Professional Documents
Culture Documents
Table of Contents
MESSAGE FROM THE CHAIR OF THE REGIONAL DEVELOPMENT COUNCIL III AND GOVERNOR OF BULACAN ............ iii
Background/Rationale ......................................................................................................................... 1
II.
Planning Area....................................................................................................................................... 2
III.
IV.
The Region in the Context of the National Tourism Development Plan (NTDP) .................................. 8
V.
Action Plan......................................................................................................................................... 10
A. Core Strategy .............................................................................................................................. 11
B. Developing and Marketing Competitive Tourist Destination and Products ................................ 17
C. Improving Tourism Institutional, Governance and Human Resource Capacities ........................ 23
D. Improving Market Access and Connectivity ................................................................................ 26
VI.
VII.
P a g e | ii
List of Tables
Table 1. Top Ten Country Destinations, 2011 ............................................................................................... 4
Table 2. Strategic Cluster Destination Profile ................................................................................................ 9
Table 3. TRIPs with Approved Allocation .................................................................................................... 28
Table 4. TRIPs Proposed for FY 2014 .......................................................................................................... 29
Table 5. Central Luzon Tourism Action Plan Matrix ..................................................................................... 31
List of Figures
Figure 1. Regional Economy .......................................................................................................................... 2
Figure 2. W-Growth Corridor Strategy .......................................................................................................... 3
Figure 3. International Tourist Arrivals .......................................................................................................... 3
Figure 5. International Tourist Arrival by Region ........................................................................................... 4
Figure 4. International Tourist Arrival by Economy ....................................................................................... 4
Figure 6. Visitor Arrival to the Philippines ..................................................................................................... 5
Figure 7. Region III Visitor Arrival .................................................................................................................. 5
Figure 8. Domestic Visitor Arrival, by province/Tourism Area, 2011 ............................................................. 6
Figure 9. Foreign Visitor Arrival, by province/Tourism Area, 2011 ................................................................ 6
Figure 10. Central Luzon Tourism Development Framework ...................................................................... 11
Figure 11. Tourism Development Areas/Service Centers ............................................................................ 12
Figure 12. Central Luzon Tourism Clusters .................................................................................................. 18
Figure 13. Tourism Road Infrastructure 2012/2013 Approved/Proposed TRIP ........................................... 27
P a g e | iii
The Regional Development Council (RDC) takes pride of the completion of the
Central Luzon Tourism Action Plan (CLTAP) 2011-2016. The Council is grateful to
the Special Committee on Tourism headed by Mayor Edgardo D. Pamintuan and
to all the individuals who have taken time and effort to participate in the crafting
of the plan.
But more than being pleased in having a document as another RDC
accomplishment, I am gratified by the thought of a plan that will guide and
coordinate tourism development efforts in the region. I see this as crucial given
the wide array of players involved in tourism promotion whose actions and
activities need to be coordinated so that tourism may bear the full fruits of its
benefits and share more to economic growth as synergy from said efforts is
achieved. As Central Luzon holds so much potential in tourism, it will no doubt
stand to benefit from a planned and integrated approach to tourism
development. Harnessing of such potential will definitely go a long way in
contributing to the economic growth of the region, at the same time, in
preserving the regions natural, historical, and cultural wonders.
As the current chairman of the RDC, I enjoin all stakeholders to be guided by the
Tourism Action Plan, to put their acts together and actively participate in
fostering tourism growth and development as a strategy towards achieving rapid,
sustained and inclusive growth, which is one of the goals espoused in the Central
Luzon Development Plan 2011-2016.
WILHELMINO C. SY-ALVARADO
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OSCAR S. RODRIGUEZ
Page |v
As chairman of the RDC Special Committee on Tourism, it is with honor and pride
that I present to the regions stakeholders the Central Luzon Tourism Action Plan.
I am grateful to the RDC for taking the initiative and providing the cue for the
plans preparation, opportune as it is because of the growing tourist arrival in the
region, and the increasing number of tourists in the global market. The region is
fortunate that it has in its midst the Clark International Airport which has allowed
easier access to the region to both local and foreign travellers. The region though
should not be content in just having a gateway, but must work on developing
more reasons for tourists to want to stay and spend more time here, to maximize
the benefits that the region could gain from tourism in the form of revenues and
jobs.
