Aireen Y.

Clores
Market Summary
Market: Past, present, and future
Bicol provides the framework for the sustainable
development of the tourism industry anchoring on
a secure environment and the proper promotion
and utilization of its natural attractions, and
development of world class facilities.
It proposes the development of four key eco-
tourism destinations and the establishment of
intra and inter-regional linkages with other
destinations of the region and the country.

Market Summary:
4 Key Eco-destinations in Bicol
Region
Mayon Volcano in Albay


Mt. Isarog in Camarines Sur

Whaleshark Butanding
Interaction in Donsol Sorsogon

Bulusan Lake in Bulusan,
Sorsogon
Market Summary
Market: Past, present, and future
Marketing and institutional components shall be
addressed with adequate financial support from
the national and local governments and from the
private sectors.
OBJECTIVES: to put Bicol in the world tourism
map by:
Increased tourist arrivals;
Employment generation; and
Increased income from domestic and foreign tourists
expenditure
Situational Analysis:
STRENGHTS:
Bicol region is the tourism hub on account of its unique
natural wonders and warm people
The region is rich in both natural and man-made
destinations.
Tourist Arrivals in Bicol region increased, posting 45.6%
growth in 2008. Tourists receipts in all provinces of the
region increase between 2007 and 2008, except in
Catanduanes
Tourism-oriented establishments (TOEs) in the region
increased by 5.7% from 281 in 204 to 297 in 2006. these
are classified as hotels (standard & economy), inns,
pension house, apartelle, dormitory, resorts, and hostels.
Homestay sites are also included in the list.



Situational Analysis:
Weakness:
At present, there are inadequate accommodation
facilities in the four key eco-tourism sites
particularly in Sorsogon.
Weak enforcement of environmental laws on eco-
tourist destinations, such as the Fisheries Code
that prohibits the fishing of endangered species
(whalesharks or butanding) and the Eco-tourism
Code.


Situational Analysis:
Opportunities:
Tourism-oriented establishments (TOEs) in
the region increased by 5.7% from 281 in 204
to 297 in 2006. these are classified as hotels
(standard & economy), inns, pension house,
apartelle, dormitory, resorts, and hostels.
Homestay sites are also included in the list.
There were 278,363 jobs generated from
tourism during the period 2004-2006
Situational Analysis:
Opportunities
Initiate trainings and seminars for the tourism stakeholders
to provide quality services and upgrade industry skills in
the operation of tourism establishments. This include:
Tour guiding techniques
Tourism awareness seminar
Strategic planning workshop
Destination packaging and validation
Tourist reception
Waitering and bartending
Tourist handling
Public safety
Culinary tour workshop and
Basic inn keeping procedures for the homestay prograg.

Situational Analysis
Opportunities
STOP (Security of Tourists Operational Program
was launched (2006) aims to enhance disaster
management and security capabilities among
tourism stakeholders

Threats: Promotional activities need to be
improved and sustained to gain greater
international exposure.
Product Definition:
TOURIST DESTINATIONS
Camarines Sur Water Sports Complex
caputured the international market so as
CAMSURs Caramoan Peninsula where
Suvivor Franchise Series (France & Bulgaria)
Tourist Destinations can be linked with the Four Eco-
tourism Sites in the Bicol Region

Table 1. Major Destinations that can be linked
with the Four Eco-tourism Sites in the Bicol Region

