Standard Local Tourism Statistics System 101.

1:

Measuring Local Tourism

Office of Tourism Development Planning, Research

and Information Management
DEPARTMENT OF TOURISM
Measuring Local
Tourism

Why
Measure
Local
Tourism?
Significance of Domestic Tourism
 Contributes to an improved balancing of the national economy
through redistribution of national income
• Development of activities favorable to the destination
• Opportunity for citizen to get to know his own environment
• Deeper awareness of a person’s national identity because of its high
social, cultural, historical, environment and educational value
• Generates large-scale employment opportunities particularly in rural
areas

 Requires at the minimum, natural or simple installations and

infrastructure in transport, accommodation and services
• Production methods for services demanded by domestic tourists
generally remain simple and based on local materials

 Ability to sustain and maintain the tourism industry during lean

periods of international tourism by providing an alternative for
demand distribution
In order to understand fully the significance of
TOURISM, it is important to generate regularly
reliable and comparable statistics that would measure
the impact of tourism

o gives an objective,
quantitative representation of
the tourism situation and its
socio-economic impact to the
stakeholders
Tourism
Statistics o Intrinsic component of the
tourism-related (1)
development planning, (2)
policy making, (3) investment
facilitation and (4)
management process
Measurement Criteria
(UNSC, 1993)

It should be of worldwide practical application,

for both developed and developing countries
– It should be consistent with current international
standards and classifications
It should emphasize simplicity and clarity
– It should be expressed in simple terms which are
measurable within the practical constraints of visitor
surveys
It should be limited to strictly statistical purposes
Usual Means to Portray Statistics (Indicators)
Quantitative Measurements Qualitative Measurements
1. Raw Data (e.g. hotel guest 1. Category Indices (e.g.
arrivals) quality level of services
2. Ratios (e.g. ratio of the given to guests)
number of foreign tourist to 2. Normative (e.g. existence
local tourist) of business development
3. Percentage (e.g. hotel plan)
occupancy) 3. Nominal (e.g. accreditation,
certification)
4. Opinion-Based (e.g.
satisfaction level)
Basis in Selection of Data Collection
Methodology
 Manpower requirements (some methodologies are
heavy on manpower requirements)
 Cost requirements (overall cost of data gathering
activity dependent on the volume of data to be
collected, sample size, and level of detail to be
collected)
 Implementation requirements (technical know-how
required to implement data gathering activity)
Important Points to Remember:
 Uniformity. For data to be comparable, data gathering
and reporting system should follow a certain standard.

 Continuity. Data Gathering should be done regularly.

Data should be updated to be reliable.

 Coordination. Agencies, LGUs as well as private

enterprises should always communicate well with each
other to come up with an organize and reliable data
gathering and reporting system.

 Timeliness. Schedules should always be kept.

How can LGUs
measure the
impact of
tourism?
 Prerequisite towards
Measuring Tourism and
Creating a Local
Tourism Database
Basic Knowledge on:
1. Tourism Concepts
2. Visitor Types
3. Tourism Basic Statistical Units
4. Domestic Tourism Indicators and
Parameters
5. Standard Data Gathering and
Reporting Forms
 Forms of Tourism

Domestic Inbound Outbound

Tourism Tourism Tourism
• Refer to residents of a • Refer to visitors of a • Refer to residents of a
country traveling country who are country traveling
within their country residents of other outside their country
countries

Internal Tourism International Tourism

National Tourism
 Basic Tourism Units
Visitors
- persons traveling to and staying in
(1) places outside their usual environment for
(2) not more than one consecutive year for
(3) leisure, business and other purposes not related to
the exercise of an activity remunerated from within the
place visited”
For Philippine domestic/internal tourism minimum
distance of travel covered is between municipality.

Tourists Same-day visitors

-a visitor who stays at -a visitor who does not spend the night in a
least one night in a collective or private accommodation in the
collective or private destination visited
accommodation in the - also called excursionists.
destination visited
 Understanding 4
Important Tourism
Statistics Basic Units
 1. Guest / Visitor Arrivals
• Simple head count of individuals
The Four visiting

