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tourism masterplan

tourism masterplan

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Published by Reymond Bodiao

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Published by: Reymond Bodiao on Feb 07, 2011
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03/02/2011

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PHILIPPINETOURISM MASTER PLAN
EXECUTIVE SUMMARY
 
1.INTRODUCTION
History shows the long term development of tourism in the Philippineshas been influenced by the interaction of a wide range of internal andexternal factors. These factors include:
the relative attractiveness of the country over time, its proximityto markets, the availability of tourist infrastructure and superstructure,and the extent to which its role as a promoter of economic and socialdevelopment is recognized;
the location of the Philippines within one of the planet’s mostactive typhoon, volcanic and earthquake belts: and
almost total dependence on Manila, and the resultingvulnerability to externally and internally produced dislocation.In combination, these factors have produced a modest annual averagegrowth curve, punctuated by long periods of stagnation and decline,followed by brief burst of rapid growth which in fact occurred in 1988 and1989. This pattern of development is highly debilitating not only on theeconomy but also on the industry.The availability of a master plan to guide tourism development on a coursethat minimized the impact of negative factors, while maximizing the positiveand generates a sustainable growth curve, is essential, if the contribution of tourism to national, regional and local development goals and objectives areto be optimized. The main mission of the Master Plan for tourismdevelopment in the Philippines is to provide this course.
2.
CURRENT POSITION OF TOURISM IN THEPHILIPPINES
The tourism sector of the Philippines, which currently caters to the needs of around 1 million foreign and 2 million domestic tourists, is concentratedlargely on the National Capital Region (NCR). It is a relatively small andwell informed market, and responds quickly to adverse news, so that rapidreversals in tourism flows can be experienced. Despite its small scale, its
 
over-concentration into the NCR and its volatility, tourism makes asignificant contribution to the Philippine economy. In 1990, it has beenestimated that tourism:
generated over P60 billion (US$ 2.47 billion in gross revenue;
accounted for 4.9% of Gross Domestic Product based on acontribution of P52 billion;
employed an estimated 660,000 people; and
earned P25 billion (US$ 1.04 billion)in net foreign exchange for the Philippines.Studies indicate that with proper control and planning, even a modestincrease in tourism flows could significantly increase the economic benefits that tourism can bring. For example, if tourism contributionto GDP increased by an average of 7% p.a., and national GDP growsat 5.5%, then the GDP contribution of tourism would increase from4.9% current by the year 2010.In the above context, the question must be asked , to what extent is it possible to expand the tourism sector, given the factors that control itsdevelopment.
3.SCOPE FOR EXPANSION
The main conclusions of studies undertaken by the project team on thescope of the sector to expand at a macro scale are;
the market and the competitive attraction in the Philippines tomatch them with are available, and can be delivered at a standardand price that is competitive in ASEAN ; and
the capability of the economic, social and ecological environmentto handle growth is still considerable despite the fact that there isa crisis in each sphere.However, the physical and capacity of the tourism sector is limited by:

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