Destination Description
Albay Cagsawa Ruins (Busay, Daraga, Albay) A much photographed church ruins that can be reached in a three-minute drive from the highway. Built in 1587,
burned by marauding Dutch in 1636, and rebuilt in 1724 by Fray Francisco Blanco, OFM, the church was buried
along with the inhabitants who took shelter inside the church in the most catastrophic eruption of Mayon on
February 1, 1814.
Albay Park and Wildlife (Tagas, Daraga, Albay) By 2002, the park is home to about 400 wildlife animals. It was formally opened to the public in June 2001 and a
year after, it became one of the major tourist destinations in Albay hosting more than 700 visitors a day.
Handicraft Center (Satellite Market, Legazpi City) A tour in Albay is not complete without a visit to the Satellite Market, a favorite shopping site for locally made
handicrafts ideal for souvenirs and giveaways or pasalubong. One can find a vast array of native products
ranging from bags, baskets, placemats, slippers, plant hangers, floor mats/ carpets, hats and many more, sold at
a very affordable rate.
Albay Central Pilinut Factory (Legazpi City) For pili confectionaries, Albay Central Pilinut Factory offers the ubiquitous pili delicacies that surely satisfy a
travellers sweet tooth. Variety of pili candies include: mazapan, bombones de pili, susperos, molido, conserva,
brittle pili, crispy pili, pili tarts, choco pili, etc.
Historical Landmarks (Legazpi City) Battle of Legazpi Monument
Legazpi Albay Gulf Landing
Headless Monument
Bust of Miguel Lopez de Legazpi
Tiwi-Horoan Religious Shrines (Tiwi, Albay) The 3rd Saturday of August is a big event in Tiwi as devotees from all over the country make a pilgrimage to this
Shrine of Our Lady of Salvation in the seaside barangay of Joroan, Tiwi, Albay. This shrine is frequently visited by
pilgrims seeking spiritual strength and God's healing power.
Tiwi-Sangay Scenic View (Tiwi, Albay & Sangay, Camarines Sur) Experience a panoramic view along Tiwi-Sangay Road where you can see a different view of nature, mountains
lush with vegetation on one side and beautiful beaches and islets on the other side.
Camarines Norte Bagasbas Beach and Promenade Boulevard
(Daet, Camarines Norte)
The most popular beach in the province and only 4 kilometers away from Daet town proper. The beach is white
and during the good windy days, the high waves could be very suitable for surfing. The sands are fine and free of
rocks, shell and gravel.
Historical Landmarks in Camarines Norte Museo Bulawan. Located within the Provincial Capitol Complex, the museum's collection includes archeological
artifacts, memorabilia of heroes, periodic exhibit, gallery of art works and many others.
First Rizal Monument. This is the first monument throughout the Philippines. The unveiling was held on
December 30, 1898. This historical landmark stands at the corner of Magallanes and Justo Lukban Streets, Daet,
Cam. Norte.
Capalonga Shrine of Black Nazarene. One of the famous tourist spots of the province, where all roads lead to on
May 13, feast day of the Black Nazarene, as devotees and pilgrims of different nationalities pay homage to the
miraculous image. The shrine is situated at the town proper of Capalonga, about 3 hours ride from Daet.
Wenceslao Q. Vinzons Shrine. Wenceslao Q. Vinzons is the only Bicolano who rose to national prominence at a
very young age and displayed an unparalleled leadership and heroism. A former student of the University of the
Philippines and a stateman par excellence, his shrine has a public library and museum. It stores the memorabilia
of Vinzons.
Camarines Sur Provincial Capitol Complex Considered as the biggest commercial complex among all provincial governments in the country with a total land
area of 118 hectares. Through the years, the Provincial Capitol evolved into a sprawling tourist attraction with a
cradle of natural and man-made wonders. Two of its major tourism sites are:
Camarines Sur Water Sports Complex. The first world-class watersports complex in the Philippines, this 6-
hectare complex with its 6-point cable facilities offers extreme watersports such as wake boarding, water skiing,
knee boarding and wake skating. Facilities include swimming pool, clubhouse, restaurant, pro-shop, grandstand
and beach volleyball court, as well as luxury class accommodations.

Eco-Village (An ecotourism showcase). A sprawling 25-hectare eco-village designed to display nature at its finest,
with a perfect harmony of modernity and natural splendor. Visitors can explore the man-made wonders, from the
cave, waterfalls, fishponds and breeding houses, to the aviaries with its coloful birds. It also offers
accommodation facilities that suit the tastes of guests.
Caramoan Peninsula Considered as one of the Philippines' great frontiers, Caramoan Peninsula boasts of vast eco-tourism potentials.
The enormous natural treasures found in the area include: 4000-hectare limestone forest with rich and diverse
display of flora and fauna, picture perfect beaches, tranquil lakes, deep caves, coves, rich marine wildlife, and
many more.
Cultural Attractions in Naga City Holy Rosary Minor Seminary
Product Definition:
TARGET MARKET:
Targeting tourist arrivals for 2010 to 5 million
Targeting investors for the creation of more tourism economic
zones
Bicol does not focus on investments on tourism
gateways but also the travelling public both domestic
and international market. Bicol targets:
Cultural Heritage Tourists
Outdoor enthusiasts and
Climate-conscious travelers who match their demographic
profile
Target mature travelers with time and discretionary income.
Product Definition:
With the opening of Caramoan, gives tourist a
splendid experience on island hopping a new
meaning. Great ocean adventures for
kayakers, snorkel, and scuba dive experience
the diverse marine life, trek and search for the
enigmatic lagoon, rock climbing and cave
exploration.