The CLTAPs value is in providing a framework of action for developing and
promoting tourism in the region. It suggests of the concerns that the region
should be directing its attention that would help it raise the level and quality of
tourism in the region. As such actions require commonly and essentially the
collective efforts of all concerned stakeholders, I call on the participation of all
interest and responsible groups to work together and give their share in ensuring
that we achieve our vision of being a favored tourism destination.
I would like to thank Director Ronaldo P. Tiotuico of the DOT and all the other
members of the Technical Working Group for the commitment they have shown
in preparing and completing the CLTAP.
EDGARDO D. PAMINTUAN
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RONALDO P. TIOTUICO
P a g e | vii
The Secretariat is thankful to all who have extended their help and made possible
the completion of the Central Luzon Tourism Action Plan.
The idea for the plan was hatched in 2011 through the inspiration of former RDC
Chairman, Congressman Oscar Rodriguez. The intent is to have a blueprint that
would guide the region to better seize the opportunities from a growing tourism
market and the improvement in access to the region brought about by the
modernization of the regions international gateway and seaports. As more
tourists are bound to enter our gateway, it only behooves the region to prepare
itself in responding to the demands of the tourism market. This could be done,
however, with a well laid-out plan and a tourism industry collaborating and
acting in sync.
The plan, which is anchored on the National Tourism Development Plan (NTDP)
and the Central Luzon Tourism Master Plan 1998, was framed as a guide for
action to planners, decision-makers, support institutions, and investors in the
tourism industry. We hope that the plan would truly serve its purpose and help
the region develop into a must-see destination comparable to the leading
destinations of the country.
SEVERINO C. SANTOS
P a g e | viii
ACKNOWLEDGMENT
The Central Luzon Tourism Action Plan 2011-2016 owes its completion to the Special Committee on
Tourism Technical Working Group led by DOT Regional Director Ronaldo P. Tiotuico and with members
composed of:
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Name
Ronaldo P. Tiotuico
Michael Palispis
Cesar Cuayson
Sonny Crisitobal
Limuel Jan Lobederio
Carolina Uy
Grace Irabagon
Arwin Paul Lingat
Ma. Asuncion Fronda
Elmer Bulaon
Maria Domitela D. Mora
Benito Bon
Christine Nunag
Rico Suarez
Lorela Montoya
Erlinda Lim
Noemi Garcia
Josephine Poyaoan
Linda Pamintuan
Rommel De Jesus
Frankie Villanueva
Mitch Otsuro
Jem Camba
Nida Roio
Gilda Padua
Agency/LGU
Department of Tourism Region III
Aurora
Bataan
Bulacan
Bulacan
Nueva Ecija
Nueva Ecija
Pampanga
Tarlac
Tarlac
Zambales
Zambales
Angeles city
Angeles city
Olongapo City
Olongapo City
Clark Development Corporation
Clark Development Corporation
Subic-Clark Alliance Development Corporation
Subic-Clark Alliance Development Corporation
Metro Angeles Chamber of Commerce and Industries
Metro Angeles Chamber of Commerce and Industries
Subic Bay Metropolitan Authority
Subic Bay Metropolitan Authority
Alliance of Travel and Tour Agencies of Pampanga
Special thanks to the Policy Formulation and Planning Division of NEDA III for packaging the plan and to
Ms. Rowena Victoria P. David for doing the cover and layout. Pictures used on this action plan were taken
from the web and from DOT Region 3.
Appreciation is above all extended to Angeles City Mayor Edgardo D. Pamintuan for pushing for the
completion of the plan and in advocating for the plans adoption.
P a g e | ix
ACRONYMS
ATOCEL
BPLS
CDC
CLTAP
DepED
- Department of Education
DILG
DMIA
DOT
- Department of Tourism
DPWH
DSWD
DTI
LGU
MICE
NLEX
NTDP
PNP
PPA
PPP
- Public-Private Partnership
RDC
RGA
RTAP
SBMA
SCAD
SCT
SCTEX
- Subic-Clark-Tarlac Expressway
TDA
TESDA
TEZ
VIC
Page |x
FOREWORD
In 2011 the worlds tourists recorded 980
million, a 4.4 percent increase from the previous
years level of 930 million. If the projection for
2012 is proven correct, that is a 3-4 percent
increase, the number of tourists for the year
would already be surpassing the one billion mark
by year-end. And if the trend continues its way
up, the UNWTO projects that by 2030 the
volume of tourists would be 1.8 billion.