(4) 2. Visitor Day

• total number of visitor counted by
Tourism 3.
daily basis
Guest-Nights (Visitor Nights)
Statistics • total number of over-night visitors
counted by nightly basis (number
Units of over-night stays)
4. Visitor Points
• total number of visitors in tourism
spots / attractions / facilities
 Two persons (2) went to a destination
Stayed for six (6) days
Visited four (4) attractions
1. Guest Arrival (GA)? = 2 GA
2. Visitor Days (VD)? = 2GA x 6D = 12 VD
3. Guest Nights (GN)? = 2GA x (6D-1D) = 10 GN
4. Total Visitor Points (VP)? = 2GA x 4A = 8 VP
 Two persons (2) went to a destination
Stayed for One (1) day
Visited Two (2) attractions
1. Guest Arrival (GA)? = 2 GA
2. Visitor Days (VD)? = 2GA x 1D = 2 VD
3. Guest Nights (GN)? = 2GA x (1D-1D) = 0 GN
4. Total Visitor Points (VP)? = 2GA x 2A = 4 VP
 Points of Data Collection and
Corresponding Surveys/Studies
that can be Carried Out
Three (3) Collection Points
where Data Gathering can be
carried out:
1. Places of visit or destination
– Counting entrants to tourist sites with controlled
access
– Surveys of visitors at tourist sites
– Census and registration of accommodation units
– Survey of tourism production units
Three (3) Collection Points
where Data Gathering can be
carried out:
2. Points of travel between the destination
and origin or vice-versa
– Counting by administrative controls at the entry
points
– Survey of passengers at entry points
– Survey of passengers at some points along their
journey
Three (3) Collection Points
where Data Gathering can be
carried out:
3. The Usual Place of Stay
– Household surveys of residents in the country
– Survey of tourism related business establishments
(e.g. accommodation establishments, government
administrations and institutions
– Survey of tourism intermediaries like travel agents,
tour operators, air taxi operators, tourist transport
operators, etc.
What can local
tourism
stakeholders
measure and
monitor?
 Compilation of Data based on
Tourism Supply and Demand Framework

Destination

Development of Development of
the product the market

Supply Demand

Costs Revenue

Benefits

5/25/2017
 SUPPLY FRAMEWORK
Accommodation
Type of accommodation

Restaurants, Cafes & Canteens

Type of facility

Transport
Type of transport company

Recreational, Cultural, Sporting Activities & Other Attractions

Type of facility

Other Services
Type of service (Travel Agent/Tour Operator/Guides/National Tourist Offices)

Tourism Price Indices

For accommodation establishments and other tourism supply
 DEMAND FRAMEWORK
Tourist Arrivals
Month of the Year; Country of Residence; Purpose of Visit; Mode of Transport;
Port of Entry; Country of Residence by Purpose of Visit; Country of Residence by Mode of Transport;
Country of Residence by Sex and Age; Type of Accommodation

Same-day Visitors
Day trippers; Cruise ship visitors

Average Length of Stay

Country of residence; Purpose of visit; Type of Accommodation

Room Occupancy
Type of accommodation; Grade of accommodation; Location of accommodation;
Size of accommodation; Month of year

Tourist Expenditure
Country of residence; Type of accommodation

Qualitative Tourist Data

Factors influencing decision to travel; Main source of information;
Activities engaged in during the visit; Trip planning characteristics; Trip ratings
 BASIC
TOURISM INDICATORS
THAT CAN BE
MONITORED IN THE
LOCAL DESTINATIONS

*SAMPLE DATA PROVIDED NOT NECESSARILY THE MOST RECENT.

Basic Domestic Tourism Indicators:

1. Number of Tourism Facilities–

• Use to analyze destination’s readiness to accept
tourists

• Parameters Needed: (1) Number of Accommodation

Establishments, (2) Number of Rooms, (3) Number
of Tourist Attractions

2. Number of Employees in AEs –

• Indicates employment generation capacity of
primary tourism facilities.

• Parameters Needed: (1) Number of Employees

Number of Existing AEs, Rooms, and Employees
Source: ACS 2014 September
Existing Establishments
Regions
AE Rooms Employment
CAR - Cordillera Administrative Region 342 8,438 4,314
NCR - National Capital Region 392 38,749 26,965
Region I (Ilocos Region ) 648 9,286 6,690
Region II ( Cagayan Valley ) 313 5,405 3,060
Region III ( Central Luzon ) 661 18,733 14,607
Region IV-A ( Calabarzon ) 421 8,094 7,947
Region IV-B (MIMAROPA) 865 11,448 6,845
Region V ( Bicol Region ) 516 8,012 4,470
Region VI (Western Visayas) 871 19,208 15,676
Region VII ( Central Visayas ) 1,265 28,272 21,070
Region VIII (Eastern Visayas ) 458 6,300 3,066
Region IX (Zamboanga Peninsula ) 340 6,030 2,945
Region X (Northern Mindanao ) 544 11,950 6,191
Region XI (Davao Region) 475 11,306 7,101
Region XII (Soccsksargen) 378 6,493 4,014
Region XIII (Caraga) 352 5,073 2,624
Grand Total 8,841 202,797 137,585
 NUMBER OF TOURIST ATTRACTIONS
BY PROVINCE in Region IV: CALABARZON