Product Definition
Infrastructure Support Facilities:
Transport
Accessible by land, air and sea transportation
facilities.
Maintains and operates seven functional airports, with
Legazpi City as the only trunk line airport which has
landing facilities and can accommodate aircrafts like
Boeing 737 jets.
By land is most convenient as bus service
Communication
NDD & IDD services, mobile network facilities and
network system, express postal delivery and courier
services are readily available.
Positioning
Sustainable Marketing and Promotion
Showcasing the best of Bicolandia through marketing and
promotion activities with the use of tri-media
Attractions
Products
Services
Promotional activities conducted and participated by the
DOT in cooperation with other government agencies, local
government units, non-government organizations and
private sector organizations.
ASEAN Tourism Forum
VIZ-MIN Travel and Lifestye Expo
Bicol Food Festival and
Other Media Invitational Tours

Positioning
Sustainable Marketing and Promotion
Festivals on the average, 20 major festivals being
conducted in the region every year showcasing the
best arts, crafts, music and dances that instill the
culture of tourism in the community.
Tourism services are likewise provided in the region,
through the production of tourism collaterals and the
presence of DOT information counters and tourism
websites.
Two official websites:
www.wowbicol.com
www.visitmyphilippines.com
Communication Strategies
The national government should provide funds
to finance tourism facilities and support
infrastructure.
The local government units should prioritize
off-site developments that are basic to the
tourism industry and ensure that the
community is tourism-ready.
Maintaining peace and order in major tourist
destinations is also imperative to attract both
domestic and foreign tourists.
Communication Strategies
Large scale investments such as the
development of new attractions of international
standard, new hotels, resorts and other
tourism-oriented establishments are private
sector-led.

The government should create favorable
investment climate for the private investors to
come in.
Packaging and Fulfillment of
Strategies:
To attain its objective:
Sustainable Development of Key and Potential
Ecotourism Destinations.
The LGUs shall undertake the development of key eco-
tourism destinations in the region, which shall be in
accordance with the National Eco-tourism Strategy
Program.
Tourism Destination Rhabilitation/Development
Improvement of existing major tourist destinations and
development of priority tourism areas/assets in the
regional and/or provincial tourism core.
This will also include development of new
destinations/attractions in the southeastern part of the
region to complement the tourism activities of the Central
Philippines Super Regions.
Packaging and Fulfillment of
Strategies:
To attain its objective:
Tourism Support Facilities Development
Provision of necessary infrastructure and service facilities that
will improve access to eco-tourism sites and other major
tourist destinations in the region by the national and local
governments.
Tourism Marketing and Promotion.
Aggressive marketing and promotions here and abroad
through print and broadcast media
(1) rehabilitation and improvement of existing visitor and information
centers, and the construction of new information counters in
strategic locations;
(2) development of tourism collaterals and tour packages that will
link the key eco-tourism sites and other destinations in the region
with the Central Philippines, other regions of the country, and the
world;
(3) provision of support to the LGUs and the private sectors for the
conduct of festivals in the region; and
(4) conduct/participation to tourism and trade fairs, exhibits, travel
expo, travel mart, investment missions, etc.

Packaging and Fulfillment of
Strategies:
To attain its objective:
Institutional Development
Conduct of trainings/seminars for the DOT and other
concerned regulatory agencies, local government
units, service providers, tourism frontliners and the
community for better accommodation of tourists in the
area.
This will also include the passage of tourism-friendly
ordinances and the delivery of support services such
as security and safety, peace and order, signages and
billboards, sanitation and beautification.

