ecotourism in the country is security5 Events such as the Sipadan and !ala$an kidnappings and the terrorist attacks in the 1S have led to an increase in security operations in most large ur&an areas and key tourism destinations5 2%0%1 !m6lications There is a need for additional rescue operations and standard operating procedures in case of emergencies and accidents for ecotourism activities such as clim&ing4 caving4 rafting etc5

64

 Additional recompression cham&ers are needed in dive destinations Esta&lishment of o&servation platforms4 vie$ decks and tourism information at ecotourism sites Esta&lishment of ecologically sound gar&age and se$age disposal systems in ecotourism sites particularly in remote areas Strengt8ene7? institutionali<e7 authorities $ith regard to security5 linkages and coordination $ith

2%10 !*PA

TS

2%10%1 !ntro7uction This section &riefly revie$s the current state of kno$ledge and practice associated $ith socio"cultural and economic impacts of ecotourism in the !hilippines5 A case study approach has &een adopted to illustrate the salient positive and negative features of ecotourism impacts as they occur in the !hilippines5 Implications for this strategy have &een dra$n from the case studies5 2%10%2 En:ironmental an7 Socio>cultural !m6acts an7 Tourism The 8998 Tourism aster !lan reported that the !hilippines natural and cultural environment have &een su&stantially altered &y human activity5 uch of the forests cover in the mountains and foothills has disappeared4 a considera&le proportion of the coastal mangroves has &een removed to make $ay for fish farming4 $hile over"fishing is threatening to reduce the diversity and sta&ility of the areaDs coastal marine resources5 These issues are ine-trica&ly linked to poverty4 over population and competing land uses5 To illustrate the practical and positive impacts that can arise from ecotourism4 the follo$ing case study e-amples are presented5 There are also a num&er of practical e-amples that illustrate the importance of managing potential adverse impacts and learning lessons from these e-periences5 0lan&o 7ir)s an) Seasca,e !our 407S!5 Olango Island4 situated :5: kilometers east of actan Island in the province of Ce&u is a protected $etland $ith international importance due to the high num&er of migratory &ird species5 'ith assistance from 1SAID4 the Coastal %esource anagement !ro*ect 6C% !7 of DEN%4 Olango Island Bird and Seascape Tour $as developed since 899B as a community"&ased tourism development that provides alternative livelihood for island residents5

65

Over 84GGG tourists have taken the Birds and Seascape Tour since operations started in 89995 The tour is managed and operated &y the community $ho formed themselves into a cooperative5 The pro*ect facilitated the organi)ation and empo$erment of t$o villages to participate in identifying management goals4 priorities and policies on their natural environment4 make representations to ,#1s and visiting organi)ations5 Because of proper planning and coordination $ith the communities4 the pro*ect has &een successful in making the community &ecome real ste$ards of protecting their environment4 and created pride and self respect in promoting their area as an ecotourism destination ;8ile at t8e same time generating economic gains% !u""ata(a %eef One of the &est destinations for scu&a diving in the country4 the famous Tu&&ataha %eef also inscribe7 in t8e 4orl7 &eritage List can generate around !85I illion in fees and permits for its three"month dive season5 #ood management has engaged the active participation of various stakeholders in protection and tourism4 supported &y ''( 00!4 ,#1s and other concerned agencies4 to ensure the sustaina&le use of the marine resources5 A participatory management style has esta&lished local enterprises for the community through the development of micro"credit systems5 Donsol +(ale S(ar' Encounters 'hale sharks are the largest fish in the $orld and gro$ up to IGft5 in length5 Congregating in the coastal $aters of Donsol in Sorsogon4 $hale sharks are threatened &ecause of the strong demand for their meat and fins5 In 899@4 ''( 0a&an 0alikasan ng !ilipinas 600!7 introduced the concept of ecotourism to the community to promote the protection of $hale sharks as $ell as derive local &enefits t8erefrom% Ecotourism activity in Donsol has created an a$areness to conserve the $hale shark amongst the local community4 and contri&uted to a national conservation strategy5 &o;e:er9 significant local &enefits have yet to devolve to the community due to competition &et$een village operators and a lo$ profile in the market place5 'hale shark hunting in other parts of the !hilippines and overseas threatens the future of the resource4 yet &ased on glo&al trends in marine mammal $atching4 Donsol has su&stantial potential to &e a Nmust"doD for nature and adventure travellers5

66

2%10%, Economic !m6acts an7 Ecotourism There are many community"&ased tourism pro*ects and resort developments that have created positive economic &enefits for local residents5 Selected case studies illustrate thisC Pinatu"o *ommunity#"ase) !re''in& Trekking to the crater lake of the !inatu&o 3olcano is a popular ecotourism activity that has provided economic opportunities to the residents of Brgy Sta5 Auliana in a6as9 Tarlac !rovince5 A DOT"organi)ed community"managed visitor center makes arrangement for gui7es an7 6orters to inclu7e local Aetas% Estimated visitor arrivals range from <GG to EGG persons monthly4 $ith an average e-penditure of !<4GGG per tourist5 T8e bulD of the amount that tourists pay directly to the community cooperative goes to transportation4 food4 porters and guides4 and community and environmental fees5 7ais Dol,(in +atc(in& !ours The Bais Dolphin 'atching tours from Bais organi<e7 by Bais ity L)# in t8e TaMon Strait 8as successfully broug8t re:enue to local communities 5 Started as an environmental education e-ercise &y marine &iologists4 the dolphin toursD office no$ takes reservations4 charters &oats4 arranges guides4 and monitors the marine mammal activity5 (ive specially converted pump &oats 6t$o ,#1"operated and three privately o$ned7 are availa&le daily throughout the year5 The average percentage of dolphin sightings &y visitors is very high 6over 9G percent7 and $hales can also &e sighted several times per month5 In <GGG the operation handled a total of nearly B4GGG tourists of $hom <:8 $ere foreigners 61SA4 0orean and Aapanese providing the highest num&ers75 %evenue from the tour operation has sho$n consistent gro$th since inception in 899I4 $ith a gross of over !85@ million received in <GGG5 El -i)o %esorts ,arger scale resort developments that adhere to principles of ecotourism are an effective an7 sustainable means of providing &enefits to the community5 Ten 0nots4 a company that operates t$o resorts in El Nido4 have created a sym&iotic relationship $ith the community5 The pro*ect esta&lished the El Nido (oundation that helps the community develop a variety of &usiness opportunities including its o$n capacity for attracting and supporting tourism5 The El Nido (oundation $as esta&lished in 899? to provide financing assistance for small cooperatives and micro"enterprises and has since granted loan assistance of !< million to :GG &eneficiaries either individual4 $orking groups or associations5 Typical pro*ects of the (oundation for the community include small retail stores and stalls4 and high intensive farming techni2ues to

67

increase productivity to supply the demand for fresh food re2uired &y the resorts5 One of El Nido (oundationDs &eneficiaries4 s5 Susan ,ualhati said4 =V it has helped the community and the environment &y enhancing the a&ility of the local people to share the &enefits of tourism5 No$4 the link &et$een economic development and environmental protection is o&vious to all of us5> Puerto Princesa 3n)er&roun) %i.er -ational Par' In 899I4 total visitors to the !ark $ere <:4GI? $ith BI percent domestic and <? percent foreign nationals5 By 899B the park have increased its annual num&ers of tourists visitors &y :9 percent to E949B9 visitors5 3isitors contri&uted !E4B<<4?GG in tourism revenue from cave entry4 park entrance and cottages5 Other &enefits generated &y tourism go directly to &usiness operators in the area5 2%10%. !m6lications Tourism can generate &oth positive and negative impacts on environmental and socio"cultural values5 Successful ecotourism is likely to occur in the !hilippines $henC Communities have &een involved from the initial stagesJ !artnerships $ith tour operators and resorts have &een formed $ith the local communityJ The financial return is an effecti:e incenti:e to protect the resource &ase5

2%11 &#*AN "ESO#"

2%11%1 O:er:ie;

DE/ELOP*ENT

In 899@4 employment in the tourism sector reached E5EB million4 an improvement &y E< percent of the total employment generated in 899? of <5:: million5 Of this total4 the transport sector had the &iggest share $ith @G percent4 restaurants and similar esta&lishments 8: percent4 hotel and lodging services sector accounted for ? percent4 and travel agents4 tour operators and tour guides $ith 8G percent5

68

!a"le 2#12$ Em,loyment "y Sector 1994 an) 1998

Tourism Sector .otels / ,odging Services %estaurants and other esta&lishments Transport Travel Agents4 Tour Operators / Tour #uides TOTAL

Total 8G<4B:: E@:4I<E <4GI<4I?B

100. *ale IB4<<8 <<E4BBB 84@<84?E8

Female E:4:E8 8I84@?I <?84<8I

Total 88I4@E: :<@4:@< <4B<G4GG@

100*ale BI4?EE EGI4BEI <4?G8498I

Female ?G4<<< <<84@?I E8@4G9<

<4B:9 2911,93-.

