UNIVERSITY OF THE

EAST CALOOCAN

TOUR 106: TOURISM

PLANNING
AND
DEVELOPMENT
Prepared by:
Marianne T. Evangelista
MSHRM
CHAPTER
01
 TOURISM
• Tourism is one of many

activities in a community or
region that requires planning
and coordination.
• This course provides a
simple structure and basic
guidelines for comprehensive
tourism planning at a
community or regional level.
 PLANNING
• Planning is the process of identifying

objectives and defining and evaluating

methods of achieving them.

• Tourism planning considers all of

the tourism resources, organizations,
markets, and programs within a region.

• Comprehensive planning also

 DEVELOPMENT
• Tourism development involves
broadening the
ownership base such that more people
benefit from the tourism industry, skills
development, job and wealth creation and
ensuring the geographic spread of the
industry throughout the province .
 REASONS FOR
PLANNING
1. Ensure that planners understand the
importance of tourism and take this fully
into account when preparing development
plans and taking planning decision.

1. Ensure that planners and the tourism

industry work together
effectively to facilitate, promote and deliver
new tourism development in a sustainable
way
Cont:
3. Ensure that those involved in the tourism
industry understand the principles of
national planning policy as they apply to
tourism and how these can be
applied when preparing individual
planning applications and
 TOURISM PLAN
• A formal tourism plan provides a vehicle
for the various interests
within a community to coordinate their
activities and work toward common goals.
• It is also a means of coordinating tourism
with other community activities.
 TYPES OF TOURISM
PLANNING
• Site Level Planning Destination
• Level Planning Regional Level
• Planning National Level Planning
• International Level Planning
•
 SITE LEVEL
• The most popular planning today is at
the site level, i.e., individual property
development. Business sectors , non-profit orgs.
and government agencies have increasingly
employed professionals to plan and design their
properties.
• The demand for resorts and other specific
attractions has
generated the need for new forms of
cooperation and guidelines between the
decision makers and the designers/planners at
the site
 DESTINATION LEVEL
• In some countries or regions, there is need for
sub-regional or local level planning.
• This is more specific regional than the
level planning.
• This level of planning is also
called destination/zonal planning.
For planning purposes, a destination zone is
defined as a geographic area containing
critical mass of development that satisfies
traveller objectives.
 REGIONAL LEVEL
• The regional level of tourism planning is for one
region of a country. This can be a state, a
province or a tourist circuit (like a group of
islands, special areas and etc).

• However, regional plans are formulated

within the broader
framework of the national tourism policy and
plan, provided it exists in a country. At the
same time absence of a national level plan
Regional planning focuses on the
elements of:
• Regional policy and Regional
access and the internal
transportation network of facilities and services;

• Type and location of tourist

attractions
• Location of tourism
development areas including resort
areas;
• Amount, type and location of
tourist accommodation and other
Cont.
• Regional level environmental,
socio -cultural and economic
considerations and impact analyses;
• Regional level education and
training programmes; Marketing
strategies and promotion
programmes;
• Organizational structures,
legislations, taxations, regulations
and investment policies; and
Implementation techniques including project
programming and regional
 NATIONAL LEVEL
• The national level of tourism planning
is what takes place within a country at the
behest of it’s government.
• However, an ideal situation in this would be
to involve the private sector, public sector
and also public opinion.
The national level of tourism
planning is focused on several
elements like:
• Defining tourism objectives;
• Tourism policy;
• A physical structure plan including
identification of major tourist attractions,
designation of tourism development regions,
international access points and the internal
transportation network of facilities and
services;
Cont.
• The major tour routes in the country
and their regional connections;
• Tourism organizational structures,
taxation, legislation and investment
policies;
• Tourism marketing: research,
strategies and promotion
programmes;
• Human resource development,
education and training
Cont 2.
• Facility development and design
standards;
• Socio-cultural, environmental and
economic considerations and impact
analysis;
• National level implementation
techniques, including long term and short
term development strategies and project
programming; and Research to
understand tourism impacts.
 INTERNATIONAL
LEVEL
• This level of planning is
concerned mostly with:
1) international transportation
services,
2) the flow and tour programming of tourists
among different countries,