Major Programs and Projects:
Development of Key and Potential Eco-tourism
Destinations.
This aims to provide an integrated and coordinated
mechanism for eco-tourism development in the
Philippines. The following destinations will be
developed:
Mayon Volcano Natural Park in Lidong, Sto. Domingo
Mt. Isarog/Consocep in Ocampo and Tigaon, Cam. Sur
Caramoan Tourism Development Project in Caramoan,
Camarines Sur
Bulusan Nature Trek and Mountain Resort in Bulusan,
Sorsogon
Manta Bowl Development in San Jacinto, Masbate
Major Programs and Projects:
Tourism Destination Rehabilitation/Development.
The objective of the project is to improve existing major tourist
destinations and the development of priority tourism areas/assets
in the regional and/or provincial tourism core. The following are
the major projects:
Cagsawa Park Rehabilitation in Daraga, Albay
Mayon View Park Development at the Ligon Hill, Legazpi City
Sun West Wharf Development Project, Legazpi City
Capitol Complex Tourism Development Project, Pili, Camarines Sur
Lake Buhi Rehabilitation and Development Project, Buhi, Camarines
Sur
Culture and Arts Development in Ligao City
Construction of City Public Library cum Museum in Ligao City
Rehabilitation/Improvement of Luyang Cave, San Andres,
Catanduanes
Improvement of Bagasbas Beach and Promenade Boulevard, Daet,
Camarines Norte

Major Programs and Projects:
Tourism Support Facilities Development.
The objective of the project is to provide
necessary infrastructure and service facilities that
will improve access to eco-tourism sites and other
major tourist destinations in the region by the
national and local governments.
Access Roads in Camarines Sur
Beautification of Sangay-Tiwi Highway in Sangay,
Camarines Sur
Caramoan Airstrip (FS preparation)
Development/Construction of Facilities/ Trails/Access
Leading to Tourist Spots in Ligao City

Major Programs and Projects:
Tourism Marketing and Promotion.
This will involve aggressive marketing and
promotional activities here and abroad through print
and broadcast media.
Establishment of information and photo display booths in
Legazpi City, Ligao City, Iriga City, Naga City, Masbate City
Sorsogon City, Daet and Virac
Production and dissemination of tourism collaterals
Participation in national and international travel shows
Maintenance of websites by Legazpi City
Tourism promotion and marketing by the Province of
Camarines Sur
Establishment/Operation of Investment Promotion &
Development Center in Ligao City

Major Programs and Projects:
Institutional Development/Capability
Building.
This will include the conduct of trainings and
seminars for the DOT and other concerned
regulatory agencies, LGUs, service providers,
tourism frontliners and the community for better
accommodation of tourists in the area.
Tourism Awareness Project

Marketing Tactics:
Strategy and execution
One of the strategies to be applied to DOT is the
extensive marketing and promotion activity through tri-
media, showcasing the regions best of the best
tourist attractions, products and services.
Their marketing activities include:
Magazine advertising;
Newspaper advertising;
Web-based promotional programs;
Itinerary/events collateral pieces;
Extensive public relations to obtain positive media
coverage.
Marketing Tactics:
Strategy and execution
A notable increase in the number of French
nationals was observed because of the French
version of Survivor, Koh Lanta, held in Gota
Beach, Caramoan, Camarines Sur.
Promoting the destinations on the web and
through promotional medias
Advertising
Marketing promotions can be achieved
through:
TRAVEL AND LIFESTYLE EXPO
provide opportunities to meet potential clients and generate
new business transactions from the promotion of Bicol
tourism products. Brochures of Donsol featuring the
whaleshark (Butanding) interaction and WOW Bicol Tour
Packages shall be distributed during the affair.
ASEAN TOURISM FORUM
ASEAN Tourism Forum (ATF) is the largest annual tourism
event in the ASEAN region attended by 10 member
countries, i.e., Brunei, Cambodia, Indonesia, Laos,
Malaysia, Myanmar, Philippines, Singapore, Thailand and
Vietnam. Anchored on its goal of promoting ASEAN as a
single tourism destination through regional tourism
cooperation, the ATF has played a valuable role in the rapid
tourism success of ASEAN-member countries.


Advertising
FESTIVALS ASSISTED regional festival
hosting of different regions will be a good way
of promoting the destination.

