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Combined Basic Principles of Tourism Management Trends 2015
- 2. TOURISMTOURISM Definition: activities of persons travelling to andDefinition: activities of persons travelling to and staying in places outside their usual environmentstaying in places outside their usual environment for not more than one consecutive year forfor not more than one consecutive year for leisure, business, and other purposes.leisure, business, and other purposes. The processes, activities, and outcomes arisingThe processes, activities, and outcomes arising from the relationships and the interactionsfrom the relationships and the interactions among tourists, tourism suppliers, hostamong tourists, tourism suppliers, host governments, host communities, andgovernments, host communities, and surrounding environments that are involved insurrounding environments that are involved in attracting and hosting of visitors.attracting and hosting of visitors.
- 3. World Tourism Organization (WTO) DefinitionsWorld Tourism Organization (WTO) Definitions International TourismInternational Tourism Inbound Tourism: Visit to a country by non-residentsInbound Tourism: Visit to a country by non-residents Outbound Tourism: Visits of residents of a country toOutbound Tourism: Visits of residents of a country to another countryanother country Domestic tourism: visits by residents of aDomestic tourism: visits by residents of a country to their own countrycountry to their own country Internal tourism: Visits by residents andInternal tourism: Visits by residents and residents of the country of reference (Inboundresidents of the country of reference (Inbound tourism plus domestic tourism)tourism plus domestic tourism) National tourism: Internal tourism plus outboundNational tourism: Internal tourism plus outbound tourismtourism
- 4. WTO DefinitionsWTO Definitions Traveller – any person on a trip betweenTraveller – any person on a trip between two or more countries or between two ortwo or more countries or between two or more localities within his/her country ofmore localities within his/her country of usual residenceusual residence Same-day visitors (excursionists) – visitorsSame-day visitors (excursionists) – visitors who do not spend the night in a collectivewho do not spend the night in a collective or private accommodation in the countryor private accommodation in the country visitedvisited Tourists – visitors who stay in the countryTourists – visitors who stay in the country desired for at least one nightdesired for at least one night
- 5. COMPONENTS OF TOURISM &COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT 1. The Tourist – it is important to know their1. The Tourist – it is important to know their travel motivations and factors thattravel motivations and factors that influence their choice of destination andinfluence their choice of destination and activitiesactivities 2. Natural Resource and Environment –2. Natural Resource and Environment – composed of:composed of: Physiography – nature & appearance ofPhysiography – nature & appearance of landscapelandscape Climate – kind of weather of a place over aClimate – kind of weather of a place over a periodperiod People – residents and concurrent visitorsPeople – residents and concurrent visitors
- 6. 3. Built Environment – that created by3. Built Environment – that created by humans. Includes:humans. Includes: a) Infrastructure – put in place to meet needsa) Infrastructure – put in place to meet needs of local residents (Roads, telecommunications)of local residents (Roads, telecommunications) b) Superstructure – facilities that have beenb) Superstructure – facilities that have been developed to respond to the demands of visitorsdeveloped to respond to the demands of visitors (Theme Parks)(Theme Parks) c) Technologyc) Technology d) Informationd) Information e) Governancee) Governance COMPONENTS OF TOURISM &COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT
- 8. COMPONENTS OF TOURISM &COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT 4. Operating Sectors – represent what many of the4. Operating Sectors – represent what many of the general public perceive as “tourism.” Includesgeneral public perceive as “tourism.” Includes the following:the following: a) Transportationa) Transportation b) Accommodationb) Accommodation c) Food servicesc) Food services d) Attractionsd) Attractions e) Eventse) Events f) Adventure and outdoor recreationf) Adventure and outdoor recreation g) Entertainmentg) Entertainment h) Travel Trade sector and tourism servicesh) Travel Trade sector and tourism services
- 9. 5. Spirit of Hospitality – the challenge facing5. Spirit of Hospitality – the challenge facing destinations is to deliver their experiences in adestinations is to deliver their experiences in a way that enables the visitors to believe that theyway that enables the visitors to believe that they are welcome and that they are truly guestsare welcome and that they are truly guests 6. Planning, Development, Promotion & Catalyst6. Planning, Development, Promotion & Catalyst Organizations – composed of the visionaries,Organizations – composed of the visionaries, policy makers, strategic planners, andpolicy makers, strategic planners, and individuals and groups who make the right thingsindividuals and groups who make the right things happen led by the destination managementhappen led by the destination management organizationorganization COMPONENTS OF TOURISM &COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT
- 10. Destination marketingDestination marketing organizations: DMOsorganizations: DMOs as the travel industry calls them,as the travel industry calls them, areare organizations whose purposeorganizations whose purpose is to promote and facilitate travelis to promote and facilitate travel to and within their districts, cities,to and within their districts, cities, regions, states/provinces, nationsregions, states/provinces, nations or evenor even continents.continents.