Not only is the number of international tourists
growing but the Asia-Pacific region is taking a
growing slice of the global travel market, with
share in 2011 of 22 percent. This share is second
to Europe with a 51 percent share of the global
market, while the Americas slid to third with a
16 percent share. Apparently the growth in
volume of tourists in Asia-Pacific has been more
robust with the region securing a 5.6 percent
growth in 2011 compared to 6.0 percent for
Europe and 4.2 percent for the Americas.
Given the above scenario, the opportunity for
the Philippines is high to capture more of the
ballooning number of tourists particularly in the
Asia-Pacific, with its own unique set of
P a g e | xi
EXECUTIVE SUMMARY
Despite uncertainties in the global market, travel
and tourism kept its growth, even breaching the
one billion mark in 2012. The number of
international tourists grew by 4 percent,
expanding to 1.035 billion from 996 million in
2011. This growth helped cushion the impact of
economic crisis in countries worldwide including
the Philippines, with the tourism industry
providing the revenues and creating the jobs
that helped sustain the economy and kept it
afloat.
The countrys foreign tourists are increasingly
finding its way to Central Luzon because of more
air traffic at the Clark International Airport (CIA).
From about 39 flights per week in 2005, the
current flight count has climbed to 224
international flights and 72 domestic flights per
week. This apparently increased access to
Central Luzon, which coupled with improved
road access, had visitor arrival surging up from
only 396,569 (147,808 foreign tourists) in 2005
to 2.06 million (354,560 foreign tourists) in
2012.
Nevertheless, said number remains a paltry
share of the countrys tourists, although the
sense is that the region is rich in potential which
when tapped and harnessed could further the
regions tourism industrys growth. Hence, to
take on the opportunity of creating a more
vibrant tourism industry, the RDC initiated the
P a g e | xii
Primarily, the main strategy is to develop a core
area in each province as main attraction or
service center, while developing Subic and Clark
as the nuclei or hub for tourism in the region,
with these areas providing the gateways. The
core areas shall be called the tourism centers of
the region. While the strategy does not preclude
the development of other areas or attractions in
the provinces, priority attention shall be given to
developing the tourism centers as the regions
major tourism showcase. The idea is to have in
each province a convergence point where
P a g e | xiii
Tourism development of the provinces or tourism development areas (TDA) would also be pursued
around the following themes:
Province/TDA
Aurora
Core Theme
Surfing and Country Get Away
Bataan
Bulacan
Nueva Ecija
Pampanga
Subic-Clark
Tarlac
Zambales
To realize the above strategies and respond to meeting the thrusts and goals of the NTDP, the Region
shall endeavor to carry out the following measures:
Responsible/ Participating
Entity(ies)
Time Frame
Short
Medium
Long
PRODUCT DEVELOPMENT
Organize Clusters of TDAs
DOT, ATOCEL
Rehabilitate/redevelop TDAs
Conduct diagnostic assessment of sites
Formulate local tourism area/site development
plans/business plan
Implement site improvement
Developing unique features, such as architecture,
customs and traditions
Enhancing the aesthetic character or
environment/ beautification
Open space/ amusement or green park
development
Development of walk paths, local art or craft
shops
Providing areas or venues for sports or outdoor
recreation
Develop new market-competitive destinations and
products
SBMA, DOT
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Responsible/ Participating
Entity(ies)
Time Frame
Short
Private Sector
TIEZA, LGUs
LGUs, NHI
Long
DOT, private
sector/associations of
hotels, resorts and
restaurants, LGUs
DTI, DOT, private sector
*
*
Medium
DOT
DOT, academe, market
research institutions
Responsible/ Participating
Entity(ies)
Time Frame
Short
DOT, LGUs
DTI, LGUs
Medium
Long
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Responsible/ Participating
Entity(ies)
Time Frame
Short
*
LGUs, DOT
DOT
DOT, TIEZA
LGUs
DOTC, LGUs
Long
LGUs, DSWD
Medium
* - continuing activity
P a g e | xvi
Page |1
I.
Background/Rationale
Page |2
Essentially, with the RTAP providing the roadmap, the region aims to attract a bigger share of the growing
number of tourists. As more tourists mean more business, more work and more income for the people of
Central Luzon, the regional tourism action plan, as formulated, shall guide actions towards enhancing
tourism development and its accompanying benefits.
II.
a.
Planning Area
Regional Economy
b.
