Embed Size (px)
Citation preview
Trends and Outlook in the
Philippine Travel and Tourism
Industry
STATE OF TOURISM: MEASURING PERFORMANCE
• Visitor Arrivals• Tourism Revenue• Employment• Tourism Investments
Tourist arrivals around the world increased by 4.4% in 2011 (from 939 Million in 2010 to 980 million in 2011)
DOMESTIC TRAVELLERS(IN MILLION)
14.5916.93
15.9117.29
20.22
24.63 25.11
30.17
24.91 25.10
27.91
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: NSCB Tourism Satellite Account
• An average Filipino travels twice in six months for tourism purposes
• Main purpose Pleasure and vacation VFR Business Medical MICE• Average spent per
day is Php 2,212 (2010)
• Average length of stay per trip is 4 nights
Sources: NSO and NSCB
Foreign Visitors in the Philippines(in millions)
Total Number of Foreign visitors in 2011: 3.92 million
(11.28% increase from 2010)
Average length of stay: 8.21 nights
Average daily expenditure: $83.59
International Visitors to ASEAN (in million)Rank Countries 2010 2009
1 Malaysia 24.58 23.652 Thailand 15.84 14.153 Singapore 9.16 7.494 Indonesia 7.00 6.325 Vietnam 5.05 3.756 Philippines 3.52 3.017 Cambodia 2.40 2.50
Source: World Tourism Organization (UNWTO)
PHILIPPINES MARKET POSITION
Country Overall Index Sub-Indexes
Regulatory Framework
Business Environment and
Infrastructure
Human, Cultural and Natural Resources
ASEAN Rank
Overall Rank
Score ASEANRank
Overall Rank
ASEANRank
Overall Rank
ASEANRank
Overall Rank
Singapore 1 10 5.24 1 6 1 5 3 23
Malaysia 2 32 4.71 2 42 2 38 1 14
Thailand 3 39 4.45 3 70 3 40 2 19
Brunei Darussalam
4 69 3.99 4 99 4 47 5 60
Indonesia 5 81 3.79 8 113 5 79 4 40
Philippines 6 86 3.73 5 85 7 89 6 70
Vietnam 7 89 3.70 6 92 6 85 8 76
Cambodia 8 108 3.43 7 111 8 113 7 74
Overall Competitiveness
Source: DOT OTDP
YEARVISITOR ARRIVALS
Volume Growth Rate (%)
2000 1,992,169 - 8.2
2001 1,796,893 -9.8
2002 1,932,677 7.6
2003 1,907,226 -1.32004 2,291,352 20.1
2005 2,623,084 14.5
2006 2,843,345 8.4
2007 3,091,993 8.7
2008 3,139,422 1.52009 3,017,099 - 3.92010 3,520,471 16.682011 3,917,454 11.28
Foreign Visitor Arrivals to the Philippines
Rank Country Jan-Dec 2011Arrivals
Share (%)
1 Korea 925,204 23.622 USA 624,527 15.94
3 Japan 375,496 9.59
4 China 243,137 6.21
5 Taiwan 181,738 4.64
6 Australia 170,736 4.36
7 Singapore 137,802 3.52
8 Canada 117,423 3.00
9 Hongkong 112,106 2.86
10 United Kingdom 104,466 2.67
11 Malaysia 91,752 2.34
12 Germany 61,193 1.56
Source: Arrival/ Departure Cards
Top Country Markets of the Philippines 2011
Top Markets of the Philippines 2011
23.62%
15.94%
9.59% 6.21%
4.64% 4.36%
3.52%
3.00% 2.86%
2.67%
2.34%
1.56%
KoreaUSAJapanChinaTaiwanAustraliaSingaporeCanadaHongkongUKMalaysiaGermany
58%
19% 10%
6%1%
5%
Chart Title
Asia
America
Europe
Australia/Pacific
Others/Unspecified
Overseas Filipinos
2011: 3,917,454
tourist arrivals
Tourism Revenue in 2010
16
Over 100 billion pesos (US$2.5 billion) spent by foreign tourists
11.3% growth compared to 2009
Mostly on shopping, accommodation, food and beverages, entertainment and local toursSource: Phil Tourism Satellite Account, NCSB. DOT
Economic Impact of Tourism
17
Accounted for 5.76% of GDP (2010)
About 3.647 million directly employed mostly in transport, restaurants, entertainment and recreation
Source: Phil Tourism Satellite Account, NCSB. DOT
Tourism Investments
18
P17.86 billion worth of tourism projects in 2010 ((BOI/PEZA)
Mostly hotels and resorts
Source: Phil Tourism Satellite, NCSB. DOT
STATISTICAL DATA ON DEMOGRAPHICS OF VISITORS
BASED ON DOT VISITOR SAMPLE SURVEY 2010
2006-2010Visitor Arrivals and Receipts
Particular Visitor Arrivals % inc
Visitor Receipts (in Million $)
% inc
2006 2,843,345 8.4 2753.12 23.1%
2007 3,091,993 8.7% 2,957.09 7.4%
2008 3,139,422 1.53% 2,428.68 -17.9%
2009 3,017,099 -3.9% 2,235.92 -7.9%
2010 3,520,471 16.7% 2,500.00 11.8%
Visitor Profile & Travel Characteristics 2010
Source: DOT – TRSD Reports: A/D Cards, Shipping Manifest, VSS
Mode of Travel– Air -
99.9 %– Sea -
0.1 %
Sex – Male -
70.7 %– Female -
29.3 %
Average Age - 42.56 years old
Travel Arrangement– Independent -
82.8 %– Package -
17.2 %
Age Group45-54 - 28.6 %35-44 - 23.6 %25-34 - 25.9 %
Highest Educational AttainmentUniversity/College Degree - 79.9%Secondary Level - 9.5%No College Degree/ - 7%Vocational CourseMaster’s Degree - 2.4 %
Civil Status Married - 70.7 % Single - 27.4 %
Widowed - 0.5 % Divorced/Separated- 1.4 %
Average Length of Stay: 8.21 nights
Visitor Profile & Travel Characteristics 2010
Source: DOT – TRSD Reports: A/D Cards, Shipping Manifest, VSS
Purpose of VisitPleasure/Vacation - 38.4%Visit Friends & Relatives - 26.0%Business - 26.1 %MICE - 3.2 %Official Mission - 0.2 %Studies - 1.2%Health/Medical - 0.1 %Exchange Programs - 0.8 %Others/Not Specified - 0.4 %
Frequency of VisitRepeat visit - 64.4 % First visit - 35.6 %
MAIN MOTIVATING FACTOR THAT INFLUENCED PLEASURE/VACATION VISITORS IN CHOOSING THE
PHILIPPINES
Presence of Friends & Relatives - 46.5 %
Curiosity/ Never been to the Philippines - 11.3 %
Recommended by Friends - 6.8 %
MAIN SOURCE OF INFORMATION ABOUT THE PHILIPPINES
Friends/ Relatives and Business Associates - 56.4 %
Internet - 30.0 %
Travel Agents from origin country - 7.2 %
WHO INFLUENCED THE CHOICE OF PH as DESTINATION?
