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” Project Title: Mt. Pinatubo “Kabuhayan sa Turismo” Project 1. SUMMARY SHEET The Concept
The tourism regional office has already prepared for distribution a paper entitled “A Practical Guide in Building Better Quality of Lives” which delineates the procedures and processes involved in preparing the local community with tourism potential for the execution of the Kabuhayan sa Turismo Project. At present, the same module is now undergoing study in a local community in Sapangbato, Angeles City as well as in Sapang Uwak in Porac, Pampanga. Tourists frequent these communities on their way to Mt. Pinatubo. II. PROJECT DETAILS
The Mt. Pinatubo “Kabuhayan sa Turismo” Project was envisioned to provide social and economic benefits to the crest-fallen community of Brgy. Sta. Juliana in Capas, Tarlac thru the conduct of ecotourism program. The project was conceived upon learning of the presence of a number of unexpected visitors to the community who are bound to chance upon the locality on their way up to the crater of Mt. Pinatubo. The local community of Sta. Juliana unaware of the benefits to be derived from any tourism activity played low profile in providing assistance to its accidental tourists. Thus when the tourism regional office came into the picture, the overall outlook of local residents for tourism took on a new twist. Local residents looked up to the newfound activity as their means of enriching their social and economic status in life. Sta. Juliana was one of the many resettlement sites that were identified by the government as potential targets of mudflow and lahar avalanche. In spite incessant warnings from Phivolcs, local residents remained unperturbed. Until today the community remains intact though poverty-stricken – with no funding support from local or national government. The project remains in the annals of local tourism history as the primary tool in bringing about positive change in the social and economic status of poverty-stricken population. It prides in the fact that in spite of the absence of funding support from the government, the project stands to be true to its objective of providing better quality of life thru travel and tourism. Economic benefits come in the form of receipts from visitor spending and voluntary contributions from well-meaning people. The project generates funds for the livelihood program and conservation project of the host population through the following fees: conservation fee for each visitor-trekker (P20), commissions from rental of off-road vehicles (P500), guide fee (P500 per day for group of five visitors), sale of certificate of conquest (P50 each), sale of postcards (P20 each) and optional donations for use of toilet facilities (P15 per use), among others. Target beneficiaries are mostly the local residents of Sta. Juliana numbering to about 3,000 with some 80% belonging to the community of indigenous population called Aetas (some 2,400). This population received the lower end of the stick immediately after the volcanic upheaval of 1991. They were deprived of their only means of livelihood e.g. farming, livestock raising. They were rendered homeless. Now living in Sta. Juliana, the Aetas hope to return to their motherland close to Mt. Pinatubo. But nature seems adamant. The land of promise remains barren and unfit for farming.
RATIONALE Introduction This paper presents in detail the Mt. Pinatubo Ecotourism “Kabuhayan sa Turismo” Program now being undertaken for the community of Brgy. Sta. Juliana in Capas, Tarlac. It summarizes a strategy in developing the tourism potential of a crest-fallen community as a consequence of a unique advantage – its proximity and accessibility to the volcano. It records the progress made by the community from a sleepy barangay depending on agriculture and debris left by Mt. Pinatubo‟s 1991 eruption to a relatively progressive center of tourism activity as a result of its prominence as the gateway to the crater. The proponent-organization hopes to institutionalize the success story of its ecotourism cum livelihood project and replicate the same initiative in communities similarly situated. It brings to life the need to gain insights into the values, motivations and aspirations of would-be beneficiaries of any tourism initiative. It is an exercise in formulating plans and programs for the enhancement of the tourism potential of a community thru a system whereby the host community develops its own set of institutions and methodologies to effectively carry out its own plan of action. The end product of this paper is the formulation of a TOURISM DEVELOPMENT STRATEGY that the community would implement for a one - year period. Funding sources for the projects contained in the strategy may be sourced from potential funders (World Bank)), NGOs and tourists themselves (conservation fees and donations). ACKNOWLEDGMENT The proponent wishes to thank the following for their participation in the initial consultative process and planning stage, their contribution in the formulation of this plan and its execution: Department of Tourism – Region III, Holy Angel University, Association of Travel Agencies of Pampanga, 600th Air Base Wing, Phivolcs, National Commission of Indigenous Peoples, Tarlac Federation of Indigenous People, Department of Education, Department of Public works and Highways, Angeles City Tourism Office, Provincial Government of Tarlac, Local Government of Capas, Holiday Inn Resort Clark Field, Laus Group of Companies, Romac Services and Trading Corporation, Dreamtreks.Com, Angeles City Four Wheelers Club and Unetcom, and RJ Pinatubo. BACKGROUND The community of Brgy. Sta. Juliana, some 20