84I:@ 2911.90-3

848G< .,09$01

E4IE9 ,9,$090$.

<48@I 293-39231

84?:E 1-19$1,

SourceC TTTTTTTTTTTTTTT Tourism manpo$er training in the !hilippines is provided &y a mi- of pu&lic training institutions4 such as the Asian Institute of Tourism 6AIT74 private schools4 and in"house training facilities at hotels5 3ocational and skills training courses are offered &y various training institutions5 The Technical Education Skills Development Authority 6TESDA7 offers training and certification for hotel and restaurant industry entry"level positions5 .uman %esource Development is addressed in the Tourism aster !lan5 The restructuring of the .otel and %estaurant Industry Board to the Tourism Industry Board (oundation4 Inc5 6TIB(I7 $as completed5 It covers all sectors of the industry and4 thus4 gives the Board po$ers to ensure timely availa&ility of resources4 efficient training centers and trainers5 2%11%2 Training Stan7ar7s A$are of the need to set minimum standards for training programs and trainers4 the TIB(I has formulated standards that are currently &eing used for accreditation &y the DOT5 The esta&lishment of the .otel Tourism Institute of the !hilippines 6.TI!7 as the regional training center for the National Capital %egion $as also accomplished5 The arrangement developed &y the DOT ;8ereby it 6ro:i7e7 t8e sc8ool buil7ing and the .otel and %estaurant Association of the !hilippines 6.%A!7 as &T!Ps manager an7 o6erator $ill &e adopted in the esta&lishment of regional training centers in tourism centers in Baguio4 Ce&u and Davao5 The achievement of the recommended training programs and institutions to address the human resource re2uirements of the industry can &e attri&uted to the active participation of relevant government agencies4 non"government institutions and the private sector5 As ecotourism &ecomes increasingly popular in the country4 it is imperative to address the human resource development in this respect5 Specialist skills and

69

safety standards relating to ecotourism activities such as caving4 trekking4 scu&a"diving4 rafting and the like need to &e considered5 2%11%, Training Nee7s Some of these training needs $ere identified during the Tourism %elated Industry Conference held last August 2001 $hile some $ere summed up during the regional ecotourism stakeholdersD $orkshops5 !riorities includedC A need to upgrade tourism esta&lishment of trends and technology in skills and development ore a$areness is needed nationally in areas contri&uting to efficiency and productivity such as Sanitation and .ygiene and (ood Safety

,ack of trained speciali)ed guides Design training module for special eco"guides 6i5e5 mountaineers4 cavers4 katutu&o guides4 rafters4 village guides7

,ack of trained personnel to attend to emergency cases Conduct training"seminars on first"aid4 rescue operations and disaster preparedness for ,#1s and tourism esta&lishment o$ners

Need for training of local guides such as &oatmen4 calesa operators to 6ro:i7e Iuality ser:ice to tourists ,ack of a$areness &y ,#1s and communities of the nature and &enefits of tourism4 and the re2uirements and processes for tourism development Conduct Tourism A$areness !rograms #n7ertaDe Customer Service Seminars for front liners 6including tricycle drivers4 &oat operators7

!reservation and sustaina&ility of indigenous skills for local crafts and products 6$eaving4 $oodcraft4 shellcraft4 &asketry4 native food preparation4 use of a&undant local materials74 especially $ith regard to international market design5 !oor facilities and delivery of hotel and restaurant services due to unskilled $orkers particularly $aiters4 &artenders4 housekeepers and room attendant services 2%11%. Associations an7 lubs 3arious ecotourism associations and adventure sports clu&s have &een organi)ed since the advent of ecotourism in the country to provide training for mem&ers 6e5g5 rock"clim&ing4 &oardsailing4 mountaineering4 scu&a diving4 rafting75

The DOT has developed training modules for mountain guiding and cave guiding5 To date4 a total of <:B mountain guides and cave guides have participated in seminars conducted in 0alinga4 Banaue4 Tuguegarao4 0idapa$an and Bacolod5 The DOT conducts relevant training programs all over the !hilippines 6e5g5 home stay programs4 ecotourism a$areness programs4 seminars for &oatmen4 etc57 The development of modules and guidelines for standardi)ation of $ater" rafting skills is under process &y the DOT in coordination $ith $ater"rafting associations5 2%11%1 !m6lications for Ecotourism Substantial em6loyment an7 @obs as ;ell as li:eli8oo7 o66ortunities can be generate7 from ecotourism% &o;e:er9 base7 on t8e foregoing assessment t8e follo;ing nee7 to be institute75 Training program needed for specialist guides arketing and design for traditional handicraft makers

Training and safety standards ecotourism activities5

71

, ST"ATE)! F"A*E4O"(

,%1 P#TT!N) T&E P!E

ES

TO)ET&E"

The Situation Analysis chapter highlights needs and opportunities for ecotourism development in the !hilippines &y taking apart the component parts of tourism and e-amining each in relation to ecotourism5 The o&*ectives of this chapter are to put the component parts together again and to e-plain the ET'#Ds preliminary conclusions a&out the &road4 strategic ideas that should underpin the NES5 The strategic ideas presented in this chapter $ere discussed at the National Ecotourism !lanning 'orkshop in Novem&er <GG8 as a preliminary =strategic frame$ork> for the NES5 By presenting the proposed strategic frame$ork as one continuous $hole4 the EO 111Ds call for an integrated strategy is addressed5 The frame$ork attempts to present the strategic ideas in a logical flo$ and to illustrate the interrelationships involved5 Eventually4 these ideas $ill &e e-panded on in detail in the NES5 In this !reliminary Draft4 outlines only are presented later in Chapters ? to @5 'hile the follo$ing =!reliminary Strategic (rame$ork> section is presented in a positive tone4 it nevertheless remains tentative5 There is ample opportunity to amend the frame$ork after feed&ack from the ne-t round of consultation led &y the %ECs5

,%2 P"EL!*!NA"+ ST"ATE)! F"A*E4O"(

Go.ernment Su,,ort for Ecotourism The #overnment has clearly demonstrated its $illingness to take radical steps to foster ecotourism through its actions to date to$ards implementing EO 1115 Esta&lishing the NEDC4 NESC4 ET'# and %ECs has involved commitments from many government agencies5 The concept of a formal partnership &et$een governmentDs resource managers and governmentDs tourism planners4 as mandated in EO 1114 is unparalleled in other countries5 It is an e-cellent &ase on $hich to &uild a strategy5 Continuing strong government support $ill &e fundamental to developing and promoting ecotourism5 'hile there is $idespread pu&lic enthusiasm for ecotourism4 it is not yet a ma*or political issue5 Ideally4 ecotourism and the NES should have a prominent political champion4 someone a&le to create a sense of urgency and esta&lish the political $ill for a concerted effort to foster ecotourism5