- 11. The Tourism ProductThe Tourism Product Not a single tangible thing but an amalgam orNot a single tangible thing but an amalgam or combination of the ff:combination of the ff: a) Intangible elements - Image, hospitality,a) Intangible elements - Image, hospitality, courtesy, friendliness, helpfulness, ambiance,courtesy, friendliness, helpfulness, ambiance, security, etc.security, etc. b) Tangible elements – the natural environment,b) Tangible elements – the natural environment, hotels, restaurants, resorts, food, support facilitieshotels, restaurants, resorts, food, support facilities like airports, aircraft, roads, food, destination,like airports, aircraft, roads, food, destination, festivals, etc.festivals, etc. Thus, enhancing and preserving the tourismThus, enhancing and preserving the tourism product is everybody’s concern, from theproduct is everybody’s concern, from the driver to the market vendor to the tour guidedriver to the market vendor to the tour guide to the resort owner up to the Presidentto the resort owner up to the President
- 12. The 4 Different Perspectives of TourismThe 4 Different Perspectives of Tourism According to StakeholdersAccording to Stakeholders To the tourist – the nature of the tourist’s psychicTo the tourist – the nature of the tourist’s psychic & physical experiences and satisfactions will& physical experiences and satisfactions will determine choice of destination and activitiesdetermine choice of destination and activities To tourism suppliers (those that provide touristTo tourism suppliers (those that provide tourist goods and services) – concerned with revenuegoods and services) – concerned with revenue generation and customer satisfactiongeneration and customer satisfaction To the government – plays an important factor inTo the government – plays an important factor in tourism policy, development, promotion, andtourism policy, development, promotion, and implementation. Concerned with generation ofimplementation. Concerned with generation of income, foreign exchangeincome, foreign exchange To host community - local people see tourismTo host community - local people see tourism as a cultural and employment factoras a cultural and employment factor
- 13. GENERAL ROLES OF PARTNERSGENERAL ROLES OF PARTNERS National Tourism Organization – DOTNational Tourism Organization – DOT Formulation of policies & guidelinesFormulation of policies & guidelines National planning & development of touristNational planning & development of tourist destinations and activitiesdestinations and activities Promotion of the Philippines locally &Promotion of the Philippines locally & internationallyinternationally Local Government Units & CommunitiesLocal Government Units & Communities Get their destination ready to host touristsGet their destination ready to host tourists Regulate tourism-related businessesRegulate tourism-related businesses Promote the province, city, townPromote the province, city, town
- 14. GENERAL ROLES OF PARTNERSGENERAL ROLES OF PARTNERS Other National Government AgenciesOther National Government Agencies Regulate and develop attractions, supportRegulate and develop attractions, support infrastructure, and services required forinfrastructure, and services required for tourism developmenttourism development Private Sector/Operating SectorsPrivate Sector/Operating Sectors Plan and develop tour products & servicesPlan and develop tour products & services Promote & sell toursPromote & sell tours
- 15. TYPES OF TOURISTSTYPES OF TOURISTS I. Plog’s ModelI. Plog’s Model A. Allocentric – outgoing, confident, adventurous &A. Allocentric – outgoing, confident, adventurous & willing to experiment and explore; ex:willing to experiment and explore; ex: backpackers, mountaineersbackpackers, mountaineers B. Psychocentric – conservative, prefer familiar,B. Psychocentric – conservative, prefer familiar, highly secure surroundings, non-risk takers;highly secure surroundings, non-risk takers; Example: local travelers who go only to BaguioExample: local travelers who go only to Baguio during summer every yearduring summer every year C. Midcentric – not too adventurous yet not tooC. Midcentric – not too adventurous yet not too conservative in their choice of destinations. Mostconservative in their choice of destinations. Most tourists belong to this category; ex: travelers totourists belong to this category; ex: travelers to Puerto GaleraPuerto Galera