kilometers west of Capas, Tarlac, is one of the less developed communities in Tarlac not only because of its lack of social and economic infrastructures but because of the fact that the community figured quite tragically during the catastrophic eruption of Mt. Pinatubo in 1991. The community which lies precariously close to the deadly O‟ Donnell river channel was for quite awhile in danger of being wiped out by surging lahar flows from the upper reaches of the volcano. This predicament put on hold any and all proposed infrastructure development for the area including a national high-school building, roads and telecommunication. On account of this predicament, the community experienced economic fluctuations and general decline over the years following the catastrophic event. People became economically dependent on scavenging volcanic debris from Mt. Pinatubo like pumice rocks and charcoal debris. Farmers turned to gathering root crops for sale to traders coming from the local town market. Meanwhile local residents are wary about the dangers of an avalanche. In early months of 1999, Brgy. Sta. Juliana which has a population of about 3,000 figured quite prominently on the local news that it is slowly becoming a jump-off point for people who dared to trek up to the crater of Mt. Pinatubo. Initial reports reaching the Department of Tourism – Region III (Central Luzon) in June indicated that a growing number of local and foreign tourists constantly passed by the local community on their way to the volcano crater. The report added, however, that local residents maintain a wouldn‟tcare-less attitude towards the growing number of visitors. Visitor assistance, if at all, was nonexistent. Only a handful thought of serving as guides for trekkers. Quite unfortunately, the local population was totally unaware of the social and economic benefits that tourism can bring to their doorsteps. The following information details the investigations, consultations including the ongoing operation of an ecotourism program in exploring the tourism potentials of the community while cultivating the mindset of local residents by making them aware of the benefits of tourism – ecotourism in particular – and thereby helping set the directions the community wanted to take. From this on-site exploration, ecotourism program and other information gathered from various sources a ONE-YEAR TOURISM DEVELOPMENT STRATEGY was prepared for implementation effective January 2004. PROPONENT OFFERS THE DEVELOPMENT STRATEGY AS ITS ENTRY TO 1ST PHILIPPINE DEVELOPMENT INNOVATION MARKETPLACE COMPETITION “PANIBAGONG PARAAN”. THE NATURE OF TOURISM IN STA. JULIANA, CAPAS, TARLAC Brgy. Sta. Juliana The concept of ecotourism as an economic vehicle was virtually unknown for most of the local population. People live closely to their local environment – gathering pumice rocks for sale to “denim-stone-washed” traders, harvesting banana crops (“Puso”), charcoal and fishing (called “Imelda” by residents) in a nearby lake. Back in the „70s up to the „90s people especially the Aetas
jet fighters under the so-called Cope Thunder military exercise during the heydays of Clark Air Base. Juliana has no viable tourism product to begin with. Its tourism potential lies on its convenient location as a stop-over for Pinatubo trekkers. etc. lifestyle and traditions) as well as a primitive arts and crafts browsing all add to the range of things to do in Sta. Juliana‟s tourism appeal is absolutely unknown and unrecognized by both residents and visitors to the area. to successfully deliver a quality ecotourism experience for this market. Sanggunian Kabataan (SK). Little did they know that such a transformation could create economic livelihood for local people. Soon Holiday Inn Resort Clark Field took part by donating sets of uniforms for mountain guides. waterfalls etc.). Appeals were made to the travel trade sector in Pampanga to be part of a community-based project. Orientation seminars were held to let people become aware of what tourism can do for them. Visitors to the area generally come from Metro Manila and nearby provinces like Tarlac. Weekly meetings were held with key members of existing social and political institutions. host to overnight guests in need of accommodation (homestay) and a showcase for ecotourism development and environmental protection. adventure travelers. market analysis for the area is hardly known as little information was collected.000 was donated by participating trekkers. and the characteristics that the local community could trade on. A “Kabuhayan sa Turismo” project was organized together with the private sector to give meaning to all these initiatives. cultural experience (Aeta culture. interpreters. It is one of those rural communities found in backcountry environment. Media campaign was launched to introduce the project to the public. Pampanga and Bulacan. Juliana and are consistent with the concept of ecotourism adventure travel. But definitely the community could be transformed into a tourism destination as the “accidental” host community to visitors trekking to the world-renowned crater. and . . Meanwhile. . Most of the visitors stay in Angeles City for hotel accommodation before and after their trek. students. services of mountain guides. The bill is yet pending in the House. The local barangay council couldn‟t account for the influx of tourists as they demonstrated a low level of interest on tourism prior to the arrival of the tourism regional office. the traditional organizations of the Aetas (council of elders. benches. Juliana‟s past experiences and existing attractions more meaningful and worth more than a day trip for visitors. its warm and hospitable people and the presence of an Aeta settlement. Pinatubo as a protected and ecotourism area with both the Department of Environment and Natural Resources and Department of Tourism responsible in developing a management and development plan for the area.recommending ways to organize tourism promotion and marketing. Initially. . The strength of the community lies therefore on its proximity and accessibility to the volcano crater (some 30 kilometers to Botolan. Lately. sand castles. Current Tourism Product The community of Sta. It has the potential to become a hub of activity as a visitor assistance and reception area (log-in for tourists. Pinatubo and its hallowed and tranquil crater has a strong appeal to those interested to learn about the impacts of a geologic upheaval on the lives of people as well as its effect on the natural landscapes and ecosystem. . Immediately following the ecotourism event of the year. Organizations Involved and Initial Activities undertaken When the staff of the partner agency visited the community. brochures. The features that interest visitors are largely intangible and relate to . The amount will hence be utilized to help develop local