Growth Strategy
Page |3
The strategy is based on the resource
endowments, potentials and opportunities
present in the various areas of the region. The
tourism belt covering Bataan and Zambales
provinces has a long coastline with fine beaches.
The central section has been identified as the
industrial corridor because of the presence of
industrial estates or economic zones as well as
the concentration of industrial establishments
here. On the other hand, the green belt covering
portions of Bulacan and Tarlac, Nueva Ecija and
Aurora provinces has been described as such
because of the primarily agricultural nature of
this section of the regions economic activities.
Nonetheless, the regional strategy also
recognizes that each province may have
something unique to offer especially in tourism
and, therefore, encourages the promotion and
development of such tourism potential region
wide. This is to help achieve the regions vision of
III.
Current Situation
Figure 3. International Tourist Arrivals
A.
Global Trend
Source: UNTWO
Page |4
The advanced economies led by France, remain
to capture the bigger slice of the international
tourists (53.1 percent), albeit the emerging
economies performed relatively better at 4.1
percent (as opposed to 3.6 percent for the
advanced economies) according to the UNWTO
(Figure 4).
Source: UNTWO
Page |5
B. Local Performance
In the Philippines, the trend has in general also
been positive, with growth averaging 9 percent
in the last ten years. Although its share of the
Asia-Pacific traffic remains comparatively
minuscule, it is increasingly getting attention
and recognized as one of the worlds best
destinations by travel and tourism organizations.
Thus, the outlook as earlier mentioned is
promising with the DOT projecting volume of
tourists to exceed the 5-million mark in 2013.
The top ten sources of tourists for the country in
2012 as shown in Figure 6 are: Korea (24.13
percent), USA (15.27 percent), Japan (9.65
percent), China (5.87 percent), Taiwan (5.07
percent), Australia (4.47 percent), Singapore
(3.47 percent), Canada (2.90 percent) and
Malaysia (2.68 percent).
Page |6
Figure 8. Domestic Visitor Arrival
by province/Tourism Area, 2011
Page |7
visitors is growing, these largely converge in the
provinces of Zambales and Pampanga, or in
particular the Subic-Clark area. As tourists go
where they naturally could gain tourism
experience, the influx of tourists in the SCAD
Corridor only suggests that this destination has
more to offer than the other areas/provinces.
Still the general observation is that the region
has little to offer in terms of experience, with
the attractions, although numerous, not
connected or organized into interesting
packages. A big factor to this is the fragmented
nature of tourism planning and development,
with the latter being a responsibility of local
governments. This being the case, there is little
of joint or collaborative action that is done to
make tourism promotion and development
more efficient and produce more impact.
The responsibility of the LGUs in the
formulation, implementation and monitoring of
their own local tourism development plans is
reflected in the National Tourism Act of 2009
under Rule VIII (Shared Responsibilities of
National and Local Governments) where it states
that LGUs shall prepare, adopt, implement and
Access
Travel between points outside of the Subic-Clark
Corridor is hampered by traffic; inefficient,
inadequate and uncoordinated transport
system; and the lack of directional signage and
visitor information centers from which tourists
could get assistance or information. Within
Subic and Clark, tourists are faced by the lack of
regular public transport system and high
transport fares. Regular public transport is
unavailable in strategic areas such as the airport
terminal where passengers are bound to seek
Page |8
In summary, lifting the status of the region in the tourism market necessarily requires more than
putting in the necessary resources to build the attractions, but also establishing and piecing
together the institutions and systems essential for the efficient development, promotion and
management of tourism.
IV.
Page |9
Location &
Composition
The Cluster comprises seven Tourism Development Areas, namely: NP-6A Subic-ClarkTarlac Corridor, NP-6B Nueva Ecija, NP-6C Pampanga, NP-6D Bulacan, NP-6E Zambales,
NP-6F Bataan Coast and Hinterland, and NP-6G Aurora.
Main Tourism
Resources /
Assets
Coastal beaches and coves, protected forested mountain landscapes and ecotourism
resources, rich cultural heritagehistoric sites and buildings, customs, tradition, cuisine
and festivals of its peoples, and its leisure, entertainment, sport and meetings facilities.
Access
Direct international air services to Clark and Subic and by road (mostly expressway)
from Metro Manila, as well as from Northern Luzon.
Tourist
Accommodation
Facilities
2,089 hotel rooms in DOT-accredited facilities located mainly in urban centers operating
at +65% room occupancy. Many smaller scale hotels, resorts, inns, and guesthouses are
not accredited.
