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Trends and Outlook in
the Philippine Travel
and Tourism Industry
STATE OF TOURISM:
MEASURING PERFORMANCE
•Visitor Arrivals
•Tourism Revenue
•Employment
•Tourism Investments
Tourist arrivals around the world increased by 4.4% in 2011
(from 939 Million in 2010 to 980 million in 2011)
DOMESTIC TRAVELLERS
(in million)
14.59
16.93
15.91
17.29
20.22
24.63 25.11
30.17
24.91 25.10
27.91
0.00
5.00
10.00
15.00
2...
Foreign Visitors in the Philippines
(in millions)
Total Number of Foreign visitors in
2011: 3.92 million
(11.28% increase ...
International Visitors to ASEAN (in million)
Rank Countries 2010 2009
1 Malaysia 24.58 23.65
2 Thailand 15.84 14.15
3 Sing...
Country Overall Index Sub-Indexes
Regulatory
Framework
Business
Environment and
Infrastructure
Human, Cultural
and Natural...
Source: DOT OTDP
YEAR
VISITOR ARRIVALS
Volume Growth Rate (%)
2000 1,992,169 - 8.2
2001 1,796,893 -9.8
2002 1,932,677 7.6
...
Rank Country Jan-Dec 2011
Arrivals
Share (%)
1 Korea 925,204 23.62
2 USA 624,527 15.94
3 Japan 375,496 9.59
4 China 243,13...
Top Markets of the Philippines 2011
23.62%
15.94%
9.59%6.21%
4.64%
4.36%
3.52%
3.00%
2.86%
2.67%
2.34%
1.56%
Korea
USA
Jap...
58%
19% 10%
6%
2%
5%
Asia
America
Europe
Australia/Pacific
Others/Unspecified
Overseas Filipinos
Tourism Revenue in 2010
16
 Over 100 billion pesos
(US$2.5 billion) spent by
foreign tourists
 11.3% growth compared to
...
Economic Impact of Tourism
17
 Accounted for 5.76% of
GDP (2010)
 About 3.647 million
directly employed mostly in
transp...
Tourism Investments
18
 P17.86 billion worth of
tourism projects in 2010
((BOI/PEZA)
 Mostly hotels and resorts
Source: ...
STATISTICAL DATA ON
DEMOGRAPHICS OF VISITORS
BASED ON
DOT VISITOR SAMPLE SURVEY 2010
2006-2010
Visitor Arrivals and Receipts
Particular
Visitor
Arrivals
% inc
Visitor
Receipts (in
Million $)
% inc
2006 2,843...
Visitor Profile &
Travel Characteristics 2010
Source: DOT – TRSD Reports: A/D Cards, Shipping Manifest, VSS
Mode of Travel...
Visitor Profile &
Travel Characteristics 2010
Source: DOT – TRSD Reports: A/D Cards, Shipping Manifest, VSS
 Purpose of V...
MAIN MOTIVATING FACTOR THAT INFLUENCED
PLEASURE/VACATION VISITORS IN CHOOSING THE
PHILIPPINES
Presence of Friends & Relati...
WHO INFLUENCED THE CHOICE OF PH as DESTINATION?
Friends, Relatives & Business Associates - 67.6 %
Made their own decision ...
ACTIVITIES DONE WHILE INTHE PHILIPPINES
1. Shopping - 75 %
2. Sightseeing - 30.2 %
3. Visit Friends & Relatives - 11.0 %
4...
Source: VSS Jan – Dec 2010
TOP THINGS LIKED MOST ABOUT VISIT TO THE PHILIPPINES
1. Warm Hospitality and Kindness of People...
AVERAGE PERCENTAGE OF EXPENDITURES MADE
1. Food & Beverage - 24.55 %
2. Accommodation - 23.06 %
3. Shopping - 19.19 %
4. E...
Visitors that did not intend visit another Asian country prior to
arriving in the Philippines
98.7 %
Visitors that did not...