community projects for conservation purposes. Visitation and Trends In the beginning.promoting tourism development opportunities and benefits to the local community and prospective investors within and outside the area. improvement or funding.identification of specific tourism related proposals for development. Zambales where the crater is situated). proponent organized the Mt.S. beddings and kitchen utensils. The proponent thru the tourism regional office initiated an investigation to identify the tourist potential of the community and community‟s level of awareness about tourism in general and its accompanying net benefits.Day trekkers (trekking to the crater and back the same day).). a move was initiated to make Congress sponsor a bill to declare Mt. The results of investigations and feed-back from consultations with the local community as well as members of the travel trade sector assisted the regional office in: . some PhP100. Some 15% of these visitors are foreigners mostly Europeans.developing the mindset of the community in so far as tourism and its net benefits to the community is concerned. among others.000 was gathered as a common fund from this annual event alone. and . Companies like Laus Group of Companies and Romac Services and Trading Corporation contributed their resources. TOURISM STRATEGY The Department of Tourism has invested a great deal in consumer research in order to understand emerging tourism trends and visitor preferences. Miss Sta. . From anecdotal evidence it appears that the type of visitor to Sta. we gathered support from the private sector to kick-start the tourism project. basketball league. further interpretation and integration of themes are needed to make Sta.Overnight trekker (camping out on designated areas near the crater) Day trekkers comprise about 75% of total visitors while overnight trekkers comprise about 25%. Pinatubo Trek on November 30 with the same purpose of generating public awareness on the need to protect and preserve the natural and social environment. tourism was slowly becoming a way of life of local residents as local and foreign visitors start coming in droves. Holy Angel University based in Angeles City donated 15 computers to the local community. This research work has provided a sound basis on which to plan the future direction of tourism growth. However. Among the activities organized by these organizations are a local fiesta in February. etc. Juliana‟s tourism industry. mountaineers. Tourism Appeal Sta. Such pieces of debris are “bartered” to local traders downtown most of the time on a lopsided arrangement.). Yearly some P100. The regional office looked to the members of the community (Aetas and non-Aetas) for information on community values and community assets in order to begin the work of creating appropriate marketing and promotional positioning for Sta. porters.400 culture-bound indigenous people called Aetas and the willingness of local residents to build a better quality of life. ammunitions and other scraps left by U. To begin with. the presence of some 2. A large percentage (85%) are Filipinos (mountaineers. federated associations etc) and a loosely managed Mothers‟ Club. To establish an impact on the tourism public. Opportunities for geologic studies (unique Grand Canyon-like lahar formations.spent their time gathering spent or unexploded shells. the partner agency undertook preparatory measures to introduce the community to their future direction.preparing long term planning policies. The Association of Travel Agencies of Pampanga contributed funds for the billboards and directional signage including the completion of their basketball court. Juliana Beauty Pageant. Mt. The quality of the final strategy was enhanced by involvement of the local community. Juliana generally falls into one of two groups: . among other things. souvenirs to bring home. the office launched its Mt. river crossings. This year.broadening community involvement in tourism activities.developing appropriate objectives and strategies for the future direction of Sta. The school also took part in the conduct of training for mountain guides and homestay. organizations existing then were the local barangay council. Market Opportunities A market audit of the community‟s tourism appeal indicates a strong potential to create and sustain a niche market particularly the growing ecotourist market segment (nature trippers. Juliana including physical infrastructure development if necessary. professional and office workers). Pinatubo Trek every November 30 to seek the support of the tourism industry in helping build better quality of lives. a showcase of cross-cultural exchange.
Visitors to the crater could actually see and feel the serenity and majestic aura of the 2. educational trips and conservation tour including arts and crafts browsing.relaxed pace of life. Results of these consultations and visitor surveys revealed community and visitor values that are most likely to be used as the basis for formulating a tourism strategy. its people. Tourism in Sta. Therefore. . be environmentally aware. learning experiences and accessible nature encounters. To develop an appropriate positioning statement and strategy. motorbike ride. the local government units.build on strengths – express and celebrate what makes the people of Sta. . A survey was conducted on visitors to the area to gauge their level of satisfaction after their trek and obtain their suggestions on how to enhance tourism in the community. the wildlife. and obtain local community commitment and acceptance. Juliana are those that: . They also regarded the conservation of the natural environment as vital to the sustainability of the project. local fiesta) . Most respondents considered the scenery and the natural landscape as excellent.are environmentally conscious. and compared them with tourism market trends. Juliana as a destination in its own right and in conjunction with other proximate destinations (hot springs. nature tripping. inland resorts.accessibility of learning experiences. and taking concrete action to protect them and market them sensitively to provide meaningful experiences for the visitor. From this assessment an easily understood and appealing selling point . local barangay officials was a common