National Ecotourism Strategy

N A T I O N A L E C O T O U R I S M S T R A T E G Y Prepared by the N A T I O N A L E C O T O U R I S M S T E E R I N G C O M M I T T E E and E C O T O U R I S M T E C H N I C A L W O R K I N G G R O U P through the N E W Z E A L A N D O F F I C I A L D E V E L O P M E N T A S S I S T A N C E J u l y 2 0 0 2 Message G lobally, the 1992 Ear th Summit has compelled all nations to draw action plans to implement the Global Agenda 21. The Philippine Agenda 21 (PA 21) was adopted in September 1997 to expand the national agenda on sustainable development. Sustainable development is defined in PA 21 as the “harmonious integration of a sound and viable economy, responsive governance, social cohesion and ecological integrity to ensure that development is a life enhancing process.” This concept translated a development paradigm that looks very closely into relationship of environment and biological diversity at all levels, industry and tourism. In the context of conservation, the environment provides the wealth of wonders for the development of tourism and ecotourism in par ticular. In this case, we have to be guided by the concept of ecotourism adopted in the Bohol Congress in 1999, “a form of sustainable tourism within a natural and cultural heritage area where community par ticipation, protection and management of natural resources, culture and indigenous knowledge and practices, environmental education and ethics, as well as economic benefits are fostered and pursued for the enrichment of host communities and the satisfaction of visitors.” The Executive Order No. 111 establishing the guidelines for the development of ecotourism in the Philippines provided the legal framework for the par tnership of Depar tment of Tourism and the Depar tment of Environment and Natural Resources in cooperation with other concerned stakeholders. The EO required the formulation of the Philippine National Ecotourism Strategy to provide the framework for sustainable ecotourism development. This Strategy is the Philippines contribution to the celebration of 2002 as the International Year of Ecotourism. The UN declaration of IYE was spearheaded by the Depar tment of Tourism. Hopefully this Strategy will ser ve as a guide to planners, developers, decision-makers, public and private entrepreneurs and the academe as well as government and non-governmental organizations including donors working on sustainable tourism development. R I C H A R D J . G O R D O N SECRETARY OF TOURISM AND CHAIRPERSON NATIONAL ECOTOURISM DEVELOPMENT COUNCIL Message E cotourism is a significant tool in sustainable development as it also advocates protection of our natural resources, the base from which the ecotourism industry thrives. Ecotourism seeks to put in place mechanisms that are environmentally sustainable, economically-viable, and socially-equitable in order to bring about development in the country that would redound to the benefit of local communities, especially the poor and marginalized sectors of society. To promote sustainable development in the Philippines, the National Ecotourism Steering Committee and the Regional Ecotourism Commitees, in consultation with the regional stakeholders, have formulated a strategy for the development of ecotourism throughout the country. The National Ecotourism Strategy (NES) is envisioned to provide an integrated and coordinated mechanisms as it provides for par tnerships among the government, the private sector, the local communities and tourists to ensure the industry’s viability and competitiveness in the long run. The Depar tment of Environment and Natural Resources (DENR), as one of the Depar tment of Tourism’s (DOT) par tners in implementing the NES, commits its roles and mandates in the promotion of the National Ecotourism Programs. The DENR shall continue its campaign on environmental advocacy so that Filipinos and all ecotourism enthusiasts may gain deeper appreciation of the value of biodiversity and of the benefits that can be realized through conser vation. With the NES, the DENR co-shares the vision of positioning the Philippines as a globally competitive ecotourism destination as it endeavors to develop and protect the country’s environment and preser ve our cultural heritage for the benefit of the present and future generations. H E H E R S O N T. A L V A R E Z SECRETARY OF ENVIRONMENT AND NATURAL RESOURCES AND CO-CHAIRPERSON, NATIONAL ECOTOURISM DEVELOPMENT COUNCIL Acknowledgements T his publication is a cooperative under taking of the Depar tment of Tourism (DOT) and the Depar tment of Environment and Natural Resources (DENR) of the Government of the Philippines in cooperation with the New Zealand Official Development Assistance (NZODA). It is the result of hard work by people from a broad range of sectors from the government, non-government organizations, academe, peoples organizations, the private and business sectors, indigenous peoples, and local people. The DOT and DENR jointly extend their sincere thanks and gratitude to all of those who cooperated and par ticipated in the formulation of the National Ecotourism Strategy. Executive Summary T he Philippines is regarded as one of the top 25 biodiversity hotspots in the wor ld in view of high percentage of endemic plants and animals which are threatened by extinction. Recognizing the diverse natural and cultural resources of the country, Executive Order (EO) No. 111 was issued on 17 June 1999 to establish the guidelines for ecotourism development in the Philippines. The EO likewise created the National Ecotourism Development Council as policy making body, and the National Ecotourism Steering Committee (NESC) and Regional Ecotourism Committees (RECs) as operating arms. In addition, the EO called for the formulation of National Ecotourism Strategy (NES) to provide an integrated management plan for the development of ecotourism. Pursuant to EO 111, the NESC through the assistance of New Zealand Agency for International Development (NZAID) spearheaded the preparation of the NES. Regional stakeholders consultation and national planning workshops were conducted by NESC, RECs and NZAID to provide venue for key stakeholders to contribute in the planning process as well as elicit issues, concerns and recommendations. The planning process was capped by the launching of NES during the Second National Ecotourism Congress in Tacloban City. The NES viewed ecotourism not as an impor ted concept but a direct response to real needs and circumstances in the country. Ecotourism rests on the following pillars: • sustainable management of natural and cultural resources; • environmental education and conser vation awareness; • empowerment of local communities; and • development of products that will satisfy visitor needs and position the Philippines as a globally competitive ecotourism destination. The NES is founded on the vision to advocate, foster, coordinate, monitor and mobilize suppor t for ecotourism. It specifically aims to: • promote and mobilize suppor t for ecotourism from all sectors-government, businesses and general populace; • develop a culture of tourism among the local people; • institutionalize community par ticipation in planning, development, implementation and monitoring of ecotourism projects; • promote environmental education and ethics; • develop capability of LGUs and local entrepreneurs; facilitate domestic and foreign investments to fil l in facilities requirements; and • develop globally competitive ecotourism products for quality visitor experience; ensure benefits redound to the local community. The general approach to achieve NES goals involve the establishment of network of sites and products through a “top-down and bottom-up” approach. The Top-down seeks to define f lows from the national government by developing and marketing key ecotourism sites as well as setting the standards to regulate and monitor ecotourism projects. The bottom-up is envisioned to provide oppor tunity for host communities, local government units, local entrepreneurs, non-government organizations and other stakeholders to actively par ticipate in the protection and management of their resources and other viable ecotourism projects. An impor tant approach in the NES is the establishment of communication network via the website, newsletter and other media to facilitate sharing of information and experiences among stakeholders. It also provide for linking key sites and products to facilitate the development of new packages and programs that will ensure a longer visitor stay and a quality experience. A set of National Ecotourism Program has been identified in the NES in suppor t of its implementation. The program includes selection of key ecotourism sites, product development, marketing and promotions, education and advocacy, establishment of ecotourism fund, suppor t programs and monitoring. Action plan for each national ecotourism program was also identified in the shor t term (2002 – 2004), medium term (2002 – 2007) and long term (2002 – 2012). Table of Contents 1 I n t r o d u c t i o n 9 1 .1 Bac kground and Ra t iona le 9 1 .2 P lann ing Process 1 0 2 S i t u a t i o n A n a l y s i s 1 2 2 .1 Po l i c y Con tex t 1 2 2 .2 Agen ts o f Deve lopment 1 4 2 .3 Na tu r a l Resour ce Base 1 8 2 .4 Cu l tu r a l Resour ce Base 2 5 2 .5 Mar ke t Ana lys i s 2 9 2 .6 Tour i sm Mar ke t i ng 3 6 2 .7 Tr anspor t I s sues 3 9 2 .8 Accommodat ion I ssues 4 1 2 .9 Suppor t Se r v i ces 4 3 2 .10 Impac ts 4 4 2 .11 Human Resour ce Deve lopment 4 7 3 S t r a t e g i c F r a m e w o r k 4 9 3 .1 Pr inc ip les fo r Eco tour i sm 4 9 3 .2 Goa l s and Ob jec t i ves 4 9 3 .3 Approaches 5 0 4 . I n s t i t u t i o n a l A r r a n g e m e n t 5 2 4 .1 Coord ina t i ng and Focus ing Gover nment E f fo r t s 5 2 4 .2 Ro les o f EO 111 Bod ies 5 2 5 . N a t i o n a l E c o t o u r i s m P r o g r a m 5 6 5 .1 DOT/ DENR Componen t s 5 6 5 .2 Key Eco tour i sm S i t es 5 9 5 .3 P roduc t Deve lopment 6 2 5 .4 Mar ke t i ng and Promot ions 6 4 5 .5 Educa t ion and Advocac y 6 6 5 .6 Suppor t P r ogr ams 6 8 5 .7 Eco tour i sm Fund 6 9 5 .8 Mon i to r i ng and Ev a lua t ion 6 9 6 . A c t i o n P l a n s 9 6 7 . A p p e n d i c e s 1 0 1 Append i x 1 : Execu t i ve Order No. 111 s 1999 1 0 1 Append i x 2 : NEDC Reso lu t i on No. 2001 - 01 1 0 4 Append i x 3 : D i r ec to r y o f EO 111 Bod ies 1 0 8 Append i x 4 : Eco tour i sm Mar ke t i ng P lan 1 1 4 A C R O N Y M S A N D A B B R E V I A T I O N S A D B Asian Development Bank A I T Asian Institute of Tourism A S E A N Association of South East Asian Nations A S A Air Ser vices Agreement A S S E T Accessing Suppor t Ser vices and Entrepreneurial Technology B C O D Bureau of Cooperatives Development B I M P - E A G A Brunei Indonesia Malaysia Philippines - East Asian Growth Area C B C R M Community-Based Coastal Resource Management C B B E Community and Barangay Business Enterprise C B S T Community-Based Sustainable Tourism C D Community Development C D A Cooperatives Development Authority C I Conser vation International C I D A Canadian International Development Agency C I T I E S Convention on the International Trade in Endangered Species of Wild Flora and Fauna C O Community Organization C P P A P Conser vation of Priority Protected Areas Project C R M P Coastal Resource Management Plan / Project D E N R Depar tment of Environment and Natural Resources D I L G Depar tment of the Interior and Local Government D O S T Depar tment of Science and Technology D O T Depar tment of Tourism D T I Depar tment of Trade and Industry E C C Environmental Compliance Cer tificate E I A Environmental Impact Assessment E O Executive Order E T W G Ecotourism Technical Working Group F A S P O Foreign-Assisted Projects Office F I T Free and Independent Traveler G A S T Green Alliance for Sustainable Tourism G E F Global Environment Facility G I S Geographic Information System G N P Gross National Product G O P Government of the Philippines G P S Global Positioning System h a hectare H R A P Hotel and Restaurant Association of the Philippines H T I P Hotel Tourism Institute of the Philippines I P A F Integrated Protected Area Fund K K P Kabang Kalikasan ng Pilipinas L G S P Local Government Suppor t Program L G U Local Government Unit M O A Memorandum of Agreement M R Marine Reser ve 9 M T P D P Medium Term Philippine Development Plan N A I A Ninoy Aquino International Airpor t N C C A National Commission for Culture and the Ar ts N E A P Nature and Ecotourism Accreditation Program N E D A National Economic and Development Authority N E D C National Ecotourism Development Council N E P O National Ecotourism Program Office N E S National Ecotourism Strategy N E S C National Ecotourism Steering Committee N G A National Government Agency N G O Non Governmental Organization N I P A NGOs for Integrated Protected Areas N I P A S National Integrated Protected Area System N P F P National Physical Framework Plan N S O National Statistics Office N T O National Tourism Organization O B S T Olango Birds and Seascape Tour P Philippine Peso P A Protected Area P A L F Philippine Air lines Foundation P A M B Protected Area Management Board P A W B Protected Areas and Wildlife Bureau P C V C Philippine Convention and Visitor Center P D Presidential Decree P H I L T O A Philippine Tour Operators Association P R R M Philippine Rural Reconstruction Movement P S W O Provincial Social Welfare Officer P T A Philippine Tourism Authority P T O Provincial Tourism Officer R A Republic Act R E C Regional Ecotourism Committee R E T W G Regional Ecotourism Working Group S N S Save Nature Society T A Technical Assistance T E S D A Technical Education Skills and Development Authority T I B F I Tourism Industry Board Foundation Inc. T M P Tourism Master Plan T O R Terms of Reference U N D P United Nations Development Programme U N E P United Nations Environment Programme U N / F A O United Nations Food and Agriculture Organization U P University of the Philippines U S A I D United States Agency for International Development V F R Visiting Friends and Relatives W T T C Wor ld Travel and Tourism Council W T O Wor ld Tourism Organization W W F Wor ld Wide Fund for Nature (Wor ld Wildlife Fund) 1 Introduction 1 . 1 B A C K G R O U N D A N D R A T I O N A L E I n 1991, the Depar tment of Tourism in collaboration with the United Nations Development Programme (UNDP) and the Wor ld Tourism Organization (WTO), prepared the Philippine Tourism Master Plan (TMP). Among the objectives established by the TMP is the positioning of the Philippines as a wor ld-class tourism destination under the guiding principle of sustainable tourism development. In 1992, a National Tourism Congress took up this theme and the concept of “ecotourism” was introduced in the Philippines. Between 1994 and 1998, a series of regional seminars discussed the sustainable tourism and ecotourism concepts. This work culminated in a 1998 technical workshop during which the elements of a sustainable tourism development framework were identified and key issues defined. On 17 June 1999, Executive Order (EO) 111 was issued. This established aformal organizational structure for the development of ecotourism in the Philippines. EO 111 created a National Ecotourism Development Council (NEDC), composed of the Secretaries of Tourism, Environment and Natural Resources, Interior and Local Government, Trade and Industry, Finance, Education, the Secretary-General of the National Economic and Development Authority (NEDA) and representatives from the private sector and non-governmental organizations (NGOs). Under the NEDC, a National Ecotourism Steering Committee (NESC) and Regional Ecotourism Committees (RECs) were established to implement programs and activities approved by NEDC. EO 111 also called for an Ecotourism Technical Working Group (ETWG) to provide technical and administrative suppor t to the NEDC and the NESC. All of these bodies are refer red to collectively in this repor t as the “EO 111 Bodies.” As ar ticulated in EO 111, the following policies ser ved as bases for proposing a system to promote and develop ecotourism in the Philippines: • The State shall develop and promote sustainable tourism while enjoining the par ticipation of the Filipino people in enhancing the growth and competitiveness of the Philippine economy; and • The State shal l ensure the sustainable use, development, management, protect ion and conser vat ion of the countr y’s environment and natural resources and cultural her i tage for the enjoyment of the present and future generat ions. The EO 111, therefore, provides for the formulation of a national ecotourism strategy and program for the promotion and development of ecotourism in the Philippines. The National Ecotourism Strategy (NES) shall be prepared to provide an integrated management plan, which shall war rant a comprehensive direction for the future of 10 11 ecotourism in the country by recognizing issues and problems for its sustainable development and recommend feasible approaches in addressing these issues. The Strategy shall be formulated in consultation with concerned stakeholders in the environment and tourism sectors including indigenous peoples and local communities to be affected by ecotourism development. Other specific and urgent national imperatives to be addressed by the NES are: • Diversification of the Philippine tourism product mix in the light of cur rent downturn in visitor ar rivals; • Spreading tourism benefits to rural areas not only for employment generation and pover ty alleviation but also for the sustainability of the tourism industry; • Provision of an economic rationale for conser vation of natural and cultural sites to ensure the long-term sustainability of conservation management systems; • Promotion of wholesome styles of recreation in outdoor environments and provision of conser vation awareness and education programs outside the classrooms; • Creation of models that will demonstrate ways for local communities to engage in non exploitative and sustainable utilization of natural resources. To complement and suppor t the NES, a National Ecotourism Program (NEP) shall be developed. The NEP shall encompass the major aspects of ecotourism, which are 1) development, management and protection of identified ecotourism sites; 2) product enhancement and development; 3) environmental education and information campaign; 4) suppor t programs for community stewardship and livelihood development. The Fir st National Ecotourism Congress held in Bohol on 27-29 October 1999 defined ecotourism and its role in the promotion of sustainable development, management, protection and conser vation of the countr y’s environment, natural resources and cultural heritage. 1 . 2 T H E P L A N N I N G P R O C E S S A proposal was submitted by the Philippine Government to the New Zealand Government for technical assistance in the formulation of the NES. The New Zealand Official Development Assistance (NZODA) approved the Philippine proposal and consultants were contracted to work alongside the NESC and ETWG in the planning process. A National Ecotourism Program Office (NEPO) was established at the DOT to ser ve as homebase of the ETWG. Extensive regional ecotourism stakeholders’ consultation workshops were conducted by the ETWG as shown in Table 1-1 for the NES. These regional workshops were designed to allow key stakeholders the oppor tunity to contribute to the NES planning process from the outset. The workshops also provided the venue to elicit information and familiarize the ETWG with ecotourism in the regions. Based on the workshops and site visits, members of the ETWG prepared the situation analysis section of the NES (Section 3). Table1-1: Regional Ecotourism Stakeholder Consultation Workshops in 2001 CAR - 2 August, Baguio City Region VII - 20 June, Tabilaran City Region I - 18 August, San Fernando City Region VIII - 29 June, Tacloban City Region II - 20 June, Tuguegarao City Region IX - 5 September, Zamboanga City Region III - 23 August, Angeles City Region X - 26 April, Cagayan de Oro Region IV A - 19 September, Tagaytay City Region XI - 2 May, Davao City Region IV B - 23 August, Puer to Princesa Region XII - 13 September, Cotabato City Region V - 20 June, Legaspi City CARAGA - 26 April, Cagayan de Oro Region VI - 21 June, Iloilo City The Bohol Congress definition of ecotourism was used as the star ting point in building a shared vision on how to develop styles of tourism that conform to the ideals implied by that definition. Among the outputs of the regional workshops was an inventory of ecotourism products, packages and markets. A National Ecotourism Planning Workshop was held at Clark Airbase in Pampanga on 27 – 28 November 2001 and attended by 85 members of EO 111 Bodies to: • discuss the elements of the proposed NES based on the issues and concerns identified by the stakeholders during the regional ecotourism stakeholder consultation workshops; • select key ecotourism sites based on the identified list of areas in the regional workshops; and • develop an action plan for the proposed NES. The key results of the National Ecotourism Planning Workshop were contained in the Preliminary Draft NES, which was circulated and used by the RECs to generate stakeholder feedback. 12 13 2 Situation Analysis 2 . 1 P O L I C Y C O N T E X T 2 . 1 . 1 T O U R I S M A N D E C O N O M I C G R O W T H T ourism in the Philippines accounts for 8.7 percent of Gross Domestic Product (GDP) and generates approximately five million jobs. Recently, tourism has achieved a higher level of priority within GOP economic policy. President Gloria Macapagal-Ar royo has elevated tourism to a senior cabinet post. The Medium Term Philippines Development Plan (MTPDP) 2001-2004 now features a separate chapter on tourism and its contribution to the economy. Tourism is seen as a means to achieve national objectives centered on pover ty alleviation, employment generation and infrastructure strengthening. The chapter on tourism in the MTPDP is based on information in the Philippine Tourism Master Plan (TMP) for the period 1991-2010, and the President’s pronouncement identifying tourism as one of the pillars of the country’s economic recovery program. The main goals of the TMP are to: • Optimize the contribution of tourism to economic growth at the national and regional levels. • Enhance and contribute to social cohesion and cultural preservation at the local level. • Develop tourism on an environmentally sustainable basis. • Develop a diversity of destinations, attractions and markets to minimize exposure to external threats to the tourism industry. A 1999 assessment of the TMP’s implementation revealed that major policy shifts were evident in the areas of transpor tation and infrastructure, while those of human resources, marketing and other areas had yet to be fully achieved. In the transpor tation sector, EO 219 liberalized international and domestic aviation policy. This policy opened market access to new players on domestic routes, thus, improving the accessibility of major tourism destinations at competitive prices with better quality ser vice. Airpor ts were upgraded and new gateways were opened in Luzon (Laoag, Subic and Clark), Visayas (Mactan-Cebu) and Mindanao (Davao, Zamboanga and General Santos). Water transpor t was expanded with the issuance of EO 185, which opened the domestic water transpor t industry to new operators and investors. Recognizing the impor tance of the environment to the tourism industry, the TMP also espoused a set of principles to aid tourism planning and development at the national, regional and local levels. These principles include: • Environmental sustainability which ensures that the present use of the environment and its resources are maintained at a level that does not prejudice the ability of future generations to similar ly use these resources and meet their own needs. • Ecosystem linkages that ser ve as a basis for the establishment by legislation or a joint management procedure for both ter restrial and adjacent coastal tourism areas. • Ecological interactions or the recognition of the intrinsic connection between sustainable use of living resources and protecting ecological processes. • Multiple use zones that allow the maximum variety of uses consistent with conser vation and acknowledging nature-based limitations in the pursuit of development. • Effective integration of environmental and socio-economic consideration into the decision-making process (“sound ecology is good economics”). The TMP advocates the concept of sustainable development through the implementation of appropriate policies and strategies to protect areas with high environmental and cultural sensitivity while at the same time providing livelihood to local community and enhancing the quality of visitor experience. 2 . 1 . 2 E C O T O U R I S M P O L I C Y Anchored on the TMP and Philippine Agenda (PA) 21, a sustainable tourism development framework was prepared by DOT in 1998, providing for ecotourism as a form of tourism that can sustainably use natural and cultural resources while providing employment oppor tunities for local communities. At that time, collaborations between DOT and other agencies such as the Protected Areas and Wildlife Bureau (PAWB) of DENR, the National Commission for Culture and the Ar ts (NCCA) and the National Museum were to be instigated with the aim of fostering ecotourism. Building on these initiatives, EO 111 issued in 1998 provided the basis for a formal par tnership between DOT and DENR, and other agencies, to develop and promote ecotourism. EO 111 also established an institutional framework and mechanism for the integrated development of ecotourism. The objectives of EO 111 were fur thered by the National Ecotourism Congress in Bohol in 1999 that adopted a national policy and definition of ecotourism. 2 . 1 . 3 P R O T E C T E D A R E A S P O L I C Y In 1992, RA 7586 was passed providing for the establishment and management of a National Integrated Protected Area System (NIPAS). The NIPAS law also provides for the establishment of buf fer zones and other multiple use zones inc luding ecotourism. Zoning recognizes the role of tourism in protection, development and management of protected areas. Tourism activit ies, par ticular ly ecotourism, are permitted in “recreational zones” to provide benefits to local residents as well as enable visitor s to appreciate the beauty of nature. Along these l ines, DOT and PAWB have teamed up to develop a meaningful policy. The NIPAS law mandates the establishment of a Protected Area Management Board (PAMB) to plan and administer the protected area, approve implementation proposals and work plans, delineate boundaries, and promulgate rules and regulations for their conservation, protection and management. Relevant policies on cave management are governed by RA 9072, the National Caves and Cave Resources Management and Protection Act. RA 9147, the Wildlife Resources Conservation and Protection Act, is also a policy consideration for ecotourism activities. 14 15 2 . 2 A G E N T S O F D E V E L O P M E N T 2 . 2 . 1 M O T I V A T I O N S F O R I N V O L V E M E N T There are a wide range of individuals and organizations involved in activities associated with planning, developing and marketing ecotourism. Their involvement in ecotourism is motivated by a variety dif ferent interests, ranging from the need to conser ve natural resources, develop local communities and alleviate pover ty, to providing an economic rationale for utilizing protected areas. 2 . 2 . 2 O R G A N I Z A T I O N S I N V O L V E D I N E C O T O U R I S M N a t i o n a l G o v e r n m e n t DOT is mandated by EO 120 to ensure that tourism’s economic benefits are dispersed to a wider segment of the population. The DENR is mandated by EO 192 to conser ve, manage and develop the Philippines’ environment and natural resources including its ter ritorial waters and lands of public domain. The DENR oversees bureaus that ensure the sustainable management of natural areas. The PAWB is the bureau under the DENR concerned with the establishment and effective management of the Integrated Protected Areas System. The Environmental Management Bureau (EMB) is concerned with matters relating to environmental management and pollution control. There are additional national government agencies whose suppor t is essential to ecotourism, namely: • Depar tment of Education – to raise awareness of the need for environmental protection and cultural heritage protection, and to foster social cohesion and national unity among Filipinos. • Depar tment of the Interior and Local Government (DILG) – to ensure that LGUs play a key role in developing ecotourism programs. • Depar tment of Finance – to develop an incentive program for ecotourism to stimulate local communities and the private sector. • Depar tment of Trade and Industry – to foster the development of indigenous products that can be promoted and marketed internationally. • National Commission on Indigenous People (NCIP) – to help ensure the needs of local people are incorporated in ecotourism planning. • National Commission for Culture and the Ar ts (NCCA) – to suppor t conser vation of the cultural heritage resource base of ecotourism. • National Economic and Development Authority (NEDA)– to provide the policy and enabling climate for ecotourism to develop in consonance with PA 21. Non-Governmental Organizations While government provides the policy framework, there are many non-government agents that have contributed to the actual groundwork of ecotourism. Often working largely independent of government, these organizations collaborate with each other and have secured suppor t from international sources to implement various ecotourism programs. Non-governmental organizations (NGOs) of the Philippines star ted developing ecotourism projects in the 1980s when “ecotourism” first became a buzzword among conservation groups throughout the world. Key NGOs involved in the development of ecotourism include: • Philippine Rural Reconstruction Movement (PRRM). Under its “EcoDev Tour” program, PRRM has developed nature tours in Ifugao, Marinduque Island and Camiguin. • World Wildlife Fund (WWF) Philippines (Kabang Kalikasan ng Pilipinas - KKP) is an environmental organization committed to reverse the accelerating degradation of the environment. The KKP is involved with ecotourism programs in Tubbataha, Donsol, Pamilacan Is. and Tur tle Islands. • Conser vation International (CI) helps in the protection of ecosystems and improving the quality of life of local communities. CI has recently been involved with ecotourism in the Nor thern Sier ra Madre and Palawan. • Voluntary Services Overseas (VSO) Philippines provides long-term practical assistance to both government and NGOs working on issues that face the urban and rural people throughout the country. The key areas that VSO are working include community-based resource management, enterprise development as well as education and communication. • Accessing Suppor t Services and Entrepreneurial Technology (ASSET) provides assistance to various organizations to build their capacity as agents of social change and managers of people-driven development. ASSET is a founding member of the Philippine Community based Sustainable Tourism (CBST) Association It is implementing projects in Bohol, Palawan, Cebu, Davao, Camiguin, Ifugao, El Nido, Marinduque and Bataan. • Haribon Foundation works for biodiversity conser vation and sustainable resource management. Its mission includes the promotion of community-based management strategies and Haribon has under taken programs in Mt. Isarog, Masinloc (Zambales), Bolinao (Pangasinan) and Getafe (Bohol). • El Nido Foundation is a social development organization that seeks to improve the quality of life in El Nido while at the same time preser ving the area’s natural integrity through community-based effor ts and par tnerships in conser vation and sustainable util ization of resources. G o v e r n m e n t C o r p o r a t i o n s • The Philippine Tourism Authority (PTA) is attached to DOT as its implementing arm for physical development. The PTA has set aside a special fund for environmental projects related to ecotourism. Examples include the conser vation of Chocolate Hills Natural Monument and endangered tarsiers in Bohol, and the propagation of giant clams and rehabilitation of coral reefs in the Hundred Island National Park. • The Philippine Convention and Visitors Corporation (PCVC) is attached to DOT and is responsible for international tourism marketing and promotion. P r i v a t e S e c t o r Compared with other ASEAN countries, the Philippines is lagging behind its neighbors in private sector ecotourism development and promotion. There are relatively few specialized ecotourism operators in the Philippines such as the Ten Knots Corporation’s El Nido Resor ts (owned by the Asian Conservation Corporation), some dive operators and a handful of adventure operators. 