Tourism
Infrastructure
and Enterprise
Zone Authority
SECRETARY
Tourism Regulation,
Coordination and
Resource Generation
To...
NATIONAL TOURISM DEVELOPMENT
PLAN
2011 - 2016
GOAL VISION
Develop and promote an
environmentally and
socially responsible
...
3 Main Principles of How Tourism Has to
Be Perceived in the Philippines in 2016
• Authenticity
• Refers to Filipino lifest...
Strategic Directions to Become the
Must-Experience Destination in Asia
1. Improving market access and
connectivity
2. Deve...
TOURISM PRODUCT
PORTFOLIO
Nature based
Tourism
Cultural Tourism Sun and Beach
Tourism
Cruise Tourism
Shopping,
Leisure and...
STRATEGIC DIRECTIONS AND ACTIONS
• Expand capacity of secondary
international gateways
• Expand connectivity between the
P...
PROSPECTS IN TOURISM
TRANSPORTATION
Additional investments in transportation
infrastructure required to support sustainabl...
STRATEGIC DIRECTIONS AND ACTIONS
• Develop diversified products that
engage local communities
• Implement mandatory accred...
STRATEGIC DIRECTIONS AND ACTIONS
• Institutionalize the roles of
DOT and LGUs
• Develop the competencies
and skills of tou...
2012
4.2 M international
arrivals
30.7 M domestic
travelers
PhP1,213 B in total
revenues
5.98% of GDP
3.9 M employment
201...
Product Development
Key products: nature, sun
and beach, culture
Strategic products: MICE,
leisure, entertainment and
shop...
• Define new key, strategic, opportunity-based, and
niche target markets and undertake market penetration
programs.
• Set ...
INTERNATIONAL MARKETS
• Korea, USA, Japan,
ChinaKey Markets
• Australia, Singapore,
Malaysia, Canada
Strategic
Markets
• I...
-Foreign visitor arrivals to grow by about 15%
per annum in next 5 years
-Core markets will still be Korea, US, Japan and
...
Trends and Outlook of Philippine Travel and Tourism Industry
Trends and Outlook of Philippine Travel and Tourism Industry
Trends and Outlook of Philippine Travel and Tourism Industry
Trends and Outlook of Philippine Travel and Tourism Industry
Trends and Outlook of Philippine Travel and Tourism Industry
Trends and Outlook of Philippine Travel and Tourism Industry
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Trends and Outlook of Philippine Travel and Tourism Industry

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Trends and Outlook of Philippine Travel and Tourism Industry

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Trends and Outlook of Philippine Travel and Tourism Industry

  1. 1. Trends and Outlook in the Philippine Travel and Tourism Industry
  2. 2. STATE OF TOURISM: MEASURING PERFORMANCE •Visitor Arrivals •Tourism Revenue •Employment •Tourism Investments
  3. 3. Tourist arrivals around the world increased by 4.4% in 2011 (from 939 Million in 2010 to 980 million in 2011)
  4. 4. DOMESTIC TRAVELLERS (in million) 14.59 16.93 15.91 17.29 20.22 24.63 25.11 30.17 24.91 25.10 27.91 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Source: NSCB Tourism Satellite Account • An average Filipino travels twice in six months for tourism purposes • Main purpose  Pleasure and vacation  VFR  Business  Medical  MICE • Average spent per day is Php 2,212 (2010) • Average length of stay per trip is 4 nights Sources: NSO and NSCB
  5. 5. Foreign Visitors in the Philippines (in millions) Total Number of Foreign visitors in 2011: 3.92 million (11.28% increase from 2010) Average length of stay: 8.21 nights Average daily expenditure: $83.59