Tourism Metrics
Development Potential
Internal Strengths
Internal Weaknesses
External Opportunities
External Threats
Key Products:
Strategic Products/Markets:
Opportunity/Niche:
P a g e | 10
Key Development Deficiencies and Needs
Access &
Connectivity
Improving last mile access road access and at-site visitor infrastructure and
operations and maintenance to key natural and cultural heritage tourist sites coastal,
island and mountain landscapes and protected areas
Tourist
Accommodation
Needs
Baseline (2010)
Foreign: 145,767
Domestic: 446,338
Foreign: 195,342
Domestic: 598,136
Total: 592,105
Total: 793,478
Total: 1,225,973
V. Action Plan
Figure 10 illustrates the framework and the
general direction of action towards achieving
tourism development in the region. It shows
how the Central Luzon Tourism Action Plan
(CLTAP) will take off from the development
approach and strategies identified in the NTDP,
and contribute to achieving the national tourism
goals and vision.
P a g e | 11
A. Core Strategy
Development of Tourism Centers and Themes
Said activities shall build on the main strategy,
which is to develop a core area in each province
as main attraction or service center, while
developing Subic and Clark as the nuclei or hub
for tourism in the region, with these areas
providing the gateways. The core areas shall be
called the tourism centers of the region. While
the strategy does not preclude the development
of other areas or attractions in the provinces,
priority attention shall be given to developing
the tourism centers as the regions major
tourism showcase. The idea is to have in each
province a convergence point where visitors
would have the amenities, facilities and
attractions of interests to tourists all in one
place. Each tourism center would promote a
different theme or carry a unique feature that
P a g e | 12
For the themes, the provinces have chosen to develop their tourism centers around the following
concept:
Province/TDA
Aurora
Bataan
Bulacan
Nueva Ecija
Pampanga
Subic-Clark
Tarlac
Zambales
Core Theme
Surfing and Country Get Away
Historic Place of Valor
Arts, Cultural and Historical Center
Agri-Tourism and Nature Adventure Destination
Culinary Hotspot
Leisure, Sports, MICE Hub
Pilgrimage and Ecotourism Site
Beach and Mountain Hideaway
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As earlier mentioned, development of tourism
centers will be pursued taking into consideration
the core potential of the provinces. The target is
to develop the areas or tourism centers into
hubs of attractions in the respective provinces,
by creating a physically appealing and secure
environment and by making available the
amenities, facilities, services and infrastructure
needed.
P a g e | 18
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2. Rehabilitation/redevelopment of TDAs
2.1.
Formulate local and site tourism
development and management plans for
enhancing the regions tourist attractions.
Each tourism development area is assigned a
product theme based on the areas natural
assets and tourism potential. However, much of
the existing related tourist attractions, including
facilities, in the TDAs are underdeveloped and
needing enhancement. As such, local
development plans including site development
and management plans shall be prepared to
lay down how the attractions and facilities in the
TDAs may be enhanced to provide tourists high
quality experience.
2.2.
Site improvement
3. Develop
new
market-competitive
destinations and products.
The clusters long-run objective is to develop
new market- competitive destinations and
products, identify areas of complementation,
and accordingly work towards said end. One
promising venture that may be explored is the
development of Subic as one destination in
several island-hopping cruise packages, the like
of Subic-Puerto Galera-Boracay-Palawan cruise.
Priority shall also be given to developing the
regions strength as identified in the NTDP:
Mt. Tapulao
Subic-Bataan Rainforest
Mt. Arayat National Park
Biak-na-BatoNational Park
Pinagrealan National Park
Mt. Pinatubo
Bataan National Park
Minalungao National Park
Hermana Mayor Marine Protected Area
* no pictures available
10.
11.
12.
13.
14.
P a g e | 20
From top to bottom: (1) Mt. Tapulao; (2) Subic-Bataan Rainforest; (3) Mt. Arayat National Park; (4) Biak-na-Bato
National Park; (5) Pinagrealan National Park; (6) Mt. Pinatubo; (7) Bataan National Park; (8) Minalungao National
Park; (9) Hermana Mayor Marine Protected Area; (10) Pawikan Conservation Project Site; (11) PantabanganCarranglan Watershed; and, (12) Balanga Wetland and Nature Park
CENTRAL LUZON TOURISM ACTION PLAN, 2011-2016
P a g e | 21
The potential of the region, particularly Clark
and Subic, as destination or site for big
conventions shall be looked into. Currently, only
small to medium-scale conventions are being
catered to by the freeports because of limited
facilities. Efforts hence shall be taken towards
establishing the appropriate incentives for
encouraging
investment
on
large-scale
convention facilities.