response. laharlandia. food. cultural tourism and invited feedbacks. camp sites and habitats). The need to upgrade visitor facilities like toilet and shower rooms was cited. This is what makes Sta. and 7. Juliana‟s tourism strategy is aimed at enhancing the local community‟s primary values and lifestyles. indigenous arts and crafts) . fiestas.sustainability – conserve primary community values. agriculture and so on. Its friendly community. museums. Strengthen he interpretation of Aeta‟s heritage to deliver more understanding and hence experience for visitors (performing art. Some areas with potential for development emerged: 1. Local residents indicated the need for the proponent to consider the physical development of not only the barangay hall but also the other areas in the community such as the chapel.are nature lovers. Develop the entrepreneurial strengths of the host community to produce local indigenous arts and crafts – for sale to visitors. These characteristics provide clues to the type of tourism experiences that the local host community should conserve and enhance and the type of development it should encourage. scientific exploration. trails. Continue with environmental conservation and more specific planning controls (Pinatubo crater. venue for off-road adventure four-wheeled driving.like new discoveries . Juliana what they are (past. places and local objectives. . cave exploration. COMMUNITY VALUES AND CONSULTATION Working Group The preparation of this report was guided by the results of informal consultations and regular meetings made with representatives of the local community. Some visitors indicated that the length of trekking was too long and difficult. opportunities for an Aeta community immersion. The highest ranked values were the community‟s quietness or peaceful environment and its feeling of a “country life”. The ecotourism strategy here is not to develop at all cost but that of recognizing the community‟s tourism assets and natural resources. More local respondents expressed their willingness to be part of the regular clean-up of the trail to the crater. ecotourism. government agencies and the local travel trade community. 3. . MARKET SURVEY Regular meetings and consultations with key members of the local host community were made to introduce them to the concepts and notions of ecotourism. mountain guides. Sta. Market Sta. Education for local tourism players on the value of tourism and the importance of information and service.excellence in agriculture The following principles represent the fundamentals of Sta. present and future). special events.proximity to wild land adventure (Pinatubo crater. 5. and . Is there a potential to establish a niche in which Sta. being environmentally and culturally aware. aerial tour. community-based and accepted. 2. They are also looking into the prospect of turning into entrepreneurs to earn a living from visitor influx. flora and fauna). camp sites for corporate outdoor living exercises. prayer mountain. In the cultural context. visitor experience includes pattern of settlement (Aeta culture). . . Juliana‟s “lifestyle” has been identified as its greatest strength. The prime purpose of the report is to determine whether the government‟s policy thrust in the area of ecotourism development are compatible with that of the identified aspirations of the local community. Added to this the host community has a variety of diverse flavors to attract tourists such as the existence of cascading waterfalls. Juliana experience be perceived in the travel market relative to other destinations. Juliana‟s chief claim to recognition is first and foremost that of being proximate and most accessible to the crater Mt. street lighting. . in particular the service provided by receptionists at the visitor center. 4.be different – don‟t try to be like others. Develop a marketing alternative activities other than trekking (waterfalls experience. Juliana can compete in the marketplace? If so. especially: . its indigenous people. Juliana is therefore actively promoting ecotourism travel and cultural experience.cultural and festive experiences (Aeta rituals. Pinatubo (other similarly situated barangays in Zambales and Pampanga are close enough but visitors could not access the crater from their trail).5-km crater lake (some even dared to swim on the lake!).presence of culture-bound community of Aetas. cultural. eco-challenge. Develop local homestay program for overnight visitor including outdoor camping facilities. a realistic assessment of the experiences and benefits a destination can credibly offer is necessary. what should the strategy be? The report assessed the characteristics of Sta. heritage. Local residents look at tourism as an alternative source of income for them. The critical question is how should the Sta. It is the only convenient access point to the crater. JULIANA IN THE ECOTOURISM MARKET PLACE It is possible to shape and form a tourism product and establish a chosen positioning within the tourism market. porters. One sari-sari storeowner soon demolished her old structure and constructed a mini-grocery to accommodate a larger supply of items. Juliana‟s tourism strategy: . the markets that show the greatest potential for Sta. local health center. 6. there is a wide public acceptance of the ecotourism project. Conclusion In general.personal friendly hospitality. a form of travel where the visitor is actively engaged in discovering nature‟s bounties while at the same time “decoding” the natural and cultural environment. Juliana‟s key resources. and developed in a way that produces net benefit to the local community. fine art and heritage). other eco sites).availability of local industry (bamboo and rattan. Visitors also expressed the need to produce quality brochures and flyers at the visitor center.one‟s lifestyle strengths such as a hospitable people. It should emphasize experiences and development that put people in touch with their natural and cultural environment. Sta.are willing to spend on local resources. POSITIONING STA. among others. .specialize – don‟t be all things to all people. Aeta community immersion and wilderness experience). waterfalls. Juliana unique as compared to other destinations. Sta.demand authenticity. . . .are adventure seekers.