Travel Package:
1-Day: Up and Around Mayon Volcano
Costs:

Table 3. Sample Tourism Package
1 pax P2,300.00
3-4 pax P.2,500.00/pax
5-8 pax P1,300.00/pax
9-24 pax P1,00.00/pax
25 up P850.00/pax (aircon bus)

P500.00/pax (non-aircon bus)
Inclusions: (Transportation, Tour Guide, Entrance fees, Lunch)
Pick up from hotel at 8:00 A.M. (Same as Legazpi City Tour).
After lunch proceed to Mayon Rest House via Tabaco dropping-
by Kobo to see Cutlery-making.
Take Halo-halo for snacks in Tiwi.
Visit the Tiwi Ceramics Center.
Sightseeing: Tiwi Geothermal Power Plant.
Return to hotel at 5:00 P.M.
Other Promotion
Tourism Information Services
TOURISM COLLATERALS.
Promotional materials to be produced to guide visitors
in the region. CDs and DVDs of Gayon Bicol Audio
Visual Presentation and Documentary of Bicol
Regions Prime Destinations, WOW Bicol Tour
Packages, Posters, Postcards, Billboards, Banners,
Butanding Tarpaulins, Explore Donsol Brochures,
Tarpaulins of six provinces, Gayon Bicol Logo and EZ
Map Regional Brochures will be distributed during
tourism events.
Other Promotions
SAMPLE VIDEO CLIP ON TOURISM
ASSISTED ADS
Bicols Best:
Camarines Dream Vacation Get-away

Other Promotion
DOT INFORMATION COUNTERS.
To aid visitors, tourists, students and researches on
their queries, DOT Region 5 maintained two
information counters, one at the DOT Regional Office
and one in Legazpi City Airport.
WOW BICOL TOURISM WEBSITE.
As a marketing tool, the regional office maintained the
WOW Bicol Tourism Website that features the
different tourist attractions, monthly activities and
festivals throughout the region. DOT 5 also assisted
group tours by providing itineraries and tour guides,
and ensured the safe, convenient and enjoyable visit
of the travelers to the different tourist destinations in
the region.

Advertising Info posted on Web @
www.bicolknown.com





































CAMPING ROCK CLIMBING KAYAKING ISLAND HOPPING TREKKING KITE BOARDING MOUNTAIN BIKING SPELUNKING SNORKELING

EXPLORE CARAMOAN
TRAVEL INFORMATION:

Caramoan is an unexplored
paradise recently discovered by
travellers and has been previously
chosen by international reality tv
shows as their location site.

Caramoan can also be reached via the
southern Luzon expressway to CBD
(Central Business District) in Naga City.
There are also direct flights from
Manila to Pili Airport, the Air
Philippines and Cebu Pacific fly
regularly from the Manila domestic
airports to Pili airport. The best,
easiest and most comfortable way to
reach the Gota Village Resort is to let
the office in CWC or Camsur Tourism
Office organize the transport
transfers.
ACTIVITIES
TO DO
Day 1
Arrival at Pili airport, Cam. Sur
then trip to Sabang, San Jose,
Cam. Sur, the jump off point to
Caramoan. Boat trip at around
9am.

1:30 am Expected time of arrival
(ETA) in Caramoan, check in,
lunch
1:30 down Sailing tour of the
islands with white beaches
Overnight in Caramoan, KKB
dinner
Day 2
Breakfast, then trip back to Sabang
10:00am Deer Farm at the foot of
Mt. Isarog, lunch in the Bamboo
Farm with different varieties of
bamboo

2:00 Trip to CWC Camarines Sur
Watersports Complex) passing the
Deer Farm at the foot of Mt. Isarog
2:30 ETA CWC, wakeboarding,
sightseeing or free and easy
KKB dinner and overnight at CWC
Day 3
AM trip to Pili airport passing Pili
Biggs Diner for breakfast

Rate/pax, min. 7:

P4,400.00 if Day 1
accommodation is at V
Juliana/Rex Tourist Inn, quad

P4,525.00 if Day 1
accommodation is at V
Juliana/Rex Tourist Inn, triple

P4,875.00 if Day 1 accom is
at Casa Roa, triple

P5,000.00 if Day 1 accom is
at Gota Beach Resort, triple

P5,395.00 if Day 1 accom is
at Gota Beach Resort, twin

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Inclusions:
(All transfers from Day 1 to Day 3)
Accommodation
Daily breakfast and lunch
Sabang-Caramoan-Sabang boat fare
Boat hire to the islands
Entrance fees
Tours as described in the itinerary
Tour guide services
Govt. Taxes

Exclusions: Personal amenities,
wakeboarding fees, water sports gear,
dinner, baggage handling

Note: On Day 3, would you like to
take your flight in Legazpi so that you
can go to Cagsawa Ruins and see
Mayon Volcano? Just add P350/pax.
Contact: Villa Mariz Travel & Tours
Paniman, Caramoan, Camarines Sur
CP No. 09213564059
Email: aybaez@yahoo.com

DEPARTMENT OF TOURISM
Regional Center Site, Rawis
Legazpi City
http://www.wowbicol.com
Email: dot_bicol@yahoo.com
Tel. No.: (63.52) 482-0715 * 435-0085
(63.52) 481-5593
Fax: (63.52) 482-0712

Mabuhay!
We welcome you all to Bicol.
See and climb the majestic Mayon Volcano; swim and interact with the Butanding
and pray with the devotees of Our Lady of Peafrancia.

Savor Bicol's exotic cuisine; the pinangat, Bicol express, seafood, pili sweets ad
other native delicacies.

Shop the finest abaca handicrafts, cutleries and decors made from indigenous
materials.

Above all, feel and experience the warmth and hospitality of the Bicolanos.

Do come home for a cause and tug along your friends. Touring Bicol is an
experience you'll long to remember and treasure for a lifetime. It's MORE THAN
THE USUAL. Tour na, sagot kita!

MARIA "Nini" ONG RAVANILLA
Director, DOT-5


ALBAY
Mayon Volcano
The worlds nearly perfect cone. It
stands majestically at 7,946 ft. from
the broad base about 10 km. In radius.
The crater is 2,451 meters above sea
level and with a diameter of .5
kilometer. It has a notched rim where
a pool or building hot lava boils and
rich coal deposits could be found.

CATANDUANES
Puraran Beach
This is the site surfboard
surfing, internationally known as
Majestic. October to January is the
surfing season and the surf is fast
and right handed. The white and
clean beach makes it very inviting.
A Japanese group had invested in
improving the site. They built
cottages of single occupancy, a
dining hall and a surfing area for
sports enthusiasts.

CAMARINES NORTE
Pineapple Festival
A festival showcasing the provinces
primary agri-product, its sweetest
queen Fromosa Pineapple. Featured
are colorful street presentation, art
exhibits, agri-trade fair, cultural dances
and sports. It is topped by a food
processing demonstration of pineapple
ingredients.

MASBATE
Rodeo Filipino
Cattle raising is a trademark of the
province as well as the major
source of livelihood. Hence, the
Rodeo highlights the Masbate
Livestock Week and features
various sports activities such as
grand rodeo parade, agro-livestock
fair, individual and group
competitions in bull riding, steer
wrestling, carabao race and other
traditional Filipino games.

CAMARINES SUR
Peafrancia Festival
Today, Naga City remains the
pilrimage center made prominent by
the Peafrancia Festival held every
September of the year in honor of the
region's patroness, Our Lady of
Peafrancia.

SORSOGON
Butanding

Dubbed as Switzerland of the
Orient located at the center of the
Bulusan National Park.

Bicolandia Website for Tourist
Information
Tracking
Monitoring monthly attendance figures for
the four frequently visited sites and other
attractions.
Monitoring the Web Site hits and the
amount of time people spend on the site.
Monitor the monthly and yearly tax figures
for accommodations (bed tax), food &
beverage, and retail sales as well as total
taxable sales.


Evaluation
Aggressive tourism promotion should be
sustained in existing markets particularly in
Asian countries that were not affected much of
the financial crisis.
The region should also pursue niche
marketing campaigns focusing on ecotourism
to attract new markets such as France,
Germany, Russia and Canada.
Other opportunities that the region should
pursue are on the areas of medical tourism
and retirement village.