16 17 L o c a l G o v e r n m e n t U n i t s ( L G U s ) In accordance with the Local Government Code of 1991 (RA 7160) a number of LGUs have already linked up with DOT, DENR, NGOs and the private sector to under take community-based sustainable tourism projects. LGUs are universally recognized as potential key players in the successful development of ecotourism in the Philippines. Some LGUs have collaborated with media and outdoors clubs to promote greater consciousness to protect the environment and cultural heritage. Several LGUs have won awards from national and international bodies for their effor ts to promote environmental protection, conser vation and management. For example, Baguio City’s Eco-Walk was under taken by the LGU in close cooperation with the media, DENR, NGO and local organizations. Palawan has been cited as an ideal ecotourism site, par tly due to the LGUs active role in protecting the environment through advocacy and dialogues with communities and stakeholders. LGU initiatives in Bohol have helped make it an ideal site for ecotourism. The successful dolphin and whale-watching tour in Bais, was spearheaded by the LGU in tandem with NGOs. I n t e r n a t i o n a l O r g a n i z a t i o n s a n d B i l a t e r a l A r r a n g e m e n t s . International agencies have launched various programs to promote ecotourism as a means to save degrading natural resources. Examples include Olango Island Wildlife Sanctuary where USAID has extended financial and technical suppor t to DENR’s Coastal Resources Management Program (CRMP). The Wor ld Bank’s Global Environment Facil ity (GEF) has allocated US$8 mill ion to fund alternative livelihood in ten priority protected areas under the Conser vation of Priority Protected Area Project (CPPAP) of DENR. The NGOs for Integrated Protected Areas (NIPA) which is managing CPPAP has signed a memorandum of agreement with DOT. Other organizations with programs that involve aspects of ecotourism include UNDP, European Union (EU) and Wor ld Tourism Organization (WTO). Spain has provided bilateral assistance to PRRM to implement their ecotourism program in Camiguin Island. NZODA is providing technical assistance for the formulation and implementation of the National Ecotourism Strategy. O u t d o o r A s s o c i a t i o n s Educational and outdoor recreational groups have actively suppor ted ecotourism with a view to building greater awareness and commitment to environmental protection. Special interest activities such as bird, dolphin and whale watching have developed a niche market for local travelers. Outdoors recreational programs such as whitewater rafting, kayaking, mountain climbing, mountain biking, canopy walk and cave exploration have gained popularity among domestic travelers, especially students and young professionals. These programs are suppor ted by outdoor recreational organizations such as clubs and associations. Popular ecotourism programs include caving, river running and trekking in Callao Caves (Tuguegarao), Alayan Caves (Nueva Vizcaya) and on Mt. Pinatubo. 2 . 2 . 3 I S S U E S A N D C O N C E R N S Despite some success, there are still a number of constraints that inhibit the organizations involved to fur ther develop and promote ecotourism. These constraints, ar rived at during the Regional Ecotourism Stakeholders Consultation Workshops, include: P l a n n i n g • Little effor t is given to encourage greater private sector par ticipation in the management of protected areas in par tnership with local communities. • The abilities of local communities are over-estimated. Local ownership and par ticipation are desirable and necessary, but they often exhibit a limited degree of the necessary skills and business acumen. • Conflicting and divergent roles of government, private sector and NGOs sometimes cause confusion among local communities. I m p l e m e n t a t i o n a n d O p e r a t i o n • Entry fees to conservation areas are not enough to suppor t operational expenses and expansion programs that could enhance the quality of experience and attract more visitors. • Earnings from licenses and gate receipts are sometimes deposited with central authorities and thus are no longer available to finance local nature conservation or facilities’ improvement. • Local populations often lack the necessary know-how, experience and financial resources. • Local labor forces cannot take on qualified jobs because of the low level of training, education and skills. • Tourism potential is sometimes over-estimated because of lack of realistic feasibility or market studies. M a r k e t i n g • Private sector and other relevant organizations are ignored instead of being included for their professionalism and understanding of markets. • Linkage with the tourism industry, par ticular ly tour operators, wholesalers and marketing agents needs significant strengthening. 2 . 2 . 4 I N S T I T U T I O N A L F R A M E W O R K To address these concerns, DOT and DENR have worked together to evolve the par tnership needed to jump-star t ecotourism awareness and cooperation. EO 111 laid down an institutional mechanism for ecotourism and institutionalizes par tnerships among the three impor tant stakeholders - namely, government, business and civil society – in the EO 111 Bodies. The selection of representatives from the private sector and NGOs to the EO 111 Bodies was under taken based on a set of criteria that emphasize commitment to sustainable tourism development. The vital roles of indigenous peoples and the academic community in planning, managing, monitoring and advocating for ecotourism were also recognized by representation on the NEDC and NESC. 18 19 The policy and institutional environment has thus been largely established and a wide range of individuals and organizations are now formally associated with ecotourism at the national and local level. It is intended that the EO 111 Bodies also ser ve as a catalyst to bring together other agents of development to collaborate and cooperate towards developing and managing ecotourism. The Regional Ecotourism Stakeholders Consultation Workshops suggested a few final steps that could fur ther enhance the policy and institutional framework. These included: • Harmonize existing programs and projects at the local level building on the Bohol Congress definition of ecotourism. • Institutionalize EO 111 through national legislation. • Provide financing and technical assistance to small ecotourism enterprises. • Develop standards and accreditation programs for a variety of ecotourism products to ensure the consistent quality of visitor experience. • Establish a network of ecotourism practitioners through the formation of a Philippine Ecotourism Communications Network. • Provide technical and financial assistance to small-scale ecotourism enterprises by linking them with a network of practitioners and financing institutions. • Create a permanent unit within DOT and DENR to handle the coordination of ecotourism activities, dissemination of information, and sharing of experiences among individuals and organizations involved in ecotourism. • Establish Regional Ecotourism Technical Working Groups (RETWG) to assist the RECs car ry out their mandate in EO 111. • Provide policy suppor t through national and local incentives, as well as financing and matching grants for ecotourism projects. • Integrate ecotourism in overall policies and programs at the local level, par ticular ly in disseminating information, enhancing awareness and education. 2 . 3 N A T U R A L R E S O U R C E B A S E 2 . 3 . 1 N A T U R A L R E S O U R C E S F O R E C O T O U R I S M Throughout the process of preparing the NES, the natural resource base has been analyzed in terms of its potential and significance for ecotourism. The culmination of the assessment takes the form of Banner Sites, Key Ecotourism Sites and Emerging and Potential Ecotourism Sites, all of which are presented in Section 4 below. With just over 7,000 islands, the Philippines or “Pearl of the Orient Seas” is the world’s second largest archipelago after Indonesia’s 17,000 islands. Along with Malaysia, Indonesia, Borneo and Papua New Guinea, the Philippines forms the Coral Triangle, the most diverse marine habitat of the tropics. The reefs of the Sulu and Sulawesi seas are home to about 580 of the world’s 793 species of reef-building corals, compared to just 50 in the Caribbean and 300 in the Great Barrier Reef. There are over 19 identified species of marine mammals and 1,200 varieties of reef fish, including the plankton-feeding whale shark, the world’s largest fish. The natural resource base for ecotourism also encompasses wetlands, volcanoes, rugged cliffs, craggy seascapes, and serene lakes harboring a rich variety of plants and animals. In the forest, fields and mountains about 500 species of birds have been recorded, of which 172 species are found only in these islands. The Philippines ranks fifth in the wor ld and second in Asia, next to Indonesia, in terms of its number of endemic animals. Among plant rich countries, the Philippines ranks 25th in the wor ld and eighth in Asia. The Philippines is considered both a mega-diversity country and one of the world’s highest priority hotspots for the conservation of nature. Despite current high levels of biodiversity, the country’s natural resources are a legacy of rapid rates of depletion. Forest cover has been reduced from more than 50 percent to less than 24 percent over a 40-year period (1948 to 1987). Less than five percent of the country’s coral reefs remain in excellent condition, and an estimated 50 percent of national parks are estimated to be no longer biologically impor tant (Philippines Biodiversity Action Plan 1997). Over the last decade, both coastal and terrestrial conservation programs have helped slow the rate of species decline and habitat destruction in some areas. There are now encouraging signs that coral reefs are star ting to recover in selected locations (such as Negros Oriental, Bohol and Batangas). 2 . 3 . 2 SUMMARY OF VOLCANO, FOREST AND MOUNTAIN ATTRACTIONS Along with Japan, Hawaii, New Zealand and Vanuatu, the Philippines is the only other country on the Pacific “Rim of Fire” that provides the chance of seeing active volcanoes. During the last decade, the eruptions of Pinatubo and Mayon, Kanlaon and other volcanoes have turned them into increasingly popular natural attractions for domestic and overseas visitors. A commercial trekking operation has been established on Mt. Pinatubo and local amateur guides are available for hire at Mts. Mayon, Kanlaon and Taal. Mt. Taal is the most visited volcano, being located only two hours drive from Manila. Volcano, forest and mountain attractions range from accessible forested areas such as Bataan National Park near Subic to that of the 400,000 hectare expanse of Nor thern Sier ra Madre Natural Park in nor th east Philippines. The volcanoes, forests and mountains which to date have had a focus on resource protection and ecotourism include: • Camiguin Island • Kanlaon Natural Park • Mayon Volcano Natural Park • Mt. Apo Natural Park • Mt. Guiting-Guiting Natural Park • Mt. Isarog National Park • Mt. Kitanglad Range Natural Park • Mt. Makiling National Park • Mt. Pinatubo • Mt. Pulag National Park • Nor thern Sier ra Madre Natural Park • Taal Volcano / Tagaytay Currently, the mountains and volcanoes of the Philippines have limited appeal to overseas visitors when compared with those found in other ASEAN destinations such as Malaysia, Indonesia, Thailand, Laos and Vietnam. This can be explained by a number of factors including a lack of marketing, products and services, proximity to major gateways and security concerns. 20 21 The volcanoes, forests and mountains of the Philippines are characterized by a number of other relevant issues: • Trekking and climbing products and ser vices are limited, and generally run by enthusiastic amateur groups of local climbers rather than full-time professional mountain guides. There is an oppor tunity to develop a small, professional outdoor industry based on volcano and mountain trekking. • Arbitrary restrictions on the number of visitors allowed to some volcanoes, forests and mountains discourages visitation and reduces potential local benefits (e.g. closure of the main access to Mt. Apo due to track erosion, limits on the number of climbers to Mt. Kanlaon and Mt. Isarog etc.). • Emergency response ser vices are limited. • I l legal logging, shifting cultivation, land tenure and access disputes among local communities continue to place pressure on native forest areas. For the domestic market, the volcanoes, mountains and forests of the Philippines have increasing significance as places to escape crowded cities and experience natural scenery. Outdoor endurance events (such as the Mt. Pinatubo Adventure Race) and non competitive group climbs are helping to raise the profile of the country’s mountains and volcanoes. Future demand is likely to be dominated by the domestic market. 2 . 3 . 3 S U M M A R Y O F C O A S T A L A N D M A R I N E A T T R A C T I O N S The coastal and marine attractions of the Philippines are well known internationally and have the potential to become wor ld class ecotourism products. In terms of market profile, they are already the fur thest ahead, except perhaps the Cordillera Rice Ter races, which has high recognition overseas. Coastal-based ecotourism includes activities such as scuba diving, snorkeling, sea kayaking, marine mammal viewing, etc. The conventional beach resor t image of the Philippines is still strong in ASEAN, Australia, Europe and US markets. Destinations such as Boracay and Cebu remain the core of beach-based tourism in the Philippines. There are, however, a number of other destinations that are emerging with impor tant ecotourism potential. Key examples include: • Apo Island Protected Landscape and Seascape • Apo Reef Natural Park • Bohol, Visayas • Coron Island, Palawan • Donsol, Sorsogon (whale shark encounters) • El Nido Managed Resource Protected Area • Hundred Islands National Park • Olango Island Wildlife Sanctuary - Birds and Seascape Tour • Siargao Protected Landscape and Seascape • Tañon Strait Protected Seascape • Tubbataha Reef National Marine Park • Tur tles Island Wildlife Sanctuary The most successful ecotourism products in the Philippines are currently based on coastal or marine resources. Whale shark encounters have recently been established at Donsol; whale and dolphin watching is operating successfully in the Tañon Strait from Bais; diving in Tubbataha helps to generate funds for the management of Tubbataha Wor ld Heritage Site; the Olango Island Birds and Seascape Tour is helping to protect an internationally impor tant wetland and bird sanctuary; and El Nido Resor ts in Palawan are actively involved with community development and conservation of the El Nido Managed Resource Protected Area. There are oppor tunities to enhance existing products, and to ensure new attractions involve local people in tourism benefits and ensure there is a conservation element. Although some of these examples are relatively small-scale, they i l lustrate the potential for the Phil ippines to build on a reputation for diver sifying tradit ional styles of coastal tourism into styles that actively suppor t the conser vation of coastal and marine resources. The main issues related to ecotourism in coastal and marine areas that emerged during the Regional Ecotourism Stakeholders Consultation Workshops include: • I l legal fishing, damage to coral reefs, and pressure on icon species such as whale sharks and manta rays. • Quality and safety are impor tant in skilled operations such as scuba diving. • Involving local people both directly and indirectly in tourism benefits. • Fishermen and other locals who have become tour guides require intensive and on-going training in English language, ecotourism principles and practices, tour guiding and safety. • Strong links are required between coastal marine ecotourism ventures and mainstream beach tourism in the Philippines. 2 . 3 . 4 S U M M A R Y O F L A K E , R I V E R A N D W E T L A N D A T T R A C T I O N S Lakes and wetlands in the Philippines are impor tant feeding and wintering grounds for migratory birds from Siberia, Japan, Australia and Southeast Asia. Wetlands provide bird watching, scientific study and culture-orientated oppor tunities. As such, they are well suited for niche markets. Some of the major rivers in the Philippines are receiving increasing use for commercial and non-commercial rafting, tubing and kayaking. None of these can be considered icon products as yet, but it is noted that rafting on the Cagayan and Chico Rivers in nor thern Luzon, has achieved a good level of market awareness in middle to upper Filipino income earners and the expatriate community in Manila. Lakes, rivers and wetlands with existing or emerging ecotourism potential include: • Agusan Marsh Wildlife Sanctuary, Nor th East Mindanao • Bulusan Lake, Bicol Region • Cagayan de Oro River, Mindanao • Cagayan River, Nor th East Luzon • Chico River, Nor th East Luzon • Lake Danao Natural Park, Leyte • Sibulan River, Davao, Mindanao River running in the Philippines is being seen as an increasingly impor tant oppor tunity for the development of a professional outdoor industry. It has the potential to sit alongside other professional outdoor industries such as diving. Cur rently, almost all river running equipment such as rafts and kayaks has to be impor ted. A Handbook for Whitewater Rafting and regulations for accreditation are cur rently proposed by DOT. 22 23 Relevant issues for river and lake based ecotourism in the Philippines that arose during the Regional Ecotourism Stakeholders Consultation Workshops include: • Establishment of standards, accreditation and an industry association for river running activities. • Monitoring and management of tourism ventures in sensitive sites such as Agusan Marsh. • Development of a retail industry (Outfitter Association) to suppor t the growing demand for river running. 2 . 3 . 5 S U M M A R Y O F C A V E A T T R A C T I O N S Caves are found throughout the Phil ippines in relatively young kar st landscapes. They are popular with domestic visitor s but cur rently hold l imited appeal for international markets. Caves in competing ASEAN destinations such as the Mulu Caves in Sarawak Malaysia are more spectacular, and have well established faci l it ies and f lows of international visitor s. In the Phil ippines, the Puer to Princesa Underground River is the only cave system that has the features, ser vices and faci l it ies that cater for both domestic and international visitor s. Other impor tant examples of caves in the Phil ippines inc lude: • Alayan Caves System at Malabing Valley • Callao Caves and Peñablanca Protected Landscape, Cagayan • Sagada Caves, Luzon • Sohoton Natural Bridge National Park, Samar Relevant issues for cave tourism in the Philippines arising from the Regional Ecotourism Stakeholders Consultation Workshops were: • On-site information on the natural and cultural history of the caves would enhance the visitor experience and understanding of the cave systems. • Information via local guides, signs and brochures may also help to manage the cur rent levels of damage to cave formations. • The Philippine Cave Guides Association is an amateur organization that needs suppor t in order to establish a professional cave guiding industry. The Association, in cooperation with DOT, has been instrumental in establishing cave guiding standards in the Philippines. 2 . 3 . 6 S U M M A R Y O F N A T U R E - B A S E D C U L T U R A L A T T R A C T I O N S Three outstanding examples of cultural landscapes have been identifiedduring the NES study: • Batanes Protected Landscape and Seascape • Cordillera Rice Ter races • Lake Sebu Protected Landscape Of the three, only the Cordillera Rice Ter races in Ifugao have well-established tourist f lows. The scenic beauty and cultural attractions of Lake Sebu in South Cotabato was becoming established as a tourism product before the security situation deteriorated in Southern Mindanao. Batanes is well suited for high yield but small niche markets. Trekking in the rice ter races could also become a high yield, low volume icon product. 2 . 3 . 7 M A N A G E M E N T A N D A D M I N I S T R A T I O N O F N A T U R A L R E S O U R C E B A S E F O R E C O T O U R I S M Almost all the natural attractions for ecotourism in the Philippines are managed under the National Integrated Protected Areas System (NIPAS) Act. The Act is administered through DENR and its Protected Areas and Wildlife Bureau (PAWB). Although over 200 units of land or water have some form of protected area status, the NIPAS legislation provides the main institutional framework by which many stakeholder groups play a role in nature conser vation and ecotourism. A Protected Area Management Board (PAMB) system has endeavored to realize two impor tant objectives for the government: strengthening local governance and fostering effective par tnerships between the government and civil society in resource and protected area management. The PAMB, which is the policy-making body at the site level, exercises management super vision over each protected area in association with DENR’s protected area superintendents and staff. Issues associated with ancestral domains, many of which occur within and around protected areas, are addressed by the indigenous peoples’ representatives on each PAMB. Protected areas in the Philippines are in general poor ly funded. An Integrated Protected Area Fund (IPAF) enables PAMBs to build up funds through entry fees and commercial licenses that in turn goes towards management of the protected areas. However, only a por tion of PAMB revenues is retained at PAMB level, thus reducing the incentive for revenue generation. The rest is returned to the national government. Most commercial concessions or license fees are set at low levels. There appears ample oppor tunity for ecotourism to make a more substantial financial contribution towards the cost of managing protected areas. Apar t from the EU and GEF programs, very few funds are allocated to managing visitors in protected areas. Facilities such as walking tracks, picnic areas, comfor t rooms and signs have been provided by DENR but considerable suppor t for additional facilities and ser vices such as information and accommodation has come from LGUs and the Philippine Tourism Authority (PTA). Out of the 200 or so protected areas, 18 have been given the highest priority through two externally funded programs. These sites also offer some of the best potential for ecotourism within the protected area system. Eight sites are suppor ted by the National Integrated Protected Area Program (NIPAP), a special project of DENR assisted by a grant from the European Union (EU). These include: • Coron Island, Palawan • El Nido Managed Resource Protected Area, Palawan • Malampaya Sound Protected Landscape and Seascape, Palawan • Mt. Guiting-Guiting Natural Park, Sibuyan Island, Romblon • Mts. Iglit-Baco National Park, Mindoro • Mt. Isarog National Park, Camines Sur • Mt. Malindang National Park, Misamis Occidental • Mt. Pulag National Park, Ifugao, Nueva Vizcaya Ten other sites are assisted by the Conser vation of Priority Protected Areas and Conser vation Project (CPPAP), a joint project of DENR and NGOs for Integrated Protected 24 25 Areas (NIPA), with funding assistance from the Global Environment Facility (GEF) Wor ld Bank. These include: • Agusan Marsh Wildlife Sanctuary • Apo Reef Natural Park • Batanes Protected Landscape and Seascape • Bataan National Park • Kanlaon Natural Park • Mt. Kitanglad Natural Park • Mt. Apo Natural Park • Nor thern Sier ra Madre Natural Park • Siargao Protected Landscape and Seascape • Tur tle Island Wildlife Sanctuary All 18 sites have rudimentary management plans that have been prepared by the PAMBs with suppor t from DENR / PAWB and some Local Government Units (LGUs). The LGUs usually provide administrative and logistical suppor t in project implementation as well as law enforcement. Other national government agencies provide technical suppor t to the LGUs and PAMBs in biodiversity conser vation and assistance in law enforcement within their jurisdictions. For instance in Mt. Guiting-Guiting Natural Park, the Philippine National Police, Philippine Maritime Police and Coast Guard and the Philippine Air Force are involved in law enforcement. Although the main focus for the 18 sites to date has been on the conser vation of nature, this has recently begun to be broadened to include livelihood projects, some involving ecotourism. The preparation of the NES is thus timely for protected area management in the Philippines. The most impor tant issues at the interface of ecotourism and protected area management that arose during the Regional Ecotourism Stakeholders Consultation Workshops are: • Slowing the rate and extent of habitat destruction through the development of ecotourism livelihood projects. • Adequately strengthening the PAMBs, DENR / PAWB and LGUs so they can provide suitable visitor facilities and ser vices. • Using pragmatic approaches for managing concerns over the car rying capacities for many protected areas. • Building par tnerships between central and local government, communities and the private sector so that ecotourism livelihood projects are commercially viable. The economic alternatives of il legal logging and other extractive uses are far too attractive unless ecotourism can be proven as a realistic alternative. • Law enforcement issues need to be resolved between the national government, PAMBs and LGUs, and PAMB and LGU capacity increased so that ecotourism areas can be more effectively managed. • Ecotourism planning should involve indigenous peoples, consider existing guidelines set by indigenous peoples for visitors entering their domain areas, and respect for their indigenous management plans. 2 . 3 . 8 I M P L I C A T I O N S F O R E C O T O U R I S M Table 2-3 is presented as a summary of Section 2.3. Ta b l e 2 - 3 : S u m m a r y Ta b l e o f t h e N a t u r a l R e s o u r c e B a s e f o r E c o t o u r i s m D e v e l o p m e n t i n t h e P h i l i p p i n e s Category Opportunities Issues and Constraints Possible Solutions Environmental •Slowing of habitat destruction 1) Lack of resources for key agencies Dedicate ecotourism funds within through ecotourism 2) More successful ecotourism GOP’s allocation to DENR Focus products needed external funding on priority protected areas Management •Development of a professional •More personnel trained in ecotourism Training Program for PAO & approach to managing protected and protected area management; PAMB on ecotourism/resource areas for ecotourism •Dominance of amateur organizations management. •Establish a voluntary movement involved with providing ecotourism GOP and external funding suppor t to assist in management of services; for development of a professional protected areas ecotourism industry. •Development of a professional ecotourism industry Socio-economic •Recreational and educational •Dedication and cooperation required Raise awareness of the potentials oppor tunities to improve to establish successful ecotourism and pitfalls of ecotourism for quality of life operations; local communities. •Increased employment •Conflicting interests in resource Focus on practical and realistic •Increased revenues from utilization.examples. ecotourism activities. Adopt appropriate zoning instruments for resource allocation within and around protected areas. Cultural •Enrichment of cultural practices, •Perceived threat to indigenous Well structured awareness values and indigenous knowledge culture from tourism workshops and/or training; •Possible or enhanced par tnership •Possibility of exploitation of IPs Focus on relevant practical between the indigenous peoples examples from elsewhere in the (IP) and other stakeholders Philippines. •Improvement in IP’s living condition. Institutional •Promote multi-sectoral •Overlapping mandates of central par tnership/collaboration for and local government (“turf” issues) Harmonize policies to complement ecotourism in protected areas projects/activities. 