- 16. II. Cohen’s ModelII. Cohen’s Model Organized Mass Tourist – goes on packagedOrganized Mass Tourist – goes on packaged tours, prefers the familiar environmenttours, prefers the familiar environment Individual Mass Tourist – Major arrangementsIndividual Mass Tourist – Major arrangements made through a travel agent although tourist hasmade through a travel agent although tourist has some control over his itinerary and timesome control over his itinerary and time allocationsallocations Explorer – usually plans his own trip, avoidsExplorer – usually plans his own trip, avoids developed tourist attractions, mixes with localsdeveloped tourist attractions, mixes with locals but still protected by environmental bubblebut still protected by environmental bubble Drifter – plans his own trip, avoids touristDrifter – plans his own trip, avoids tourist attractions and lives with the locals, immerses inattractions and lives with the locals, immerses in the host culture, partakes of the local food, livesthe host culture, partakes of the local food, lives in the local shelter and observes local habits andin the local shelter and observes local habits and lifestylelifestyle TYPES OF TOURISTSTYPES OF TOURISTS
- 17. Pleasure/Vacation – people travel to enjoy, relax,Pleasure/Vacation – people travel to enjoy, relax, and have funand have fun Visit Friends or Relatives (VFR) - Aim is bondingVisit Friends or Relatives (VFR) - Aim is bonding (which means to strengthen personal ties) or meet(which means to strengthen personal ties) or meet new friendsnew friends Business and Professional Reasons includingBusiness and Professional Reasons including conventions – people under this category usuallyconventions – people under this category usually attend to their primary work objective first beforeattend to their primary work objective first before undertaking their secondary objective of holidayundertaking their secondary objective of holiday Health/Treatment – includes traditional healthHealth/Treatment – includes traditional health relaxation and rejuvenation (such as spa,relaxation and rejuvenation (such as spa, massage) and medical tourismmassage) and medical tourism Religion or Pilgrimage – includes pilgrimage toReligion or Pilgrimage – includes pilgrimage to Mecca by Muslims and visits to holy shrines likeMecca by Muslims and visits to holy shrines like Jerusalem, Lourdes, and FatimaJerusalem, Lourdes, and Fatima PURPOSE OF TRAVELPURPOSE OF TRAVEL
- 18. TRAVEL MOTIVATIONTRAVEL MOTIVATION Motivation – an internal factor thatMotivation – an internal factor that arouses, directs and integrates a person’sarouses, directs and integrates a person’s behavior. It is the reason behind whatbehavior. It is the reason behind what people do. It deals with the innate need ofpeople do. It deals with the innate need of a person to go to a placea person to go to a place The most common model is AbrahamThe most common model is Abraham Maslow’s Theory of MotivationMaslow’s Theory of Motivation
- 19. MODELS/THEORIES ON TRAVEL MOTIVATIONMODELS/THEORIES ON TRAVEL MOTIVATION A. Push-Pull Theory/ModelA. Push-Pull Theory/Model Push Factors – socio-psychological or personalPush Factors – socio-psychological or personal motives. Involves anomie (man’s need for lovemotives. Involves anomie (man’s need for love and affection), ego enhancement, increasedand affection), ego enhancement, increased wealthwealth Pull factors – motives aroused by the destinationPull factors – motives aroused by the destination such as white sand, beachsuch as white sand, beach B. Wanderlust-Sunlust TheoryB. Wanderlust-Sunlust Theory Wanderlust – motives that cause individuals toWanderlust – motives that cause individuals to want to experience different existing cultureswant to experience different existing cultures and places or historically significant areasand places or historically significant areas Sunlust – the desire to experience different orSunlust – the desire to experience different or better facilities outside one’s place of residencebetter facilities outside one’s place of residence
- 21. Tourism Infrastructurea nd Enterprise Zone Authority SECRETARY Tourism Regulation, Coordination and Resource Generation Tourism Promotions Board Duty Free Philippines Corporation Philippine Retirement Authority National Parks Development Committee Intramuros Administration Philippine Commission on Sports Scuba Diving Nayong Pilipino Foundation DOT and Attached AgenciesDOT and Attached Agencies (RA 9593)(RA 9593) Tourism Development Planning Administration Tourism Coordinating Council Economic Development Cluster