  6. 6. International Visitors to ASEAN (in million) Rank Countries 2010 2009 1 Malaysia 24.58 23.65 2 Thailand 15.84 14.15 3 Singapore 9.16 7.49 4 Indonesia 7.00 6.32 5 Vietnam 5.05 3.75 6 Philippines 3.52 3.01 7 Cambodia 2.40 2.50 Source: World Tourism Organization (UNWTO) PHILIPPINES MARKET POSITION
  7. 7. Country Overall Index Sub-Indexes Regulatory Framework Business Environment and Infrastructure Human, Cultural and Natural Resources ASEAN Rank Overall Rank Score ASEAN Rank Overall Rank ASEAN Rank Overall Rank ASEAN Rank Overall Rank Singapore 1 10 5.24 1 6 1 5 3 23 Malaysia 2 32 4.71 2 42 2 38 1 14 Thailand 3 39 4.45 3 70 3 40 2 19 Brunei Darussalam 4 69 3.99 4 99 4 47 5 60 Indonesia 5 81 3.79 8 113 5 79 4 40 Philippines 6 86 3.73 5 85 7 89 6 70 Vietnam 7 89 3.70 6 92 6 85 8 76 Cambodia 8 108 3.43 7 111 8 113 7 74
  8. 8. Source: DOT OTDP YEAR VISITOR ARRIVALS Volume Growth Rate (%) 2000 1,992,169 - 8.2 2001 1,796,893 -9.8 2002 1,932,677 7.6 2003 1,907,226 -1.3 2004 2,291,352 20.1 2005 2,623,084 14.5 2006 2,843,345 8.4 2007 3,091,993 8.7 2008 3,139,422 1.5 2009 3,017,099 - 3.9 2010 3,520,471 16.68 2011 3,917,454 11.28
  9. 9. Rank Country Jan-Dec 2011 Arrivals Share (%) 1 Korea 925,204 23.62 2 USA 624,527 15.94 3 Japan 375,496 9.59 4 China 243,137 6.21 5 Taiwan 181,738 4.64 6 Australia 170,736 4.36 7 Singapore 137,802 3.52 8 Canada 117,423 3.00 9 Hongkong 112,106 2.86 10 United Kingdom 104,466 2.67 11 Malaysia 91,752 2.34 12 Germany 61,193 1.56 Source: Arrival/ Departure Cards
  10. 10. Top Markets of the Philippines 2011 23.62% 15.94% 9.59%6.21% 4.64% 4.36% 3.52% 3.00% 2.86% 2.67% 2.34% 1.56% Korea USA Japan China Taiwan Australia Singapore Canada Hongkong UK Malaysia Germany
  11. 11. 58% 19% 10% 6% 2% 5% Asia America Europe Australia/Pacific Others/Unspecified Overseas Filipinos
  12. 12. Tourism Revenue in 2010 16  Over 100 billion pesos (US$2.5 billion) spent by foreign tourists  11.3% growth compared to 2009  Mostly on shopping, accommodation, food and beverages, entertainment and local tours Source: Phil Tourism Satellite Account, NCSB. DOT
  13. 13. Economic Impact of Tourism 17  Accounted for 5.76% of GDP (2010)  About 3.647 million directly employed mostly in transport, restaurants, entertainment and recreation Source: Phil Tourism Satellite Account, NCSB. DOT
  14. 14. Tourism Investments 18  P17.86 billion worth of tourism projects in 2010 ((BOI/PEZA)  Mostly hotels and resorts Source: Phil Tourism Satellite, NCSB. DOT
  15. 15. STATISTICAL DATA ON DEMOGRAPHICS OF VISITORS BASED ON DOT VISITOR SAMPLE SURVEY 2010
  16. 16. 2006-2010 Visitor Arrivals and Receipts Particular Visitor Arrivals % inc Visitor Receipts (in Million $) % inc 2006 2,843,345 8.4 2753.12 23.1% 2007 3,091,993 8.7% 2,957.09 7.4% 2008 3,139,422 1.53% 2,428.68 -17.9% 2009 3,017,099 -3.9% 2,235.92 -7.9% 2010 3,520,471 16.7% 2,500.00 11.8%
  17. 17. Visitor Profile & Travel Characteristics 2010 Source: DOT – TRSD Reports: A/D Cards, Shipping Manifest, VSS Mode of Travel – Air - 99.9 % – Sea - 0.1 % Sex – Male - 70.7 % – Female - 29.3 % Average Age - 42.56 years old Travel Arrangement – Independent - 82.8 % – Package - 17.2 % Age Group 45-54 - 28.6 % 35-44 - 23.6 % 25-34 - 25.9 % Highest Educational Attainment University/College Degree - 79.9% Secondary Level - 9.5% No College Degree/ - 7% Vocational Course Master’s Degree - 2.4 % Civil Status Married - 70.7 % Single - 27.4 % Widowed - 0.5 % Divorced/Separated- 1.4 % Average Length of Stay: 8.21 nights