2 . 4 C U L T U R A L R E S O U R C E B A S E 2 . 4 . 1 C U L T U R A L R E S O U R C E S F O R E C O T O U R I S M Ecotourism often combines cultural and natural resources in one product. For example, rafting the Chico or Cagayan Rivers becomes more than just an adventurous activity for overseas visitors or expatriates when villages are visited and stories told by local guides. Similar ly, marine wildlife trips in the Tañon Strait are enhanced with stories of how local communities are working together to protect dolphins and whales. Beyond “warmth and friendliness” and “hospitality and kindness”, the unique features of Filipino culture have not been fully emphasized as a tourism resource to motivate and attract overseas travelers to visit the Philippines. Business, visiting friends and relatives (VFR), general beach holidays and sightseeing remain the dominant travel motivations for the majority of visitors. 26 27 While there are dist inct ive examples of Fi l ipino culture (such as fest ivals, f iestas, dancing, museums, churches, handicrafts, ar twor k and authentic tradit ional vi l lages) the range of potential products is not matched to any great extent by visitor s coming primari ly in search of Fi l ipino culture. Some unique features of Fi l ipino culture are no doubt noticed by visitor s, but this tends to show as “warmth and fr iendl iness” in mar ket sur veys. By contrast, the domestic travel mar ket is highly geared towards fest ivals, f iestas, regional cuisine and, to a lesser extent, museums and cultural ecotourism products. Within this backdrop, it is impor tant to consider the special characteristics of Filipino culture that can be integrated into ecotourism products. 2 . 4 . 2 K E Y C U L T U R A L R E S O U R C E S Key cultural resources with current or potential adaptation for ecotourism are: • Festivals and events • Traditional villages • Museums and cultural repositories • Handicrafts, ar ts and crafts • Local cuisine A summary of these key cultural resources by region is provided in Table 2-2. It il lustrates that festivals and events are still a major feature in the celebration of culture and the delivery of this to visitors in the Philippines. Museums are another impor tant component followed by handicrafts, and ar ts and crafts outlets. Cultural villages, specially recreated for visitors, are not widespread. This may be indicative of market trends whereby visitors (domestic and international) prefer access to living villages and more authentic cultural experiences. 2 . 4 . 3 F E S T I V A L S A N D E V E N T S Fiestas have a central role in daily life in the Philippines. One of the conditions that facilitated the conquest of the Philippine archipelago by its Spanish colonizers was the amorphous nature of the society, composed of small kinship units known as barangays. The fiesta became the ir resistible magnet that drew the entire scattered population to the principal settlements where the parish churches were located at least three times a year : Holy Week, Corpus Christi, and the feast of the local patron saint. In modern economic terms, the fiesta represents four industries: leisure, travel, restaurant and enter tainment. In his book “Fiesta,” anthropologist Alejandro Roces points out that “the lifeblood of the fiesta is the suppor t of the traditional inhabitants of the locality. Like all living traditions, the fiesta has to gain the acceptance of every new generation. The Philippines’ pre-war “procession of processions”, La Naval de Manila, is now a non-event. On the other hand, two small town fiestas that the general public had never heard of til l the 50’s have grown to spectacular propor tions – the Moriones of Marinduque and the Ati-atihan of Aklan. They have now become top tourist attractions.” Ta b l e 2 - 4 : R e g i o n a l D i s t r i b u t i o n o f K e y C u l t u r a l R e s o u r c e s Region Key Cultural Resources Festivals/ Cultural Museums/ Handicrafts/ Cuisine/ Events Village Repositories Arts/Crafts Food Centers I 16 1 22 N/A N/A CAR 13 2 6 8 11 II 20 N/A 22 9 N/A III 28 N/A 2 N/A 24 IV 91 21 22 39 34 V 26 N/A 5 N/A N/A VI 23 1 32 42 23 VII 52 N/A 21 N/A 22 VIII 31 1 2 2 8 IX 25 2 4 8 3 X 10 1 1 5 4 XI 16 N/A 9 7 9 XII 16 5 19 1 3 XIII 35 N/A N/A 11 N/A Source: DOT Regional Offices, 2001 2 . 4 . 4 C U L T U R A L V I L L A G E S One of the ear liest examples of a Philippines purpose-built cultural village is the Nayong Pilipino, a 32-acre attraction located next to the Ninoy Aquino International Airpor t. Childhood memories of Metro Manila students include a field trip to this “Little Philippines” that showcases replicas of the country’s leading tourist spots, shopping for souvenir items, seeing craft demonstrations and viewing cultural shows featuring regional songs, dramas and dances. Such cultural villages were popularized in the 1970s and 1980s and to this day still ser ve a purpose. However, a significant number of cultural workers, historians and tourists have found these cultural villages too contrived to be truly reflective of Philippine culture. Since the ear ly 1990s, a trend towards more authentic representations of cultural life has occur red. Villages such as Tam Awan, Baguio and the Talaandig School of Living Traditions, Bukidnon in Mindanao, have been developed as showcases for visitors and as centers for ar tists and crafts practitioners. They also have rehabilitation programs that teach young adults local craft skills and cultural traditions. Vigan in Nor th Luzon, Silay in Negros and Intramurous in Manila are “real life” examples of Filipino cultural heritage that are becoming increasingly popular with both domestic and international visitors. 2 .4 .5 MUSEUMS AND CULTURAL ARCHIVES The National Museum and National Historical Institute look after many museums and cultural archives. Foundations, churches and private families manage other collections of antiquities. Although a regional breakdown of museums and cultural repositories is too lengthy to be presented here, there are about 180 such attractions in the country. Most are located in cities and towns, and are not related to ecotourism areas. 28 29 2 . 4 . 6 H A N D I C R A F T S , A R T S A N D C R A F T S C E N T E R S The Philippines produces a wealth of wor ld-class handicrafts. Some of the islands’ specialties could be redesigned using traditional techniques and materials but adapted to international market tastes. Luzon is famous for the vast ar ray of its handicrafts. These include sculpted pieces from Paete, wood fil igree from Pakil, finely embroidered jusi and pina cloth from Lumban and Batangas, Ilocano blankets and traditional woven cloth, burnay pottery from Vigan, baskets from the mountain provinces, silver fil igree from Baguio, abaca products like place mats, coasters and slippers from Bicolandia. The Visayas region produces expor t-quality products. Cebu is known for its fashion accessories and rattan, bamboo and coral stone furniture; Bohol for its hand-woven mats, baskets, hats and bags; Bacolod for its children’s clothes, Negros Occidental for its pottery items like vases and ash trays, and the tikog mats from Basey, Samar. Mindanao is known for its wide assor tment of exotic goods including Maranao brass and bronze products, Yakan tapestries, Tiruray and Bagobo baskets, colorful woven cloth from the various indigenous cultural communities. 2 . 4 . 7 C U I S I N E A N D F O O D Food is one of the major preoccupations of the Filipino people, although international markets prefer local cuisine in other par ts of Asia. Baguio ser ves the freshest fruits and vegetablee grown in nearby Trinidad Valley. Pampanga is known for its sweet meat the “tocino”, while Batangas is famous for its succulent beef “bulalo” and potent coffee. Bicol is a coconut-growing region and most of its popular cuisine use coconut milk and a potpour ri of spices. Cebu and Palawan ser ve fresh seafood, seaweed salad and the sweetest mangoes. Iloilo is popular for its “pansit molo” and “la paz batchoy.” The town of Dagami,Leyte prides itself with “binagol” and the chocolate “moron”. Davao is famous for its “inihaw na panga” and exotic fruits like durian, pomelo, mangosteen and rambutan, while Zamboanga ser ves some of the most succulent prawns, crabs, lobsters and “curacha.” 2 . 4 . 8 I M P L I C A T I O N S F O R E C O T O U R I S M • Filipino culture has many distinguishing features yet these do not appear to be sought to any great extent by cur rent international markets to the Philippines. • Developing more “living” and “real” cultural products rather than purpose-built cultural villages and museums would respond to global trends for authenticity in ecotourism markets. • Festivals, fiestas, regional cuisine and to a lesser extent, museums, churches and some cultural ecotourism products are impor tant motivators for the domestic market. • Philippines handicrafts would have more appeal to international markets if modern designs can be adapted using traditional methods and materials. • Ecotourism products need to be developed and positioned in such as way as to help maintain and enhance Filipino culture. 2 . 5 M A R K E T A N A L Y S I S 2 . 5 . 1 T O U R I S M M A R K E T T R E N D S I N T H E P H I L I P P I N E S I n t e r n a t i o n a l T o u r i s t A r r i v a l s International tourism arrivals in 2001 to the Philippines totaled 1.8 million and generated revenue of US$2.2 billion (DOT). The general trend of arrivals over the past three years shows a general decline and no significant change in the source markets (Table 2-3). The 1997 Asian economic crisis negatively affected arrivals from main source markets. Coupled with the lingering effects of the crisis was the temporary shut down and subsequent reduction of services of Philippine Air lines. Recovery in 1999 was followed by a slump in arrivals due to the Sipadan and Palawan kidnapping incidents in 2000 and 2001, and cessation of air agreements between the Philippines and Taiwan. Nor th American and European markets, which are sensitive to peace and order, have registered severe drops in arrivals due to the combined effects of global terrorist activity and the continuing security situation in the Philippines. Table 2-5 shows that the number of visitor ar rivals in 2001 declined by a rate of 9.8 percent over the same period in 2000. China, South Korea and Taiwan are the only major source markets showing positive growth in 2001. Ta b l e 2 - 5 : To u r i s m A r r i v a l s t o t h e P h i l i p p i n e s 1 9 9 6 t o 2 0 0 1 Country 1996 1997 1998 1999 2000 2001 % Change United States 373,953 427,431 468,808 463,600 445,043 392,099 -11.9 Japan 350,242 367,714 361,631 387,513 390,517 343,840 -12.0 South Korea 173,910 170,087 81,979 133,068 174,966 207,957 18.9 Hong Kong 149,479 159,606 162,718 160,152 146,858 134,408 -8.5 Taiwan 206,708 246,370 185,869 143,810 75,722 85,231 12.6 Australia 87,553 93,949 85,655 77,732 75,706 68,541 -9.5 United Kingdom 83,513 95,044 97,704 88,920 74,507 60,147 -19.3 Canada 56,852 64,092 66,756 64,986 61,004 54,942 -9.9 Singapore 43,948 50,344 47,998 51,244 50,276 44,155 -12.2 Germany 60,367 62,595 64,207 62,044 51,131 40,605 -20.6 Malaysia 52,080 60,449 49,144 49,667 42,067 30,498 -27.5 China 15,757 19,093 24,252 21,220 14,724 18,937 28.6 France 21,027 24,089 25,909 24,462 19,179 13,918 -27.4 Other 373,978 381,660 426,727 442,096 370,469 301,615 -16.8 TOTAL 2,049,367 2,222,523 2,149,357 2,170,514 1,992,169 1,796,893 -9.8 SOURCE: DOT I n t e r n a t i o n a l V i s i t o r P r o f i l e s The United States with 392,099 ar rivals still ranks as the largest international market accounting for 22 percent of all ar rivals to the Philippines in 2001. This represents about 14 percent of American ar rivals to Asia. Visiting friends and relatives (VFR) (51 percent) and holiday (23 percent) are the main reasons for travel. As many of this market are Balikbayans, travel ar rangements are made independently and tend not to be packaged. 30 31 Japan holds second place in terms of ar rivals to the Philippines with 343,840 ar rivals in 2001, representing 19 percent of all ar rivals. As in previous years, Japanese travelers are mostly male (94 percent) and visit the Philippines on holiday. Korea, Hong Kong and Taiwan rank 3rd, 4th and 5th, respectively. Travelers from these markets visit the Philippines for business, golf, beach holidays, gambling and diving. About half ar rive packaged. More than half Singaporeans are travelling on business. Western leisure markets (from Australian, UK, Canada, Germany, France) are generally seeking quality nature, adventure and cultural products in the Philippines. For example, the Australian market is evenly distributed among the holiday, VFR and business categories. All the traditional ecotourism markets are in decline in the Philippines. G e n e r a l P a t t e r n s o f D e m a n d i n t h e P h i l i p p i n e s The most recent visitor sample sur vey (2000) conducted by DOT shows that the majority of visitors from top source markets have come for a combination of beach holidays, sightseeing and shopping. Business is the second reason for travel, and VFR rank third. Scuba diving showed relatively insignificant figures. Destinations most visited outside Manila are beach, golf and gambling destinations of Cebu and the Cavite – Laguna – Tagaytay – Batangas area. This can be attributed to their tourism-readiness, proximity and easy access from Manila. Arrivals from the US were more or less evenly spread out over several provinces, which can be attributed to their VHR majority purpose of visit. The German market is attracted by the more rustic destinations of Puer to Galera, Mindoro, Boracay and Palawan. For the nor theast Asian markets, par ticular ly Taiwan and Korea, Ilocos Nor te, Cebu, Olongapo, and Tagaytay registered as the most frequented destinations, which can be attributed to the presence of casinos. E c o t o u r i s m T o u r s The inventory of ecotourism tours being sold based on nature, culture and adventure products compiled during the NES Study revealed a product mix of: • 28 culture-based tours. • 45 nature-based tours. • 23 adventure-based tours. The inventory takes an inclusive approach to ecotourism. The sur vey indicated that only 25 percent of tours are packaged by private tour operators while 70 percent are offered by either DOT or a provincial or municipal tourism office. Community cooperatives or clubs sells the remaining five percent. As the data are aggregated, some clubs or community tours may also be included within the tours offered by DOT or other government offices. It is possible the collection of the data was weighted towards DOT. These results, however, strongly suggest that there is a major oppor tunity to increase the role of the private sector and community-based businesses in the provision of ecotourism products. M a r k e t S e g m e n t s V i s i t i n g t h e P h i l i p p i n e s The following market segments have been identified from tourism statistics, site data analysis, site obser vations, and discussions with travel industry operators as having cur rent interest and future potential for ecotourism products in the Philippines. They were then fur ther developed from the ETWG sur vey “Profile of Ecotourism Products in the Philippines” submitted by DOT Regional offices. Domestic Tourism Segments • Families. Filipino families are usually day visitors who use private resor ts, public beaches and theme parks during weekends and holidays. Families traveling together are common, and most include extended family members. Trips are usually to places an hour or two from home. Only a few destinations attract domestic visitors from fur ther afield. High-end Filipinos ar range trips over weekends to popular destinations such as Baguio and Batangas, and even places with an air travel component such as Cebu, Bohol and Palawan. These trips are usually individually ar ranged for two or three nights, and the par ty is composed of three to five family members. Security issues are a concern for these segments. • Students. Student groups often take day trips relating to the school’s academic cur riculum. Educational trips are most often an annual school under taking, and cover primary and secondary levels. Travelling in busloads, students visit historical sites, science exhibits, factories, or museums, and end the trip with lunch and leisure time in a park. College students, however, travel in peer groups of five to 12, often crammed into one or two cars, going to the beach or mountains for a night or two. • Club members. Mountain climbing, caving, scuba diving and mountain biking are cur rently the most popular association and club trips in the Philippines. Spor ts gear, dive shops and other outdoor equipment or similar specialty stores also host information on these activities. Some of the associations are college-based, making the general age group between 20 to 29 but many include young professionals. This club segment also includes office groups traveling for extra-cur ricular activities such as team-building workshops, fun-runs, and other social activities. Though most have planned programs and set activities to cover one day, some par ticipants bring along friends or family and extend their visit. • Pilgrims. Filipinos consider their hometown fiestas as good reasons to travel back home. They usually travel with peer groups or families, and stay in a relative or friend’s house for the duration of the festival or religious holiday such as Holy Week, All Soul’s Day and Christmas that is commonly three days. Some extend their visit to nearby tourism destinations. Pilgrims include groups who travel to under take annual spiritual devotions (“panata”). Internat ional Tour ism Segments • Balikbayans. These groups, mostly from Nor th America, ar rive as a family of four or five and sometimes with US friends. Though they used to stay in their relative’s homes, the trend recently is toward staying at inexpensive accommodation (pensions, inns) where they can cook their own meals and enter tain guests Balikbayans travel out of their hometowns and visit other tourist destinations. In recent years, Boracay, Cebu and Davao have been favorites. 32 33 • International Travelers on Packaged Tours. For high-capacity destinations (such as Cebu, Davao and Baguio) tourists ar range their accommodation, f lights and transfers with a ground operator, pre-booked as a package in the source market. This type of travel used to be only typical of Westerners but now Japanese, Koreans and Hong Kong come pre-booked. The Taiwanese prefer packages, usually involving gaming. The new Chinese segments prefer packaged city tours. Pre-booked visitors from US and European source markets have matured from city tours to more nature based experiences such as Ifugao and Palawan, but ar rivals are declining. • Free and Independent Travelers. FITs are most often seen car rying travel guide books (Lonely Planet) and at tourism offices requesting information on destinations, transpor tation and places to stay. They are mostly European who travel in small groups. FITs in Philippines tend to be budget-oriented, fair ly adventurous, but prefer to travel without guides. • Scuba Diving. Recreational diving has been one of the more stable niche markets of the country. With the development of diving organizations and the improvement of ser vices, diving now captures more Nor th Asians, who take packages from Cebu, Bohol and Palawan. • Other Special Interest Travelers. These groups have been gaining ground collectively, although still do not register significant volume. Niche markets include a trickle of mountaineers, cavers, river runners and bird watchers. There are significant numbers of foreign religious visitors who come for seminars, conferences, outreach programs or as par t of their vocational duties. 2 . 5 . 1 G L O B A L T R E N D S A F F E C T I N G E C O T O U R I S M The Philippines needs to be aware of global ecotourism trends in order to usefully match product development to marketing. E c o t o u r i s m T r e n d s In tourism circles, ecotourism and nature-based tourism have become widely acknowledged as a valuable par t of a destination’s product mix. Encompassing soft adventure, culture, activity, wildlife, village and rural tourism, ecotourism is based on the outdoors, usually in remote and unspoiled natural or cultural sur roundings. Market interest in ecotourism has come about largely because awareness of the environment in which we live, concern for the fragility of the planet, and appreciation of traditional cultures have spread, over the last decade, from the concern of a few to a preoccupation among many educated travelers. As interest in personal fitness and spor t has grown, patterns of travel have changed from people who want to just come and look, to people who prefer to par ticipate and understand. The wor ld has become smaller, and improved accessibility, higher disposable incomes and increasing leisure time mean that more people expect to travel regular ly. There is a trend for a number of “shor t break” trips during the year. Many discerning travelers have “been everywhere” and the trend is for the mass markets to be fragmenting into niche and special interest markets seeking quality experiences with specific themes such as nature, wildlife or adventure. Wildlife viewing in Borneo, trekking in the Himalaya and whale watching in New Zealand are the kind of holidays nature travelers take in the ear ly 2000s. An impor tant aspect to ecotourism trips is a concern for heritage and how local peoples live and interact with their cultural and natural environment. Many visitors will pay well for a unique experience. Factors impor tant to these fast growing market segments are that the products must be authentic and “real”, there must be things to do and learn, and facilities must be relatively comfor table. Time is often a constraint so accessibility is impor tant. Ecotourism-seeking tourists are often in their 40s and upwards and traditionally come from Western Europe and Nor th America with more recently from Japan. Other Asian nationalities are likely to follow the trend in the medium to long term. As a broad generalization, Europeans are obser ved to be seeking culture and lifestyle experiences, Nor th Americans like wilderness and nature products, and Asian markets prefer to under take specific adventure activities in the outdoors. Specialized tour wholesalers and operators have emerged in source markets to cater to these travelers, offering a depth of knowledge of a destination and experienced guiding. NTOs in Asia and the Pacific region have dedicated many millions of dollars in promotion to attract these strong and lucrative market segments. Prominent examples include recent successful campaigns in Thailand, Malaysia, the Mekong Region and Australia. Q u a l i t y T o u r i s m There is a general trend towards quality throughout the travel industry, as markets become more demanding, sophisticated and experienced. This means that today’s travelers will pay for value enhanced products, but will seek value for money and quality ser vices throughout the full range of tourism products, from budget to top end. I n d e p e n d e n t T r a v e l e r s ( F I T s ) Many of the wor ld’s growing FIT segments, some of whom are maturing away from the younger budget travelers, will also seek out nature tourism destinations, prefer ring a more f lexible and individual style of travel but still demanding an authentic experience. Although some FIT segments may not wish to spend money on accommodation, research shows they will pay well for a unique ecotourism product or activity. Although a significant ratio of inbound leisure visitors travel independently without prior bookings, the Philippines is not receiving many of these “backpacker” FITs seeking nature destinations, probably due to perceived security constraints. R e g i o n a l i z a t i o n Taking a regional approach to tourism marketing by combining promotional effor ts is now widely acknowledged as providing economies of scale, added value and sharing power unattainable by individual destinations. Advantages include the stretching of budgets, faster growth in destination awareness, greater media exposure, ear lier product positioning, more effective branding and allegiance building, and more rapid penetration 34 35 into target markets. Oppor tunities for joint marketing in the Philippines could include regional ecotourism circuits with ASEAN, the Mekong countries, BIMP-EAGA and diving in the Sulu and Sulawesi seas. D o m e s t i c T o u r i s m The fostering of domestic tourism is widely recognized as a means of keeping the tourism revenue at home, upgrading living standards and achieving national objectives. There is a growing realization that international tourism can contribute recreational, spor t, leisure and educational facilities for host communities. Domestic segments are par ticular ly valued as a stable source of business when international visitors f luctuate due to external inf luences. 2 . 5 . 2 E C O T O U R I S M T R E N D S I N T H E P H I L I P P I N E S G e n e r a l T r e n d s Although beach-based tourism remains mainstream in the Philippines, for the past few years, ecotourism has slowly been gaining attention. Private sector operators have noted that tourists from major source markets have matured from the city tours to more nature and adventure-based experiences. Several products have recently been highlighted for their environmental and cultural practices, par tly as a reaction to the Boracay water pollution problem, which has deeply affected attitudes to tourism development within the Philippines. Palawan, for example, has focused on the conservation of its natural resources and capitalized on them as tourism attractions. There has been limited focus by private sector developers in coordination with LGUs. Provincial governments are increasingly recognizing ecotourism as a means for achieving local objectives. Constraints for development include a threatened and diminishing natural resource base, difficulties with par tnerships among stakeholders, lack of product development, and poor linkages with the other sectors of the industry, par ticular ly with regard to marketing and promotion. P r o t e c t e d A r e a V i s i t o r s Visitor ar rivals to protected areas, natural parks and other adventure destinations were analyzed during the NES study. The most recent statistics from PAWB (1998) show that about 572,000 domestic and only 7,600 foreign tourists visited protected areas. Several of the sites, though nature parks, are highly urbanized and have been attracting excursionists and students on educational trips. For example, the Ninoy Aquino Parks and Wildlife Nature Center in Quezon City accounted for 63 percent of total domestic visitors. Fur thermore, in some areas visited by ETWG members, the monitoring of visitor ar rivals has been less than perfect and many visitors are left uncounted making it hard to accurately understand protected area visitor patterns. E c o t o u r i s m C a s e S t u d i e s The number of visitors to some selected ecotourism destinations was examined during the NES study. Domestic segments and foreign residents in the Philippines were found to be extremely impor tant to ecotourism destinations. International visitor numbers were found to be generally low in relation to those received by neighboring competitive destinations. In addition, the recent downturn has meant that foreign visitor numbers have been dropping to most tourism destinations in the Philippines. Examples include Camiguin Island in Nor thern Mindanao where 95 percent of all visitors are domestic. Filipino and foreign visitors (8,611 in 1999) have been dropping due to the devastating effects of security. In 2000 Bais dolphin and whale watching received 7,000 tourists of whom 251 were foreigners (USA, Korean and Japanese). Pinatubo trekking had been attracting between 200 to 300 persons monthly before the recent deterioration of the local security situation. Only about 1,000 tourists have visited Olango Island since community tour operations star ted in 1999, and the bulk were ecotourism study tours, rather than leisure tourists. About 9,000 tourists visited El Nido resor ts in 2001 (down 10 percent from 2000), with recent downturns affecting all but Korean segments. The famous Puer to Princesa Underground River has seen more dramatic drops of 43 percent total visitors since 1997, with an average of about 20 percent being international. However, foreign visitors to this WHS in 2001 have declined by near ly half (48 percent) over 2000. F o r e c a s t s o f E c o t o u r i s m D e m a n d External events affecting tourism, such as 11 September 2001 and the war on terrorism, have negated the accuracy of many visitor projections wor ldwide. In the Philippines, the local security situation has exacerbated the lack of confidence of international and regional visitors, and is even affecting domestic tourism. The GOP forecast to achieve three million arrivals by 2004 is probably optimistic in the current climate. Until security issues are resolved and an atmosphere conducive to safe tourism is restored in the shor t-term, then par ts of the Philippines are likely to continue to suffer. This applies par ticular ly to ecotourism products, which often take place in remote and rural areas. Domestic markets are therefore likely to remain a mainstay for ecotourism in the shor t-term. Looking at cur rent trends, assessing Philippines’ products against competitive destinations, and noting the drop in all international ar rivals except from Korea, Taiwan and China, the immediate outlook for ecotourism from international visitors is not buoyant. Even domestic markets and the normally resilient expatriate segments are ner vous about travelling within the country. On the positive side, the Philippines is well placed to see healthy growth in international visitors to ecotourism sites in percentage terms, because the numerical base in so low. This will be dependent however on successful product development and effective marketing. There is considerable commitment among stakeholders and the industry to use ecotourism to provide a more wholesome tourism image and attract a broader market mix. International marketing needs to establish the Philippines as a recognized ecotourism destination. Products need to be developed to match market needs. Engaging and attracting the activity-driven Asian regional markets seeking soft adventure products should be a shor t- and medium-term priority for ecotourism development. These segments are likely to maintain their strength, and recover most quickly when security conditions improve. Forecasts for recovery from the Western markets, though traditionally interested in ecotourism activities, is likely to be more long-term and only after security improves, confidence is restored, and a commitment to resource protection is demonstrated. 