- 22. NATIONAL TOURISM DEVELOPMENT PLANNATIONAL TOURISM DEVELOPMENT PLAN 2011 - 20162011 - 2016 GOAL VISION Develop and promote an environmentally and socially responsible tourism that delivers more widely distributed income and employment opportunities To make the Philippines a “must experience” destination in Asia
- 23. 3 MAIN PRINCIPLES OF HOW TOURISM HAS TO BE PERCEIVED IN THE PHILIPPINES IN 2016 •Authenticity •Refers to Filipino lifestyle and people’s hospitality besides its unspoiled nature •Uniqueness •Refers to the Philippines natural and cultural variety •Competitiveness •Measured in comparison with its main competitors
- 24. STRATEGIC DIRECTIONS TO BECOME THE MUST-EXPERIENCE DESTINATION IN ASIA 1. Improving market access and connectivity 2. Developing competitive destinations and products 3. Improving governance and tourism workforce
- 25. TOURISM PRODUCTTOURISM PRODUCT PORTFOLIOPORTFOLIO Nature based Tourism Cultural Tourism Sun and Beach Tourism Cruise Tourism Shopping, Leisure and Entertainment MICE Health and Wellness Nautical Tourism
- 26. CLUSTER APPROACHCLUSTER APPROACH Tourism SiteTourism Site Tourism ClusterTourism Cluster GatewayGateway TourismTourism DevelopmentDevelopment AreaArea
- 27. 21 Inclusive21 Inclusive TourismTourism DestinationDestination ClustersClusters 10 Gateway Cluster Destinations Laoag-Vigan Central Luzon Metro Manila and CALABARZON Bicol Palawan Western Visayas Central Visayas Zamboanga Peninsula Northern Mindanao Davao
- 28. CENTRAL VISAYAS TOURISM CLUSTERCENTRAL VISAYAS TOURISM CLUSTER
- 29. Central VisayasCentral Visayas Tourism ClusterTourism Cluster Mactan - Cebu International Airport Tourism Development Areas TDA 1: Northern Cebu- Bantayan- Malapascua TDA 2: Metro Cebu- Mactan-Olango Island TDA 3: Southern Cebu TDA 4: Negros Oriental- Dumaguete- Siquijor TDA 5: Tagbilaran- Panglao Island Theme MICE, Business, resort, history, events, sightseeing, entertainment, shopping, ecotourism • Market Access and Connectivity Cebu terminal expansion and runway improvement Gateway marketing program (e.g. World Routes) Seamless connection from Mactan Airport to tourism development areas Tourism roads with DPWH and DBM in national budget P2.86 billion for 24 projects for 2012 Tagbilaran terminal expansion Need for a Bohol gateway • Destination and Product Development Tourism Enterprise Zones in Cebu and Panglao Improvement to 17 heritage sites (Php 500 Million) Linking communities to tourism supply chain 7,000 rooms needed (2011-2016) 5,000 rooms planned or under construction (2011-2016) • Development Impact 2010: 287,500 jobs 2016: 233,000 additional jobs
- 30. STRATEGIC DIRECTIONS AND ACTIONSSTRATEGIC DIRECTIONS AND ACTIONS
- 31. PROSPECTS IN TOURISMPROSPECTS IN TOURISM TRANSPORTATIONTRANSPORTATIONAdditional investments in transportation infrastructure required to support sustainable growth: • Connectivity to destinations and main international and domestic markets • Destination and tourist site infrastructure • Linkages to surrounding communities • Operations and maintenance of tourism infrastructure
- 32. AIRPORTS FOR PPPAIRPORTS FOR PPP New Bohol International Airport Puerto Princesa Airport Development
- 33. STRATEGIC DIRECTIONS AND ACTIONSSTRATEGIC DIRECTIONS AND ACTIONS
- 34. Department of Tourism Budget for FY 2012 International Promotions by Type of Activity (in thousand Pesos)
- 35. STRATEGIC DIRECTIONS AND ACTIONSSTRATEGIC DIRECTIONS AND ACTIONS
- 36. STANDARDS FOR TOURISM ENTERPRISES FORSTANDARDS FOR TOURISM ENTERPRISES FOR 20122012 •Standards development and upgrading •Manpower training •Investment facilitation
- 37. 1 – 3 month 1 – 2 year 4 years
- 38. 2012 4.2 M international arrivals 30.7 M domestic travelers PhP1,213 B in total revenues 5.98% of GDP 3.9 M employment 2012 4.2 M international arrivals 30.7 M domestic travelers PhP1,213 B in total revenues 5.98% of GDP 3.9 M employment 2011 3.7 M international arrivals 28.7 M domestic travelers PhP1,125 B in total revenues 5.96% of GDP 3.8 M employment 2011 3.7 M international arrivals 28.7 M domestic travelers PhP1,125 B in total revenues 5.96% of GDP 3.8 M employment TARGETS FOR FY 2011 AND 2012TARGETS FOR FY 2011 AND 2012
- 39. Product Development • Key products: nature, sun and beach, culture • Strategic products: MICE, leisure, entertainment and shopping, health and wellness • Opportunity/niche products: retirement and nautical