4. Juliana.a quick escape from the city to experience hard and soft impact adventure travel. Develop and maintain a diverse itinerary of places to visit to diffuse visitor concentration in one specific area such as the crater. and . Juliana to survive the deadly inflow of lahar into their backyard. Juliana. . Juliana can credibly offer: . Keep development of sites – trail system. . tourist facilities. Pinatubo. The above may not suffice to create a statement but the key elements are amply supplied here. visitor facilities and staffing requirements – to a minimum. and which have the potential to underpin the main elements.Sta. and . Favored Approach The first option seems to be the more practical and appropriate under the existing circumstances.the role played by the government and civic organizations to evacuate hundreds of indigenous people from the hills at the height of Pinatubo‟s eruption. waterfalls. The following strategy seeks to indicate what needs to be done and in what order to progress tourism in Sta. The relationship between the “prominent” names in the community and the key tourist elements could represent the concept of guiding themes that should influence product development.influence of local traders from the Capas town on the lives of the Aetas who constantly barter sacks of rice for a quick harvest of banana fruits. are the community‟s evolving cultural activities including an annual fiesta. Guided interpretation of Mt. cultural community. Juliana it is crucial that a clear strategy that gives direction and orders of priority for activities and development. A statement that clearly condenses and “sells” these benefits in an appealing way could evolve from thoughts that embrace the concepts of: . is evolved. Pinatubo and its inhabitants that will make visitor travel more meaningful and educational. The services of mountain guides are now offered for visitors to the crater lake (porters are also available on request).a quiet backcountry retreat. In addition to the above recommendation. promote the community for a higher level of use. Guiding Themes and Ideas In order to achieve the concept behind the adage that “There is no education better than the lessons of travel” it is essential to bring life to the community‟s appeal as an “undaunted victim of Pinatubo‟s fury”. Look at existing tourist attraction in nearby communities. . viewing decks. promotion and marketing. Pinatubo: Home to Apu Malyari. This information is then used to guide marketing and development. Pinatubo: Phoenix Rising from the Ashes From these concepts a positioning statement may be drawn to guide product development and marketing efforts. Pinatubo. It is also suggested that a video documentary of the 1991 eruption be shown to visitors. construction of resort facilities. Juliana (scavenging spent shells and ammunitions and sold to local traders) . charcoal. .the uneasy peace in the community whenever the RP-US Balikatan live fire exercises are going on could also be linked to the story line including the impact of such exercise on their livelihood. . Memorabilia and artifacts related to the eruption would significantly improve the reputation of the volcano as one of Sta. The community‟s tourism industry should in the meanwhile depend heavily on existing resources and products: Pinatubo crater. the “Home to Apu Malyari” and “Like a Phoenix Rising from the Ashes” as well as its people‟s story of the 1991 volcanic eruption. sports activities and local industry (pumice stones. Guided tour will doubtless be improved by the proposed visual exhibition at the visitor center. low level of interpretation. Pinatubo”. trail system. This strategy is based on the recommendation to relive the undying story of the 1991 eruption of Mt. Indigenous arts and crafts. “The Gateway to Mt.an opportunity for a cross-cultural exchange with native Aetas. The community should ensure that the crater lake on top of the volcano will be protected from visitors‟ unobtrusive intervention. What follows is a strategy for community development of tourism in Sta.the role played by the elder Aetas during the heydays of the Cope Thunder military live fire exercises along Crow Valley range near Sta. THE TOURISM STRATEGY Overview To develop the ecotourism potential of Sta. .Mt.a significant and varied ecotourism adventure experience. Sta. especially foreign tourists. Presence of Pinatubo-affected culture-bound communities (Aetas). Option 2 Enhance the community‟s tourism product such as upgrading of trail system. etc. The idea is to link the community‟s life and achievement including its gallant stand against the forces of nature‟s fury. visitation. Set standards for people going up to the crater based on carrying capacity considerations. . Low impact development ensures better control over visitor movements and activities thus ensuring the protection of the environment. Pinatubo and link this to the present and future projects and development in the community. The community‟s proximity and reputation as the gateway to the crater of Mt. Secondary to these. This option would have a low impact on the economy of the community. Juliana: Your Gateway to Mt. Juliana‟s key tourist products. 2. beauty pageant. An interpretation panel containing a visual and written history of the place would do well to enhance the tourism appeal of the product. Enhance special events as an inducement for people to stay longer. Several alternative development scenarios are options for development to achieve economic growth in tourism and related industries: Option 1 Maintain the state of development in the community as well as the trail system to the crater of the volcano. Pinatubo Visitor interpretation on the main tourism product could be enhanced by the undying story of the Aetas that once lived close to the mountain prior to its eruption. Pinatubo can be arranged thru the visitor assistance center. The favored recommendation is to keep development at low level while at the same time maintaining at par existing tourism products and facilities. Its proximity and reputation as the gateway to the crater of Mt. Juliana‟s tourism product: 1. It is viable and achievable and would tend to concentrate scarce financial resources and investment on key sites and facilities to provide tourism with a “kick start” and mobilize the local tourism economy.Mt.). Visitor‟s experience of the crater would be enhanced significantly by having a better and personalized access to information on the volcano itself. The carrying . to the key elements of the tourism product. arts and crafts.the people that lived on the mountain called Pinatubo could tell a story on the now beautiful and serene crater lake. to enhance the tourism image of the community. Developing Ecotourism There are potentially four (4) key elements to Sta. Visitors will then gain an appreciation of the story and development of Mt. The community‟s undaunted spirit against nature‟s destructive forces.Experience Indigenous Culture at its Best.that survived the tragic upheaval wrought by the eruption be made to be linked logically to the community‟s key tourism elements: . cable cars.or image which captures the essence of what the place offers and differentiates it from competitors needs to be evolved. building better access road network to the crater. road networks. root crops). it is recommended that a list of people and families especially among the Aetas . 3. The barangay hall that now serves as the visitor assistance center will be the hub of tourism activity in the community.the long period of struggle of the people of Sta. Building of new infrastructures if necessary will be kept to the minimum (native rest areas. as guiding themes. The community will do well to document the triumphs and defeats of the affected people and make this a regular service for guided tours to the crater. .