36 37 2 . 5 . 3 I M P L I C A T I O N S F O R E C O T O U R I S M In summary, the NES’ study of general travel patterns and ecotourism trends has revealed the following implications to ecotourism in the Philippines: • Domestic visitors and Balikbayans are the country’s main market for ecotourism. Although yielding a lower financial return the domestic market, composed of families, student groups, young professionals and pilgrims, is likely to remain significant. • A campaign is needed to raise awareness of the impor tance of the environmental and ecotourism attractions in order to combat the lure of shopping malls and to attain long-term ecotourism management objectives. • Asian visitors have the strongest market potential in the shor t to medium term, specifically Japan, Korea, Taiwan and China, although ecotourism products will need to be packaged to meet their needs. • The Western ecotourism markets of Nor th America, Europe and Australasia are likely to be more long-term in the Philippines until the security situation is resolved. • Ecotourism products in the country need to be strengthened and enhanced, while new ecotourism attractions have to be created, in line with demand from target markets. • Developing circuits and improved packaging with private sector operators will enable more appealing products to be offered for visitors. 2 . 6 T O U R I S M M A R K E T I N G 2 . 6 . 1 G O V E R N M E N T M A R K E T I N G Destination marketing in the Philippines is coordinated by DOT and the Philippine Convention and Visitors Corporation (PCVC) along four main lines: • Product research and development. • Market research including statistics, sur veys and studies. • Formulation of marketing policies and plans. • International and domestic promotions. P r o d u c t M a r k e t R e s e a r c h There is a general lack of quality information about tourism source markets within DOT and PCVC. The link between analysis of market preferences and appropriate tourism product development remains weak. More information is also needed on activities under taken during travel to the Philippines by source markets. A marketing plan is prepared annually and lays out the marketing policies, thrusts and directions to be taken in the major markets. As yet, no par ticular emphasis has been given to ecotourism. P a c k a g i n g Whenever a potential site is deemed tourist-ready, a familiarization trip is conducted among the members of the Philippine tourism industry, par ticular ly the tour operators. They are taken to inspect sites that are ready for selling, to coordinate with the destination’s tourism operators, and to come up with a package and price ranges. Sometimes, if the product being offered is a repositioned or newly interpreted existing destination, packages are formulated by DOT and PCVC and introduced to tour wholesalers for sale and promotion. P r o m o t i o n s DOT and PCVC coordinate destination promotional events such as sales missions, travel mar ts and trade fair s. Private sector par ticipants regular ly cooperate in order to distribute evenly the business generated. PCVC par ticipates in major trade fair s, such as ITB in Ber lin, Wor ld Travel Mar t in London and JATA in Japan. Multi-city sales missions often accompany these events. DOT overseas offices conduct presentations and sales calls to selected tour operators. Consumer promotions such as travel mar ts, food festivals in hotels, holiday events (such as Philippine Independence Day), cultural shows and fiestas are also conducted on a regular basis. 2 . 6 . 2 P R I V A T E S E C T O R M A R K E T I N G As profit-oriented entities, the private sector engages in its own marketing of tourism products and packages. Hotels and resor ts, for example, work with their chains for collective promotion effor ts in target markets. Philippine tour operators cultivate direct links with their international par tners. Private sector operators link promotional effor ts with PCVC’s destination marketing at trade fair s, travel mar ts, consumer events, sales missions and other promotional events. Two elected representatives sit in the PCVC Board of Trustees. Packaging and pricing is normally under taken by the private sector. There are times when DOT and PCVC requests special rates for product campaign launches, off season selling and crisis management. 2 . 6 . 3 M A R K E T I M A G E S With the country undergoing political and economic changes, the volatile tourism industry has kept its focus on general leisure and promotable business travel such as conventions and incentives. The destination image is rooted in island and beaches, supplemented by rich culture and history. Overcoming negative images associated with “gir ls, golf and gambling” remains a priority. There has never been any attempt to attract ecotourism visitors to the Philippines, such as those featured in campaigns of Thailand and Malaysia. Frequent changes in promotional campaigns and lack of funding have hindered the establishment of a strong tourism image for the Philippines. “WOW Philippines” is the cur rent promotional campaign, launched in ear ly 2002. WOW, for Wealth of Wonders, uses four images: the tarsier, Puer to Princesa Underground River, wreck dive site, and Boracay beach. The cur rent “Volunteer 12”, (V12) is a Balikbayan program to boost VFR and international travel to the Philippines. 2 . 6 . 4 C O M P E T I T I V E D E S T I N A T I O N S Other South East Asian countries with similar ecotourism products are the country’s principal competitors. Tours from the main markets of France, UK, Australia and Japan were analyzed, and similar products and prices compared. Philippines tours are generally competitively priced. For example, Palawan, Banaue, Chocolate Hills, volcano treks and tribal village visits are offered as low cost destinations in source markets when compared with other Asian tours. Despite this, destination appeal is limited. Officials from the DOT office in the UK state that the Philippines is looked at as “emerging and sometimes even unusual destination”. 38 39 For example, despite Vietnam’s lack of infrastructure and promotion, it is outpacing the Philippines in terms of attractiveness and “mystique”. There is proven demand for ecotourism products in other par ts of Asia. Nepal, for example, attracts 120,000 international visitors for trekking in the Himalaya. In 2001, 40,000 people climbed to the summit of Mt. Kinabalu in Sabah, Malaysia, about half of whom were foreigners. The forests and hot springs of Kinabalu National Park itself had 330,000 visitors, over 100,000 being international segments. By comparing promotional materials and websites within the markets, it is clear that the Philippines is not yet competing effectively with Malaysia, Thailand and Indonesia in ecotourism. These countries have established a nature-based branding of promotions in order to spin away from the over-competitive “sun, sand and sea” attractions. They are already on their second wave of ecotourism products, with materials made exclusively for ecotourism destinations and packages, while the Philippines has yet to develop its initial ecotourism circuits. 2 . 6 . 4 E C O T O U R I S M M A R K E T I N G Ecotourism marketing in the Philippines is still in its infancy. Existing international promotional activities target the general leisure market, with occasional par ticipation in dive shows. Even within the Philippines general awareness of ecotourism is low. There may be upcoming projects such as white-water rafting and other nature-based activities but local tour operators seem to find difficulty in coordinating tours and coming up with effective and profitable packages. The RECs have to address the need to create awareness among local communities and forge collaboration with the private sector to develop areas for ecotourism. 2 . 6 . 5 I M P L I C A T I O N S F O R E C O T O U R I S M Much has yet to be done in marketing terms to fully harness the potential of ecotourism. Programs need to be designed in order to achieve the following: A market research information base for ecotourism needs to be established to fur ther understand: • Tourist volumes and growth to specific sites and protected areas,and collectively growth in tourist visits engaged in nature-based andecotourism activities • Demographic profile of visitors • Other travel-related information, such as travel ar rangements, source of destination knowledge, average daily expenditure and length of stay. • Information about cur rent and potential ecotourism market segments • Fur ther market segment details for both promotional thrusts and product development directions. In terms of positioning, coastal resources and diving in the Philippines are l ikely to have the greatest competi t ive edge to attract qual i ty international markets. • Promotions specific to ecotourism, using Banner Sites, will refresh and focus the international market image and attract higher-yield quality markets. • Establish linkages between Key Sites for product development and marketing, and with the private sector for packaging and promotions. • A monitoring system is needed so ecotourism marketing objectives can be compared to actual results to enable the effective targeting of strategies, as required. 2 . 7 T R A N S P O R T 2 . 7 . 1 V I S I O N I N T H E T O U R I S M M A S T E R P L A N The Tourism Master Plan (TMP) laid out the policy of developing three development clusters of Luzon, Visayas and Mindanao. Each cluster would be ser ved by one or two major international gateways and linked to a variety of satellite destinations. This required an adjustment of policy in the air transpor t sector and necessitated the: • Adoption of a more f lexible approach in approving inbound air char ters and providing scheduled air ser vices on the par t of other car riers. • Designation of new domestic and international car riers to ser vice secondary airpor ts in the country. • Expansion of domestic and international terminal facilities. • Deregulation of domestic air operations to foster greater competition on routes. The TMP’s main thrust with water and land transpor tation was the upgrading and development of road connections between air and seapor ts, and tourism centers, better known as the inter-modal transpor t system. Focus was also given to the development of inter-island cruising for foreign markets, and the improvement of domestic ferry services in the Philippines. 2 . 7 . 2 C U R R E N T S I T U A T I O N Major policy shifts in air, water and land transpor tation were initiated to address critical bottlenecks in trade, industry, tourism and investments. Development thrusts during the past five years have leaned towards liberalization and deregulation, resulting in the expansion of transpor t systems suppor ting regional growth areas, zones and corridors. The three original tourism development clusters have since been expanded to include Laoag/Baguio, Clark/Subic, Manila, Cebu and Davao. A i r The Philippines’ main international air access is through the Ninoy Aquino International Airpor t (NAIA) in Manila. NAIA is cur rently being ser viced by approximately 34 air lines. Travelers can also enter the Philippines via Cebu. The Mactan-Cebu International Airpor t handles both regular and char ter f lights from Singapore, Hong Kong, Japan, Taiwan and South Korea while Davao International Airpor t receives f lights from Singapore and Manado, Indonesia. Laoag International Airpor t in Nor th Luzon ser vices f lights from Taiwan, Hong Kong and Guangzhou. Philippine Air lines (PAL) the national f lag car rier, ser vices a route network of 18 on-line points in 12 countries, and seven points in four countries on joint ser vice basis with other air lines. This includes daily ser vices from Manila to San Francisco, Los Angeles, Hong Kong, Tokyo and Singapore. In terms of weekly air seats, the Philippines lags behind ASEAN neighbors. In 1999 the Philippines had 106,657 weekly air seats, lower than Malaysia (299,409), Thailand (310,491) and Singapore (359,314). Liberalization of the aviation industry in 1995 allowed for new domestic and international air lines that now ser vice routes once dominated by PAL. The progressive liberalization policy adopted has proven to be beneficial, especially in the domestic sector. The traveling public now enjoys a choice of several air lines, and lower fares as a result 40 41 of increased competition. The number of domestic air passengers grew by an average of 5.37 percent from 1996 to 2000. In terms of infrastructure, the opening of the NAIA Terminal II relieved congestion in the old Terminal I. NAIA Terminal III is due to open December 2002 at a cost of US$500 million. The runway of Davao International Airpor t was upgraded and lengthened and can now accommodate larger aircraft. In general, direct air access to some of the more remote but popular ecotourism areas such as El Nido, Palawan, Siargao and Batanes Islands, has improved along with better linkages between air and sea transpor t schedules. W a t e r The liberalization and deregulation of the shipping industry reduced monopolies and expanded ser vices, benefiting both passengers and operators. The domestic shipping industry has undergone major improvements, enabling the Philippine seas to be traversed by bigger, faster, more sophisticated and reliable vessels. The private sector responded by replacing their f leets, and upgrading and replacing alternative ser vices such as fast fer ries and luxury liners. However, more stringent safety regulations for the vessel, the crew and shore management are needed. L a n d Road access to ecotourism sites has improved in the last decade. Donor agencies have been largely responsible for funding improvements to the Philippines’ highway network. Access to and within the five major hubs has led to a noticeable increase in use in some areas, such as Subic and Batangas. 2 . 7 . 3 F U T U R E P L A N S The Medium Term Philippine Development Plan (MTPDP) for 2001-2004 outlines future prospects for the transpor tation system. A i r The country’s accessibility to visitors will be improved by negotiating more and better air ser vice agreements (ASAs) with par tner countries to increase weekly air seat capacity to levels at par with ASEAN neighbors. Air car riers of countries with which the Philippines has bilateral ASAs will be encouraged to maximize utilization of their entitlements. A “trigger mechanism” will be institutionalized to facilitate the operation of additional seat capacity beyond the entitlement allowed in the per tinent ASA. This will allow an air line already operating at an average load factor of 70 percent to add more seats to immediately respond to demand increase without the need for re-negotiation. The upgrading of domestic airpor ts to international standards will improve domestic linkages. W a t e r Major por t development and modernization projects will be under taken during 2001-2004, par ticular ly in Batangas, Iloilo, Davao, General Santos, Zamboanga, Manila Nor th and South Harbor, as well as Cagayan de Oro,Capiz and Albay. L a n d Local roads shall be planned and developed to complement national roads, especially in improving access to priority tourism areas. 2 . 7 . 4 I M P L I C A T I O N S F O R E C O T O U R I S M Access is a key component to the successful establishment of tourism flows. However, experience shows that some visitors to ecotourism destinations are prepared to overcome transpor tation dif ficulties if the resource war rants, for example Tubbataha and Batanes. The following inter ventions will play a role in helping establish successful ecotourism in the Philippines: • Improved international air access linkages and competitive airfares. • Convenient proximity of regional airpor ts to ecotourism destinations and protected areas. • Availability of regular fast fer ry ser vices. • Frequency of scheduled f lights, shipping and bus trips. • General upgrading of transpor t ser vices throughout the country. 2 . 8 A C C O M M O D A T I O N 2 . 8 . 1 T O U R I S T F A C I L I T I E S Tourist accommodation facilities in the Philippines range from economy and luxury hotels and resor ts with complete amenities, to budget tourist inns and family-run home stays. The total number of accommodation establishments increased form 2,281 in 1994 to 3,816 in 1998, a growth rate of 67 percent. The hotel sector increased by 49 percent, resor t sector by 145 percent while tourist inns and apar tels grew by 32 percent and 34 percent, respectively. Of the total accommodation establishments in 1998, hotels accounted for 46 percent, resor ts for 35 percent, tourist inns for 17 percent and apar tels for three percent This expansion of the accommodation sector can be attributed to growing demand for hotels due to increased visitor traffic. Events such as APEC in 1996 modernized and expanded hotels capacity, par ticular ly in Manila. The declaration of Visit Philippines Year in 2003 is expected to stimulate demand. The cur rent downturn in visitor ar rivals means there is plenty of accommodation capacity for tourism. Accommodation facilities have sur vived by turning to the meetings and conference markets, especially among domestic segments. Research has indicated that domestic leisure travelers’ selection of hotels is affected mainly by competitive pricing and ser vices. In terms of regional distribution, data from DOT regional offices (Table 2-4) show that the National Capital Region (NCR), Central Luzon (Region III), Southern Tagalog (Region IV), Western Visayas (Region VI), and Central Visayas (Region VII) account for the greatest number of accommodation establishments. The hotel sector is largely concentrated in the Metro Manila area, reflecting its role as the national capital and main international gateway. The resor t sector is generally dispersed outside Metro Manila with Regions IV, VI, VII and XI accounting for the most number of resor ts. 42 43 Ta b l e 2 - 4 : A c c o m m o d a t i o n b y R e g i o n Region No. of Establishments NCR 208 CAR 187 I 95 II 142 III 371 IV 213 V 116 VI 401 VII 203 VIII 73 IX 38 X 89 XI 193 XII 58 XIII 69 TOTAL 2,445 Source: DOT While tourist accommodation facilities are generally available in the country’s main destinations, facilities within and around ecotourism sites such as protected areas are very few, if any. Of more than 200 protected areas identified by DENR, only a few offer basic lodging facilities, while some are limited for use by park staff. Small ecotourism lodges as found elsewhere in Asia (such as Thailand, Nepal, Indonesia) do not exist to the same extent in the Philippines. However, villages around protected areas sometimes offer home stays for more adventurous travelers. A limited number of camps and cabins (for instance, Eden Resor t near Davao City) in semi-natural settings have been developed over the last five years. Again, there are fewer of these than in neighboring countries. 2 . 8 . 2 I M P L I C A T I O N S F O R E C O T O U R I S M With the growing interest in ecotourism in the Philippines, the following needs consideration: • Planning for the construction of accommodation in or near Key Sites. • There is a need for sensitive, creative local design for accommodation in ecotourism areas in line with market demands. • The DOT Homestay Program can be fur ther encouraged, especially in ecotourism areas. • Linkages between DOT and LGUs for licensing and accreditation standards could be strengthened. 2 . 9 S U P P O R T S E R V I C E S 2 . 9 . 1 I N T R O D U C T I O N To ensure the safety, comfor t and convenience of visitors to ecotourism sites, development of various suppor t ser vices, including basic utilities such as water, electricity, sewerage and garbage disposal, information and interpretation are needed. 2 . 9 . 2 U T I L I T I E S About 40 percent of areas along major highways leading to ecotourism sites are well ser ved with public telecommunication facilities. The advent of new telecommunication technology such as cellular phones has provided access even in remote par ts of the country. Cur rently, satellite phones are also being introduced at a reasonable cost to cover distant areas. Electricity is available in densely populated areas. Due to high power costs, the distribution of electricity in remote areas is limited. The government is seeking to address this issue through the privatization of the National Power Corporation and, thus, the generation, distribution and supply aspects of the electric industry. Water supply ser vice in far-f lung areas such as protected areas and other ecotourism sites is l imited. Most of the existing ecotourism sites do not have established sewage systems. 2 . 9 . 3 G E N E R A L T O U R I S T I N F O R M A T I O N Maps and guidebooks for tourists are distributed in various tourism information counters and hotel lobbies as well as the regional offices of the DOT. Other guidebooks such as Lonely Planet, Action Asia Adventure, Philippines Guidebook and the like can be found in major bookstores. In general, there is a lack of specific accurate information on ecotourism areas for visitors in the Philippines. As many visiting segments are interested to learn about the area they are visiting, there is a need for improved interpretation including better maps, published material and systems of local guides, especially for Key Sites. There are oppor tunities to make links between academic institutions and natural history information available for visitors. 2 . 9 . 4 R E S C U E A N D M E D I C A L S E R V I C E S Organized professional and volunteer rescue ser vices in the Philippines are in the ear ly stages of development. The National Disaster Coordinating Council spearheads rescue operations during national emergencies and calamities. Other organizations such as the Red Cross and Philippine Air Force’s 505 Rescue Team provide rescue ser vices. The Bureau of Fire and Protection is in the process of institutionalizing rescue operations under special units in the provinces. Cur rently there are five established rescue centers in Subic Bay, Manila, Cebu, Cavite and Pasay City. In some ecotourism activities such as diving, safety standards are taken seriously. Most resor ts have good equipment and well-trained instructors and dive masters. To 44 45 date, there are three recompression chambers in the country, in Manila, Subic and Cebu, while a four th one in Batangas has been proposed. Health care systems in the Philippines are generally good and with reasonable fees. Manila offers wor ld-standard medical facilities (Makati Medical Center and St. Luke’s Hospital in Quezon City are generally acknowledged as the best in the country). Major cities outside Manila have well-equipped hospitals and can diagnose and treat most injuries and illnesses. Provincial capitals have hospitals with equipment and supplies that are adequate for minor cases. Most municipalities have Rural Health Units staffed by a doctor and a nurse, though several towns may share one doctor in remote areas. 2 . 9 . 5 S E C U R I T Y A major issue concerning the development of ecotourism in the country is security. Events such as the Sipadan and Palawan kidnappings and crime stemming from urban pover ty have led to an increase in security operations in most large urban areas. Increasing publicity about these incidents and the Philippines linkages with ter rorist networks has deter red many international source markets, and even affected the travel patterns of Filipinos. Some former tourism spots and many potential ecotourism destinations cannot be developed due to security concerns. Only when solutions to these issues are found can tourism be expected to f lourish in the Philippines. 2 . 9 . 6 I M P L I C A T I O N S F O R E C O T O U R I S M • Solutions are needed with regard to security. This might include strengthened institutionalized linkages and coordination with authorities with regard to security. • There is a need for rescue operations and standard operating procedures in case of emergencies and accidents for ecotourism activities such as climbing, caving and rafting. • Additional recompression chambers are needed in dive sites in order for them to reach their full potential as international dive destinations. • Physical facil it ies such as obser vation platforms, view decks, and comfor t rooms are needed at ecotourism sites. • Improved interpretation and visitor information is needed, especially at Key Sites. Published material, maps and a system of local guides would improve the visitor experience. • Establishment of ecologically sound garbage and sewage disposal systems are needed in ecotourism sites. 2 . 1 0 I M P A C T S 2.10.1 ENVIRONMENTAL AND SOCIO-CULTURAL IMPACTS OF TOURISM The 1991 TMP repor ted that the Philippines natural and cultural environment have been substantially altered by human activity. Much of the forest cover in the mountains and foothills has disappeared and a considerable propor tion of the coastal mangroves has been removed for fishpond construction. Destructive fishing techniques and lack of clear coastal resource management guidelines is leading to over-fishing, and threatens to reduce the diversity and stability of marine resources. These issues are inextricably linked to pover ty, over population and competing land uses. The following case study examples illustrate the practical and positive impacts that can arise from ecotourism. There are also a number of practical examples that il lustrate the impor tance of managing adverse impacts and learning lessons from past experiences. O l a n g o I s l a n d Olango Island Wildlife Sanctuary, situated 5.5 kilometers east of Mactan Island near Cebu is a protected wetland with international impor tance due to the high number of migratory bird species. With assistance from USAID, the Coastal Resource Management Project (CRMP) of DENR, Olango Island Bird and Seascape Tour (OBST) was developed since 1997 as a community-based tourism operation that provides alternative livelihood for island residents. About 1,000 tourists have taken the Birds and Seascape Tour since operations star ted in 1999 (Japan and Nor th American among other markets). The tour is managed and operated by members of two villages who formed themselves into a cooperative. With systematic planning and coordination with the villagers, the project has been successful in helping the community become real stewards of their environment, and created pride and self respect in promoting their area as an ecotourism destination, while generating alternative revenue. T u b b a t a h a R e e f One of the best destinations for scuba diving in the country, the famous Tubbataha Reef National Marine Park is a Wor ld Heritage Site. Attracting international markets, Tubbataha generates around P1.6 million in fees and permits annually during its three month dive season. Good management has engaged the active par ticipation of various stakeholders in protection and tourism, suppor ted by WWF KKP, LGUs, Philippines Navy, coastguard and other concerned agencies, to ensure the sustainable use of the marine resources. Alongside protection effor ts, affected communities are provided seed funding for local livelihoods and training on coastal resource management. D o n s o l W h a l e S h a r k E n c o u n t e r s Whale sharks are the largest fish in the world and grow up to 20m long. Congregating in the coastal waters of Donsol in Sorsogon, whale sharks are threatened because of the strong demand for their meat and fins. Their capture was banned only in 1998. WWF KKP introduced the concept of ecotourism to the community to promote the protection of whale sharks as well as to derive local benefits. Ecotourism activity in Donsol has created an awareness to conser ve the whale shark among the local community, and contributed to a national conser vation strategy. However, significant local benefits have yet to devolve to the community due to competition between village operators and a low profile in the market place. Whale shark hunting in other par ts of the Philippines and the region threatens the future of the resource, yet based 46 47 on global trends in marine mammal watching Donsol has substantial potential to become “must see” product for nature and adventure travelers. 2 . 1 0 . 