72

At the government agency level4 the realities of limited funding must &e accommodated5 .o$ever4 much can &e done $ithout large &udgets &y merely focussing and coordinating effort of many agencies5 In this regard4 the NES $ill not only serve as a guide&ook for the future $ork of the EO 111 &odies4 &ut it should also focus the efforts of many other potential contri&utors to the ecotourism cause5 The final NES $ill contain lists of priority supporting actions &y other individual stakeholder groups4 including government agencies as $ell as non"government organi)ations and potential donors5 These lists $ill have &een negotiated $ith each stakeholder group5 Ecotourism for t(e P(ili,,ines (or the purposes of this strategy4 ecotourism is not vie$ed as merely an imported concept5 'hile the term and the &asic idea came from overseas4 the sustaina&ility of the NES rests $ith its direct relevance to the real needs and opportunities in the !hilippines5 In this sense the emphasis of the NES $ill &e on =ecotourism for the !hilippines>4 not =!hilippines for ecotourism>5 The Bohol CongressD Ecotourism Definition 6see Section 85E7 esta&lished that4 in the !hilippines conte-t4 ecotourism $ill take place in &oth natural and cultural heritage areas5 As settings for ecotourism4 these areas $ill re2uire careful management5 The activities associated $ith ecotourism $ill contri&ute to environmental education4 including fostering a$areness of environmental pro&lems5 Developing ecotourism $ill involve the empo$erment of local communities to participate in and &enefit from tourism5 Ecotourism $ill also &e a product that satisfies visitors5 The ecotourism agenda for the !hilippines is to make the ideals em&odied in the Bohol CongressD Ecotourism Definition come true5 General Strate&ic /,,roac( An approach is envisaged that is &oth =top"do$n> and =&ottom"up>5 The =top" do$n> element $ill &e government"led $ith the overarching aim of refocusing4 recom&ining and coordinating government initiatives across a range of agencies5 The =&ottom"up> element $ill recogni)e the grass"roots and private sector aspects of ecotourism and aim to create mechanisms for nurturing ecotourism development through community initiatives and local entrepreneurs5 This approach conforms to the Bohol Ecotourism !olicy Statement 6See Section 85E74 $hich implies that the state should lead the development and promotion efforts4 using ecotourism as a tool for sustaina&le development5 The =integrating system> called for in the Bohol Ecotourism !olicy Statement $ill focus initially on nurturing development5 ,ater the focus can s$itch to sustaining via&ility5

73

?ocussin& Sta'e(ol)er Efforts The foundation of the =top" do$n> elements $ill &e a system of =0ey Ecotourism Sites5> These $ill provide the focus for all government"led initiatives under the NES5 0ey Sites have &een chosen 6as yet tentatively74 &ased on national selection criteria prepared &y the NESC4 through a process involving e-tensive regional participation lead &y the %ECs5 Once approved &y the NEDC4 0ey Sites $ill &e the su&*ect of a campaign of ecotourism advocacy &y the EO 111 &odies5 (rom $ithin the 0ey Sites4 some have &een selected as =Banner 0ey Sites>5 These $ill &e the flagships of !hilippines ecotourism4 providing the leading images for promotions to &oth international and domestic tourist markets5 In addition4 a further group of other sites have &een identified as =Emerging and !otential 0ey Sites>5 These $ill 2ualify for regional priority for development assistance and $ill &e recogni)ed as candidates in the medium and long term for elevation to 0ey Site status5 The EO 111 &odies $ill administer this 0ey Site system4 re"evaluating the list of 0ey Sites from time to time5 /).ocacy of Ecotourism in t(e ;ey Sites The EO 111 &odies $ill intensively promote the 0ey Ecotourism Sites concept and act as advocates for ecotourism in the 0ey Sites5 This $ill involve identifying cost"effective measures to stimulate and manage ecotourism development in 0ey Sites and dra$ing the attention of government agencies at all levels to $ays the agencies can assist5 This advocacy role $ill &ecome a primary activity of the EO 111 &odies4 particularly the %ECs5 %ECs $ill seek sponsorship and contri&utions in kind from ecotourism supporters to fund their advocacy activities5 Ecotourism De.elo,ment Pro&ram As called for in EO 1114 a #overnment"funded Ecotourism arketing and Development !rogram $ill &e introduced5 The funding &ase for this program $ill &e a modest allocation from $ithin the annual &udgets of DOT and DEN%5 In addition4 donor interest $ill &e sought4 particularly from international agencies interested in ecotourism and conservation5 DOT $ill plan4 fund and implement the ecotourism marketing component of the !rogram4 $ith the aim of dramatically raising the profile of !hilippines ecotourism in &oth international and domestic markets5 DEN% $ill plan4 fund and implement the ecotourism development component of the !rogram4 focussing e-clusively on the careful development of appropriate types and styles of ecotourism in areas protected for natural and cultural values5

74

The t$o departments $ill closely coordinate their activities at meetings of the EO 111 &odies5 Stan)ar)s an) /ccre)itation The t$o departments $ill also coordinate closely4 through the EO 111 &odies4 in the task of assisting the evolution of industry standards for ecotourism and systems of accreditation of ecotourism operations5 The process of setting of standards $ill &egin $ith safety regulations and general operating guidelines for specific activities K eg caving4 diving4 river rafting4 $hale shark vie$ing etc5 This $ork4 some of $hich is already under$ay4 $ill involve e-tensive consultation and partnership $ith appropriate industry associations $here they e-ist5 DOT+DEN% cooperation in this area $ill com&ine DOTDs legislative mandate to oversee tourism standards $ith DEN%Ds a&ility to insist on compliance as a prere2uisite for ecotourism operations in protected areas5 Defining standards of performance for government agencies $ill &e a separate initiative4 involving the adoption of a custom designed system of &est practice for activities such as interpretation and visitor management in protected areas and in ecotourism guiding5 Once again4 a com&ined DOT+DEN% approach $ill &e taken $ith coordination &y the EO 111 &odies5 Accreditation $ill &e undertaken on a regional &asis led &y the %ECs4 according to national guidelines esta&lished &y NESC5 The aim of accreditation $ill &e to determine $hether operations 6community"&ased4 private sector4 N#O sponsored or government"led7 meet the criteria of =ecotourism>5 The driving rationale for accreditation $ill &e eligi&ility to participate in the various programs of the NES5 ?osterin& Grass#%oots 6nitiati.es t(rou&( ?un)in& The =&ottom"up> components of the NES $ill &e spearheaded &y a development funding facility 6tentatively7 called the Ecotourism Development (und5 At present this is envisaged as a facility $ith a fi-ed life5 Its aim $ill &e to stimulate $orthy models of ecotourism development &y providing funding to ecotourism pro*ects throughout the !hilippines 6ie not only in 0ey Sites75 International and &ilateral donor agencies $ill &e invited to support the fund5 The vision is that the (und $ill &e a source of contesta&le matching funding for ecotourism pro*ects $ithin 0ey Sites5 A NEDC appointed Committee of Trustees could oversee the (und5 The EO 111 &odies4 specifically including the %ECs4 $ill make funding allocation decisions5 Eligi&le pro*ects may &e community"&ased4 private sector initiated4 N#O sponsored or ,#1"led5 !ro*ects must &e accredited as =ecotourism> &y the

75

appropriate %EC5 Eligi&le pro*ects may apply to the (und for up to :GS of funds re2uired for specified activities5 The !ro*ect must have already raised the other :GS5 Eligi&le activities $ill range from product development4 training and marketing5 Donors may &e identified $ith the matching funds provided to specific pro*ects5 7uil)in& Professionalism The second ma*or plank of the =&ottom"up> component of the strategy is a program of net$orking5 To &e led &y the ET'#4 the !hilippines Ecotourism Net$ork 6tentative name7 $ill start simply as list of e"mail and postal addresses of individuals and organi)ations actively involved in or keenly interested in ecotourism5 E"mail &ulletins and simple ne$sletters $ill &egin the net$orking process5 1ltimately4 other means to share information4 including a $e&"site may &e introduced5 The primary rationale of the net$ork is as a mechanism for sharing e-periences and4 thus4 &uilding professionalism5 Engaging the private sector and grass roots pro*ects $ill &e a key focus initially5 Net$orking $ithin su&"groups $ill &e encouraged5 Once an effective t$o"$ay communication is esta&lished4 the net$ork can &ecome a means to spread information and to identify $orthy models5 A long"term goal $ill &e to esta&lish the net$ork as a means to deliver technical assistance to pro*ects at grass"roots level5