host community development and environmental protection). gong. Visitors take the same route on their way back. Local industry The effort of the local resident to depend on their local resources such as pumice rocks. The prohibition will also protect the integrity of the main tourism product of Sta. The trail to the crater is covered by lahar. The strategy looks to expanding the ecotourism . A visit to an Aeta settlement will do well to enhance visitor appreciation of the indigenous people‟s heritage including a look-see of their simple abode (a single room affair). arts and crafts. Traveling on foot to the crater from Sta. A well-appointed museum for this purpose will help enhance the tourism image of the community. A common fund will help them during times of emergency. A grand annual Aeta festival preferably called Dagaw Festival during the month of November will help relive their culture and heritage. Trail system The O‟ Donnel river serves as the trail system that links the community to the crater which has a distance of 30 kilometers in between. 2. Local investors may also consider constructing accommodation structures (made of locally available native materials). But with a 4 x 4 jeep (off-road all-weather vehicles) trekking time is cut to only two (2) hours up the crater. The community‟s undaunted spirit against the destructive forces of nature The experience of local residents at the height of the eruption and the years following its lahar destruction is enough information to write a book. rituals and centuries-old practices such as building fire from native bamboo and their indigenous practice of marriage and healing. Juliana‟s key position and products. natural wonders. IMPLEMENTATION Facilitation of the tourism strategy is of critical importance and will be the key to its success. nose flute. Traveling on ordinary jeep (Sarao or XLT) cuts trekking time to about 45 hours. A showroom featuring these products is recommended at the visitor center. Accommodation Training programs for local homeowners on the methods and techniques of Homestay accommodation (bed and breakfast) would do well to enhance tourism services in the community. Since the trail system is a river channel that keeps changing every time it pours. A large task lies ahead. among other things. Presence of Pinatubo-affected and culture-bound communities (Aetas tribes) Some 2. The discovery of cascading waterfalls system (two of them) close to the O‟ Donnell river on the way to the crater is one aspect of tourism marketing that is worth looking into. A programme outlining priorities and funding for product development over the nex twelve (12) months is outlined in the attached schedule. A foreign language interpreter will do well to serve the needs of tourists that find interest in the history and lifestyles of these tribes. DTI. TESDA. bow and arrow. Government agencies such as the DOST. Have a relationship to Sta. These added features of the Pinatubo trek will provide added income for local residents. Can be developed immediately (within one (1) year). wilderness adventure. it will do well to have a pool of mountain guides and porters to provide such service to visitors. the crater. Visitors to the area will be provided information on the whereabouts of these waterfalls upon their arrival at the visitor center. SUMMARY. Cultural activities (fine arts and performing arts) There is an existing collection of artifacts and memorabilia of Aeta lifestyles and their traditions (tribal dress. The government may come in to help in the infrastructure development (low impact) if need be. charcoal and root crops for economic livelihood is a story in itself. Juliana – the crater lake itself. Juliana takes about 8-10 hours. The schedule draws together all the initiatives discussed in the strategy. The economic system existing is such that local Aetas are perpetually indebted to unscrupulous traders from the lowlands by buying up their local produce with a constant supply of rice (old barter trade). A whole day of community immersion is most valuable and educational. Swimming on the lake and camping out on the crater should be strictly prohibited. Guideship Service Since the objective of the ecotourism project is to derive economic benefits from the activity. Coordination of the many initiatives outlined in this report will require purposeful leadership and a wide base of community support. Indigenous arts and crafts Though a handful of Aetas are now offering their indigenous arts and crafts (bow and arrow. NCIP may help enhance the quality of the community‟s arts and crafts. An association of guides and porters should be organized to help them build better quality of service. The current thrusts of the Department of Tourism to develop the entrepreneurial spirit of the local host community in rural areas (Entrepreneural Development for Rural Tourism) is most welcome in the community as it will trigger an avalanche of economic benefits for them. It is recommended that local residents make an effort to improve the quality of their homestay service including facilities like toilets and bedroom to attract visitors to stay. It is recommended that these waterfalls be developed using locally available native materials – at the least cost possible – such as the construction of cottages and picnic huts to be offered to visitors for the purpose of diversifying visitor experience. Inspiring the local commercial sector to increase its participation in the tourism industry is a major task. Camping sites may be identified to accommodate eco-trekkers and campers or nature lovers. bamboo crafts and basket weaving) there is yet a need to develop this product to further enhance visitor experience. A major portion of the budget would come from the World Bank once the project is approved. It is nevertheless recommended that motorized vehicles be disallowed from advancing close to the crater. Their continuing saga to unravel the mystery behind the eruption coupled with their unwavering feat to overcome their own struggle against the forces of nature is one big piece of information that will attract tourists. PRIORITIES AND FUNDING PROPOSALS The range of tourism opportunities and proposals have been assessed as worthy of further investigations because they have strong regard to the following principles: 1. Along the trail system are identified campsites where overnight guests may spend their night (camp only on high grounds away from river channels). A scheduled cultural show among the Aetas will greatly help in enhancing the cultural experience of visitors. Provide long term direction based upon the basic principles of ecotourism (visitor education. Voluntary contributions from the private sector are acceptable.e. i. indigenous communities. river streams and pumice rocks of varying sizes that makes trekking an experience in heart-stopping adventure. Camping on the crater should be strictly prohibited as it tends to erode its fringes when too many people are left alone to congregate. Funding requirements for most of the proposed developments should be taken – in part – from the regular tourist revenues of the barangay. This will give visitors a one-time chance to walk their feet up to the crater and allow them to observe the natural formations and river streams and volcanic debris of varying shapes. Volunteers play a major role in the community‟s tourism economy. These interrelated bits and pieces of information could make a difference in diversifying visitor experience. Driving along the river channel creates low level of impact to the natural landscape. and 3. The tourism regional office should initiate a move to organize them to come up with a staged performance of their native dance and songs.400 indigenous people living in scattered settlements along the mountain ranges in varying distances to the crater are the best tourism products that the community may offer to foreign visitors to the area. bamboo kitchen paraphernalia etc) which could become part of a museum of arts and crafts. The information may be made available at the visitor center or may form part of the visitor interpretation service of mountain guides. A designated parking area (in a place called Dapili) will do well to prevent vehicles from going farther. there is a remote possibility of eroding the soil along the path.capacity of the crater should be identified and disseminated to visitors for their guidance. Marketing system for these products is also essential. Government agencies like the Cooperative Development Authority and the DTI will do well to help form a cooperative among Aetas and non-Aetas as well to improve their transactional skills in business.