3) development of major attraction features

and facilities in nearby countries, and
4) multicountrymarketing
 PLANNING PROCESS
• Like any planning, tourism planning is goal-
oriented, striving to achieve certain objectives
by matching available resources and programs
with the needs and wants of people.
• Comprehensive planning requires a systematic
approach, usually involving a series of steps.
 STEPS IN PLANNING
PROCESS
1. Define goals and objectives.
2. Identify the tourism system.
3. Resources
4. Organizations
5. Markets
6. Generate alternatives.
7. Evaluate alternatives.
8. Select and implement.
9. Monitor and evaluate.
 DEFINING GOALS
AND OBJECTIVES
• It is important to understand
how a tourism plan serves these
broader purposes.
• If tourism is identified as a

means of serving broader

community goals, it makes sense
to develop plans with
more specific tourism
development objectives.
 IDENTIFY THE
TOURISM SYSTEM
• When planning for any type of activity, it is important to first

define its scope and

characteristics. Be clear about
exactly what your plan
encompasses.
• You can begin to clarify the
tourism system by breaking it down
into three subsystems:
(1) tourism resources,
1. TOURISM
RESOURCES
• Are any(1) natural, (2)
cultural, (3)
human, or (4) capital resources
that either are used or can be
used to attract or serve
tourists.
• A tourism resource inventory
identifies and classifies the
resources available that provide
opportunities for tourism
 a) NATURAL
RESOURCES
• Climate-seasons
• Water resources-lakes, streams,
waterfalls
• Flora-forests, flowers, shrubs, wild edibles
• Fauna-fish & wildlife
• Geological resources-topography, soils, sand
dunes, beaches, caves, rocks & minerals,
fossils
• Scenery-combinations of all of the above
 b) CULTURAL
RESOURCES
• Historic buildings, sites
• Monuments, shrines
• Cuisine
• Ethnic cultures
• Industry, government, religion, etc.

• Anthropological resources
• Local celebrities
 c) HUMAN
RESOURCES
• Hospitality skills
• Management skills
• Seasonal labor force
• Performing artists-music, drama, art,
storytellers, etc.
• Craftsman and artisans
• Other labor skills from chefs to lawyers to
researchers
• Local populations
 d) CAPITAL
RESOURCES
• Availability of capital, financing
• Infrastructure-transportation
roads, airports, railroads, harbors &
marinas, trails & walkways

• Infrastructure: utilities water,

power, waste treatment, communications
2. TSM
ORGANIZATIONS
• It is important to recognize the diverse
array of public and
private organizations involved with tourism.
• The most difficult part of
tourism planning is to get these groups to
work toward common goals. You should
develop a list of these organizations within
your own community and obtain their input
and cooperation in your
 3. TOURISM MARKETS
• Tourists makeup the third, and perhaps
most important subsystem.
Successful tourism programs require a strong
market orientation.

• The needs and wants of the

tourists you choose to attract and serve must
be the focus of much
of your marketing and development activity.
Therefore, it is important to clearly
 GENERATE

• ALTERNATIVES
Generating alternative
development and marketing options
to meet your goals requires some
creative thinking and
brainstorming.
• The errors made at this stage
are usually thinking too narrowly or
screening out alternatives
prematurely. It is wise to solicit a wide range of
options from a diverse group of people. If
tourism expertise is lacking in your
 EVALUATE
ALTERNATIVES

• Tourism development and

marketing options are evaluated
by assessing the degree to which
each option will be able to meet
the stated goals and objectives.
• There are usually two parts

to a systematic evaluation of
tourism development and
marketing alternatives:
 cont.
• Feasibility analysis, and
• Impact assessment.
• These two tasks are interrelated, but think
of them as trying to answer two basic
questions:
(1) Can it be done?, and
(2) What are the consequences? A
decision to take a specific action must be
based both on feasibility and desirability.
 IMPLEMENTATION, MONITORING
AND EVALUATION
• Monitor progress in implementing the plan
and evaluate the success of the plan in meeting
its goals and objectives on a regular basis.
• Plans generally need to be adjusted over time
due to changing goals, changing market
conditions, and unanticipated impacts. It is a
good idea to build monitoring and evaluation
systems into your planning efforts.
ROLE OF GOVERNMENT
• The primary role of public /
government is governance,
enactment and implementation
of laws and regulations.
• Certainly, understanding the
many policies and practices of
governmental agencies is
essential to all forms of tourism
planning and development.
 ROLE OF PRIVATE
SECTOR
• The private sector ’s involvement in tourism is most likely to be motivated by profit, as tourism entrepreneurs invest
in business opportunities.

• In a capitalist or mixed economy,

development of tourist facilities and
services such as hotels and other
accommodation, tour and travel
agencies, commercial type tourist
attractions and activities and local
infrastructure are usually the
responsibility of the private sector, or
in some areas, of public corporations .
 PUBLIC / PRIVATE
SECTOR
INVOLVEMENT
• Private sector
– Primarily interested in meeting the needs of
tourists

• Public sector
– Infrastructure, planning and
regulation
– Facilitate and control
– Public interest
– Relationship to government policy at
CHAPTER

02