Destination Planning, Development, and Marketing Actions:

Within the framework of the recommended target market, product portfolio, and destination approach
it will be essential to:

» Raise the competitiveness of the Philippines as a destination through the implementation of the DOT
mandatory accreditation system, proactively identifying flagship tourism investments through the
Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and working with the Chambers of
Commerce and related national and local government units to simplify tourism enterprise business set-
up, licensing, and taxation procedures.

>>Safeguard heritage sites and vulnerable groups to ensure sustainable tourism development by
improving the capacity of sites and site managers to handle increased tourist volumes, increasing the
number of UNESCO-inscribed sites from the current 8 to at least 10 to 12, providing guidelines for
incorporating Filipino cultural heritage into the product portfolio, undertaking restoration and
conservation works at key heritage sites, and creating partnerships to mitigate the negative impacts of
tourism on vulnerable groups in the community.

» Improve the effectiveness and level of resources for marketing the Philippine product portfolio to
target markets by clarifying the strategic marketing approach in relation to target market, products,
branding, and market intelligence; adjusting the international marketing network to rely more on
performance-based local market representatives and electronic marketing managed by four regional
offices; and implementing new operational marketing programs in targeted international and domestic
markets following the detailed guidelines provided in the NTDP marketing strategy and action plan.

The implementation of these strategic activities will create an orderly process for product and
destination development, give confidence to investors in the sector, and raise the capacity of the
Philippines to attract larger international and domestic tourism flows.