  18. 18. Visitor Profile & Travel Characteristics 2010 Source: DOT – TRSD Reports: A/D Cards, Shipping Manifest, VSS  Purpose of Visit  Pleasure/Vacation - 38.4%  Visit Friends & Relatives - 26.0%  Business - 26.1 %  MICE - 3.2 %  Official Mission - 0.2 %  Studies - 1.2%  Health/Medical - 0.1 %  Exchange Programs - 0.8 %  Others/Not Specified - 0.4 %  Frequency of Visit  Repeat visit - 64.4 %  First visit - 35.6 %
  19. 19. MAIN MOTIVATING FACTOR THAT INFLUENCED PLEASURE/VACATION VISITORS IN CHOOSING THE PHILIPPINES Presence of Friends & Relatives - 46.5 % Curiosity/ Never been to the Philippines - 11.3 % Recommended by Friends - 6.8 % MAIN SOURCE OF INFORMATION ABOUT THE PHILIPPINES Friends/ Relatives and Business Associates - 56.4 % Internet - 30.0 % Travel Agents from origin country - 7.2 %
  20. 20. WHO INFLUENCED THE CHOICE OF PH as DESTINATION? Friends, Relatives & Business Associates - 67.6 % Made their own decision - 30.3 % TRAVEL COMPANIONS Travelling Alone - 42.8 % Friends - 23.8 % Spouse - 15.0 % Relatives - 6.9 % Children - 4.5 % Business Associates - 4.4 % Others - 14.2 %
  21. 21. ACTIVITIES DONE WHILE INTHE PHILIPPINES 1. Shopping - 75 % 2. Sightseeing - 30.2 % 3. Visit Friends & Relatives - 11.0 % 4. Beach Holiday - 6.5 % 5. Scuba Diving - 3.5 % MOST POPULAR SHOPPING ITEMS 1. Food Delicacies - 74.6 % 2. Apparel/Garments - 62.2 % 3. Arts & Crafts - 42.9% 4. Fashion Accessories - 24.5 % 5. Others - 41.7 %
  22. 22. Source: VSS Jan – Dec 2010 TOP THINGS LIKED MOST ABOUT VISIT TO THE PHILIPPINES 1. Warm Hospitality and Kindness of People 2. Good food/liquor/fruits 3. Shopping opportunities 4. Diving 5. Beautiful Sceneries/Nice Beaches TOP THINGS DISLIKED/HATED MOST ABOUT VISIT TO THE PHILIPPINES 1. Heavy Traffic 2. Air/Water Pollution/Dirty Environment 3. Widespread poverty/beggars/unemployment 4. Crime Incidents 5. Rainy/Humid/Bad Weather
  23. 23. AVERAGE PERCENTAGE OF EXPENDITURES MADE 1. Food & Beverage - 24.55 % 2. Accommodation - 23.06 % 3. Shopping - 19.19 % 4. Entertainment & Recreation - 10.84 % 5. Local Transport - 3.58 % AVERAGE DAILY EXPENDITURE PER TOURIST $ 83.59
  24. 24. Visitors that did not intend visit another Asian country prior to arriving in the Philippines 98.7 % Visitors that did not intend to visit another Asian Country after their visit in Ph 98.5 %
  25. 25. Tourism Infrastructure and Enterprise Zone Authority SECRETARY Tourism Regulation, Coordination and Resource Generation Tourism Promotions Board Duty Free Philippines Corporation Philippine Retirement Authority National Parks Development Committee Intramuros Administration Philippine Commission on Sports Scuba Diving Nayong Pilipino Foundation DOT and Attached Agencies (RA 9593) Tourism Development Planning Administration Tourism Coordinating Council Economic Development Cluster
  26. 26. NATIONAL TOURISM DEVELOPMENT PLAN 2011 - 2016 GOAL VISION Develop and promote an environmentally and socially responsible tourism that delivers more widely distributed income and employment opportunities To make the Philippines a “must experience” destination in Asia