The region shall also look into opportunities for
developing integrated resorts such as the like of
Resort World in Manila, Genting Highland of
Kuala Lumpur and Sentosa in Singapore. This
could be an output of the clustering approach or
of individual local government unit or private
group or individual.
4. Establish Tourism Enterprise Zones and
relevant incentives for encouraging tourism
investments.
Relatedly, to encourage investments in tourism
(i.e. investments in new facilities, expansion,
rehabilitation or upgrading), the TDAs shall look
into the establishment of Tourism Enterprise
Zones and the development of the appropriate
incentives for such endeavors. Identified zones
shall be delineated or mapped and incorporated
in the land use plans of the municipalities or
cities encompassing the TEZs.
P a g e | 22
2. Target marketing
The region shall initially focus its marketing
efforts on existing and priority destinations or
attractions, and then to gradually extend to
new products. To optimize use of limited
resources, the region shall adopt target
marketing as an approach, which is
implementing programs or campaigns directed
at specific target markets, such as beach buffs,
culinary
enthusiasts,
ecotourists,
sports/adventure enthusiasts. Use of multimedia shall increasingly but judiciously utilized
to generate as much interest as is widely
possible, particularly in the domestic market as
the regions main source.
3. Harmonize promotional collaterals
expand use of other marketing media.
and
P a g e | 23
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institutionalization of tourism offices or
strengthening of such an office if one already
exists through equipping of the appropriate
manpower as well as provision of budget for the
needed promotion and development of tourism
assets. Consequently, the RDC shall help by
advocating or endorsing to the concerned LGUs
the establishment of local tourism offices and to
DBM for the review of the funding possibilities
for the local tourism offices operating budget.
In conjunction with establishing an office,
building capacities of LGUs to manage local
tourism affairs shall also be a priority
undertaking, with DOT providing the necessary
support through trainings.
4. Establish an Investors Assistance Office
(IAO)
While creation of local tourism offices
responsible for coordinating and promoting
tourism development at the local level (i.e.
provincial and municipal) shall be pursued, the
region shall also look into the establishment of
an Investors Assistance Office at the regional
level that would connect and integrate current
development and opportunities at the local
level. Specifically, the task of the IAO would be
to help promote investment, provide
information that would help investors decide
where to put in their investment, and facilitate
in the investment process.
The region shall initially look at existing
structures, such as the NERBAC, ATOCEL, and
the SCAD, as possible mechanism or facility for
tourism investment facilitation. NERBAC and
SCAD are currently into investment facilitation,
but their scope of work is limited to local
businesses for NERBAC and the Subic-ClarkTarlac corridor for SCAD. One option is to
establish areas of complementation of these
two offices to create a network and system for
responding to investment facilitation needs.
ATOCEL could be tapped for support in terms of
information and other forms of assistance as
CENTRAL LUZON TOURISM ACTION PLAN, 2011-2016
P a g e | 25
DOT support is especially crucial in building
capacities of LGUs in planning for and
responding to the challenges to tourism
development and management at the local
level. However, active and effective rendering of
its role requires that it is equipped with the
necessary resources, both human and capital, or
that it taps on other institutions to help provide
the necessary assistance. Relatedly, DOT shall
7. Public and Private Resource Mobilization
As public funds are most often not enough to
finance tourism promotion and development,
building on public-private sector collaboration is
vital to securing the resources for supporting the
sectors pursuits. This is also to ensure that
limited government funds are invested in areas
where it would most matter, such as in
infrastructure
support
and
enhancing
government services, while leaving or allowing
private sector participation in areas where these
have the expertise such as in site development
and marketing. This way also the region is able
to ensure that no area is left out in the process
of developing the sector.
To help augment national government
resources, the local government units shall
examine and institute measures for raising local
funds, such as from taxes or fees from tourismrelated activities or enterprises.
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FY 2012
Pantabangan-Canili Bypass Road (Aurora)
II.
1.
Subtotal
Proposed for FY 2013
Pantabangan-Canili Bypass Road (Aurora)
2.
3.
Allocation
(P000)
Status
6.