76

. (E+ E OTO#"!S* S!TES

.%1 T&E (E+ S!TE !DEA

The idea of the 8ey Ecotourism Sites is to select a num&er of locations and products that $ill &e the focus of government attention in the development of ecotourism in the !hilippines5 0ey Sites need to &e e-ceptional in some $ay4 in keeping $ith the definition of ecotourism4 and &e prepared for visitation5 They $ill &e the focus of &oth marketing and product development5 In some cases it may &e possi&le to link the 0ey Sites to form a travel itinerary4 especially $here the attractions and activities go together $ell and can &e packaged5 An e-ample of such packaging may &e a diving trip or short e-cursion to vie$ $ildlife included as part of a general sightseeing tour5 Amongst the 0ey Ecotourism Sites a small num&er of 7anner Sites have &een selected5 These are destinations of e-ceptional image"setting potential5 Banner Sites $ill &e used in positioning the !hilippines as a credi&le ecotourism destination in domestic and international markets5 A num&er of Emerging and $otential 8ey Sites have also &een selected as a second tier of sites5 These have the opportunity to &e 0ey Ecotourism Sites in the future4 &ut are not yet ready or positioned for 7e:elo6ment an7?or marDeting%

.%2 (E+ S!TE SELE

T!ON

P"O

ESS

The identification and selection of ecotourism sites in the !hilippines $as undertaken through a participatory process at the national and regional levels5 A set of criteria and process for selection evolved during the regional consultation $orkshops and desk$ork undertaken &y the NESC and ET'#5 5 The methodology involved a t$o"tiered process using specific indicators to determine the appropriateness and via&ility for developing ecotourism5 The (irst ,evel evaluation4 $hich uses a scoring system &ased on relati:e ;eig8ts in percentages4 assessed sites and product+s according to theirC Natural and+or cultural features 6E: percent7 Availa&ility of ecotourism product+s 6E: percent7 ,evel of social+ political support 6EG percent75

77

Natural and cultural features refer to the uni2ueness of a site as $ell as the richness and significance of its resources5 Eocotourism 6ro7ucts are resources an7 acti:ities t8at can be 7e:elo6e7 an7 6romote7 t8at ;ill generate em6loyment an7 li:eli8oo7 o66ortunities for local 6eo6le% Social and political support pertains to the participation of the community and cooperation of government4 private sector and non"governmental organi)ations to forge linkages and net$orks to$ards the implementation of plans in close consultation $ith community5 The Second ,evel evaluation is 6riority>setting base7 on an assessment of the market demand and future &enefits to the community and visitor5 Specifically4 this level includes an assessment of the follo;ing ;it8 corres6on7ing suggeste7 ;eig8ts5 Accessi&ility of the site from ma*or international and domestic gate$ays and tourism flo$s 68G percent7 Current market demand from international and domestic visitors4 including the potential appeal to these markets 6EG percent7 Availa&ility of visitor facilities and services 6<: percent7 ,ocal &enefits accruing to the community through livelihood and employment opportunities 6EG percent7 !eace and order4 security and safety 6: percent7 T8e relati:e ;eig8ts for the (irst ,evel criteria $ere assigned &y the NESC and ET'# to ensure unilateral application of the criteria &y the %ECs5 The assignment of relati:e ;eig8ts for Second ,evel criteria $as made &y the %ECs according to specific circumstances of t8e regions5 These levels of evaluation served as a &asis for the %ECs to determine the 0ey Sites4 Banner Sites as $ell as the Emerging and !otential 0ey Ecotourism Sites 5 The results $ere &rought to the National !lanning 'orkshop $here all the sites $ere compared and finally selected &ased on four regional clusters5 The clusters represent the four main groupings of regions that share a common ma*or gate$ay5 They consist ofC Northern ,u)on Cluster " %egions I4 II4 III4 CA% 6,aoag and Subic? larD gate$ays7 Southern ,u)on Cluster " %egions I34 34 NC% 6 anila gate$ay7 3isayas Cluster K %egions 3I4 3II4 3III 6Ce&u gate$ay7 indanao Cluster K %egions IH4 H4 HI4 HII4 CA%A#A4 A% gate$ay7 6Davao

The list of 0ey Sites under$ent further analysis &y the ET'# in order to rationali)e the regional distri&ution of sites and to ensure that 2uality sites $ere put for$ard5 These ad*ustments $ere presented for final approval to the NESC5

78

The 0ey Ecotourism Sites i7entifie7 in the NES $ill serve as the &asis for ecotourism development in the !hilippines5 Detailed interventions at each site $ill &e included in the Action !lan5

.%, (E+ E

OTO#"!S*

S!TES AND BANNE" S!TES

WINSE%T

A! O( 0EP AND BANNE% SITES

T$enty"seven 6<B7 0ey Ecotourism Sites and therein fourteen 68?7 Banner Sites for the !hilippines $ere selected as sho$n in figure

Figure 4 1 Key Ecotourism Sites in the Philippines

Northern Luzon
Batanes Peablanca Protected Landscape Vigan Cordillera Ri e Terra es Hundred Islands !t. "inatu#o

Laoag

(isa&as $outhern Luzon

Mt. Makiling Ta%a&ta&'Taal (ol ano Mt. Isarog Mt. Mayon Donsol Mt. Bulusan Mt. Guiting-Guiting Apo ee! )l Nido Tu##ataha Ree* "uerto "rin esa +nder, %round Ri-er

C l a r k / S u bic Ma n il a

!t. .anlaon Ta/on $trait Apo Island "lango Island Lake Danao 0ohol #o$oton %a&e

C e bu
!indanao
#iargao %a'iguin Island Dipolog !isa1is 2riental Agusan Mars$ !t. Apo Lake #ebu

a!ao

Legend( 0anner $ites

79

.%. E*E")!N) AND POTENT!AL (E+ E

OTO#"!S*

S!TES

Si-ty"four 6I?7 emerging and potential 0ey Sites $ere selected as sho$n in figure ? K <5

Figure 4 "# Emerging an$ Potential Ecotourism Sites in the Philippines

Northern Luzon
Mt. Pulag ) *abayan Mu''ies #agada %a&es +&a Puson Garden Apayao i&er ,elco'e Park Balbalasang -ational Park ) %$ico i&er La .nion /Bauang and #an 0ernando1 Pagudpud Magat Da' Biak-na-Bato -ational Park #ubic-Bataan ain!orest Mt. Arayat Pantabangan Da' Northern Sierra Madre Palaui Island Governors Rapid Baggao Bluewater Mt. Tapulao Malabing Valley ain!orest ) %a&es /21

(isa&as
%a'otes-Malapascua-Bantayan Islands Marabut Marine Park Anti6ue Sagay Protected Seascape $ andscape Samar Island Bucari %gaman Re&orestation Nogas Island Northwestern Panay Peninsula Si'alom National Par# (dloman !ave Balinsasayao a#e Mt. Talinis #out$7estern %ebu Marine #anctuary %$ain %uartro Islas Protected #eascape8 Landscape /21 Higatangan 4ouris' 9one /21 %abucgayan %aibira #eascape /21 Bulabog Putian /21 :a7ili-%a'po Verde /21 Higantes Islands /21 Pande Asucar #eascape ) Landscape 4aklong-4andog Island /21 -ort$ -egros 0orest eser&e /21 *alibo Mangro&e e!orestation /21

Laoag

C l a r k / S ub ic
$outhern Luzon
-au3an Lake Aurora -ational Park Mt. Iglit-Baco %ala'ianes Islands Mt. Palay-Palay Pamitinan Protected andscape !aramoan 4res eyes Islands /21 Prieto Dia5 /21 Bongsalay /21