- 40. • Define new key, strategic, opportunity-based, and niche target markets and undertake market penetration programs. • Set up a unique market positioning approach that boosts the Philippines as a tourism destination. • Differentiating from the competition through the right branding Marketing Strategy 2011-2016
- 41. INTERNATIONAL MARKETSINTERNATIONAL MARKETS Top 12 Source Markets January – June 2011
- 43. • Foreign visitor arrivals to grow by about 15% per annum in next 5 years • Core markets will still be Korea, US, Japan and China; emerging markets will include India and Middle East • Better connectivity and more international flights into secondary destinations (i.e. Mactan, Clark, Kalibo) • More investments in tourism facilities in Manila, Cebu, Bohol and emerging destinations Trends and Outlook in Philippine Tourism
Hinweis der Redaktion
- The government’s interest in developing tourism lies in its potential as an engine of growth that can contribute to sustainable national development through stimulating additional investment, creating new income and employment opportunities. Tourism is also seen as an instrument to help enhance national pride among Filipinos in their natural and cultural heritage. The Philippine Development Plan 2011-2016 that is anchored on the Aquino Administration’s 16-point “Social Contract with the Filipino People,” provides an overall framework for inclusive economic growth where the benefits of economic growth are shared more widely. Within the framework of good governance and anti-corruption, the plan seeks to generate high and sustained economic growth; provide equal access to development opportunities across all geographic areas and income groups resulting in greater poverty reduction. In support of the economic agenda of the Aquino administration, the DOT has completed The National Tourism Development Plan that is intended to guide both public and private sector managers on the coordinated implementation of key tourism development programs and activities between 2011 and 2016.
- The vision statement highlights three main principles of how tourism has to be perceived in the Philippines in 2016. The Philippines will be an authentic, unique and competitive tourism destination by 2016. -Authenticity refers to the Filipino lifestyle and people’s hospitality besides its unspoiled nature. The Philippines is an attractive cultural melting pot. We Filipinos are warm, friendly and hospitable: distinct advantages we have over our neighbors. -Uniqueness refers to the Philippines’ natural and cultural variety: our Spanish-American colonial background within Asia, our 7,000 islands, our natural attractions all over the country. -Competitiveness is measured in comparison with its main competitors. This means that the Philippines will foster its strengths and minimize its existing weaknesses. As a tourism destination, the Philippines will undergo innovation in order to remain up-to-date with the customers’ demand.
- There are 3 strategic directions to become the must-experience destination in Asia. The 1st is improving market access and connectivity especially to the various island destinations. The 2nd strategy is developing competitive destinations and products to make sure we offer those that our source markets are looking for in their travel experience. The 3rd strategy is improving governance and tourism workforce. Here we would like to institutionalize the roles and responsibilities of DOT and local government units or LGUs. At the same time, we would like to develop a competent, well motivated and productive tourism workforce, better than their counterparts in the region.
- NTDP subscribe to inclusive destination development to allow more stakeholders to benefit from tourism 21 tourism clusters have been identified with 77 tourism development areas (TDAs) and 289 tourism sites Focus on 10 clusters with international gateways for expedient and optimum use of resources – convergence. Ask the President if he wants to pick any from the 10 cluster gateways. Otherwise, proceed to Central Visayas Tourism Cluster as a sample to show how inclusive destination development could be achieved. Other key points: Main Gateways serve both international and domestic tourists. Many are currently designated as secondary international gateways. EO 29 is the first strategic step to execute cluster approach.