Friends, Relatives & Business Associates - 67.6 %Made their own decision - 30.3 %
TRAVEL COMPANIONS
Travelling Alone - 42.8 %Friends - 23.8 %Spouse - 15.0 %Relatives - 6.9 %Children - 4.5 %Business Associates - 4.4 %Others - 14.2 %
ACTIVITIES DONE WHILE INTHE PHILIPPINES
1. Shopping - 75 %2. Sightseeing - 30.2 % 3. Visit Friends & Relatives - 11.0 %4. Beach Holiday - 6.5 %5. Scuba Diving - 3.5 %
MOST POPULAR SHOPPING ITEMS
1. Food Delicacies - 74.6 % 2. Apparel/Garments - 62.2 %3. Arts & Crafts - 42.9%4. Fashion Accessories - 24.5 %5. Others - 41.7 %
Source: VSS Jan – Dec 2010
TOP THINGS LIKED MOST ABOUT VISIT TO THE PHILIPPINES1. Warm Hospitality and Kindness of People2. Good food/liquor/fruits3. Shopping opportunities4. Diving5. Beautiful Sceneries/Nice Beaches
TOP THINGS DISLIKED/HATED MOST ABOUT VISIT TO THE PHILIPPINES
1. Heavy Traffic2. Air/Water Pollution/Dirty Environment3. Widespread poverty/beggars/unemployment4. Crime Incidents5. Rainy/Humid/Bad Weather
AVERAGE PERCENTAGE OF EXPENDITURES MADE1. Food & Beverage - 24.55 %2. Accommodation - 23.06 % 3. Shopping - 19.19 %4. Entertainment & Recreation - 10.84 %5. Local Transport - 3.58 %
AVERAGE DAILY EXPENDITURE PER TOURIST
$ 83.59
Visitors that did not intend visit another Asian country prior to arriving in the Philippines
98.7 %
Visitors that did not intend to visit another Asian Country after their visit in Ph
98.5 %
Tourism Infrastructureand 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 Agencies(RA 9593)
Tourism Development Planning
Administration
Tourism Coordinating Council
Economic Development Cluster
NATIONAL TOURISM DEVELOPMENT PLAN
2011 - 2016GOAL 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
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
STRATEGIC DIRECTIONS TO BECOME THE MUST-EXPERIENCE DESTINATION IN ASIA
1. Improving market access and connectivity2. Developing competitive destinations and
products3. Improving governance and tourism
workforce
TOURISM PRODUCT PORTFOLIO
Nature based Tourism
Cultural Tourism
Sun and Beach Tourism
Cruise Tourism
Shopping, Leisure and
EntertainmentMICE Health and
WellnessNautical Tourism
STRATEGIC DIRECTIONS AND ACTIONS
• Expand capacity of secondary international gateways
• Expand connectivity between the PH and key growth markets
• Implement access between gateways and TDAs
1.Access
andconnectivi
ty
PROSPECTS IN TOURISM TRANSPORTATIONAdditional 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
Daraga International Airport, Albay
STRATEGIC DIRECTIONS AND ACTIONS
• Develop diversified products that engage local communities
• Implement mandatory accreditation
• Facilitate tourism investment and improve business environment
• Safeguard natural and cultural resources, and vulnerable groups
• Develop and implement a marketing program
2.Competitiv
e products
anddestinatio
ns and
promotion
s
STRATEGIC DIRECTIONS AND ACTIONS
• Institutionalize the roles of DOT and LGUs
• Develop the competencies and skills of tourism workforce
• Improve safety and security
3.Governanc
e and
tourism workforce
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
TARGETS FOR FY 2011 AND 2012
Product DevelopmentKey products: nature, sun and beach, culture
Strategic products: MICE, leisure, entertainment and shopping, health and wellness
Opportunity/niche products: retirement and nautical
• 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
INTERNATIONAL MARKETS
• Korea, USA, Japan, China
Key Markets
• Australia, Singapore, Malaysia, Canada
Strategic Markets
• India, Hong Kong, Taiwan, Russia, United Kingdom, Germany and other European markets
Opportunity and Niche
Markets
Top 12 Source MarketsJanuary – June 2011
- 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