Total
History Sports and Customs
Industrial Special Health and Number of
Province Nature and Tourism Recreational Shopping and Event Wellness
Others
Tourist
Culture Activities Traditions
Attractions

CALABARZON 240 250 295 665 209 219 10 303 39 2230

Cavite 14 34 14 52 13 20 2 ... 11 160
Laguna 57 56 240 143 130 29 1 294 1 951
Batangas 76 70 17 313 23 78 3 3 11 594
Rizal 20 26 2 8 19 26 1 2 104
Quezon 73 64 22 149 24 66 4 5 14 421

Source: STAM 2012 DOT4A

Basic Domestic Tourism Indicators:

3. Volume of Guest –
• Use to analyze tourist traffic, guests seasonality and
volume of guest being served per type or size or
location of accommodation establishment.

• Further disaggregation of guests into their countries

of origin can be used in product market analysis

• Parameters Needed: (1) Number of Guest Arrivals,

(2) Number of Guest by Country of Residence
 2015 Top Overnight Destinations
according to Volume of Overnight Guests in AE

Rank Destinations Foreign Domestic Total

1 Cebu 1,598,325 1,722,624 3,320,949
2 Davao 188,706 2,443,135 2,631,841
3 Camarines Sur 394,246 1,668,223 2,062,469
4 Zambales 74,565 1,552,957 1,627,522
5 Boracay 812,089 748,017 1,560,106
6 Albay 374,949 1,042,646 1,417,595
7 Metro Manila 848,320 568,755 1,417,075
8 Pampanga 713,802 701,007 1,414,809
9 Laguna 99,121 1,172,607 1,271,728
10 Benguet 35,165 1,166,637 1,201,802
11 Batangas 82,774 1,086,236 1,169,010
12 Iloilo 47,923 1,115,371 1,163,294
13 Palawan 338,306 670,602 1,008,908
14 Negros Occidental 57,542 847,723 905,265
2016 Volume of Overnight Guests in AE in Baguio City

Annual Total = 1,294,906

Basic Domestic Tourism Indicators:

4. Average Length of Stay (ALOS) or Average Guest

Night –
• Use to determine guests propensity to stay in
destinations and in product development

• Parameters needed: (1) Total Guest Nights and (2)

Total Guest Arrivals

• Formula = Total Guest Nights

Total Guest Arrivals
2016 Average Length of Stay (Night) of
AE Guests in Baguio City
 Basic Domestic Tourism Indicators:

5. Average Room Occupancy –

• Use to analyze accommodation establishment sector’s
performance in terms of room utilization and business
seasonality

• Parameters needed: (1) Total Rooms Occupied for the

Reference Period, (2) Total Rooms Available for the
Reference Period, and (3) Total Rooms Available

• Formula = Total Rooms Occupied for the Reference Period

Total Rooms Available X
Total Days of the Reference Period
Period
2016 Average Monthly Occupancy
of AE’s in Baguio City
 Basic Domestic Tourism Indicators:

6. Average Guest per room –

• Use to analyze room utilization preference of guests in AEs.

• Parameters Needed: Total Rooms Occupied and Total Guest

Nights

• Formula = Total Guest Nights for the Reference Period

Total Rooms Occupied for the Reference Period

2016
Average
Guest per
Room in
Baguio
City
 Basic Domestic Tourism Indicators:

7. Number of Events and Participants in M. I. C. E

• Use to analyze convention facility utilization and the
profile and characteristics of domestic travelers with
MICE as its main purpose

• Better analysis possible when data is disaggregated per

Type and Classification of Event, per location and per
resident status.

• Parameters Needed: (1) Number of Event per

Type/Classification/Destination, (2) Number of
Participants per Event, (3) Organizers’ Profile and other
Information, (4) Total Expenditure
 TOP MICE DESTINATIONS FOR 2014
ACCORDING TO VOLUME OF PARTICIPANTS

% Share per
Destinations Events Participants
Participants
1 Metro Manila 4,858 591,483 52.6%
2 Cebu 1,583 85,687 7.6%
3 Agusan Del Norte 975 68,760 6.1%
4 Davao City 306 52,605 4.7%
5 Palawan 364 51,168 4.6%
6 Iloilo 351 47,362 4.2%
7 Cavite 299 17,571 1.6%
8 Surigao del Norte 233 17,387 1.5%
9 General Santos City 114 16,874 1.5%
10 Baguio City 152 14,989 1.3%
11 Lanao Del Norte 195 13,421 1.2%
12 Sultan Kudarat 211 13,345 1.2%
 Basic Domestic Tourism Indicators:

8. Volume of Same Day Visitors / Total Number of Visitor

Points
• Use to analyze visitor traffic in tourist destinations and to
determine destination preference of visitors.