2 E C O N O M I C I M P A C T S A N D E C O T O U R I S M There are community-based tourism projects and resor t developments that have created positive economic benefits for local residents. Selected case studies illustrate this: P i n a t u b o T r e k k i n g Trekking to the crater-lake of Pinatubo Volcano is a popular ecotourism activity that has provided economic oppor tunities to the residents of Barangay St. Juliana in Capas, Tar lac Province. A DOT-organized community-managed visitor center ar ranges a roster of guides and por ters including local Aetas. Estimated visitor ar rivals range from 200 to 300 persons monthly, with an average expenditure of P2,000 per tourist. The bulk of the amount that tourists pay directly to the cooperative goes to transpor tation, food, por ters and guides, and community and environmental fees. B a i s D o l p h i n a n d W h a l e W a t c h i n g T o u r s The Bais dolphin and whale watching tours organized by Bais City LGU in the Tañon Strait has successfully brought revenue to local communities. Star ted as an environmental education exercise by Sill iman University, marine biologists and a very active LGU, the tour office now takes reser vations, char ters boats, ar ranges guides, and monitors marine mammal activity. The area is a marine mammal highway with whales and dolphins migrating to join resident species due to the large amounts of pelagic fishes. Five specially conver ted pump boats (two LGU-operated and three privately owned) are available daily throughout the year. The average percentage of dolphin sightings by visitors is very high (over 90 percent) and whales can be sighted throughout much of the year. In 2000 the operation handled a total of near ly 7,000 tourists of whom 251 were foreigners (USA, Korean and Japanese). Revenue from the tour has shown consistent growth since inception in 1996, with P1.8 million gross received in 2000. E l N i d o R e s o r t s Large-scale resor t developments that adhere to principles of ecotourism can be an effective and sustainable means of providing continuous benefits to the community. Ten Knots, a company that operates two resor ts in El Nido Managed Resource Protected Area, have created a symbiotic relationship with the community. The operation established the El Nido Foundation that helps the community develop a variety of business and development oppor tunities, including its own capacity for attracting and suppor ting tourism. The El Nido Foundation was established in 1994 to provide financing assistance for small cooperatives and micro-enterprises and has since granted loan assistance of over P2 million to 500 beneficiaries, either individuals, working groups or associations. Typical projects of the Foundation for the community include small retail stores and stalls, and high intensive farming techniques to increase productivity to supply the demand for fresh food required by the resor ts. One of El Nido Foundation’s beneficiaries, Ms. Susan Lualhati said, “… it has helped the community and the environment by enhancing the ability of the local people to share the benefits of tourism. Now, the link between economic development and environmental protection is obvious to all of us.” P u e r t o P r i n c e s a U n d e r g r o u n d R i v e r In 2001, 22,613 total visitors were received at the Underground River Wor ld Heritage Site (a 31 percent decline from 2000) of whom 83 percent were domestic and 17 percent were foreign nationals. International visitors dropped by 48 percent to 3,933 visitors in 2001, down from 7,501 in 2000. Tourists contribute P3.7 million in revenue from cave entry, park entrance and cottages. Other benefits generated by tourism go directly to business operators in the area, many of whom are local community members such as boatmen and guides. 2 . 1 0 . 3 I M P L I C A T I O N S F O R E C O T O U R I S M Tourism can generate both positive and negative impacts on environmental and socio cultural values. Successful ecotourism is likely to occur in the Philippines when: • Communities have been involved from the initial stages to the operational stages. • Par tnerships with private sector tour operators and resor ts have been formed with the local community. • The financial return from ecotourism can be an effective incentive to protect the resource base. 2 . 1 1 H U M A N R E S O U R C E D E V E L O P M E N T 2 . 1 1 . 1 O V E R V I E W In 1998, employment in the tourism sector reached P3.37 million, an improvement of 32 percent from the total employment generated by tourism in 1994 of P2.55 million (Table 2-5). Of this total, the transpor t sector had the biggest share of 80 percent, restaurants and eateries 15 percent, travel agents / tour operators / tour guides 10 percent, and hotel and lodging four percent. Ta b l e 2 - 5 : E m p l o y m e n t b y S e c t o r 1 9 9 4 a n d 1 9 9 8 1994 1998 Tourism Sector Total Male Female Total Male Female Hotels etc. 102,755 67,221 35,531 116,835 76,433 40,222 Restaurants etc. 385,623 223,777 161,846 528,582 306,736 221,846 Transpor t 2,062,647 1,821,431 241,216 2,720,008 2,401,916 318,092 Travel Agents, Tour Operators & Tour Guides 2,759 1,658 1,102 3,639 2,186 1,453 TOTAL 2,553,784 2,114,087 439,695 3,369,064 2,787,271 581,613 Source: NSO 4 8 It i s es tim at ed t ha t a ve ry s m al l fr ac tio n of t he t ou ri sm w or kf or ce i s in vo lv ed w ith ec ot ou ri sm o pe ra tio ns a nd c ur re nt ly t he re a re n o fo rm al e co to ur is m t ra in in g pr og ra m s in th e co un tr y. H ow ev e, r an e co to ur is m e le ct iv e is b ei ng c on si de re d by t he A si an I ns tit ut e of T ou ri sm ( AI T) . To ur is m t ra in in g in g en er al i s pr ov id ed b y a m ix o f pu bl ic t ra in in g in st itu tio ns , su ch a s th e AI T, p ri va te s ch oo ls , an d in h ou se t ra in in g fa ci lit ie s at h ot el s an d tr av el a ge nc ie s. T he T ec hn ic al E du ca tio n Sk ill s D ev el op m en t Au th or ity ( TE SD A) o ff er s tr ai ni ng a nd c er tif ic at io n fo r ho te l a nd r es ta ur an t in du st ry e nt ry l ev el p os iti on s. It is n ot t oo s ur pr is in g th en t ha t th er e ar e ve ry fe w fu ll ti m e, p ro fe ss io na l e co to ur is m pe rs on ne l in t he P hi lip pi ne s. A m at eu r an d pa rt t im e cl ub s, a ss oc ia ti on s an d in di vi du al s w it h ot he r so ur ce s of i nc om e m ak e up a l ar ge p ro po rt io n of t ho se w or ki ng i n th e fie ld of e co to ur is m . In t er m s of t ra in in g an d st an da rd s of s er vi ce t he re h as b ee n go od p ro gr es s m ad e be tw ee n am at eu r or ga ni za tio ns a nd D O T. T ra in in g m od ul es a nd a cc re di ta tio n sy st em s ha ve b ee n es ta bl is he d fo r m ou nt ai n gu id in g an d ca ve g ui di ng . To d at e, a t ot al o f 25 7 m ou nt ai n gu id es a nd c av e gu id es h av e pa rt ic ip at ed i n se m in ar s co nd uc te d in K al in ga , B an au e, T ug ue ga ra o, K id ap aw an a nd B ac ol od . O th er r el ev an t D O T tr ai ni ng p ro gr am s in t he P hi lip pi ne s in cl ud e ho m es ta y pr og ra m s, e co to ur is m a w ar en es s pr og ra m s an d se m in ar s fo r bo at m en . Th e de ve lo pm en t of st an da rd s fo r ri ve r ra ft in g is cu rr en tly un de rw ay b y D O T, f ac ili ta te d by r af tin g in st ru ct or s fr om t he U S. F ift ee n ra ft in g gu id es a re in vo lv ed w ith t hi s pr og ra m . 2 .1 1 .2 T R A IN IN G N E E D S W hi le t he f oc us o f th is s ec tio n ha s be en o n pe rs on ne l w or ki ng i n th e in du st ry , th e in tr od uc tio n of E O 1 11 h as c re at ed a dd iti on al t ra in in g ne ed s by t he c re at io n of t he N ES C, E TW G an d th e RE Cs . Th us , tr ai ni ng n ee ds c an b e di vi de d in to a t le as t tw o di st in ct ca te go ri es : • Th os e w or ki ng in th e in du st ry as ec ot ou ri sm gu id es or bu si ne ss ow ne rs an d m an ag er s; • Th os e in vo lv ed w ith p la nn in g fo r or m an ag in g ec ot ou ri sm a t lo ca l, re gi on al a nd na tio na l l ev el s. Al th ou gh s om e de gr ee o f ov er la p w ill o cc ur , tr ai ni ng n ee ds w ill d iff er b et w ee n th es e tw o ca te go ri es . 2 .1 1 .1 IM P L IC A T IO N S F O R E C O T O U R IS M • Ec ot ou ri sm i n th e P hi lip pi ne s is e m er gi ng s lo w ly f ro m a l ar ge ly p ar t tim e, a m at eu r se ct or t o be co m e a fu ll tim e pr of es si on al in du st ry ; • Tr ai ni ng n ee ds d iff er b et w ee n th os e w or ki ng i n th e in du st ry ( pa rt t im e or f ul l tim e) to t ho se i nv ol ve d w ith p la nn in g fo r an d m an ag in g ec ot ou ri sm a t lo ca l, re gi on al a nd na tio na l l ev el s; • Ge ne ra lly , th er e is a n ur ge nt n ee d to d el iv er p ro fe ss io na l tr ai ni ng t o pe op le w or ki ng as e co to ur is m g ui de s an d bu si ne ss o w ne rs /o pe ra to rs . 4 9 3 St ra te gi c Fr am ew or k 3 .1 P R IN C IP L E F O R E C O T O U R IS M T he f ou nd at io n fo r ec ot ou ri sm i n th e P hi lip pi ne s is v ie w ed n ot a s an i m po rt ed co nc ep t, w hi ch t er m a nd b as ic i de a ca m e fr om o th er p la ce s, b ut o n its d ir ec t re le va nc e to r ea l n ee ds a nd c ur re nt c ir cu m st an ce s. H en ce , th e em ph as is o f th e N ES is o n pr om ot in g “e co to ur is m f or t he P hi lip pi ne s, ” no t “P hi lip pi ne s fo r ec ot ou ri sm .” As a gr ee d in th e B oh ol C on gr es s, “ t h e S t a t e s h a ll d e v e lo p a n d p r o m o t e e c o t o u r is m a s a t o o l f o r s u s t a in a b le d e v e lo p m e n t t o s u p p o r t t h e d e v e lo p m e n t , m a n a g e m e n t , p r o t e c t io n a n d c o n s e r v a t io n o f t h e c o u n t r y ’s e n v ir o n m e n t , n a t u r a l r e s o u r c e s a n d c u lt u r a l h e r it a g e . T h e S t a t e s h a ll e s t a b li s h a n in t e g r a t in g s y s t e m t o f o c u s g r e a t e r e f f o r t s t o s u s t a in t h e v ia b il it y o f e c o t o u r is m d e v e lo p m e n t i n t h e c o u n t r y .” Th is s ta te m en t pr ov id es t he b as is fo r de ve lo pi ng e co to ur is m a s a to ol fo r su st ai na bl e to ur is m d ev el op m en t. I n ad di tio n, t he B oh ol C on gr es s al so d ef in ed e co to ur is m a s “ a f o r m o f s u s t a in a b le t o u r is m w it h in a n a t u r a l a n d c u lt u r a l h e r it a g e a r e a w h e r e c o m m u n it y p a r t ic ip a t io n , p r o t e c t io n a n d m a n a g e m e n t o f n a t u r a l r e s o u r c e s , c u lt u r e a n d in d ig e n o u s k n o w le d g e a n d p r a c t ic e s , e n v ir o n m e n t a l e d u c a t io n a n d e t h ic s , a s w e ll a s e c o n o m ic b e n e f it s a r e f o s t e r e d a n d p u r s u e d f o r t h e e n r ic h m e n t o f h o s t c o m m u n it ie s a n d t h e s a t is f a c t io n o f v is it o r s .” “E co to ur is m f or t he P hi lip pi ne s” r es t on t he f ol lo w in g pi lla rs t ha t w ill f ac ili ta te t he pr om ot io n an d de ve lo pm en t of e co to ur is m a s it re la te s to r ea l n ee ds f or : • Su st ai na bl e m an ag em en t of n at ur al a nd c ul tu ra l r es ou rc es • En vi ro nm en ta l e du ca tio n an d co ns er va tio n aw ar en es s • Em po w er m en t of lo ca l c om m un iti es t o pa rt ic ip at e in a nd b en ef it fr om t ou ri sm • D ev el op m en t of e co to ur is m p ro du ct s th at s at is fy v is ito rs a nd p os iti on t he P hi lip pi ne s as a g lo ba lly c om pe tit iv e ec ot ou ri sm d es tin at io n 3 .2 G O A L S A N D O B JE C T IV E S Th e N ES i s fo un de d on a v is io n to a dv oc at e, f os te r, co or di na te , m on ito r an d m ob ili ze su pp or t fo r ec ot ou ri sm . Th e EO 1 11 B od ie s w ill n ot t he m se lv es s ee k to b ec om e th e so le im pl em en tin g ag en ts o f ec ot ou ri sm b ut r at he r th ey w ill a ch ie ve t he ir g oa ls b y en co ur ag in g an d gu id in g LG Us , na tio na l go ve rn m en t ag en ci es a nd o th er s ta ke ho ld er s to d ev el op ec ot ou ri sm . I n ad di tio n, t he y w ill a dv an ce t he c au se o f ec ot ou ri sm b y pr om ot in g ac tio ns b y th e pr iv at e se ct or , N GO s an d ot he r in te re st g ro up s fr om t ou ri sm a nd e nv ir on m en t se ct or s. At t he B oh ol C on gr es s, t he v is io n fo r ec ot ou ri sm i n th e Ph ili pp in es i s t o d e v e lo p a g lo b a ll y c o m p e t it iv e b u t d is t in c t P h il ip p in e t o u r is m c h a r a c t e r iz e d b y a b a la n c e d e c o s y s t e m a n d a w e ll p r e s e r v e d c u lt u r e a n d i n d ig e n o u s k n o w le d g e s y s t e m s a n d p r a c t ic e s w h ic h a r e n u r t u r e d b y c o m m it t e d , e m p o w e r e d , r e s p o n s iv e a n d g e n d e r s e n s it iv e s t a k e h o ld e r s f o r t h e b e n e f it o f p r e s e n t a n d f u t u r e g e n e r a t io n s . 50 51 in developing ecotourism products. Initially, this networking will begin as a list of e-mail and postal addresses of individuals and organizations actively involved in or keenly interested in ecotourism. The EO 111 bodies will set-up the network through publication of regular newsletter as medium for sharing data and experiences, and the development of a website to enhance the networking process. The primary rationale of networking is to ser ve as a mechanism for sharing experiences and building professionalism at the national and local levels. Mobilizing private sector and grass roots par ticipation will be key in expanding the network. Networking within sub-groups will be encouraged. Once an effective communication is established, the network can also become a means to spread information and to identify wor thy projects for donor agencies suppor t. The long-term goal will be to establish the network as a means to deliver technical assistance to projects at grass-roots level. Accordingly, the Congress adopted the mission to position the Philippines as a globally competitive ecotourism destination anchored on sustainable development where the use, development and protection of the country’s natural resources and environment as well as the preservation and management of cultural heritage are given priority consideration for the benefit of present and future generations. The goals, therefore, for ecotourism will be to develop globally competitive ecotourism products, develop responsible ecotourism markets, and to optimize community benefits and enhance the quality of visitor experience. To this end, initiatives will be pursued to strengthen local leadership, institutionalize community par ticipation, facilitate domestic and foreign investments, promote environmental education and ethics, instill nationalism and harness local entrepreneurship and multi- stakeholder par tnership, towards the upliftment of the quality of life of host communities and the enrichment of visitor experience. 3 . 3 A P P R O A C H E S 3 . 3 . 1 “ T O P - D O W N , B O T T O M - U P ” The general approach to achieve the NES goals and objectives wil l involve a combination of “top-down” element to create f lows of assistance downward from central government, and “bottom-up” element aimed at stimulating grass-roots par ticipation. The EO 111 Bodies will be the key players in “top-down” process to focus, combine, coordinate and monitor government initiatives in suppor t of ecotourism. Specifically, the “top down” process will: • focus on developing, managing and marketing the network of key ecotourism sites; and • set standards to regulate and monitor ecotourism operation. The “bottom-up” process aims to create mechanisms for nur turing ecotourism development through community initiatives, local entrepreneurship and private sector par ticipation. 3 . 3 . 2 N E T W O R K I N G Facilitating technical and financial suppor t will be vital in achieving an integrated and coordinated effor t for ecotourism development. In this regard, two types of networking are envisaged for the NES. The first type of networking per tains to the linking of key sites based on similarity and complementarity of products to be offered to visitors. This networking aims to mobilize the RECs and other stakeholders to pool resources and develop tour circuits or itineraries as well as under take cooperative programs. It will not only help disperse economic benefits from ecotourism and uplift the social conditions of the host communities within and outside of the key sites but also increase consciousness among stakeholders to conser ve, protect and preser ve the natural environment and cultural heritage of a destination. Another type is the establishment of a communication network aimed at facilitating the sharing of ideas and information as well as exchange of techniques and best practices 52 53 N A T I O N A L E C O T O U R I S M D E V E L O P M E N T C O U N C I L ( N E D C ) The NEDC’s role will be to provide the policy direction for ecotourism guided by the NES as basic framework in formulating policies, guidelines, rules and regulations. Any changes to the NES will have to be approved by the NEDC. N A T I O N A L E C O T O U R I S M S T E E R I N G C O M M I T T E E ( N E S C ) The NESC, as the working committee of the NEDC, will have the following responsibilities: • Review progress through regular repor ts from RECs and other implementing agencies; • Advocate the key sites concept and promote banner sites as images for international and domestic tourism promotion; • Approve action plans for ecotourism development in the key sites; • Encourage the RECs to under take product development and marketing within and along the networks of key sites; • Under take assessment of projects for accreditation; • Approve major ecotourism projects; • Lobby for the enactment of legislations in suppor t of ecotourism; • Facilitate the continued operation of NEPO; • Oversee the establishment and administration of the National Ecotourism Fund; • Institutionalize the Philippine Ecotourism Network; • Create a pool of exper ts to provide technical assistance in developing ecotourism projects; and • Coordinate with concerned agencies/ institutions/ organizations in the implementation of the NES. R E G I O N A L E C O T O U R I S M C O M M I T T E E S ( R E C S ) The RECs will have the following responsibilities in the implementation of the NES at the regional level: • Prepare action plans for ecotourism development at key sites for approval of the NESC; • Advocate and promote the key sites in coordination with concerned agencies/ institutions/ organizations; • Provide advice and assistance in the development of key sites. • Network with other RECs in joint product development and marketing within and along the network of key sites; • Approved minor ecotourism projects; • Recommend legislation, agenda and proposal to the NESC in suppor t of ecotourism development; • Lobby for the enactment of ordinances and resolutions in suppor t of ecotourism at the local levels; • Encourage application to the National Ecotourism Fund; and • Promote membership to the Philippines Ecotourism Network. 4 Institutional Ar rangement 4 . 1 C O O R D I N A T I N G A N D F O C U S I N G G O V E R N M E N T E F F O R T S T he Government of the Philippines (GOP) has clear ly demonstrated its commitment and willingness to foster ecotourism by implementing EO 111. Establishing the NEDC, NESC and RECs has resolved to harness and create effective working relationships between those who manage resources and those who plan tourism. The concept of a formal par tnership between government’s resource managers and tourism planners, as mandated in EO 111, is unparalleled in other countries. It, therefore, provides an excellent base to develop and implement the NES. Limited funding at government agency level is a reality that the NES has to consider now and in the immediate future. Rather than assume that special government funding source can be created for ecotourism, the emphasis wil l be on achieving maximum results from available funding sources by focusing and coordinating the ef for ts of agencies that can suppor t ecotourism. In addition, the EO 111 Bodies wil l seek to create an ef ficient project implementation mechanism in order to attract funding from international sources with interest in conser vation and ecotourism. While there is widespread public enthusiasm for ecotourism, a strong suppor t will be fundamental to its development and promotion. The NES will, therefore, need a political champion to create a sense of urgency and establish the political will for concer ted effor t to foster ecotourism. The Depar tment of Tourism (DOT) – Depar tment of Environment and Natural Resources (DENR) par tnership will be critical in advocating for ecotourism in the key sites, taking every possible oppor tunity to push the cause of ecotourism using political suppor t from the highest possible levels. In addition, DOT-DENR will lead a program of technical assistance to key sites, under the guidance of the NEDC and NESC. This program will be funded through existing budgetary allocations from the DENR and the DOT, with additional suppor t from donor agencies. DOT’s component of the NES will focus on international and domestic promotion, planning and product development, training and awareness. DENR’s component of the NES will focus on resource management, livelihood programs, extension ser vices, training, monitoring and managing impacts. 4 . 2 R O L E O F T H E E O 1 1 1 B O D I E S The main responsibility for overseeing the implementation of the NES will rest with the EO 111 Bodies, to wit: 54 55 KEY ECOTOURISM SITES and mode l eco tour i sm s i tes PRODUCT DEVELOPMENT AND MARKETING I n ter nat ional Tour ism Promot ion Domest ic Tour ism Promot ion Planning and Product Development Tra in ing and Awareness ADVOCACY AND COORDINATION Promot ing Key Si tes Nat ional Ecotour ism Fund Standards, Accredi tat ion, Regulat ions, Monitor ing Phi l ippines Ecotour ism Networ k RESOURCE MANAGEMENT AND VISITOR SERVICES Vis i tor Management Live l ihood Programs Impacts and Monitor ing Extension Ser v ices and Train ing Private Sector, Academe, NGOs Government Agencies, LGUs, Communities Head Office (Planning Sector) Head Office (PAWB) Regional Office EO111 Bodies RECs RETWGs NESC ETWG (National Ecotourism Program Office) NEDC Regional Office NATIONAL ECOTOURISM: INSTITUTIONAL STRATEGIES Ecotourism expands through product development and promotion of key sites, training and networking Occas iona l spec ia l GoP funds B i -Mu l t i l a te r a l Ass i s tance Imp lementa t ion ass i s tance f r om PCVC and PTA Non PA Key S i te ac t i v i t i es o f ten led by LGUs and Gover nment Agenc ies Occas iona l spec ia l GoP funds B i /Mu l t i l a te r a l Ass i s tance For PAs, PAMBs prov ide po l i c y and management inpu ts PA Key S i tes ac t i v i t i es l ed by DENR w i th conser v a t ion par tne r s DOT DENR F i g u r e 4 - 1 E C O T O U R I S M T E C H N I C A L W O R K I N G G R O U P S ( E T W G S ) Technical working groups will need to be established to assist the NESC and RECs car ry out its mandate and spearhead the implementation of the NES. At the national level, an Ecotourism Technical Working Group (ETWG) has been created to provide technical and administrative suppor t to the NEDC and NESC in the implementation of EO 111. In relation to the NES, the ETWG will provide technical assistance to different projects in coordination with a pool of exper ts as deemed necessary. Regional Ecotourism Technical Working Groups (RETWGs) will be created at the regional levels to assist the RECs car ry out its task to implement the NES. The RETWGs will be an equivalent technical and administrative suppor t mechanism for the RECs. Interaction between the ETWG and RETWGs will be fostered. Figure 4 -1 illustrates the institutional relationships in the implementation of the NES. t t t 56 57 5 National Ecotourism Program A National Ecotourism Program (NEP) is developed to provide an integrated and coordinated mechanism for ecotourism in the Philippines. The NEP is composed of the following: • Key Ecotourism Sites • Product Development • Marketing and Promotions • Education and Advocacy • Suppor t Programs • National Ecotourism Fund • Monitoring and Evaluation The DOT and DENR will spearhead the implementation of the NEP at the national and regional levels. Assistance will be sourced out from government agencies, NGOs, private sector and bilateral and multi-lateral agencies interested in conser vation and ecotourism to ensure the order ly and timely implementation of the NEP. DOT will implement the product development and promotions of the NEP. At the national level, the primary focus will be in developing standards, regulation and accreditation systems for various ecotourism products. At the regional level, the focus will be in assisting the promotion and advocacy for the key sites. DENR will implement the resource management in the key sites to include development of visitor management ser vices, implementation of livelihood programs, provision of extension ser vices, conduct of training and monitoring of impacts 5 . 1 D O T / D E N R C O M P O N E N T 4 . 1 . 1 D O T P R O G R A M C O M P O N E N T S The main activities of the DOT component of the National Ecotourism Program include: • International Ecotourism Promotion. • Domestic Ecotourism Promotion. • Planning and Product Development. • Training and Awareness. • Assistance to EO 111 Bodies. P R I O R I T I E S F O R D OT ’ S E C OTO U R I S M P RO D U C T D E V E L O P M E N T A N D M A R K E T I N G P RO G R A M S h o r t - T e r m P r i o r i t i e s 2 0 0 2 - 2 0 0 4 • DOT, in close collaboration with DENR, RECs, LGUs and the private sector, will focus its product development on enhancing cur rent attractions at selected Key Sites. Special attention will be given to matching products with target market preferences, par ticular ly Asian and domestic visitors. • DOT will strengthen linkages between Key Sites, packaging them in par tnership with the private sector, in order to inf luence tourism patterns, improve visitor experience and lengthen stay. • DOT and PCVC will refine, adopt and implement the Ecotourism Marketing Plan (Appendix 4) with the aim of establishing the Philippines as an ecotourism destination in source markets. • DOT and PCVC will integrate images of Banner Sites into promotional campaigns. • DOT will integrate ecotourism products into domestic promotional campaigns in order to encourage Filipinos to explore and appreciate their natural attractions. • DOT will work with DENR on the design and delivery of Ecotourism and Conser vation Awareness workshops. These will focus on developing and strengthening local ecotourism products in Banner Sites and other selected Key Sites in order to more effectively involve local communities in tourism. M e d i u m - T e r m P r i o r i t i e s 2 0 0 2 — 2 0 0 7 • DOT, with input from the NESC and RECs, will review progress of the Ecotourism Product Development and Marketing Program and make adjustments as necessary. • DOT will achieve improved ser vice and safety standards through the implementation of the Standards and Accreditation program. • DOT will provide professional skills training relevant to ecotourism and adventure operators such as local guiding, interpretation, homestay, whitewater, scuba diving, sea kayaking, event management etc in order to improve the visitor experience. L o n g - T e r m P r i o r i t i e s 2 0 0 2 — 2 0 1 2 • DOT will enter into par tnerships with private sector operators to attract the Western ecotourism markets and other high-yield niche segments through marketing and improved quality attractions. • DOT will strengthen par tnerships with DENR, LGUs and NGOs to consolidate the involvement of local communities in tourism to ensure the long-term sustainability of natural and cultural resources. 5.1 .1 DENR'S COMPONENT OF THE NATIONAL ECOTOURISM PROGRAM The main activities of the DENR component of the National Ecotourism Program include: • Visitor Management. • Livelihood Programs. • Extension Ser vices. • Training. • Impacts and Monitoring. • Assistance to EO 111 Bodies. 58 59 P R I O R I T I E S F O R D E N R ’ S E C O T O U R I S M P R O G R A M I N P R O T E C T E D A R E A S S h o r t - t e r m P r i o r i t i e s 2 0 0 2 — 2 0 0 4 • DENR wil l work with DOT on the design and deliver y of ecotourism and conser vation awareness workshops. These wil l focus on developing and strengthening local ecotourism products in Banner Sites and other selected Key Sites. Par ticipants wil l be selected from PAMBs, local communities, LGUs and local DENR staf f. Workshops wil l be provided by national consultants and coordinated through the RECs and RETWGs. • Shor t (one to two day) training workshops for PAWB members and Protected Area staff on visitor management techniques in protected areas. These would focus on bringing PAWBs and staff up to date with international trends in visitor management approaches and techniques. • Completion of the “Guidelines for the Selection and Management of Recreational Zones in Protected Areas”, cur rently underway by PAWB, making adequate provision for ecotourism within the Guidelines. • Development of model visitor faci l it ies at selected Key Ecotourism Sites spread between Luzon, Visayas and Mindanao. These wil l ser ve as leading examples and models for application at other Key Sites. RECs and NESC wil l select the sites based on the ETWG’s selection criteria for Key Ecotourism Sites. A combination of DENR and donor funding would be required. Preparation of brochures, maps and outdoor signs/information kiosks would also be inc luded. • DENR will design and implement a model program of working with schools in selected urban centers to raise student awareness of conser vation and the benefits of recreating in protected areas. M e d i u m - T e r m P r i o r i t i e s 2 0 0 2 — 2 0 0 7 • DENR with DOT will continue with shor t, practical training modules in ecotourism product development at Key Sites in order to fur ther develop professional skills of local guides and protected area managers. The focus will be on sites where actual products that have been or are going to be launched and will include training of local guides in interpretation, group management, safety and small business skills where appropriate. Emphasis should be on strengthening or establishing ecotourism businesses. PAMBs can play a lead role in forming par tnerships between local communities and responsible entrepreneurs. • PAWB, in association with the RECs will develop a visitor impact management system for application at Key Sites by PAMBs and DENR staff. • Identification of those Key Sites where visitor impacts are considered by the relevant PAMB or other agency to be an issue. Trial visitor impact management techniques and monitor response of vegetation, wildlife or the local community in a systematic way. L o n g - T e r m P r i o r i t i e s 2 0 0 2 — 2 0 1 2 • Preparation of Visitor Management Plans for each Key Site protected area with direction from PAMBs and input from DENR, PAWB, NGOs, LGUs and the private sector where necessary. 5 . 2 K E Y E C O T O U R I S M S I T E S 5 . 2 . 1 T H E K E Y S I T E C O N C E P T The key sites refer to a number of specific locations selected as the focus of concer ted effor ts to develop ecotourism in the Philippines. These sites were selected based on established criteria and conform to the accepted definition of ecotourism. The EO 111 bodies will advocate the development of ecotourism in the key sites at the national, regional and local levels. The NESC/ RECs will tap the par ticipation of various institutions, donors and other agents of development in the formulation and implementation of action plans for the key sites. From the list of key sites, banner sites are selected to set an image and to position the Philippines in the international and domestic markets. The banner sites are envisioned to ser ve as models for developing ecotourism. Emerging and potential key sites were also identified as possible areas where ecotourism can be developed in the medium- and long-term. Emerging key sites are those areas that are already in the initial stage of development while potential key sites are those not yet suitable for development and promotion. The list of key sites will be evaluated and updated by the NESC as necessary. 