Ma n il a

C e bu

!indanao
#a'al Island Mt. "itanglad Turtle Islands a#e anao

a!ao

Legend( .nderline ; +'erging #ites Italics -- Potential #ites

.%1 L!N(!N) (E+ E

OTO#"!S*

S!TES

The idea of linking the 0ey Sites through tour itineraries and packages $as e-plored in detail at the National !lanning 'orkshop5 The aim of this e-ercise $as to look for $ays in $hich regions could enter into *oint marketing or product development initiatives5 This could overcome the fact that visitors do not make travel decisions &ased on regions &ut more on $hat products are on offer4 the cost and the time involved in moving from one place to the ne-t5 These 0ey Site itineraries are listed &elo$5 (eed&ack $ill no$ &e sought &y the %ECs4 especially from the private sector operators and travel agents4 as to the feasi&ility and likely success of these itineraries5 In terms of planning4 further linkages can &e sought via the !hilippines Ecotourism Net$ork4 $hich aims to facilitate e-changes of technical assistance4 familiari)ation trips and *oint promotions5 WINSE%T (O1% A!S O( EAC. O( T.E (O1% C,1STE%S S.O'IN# ITINE%A%IES AND ,IN0A#ES DECIDED AT T.E NATIONA, !,ANNIN# 'O%0S.O!5 W,IST S1 A%P ,IST O( C,1STE%",E3E, TO1%S T.AT E E%#ED O1T O( T.E NATIONA, !,ANNIN# 'O%0S.O!5

81

1 E OTO#"!S* *A"(ET!N) AND DE/ELOP*ENT P"O)"A*S

1%1

OO"D!NAT!N) AND

FO

#SS!N)

)O/E"N*ENT EFFO"TS

#overnment"led efforts to develop and promote ecotourism $ill focus first on the 0ey Sites5 The EO 111 &odies and the DOT+DEN% partnership $ill &ecome advocates for ecotourism in the 0ey Sites4 taking every possi&le opportunity to push the cause of ecotourism4 especially to other government agencies $ith &udgets to spend5 Ideally4 these advocacy efforts $ill &e s6ear8ea7e7 ;it8 political support from the highest possi&le levels4 creating a sense of urgency a&out implementing EO 1115 The urgency $ill &e &ased on the $ide range of government priorities 6such as environmental conservation4 cultural 6reser:ation4 rural employment4 poverty alleviation4 outdoor education4 security issues4 en8ancement of the national image4 diversification of tourism products4 etc7 that can &e addressed &y ecotourism5 In addition to this advocacy program4 DOT and DEN% $ill lead a program of technical assistance to 0ey Ecotourism Sites4 under the guidance of the NEDC and NESC5 The program $ill &e funded &y dedicated allocations $ithin DEN%Ds and DOTDs &udgets5 DOTDs $ork under the program $ill focus on marketing an7 6ro7uct 7e:elo6ment t8e ecotourism sites5 Emphasis $ould &e on promoting the images of the Banner Sites and packaging ecotourism circuits 6$here possi&le74 taking care to match markets and products5 The use of &rand themes for packages $hich focus on adventure 6for instance4 trekking in the Ifugao74 nature 6for e-ample4 the $hale sharks of Donsol7 and culture 6the !fugao %ice Terraces7 $ill &e an effective $ay to market and position ecotourism amongst other mainstream tourism products5 Continuous research and enhancement of products $ill also &e pursued &y the DOT in colla&oration $ith the private sector4 local communities4 DEN% and other stakeholders5 DEN%Ds $ork under the program $ill focus on the careful development of appropriate styles of ecotourism in protected areas5 This may include the phased introduction of a =!eople and !arks> program to raise a$areness of protected areas and their values5 Coordination $ith education authorities and the nationDs school program could result in increased levels of participation in outdoor education and outdoor pursuits training5 The overall aim to e-pose the ne-t generation to the values associated $ith natural and cultural resources5

82

1%2 A T!ON PLAN TO ESTABL!S& AN E P"O)"A*

1%2%1

OTO#"!S*

*A"(ET!N)

T8e Nee7 for an Ecotourism *arDeting Program An Ecotourism arketing !rogram is needed to position the !hilippines as a significant4 vi&rant Asian ecotourism destination in international source markets5 An Action !lan is needed first to assign agency roles and responsi&ilities in terms of short4 medium and long"term priorities5 5 DOT and !C3C are the focal points of international destination marketing in the !hilippines5 It is envisaged that these agencies $ill *ointly lead the implementation of the Ecotourism arketing !rogram5 The =Banner Sites> have &een selected as ecotourism image setters for international source markets5 ,#1s4 regional tourism offices4 N#Os and tour operators at 0ey Ecotourism Sites $ill &e crucial to supplying the travel industry and domestic market $ith flo$s of information a&out ecotourism developments5 The !hilippines Ecotourism Net$ork also has an important role to play in this regard5

1%2%2

T8e Ecotourism *arDeting Program Action Plan DOT and !C3C launch an Ecotourism arketing !rogram to esta&lish the !hilippines as a credi&le ecotourism destination4 using Banner Sites as image setters 6see &elo$75 The !hilippines Ecotourism Net$ork $ould facilitate national flo$s of information &et$een DOT !C3C4 ,#1s4 0ey Ecotourism Sites4 and the tourism industry 6see &elo$75 Along $ith the development of ecotourism products4 the arketing !rogram $ill &e a crucial element in the successful implementation of this strategy5 The key features of such a program $ould involveC

Mar'etin& Goals To increase visitation and more $idely spread tourism &enefits in rural !hilippines &y &uilding on DOTs current national and international marketing strategiesC To esta&lish the !hilippines as an ecotourism destination in target markets4 focusing on the core products and destinations represented in the 0ey Sites5

83

 To &roaden the tourism product in the !hilippines into styles of tourism that supports the market image4 &ringing rural &enefits and enhancing conservation efforts5 Mar'etin& 0"Becti.es The Ecotourism arketing !rogram is an opportunity to e-pand on DOTQs current campaigns4 refresh the !hilippinesD image4 &roaden market appeal4 attract increased private sector investment4 encourage community"&ased operators4 support the efforts of N#Os and &ring tourism revenue to local communities% S6ecifically9 t8e ob@ecti:es are as follo;s5 Encourage a market"led approach to ecotourism development &ased on sound market research and monitoring &y advocating for more relia&le data collection and improved information in ecotourism areas5 (acilitate greater co"ordination and liaison &et$een the tourism industry and organi)ations concerned $ith tourism at village4 regional4 national and international levels5 Encourage !hilippinesD travel agents to sell ecotourism destinations &y keeping them informed of 0ey Site logistics4 attraction improvements and local conditions5 Esta&lish the !hilippines as an Asian ecotourism destination &y $orking $ith the private sector and N#Os to package products $ith focus on the ecotourism 0ey Site circuits5 Structure the marketing thrust on ma*or sets of e-isting target markets from North America4 Aapan4 0orea and Tai$an5 Emphasis $ill &e given to promotion to niche markets4 special interest groups4 village tourism visitors and (ITs4 and in the medium"term to Europe4 Australia and other emerging Asian marDets9 especially China5 The recreational needs of domestic tourists $ill also &e recogni)ed5 Develop overseas destination marketing and promotional programs for ecotourism target markets centered on !hilippines diving4 $alking4 village4 culture4 $ildlife and nature products that reinforce the market image5 Achieve enhanced ecotourism product development &y applying market kno$ledge to$ards upgrading general management and operational standards to the private sector4 N#Os and local communities through the ET'# and Ecotourism Net$ork5 Improve overall levels of visitor servicing through a more comprehensive approach to visitor information4 guide training4 safety and interpretation $ith special emphasis on culture and nature products that support the market image4 co"ordinated &y the ET'# and Ecotourism Net$ork5

84

1%2%,

Ecotourism *arDet Segments Ecotourism destinations in the !hilippines are most likely to succeed $hen $hen there is a mi- of tourism products $hich match market demand5 Seven distinctive market segments $ere identified for $hich ecotourism holds appealC5 Domestic 6(amilies4 students4 clu& mem&ers4 corporate4 pilgrims etc7 Balik&ayans !ackaged #roups 6'estern and Asian7 (ITs 6'estern and Asian7 E-patriates in the !hilippines Divers Other Special Interest #roups 6adventure4 &ird$atchers4 religious pilgrims7

1%2%.