Still no estimates have been drawn from this experience. negotiation and business skills. Based on the figures reported by the Sta. It is worth mentioning here that a wide range of skills and leadership will be needed to implement the strategy. maintenance of 15 computers (use of elementary pupils).Discourage large-scale developments which would destroy the natural character of the community and the surrounding environment. Inc. new set of uniforms for guides. Funding a paid part-time or full-time position should be considered. The Kabuhayan sa Turismo project is an exemple of this partnership. Among the projects so far undertaken include: street-lighting. A large percentage of funds generated from the ecotourism project were gained from tourists themselves and from voluntary contributions from the tourism stakeholders and other interest groups. HOW THIS PROJECT CAN BE REPLICATED The Kabuhayan sa Turismo project may be replicated anywhere in the country for as long as the primary element is present: the existence of a major tourist attraction.000 in voluntary donations for use of toilet and shower facilities and P5. displaying organizational. repainting of school rooms.000 in conservation fees (P20 per visitor). Recently. The office prepared the framework for the process of replicating the program in other areas. But some non-government organizations like Miriam Peace have done a similar project in San Miguel. Juliana takes a medium term view and anticipates it will take at least 5 years before Sta. young leaders association (SK).Clean and Green project for the community . . This figures were taken in audit when tourism to the community perked up due to intense marketing and promotional activities launched by the tourism regional office starting early last year. To be realistically pursued these initiatives will require exceptional commitment from the barangay council.000 local population of Brgy. Juliana before new areas of economic development. Sapang Uwak in Porac. Bulacan for the Biak-na-bato National Park which by now benefits local residents (i.000 a month from their newfound job. souvenir makers. It‟s set of officers continuously operate the visitor assistance center to ensure visitor satisfaction during their sojourn to the locality. Visitor receipts were collected and kept in a bank account.Prepare a tourism facility structure plan for inclusion in the overall plan that directs different types of tourist development to specific areas such as: . provided funding will be derived from its tourism revenues. purchase of computer for the visitor center. The programme mapped out for Sta. TARGET BENEFICIARIES The expected beneficiaries of the project would be the more than 3.). The agency conducted training for these hardy boys. The total collection is broken down into: P3. in 2001 to pave the way for the transfer of duties and responsibilities from the project proponent to the local host population. Since the program started no untoward incident has so far occurred under their watch. Thus the partner agency started to organize the Sta.Viewing decks and rest areas . INNOVATIONS AND SUSTAINABILITY The level of social and economic benefits that the host population received over the years is an indication of how an ecotourism project is apt to work wonders for so long as both the government and the private sector participate in a mutually acceptable working arrangement.000 in guideship and porterage fees (P500 per guide for a group of 5 visitors/P1. The organization of a local tourism council including a close-knit collaboration with the local political institution in the community provided the impetus for the long-term sustainability of this pilot project. A local air force contingent under the auspices of the Air Force City in Clark provides security for visitors to Mt. sari-sari store owners etc.Museum of indigenous arts and crafts . communication. Juliana. This is the first time that the tourism regional office (Central Luzon) is undertaking a tourism project at the barangay level. the Mothers‟ Club and the local businessmen. While the tasks and challenges ahead may appear daunting. The Plan should contain the following tourism provisions: Objective: To achieve sustainable growth in tourist activity of net benefit to Sta. There has been no accurate studies conducted on visitor expenditures on a barangay level. A similar project is also in the offing for the local population of Brgy. Juliana council some P10. P500 for postcards (P20 each).000 for an overnight trek). Since then these boys never ceased to wear their badge of excellence. Some 70 local hands volunteered to serve as mountain guides. Now the facility is an income generator. the organization of indigenous people. Principles of Development Control: . Without paid implementation staff. water system for school children. The Development Plan is the chief controlling instrument that influences development and the style of development. provide net benefits to the community and complement and enhance the character of the community as well as the integrity of the natural environment.Encourage regular maintenance of existing tourist facilities. An average of 20 guides and porters are hired every week. The presence of the government on a regular basis (in fact every Friday) in the community was the most important factor for the project‟s success. provided clear directions are set and community commitment is achieved. Informal surveys indicate that these guides receive as much as P3. There are thousands of communities in the country that happen to host one or two tourism-related events or tourist spots. A practical guide to a self-sustainable ecotourism project was completed and distributed to all local tourism councils in at least 100 local government units throughout the region as a start-up activity. Juliana‟s tourism industry starts to provide any significant financial returns to the local barangay and to the rest of the population. The same organization was duly registered with the Securities and Exchange Commission in 2001. DEVELOPMENT CONTROL The barangay council can influence future tourism development in the community. The region is now in the process of instituting the same program for the community of Aetas in Sitio Target in Brgy. . Juliana Tourism Council.000 in visitor receipts are received on a weekly basis. construction of deep well in strategic places. cultural activities and living settlements of Aetas. Soon they were up and about earning a living as professional guides with DOT accreditation. a congressman donated some P1 Million for the construction of a guesthouse to accommodate the growing number of visitors to the community. A development strategy is all that is needed