5 . 2 . 2 S I T E S E L E C T I O N Led by the NESC and ETWG, a par ticipatory process involving stakeholders at the national and regional levels was under taken in the selection of key sites. The stakeholders were guided by a set of criteria involving a two-tiered process using specific indicators to determine the appropriateness and viability for developing ecotourism. The fir st level evaluation used a scoring system based on relative weights in percentages, which assessed the sites and products according to: • Natural and/or cultural features (35 percent). • Availability of ecotourism product/s (35 percent). • Level of social/ political suppor t (30 percent). Natural and cultural features refer to the uniqueness of a site as well as the richness and significance of its resources. Ecotourism products are resources and activities that can be developed to generate employment and livelihood for local people. Social and political suppor t indicates the level of commitment of the community, government, private sector and NGOs to implement ecotourism development plans. The second level evaluation involved setting priorities based on an assessment of the market demand and future benefits accruing to the host communities and visitors. Specifically, this include an assessment of the following: • Accessibility of the site from major international and domestic gateways and tourism flows (10 percent). • Cur rent market demand from international and domestic visitors, including the potential appeal to these markets (30 percent). • Availability of visitor facilities and ser vices (25 percent). • Local benefits accruing to the community through livelihood and employment oppor tunities (30 percent). • Peace and order, security and safety (5 percent). 60 E m e r g i n g Apayao River, Cagayan Balbalasang-Balbalan National Park and Chico River, Kalinga Biak-na-Bato, Bulacan Eva Puson Garden, Nueva Vizcaya Magat Dam, Nueva Vizcaya La Union Mt. Arayat, Pampanga Mt. Pulag, Benguet Pagudpud, Ilocos Nor te Pantabangan-Karanglan Watershed, Nueva Ecija Sagada Caves, Mt. Province Subic-Bataan Rainforest Calamianes Islands, Nor thern Palawan Naujan Lake, Oriental Mindoro Mts. Iglit-Baco, Oriental Mindoro Antique, Camotes-Malapascua-Bantayan Islands, Cebu Marabut Marine Park, Leyte P o t e n t i a l Apayao River, Cagayan Balbalasang-Balbalan National Park and Chico River, Kalinga Biak-na-Bato, Bulacan Eva Puson Garden, Nueva Vizcaya Magat Dam, Nueva Vizcaya La Union Mt. Arayat, Pampanga Mt. Pulag, Benguet Pagudpud, Ilocos Nor te Pantabangan-Karanglan Watershed, Nueva Ecija Sagada Caves, Mt. Province Subic-Bataan Rainforest Calamianes Islands, Nor thern Palawan Naujan Lake, Oriental Mindoro Mts. Iglit-Baco, Oriental Mindoro Antique, Camotes Malapascua-Bantayan Islands, Cebu Marabut Marine Park, Leyte C l u s t e r Nor thern Luzon Southern Luzon Visayas F i g u r e 5 - 2 : E m e r g i n g a n d P o t e n t i a l K e y E c o t o u r i s m S i t e sThe relative weights for the fir st level evaluation were pre-assigned to ensure unilateral and uniform application. The assignment of relative weights for the second level depends on the specific circumstances in the regions. This two-tiered process of evaluation ser ved as basis in identifying the key and banner sites as well as the emerging and potential ecotourism areas during the National Ecotourism Planning Workshop. From a long list of sites identified in the regional ecotourism stakeholders’ consultation workshops, thir ty-two (32) key sites, including 12 banner sites, were selected as shown in Figure 5-1. In addition to the key sites, 55 emerging and potential key sites were selected as shown in Figure 5-2. 5 . 2 . 3 N E T W O R K I N G O F S I T E S A N D P R O D U C T S To enhance visitor experience, key sites are linked to form a network of sites whose products are similar or complementary in nature, thus, giving a wider option and choice for visitors. This networking aims to allow the visitors to make travel decisions not based on location but more impor tantly on the available products and experiences as well as cost and time involved in moving from one site to another. Key sites with similar products are networked into a circuit itinerary to allow visitors under take same type of activity but with a different degree of interpretation from one site to another. Although the sites may be located apar t from each other, the desire to overcome challenges motivates one to visit and/or revisit the areas. An example is trekking in Mt. Makiling, Taal and Mt.Guiting-Guiting. Networking of key sites with complementary products is formed by creating tour packages where visitor under take and experience varied activities within the cluster of key sites. The objective is to facilitate the movement of visitors in the cluster and encourage the development of new activities to complement or supplement existing tour programs. For example, trekking in Mt. Pinatubo can be linked with diving and snorkeling in the Hundred Islands and cultural immersion program in Vigan. Based on the identified key sites, the following network are established to ser ve as input in the formulation of tour itineraries and packages by the private sector, NGOs and other interest groups: • Manila/ Subic – Pinatubo (trekking) – Hundred Island (snorkelling, diving) – Vigan (culture) • Manila – Cordillera (trekking, culture) – Peñablanca via Tuguegarao (caving, whitewater rafting, wildlife - bat watching) – Batanes (culture) • Manila – Mt. Makiling (trekking) – Taal (trekking, geological) via Batangas – Mt. Guiting-Guiting (trekking) • Manila – Mt. Makiling (trekking) – Apo Reef via Mindoro (diving) • Manila – Mt. Makiling (trekking) – Mt. Isarog (trekking) – Mt. Mayon (trekking) – Donsol (wildlife - whale interaction) – Mt. Bulusan (trekking) – Sohoton Caves (caving, trekking) – Lake Danao (kayaking) – Olango Island (wildlife - bird watching)/ Cebu - Bohol (diving, culture, geological, snorkelling) • Manila – Mt. Kanlaon via Dumaguete (trekking)/ Tanon Strait (wildlife - whale and dolphin watching) – Apo Island (diving, wildlife – bird watching) 62 63 • Manila – Misamis Oriental via Cagayan de Oro (canopy walk, white water rafting) – Camiguin Island (trekking, geological) – Bohol (diving, culture, geological, snorkelling) – Olango Island (wildlife – bird watching)/ Cebu • Manila – Agusan Marsh via Butuan (wildlife – bird watching) – Siargao (diving) • Manila – Mt. Apo via Davao (trekking) – Lake Sebu (culture) • Manila – Dipolog (culture) • Manila/ Cebu – Puer to Princesa Underground River (caving, diving, culture, nature interpretation) – El Nido (diving, snorkelling, kayaking) • Manila/Cebu – Puer to Princesa Underground River (caving, diving, culture, nature interpretation) – Tubbataha Reef (diving, wildlife – bird watching) As the network of sites and products develop within a cluster, visitor stay is prolonged and demand for services will increase, thereby stimulating the creation of livelihood and job oppor tunities for local communities. Networking, therefore, has the resultant effect of dispersing economic benefits not only in one region but also in the other regions in a given cluster. At the National Ecotourism Planning Workshop, key site itineraries were drawn up as shown in Figures 4-3 to 4-6. However, there is a need to elicit feedback from tour operators and travel agents to determine the feasibility and viability of these linkages. 5 . 3 P R O D U C T D E V E L O P M E N T 5 . 3 . 1 D E V E L O P M E N T O F S T A N D A R D S , R E G U L A T I O N A N D A C C R E D I T A T I O N S Y S T E M Standards, regulation and accreditation systems are being developed to operationalize the concept of ecotourism which will enhance quality of visitor experience and ensure economic benefits to the communities. The proliferation of products marketed as ecotourism calls for governments and the tourism industry to set an accreditation program. In the Philippines, EO 111 outlines the need for regulation and accreditation systems to ensure that products adhere to minimum standards and principles of ecotourism. S T A N D A R D S Ecotourism standards refer to the minimum requirements for developing the natural and cultural resources as well as building facilities, providing ser vices and implementing activities in the key sites. Carrying capacity is one form of standard that must be established in the key sites before any facilities are set up and increase number of visitors is allowed. In protected areas, the protected area management plan provides the guidelines for ecotourism development based on Republic Act No. 7586. This law ensures that developments would be in keeping with the carrying capacities of the protected areas. Environmental standards are also enforced to ensure the sustainability of ecotourism activities in those areas. Outside of the protected areas, ecotourism activities are likewise governed by environmental standards enforced by the EMB to safeguard the areas’ “carrying capacities.” At the facilities and ser vices level, standards relating to the design, construction and materials for lodging and ancillary facilities need to be developed. Standards for tour guides and activities in the key sites are likewise necessary to promote professionalism and ensure high quality of visitor experience. Setting of standards will require consultation and par tnership with concerned stakeholders. In this regard, the collaboration of the DOT and DENR will strengthen effor ts to ensure adherence to tourism standards, monitoring impacts and enforcing compliance with car rying capacity. Standards will also involve the adoption of best practices for developing facilities, ser vices and activities. R E G U L A T I O N The need to control and regulate ecotourism development is critical to its long-term sustainability. Existing laws mandate that any development in environmentally critical areas (ECAs) require environmental compliance cer tificate (ECC). At the national level, the NESC will endorse major ecotourism projects to the Environmental Management Bureau (EMB) for issuance of programmatic ECC. This will ensure that environmental, social and cultural impacts are adequately addressed prior to the implementation of the project. The RECs will endorse minor ecotourism projects to the Regional EMBs for issuance of ECCs. The following consideration will guide the NESC and RECs in evaluating ecotourism projects: • The project is located within a natural and cultural heritage area; • The project will generate local employment and livelihood as well as promote active par ticipation of local community; • The project will provide for management of risks related to health, safety and security; • The project will promote environmental education and protection through appropriate plans, standards, policies and practices; • The project will promote cultural preser vation and respect for indigenous knowledge and practices; • The project will provide for visitor satisfaction; and • The project is technically and financially viable. Projects or under takings endorsed by the NESC/ RECs will form par t of the ecotourism network, thus, eligible for suppor t. A C C R E D I T A T I O N A system of accreditation will be established for ecotourism products to maintain and improve the quality of visitor experience, market and promote ecotourism, and determine projects eligible for suppor t. In the shor t-term, accreditation will encourage existing products to adopt the standards for ecotourism. In the long-term, accreditation will ensure that standards are maintained, thus, assuring the industry and consumers of high quality and globally competitive products. An accreditation system for ecotourism guides and specific activities such as rafting, kayaking, whale-watching and village host programs will be prepared in consultation with exper ts and concerned stakeholders. The responsibility of maintaining standards will rests with ecotourism operators. The NESC/RECs will assist operators in meeting the standards for accreditation. 64 65 5 . 3 . 2 A D O P T I O N O F I N T E R N A T I O N A L L Y R E C O G N I Z E D E C O T O U R I S M I C O N S / S Y M B O L S The use of internationally recognized ecotourism symbols is vital for destination marketing and site development. These icons/symbols will provide a common language among visitors, agencies, private sector and host communities in promoting ecotourism. 5 . 3 . 3 D E V E L O P M E N T A N D I N S T I T U T I O N A L I Z A T I O N O F E C O T O U R I S M E T H I C S The need to protect natural areas and preser ve cultural sites will require the development of ethics on the do’s and don’ts to be obser ved in ecotourism sites. These rules will remind the visitors and operators on their proper conduct, behavior and activities in ecotourism sites. 5 . 3 . 4 C L A S S I F I C A T I O N O F P R O D U C T S / G R A D I N G O F A C T I V I T I E S Ecotourism products will be classified according to type while activities will be graded based on degree of dif ficulty. This will help inform the markets of the type of products being purchased and guide operators in adhering to prescribed standards for specific products and activities. 5 . 3 . 5 D E V E L O P M E N T O F I N S T I T U T I O N A L G U I D E L I N E S A N D M O D U L E S F O R E C O T O U R I S M P L A N N I N G A N D D E V E L O P M E N T To provide a uniform system for ecotourism planning and development, the following guidelines and modules are necessary: • Site Inventory and Data Banking A system for building an inventory and data bank of ecotourism sites and products is needed as benchmark for planning and development. The system will guide planners, managers and decision-makers on the ecotourism sites and products, which can be developed and promoted. • Ecotourism Site Planning Planning procedures for ecotourism will have to include spatial planning, zoning, assessment of car rying capacity, and visitor management. Various techniques may be used such as physical/social car rying capacity, limits of acceptable change (LAC), visitor impact management (VIM), recreation-oppor tunity spectrum (ROS) and integrated master planning. Appropriate ecotourism activities will be developed based on assessment of the natural and cultural features of the site. • Promotions Planning Promotions plan will have to be prepared to help forecast demand and define not only market sources but also the means to attract visitors. 5 . 4 M A R K E T I N G A N D P R O M O T I O N S 5 . 4 . 1 O B J E C T I V E S Using the banner sites as images, the Philippines will be established as an international ecotourism destination. The banner sites will not only create awareness among ecotourists of the diverse products that the country can offer but also develop pride of place among the Filipinos. Marketing ecotourism will also increase investment and invite suppor t, thus, bring direct and indirect benefits to the LGUs and local communities. 5 . 4 . 2 T A R G E T M A R K E T S Ecotourism products will be promoted to existing and potential markets, to wit: • Primary target • Shor t haul: Japan, China, Korea, and Taiwan • Long haul: Nor th America and Australia/ New Zealand • Regional expatriates • Balikbayan • Domestic segments • Secondary target • Shor t haul: Other Asian segments (Malaysia, Singapore) • Long haul: Europe (United Kingdom, Germany, France, Scandinavian countries and BENELUX) 5 . 4 . 3 D E S T I N A T I O N A W A R E N E S S M A R K E T I M A G E Developing market image capitalizing on the banner sites will brand and position the Philippines as a strong and distinct ecotourism destination. This image will be supplemented with tour programs or itineraries highlighting the unique selling points to include: coral reefs and wreck diving; wildlife watching such as whale sharks/ dolphins, tarsier, Philippine eagle and bat f lights; river running, kayaking, volcanoes and mountain trekking. The hospitality, warmth and culture of the Filipinos will enrich the quality of ecotourism experience. The cur rent Wealth of Wonders (WOW) campaign can be expanded to include taglines such as “Walk on the Wildside”, “Wealth of Whales”, Watch Our Wildlife”. M A R K E T I N G P O S I T I O N I N G Branding the Philippines as ecotourism destination will target specific market preferences: • Shor t haul (Japan, China, Taiwan, and other Asian). The focus for this market will be to add-on to existing tourism activities such as: • Volcano summit climbs (Mts. Kan-laon, Mayon, Pinatubo, Taal) • Scuba diving (Tubbataha and Apo Reefs, Palawan, Hundred Islands) • Soft coastal adventure such as snorkelling, sea kayaking, canopy walk, marine mammal viewing (Olango, Tanon Strait) • Organized soft adventure packages such as river running, canoeing, caving (Penablanca) • Managed cultural village visits and walks (Cordillera Rice Ter races, Vigan) • Surfing (Siargao) • Long haul (Nor th America, Australia/ New Zealand and Europe). The theme for this 66 67 market will be to enrich special interests activities: • Scuba diving (Tubbataha and Apo Reefs, Palawan) • Marine mammal encounters (Tanon Strait, Bohol, Donsol) • Trekking (Cordillera Rice Ter races) • Cultural village visits (Pinatubo, Cordillera, Batanes, Lake Sebu) • Birdwatching, surfing and religious visits • Domestic segments and balikbayans. The focus for this market will be to add-on to their vacations and holidays: • Fiestas, festivals and pilgrimages (Camiguin, Penablanca) • Rafting and kayaking (Cagayan River, Cagayan de Oro) • Adventure such as volcano trekking, mountain climbing, mountain biking, wildlife viewing • Outdoor education • Special events such as adventure races M A R K E T I N G A C T I V I T I E S Promoting Philippine ecotourism in the international market will involve tie-ups with international wholesalers and tour operators selling ecotourism products, attending to trade fairs and travel shows focusing on ecotourism, and conducting sales missions and road shows. Joint marketing initiatives with air lines will help market the Philippines. Familiarization trips for media, travel agents, air line representatives and tour operators to the key sites will also create awareness on the products available. Adver tising ecotourism in special interest brochures will be vital in disseminating information to the target markets. Organizing special events such as surfing competition and adventure races will help to reinforce the image. 5 . 5 E D U C A T I O N A N D A D V O C A C Y 5 .5 .1 NATIONAL AND LOCAL EFFORT FOR ECOTOURISM EDUCATION Educating stakeholders through ecotourism will foster greater appreciation and par tnership towards the sustainable use, conser vation and protection of the environment. Compiling and disseminating information and best practices will enhance awareness and interest on ecotourism. At the national level, the NESC will advocate the integration of ecotourism at the education levels to instill environmental consciousness among the youth. Par ticipation of the private sector will boost the national campaign on ecotourism through the development of tour programs that demonstrate best practices in ecotourism operation and management. Cooperation of the media will promote a positive image of the country as an ecotourism destination. Suppor t from international agencies will assist in developing the key sites as models for ecotourism. At the local level, the RECs will tap the LGUs, NGO, host communities, women, indigenous peoples and other interest groups to ser ve as agents for disseminating information through outreach programs, workshops, seminars and consultations. 5.5.2 INFORMATION, EDUCATION AND COMMUNICATION MATERIALS Production and dissemination of information, education and communication (IEC) materials wil l facil itate understanding of ecotourism principles among various stakeholders. IEC can be produced in a number of forms including pamphlets, brochures, books and other graphic material, interpretive/ visitor centers or eco-museums, signages, and other interpretation programmes. Its development wil l be based from the best practices achieved by ecotourism projects as well as experiences of project implementers and exper ts in the field. Translation of IEC materials in various dialects wil l also help make more people learn and understand ecotourism. Multi-media wil l be used in developing IEC materials. Development of manuals will guide local entrepreneurs, planners, decision makers and community in planning, managing and monitoring their ecotourism sites. The manual may include processes, techniques, best practices and step-by-step procedure in designing and implementing ecotourism products. The needs of stakeholders will be integrated in the development of manuals to address current specific and future needs. Videos and documentary films of success stories will l ikewise be produced to complement print and visual materials. These will motivate greater interest among a wide range of stakeholders at the national and local levels. 5 . 5 . 3 M O D E L E C O T O U R I S M P R O J E C T S Developing model or pilot ecotourism projects will help inform, educate and advocate ecotourism. This will provide the basis for mobilizing greater suppor t and par tnership at the national and local levels as well as among the donor community. The model projects will showcase best practices, par tnership of stakeholders and lessons learned in protecting the environment and managing the resources for ecotourism. These will encourage other proponents, LGUs, NGOs, indigenous peoples and the private sector to adopt and replicate the success effor ts in developing appropriate ecotourism product in their locality. Academe will also be used the models projects to instil conser vation values in school cur ricula. 5 . 5 . 4 P H I L I P P I N E E C O T O U R I S M C O M M U N I C A T I O N N E T W O R K The establishment of communication network will link ecotourism stakeholders in the Philippines. The network will be based on an expanding mailing list of concerned individuals, operators, developers, NGOs, LGUs, donor institutions and government agencies with interests on ecotourism. A newsletter will be published and distributed among stakeholders. The communication network will be expanded through e-mail and development of website. The network is envisaged as a valuable means to encourage grass-roots par ticipation in developing ecotourism throughout the Philippines. It will also ser ve as conduit for disseminating technical information and advice on product development and promotion. The Philippine ecotourism communication network is open to all interested par ties to share data and experiences on ecotourism. Two categories of membership is envisioned: • Category 1. Organizations working in the Philippines in projects or activities relevant to ecotourism. 68 69 The target par ticipants may include tourism companies, government agencies with mandates relevant to ecotourism, academe, NGOs and INGOs with ecotourism programs and projects, consulting firms working on ecotourism, and tourism associations. • Category 2. Individuals and organizations not working directly in ecotourism in Philippines. The target par ticipants may include interested individuals, media and organizations working on ecotourism outside of the Philippines, international universities with ecotourism program, students and researchers, international tourism and conser vation organizations. The significance of these categories will be greater in the future when networking mechanisms such as websites is established with links to other ser vices offered by Category 1 members. Vital to the implementation of the communication network is the strengthening of the National Ecotourism Program Off ice (NEPO), which wil l be the home base of the NESC and ETWG. Strengthening the NEPO is envisaged in the fol lowing manner : • Secondment/ detail of full time staff from DOT, DENR and other agencies; • Contracting national consultants to under take shor t term assignments with NEPO staff and ETWG members to deliver technical assistance to the key sites; • Sending NEPO staff and ETWG members on study missions and exchange programs on ecotourism; and • Tap national and international NGOs to provide experienced personnel to work with the NEPO on specific tasks such as establishing the communication network. The NEPO can become a model organization, unique in the Philippines, suppor ted by par tners and donors to implement EO 111. Its objectives and membership can be similar to successful models for ecotourism in other countries, such as Nepal (Sustainable Tourism Network), Australia (Australian Ecotourism Association), and New Zealand (Adventure Tourism Council). The NEPO can be a channel for delivering technical assistance to ecotourism projects through a cadre of multi-discipl inar y and experienced national consultants to work under the guidance of the NESC in delivering technical assistance whenever required. This type of technical assistance wil l st imulate development of new ecotourism business to boost the growth of the Phil ippine ecotourism industr y. Donor agencies have proven interests to work with such organizations especially where there is a clear focus on producing results benefiting the grass roots. 5 . 6 S U P P O R T P R O G R A M S 5 . 6 . 1 C A P A B I L I T Y B U I L D I N G Implement capacity building program on ecotourism at the community, service and local government levels will promote professionalism and ensure adherence to standards. Training on ecotourism project management, product development and interpretation will empower the LGUs and host communities to develop appropriate programs in their localities. However, an assessment of skills and talents of the community must be under taken to determine the requisite training program needed for local employment and livelihood. Increasing the capacity of the NESC/ RECs as well as the ETWGs will be critical to enable them to perform their mandated tasks and provide technical assistance to the key sites. Executives and managers of companies as well as their employees will need to be trained on general and specific aspects of ecotourism, tailored to their needs. In par ticular, ecotourism needs highly qualified local guides with training on the appropriate interpretation of the natural and cultural significance of their area. 1 . 4 . 2 C O M M U N I T Y O R G A N I Z I N G The RECs will lead in organizing community to prepare for ecotourism venture. The NGOs and other interest groups will be tapped to assist the RECs in implementing community organizing program. Visioning and par ticipatory planning activities will be under taken to elicit inputs on the proposed ecotourism program in the key sites. 1 . 4 . 3 S U P P O R T S E R V I C E S Programs per taining to security, health/ rescue ser vices, waste management and disaster/ emergency management will have to be strengthened to make the key sites more attractive and competitive in the market. 5 . 7 E C O T O U R I S M F U N D 1 . 5 . 1 C O N C E P T A National Ecotourism Fund will be established to suppor t the key sites and foster par tnership in developing ecotourism models. The fund will “kick-star t” ecotourism development, promotes joint training and marketing, and facilitates technical assistance. 1 . 5 . 2 N A T U R E The fund will be based on a 50/50 matched scheme. The NESC will establish the criteria and procedure for accessing the fund. Projects accredited and endorsed by the NESC/ RECs will be eligible for suppor t from the fund. 1 . 5 . 3 S O U R C E S International/ mutli/ bilateral donors and local agencies will be tapped to suppor t the fund. Moreover, user fees and charges will be considered as potential sources of the fund. 5 . 