- Gateway: Mactan-Cebu International Airport New Bohol International Airport (Panglao Island, Bohol) Tourism Development Areas:(1) Northern Cebu (Bantayan-Malapascua) (2) Metro Cebu - Mactan – Olango Island (3) Southern Cebu (4) Negros Oriental – Dumaguete – Siquijor (5) Tagbilaran City – Panglao Island Theme: MICE, business, resort, history, events, sightseeing, entertainment, shopping, ecotourism
- On the first strategy of improving market access and connectivity especially for international tourists, stakeholders identified the following key programs: Completing improvements in NAIA and upgrading the secondary gateways Pushing for the implementation of EO 29 that seeks to liberalize our civil air liberalization policy Addressing issues such as common carriers tax and CIQ overtime Ensuring the implementation of the tourism road infrastructure program (cite: almost 1,000 kilometers of tourism roads) Improving strategic air, sea and road infrastructure linkages and transportation services between the 8 international airport cluster destinations and the 13 strategic cluster destinations without international gateways
- The second strategy is to develop competitive destinations and products. This involves: Designing and implementing a sustainable tourism transportation and destination infrastructure program to increase their capacity to handle growth in a sustainable way; Facilitating a concerted product development program where we shall offer a diverse range of products to the domestic and international markets giving special attention to the development of large mixed use tourism complexes in the vicinity of main international airports, and non-urban, community-based tourism programs in strategic locations; We shall also improve the business environment, facilitate tourism investment, and simplify business set-up processes. We also recognize the importance of safeguarding our natural and cultural heritage sites, and vulnerable groups including women, children and indigenous groups. - We shall also develop a marketing strategy and one-year rolling action plan targeting key growth markets focusing on marketing high quality products and experiences in the existing and emerging tourist development areas that are “must experience” in nature.
- The third strategy is to push for effective governance and develop a competitive and world-class tourism work force. To this end, we shall: - Strengthen national and local government capacities for tourism - Ensure participatory governance and stakeholder leadership - Create successful partnerships models for tourism development Enhance tourism training Improve safety and security (cite: TOP COP)
- The assessment of the product-market opportunities in the Philippines’ international and domestic markets found that the Philippines can capitalize on its diverse tourism assets and markets by positioning and marketing -Key products capable of delivering higher growth potential, higher lengths of stay and expenditure, and wider spread benefits. These include nature, sun and beach and culture. -Strategic products are capable of attracting large regional markets with moderate length of stay and expenditure comprising MICE, leisure, entertainment and shopping, health and wellness. -Opportunity/niche products capable of delivering strong future growth with long average length of stay and expenditure comprising nautical, and retirement products appealing to European, Middle East and North American, and selected markets such as Australia in the regional markets.
- In the context of the product development positioning strategy presented above, the main thrust of the marketing and promotions strategy between 2011 and 2016 is to: -Define new key, strategic, opportunity-based, and niche target markets and undertake market penetration programs based on the corresponding products. New international tourist target markets should be identified to avoid dependency on the main 3 markets (Korea, US and Japan) -Set up a unique market positioning approach that boosts the Philippines as a tourism destination. This requires setting the right branding or unique market positioning to better commercialize the Philippine tourism product. (discuss branding campaign) -Differentiate the Philippines from the competition through the right branding would allow the country not just to market products at the right markets, but to market them in the best way by communicating the right message to the right segments.
- Key markets - expanding such as China or stable markets with already large shares such as Japan, South Korea, and USA Strategic markets - relatively new markets with low volumes but high long- term growth potential such as Australia, Singapore, Malaysia, and Canada Opportunity-based markets - emerging markets with high growth potential such as India, Hong Kong, Taiwan, and Russia Niche markets - new emerging markets with high potential on a long-term basis such as Europe, as well as the Middle East.
- What are the trends and outlook for tourism as we see it? 1. Foreign visitor arrivals will grow by about 15% per annum in next 5 years. 2. Our core markets will still be Korea, US, Japan and China while emerging markets will include India and Middle East. 3. We shall see better connectivity and more international flights into secondary destinations (i.e. Mactan, Clark, Kalibo) especially with the implementation of EO 29. 4. And there will be more investments in tourism facilities in Manila, Cebu, Bohol and emerging destinations. Closing statement: Our tourism vision is for the Philippines to be a “must-experience destination in Asia.” Our goal is to maximize the contribution of tourism to the economic development in the country and support the economic agenda of the President. Through this presentation, I hope I have given you a better understanding of tourism and next steps both the government and its partners in the private sector must take to make the industry truly relevant, responsible and progressive. Thank you and mabuhay.