"esearc8 an7 *onitoring Advocate for market"led development &ased on sound research and monitoring $ith DOT and DEN%5 Improve the collection and analysis of accurate and timely arrival information in ecotourism an7 6rotecte7 areas%

1%2%1

oor7ination an7 Liaison Acti:ities DOT4 DEN% and the !hilippines Ecotourism Net$ork advocate for tourism $ith other national4 regional and local government departments4 particularly for support for 0ey Sites5 This $ill help create strong net$orks &et$een and among tourism players in the !hilippines4 particularly &et$een the ,#1s4 N#Os and the private sector5

1%2%$

Destination A;areness Acti:ities

Mar'et 6ma&e The market image of a destination needs to reflect reality and accurately match visitor e-pectations5 arket images must &e supported &y delivera&le tour programs and itineraries5 The !hilippines needs to &e &randed and positioned in source markets $ith a strong and distinct market image that features ecotourism products4 along $ith current &each and nightlife images5 1ni2ue selling points might includeC $hale sharks4 $hales and dolphins4 tarsier4

85

!hilippines eagle4 &at flight4 coral reefs 6&lue coral74 $reck diving4 river running4 local &oats4 volcanoes 6 t5 ayon74 tropical forest trekking4 etc5 1%2%3 Target *arDets Build on current target market priorities in the !hilippines and e-pand the &ase to attract visitors $ith proven interest in ecotourism products5 Primary !ar&ets Short haulC Aapan4 China4 0orea4 Tai$an ,ong haulC North America and Australia+Ne$ Fealand %egional e-patriates Balik&ayans Domestic segments Secon)ary !ar&ets Short haulC Other Asian segments 6 alaysia4 Singapore etc57 ,ong haul Europe 6104 #ermany4 (rance4 Scandinavian countries4 Benelu-7 DOT !C3C can &uild on current travel trade net$orks and direct marketing efforts in the short and long haul primary markets for ma-imum impact and cost effectiveness5 Direct current &usiness and &each segments into ecotourism &y offering modules of ecotourism and activity"&ased adventure as =Business !lus> and =Beach !lus> options5 Seek out and promote to segments of target markets $hose travel motivations match the !hilippines ecotourism and diving products5 1%2%O:erseas *arDeting Acti:ities

Mar'et %e,resentation %eorient DOTDs current market representation arrangements to help position the !hilippines as a destination having 2uality ecotourism products5 6nternational +(olesalers an) !our 0,erators Seek and support international specialist travel $holesalers and tour operators5 This $ill &e the most cost effective and efficient means of marketing and

86

selling ecotourism4 particularly in medium and long haul target markets5 Niche $holesalers such as special interest 6nature4 culture4 $ildlife4 ecotourism4 adventure4 etc57 and dive operators are of particular interest5 !ra)e ?airs an) !ra.el S(o=s (eature ecotourism at relevant travel sho$s for &oth the trade and consumers as a cost"effective means of creating destination a$areness4 especially $hen supported &y the private sector5 Sales Missions< /&ent Seminars an) %oa) S(o=s Com&ine sales missions $ith trade fairs in target markets for ma-imum cost effectiveness5 Travel agent seminars are useful $hen closely co"ordinated $ith selected international $holesalers and !hilippines operators4 and arranged $ell in advance5 1%2%0 Promotional Acti:ities in t8e P8ili66ines

/&ents ?amiliari1ation !ri,s There can &e no &etter promotion than to get key international ecotourism and adventure sales personnel to e-perience a destination first hand5 DOT and the ET'# can actively foster targeting agentsQ familiari)ation trips to ecotourism sites as a cost effective and useful strategy to promote destination a$areness in partnership $ith airlines4 international $holesalers and !hilippines travel operators5 Visitin& Me)ia Pro&ram Actively continue the visiting media program4 especially from pu&lications and films that reinforce the ecotourism market image4 in partnership $ith airlines4 $holesalers and operators5 /).ertisin& Be cautious $ith advertising in all source markets as it can &e very costly and ineffective unless carefully planned4 targeted and monitored5 Consider ecotourism advertising in the travel trade press in medium and long haul targets5 %ates in trade pu&lications are considera&ly lo$er that general interest media4 and trade advertising supports the trade strategies in these markets5

87

Documentary an) ?eature ?ilms Encourage the filming of $ildlife4 diving and adventure documentaries and even feature films in the !hilippines as &eing a cost"effective means of promotion4 especially $hen the market image is reinforced in target markets5 7oo's an) *D %0Ms Actively encourage the pu&lication of &ooks and CD %O s on ecotourism activities in the !hilippines5 %ecogni)e that certain guide&ooks 6such as the ,onely !lanet series7 are very influential in determining patterns of travel4 particularly $ith (ITs5 S,ecial E.ents Annual and one"off sporting events and cultural festivals have &een $ell developed for tourism in the !hilippines5 ulti"sports events4 volcano races4 river running and surfing competitions all reinforce the image5 (acilitate partnerships $ith the private sector so special events can4 $here appropriate4 &e managed4 operated and marketed as commercially via&le &usinesses5 a-imi)e the coverage and e-posure opportunities presented for the !hilippines &y marketing activities linked $ith International Pear of the ountains <GG<4 International Pear of Ecotourism <GG<4 and so on5 1%2%10 Sales Promotional *aterial 7roc(ures an) Printe) Material Destination marketing &rochures need to &e designed to promote the ecotourism destinations5 a-imum impact $ill &e achieved if the $ider tourism industry pro*ects the market image in its promotional material4 tailored to individual products5 A special interest &rochure for the !hilippines could &e a key sales tool5 a-imum &enefits $ill &e achieved if the design of these is fle-i&le enough to &e used &y the travel industry in their o$n *ackets or $ith a &lank space for operators to put their o$n stamps on the &ack5 E-tend the range of destination printed material to include a ne$ series of high 2uality posters and stickers of e-traordinary and collecti&le images that &oth esta&lish the ecotourism market image4 serve as give"a$ay items and provide a source of revenue5

88

Electronic Promotional !ools Ensure the ne$ destination &rochures are on relevant $e& sites and strongly reflect the ecotourism market image5 'e&sites need to &e regularly updated5 ,ink the !hilippines $e& sites $ith international and local agents for additional e-posure5 %efer email in2uiries promptly to relevant operations as delays reflect against the destination5 Promotional Vi)eos an) /u)io Visuals 3ideos are valua&le promotional tools not only for operators &ut also for motivators and media and need to reflect ecotourism activities5 They can &e $idely used for trade fairs4 sales missions and seminars5 P(oto&ra,(ic %esources #ive priority to &uilding up a photographic resource li&rary of the highest 2uality visuals reflecting the ecotourism market image5 (resh photographic images are essential to support the ne$ly designed promotional material4 $e& site4 audio visual presentations4 and for the use of operators and $holesalers5 Pu"lic %elations an) Press %eleases Distri&ute regular press releases4 ne$sletters and announcements4 especially to the trade and media5 This is an e-cellent and cost effective means of generating a$areness of ecotourism in the !hilippines and keeping the destination in the pu&lic eye5 The private sector must continually keep the Ecotourism Net$ork informed of ne$ developments and ne$s items5 %egularly update a mailing list data&ase of all specialist trade and media contacts that have demonstrated an interest in ecotourism in the !hilippines5

1%, A T!ON PLAN TO ESTABL!S& AN E A"EAS P"O)"A*

OTO#"!S* !N

P"OTE

TED

W In the (inal Strategy 4 an action plan $ill &e inserted here specific4 DEN%" led product development activities associated $ith fostering appropriate style and levels of ecotourism in protected areas5 The Acton !lan $ill include a timeta&le for short4 medium4 long term priorities