8 M O N I T O R I N G A N D E V A L U A T I O N A system for monitoring and evaluation will be designed and institutionalised at the national, regional and site levels. At the national level, the NESC will monitor the implementation of the NEP by coordinating with the concerned agencies and institutions to determine status of the various programs and identify gaps in the implementation of the Strategy. The RECs will monitor project implementation and submit status repor ts to the NESC. Protected Area Superintendents (PASUs) and ecotourism operators will conduct monitoring and evaluation at the site level and submit status repor ts to the RECs. R e s p o n s i b l e A g e n c i e s / E n t i t i e s NESC, RECs, ETWG, Industry/ Tourism Association, NGAs, LGUs, Academe, etc. NESC, RECs, ETWG, Industry/ Tourism Association, NGAs, LGUs, Academe, etc. NESC, RECs, ETWG, Industry/ Tourism Association, NGAs, LGUs, Academe, etc. D e s i r e d O u t c o m e s Focussed development effor ts in key ecotourism sites Established network of sites and product Enhanced coordination between and among stakeholders Established system for standards and accreditation Adopted ecotourism icons/ symbols Ecotourism ethics developed and institutionalized Ecotourism product classified and graded Databanking system output Ecotourism site planning techniques Banner sites promoted as international ecotourism destinations Target markets identified Market imaged developed Tie-ups with international markets Ecotourism integrated in to school cur riculum at all levels Enhanced awareness thru outreach program, workshops and seminars IEC materials produced and disseminated Pilot ecotourism projects established and replicated Communication network established P r o g r a m C o m p o n e n t 1. Key Ecotourism Sites 1.1 Site Selection 1.2 Network of Sites and Products 2. Product Development 2.1 Development of standards, regulations and accreditation systems 2.2 Adoption of internationally recognized ecotourism icons/ symbols 2.3 Development and institutionalization of ecotourism ethics 2.4 Classification of products/ grading of activities 2.5 Development of institutional guidelines and modules for ecotourism planning and development 3. Marketing and Promotions 3.1 Destination awareness 3.2 Market positioning 3.3 Marketing activities F i g u r e 5 - 7 S u m m a r y o f t h e N a t i o n a l E c o t o u r i s m P r o g r a m R e s p o n s i b l e A g e n c i e s / E n t i t i e s NESC, RECs, ETWG, Industry/ Tourism Association, NGAs, LGUs, Academe, etc. NESC, RECs, ETWG, Industry/ Tourism Association, NGAs, LGUs, Academe, etc. NESC, RECs, ETWG, Industry/ Tourism Association, NGAs, LGUs, Academe, etc. NESC, RECs, ETWG, LGUs D e s i r e d O u t c o m e s Capacity program implemented Empowered local community Programs for security, health, rescue ser vices, waste management, disaster/ emergency strenghten National ecotourism fund established 50/50 scheme Criteria and procedure for accessing the fund develop International, bi-lateral, multilateral, local donors tapped Monitoring and evaluation institutionalized P r o g r a m C o m p o n e n t 4. Education and Advocacy 4.1 National and local effor t for ecotourism education 4.2 Information, education and communication materials 4.3 Model ecotourism projects 4.4 Philippine Ecotourism Communication Network 5. Support Programs 5.1 Capability building 5.2 Community organizing 5.3 Suppor t ser vices 6. Ecotourism Fund 7. Monitoring and Evaluation 72 73 F i g u r e 5 - 3 : K e y S i t e L i n k a g e s i n N o r t h e r n L u z o nFigure 5-1: Key Ecotour ism Si tes (map) Laoag Clark Manila Cebu Davao Conservation Research Mapping and Systems Development WWF Philippines (Kabang Kalikasan ng Pilipinas) Copyright© WWF Philippnes 2002 Conservation Research Mapping and Systems Development WWF Philippines (Kabang Kalikasan ng Pilipinas) Copyright© WWF Philippnes 2002 N O R T H E R N L U Z O N 1 Batanes 2 Vigan 3 Peñab lanca 4 Cordi l ler a Rice Ter r aces 5 Hundr ed I s l ands 6 Mt. P inatubo S O U T H E R N L U Z O N 7 Wawa Dam 8 M t . Mak i l i ng 9 Tagaytay/Taal Volcano 10 Mt . I sa r og 11 Mayon Vo l cano 12 Donso l 13 Bu lusan Vo l cano 14 Apo Ree f 15 Mt . Gu i t i ng -Gu i t i ng 16 El Nido 17 Puer to Pr incesa Underground Ri ver 18 Tubbbatah Reef V I S A Y A S 19 Soho ton Caves 20 Lake Danao 21 Mt. K anlaon 22 Olango I s l and 23 Bohol 24 Tañon Str a i t 25 Apo I s l and M I N D A N A O 26 S i a r gao 27 Camigu in I s l and 28 Agusan Mar sh 29 Misamis Or iental 30 D ipo log 31 Mt. Apo 32 Lake Sebu 1 2 3 6 4 5 8 9 14 15 10 11 12 13 19 20 22 21 16 17 18 23 24 25 30 29 27 28 26 31 32 Batanes Laoag Cordillera Rice Terraces Vigan Peñablanca Hundred Islands Mt. Pinatubo Clark MANILA Subic 7 74 75 Welcome to a fabled land of stunning landscapes. The Batanes Islands [1]—a rugged, rocky home to the friendly Ivatan people. Lying some 180 kilometers north of the Luzon mainland, well of urban life, Batanes’ isolation is perhaps its most endearing quality. Visitors will be treated to a wealth of cultural, historical and natural attractions. Batanes has its share of old Spanish churches, village dotted with traditional stone houses and an abundance of beautiful scenery. Vigan [2]—a sleepy colonial-era town located on the west coast of Luzon, it is a place where past meets the present. Once called” a piece of Spain in the orient” this locale evokes a feeling of life in 18th century Philippines with cobbled streets, antiques and clip-clopping calesas. Vigan’s most popular attractions are of course, its centuries old houses, cobbled stones and “baroque” churches, which have all but remain unchanged from their turn of the century heydays. Vigan you see is eight hours, 400 kilometers and a century away from Manila. Located at the northeastern tip of Luzon, the Peñablanca Protected Landscape [3] is known for its countless caves and lush, fertile land. It is verdant junction to some of the region’s greatest landscape—the Cordillera and Sierra Madre Mountains lie on its western and eastern borders, providing the perfect setting for some truly intense eco-adventures. Try your hand at spelunking in some of the best-preserved caves this side of the province. Get your feet wet, literally, in white water kayaking expedition. Should you wish to keep your feet dry, there is also a host of less-hectic activities for the eco-tourist. 1 3 2 76 77 A vast, 23,000 sq. km. chunk of mountainous terrain in Northern Luzon, the Gran Central Cordillera [4] Mountains capture the imagination with cool foggy weather and majestic rice terraces. Bounded by the lowland provinces on all sides, it is essentially a landlocked region, its lush valleys, and pine-covered peaks making it one of the Philippines’ most popular destinations. Despite this seemingly forbidding landscape, the Cordilleras are actually home to numerous ethnic communities. There are around eleven of such groups in the highlands, all of them possessing their own unique cultures, customs and traditions. First there is the terrain: a vast expanse of land reaching out to the horizon, strewn with hills, mountains, streams, rocks, pebbles and boulders the size of cars. Then there’s the omnipresent sand, which gets into everything and everywhere else. Finally, there’s the journey itself: sixty minutes of bumping, grinding 4x4 action, followed by three hours of trekking. Raw, rugged yet beautiful, Mt. Pinatubo [6] is no easy climb—it makes you pay on the way up. Rising some 1,780 meters above the plains, it made the headlines when it erupted in 1991. Devastating central Luzon, it dumped tons of ashes and made raging rivers of lahar. These days however Mt. Pinatubo is the focus of attraction for eco-tourists. No need to count them to realize the boatload of fun they offer. The Hundred Islands National Park [5] is Pangasinan’s provincial pride, consisting of a small archipelago off the coast of Alaminos. Call it a tiny version of the Philippines, its 200 plus green topped, white ringed islets set amidst a brilliant backdrop of deep blue. 4 5 6 78 79 F i g u r e 5 - 4 : K e y S i t e L i n k a g e s i n S o u t h e r n L u z o n Climb the world’s smallest volcano or simply view it from the cool foggy slopes of nearby Tagaytay City. Aside from being fairly challenging and rugged climb, Taal Volcano [9] is a major lesson in earth science. Situated among red oxidized soil and smoking vapor vents in the main crater, which houses a small lake of sulfur and water. Up here the wind is cool, atmosphere calm and the view breathtaking. Such a lovely sight, one might say, that belies this land’s awesome but violent nature. For decades, the seafaring natives of Donsol [12], Sorsogon have been living in the company of the butanding— huge, gentle whale sharks that live in great numbers offshore. In a still unexplained natural phenomenon, droves of these animals congregate in the waters of this town during summer months, forming the main attractions in a bustling eco-tourism industry. Conservation Research Mapping and Systems Development WWF Philippines (Kabang Kalikasan ng Pilipinas) Copyright© WWF Philippnes 2002 12 9 MANILA Tagaytay/Taal Volcano Mt. Makiling Mt. Isarog Bulusan Volcano Mayon Volcano Donsol L:egaspi Mt. Guiting-Guiting Apo Reef San Jose El Nido Puerto Princesa Underground River Tubbataha Reef Wawa Dam 80 81 For both tyro trekker and hardened hiker, Southern Luzon has a wealth of landscapes waiting to be explored. It offers five of the best climbs this side of the islands, each with its own unique set of challenges and difficulties. Straddling the border between Batangas and Laguna, deep in Southern Tagalog country, Mt. Makiling beckons with its numerous hot springs and hiking trails. There are also plenty of resorts nearby, sharing the cool mountain air and the lush greenery with a number of educational institutions. Further south is the majestic Mt. Mayon [11], an active volcano boasting an almost perfect cone and Mt. Isarog [10] and Mt. Bulusan [13]—all of them replete with the rich flora and fauna of the Bicol region. Mt. Guiting-Guiting [15] found on the island of Sibuyan possesses many species of flora and fauna found nowhere else in the country. 11 13 15 82 83 Named after the nests made by rare birds which is the main ingredient for a tasty delicacy, El Nido [16] archipelago in Palawan evoke images of an untainted paradise. Steep limestone cliffs and lush vegetation are a common sight along its numerous islands, complemented by picturesque hidden lagoon and serene forests. Palawan’s famous river is undoubtedly one of the province’s most visited sites. Glide through the awesome caverns of St. Paul’s Underground River [17], taking in the cool air and the calm, quiet darkness below. It is a breathtaking trip to the bowels of the earth, one that could well whet your appetite for more subterranean sojourns. Should you wish to do some more you can also check out the rest of the St. Paul National park— there are quiet treks, scenic boat rides and many more caves. A small, solitary islet lying between the provinces of Oriental Mindoro and Palawan, Apo Reef [14] has an uncanny characteristic that belies its diminutive size. White sand beaches, saltwater lakes and superb blue water diving are only a few of its many attractions. Located right in the middle of the Sulu Sea, the Tubbataha Reef [18] is one of the most beautiful dive spots in the Philippines. It is home to a dazzling array of marine wildlife, making it a favorite among diving enthusiasts from all over the world. 16 17 14 18 84 85 F i g u r e 5 - 5 : K e y S i t e L i n k a g e s i n V i s a y a s Bohol may be a small island but it ranks high on the ecotourism scale. Be it deep jungle, lush lowland or high seas, there is something in here for every ecotourist’s mood and preference. Nature lovers would do well to visit the famous Chocolate Hills [23], head on to Loboc River Safari, among many other destinations. For the offshore enthusiasts, there’s a virtual treasure trove of dive sites to visit and explore. Sohoton Caves Cebu Lake Danao Tacloban Bohol Apo Island Tañon Strait Mt.Kanlaon Bacolod Dumaguete Olango Island Conservation Research Mapping and Systems Development WWF Philippines (Kabang Kalikasan ng Pilipinas) Copyright© WWF Philippnes 2002 23 86 87 A small marine wildlife sanctuary off the coast of Negros Oriental, Apo Island [25] beckons with its pristine shoreline and sparkling blue waters. Make your way here on a native outrigger boat. Bring out the flippers, snorkel and scuba gear, and prepare for an exciting round of seaside adventures. The waters of Tañon Strait [24] are host to a unique ecotourism attraction: pods of dolphins eagerly awaiting visitors from land! The starting point for most dolphin watching tours is the town of Bais, Negros Oriental where sightseeing boats can be easily rented. Spend a day with these fun loving creatures of the sea—we guarantee an interactive experience you won’t forget. The Sohoton Caves National Park [19], an 840-hectare nature reserve, beckons with an endless array of subterranean delights. Make your way through the pristine rock tunnels filled with exquisite formations. There are underground streams, natural bridges and huge sky lit caverns, all spread out over dozens of underground chambers. 25 19 24 88 89 Keeping watch over much of Negros Island is Mt. Kanlaon [21], a towering 2,465 meter high volcano. Within its slopes lie an abundance of natural attractions. Greenery covers much of its surface, along with dwarf forests, pine trees, several lakes and a huge main crater that makes this particular climb unique. typical treks take up to 3-4 days, giving ecotourists enough time to see such sights as the Buslogan and Oro Waterfalls, the Samok lagoon and the Margaha Valley. Way before the scientists and the ecotourists arrived here, the flat, muddy plains of Olango Island [22] were already host to a set of visitors. Every year from February-April, thousands of migratory birds plying the East Asian migratory flyway arrive to make a stopover at the wildlife reserve. Essentially a huge 920 hectare protected wetland, the Olango Island Wildlife Sanctuary serves as a resting place for a variety of migrating water birds.Tucked away in a quiet corner of Leyte is a mountain refuge unlike any other. Lying some 2,600 feet above sea level, Lake Danao [20] is a favorite picnic spot for Leyteños. This national park brims with simple yet enjoyable diversions like hiking, horseback riding and river rafting. Check out the nearby Daguitan Rapids, then visit the equally scenic Lake Mahagnao, or perhaps trek the entire 40-km. length of the Leyte Mountain Trail. 21 23 20 90 91 F i g u r e 5 - 6 : K e y S i t e L i n k a g e s i n M i n d a n a o Camiguin There is more to this city than just it’s tasty sardines. Situated in the northern coast of Zamboanga del Norte, Dipolog [30] is a bonafide gateway to the unspoiled, untainted side of Mindanao. In Dipolog one can enjoy the sandy beaches and crystal clear waters of Dapitan Bay and Aliguay Island, then head off for a refreshing hike up the nearby mountains. Time for a hearty helping of sun, sand and surfing action. Since the early nineties, Siargao Island [26] off the coast of Siargao del Norte has been a magnet for surfers worldwide. This island’s southeastern coast has just the right geographic ingredients to produce the perfect wave, making it host to a vibrant international surfing community. Siargao Agusan Marsh Misamis Oriental Camiguin Island Dipolog Lake Sebu Mt. Apo Davao Gen. Santos Cagayan de Oro 26 30 92 93 A center of trade and commerce in the Northern Mindanao region, Misamis Oriental [29] possesses wealth of natural attractions ranging from highlands to high seas. There is a lot of everything in this province for ecotourists. For starters check out its world-class dive sites and beaches. There is also the Malasag Ecotourism Gardens, a breathtaking canopy walk, as well as countless other scenic hikes, caves and waterfalls. It is a small, sun-kissed island blessed with idyllic landscapes, a cozy lifestyle and gentle people. Camiguin [27], off the coast of Misamis Oriental, has proven itself worthy of a place among the Philippines’ top anchor destinations. Check out its white-sand beaches, scenic waterfalls and therapeutic springs. The province is also home to a hiker’s haven of seven volcanoes—more than enough reason to visit this charming province. 27 29 29 94 95 Described as one of the most beautiful places in the Philippines, Lake Sebu [32] lies 3,000 ft. above sea level, a calm, quiet refuge for the concrete-wary soul. Located on the Mountains of South Cotabato, it is home to the T’Boli and B’laan minority groups. Rising some 9,691 ft. above sea level, the slopes of Mt. Apo [31] beckon. It is the Philippines’ tallest peak, complete with its own set of obstacles and challenges. But don’t be daunted—as any veteran outdoorsman will tell you: the rewards up there are definitely worth the long grueling climb. The Agusan Marsh [28] is an integral part of the Central Mindanao ecosystem, acting as a catch basin absorbing much of the area’s rainfall and preventing them from flooding the surrounding communities. 31 28 32 96 97 F i g u r e 6 - 1 A c t i o n P l a n f o r N a t i o n a l E c o t o u r i s m S t r a t e g y Key Ecotourism Sites 1. Define the ecotourism products in the key site 2. Determine the target markets and infrastructure 3. Identify existing ecotourism operators in the key site 4. Develop programs to assist operators meet standards for ecotourism and strengthen the capacity 5. Review progress in the key sites 6. Promote small and medium scale businesses and assess the need for business enhancement 7. Advocate the implementation of infrastructure requirements in close coordination with the LGUs and concerned NGAs 8. Produce promotional and visitor information materials 9. Under take continuous training for local ecotourism guides and resource management staff 10. Monitor visitor impacts in the key sites 11. Promote ecotourism investment in the area 12. Promote networking of sites and communication between and among stakeholders 13. Develop action plans for emerging and potential key sites GAA Bi-lateral Multilateral Private Sector Donors LGU,Local Tourism Council REC PAMB/ PASU DTI, NGAs, NGOs Concerned Agencies DOT, PVCV Private Sector PASU/ LGU DOT REC, Local Tourism Council, LGU REC, LGU REC/PAMB REC LGU REC REC LGU DOT LGU REC REC LGU NESC REC Program/ Activities Time Frame Implementing Agencies Funding Sources Short Medium Long Lead Support Term Term Term 2002- 2002- 2002 2004 2007 2012 6 Action Plan A n act ion plan in the shor t-term (2002 – 2004), medium-term (2002 – 2007) and long-term (2002 – 2012) has been prepared through a consultat ive process to represent the act iv it ies to be under taken col lect ively to implement the NES. Figure 6-1 outl ines the act ion plan on ecotourism. A regular review of the action plan is critical to assess progress and adjust priorities. The NESC will monitor the implementation of the action plan. • • • • • • • • • • • • • 98 99 Product Development 1. Develop standards for ecotourism product 2. Establish system for regulating ecotourism development 3. Implement an accreditation system to encourage the adoption of ecotourism standards by existing operators 4. Promote the use of internationally recognized ecotourism icons/ symbols 5. Advocate the institutionalization of ethics among visitors and operators 6. Establish a system for classifying products and grading of activities 7. Upgrade standards for accreditation to assure a high quality visitor experience and compete globally 8. Prepare institutional guidelines and modules for ecotourism planning and development 9. Formulate new rules and regulations and lobby for legislation to improve the delivery and management of ecotourism Marketing and Promotions 1. Establish banner sites as images for marketing Philippines. 2. Promote ecotourism products to existing and potential markets 3. Develop tour programs or itineraries highlighting the products available in the key sites GAA Bi-lateral Multilateral Private Sector Donors GAA Bi-lateral Multilateral Private Sector Donors REC LGU, Private Sector REC, LGUs Private Sector REC, LGU, Private Sector REC REC, LGU, Private Sector NGA, LGU, Private Sector, NGO PCVC REC, LGU NESC NESC NESC NESC REC NESC NESC NESC NESC PCVC, REC DOT Private Sector 4. Forge tie-ups with international wholesalers and tour operators to sell the Philippines as ecotourism destinations 5. Conduct familiarization programs for media, travel agents, air line representatives and tour operators to the key sites 6. Organize special events to reinforce market image 7. Refine objectives and develop a new marketing strategy Education and Advocacy 1. Develop model ecotourism projects 2. Encourage par ticipation in developing ecotourism programs 3. Mobilize the media suppor t to promote a positive image as an ecotourism destination 4. Produce information, education and communication (IEC) materials on the key sites 5. Establish the ecotourism communication network 6. Encourage par ticipation of organization working for ecotourism in the Philippines 7. Contract national consultants to work with NEPO in providing technical assistance 8. Send NEPO and ETWG members on study mission and exchange programs on ecotourism 9. Integrate ecotourism in educational curriculum at all levels 10. Create a cadre of multi disciplinary and experienced national consultants GAA Bi-lateral Multilateral Private Sector Donors GAA Bi-lateral Multilateral Private Sector Donors LGU, Private Sector Private Sector REC Private Sector, LGU LGU, Private Sector, REC NGA, LGU, NGO PIA, Private Sector PCVC, REC REC, LGU DepEd NGO, Private Sector DOT REC, LGU Private Sector REC NESC PCVC, REC LGU NESC, LGU LGU, Private Sector NESC REC NESC NESC NESC NESC • • • • • • • • • • • • • • • • • • • • • • • • • • 1 0 0 11 . En co ur ag e th e pa rt ic ip at io n of in di vi du al s an d or ga ni za tio ns w or ki ng o n ec ot ou ri sm o ut si de of t he P hi lip pi ne s Su p p o rt P ro g ra m 1. C on du ct t ra in in g ne ed s fo r ec ot ou ri sm a t th e na tio na l, lo ca l an d si te le ve ls 2. D ev el op m od ul es f or id en tif ie d tr ai ni ng n ee ds 3. O rg an iz e co m m un iti es f or ec ot ou ri sm v en tu re s 4. I m pl em en t tr ai ni ng p ro gr am s 5. D ev el op m an ua ls f or c om m un ity or ga ni zi ng 6. D ev el op p ro gr am s pe rt ai ni ng to s ec ur ity , he al th , re so ur ce se rv ic es , w as te m an ag em en t an d di sa st er / em er ge nc y m an ag em en t N at io n al E co to u ri sm F u n d 1. U nd er ta ke c on su lta tio ns a nd fe as ib ili ty s tu dy in e st ab lis hi ng th e N at io na l E co to ur is m F un d 2. D ev el op c ri te ri a, g ui de lin es a nd pr oc ed ur es f or a cc es si ng t he Fu nd 3. S ol ic it do no rs ’ su pp or t to op er at io na liz e th e Fu nd 4. E nc ou ra ge p ro je ct s fo r fu nd in g su pp or t 5. T ap o th er p ot en tia l s ou rc es t o su st ai n th e Fu nd 6. R ef in e pr oc ed ur es t o al lo w o th er pr oj ec ts t o ac ce ss t he f un d GA A B i la te ra l M ul til at er al P ri va te S ec to r D on or s GA A B i la te ra l M ul til at er al P ri va te S ec to r D on or s RE C, L GU RE C, P .S . LG U, P .S . LG U RE C D O T, D B M D O F, D B M RE C LG U, P .S . P. S. N ES C N ES C N ES C RE C N ES C, N GO , N GA LG U N ES C N ES C N ES C N ES C, R EC N ES C, R EC N ES C, R EC N ES C, R EC • • • • • • • • • • • • • 1 0 1 7 Ap pe nd ic es 7 .1 A P P E N D IX 1 : E X E C U T IV E O R D E R N O . 1 1 1 E S T A B L IS H IN G T H E G U ID E L IN E S F O R E C O T O U R IS M D E V E L O P M E N T I N T H E P H IL IP P IN E S W h e re a s, it is th e po lic y of th e St at e to d ev el op a nd p ro m ot e su st ai na bl e to ur is m w hi le en jo in in g th e pa rt ic ip at io n of t he F ili pi no in e nh an ci ng t he g ro w th a nd c om pe tit iv en es s of th e P hi lip pi ne e co no m y; W h e re a s, i t is t he p ol ic y of t he S ta te t o en su re t he s us ta in ab le u se , de ve lo pm en t, m an ag em en t, pr ot ec tio n an d co ns er va tio n of th e co un tr y’ s en vi ro nm en t an d na tu ra l re so ur ce s an d cu ltu ra l he ri ta ge f or t he e nj oy m en t of t he p re se nt a nd f ut ur e ge ne ra tio ns ; W h e re a s, t he d ev el op m en t an d pr om ot io n of t he e co to ur is m i n th e P hi lip pi ne s ar e vi ab le a nd s us ta in ab le a ct iv iti es t ha t w ill p ro m ot e th e pr ot ec tio n of o ur e nv ir on m en t w hi le co nt ri bu tin g at t he s am e tim e to t he g ro w th o f th e ec on om y; W h e re a s, t he re i s a ne ed t o es ta bl is h an i nt eg ra tin g sy st em t ha t sh al l w ar ra nt an d fo cu s go ve rn m en t ef fo rt to su st ai n th e vi ab ili ty of ec ot ou ri sm de ve lo pm en t in t he c ou nt ry a nd ; W h e re a s, t he D ep ar tm en t of T ou ri sm ( D O T) a nd t he D ep ar tm en t of E nv ir on m en t an d N at ur al R es ou rc es ( D EN R) h av e is su ed a jo in t M em or an du m C ir cu la r fo r th e de ve lo pm en t of e co to ur is m in t he P hi lip pi ne s. N O W , T H E R E F O R E , I, J O S E P H E JE R C IT O E S T R A D A , P re si de nt o f th e P hi lip pi ne s, by v ir tu e o f th e po w er s ve st ed in m e by la w, d o he re by o rd er : SE CT IO N 1 . N at io na l Ec ot ou ri sm D ev el op m en t Co un ci l. Th er e is he re by cr ea te d a N at io na l Ec ot ou ris m D ev el op m en t Co un ci l (N ED C) t o be c om po se d of t he S ec re ta rie s of th e fo llo wi ng d ep ar tm en ts : To ur is m , En vi ro nm en t an d N at ur al R es ou rc es , In te rio r an d Lo ca l Go ve rn m en t, Tr ad e an d In du st ry , Fi na nc e, N at io na l E co no m ic a nd D ev el op m en t Au th or ity , an d Ed uc at io n, C ul tu re a nd S po rt s an d re pr es en ta tiv es fr om th e pr iv at e se ct or a nd n on g ov er nm en t or ga ni za tio ns . Th e Ch ai rp er so n m ay i nv ite o th er s ec to ra l re pr es en ta tiv es i n th e N ED C. T he N ED C, w ill s er ve a s th e po lic y m ak in g bo dy fo r ec ot ou ris m , s ha ll be c ha ir ed b y th e De pa rt m en t of T ou ris m a nd C o ch ai re d by t he D ep ar tm en t of E nv iro nm en t an d N at ur al R es ou rc es . 102 103 h.) Perform such other activities as may be necessary to car ry out the objectives of the Order. The REC shall have the following functions: a.) Review, evaluate, approve and monitor ecotourism projects in their region; b.) Implement policies, guidelines, programs, projects and activities formulated by the Council; c.) Identify network of ecotourism sites in the region; d.) Recommend plans and programs for ecotourism; and e.) Perform such other activities as may be prescribed by the council. SEC. 3. Secretariat Support. The NEDC shall establish an Ecotourism Technical Working Group to provide technical and administrative suppor t to the NEDC and NESC in the implementation of the Order. The NEDC may also request the ser vices and suppor t of other government agencies necessary in the development and implementation of ecotourism programs in the country. SEC. 4. Formulation of a National Ecotourism Strategy. A National Ecotourism Strategy shall by prepared by the Council to provide an integrated management plan which shall war rant a comprehensive direction for the future of ecotourism in the country by recognizing issues and problems for its sustainable development and recommend feasible approaches in addressing these issues. The Strategy shall be formulated in consultation with concerned stakeholders in the environment and tourism sectors including indigenous peoples and local communities to be affected by ecotourism development. SEC. 5. National Ecotourism Program. To complement and suppor t the aforementioned Strategy, a set of National Ecotourism Programs shall be developed. The program shall encompass the major aspects of ecotourism, which are: 1) development, management and protection of identified ecotourism sites; 2) product enhancement and development; 3) environmental education and information campaign; 4) suppor t programs for community stewardship and livelihood development. SEC. 6. Operational Budget. The Depar tment of Environment and Natural Resources (DENR) and Depar tment of Tourism (DOT) shall allocate funds from their respective regular budgets which shall be used for the operations of the NEDC. The NEDC is also empowered to generate funds through an appropriate financial mechanism and to receive aids, grants and/or donations. The funds generated from this mechanism shall be placed in an Ecotourism Fund to finance the various ecotourism programs and activities pursuant to the mandate of the NEDC. SEC. 7. Repealing Clause. All executive orders, circulars, rules and regulations or par ts thereof contrary to or inconsistent with the provisions of this Act are hereby repealed or modified accordingly. The NEDC shall have a National Ecotourism Steering Committee (NESC) and Regional Ecotourism Committees (REC) to effectively implement the programs and activities approved by the Council. The NESC shall have the following composition: DOT Undersecretary for Planning – Chairperson DENR Undersecretary for Environment – Co-chairperson Director, DENR - Protected Areas and Wildlife Bureau Director, DOT- Office of Tourism Development Planning Director, DOT- Office of Product Research and Development Director, DOT- Office of Tourism Standards Director, Depar tment of Interior and Local Government Private Sector Representative/s Non-Government Organization/s The REC, on the other hand, shall be composed of the following: Regional Director, DOT – Chairperson Regional Executive Director, DENR – Co-Chairperson Regional Technical Director for Environmental Management and Protected Area Sector (EMPAS), DENR NEDA-PCSD Private Sector Representative NGO Representative Concerned Local Government Unit Representative The Chairmanship of the Council and its committees shall have a term of three (3) years and shall be held on rotation basis by DOT and DENR. SECTION 2. Functions and Responsibilities of the Ecotourism Committees. The NESC shall be responsible for the following: a.) Formulate and develop a national ecotourism strategy and program for the promotion and development of ecotourism in the country; b.) Formulate and recommend policies, guidelines and programs relevant to the development and promotion of ecotourism in the country; c.) Review, evaluate and approve major ecotourism project proposals; d.) Devise an accreditation and incentives mechanism for ecotourism projects; e.) Conduct consultation with the local population to be affected by ecotourism development to integrate their cultural values and beliefs in ecotourism plans and programs which may be formulated through their own initiative; f.) Provide technical and financial assistance to communities which are included in the network of ecotourism sites to be established by the Council; g.) Super vise and monitor the implementation of policies, guidelines, ecotourism programs/ projects/ activities in the country; and 104 105 1.2 Definition of Terms. For purposes of these Guidelines, the following terms shall mean as follows: Ecotourism/Ecological Tourism – a form of sustainable tourism within a natural and cultural heritage area where community par ticipation, protection and management of natural resources, culture and indigenous knowledge and practices, environmental education and ethics as well as economic benefits are fostered and pursued for the enrichment of host communities and satisfaction of visitors Ecotourism Activities – passive and active forms of events including but not limited to bird watching, nature photography, hiking, diving, kayaking, mountaineering and caving Ecotourism Facilities – accommodation, lodging facil it ies and related amenities which blend with the natural and cultural environment of the area Ecotourism Resources – natural and cultural assets that attract visitors including but not limited to landscapes, endemic or rare f lora and fauna, cultural festivals and historical monuments Ecotourism Services – basic services for tourism activities including but not limited to transpor tation, food, guiding and interpretation of ser vices Ecotourism Product – a combination of ecotourism resources, facilities, activities and ser vices resulting in enhanced commitment to protect the natural and cultural heritage areas Ecotourism Strategy – coordinated set of planned actions for the development, promotion and management of ecotourism destinations Major Ecotourism Project – an integrated ecotourism development project located in a clear ly delineated area such as tourist zones, tourism estates, protected areas or such other areas as may be proclaimed/designated. The project may consist of several components of ecotourism such as attractions, facilities, ser vices, and activities Minor Ecotourism Project – a specific ecotourism project located either within or outside of the tourist zones, tourism estates, protected areas or such other areas as proclaimed/designated. Natural Areas – areas that remain in their natural state, thus, maintaining biodiversity and ecological processes Protected Areas – identified por tions of land and water set asideby reason of their unique physical and biological significance, managed to enhance biological diversity and protected against destructive human exploitation Recreational Zones – areas of high recreational, tourism, educational and/ or environmental values where ecotourism may be allowed in protected areas Sustainable Development – meeting the needs and aspirations of the present generation without compromising the abil ity of future generations to meet their own SEC. 8. Separability Clause. If any por tion of this Act is declared unconstitutional or invalid, any provision not affected thereby shall remain in full force and effect. SEC. 9. Effectivity Clause. This order shall take effect immediately. DONE in the City of Manila, this 17th day of June, in the year of Our Lord, nineteen hundred and ninety nine. (SIGNED) PRES. JOSEPH EJERCITO ESTRADA (SIGNED) RONALDO B. ZAMORA Executive Secretary 7 . 