  27. 27. 3 Main Principles of How Tourism Has to Be Perceived in the Philippines in 2016 • Authenticity • Refers to Filipino lifestyle and people’s hospitality besides its unspoiled nature • Uniqueness • Refers to the Philippines natural and cultural variety • Competitiveness • Measured in comparison with its main competitors
  28. 28. Strategic Directions to Become the Must-Experience Destination in Asia 1. Improving market access and connectivity 2. Developing competitive destinations and products 3. Improving governance and tourism workforce
  29. 29. TOURISM PRODUCT PORTFOLIO Nature based Tourism Cultural Tourism Sun and Beach Tourism Cruise Tourism Shopping, Leisure and Entertainment MICE Health and Wellness Nautical Tourism
  30. 30. STRATEGIC DIRECTIONS AND ACTIONS • Expand capacity of secondary international gateways • Expand connectivity between the PH and key growth markets • Implement access between gateways and TDAs 1. Access and connectivity
  31. 31. PROSPECTS IN TOURISM TRANSPORTATION Additional investments in transportation infrastructure required to support sustainable growth: • Connectivity to destinations and main international and domestic markets • Destination and tourist site infrastructure • Linkages to surrounding communities • Operations and maintenance of tourism infrastructure Daraga International Airport, Albay
  32. 32. STRATEGIC DIRECTIONS AND ACTIONS • Develop diversified products that engage local communities • Implement mandatory accreditation • Facilitate tourism investment and improve business environment • Safeguard natural and cultural resources, and vulnerable groups • Develop and implement a marketing program 2. Competitive products and destinations and promotions
  33. 33. STRATEGIC DIRECTIONS AND ACTIONS • Institutionalize the roles of DOT and LGUs • Develop the competencies and skills of tourism workforce • Improve safety and security 3. Governance and tourism workforce
  34. 34. 2012 4.2 M international arrivals 30.7 M domestic travelers PhP1,213 B in total revenues 5.98% of GDP 3.9 M employment 2011 3.7 M international arrivals 28.7 M domestic travelers PhP1,125 B in total revenues 5.96% of GDP 3.8 M employment TARGETS FOR FY 2011 AND 2012
  35. 35. Product Development Key products: nature, sun and beach, culture Strategic products: MICE, leisure, entertainment and shopping, health and wellness Opportunity/niche products: retirement and nautical
  36. 36. • Define new key, strategic, opportunity-based, and niche target markets and undertake market penetration programs. • Set up a unique market positioning approach that boosts the Philippines as a tourism destination. • Differentiating from the competition through the right branding Marketing Strategy 2011-2016
  37. 37. INTERNATIONAL MARKETS • Korea, USA, Japan, ChinaKey Markets • Australia, Singapore, Malaysia, Canada Strategic Markets • India, Hong Kong, Taiwan, Russia, United Kingdom, Germany and other European markets Opportunity and Niche Markets Top 12 Source Markets January – June 2011
  38. 38. -Foreign visitor arrivals to grow by about 15% per annum in next 5 years -Core markets will still be Korea, US, Japan and China; emerging markets will include India and Middle East -Better connectivity and more international flights into secondary destinations (i.e. Mactan, Clark, Kalibo) - More investments in tourism facilities in Manila, Cebu, Bohol and emerging destinations Trends and Outlook in Philippine Tourism

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