89

$ STANDA"DS AND A

"ED!TAT!ON

$%1 !*PE"AT!/ES FO" !ND#ST"+ STANDA"DS

#lo&ally4 standards for ecotourism activities are &eing developed in order to stay true to the concept of ecotourism4 provide 2uality e-periences4 and uphold the safety of clients5 Accidents and su&se2uent litigation have led over the last decade to the development of standards for activities that $ere traditionally not regulated5 E-amples include rafting4 caving4 mountain guiding and trekking in the !hilippines55 The $orld"$ide proliferation of products marketed as ecotourism and su&se2uent perception &y many in the industry that its original intention is often misunderstood4 is another reason $hy some governments and their associated tourism industries have em&arked on accreditation programs5 Ecotourism standards take a variety of forms around the $orld5 They include programs that are specifically defined as an ecotourism standard 6e5g the Nature and Ecotourism Accreditation !rogram in Australia7 to standards for nature and adventure activities that are conducted in natural areas and associated $ith ecotourism 6e5g5 the !ADI system for diving75 Nature and adventure tourism operators4 outdoor clu&s and individuals have in general reali)ed the &enefits of having industry standards5 Safety standards have &ecome a focus for travel $holesalers $ho $ill not purchase tours $ithout evidence or reputation of safe operating standards5 any tourism operators have successfully integrated safety measures into the marketing of their products to convince &oth $holesalers4 in&ound tour operators and customers of a $ell managed activity5 'ith the increasing refinement of ecotourism products and services4 the notion of N&est practiceD has &een gradually introduced in the Asia !acific region over the last five years5 Best practice generally takes the form of guidelines4 often prepared &y advocacy groups in partnership $ith a government or donor agency and tourism industry &odies 6e5g5 a nature tour guide association or a net$ork of villages involved $ith homestays75 'ith increasing speciali)ation in ecotourism4 the !hilippines National Ecotourism !lanning 'orkshop discussed and endorsed the idea that a special Necotourism guideD category &e considered &y the tourism industry5 %ecogni)ing local and activity"skilled guides in this $ay is considered necessary in developing a professional dimension in the ecotourism industry5

$%2 A

"ED!TAT!ON !N

OTO#"!S*

Accreditation is the system &y $hich ecotourism industry standards are applied5 Application of standards can serve a variety of purposesC to maintain and improve serviceJ as a means of clearly defining $hat is and $hat is not ecotourismJ for marketing and promotionJ and as a criterion for funding assistance5 The concept of accreditation in the !hilippines is already $ell esta&lished $ithin the DOT5 ,essons learned from sectors applying accreditation4 6e5g5 accommodation4 caving4 rafting and mountain guides7 could &e applied to the development of an ecotourism accreditation system5 An overarching concern is that such a system should &e applied positively4 as a $ay of strengthening the industry5 In relation to the proposed Ecotourism Development (und4 an accreditation system could effectively &e used as a screening tool or 2ualifier5 It is conceiva&le that %ECs could &ecome an agent of accreditation so standards are applied and monitored at regional and local levels5 Technical assistance or other incentives could &e used as a means to help ecotourism ventures &ecome accredited5 In practical terms4 this $ould re2uire a cadre of accredited ecotourism assessors $ho $ould test and certify individual ecotourism operators5 E-amples of this process already e-ist $ith the !hilippine Cave #uides Association $ho are DOT accredited assessors and trainers of cave guides5

$%, BENEF!TS OF A 2O!NT APP"OA

&

As learned in countries such as Australia and Ne$ Fealand4 standards and accreditation $ork &est in a partnership approach &et$een the travel industry private sector and government5 In the !hilippines conte-t as $ell4 standards for ecotourism guides4 specific activities such as rafting4 sea kayaking4 $hale $atching and village host programs need to &e prepared $ith technical e-pertise from $ithin the industry5 Systems need to &e put in place for the accreditation of those already in &usiness and those a&out to enter the industry5 The !hilippines is already sho$ing good progress in this area4 often going to the e-tent of using international technical assistance for the development of caving4 rafting and mountain trekking standards5 This is &eing achieved in partnership &et$een DOT and the caving4 rafting and mountain trekking industry associations5 Implementing an effective accreditation system $ill also re2uire cooperation &et$een key stakeholders4 involving the industry and either DOT or DEN%4 and possi&ly e-ternal professional e-pertise5 1ltimate responsi&ility for day to day application of standards must lie $ith the ecotourism operators themselves5 The process for operators to meet standards $ould occur at different levels5 The NESC and ET'# currently have mandates for

91

preparation of a national policy on accreditation for ecotourism5 The %ECs4 in association $ith ,#1s4 could then assist operators to meet standards 6possi&ly via small grants4 the Ecotourism Development (und4 or &y o&taining technical e-pertise7 and monitor the application of these5

$%. A

T!ON AND A

PLAN FO" ESTABL!S&!N) A P"O)"A* ON STANDA"DS

"ED!TAT!ON

The follo$ing steps are put for$ard for considerationC S(ort#term ,riorities 42 2C2 45

Clarification of roles and responsi&ilities for an ecotourism accreditation system directed &y the NESC and ET'# in association $ith the %ECs and ,#1s Identification &y the ET'#4 in association $ith the NESC4 %ECs and ,#1s4 of an ecotourism accreditation frame$ork $hich $ould outline the $orkings of such a system 'ithin the ecotourism accreditation frame$ork4 the ET'# $ould identify e-isting standards and any ne$ standards that re2uire preparation !ilot use of the accreditation system &y the %ECs and NESC for funding assistance to e=isting or accre7ite7 ecotourism operators $orking in 0ey Ecotourism SitesJ !ilot technical assistance pro*ects facilitated through the %ECs to help ecotourism operators to gain accreditation5 Me)ium#term ,riorities 42 2C2 75

!reparation of further standards &y industry4 %ECDs and ET'#J %evie$ of the accreditation frame$ork and pilot pro*ects 6may re2uire e-ternal revie$75 2on&#term ,riorities 42 2C2 1 5

0ey stakeholders $orking in partnership so that all ecotourism operations are accredited &y <G8G5

92

3 E OTO#"!S* DE/ELOP*ENT F#ND

3%1 OB2E

T!/ES OF T&E

F#ND

Implementation of the National Ecotourism Strategy could &e greatly assisted &y the esta&lishment of an Ecotourism Development (und5 'hile the detail of the (und concept has yet to &e finali)ed4 the essential idea $as endorsed at the National Ecotourism !lanning 'orkshop5 It is envisaged that the !hilippine government might seed the (und and then it $ould &ecome the focus of support for ecotourism from donor agencies5 In essence4 the (und $ould provide contesta&le matching grants for private sector and+or community"&ased pro*ects meeting the definition of ;ecotourism;5 The o&*ectives of the (und might &e toC to Nkick"startD ecotourism development throughout the !hilippines &y fostering models of success

to assist $ith training and marketing ecotourism throughout the !hilippines to facilitate tec8nical assistance to t8e ecotourism sites5 The activities that $ould &e eligi&le for consideration &y the (und includeC Technical assistance in product development Training for ecotourism 6private sector4 community &ased4 N#O4 local or national government7 Ecotourism marketing Small"scale infrastructure

3%2 AD*!N!ST"AT!/E A""AN)E*ENTS

Administration of the (und $ould need to &e fair4 transparent and directed to$ards urgently getting Nsuccess storiesD esta&lished5 Clear procedures $ith a mechanism that allo$s regional and national level decision"making $ill &e essential5 In practical terms4 this means an Ecotourism Development (und $ith the follo$ing characteristicsC Contesta&le K meaning it is open to any applications that meet the funding criteria :G+:G atched (unding " an applicant $ould first have to find :G percent of the funds re2uired for the pro*ect5 Then4 if successful in their

93

application4 the (und $ould match the remaining :G percent funding as a grant4 &ased on receipts5 %egular K there could &e up to three funding NroundsD per year Empo$ering %ECs K meaning $hile the (und $ould &e overseen &y the NESC or some other nominated national &ody4 applications $ould first &e vetted and recommended &y the %ECs5 Targeted K the (und is intended for use in ecotourism pro*ect $ith the potential to &e models that can &e emulated5