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Project Cost
(P,000)
572,000.00
Location
Bataan
152,988.00
Bulacan
109,005.84
Bulacan
273,929.91
Bulacan
53,730.68
Bulacan
238,007.02
Bulacan
170,684.16
Bulacan
7,584.87
Bulacan
13,977.13
Bulacan
12,428.43
Bulacan
5,999.12
Bulacan
1,734.52
Bulacan
63,412.04
Bulacan
75,324.42
Bulacan
73,910.23
Bulacan
64,190.02
Bulacan
67,280.39
Bulacan
48,509.79
Bulacan
61,293.35
Bulacan
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Name of Project
Duhat-Marilao Exit Rd. (service road), Sta. Maria, Bulacan (access road
leading to Ciudad de Victoria)
Project Cost
(P,000)
32,028.23
Location
Bulacan
15,692.86
Bulacan
San Gabriel By-Pass Rd., Sta. Maria, Bulacan (access road leading to
Ciudad de Victoria)
20,612.14
Bulacan
22,130.35
Bulacan
50,787.68
Bulacan
26,533.64
Bulacan
16,575.68
Bulacan
114,470.00
Tarlac
78,205.00
Tarlac
641,600.00
Tarlac
181,108.00
Tarlac
24,840.00
277,640.00
136,305.00
Tarlac
Tarlac
Tarlac
78,205.00
Zambales
Source: DPWH-RIII
3,782,723.51
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Implementation Program
Table 5. Central Luzon Tourism Action Plan Matrix
NTDP Strategic Direction 1:
Developing and marketing competitive tourist destination and products
Action
Responsible/Participating
Entity(ies)
Time Frame
Short
Medium
Long
Product Development
Organize Clusters of TDAs
DOT, ATOCEL
Rehabilitate/redevelop TDAs
Private Sector
TIEZA, LGUs
LGUs, NHI
DOT, private
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Responsible/Participating
Entity(ies)
sector/associations of
hotels, resorts and
restaurants, LGUs
DTI, DOT, private sector
Time Frame
Short
Medium
Long
*
*
DOT
DOT, academe, market
research institutions
Responsible/
Participating Entity(ies)
Time Frame
Short
DOT, LGUs
DTI, LGUs
LGUs, DOT
Medium
Long
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NTDP Strategic Direction 2:
Improving tourism institutions, governance and human resource
Responsible/
Participating Entity(ies)
Action
Strengthen stakeholder partnerships
DOT
DOT, TIEZA
Time Frame
Short
LGUs
Long
LGUs, DSWD
Medium
Responsible/Participating
Entity(ies)
DOTC, LGUs
LGUs, DOTC
Note:
Time Frame
Short
Medium
Long
- continuing activity
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the
and
the
and
and
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VII.
Implementation Arrangement
ATOCEL:
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VIII.
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ANNEXES
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Annex A. Tourism Development Issues/Challenges in Central Luzon
Issues/Challenges
Market
Lack of information/knowledge on behavior and characteristic of current markets (e.g. no visitor sample
survey results)
Lack of information/knowledge on the visitor experience e.g. satisfaction levels for tour packages,
amenities, facilities and services
Lack of market intelligence on the needs and preferences of existing and potential MICE, adventure,
religious, historical, culinary
Lack of promotion on Subic-Clark as one destination
Lack of funds for professional marketing campaign and promotions
Poor coordination between the public and private sectors on the responsibilities and roles in the packaging
and promotion of events and tour packages.
Lack of synergy in the marketing efforts of Subic and Clark
Development and promotions are focused on Clark and Subic, with little emphasis on the environs such as
Tarlac, Bataan and Zambales
Products
Need for development of new products and experience (local and regional)
Packages are limited to site visits or holding of events but lack focus on visitors experience
Limited organized tour packages in Aurora, Bataan, Nueva Ecija
Lack of packaged tourism attractions resulting in tourism operators focusing on outbound market
promotion.
Limited number of integrated destinations offering a variety of things to see and do (especially the highly
attractive leisure, entertainment, sport, and MICE complexes) able to support a large volume of tourists at a
price that is competitive. (NTDP)
Fragmented activities and attractions. No program that ties up the various destinations or attractions. This
tends to limit the choices of tourists in terms of places to visit or attractions to enjoy.
No identified brand of products specifically for the Region. Brand that would project good image of the
region.
For Subic and Clark, no institutionalized supplier of products from other regions
Limited activities within Subic Bay and Clark Zone.