2 A P P E N D I X 2 : N E D C R E S O L U T I O N N O . 2 0 0 1 – 0 1 ADOPTING THE OPERATING GUIDELINES FOR EXECUTIVE ORDER NO. 111 – “ESTABLISHING THE GUIDELINES FOR ECOTOURISM DEVELOPMENT IN THE PHILIPPINES”. Whereas, Executive Order No. 111 series of 1999 established the institutional mechanism and guidelines for development and promotion of ecotourism in the Philippines; Whereas, on 19 December 1999 an Ad-hoc Committee was convened to draw up the implementing guidelines of Executive Order No. 111; Whereas, on 04 February 2000 a technical workshop on Executive Order No. 111 was held to formulate the operating and institutional mechanism for the implementation of Executive Order No. 111; Whereas, the First Meeting of the National Ecotourism Steering Committee held on 02 June 2000 recommended the adoption of operating guidelines for Executive Order No. 111; WHEREFORE, BE IT RESOLVED, AS IT IS HEREBY RESOLVED, that the following are adopted as the operating guidelines of Executive Order No. 111: SECTION 1. General Provisions 1.1 Basic Policy. The State shall develop and promote ecotourism as a tool for sustainable development to suppor t the development, management, protection and conser vation of the country’s environment, natural resources and cultural heritage. The State shall establish an integrating system to focus greater effor ts to sustain the viability of ecotourism development in the country. 106 107 2.2 The National Ecotourism Steering Committee (NESC) shall be composed of the Depar tment of Tourism (DOT) Undersecretary for Planning, Product Development and Coordination, Depar tment of Environment and Natural Resources (DENR) Undersecretary for Environment, now Policy and Technical Services, DENR Director for Protected Areas and Wildlife Bureau (PAWB), DOT Director for Tourism Development Planning, DOT Director for Product Research and Development, DOT Director for Tourism Standards, and Depar tment of Interior and Local Government (DILG) Director for Bureau of Local Government Development (BLGD). It will also have representative/s from the private sector and NGO(s). 2.3 The Regional Ecotourism Committees (RECs) shall be composed of the DOT Regional Director ; DENR Regional Executive Director, DENR Regional Technical Director for Environmental Management and Protected Area Sector, now Assistant Regional Executive Director for Operations, and representatives from the National Economic and Development Authority-Philippine Council on Sustainable Development (NEDA-PCSD), private sector, NGO and concerned local government unit. SECTION 3. Terms of Office 3.1 The NEDC, NESC and RECs shall be chaired on a three-(3)-year rotation basis by the DOT and DENR. For the fir st year of implementation, the DOT shall ser ve as the Chairperson of the Council and its Committees. 3.2 The membership of the private sector and NGO(s) to the Council and its Committees shall likewise be for three (3) years. However, such term may be extended for another three (3) years subject to the approval of the Council. SECTION 4. NGO and Private Sector Representatives 4.1 There shall be three (3) representatives each from the private sector and the NGO/s to the NEDC and NESC. 4.2 To ensure proper sectoral representation, one private sector representative shall come from the academe while one NGO representative shall come from the indigenous peoples. 4.3 The private sector and NGO representatives shall be designated by the NEDC pursuant to the criteria adopted for the purpose. 4.4 The Chairperson, with the concur rence of the Co-chair, may invite other sectoral representatives to the NEDC and NESC meeting/s to ser ve as resource person/s or consultant/s on specific matters under consideration. SECTION 5. Powers and Functions 5.1 The NEDC shall ser ve as the policy-making body for ecotourism. Sustainable Tourism – tourism that improves the quality of life of the host community, provides quality experience to visitors and maintains the integrity of the natural and cultural resources Tourism – activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes except for those activities that wil l be remunerated from within the area visited. The usual environment of a person consists of a cer tain area around his/her place of residence plus all other places he/she frequently visits Tourism Estate – large tract of land with well-defined boundaries and prescribed car rying capacities of tourism facilities and activities located in priority areas identified in the Philippine Tourism Master Plan, Regional Tourism Master Plans as well as those proclaimed by the President and/ or by Acts of Congress. Such lands shall be suitable for integrated tourism development under a unified and continuous management Tourist Zone – geographic area with well-defined boundaries proclaimed as such by the President and/or by acts of Congress. No development projects for any purpose shall be initiated and introduced within the zone prior to the formulation of a Tourism Development Plan 1.3 Application and Scope. These Guidelines shall apply to the development, establishment and promotion of ecotourism in the country that shall uplift the conditions of the local/host community and protect the environment and preser ve cultural heritage. Specifically, the Guidelines shall apply to: 1.3.1 Areas that have been identified or set aside for sustainable tourism purposes pursuant to law, presidential proclamation, executive order or other legal issuances without prejudice to prior rights and other per tinent laws; 1.3.2 Other areas that may have ecotourism potentials not set aside by laws but identified in the National Ecotourism Strategy/ Master Plan and/or by the National Ecotourism Development Council (NEDC). 1.3.3 Ecotourism activities, ser vices and facilities which are offered to visitors. SECTION 2. Composition of NEDC, NESC and RECs 2.1 The National Ecotourism Development Council (NEDC) shall be composed of the Secretaries of Tourism, Environment and Natural Resources, Interior and Local Government, Trade and Industry, Finance, Education, Culture and Spor ts, and the Secretary General of the National Economic and Development Authority as well as representatives from the private sector and Non-Governmental Organization (NGO). 108 109 SECTION 7. Secretariat Support 7.1 An Ecotourism Technical Working Group (ETWG) is hereby established to provide secretariat suppor t - both technical and administrative, to the Council and its Committees. 7.2 The ETWG shall be composed of three or more technical staff each from the DOT and DENR. However, the composition of the ETWG may be expanded to include other government agencies necessary in the development and implementation of ecotourism programs in the country. 7.3 The ETWG shall perform the following duties and responsibilities: 7.3.1 Review and evaluate project applications as to the completeness of the documentation and compliance with the guidelines set by the Council and NESC for the approval of major ecotourism projects; 7.3.2 Provide technical assistance to project proponents in the completion of necessary documents and, when necessary, extend suppor t in the design and preparation of proposals through training; 7.3.3 Provide assistance in the formulation of the National Ecotourism Strategy and the implementation of the National Ecotourism Program; 7.3.4 Monitor the implementation of the National Ecotourism Strategy and Program as well as the activities of the RECs; 7.3.5 Coordinate the regular meetings of the NEDC and NESC including the documentation and preparation of necessary materials; and 7.3.6 Perform all other activities and functions that may be deemed necessary by the NEDC and NESC. SECTION 8. National Ecotourism Strategy 8.1 A National Ecotourism Strategy shall be formulated and adopted to provide an integrated management plan and comprehensive direction for the development and promotion of ecotourism in the Philippines. The Strategy shall incorporate an analysis of the strengths and weaknesses as well as the oppor tunities and threats including the critical issues and problems in the implementation of the ecotourism program. It shall also establish the criteria for the selection and identification of network of ecotourism sites. 8.2 The Strategy shall be formulated in close consultation with all concerned stakeholders in the environment and tourism sectors including national and local governments, NGO, private sector, indigenous peoples and local communities. 5.2 The NESC shall be responsible for the following: 5.2.1 Formulate and develop a national ecotourism strategy and program for the promotion and development of ecotourism in the country; 5.2.2 Formulate and recommend policies, guidelines and programs relevant to the development and promotion of ecotourism inthe country; 5.2.3 Review, evaluate and approve major ecotourism project proposals; 5.2.4 Devise an accreditation and incentives mechanisms for ecotourism projects in close consultation with the Depar tment of Finance; 5.2.5 Conduct consultation with the local population to be affected by ecotourism development to integrate their cultural values and beliefs in ecotourism plans and programs which may be formulated through their own initiative; 5.2.6 Provide technical and financial assistance to communities which are included in the network of ecotourism sites to be established by the Council; 5.2.7 Super vise and monitor implementation of policies, guidelines, ecotourism programs/ projects/ activities in the country; and 5.2.8 Perform such other activities as may be necessary to carry out the objective of Executive Order No. 111 or as may be designated by the NEDC. 5.3 The RECs shall have the following functions: 5.3.1 Review, evaluate, approve and monitor minor ecotourism projects in their respective regions; 5.3.2 Implement policies, guidelines, programs, projects and activities formulated by the Council; 5.3.3 Identify network of ecotourism sites in the region; 5.3.4 Recommend plans and programs for ecotourism; and 5.3.5 Perform such other activities as may be prescribed by the Council. SECTION 6. Meetings 6.1 The NEDC shall hold regular quar ter ly meetings. However, upon the recommendation of the NESC, the Chairperson may with the concur rence of the Co-chair call a special meeting of the Council to discuss urgent issues and concerns. The Chairperson and Co-chair of the NESC may be included during the Council meeting. 6.2 The NESC shall hold regular monthly meetings every last Thursday of each month. However, the NESC Chairperson may call a special meeting from time to time as the need arises. 6.3 The RECs shall hold regular monthly meetings. The RECs may also call a special meeting from time to time as the need arises. 110 111 7 . 3 A P P E N D I X 3 : L I S T O F E O 1 1 1 B O D I E S N A T I O N A L E C O T O U R I S M D E V E L O P M E N T C O U N C I L Secretary RICHARD J. GORDON DOT Secretary HEHERSON T. ALVAREZ DENR Secretary JOSE D. LINA, JR. DILG Secretary MANUEL A. ROXAS II DTI Secretary RAUL S. ROCO Dep Ed Secretary JOSE ISIDRO N. CAMACHO DOF Secretary DANTE B. CANLAS NEDA Dr. HELENA Z. BENITEZ Private Sector Mr. ALBERTO A. LIM Private Sector Mr. VICTOR A. CONSUNJI Private Sector Atty. DOMINGO EGON Q. CAYOSA NGO Atty. DANTE A. CARANDANG NGO Mr. MARIANO G. PAGANG NGO N A T I O N A L E C O T O U R I S M S T E E R I N G C O M M I T T E E Undersecretary EVELYN B. PANTIG DOT Undersecretary DEMETRIO L. IGNACIO DENR Director WILFRIDO S. POLLISCO DENR/PAWB Director TERESITA M. MISTAL DILG Director ELIZABETH F. NELLE DOT Director VICTORIA V. JASMIN DOT OIC ROLANDO CAÑIZAL DOT Mr. JOSE MA. LORENZO P. TAN Private Sector Ms. REMEDIOS A. RAYMUNDO Private Sector Dr. IGNACIO S. PABLO Private Sector Dr. DELFIN J. GANAPIN NGO Sis. LUZ EMMANUEL SORIANO NGO Dra. JULIE CABATO NGO N A T I O N A L E C O T O U R I S M T E C H N I C A L W O R K I N G G R O U P Mr. ROLANDO CAÑIZAL DOT Ms. VERNA BUENSUCESO DOT Mr. WARNER ANDRADA DOT Ms. ARLENE ALIPIO DOT Mr. ALEX MACATUNO DOT Mr. ALAIN C. QUESEA DOT Ms. MA. LIZA RAMOS DEL MUNDO PCVC Ms. CONSOLACION CRISOSTOMO DENR Ms. PRISCILLA CALIMAG DENR-PAWB 8.3 As far as necessary, the Strategy shall recognize and integrate ongoing initiatives of any organization or individual at the national and/or local levels to harness skills, exper tise, experiences and learnings from project design, implementation, monitoring and evaluation. 8.4 Until such time that the National Ecotourism Strategy is completed, the NESC/ REC shall review and approve ecotourism projects based on established criteria for major and minor projects. SECTION 9. National Ecotourism Program 9.1 A National Ecotourism Program shall be developed pursuant to the National Ecotourism Strategy which shall encompass the following: 9.1.1 development, management and protection of identified ecotourism sites; 9.1.2 product development and enhancement; 9.1.3 accreditation; 9.1.4 investment promotion; and 9.1.5 suppor t programs for community stewardship and livelihood development. Section 10. Funds 10.1 The DOT and DENR/ PAWB shall allocate funds from their respective regular budgets to be used for the operations of the NEDC, NESC and the RECs. 10.2 The NEDC shall generate funds through an appropriate financial mechanism and shall receive aids, grants and/or donations. The funds generated from this mechanism shall be placed in an Ecotourism Fund to be administered by the NESC to finance various ecotourism programs and activities. SECTION 11. Effectivity These Operating Guidelines shall take effect immediately. ADOPTED this 19th day of December, 2000, at Manila, Philippines. (Signed) GEMMA CRUZ-ARANETA Secretary, Depar tment of Tourism and Chairperson, NEDC 112 113 R e g i o n 5 Director MARIA ONG-RAVANILLA – DOT Regional Exec. Director OSCAR HAMADA – DENR Mr. NATHAN SANTOS – DENR Director MARLENE RODRIGUEZ – NEDA Ms. DOROTHY NAVARRO – NGO R e g i o n 6 Director EDWIN G. TROMPETA – DOT Regional Exec. Director RAOUL GEOLLEGUE – DENR Assist. Director CELSO B LORIEGA – DENR Atty. TRUMAN T. CAINGLET – NEDA Mr. JORGE ABORDO – NGO R e g i o n 7 Director PATRIA AURORA B. ROA – DOT Regional Exec. Director AUGUSTUS MOMONGAN – DENR Mr. ALLAN ARRANQUEZ – DENR Director ROMEO ESCANDOR – NEDA Ms. MA. MONETTE FLORES – NGO R e g i o n 8 Direcor NORMA M. MORANTE – DOT Regional Exec. Director PEDRO V. CALIXTO – DENR Ms. CORAZON H. MAKABENTA – DENR Atty. BUENA VENTURA C. GO-SOCO JR. – NEDA Ms. CLARITA P NAPOLES – PRIVATE SECTOR Ms. MARGARITA T. DE LA CRUZ – NGO R e g i o n 9 Director RICARDO A. SAN JUAN – DOT Regional Exec. Director MAXIMO O. DICHOSO – DENR Asst. Director ROGELIO RAGASA – DENR Director RAFIEL G. ABARRO – PRIVATE SECTOR Datu HAMID A. GUMAGA – NGO R e g i o n 1 0 Director DOROTHY JEAN B. PABAYO – DOT Regional Exec. Director FERNANDO P. QUILILAN – DENR Asst. Director SABDULLAH C. ABUBACAR – DENR Director RAYMUND E. FONOLLERA – NEDA Mr. ROEL S. UY – PRIVATE SECTOR Mr. MANUEL VALDEHUEZA – NGO R e g i o n 1 1 Director SONIA GARCIA – DOT Mr. VICTORINO MENDOZA – DENR-PAWB Ms. THELMA PEREZ – DENR-PAWB Ms. GLORIA RAMIREZ – DENR-PAWB Ms. ANGELINA N. CORTEZ – DILG Ms. THELMA Q. ABDULRAHMAN – DILG Mr. MIKE REYES – NEDA R E G I O N A L E C O T O U R I S M C O M M I T T E E S N C R Director REYNATO L. CHUA – DOT Regional Exec. Director CORAZON C. DAVIS – DENR R e g i o n 1 Director ERNESTO B. MALAY JR. – DOT Exec. Director. VICTOR J. ANCHETA – DENR Assist. Director ISIDRO NALUPA – DENR Director LEONARDO N. QUITOS JR. – NEDA Director MANUEL V. BIASON – DILG Ms. MA LUZ O. BOLONG – PRIVATE SECTOR Dr. ROBERTO DELOS REYES – NGO R e g i o n 2 Director. BLESSIDA G. DIWA – DOT Regional Exec. Director ALFREDO PASCUAL – DENR Mr. GAUDENCIO BARTOLOME – DENR Director CARMELITA RIMANDO – NEDA Mr. GERMAN C. AGATEP – PRIVATE SECTOR Mr. OLIMPIO MUÑOZ – NGO R e g i o n 3 Diector RONALDO TIOTUICO – DOT Regional Exec. Director. GREGORIO O. NISPEROS – DENR Ms. LORMELYN E. CLAUDIO – DENR Director CONRADO J. OLIVEROS – DOST Director REMEGIO A. MERCADO – NEDA Mr. ROMEO MAGLAQUI – PRIVATE SECTOR Mr. ED MANANGU – NGO R e g i o n 4 Director LOUELLA C. JURILLA – DOT Regional Exec. Director SAMUEL PEÑAFIEL – DENR Assist. Director ELVERO C. EUSEBIO – DENR Director OSCAR BALBASTRO – NEDA Mr. ANDREW NOCON – PRIVATE SECTOR Ms. IRMA MARCELO – NGO 114 115 7 . 4 . 2 T A R G E T M A R K E T S P r i m a r y T a r g e t s Target markets should build on cur rent priorities, and expand the market base to attract visitors with proven interest in ecotourism products. • Shor t haul: Japan, China, Korea, Taiwan. • Long haul: Nor th America, and Australasia • Regional expatriates. • Balikbayans. • Domestic segments. S e c o n d a r y T a r g e t s • Shor t haul: Other Asian segments (Malaysia, Singapore etc.) • Long haul Europe (UK, Germany, France, Scandinavian countries, Benelux) DOT and PCVC can build on cur rent travel trade networks and concentrate marketing effor ts in the shor t and long haul primary markets for maximum impact and cost effectiveness. As a core strategy, direct cur rent business and beach segments into ecotourism by offering modules of ecotourism and activity-based adventure as “business plus” and “beach-plus” options. Seek out and promote to segments of target markets whose travel motivations match the Philippines ecotourism and diving products. 7 . 4 . 3 R E S E A R C H A N D M O N I T O R I N G Advocate for market-led development in ecotourism areas based on sound research and monitoring with DOT and DENR. Improve the collection and analysis of accurate and timely ar rival information in ecotourism and protected areas. NEPO and the Ecotourism Network could play a pivotal role in the collection and cor relation of data. 7 . 4 . 4 D E S T I N A T I O N A W A R E N E S S M a r k e t I m a g e A destination market image needs to reflect reality and accurately pitch visitor expectations. Deliverable tour programs and itineraries must suppor t market images. The Philippines needs to be branded and positioned in source markets with a strong and distinct market image based on the Banner Sites that features ecotourism products, along with current beach and nightlife images. Unique selling points from the Banner Sites might include: diving coral reefs, wreck diving, whale sharks, whales / dolphins, tarsier, Philippines eagle, bat flight, river running, local boats, volcanoes (Mt. Mayon) and mountain trekking. Establishing the Philippines’ people as rich in culture, English-speaking, warm and hospitable. The current WOW campaign could be expanded to include such taglines as “Walk On the Wildside”, “Wealth of Whales” “Watch our Wildlife” etc. Branding the whole country with an ecotourism image could include an “Eco-Philippines” or “WOW-Eco” campaign. M a r k e t P o s i t i o n i n g Positioning needs to be targeted regionally to meet specific market preferences, reinforcing the Philippines’ products with an internationally competitive edge. The following examples should be considered. Regional Exec. Director CLARENCE L. BAGUILAT – DENR Asst. Director BIENVENIDO LIPAYON – DENR Director AURORA R. PELAYO – NEDA Ms. WANDA TEO – PRIVATE SECTOR Mr. DENNIS SALVADOR – NGO R e g i o n 1 2 Director SOHURA T. DIMAAMPAO – DOT Regional Exec. Director MUSA C. SARUANG – DENR Assist. Director VINCENTE Y. CURTIZ – DENR Mr. USOP LALAO – NEDA Engr. CARPONIO RUSIANA JR. – PRIVATE SECTOR Atty. ERMELO N. LIBRE – NGO Mr. FRERDERICO FINO – LGU R e g i o n 1 3 Director MA. SALOME T. SALCEDO – DOT Regional Exec. Director ELIAS R. SERAPI – DENR Assist. Director ZOSIMO GELACIO – DENR Ms. CARMELITA S. COCHINGCO – NEDA Ms. EUFROCELES D. URDARBE – PRIVATE SECTOR Mr. RENATO JOSE C. VILLANUEVA – NGO 7 . 4 A P P E N D I X 4 : E C O T O U R I S M M A R K E T I N G P L A N An Ecotourism Marketing Plan is designed for implementation by DOT and PCVC and is included as a shor t-term priority in the NEP. Funding for the implementation of marketing activities will come from DOT’s component of the NEP, and the scope and timing of implementation will need to be assessed in view of funding availability. Only cost-effective recommendations have been made in recognition of funding constraints. Engaging the Philippines’ travel industry, as active par ticipants will be key to success. 7 . 4 . 1 M A R K E T I N G O B J E C T I V E S The Ecotourism Marketing Program provides DOT with the oppor tunity: • To establish the Philippines as a credible ecotourism destination in international source markets, using images from the Banner Sites. • To refresh and revive the Philippines’ international market image to attract new ecotourism segments in a program integrated with PCVC’s campaigns. • To create pride and awareness in the Philippines’ natural and cultural resources with a domestic ecotourism. • To facilitate information f lows from product to market so as to attract increased private sector investment and encourage new community-based operators. • To suppor t the ecotourism effor ts of LGUs and NGOs to bring direct and indirect tourism revenue and benefits to local communities. 116 117 T r a d e F a i r s a n d T r a v e l S h o w s Feature ecotourism at mainstream travel shows and special interest fair s for both the trade and consumers as a cost-effective means of creating destination awareness, especially when suppor ted by the private sector. S a l e s M i s s i o n s , A g e n t S e m i n a r s a n d R o a d S h o w s Combine sales missions with trade fair s in target markets for maximum cost effectiveness. Travel agent seminars are useful when closely coordinated with selected international wholesalers and Philippines operators, and ar ranged well in advance. Packages of Key Sites and images of Banner Sites should be promoted. J o i n t M a r k e t i n g Oppor tunities for joint marketing initiatives with neighbors and regional air lines (such as PAL, Singapore Air lines, Thai International etc.) can help establish ecotourism in the Philippines and tap into tourism flows, especially when security conditions improve. These might include joint promotions with diving and “Coral Triangle” coastal resource tourism in and around the Sulu and Sulawesi seas, and ecotourism circuits with ASEAN neighbors. 7 . 4 . 6 P R O M O T I O N A L A C T I V I T I E S I N T H E P H I L I P P I N E S Promotional activities that have proven successful in other destinations include: A g e n t s F a m i l i a r i z a t i o n T r i p s There can be no better promotion than to get key international ecotourism and adventure sales personnel to experience a destination fir st hand. DOT, PCVC and the NESC can actively foster targeting agents’ familiarization trips to ecotourism areas, especially to Key Sites, as a cost effective and useful strategy to promote destination awareness in par tnership with air lines, international wholesalers and Philippines travel operators. V i s i t i n g M e d i a P r o g r a m s Actively continue the visiting media programs, especially from local and international publications and television that reinforce the ecotourism market image, in par tnership with air lines, wholesalers and operators. Focus should be on the Key Sites and ecotourism products, adjusted for the dif ferent target markets. A d v e r t i s i n g Be cautious with adver tising in all source markets, as it can be very costly and ineffective unless carefully planned, targeted and monitored. Consider ecotourism adver tising in the travel trade and special interest press in medium and long haul targets. Rates in trade publications are considerably lower that general interest media, and trade adver tising suppor ts the trade strategies in these markets. D o c u m e n t a r y a n d F e a t u r e F i l m s Encourage the filming of wildlife, diving and adventure documentaries and even feature films in the Philippines as being a cost-effective means of promotion, especially when the market image is reinforced in target markets. • Long-haul Nor th America, Australisia, Europe coming on beach-plus and combination nature, adventure special interest visitors. Regional Western expatriates have similar preferences. • Scuba diving (Tubbataha, Apo Reef, Palawan, Cebu etc). • Marine mammal encounters (Tañon Strait, Bohol, Donsol). • Cordillera rice ter races and hikes. • Genuine cultural village visits such as Aetas (Pinatubo and Subic), Cordillera, Batanes, Mindanao. • Niche markets such as bird watchers, surfers (Siargao) and religious visitors. • Shor t-haul Japan, China, Korea, Taiwan and other Asians seeking add-on “business-plus”, “beach-plus”, “gaming-plus” etc. shor t breaks. • Volcano summit climbs (Kanlaon, Mayon, Pinatubo, Taal etc). • Scuba diving (Cebu, Palawan, Boracay, Batangas etc.). • Soft coastal adventure such as snorkeling, sea kayaking, canopy walkways, marine mammal viewing etc. (Hundred Islands, Palawan, Olango, Tañon Strait). • Organized soft adventure packages such as river running, canoeing, cave visits etc. • Managed cultural village visits and walks (Cordillera etc). • Surfing (Siargao). • Domestic segments and Balikbayans on shor t breaks and add-ons to religious holidays. • Fiestas, religious festivals and pilgrimages (Camiguin, Peñablanca, etc.). • Rafting and kayaking (Chico, Cagayan, Cagayan de Oro etc.). • Adventure activities such as volcano and mountain climbing, mountain biking, wildlife viewing (bats, tarsiers, Philippine eagles, whales / dolphins etc.). • Outdoor education visits to caves, forests and waterfalls including camping, school outings etc. • Special ecotourism events such as Adventure Races (Pinatubo, Davao etc). 7 . 4 . 5 O V E R S E A S M A R K E T I N G A C T I V I T I E S International marketing activities will include a combination of the following: M a r k e t R e p r e s e n t a t i o n Re-orient DOT’s cur rent, market representation ar rangements in major source markets to help position the Philippines as a destination offering quality ecotourism products. I n t e r n a t i o n a l W h o l e s a l e r s a n d T o u r O p e r a t o r s Seek and suppor t international specialist travel wholesalers and tour operators. This will be the most cost effective and efficient means of marketing and selling ecotourism, par ticular ly in long haul target markets. Niche wholesalers such as special interest (nature, culture, wildlife, ecotourism, adventure, etc.) and dive operators are of par ticular interest. 118 119 the National Ecotourism Network can help identify them, solicit their assistance and coordinate their contributions. 7 . 4 . 8 E C O T O U R I S M P R O D U C T D E V E L O P M E N T S U P P O R T Successful ecotourism marketing needs to be closely integrated with product development. The NESC, NEPO and National Ecotourism Network are all well placed to contribute to ecotourism marketing by ensuring DOT and PCVC has the most up-to-date information and detailed knowledge on ecotourism products in the Philippines, especially in Key Sites. Ecotourism market linkages and information f lows can be fostered with the grass roots level through the RECs, PAMBs and LGUs. B o o k s a n d C D R O M s Actively encourage the publication of books and CD ROMs on ecotourism activities in the Philippines. Recognize that cer tain guidebooks (such as the Lonely Planet series) are very inf luential in determining patterns of travel, par ticular ly with adventurous FITs. S p e c i a l E v e n t s Annual and one-off spor ting events and cultural festivals have been well developed for tourism in the Philippines. Multi-spor ts events, volcano races, river running and surfing competitions all reinforce the image. Facilitate par tnerships with the private sector so special events can, where appropriate, be managed, operated and marketed as commercially viable businesses. Maximize the coverage and exposure oppor tunities presented for the Philippines by marketing activities linked with International Year of the Mountains 2002, International Year of Ecotourism 2002, and so on. 7 . 4 . 7 S A L E S P R O M O T I O N A L M A T E R I A L There is a range of media options to use in promoting ecotourism in the Philippines. The use of each depends on the product and target markets. Effective promotional tools include: B r o c h u r e s a n d P r i n t e d M a t e r i a l New national destination marketing brochures will feature the Banner Sites, reflecting the market image. A special interest brochure could be a useful sales tool. A new series of high quality posters and stickers of extraordinary images from the Key Sites will help establish the ecotourism market image, serve as give-away items and provide a source of revenue. Sales promotional material promoting each individual Banner Sites can be designed at a national level in order to project a similar market image. DENR, LGUs, RECS and the National Ecotourism Network can assist with information for these publications at the local level. W e b S i t e s Ensure the Philippines’ web sites contain the new destination brochures and images. Websites need to be regular ly updated to be effective. Link web sites with international and local agents and NGOs for additional exposure. P r o m o t i o n a l V i d e o s a n d A u d i o V i s u a l s Videos are valuable promotional tools not only for operators but also for motivators and media and need to reflect ecotourism activities. They can be widely used for trade fair s, sales missions and seminars. P h o t o g r a p h i c R e s o u r c e s Give priority to building up a photographic resource library of the highest quality visuals reflecting the ecotourism market image based in the NEPO. Fresh photographic images are essential to suppor t the newly designed promotional material, web site, audio visual presentations, and for the use of operators and wholesalers. A number of highly competent professional photographers have worked in the Philippines. The NESC and