3%, A

T!ON

PLAN FO" ESTABL!S&!N) T&E F#ND

Short"term 6<GG< K <GG?7 NESC and %ECDs prepare the procedures4 criteria and timing of the (und !hilippine #overnment endorsement and indications of support from relevant donor agencies NESC and %ECs 6or other &odies as deemed appropriate7 pilot use of the (und in priority sites 6pro&a&ly 0ey Sites75 edium"term 6<GG< K <GGB7 NESC and %ECs revie$ the efficacy of the (und Continue use of the fund or make ad*ustments as re2uired5 ,ong"term 6<GG< K <G8G7 E-pansion of the (und into lo$er priority areas %evie$ future use of the (und5

94

- P&!L!PP!NES E OTO#"!S* NET4O"(

-%1 NET4O"( OB2E

T!/ES

The !hilippines Ecotourism Net$ork idea is &ased on the notion that additional strength can &e derived &y linking people involved $ith ecotourism in the !hilippines5 The National Ecotourism !lanning 'orkshop unanimously endorsed the idea5 Conceived as a mechanism for sharing e-periences and thus enhancing professionalism4 the ;net$ork; might &e simply an e-panding mailing list of concerned individuals4 private operators4 ecotourism development pro*ects4 N#Os4 ,#1s4 national government agencies4 $ith interests in ecotourism5 Communications $ithin the net$ork could &e initially &y e"mail and ne$sletters and then &y other means such as $e&sites5 The Net$ork is seen as eventually &eing the =&eating heart> of ecotourism in the !hilippines5 As such it could &ecome an important conduit for the flo$ of information for product development and for international and domestic marketing5 5

-%2 T&E "OLE OF ET4)

The current ET'# is a government appointed technical $orking group $ith representatives fromC Department of Tourism Department of Environment and Natural %esource+!rotected Areas and 'ildlife Bureau Department of Interior and ,ocal #overnment National Economic Development Authority One of the primary roles of the ET'# is to provide technical and administrative support to the NESC and NEDC5 As prescri&ed in EO 1114 the ET'# is &ased for the first three years at DOT4 after $hich it $ill transfer to DEN% for a further three"year period5 At present4 the ET'# operates largely as a committee of officials5 In future4 the ET'# is envisaged as the center of the !hilippines Ecotourism Net$ork5 It has already performed this role in coordinating the %egional Stakeholder 'orkshops4 running the National Ecotourism !lanning 'orkshop and preparing the first Ecotourism Net$ork Ne$sletter5 Supported &y the NFODA ecotourism pro*ect4 the ET'#Ds short"term priorities are to complete

95

the National Ecotourism Strategy4 including the identification of 0ey Ecotourism Sites4 and assist $ith esta&lishing the systems and pilot pro*ects &y $hich the National Ecotourism Strategy can &e implemented5 The ET'#Ds a&ility to perform these functions has &een strengthened &y the appointment of a full"time !ro*ect Coordinator $ith one full"time and one part"time assistant5 These positions and the ET'# office are funded *ointly &y DOT4 DEN% and the NFODA pro*ect5 Successful implementation of the Strategy $ill re2uire the ET'# to &ecome cohesive4 out$ard"reaching and a highly competent organi)ation5 aking ecotourism $ork is a relatively ne$ challenge for most mem&ers of the ET'#5 There is a need to strengthen the technical and managerial a&ilities of the ET'#5 This could &e carried out in a num&er of $aysC !lacing ET'# mem&ers alongside national consultants and e-perienced ecotourism operators in the process of delivering technical assistance to local pro*ects .aving ET'# mem&ers involved $ith $ork or study e-changes $ithin and+or outside the !hilippines Secondment of N#O or other personnel $ith ecotourism e-pertise to $ork alongside the ET'# in its day"to"day duties5 Depending on the success of these measures4 the ET'# could ultimately &ecome a stand"alone organi)ation4 $ell supported &y partners and donors4 at the center of a national $ide net$ork of ecotourism initiatives5 In the meantime4 at the very least the ET'# needs to &ecome a dedicated $orking group5 'hile the $hole EO 111 approach4 including the ET'#4 is uni2ue to !hilippines 6and e-tremely appropriate for the needs of the !hilippines74 successful models for ecotourism organi)ations do e-ist else$here5 In Nepal4 the Sustaina&le Tourism Net$ork has mem&ers $ho are ecotourism stakeholders from government4 N#Os and the private sector and it $orks primarily as a vehicle for sharing information and e-perience5 The Australian Ecotourism Association has fostered ecotourism in Australia5 In Ne$ Fealand4 the Adventure Tourism Council has assisted the development of industry standards4 increased &usiness skills and shared information amongst its industry mem&ers5 Donor agencies such as 1ND!4 the E14 1SAID and NFODA have proven interests in $orking $ith such groups 6&oth governmental and non"governmental7 especially $hen there is a clear focus on producing results at the grass roots level5 Support from these donors for the ET'# is conceiva&le in the short to medium term5

-%, A

&ANNEL FO"

TE

&N! AL

S#PPO"T

If the ET'#Ds role &ecomes the center of a $e&4 communicating easily and regularly $ith grass"roots operations4 it could &ecome a useful channel for

96

delivering technical assistance to ecotourism pro*ects5 Ideally4 a cadre of e-perienced national consultants $ill &e accumulated around the ET'#4 capa&le of delivering technical assistance $here it is re2uired on &ehalf of the ET'#5 This type of e-ternal technical assistance $ill help get ne$ ecotourism &usinesses up and running and it $ill ultimately increase the capa&ility of the !hilippines ecotourism industry to assist itself5 Donor funding $ill &e re2uired for this activity5 E-isting and potential consultants $ill need e-posure to ecotourism pro*ects in order to learn the lessons of e-perience5 Consultants need not &e seen as Ne-perts $ith all the ans$ersD &ut rather as people $ho have the e-perience of a variety of pro*ects and $ho can facilitate and empo$er ne$ entrants to achieve their goals5

-%. A T!ON PLAN FO" ESTABL!S&!N) T&E P&!L!PP!NES E NET4O"(

S(ort#term Priorities 42 2C2 45

OTO#"!S*

The ET'# continues as the center of an informal net$ork of ecotourism operators and pro*ects4 sharing information and preparing a regular 2uarterly ne$sletter The function and performance of the ET'# is revie$ed in <GGE " <GG? In <GG?4 an Issues and Options paper is prepared &y the NESC 6&ased on the %evie$74 outlining the future purpose and structure of the ET'# or !hilippines Ecotourism Net$ork em&ers of the ET'# receive further training in and e-posure to the practical implementation of ecotourism pro*ects5 2C2 75

Me)ium#term Priorities 42

In <GG?4 an Issues and Options paper is prepared &y the NESC 6&ased on the %evie$74 outlining the future purpose and structure of the ET'# or !hilippines Ecotourism Net$ork Consolidate the ET'#Ds !hilippine Ecotourism Net$ork 2on&#term Priorities 42 2C2 1 5

Esta&lish a clear legislative mandate for the ET'#5

97

0 STA(E&OLDE" O**!T*ENTS
In the (inal Strategy4 this chapter $ill 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 operationali)e the NES5 These action plans $ill &e negotiated $ith the stakeholder groups during the remainder of the NES planning process5 The Stakeholder groupings $ill &eC EO 111 Agencies DOT DEN% Other Central #overnment Agencies ,#1s !rivate Sector Interests N#Os Donor Agencies

98

APPEND! ES

APPEND!' 15 E OTO#"!S* "ESO#" *ANA)E*ENT !SS#ES

ES AND

"ESO#"

Outputs of the %egional Ecotourism Stakeholders Consultation 'orkshops

APPEND!' 25 (E+ S!TES AND (E+ S!TE DE/ELOP*ENT !SS#ES

Outputs of the National Ecotourism !lanning 'orkshop

APPEND!' ,5 (E+ S!TE A

T!ON

PLANS

99