• Better analysis possible when data on resident status and

sex is available

• Parameters Needed: (1) Number of Visitors per

sex/resident status per destination
 2015 Top Same-Day Visitor Destinations
according to Volume of Same-day Visitors in Tourist Attractions
Destination Foreign Domestic Total
Quezon 7,176 5,280,542 5,287,718
Laguna 311,577 4,828,653 5,140,230
Pangasinan 26,623 4,236,948 4,263,571
Cavite 27,156 4,043,339 4,070,495
Camarines Sur 275,314 3,466,124 3,741,438
Batangas 114,072 3,538,378 3,652,450
Rizal 10,686 3,451,721 3,462,407
Ilocos Sur 1,904,822 1,904,822
Albay 31,996 1,717,908 1,749,904
Ilocos Norte 1,670,737 1,670,737
Leyte 10,132 1,100,238 1,110,370
Cagayan 898 1,067,767 1,068,665
Cebu 246,448 796,847 1,043,295
Negros Occidental 44,312 667,771 712,083
Baybay City 7,667 639,378 647,045
Southern Leyte 7,127 624,662 631,789
Sarangani 1,845 626,369 628,214
Puerto Princesa City 60,987 485,018 546,005
 Pagsanjan Falls
2014 Same – day Visitor Arrivals
Philippine Residents Foreign Residents Total
January 4,384 10,230 14,614
February 4,250 9,917 14,167
March 2,925 6,826 9,751
April 2,873 6,705 9,578
May 3,039 7,092 10,131
June 2,413 5,630 8,043
July 2,124 4,956 7,080
August 3,195 7,457 10,652
September 1,804 4,211 6,015
October 2,467 5,757 8,224
November 2,833 6,609 9,442
December 2,356 5,499 7,855
Total 34,663 80,889 115,552
 Basic Domestic Tourism Indicators:

9. Total LGU Tourism Related Expenditures and Income

Generated*
• Use to analyze LGUs’ policy support to tourism
enterprises and activities.

• Parameters Needed: (1) Total Tourism Related

Expenditures, (2) Total Income Generated from LGU-run
tourism enterprise or activities
Standard Local Tourism Statistics
System (SLTSS)
• An effort to build the tourism database of local
destinations
• The system seeks to standardized the data
gathering methodologies.
Standard Local Tourism
Statistics System (SLTSS)
1st Level: Basic 2nd Level: 3rd Level: Statistics
Tourism Data Advanced in Tourism Planning
Gathering Tourism Data • Statistics in Tourism
• Basic Tourism gathering Development
Statistics • Advanced Planning Training
Training (BTST) Tourism (Stats-TDPT)
Statistics
Training (ATST)

✓Standard Basic ✓Survey ✓Use of data in

Data Methodologies tourism
Gathering ✓Preparing Data planning,
Methodologies for Tourism promotions,
Marketing and marketing.
Plan
Standard Local Tourism
Statistics System (SLTSS)
1. To make local tourism
statistics compilation more
RELIABLE.
2. To make local tourism
WHY statistics compilation more
COMPARABLE.
standards? 3. To make local tourism
statistics compilation more
up-to-date and RELEVANT.

72
Basic Data Gathering
Components standardized:
Tourism Concepts
Data Sources
Minimum Data Compiled
Data Forms
Schedule of Collection
Standard Basic Data Source
Points:
• Tourist Attractions
• Accommodation Establishments
AEs and TAs are the key source of visitor
arrivals because:
 It is one of the most significant indicator for
development planning
 It is comparable in every level.
 It can be reliably acquired.
 It can be disseminated easily
 Gathering from AE’s and TA’s can be implemented
easily by cities/municipalities more effectively than
anyone else because of their mandate (Local
Government Code of 1991 and Tourism Code of 2009).
Accommodation Establishments
• Key Source for Domestic Tourist Arrivals and other
major tourism indicators like occupancy rates, average
length of stay, MICE data, among others.

Tourist Attractions
• Key Source for Volume of Same-day Visitors
(Visitor Points)
Take note:
You can still capture tourists from other
sources (e.g. campsites, beaches,
churches, schools, households) but do not
mix them together, especially with
tourists from AEs.
Set your priorities when you gather data.
Compile data first from sources which is
most comparable, most significant
economically, and most feasible to
implement.
Ideal Data Flow Tourism Enterprises
(Compilation and (Public and Private)
Reporting) in the
Local Tourism
Statistics Framework Municipality/City

Province

Region

National
 End of Presentation.
Thank you

Thank you!
For further inquiries:
Email Address: mysay@tourism.gov.ph
Contact Number: (02) 523 7314