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Facilities
Less competitive level of MICE in Subic and Clark compared to other Asian countries. (less than 3000 rooms
for the standard and deluxe category)
Limited number of first class to deluxe room services
Lack of hotel accommodation in Zambales and Aurora areas
Lack of clean public amenities between Clark and Subic
Underdeveloped beaches in Zambales and Bataan;
Accreditation ratings do not reflect the quality of services provided
Lack of information about tourism sites and activities that can be easily accessed from hotel lobbies, airport
terminals, malls
Below tourist standards facilities and services (e.g. Bataan, Iba, Dingalan and Dinalungan, Baler, DMIA)
Lack of good and highly visible signages leading to tourism sites
Limited number of convention facilities
Infrastructure
Lack of international commercial flights to connect DMIA to source markets such as Japan, Australia, China
and the Middle East
Lack of domestic flights connecting DMIA and other destinations such as Puerto Princesa, Davao, Bohol,
Iloilo, Bacolod in order to motivate visitors to use DMIA as entry point
Need for new Terminal for DMIA to accommodate future growth of carriers, especially low-cost carriers
Absence of an integrated transportation system that will seamlessly move visitors from Subic to other
destinations in the region
Lack of regular public transport system to move visitors within Subic and Clark
Lack of regular public transport system to move from Subic and Clark to surrounding areas, e.g. Tarlac,
Zambales
High taxi fares in DMIA
Improve transport system to include railway (high speed train) to reduce travel time between Metro Manila
and DMIA and the Corridor
Lack of connectivity between and among provincial tourist destinations
Poor lighting system along SCTEX
Inability to develop and expand air accessibility to key growth markets in terms of routes, frequencies, and
capacities. (NTDP)
Inadequate air, sea, and road connectivity between the major international gateways and domestic market
centers and destinations of interest (NTDP)
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Institutional
Source: National Tourism Development Plan 2011-2016, Subic-Clark Corridor Tourism Roadmap, Regional
Development Plan
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ANGELES CITY
Culinary
Historical/Cultural /Religious
Casino Filipino
Sports Tourism
CLARK
Sports Events
Hot Air Balloon Festival, Clark Parade Grounds sports events (cricket,
rugby, paintball, Frisbee, softball, baseball, ect.), Clark International
Speedway, Clark Eagle Firing Range
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Mimosa Golf and Country Club, Fontana Water Park and Golf Club,
FACC (Korean Golf Club)
Eco-adventure
Educational
OLONGAPO CITY
Historical/Cultural /Religious
Entertainment
Eco-tour
SBMA
Theme Parks
Eco-tour
Sports Tourism
Diving
MICE
AURORA
Surf
Trek
Mt. Mingan, Dingalan; Ditumabo Falls, San Luis; Dibudalan Trail, San
Luis; Mt. Minoli, San Luis; Mt. Danayag, San Luis; Mt. Maaling-aling,
San Luis; Mt. Udok, Maria Aurora; Bazal-Baubo Watershed, Maria
Aurora; Mt. Anacuao, Dinalungan; Kasaysayan, Dilasag; Kayak at
Manggitahan River, Dilasag; Mountain Biking, Bird Watching
Dive
Munitng Gasang, Baler; Cobra Reef, Baler; Tariktik Point, Baler; Aniao
Point, Baler; Nabaliw, Baler; Dibutunan, Dipaculao; Digarin Point, San
Luis; Mabudo, Dinalungan; Ditangol, Dinalungan; Tordil, Casiguran;
Pandungan, Casiguran; Canawer, Casiguran
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Historical/Cultural
Sabutan Festival, Coco sabutan Festiva, Holy Week Rites (Ermita Hill,Casiguran- Nuestra Senora de la Ermita), Aurora Day Celebration,
Phil-Spanish Friendship Day, Aurora Surfing Competitions
BATAAN
Historical/Cultural
Pilgrimage Tour
Eco Tour
Sports Tourism
Mountain biking
BULACAN
Historical/Cultural
Educational
Nature/ Ecotourism
Products
MICE
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NUEVA ECIJA
Eco-Adventure
Educational Tour/agri-tourism
PAMPANGA
Heritage/Cultural
Ecotourism
Culinary
TARLAC
Historical/Cultural /Religious
Eco-adventure
Sports
ZAMBALES
Historical/Cultural /Religious
Eco-adventure
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References:
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