to accomplish the principles for which ecotourism as a program was founded – that of building better quality of lives thru travel and tourism.Introduce waste management system on trail system Over and above all these lies the task of organizing the local community for the continuance of the project.Butterfly sanctuary for added income . Pampanga where a mountain trail to the Pinatubo crater is due to be completed by the local government unit early next year. It is this partnership that maintains the level of sustainability needed to keep the project ongoing. the proponents needed not to seek financial or logistical resources from the government. For the first time. wildlands.Re-use of existing buildings for accommodation or farmhouse accommodation .experience of Sta. Regular meetings would draw from council members their proposals on how the funds would be utilized for community development. The same strategy may be prepared and executed upon consultation and consent from the local host community. mountain guides. . it was the level of support and monitoring effort of the regional tourism office which sealed the effectiveness of the program.Tourism development should be demonstrated to be economically viable. The community receives an average of 100 visitors on a weekly basis. progression of the strategy will be slower but not impossible. If ever there was any. trail system. the level of support was kept to a minimum. The council is composed of potential leaders who volunteered their services for the sake of evolving a productive economic activity. Pinatubo. electrification of school building. the rewards are potentially significant. purchase of two-way radio communication and provision for cell phones for a number of residents. P500 for certificates of conquest (P50 each) and P1. Sapangbato in Angeles City where the existence of exciting waterfalls and Grand Canyons continuously attract visitors to the locality.Upgrading of designated camping sites . Altogether.e. .Improvement of existing Aeta settlements for visitation .
enhancing the quality of life in the local host community and the inevitability of protecting the natural and human environment. Indonesia. PINATUBO KABUHAYAN SA TURISMO: AN ECOTOURISM STRATEGY A Sustainable Community-based Ecotourism Development Project for Sta. The local tourism council is headed by Mr. and Kalakbay award for best ecotourism product in 2002. namely: the Cooperative Development Authority in the amount of P10. PROJECT MANAGEMENT The project will be jointly managed by the Sta. Malaysia. namely: Pacific Asia Travel Association (PATA) for best adventurerelated project (GOLD Award) in 2001. Tiotuico – in the absence of a permanent means of communication in Brgy. Capas. 2004 . With funding support from potential funders. This arrangement would enable both partners to keep the project on a sustainable basis in keeping with the thrust of the potential funders. Juliana Tourism Council. the amount of social and economic benefits that the host population would enjoy would likewise increase.Sta.000 for entrepreneurial development. youth organization and involvement in the barangay council as a political unit. As the number of visitors increase. Sta. who trained in Israel in 1999 (one month) in Income-generating Activities in Rural Areas. MT. Juliana – that of providing educational and recreational value for the tourist. Department of Tourism in the amount of P25 Million for road construction (implemented thru the Department of Public Works and Highways) and Holy Angel University for donation of fifteen (15) computers for the public elementary school. As proof of this wholesome partnership. He holds a track record as a planning officer of the tourism department for the last fifteen (15) years. ASEAN Tourism Association (ASEANTA) Award for best ecotourism project in 2002. Recently he was sent to Malaysia to train and observe the country‟s ecotourism projects for a technology transfer arrangement. Ronaldo P. the same project was honored with two (2) international and one (1) national award. Department of Tourism – Region III Submitted to: 1st Philippine Development Innovation Marketplace Competition Panibagong Paraan December 12. CONCLUSION This strategy underwent community consultations and regular meetings with local tourism players. Juliana Tourism Council. Juliana. Carmelito Supan who has been involved in various community projects over the last seven (7) years. Philippines Prepared by: Sta. The expected outcome of the project would come in the form of figures in visitor arrivals and the consequent earnings from tourism activities. From the government side. audit of financial transactions and providing technical assistance to the project team on a regular basis. The overall-in-charge is the Regional Director of the tourism regional office. Inc. In the end the reasons for encouraging tourism are both economic and social. PARTNERSHIP ARRANGEMENTS The principal role of the tourism regional office as primary partner organization is to provide technical assistance and motivational support to the project proponent (local tourism council) in undertaking the projects and activities outline above. Malacanang Palace in Manila with President Gloria Macapagal Arroyo as guest of honor. Tiotuico. Its basic thrust is an “ecotourism” approach to sensitively encourage more tourism activities in Sta. Juliana – 80% of whom belong to the indigenous community. and the Department of Tourism – Region III Office. Inc. The project proponent upon registration with the Securities and Exchange Commission has acquired funding support from a number of agencies. Juliana. The overall impact of ecotourism on the community would be felt more dramatically. The tourism organization and the local tourism council have always been working hand in hand over the last five years. The key contact between the project team and DIM would be the tourism regional office thru Director Ronaldo P. Tarlac. The activities of the tourism regional office would be limited to monitoring. Their partnership enabled the Kabuhayan sa Turismo project ongoing and attuned to the mandate thru which the marriage was blessed. Ramon Dumulot who holds a track record in local community development projects having been assigned in a myriad of specific tasks such as civil defense assistance unit. the team is led by Mr. Funds generated from the activity would be utilized to finance local projects that would enhance the level of appeal of the local community as a major travel destination. the project stands to experience an increase in the number of visitors to the community as this would then attract more people to come to the crater.
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