CHAPTER 5 TOURISM

   Tourism is one of the major industry that contributed to the economic growth of the region in terms of increased investments, foreign exchange earnings, increased direct and indirect employment and increased LGU revenue generation.  For CY 2006, the programs and projects implemented by the Department of Tourism  (DOT) contributed to the attainment of the overall objective of the Bicol Development Plan. It generated 162,898 jobs during the year, 493 percent of the plan target of 33,000 jobs for CY 2006. Translated into tourist receipts, it is estimated to generate P307.5 Million revenues from tourism-oriented establishments (TOEs) in the region. Top four (4) contributors to the tourist revenues in the region are: Camarines Sur Water Sports Complex (CWC), Donsol Whaleshark “Butanding” Interaction, Cagsawa Park and Albay Parks and Wildlife. 

 

   One of the strategies of the DOT is the extensive marketing and promotion activity through tri-media, showcasing the region’s best of the best tourist attractions, products and services. For CY 2006, sustainable marketing and promotion activities were conducted and participated by the DOT, in cooperation with other government agencies, local government units, non-government organizations and private entities. 

 

Sustainable Marketing And Promotion

• VIZ-MIN TRAVEL AND LIFESTYLE EXPO 2006. The event was participated by the DOT Region 5 on February 17-19 at SM Cebu City. It provided opportunities to meet potential clients and generated new business transactions from the promotion of Bicol tourism products.  Brochures of Donsol featuring the whaleshark (Butanding) interaction and WOW Bicol Tour Packages were distributed during the three-day affair.

• 25^th ASEAN TOURISM FORUM.  The 25^th ASEAN Tourism Forum (ATF) was held on January 13-21, 2006 in Davao City. It is the largest annual tourism event in the ASEAN region attended by 10 member countries, i.e., Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.  Anchored on its goal of promoting ASEAN as a single tourism destination through regional tourism cooperation, the ATF has played a valuable role in the rapid tourism success of ASEAN-member countries. During the ATF, Secretary Ace Durano of DOT has delineated seven tourism destinations in the country namely: Metro Manila, Cebu and Bohol, Palawan, Subic, Baguio, Bicol and Cagayan de Oro City. Having identified as one of the premier tourist destination in Asia, DOT Region 5 promoted the whalesharks of Donsol, Soraogon.  DOT Region 5 hosted the whaleshark interaction of seven AFT delegates from the United States, Germany, Netherlands, Canada, Pakistan and Taiwan.

• TRAVEL EXPO 2006. Sponsored by the Philippine Travel Agencies Association (PTAA) and co-presented by the DOT on February 6-8 at SM Megamall, Mandaluyong City, the 3-day expo serves as a venue for industry players to establish a market presence, network and showcase new products and services.  It is a one-stop mega marketplace for travel shopping that showcases quality products or destinations.  DOT Region 5 rented two booths that showcased Region 5’s best of the best tourist destinations.

• 6^th BICOL TOURISM, TRADE AND INVESTMENT MISSION TO USA.  The DOT Region 5 coordinated the activity with thirty-one delegates from various sectors on July 13-21, 2006. The mission was highlighted by the 2006 Bicol National Association of America (BNAA) Convention from July 14 to 16 at Gwinnett Place Marriot Hotel in Atlanta, Georgia. This undertaking complemented the “WOW Philippines” marketing campaign of the DOT, to attract Filipino-Americans to visit and/or invest in Bicol.

• LUZONWIDE HIGHER EDUCATION PRESS CONFERENCE. DOT Region 5 assisted the Luzonwide Higher Education Press Conference on February 8-11, 2006 at the Naga Regent Hotel in Naga City. The conference was attended by more than 700 tertiary campus writers and advisers from Ilocos, Cagayan, Central Luzon, CALABARZON, MIMAROPA, Bicol and Cordillera regions and competed the various levels in campus journalism. DOT Region 5 distributed tour packages brochures to the participants and sponsored a familiarization tour around Albay and Legazpi City.

• 1^st MINDANAO TRAVEL AND TOUR EXPO. An initial step of the DOT Region 5 to introduce and create awareness of Bicol tourism products and services to the Mindanao market, as well as to the Asian market considering Davao’s strategic closeness to Palau, Brunei, Singapore, Indonesia and Malaysia.

• 17^th PHILIPPINE TRAVEL MART. Held on September 8-10, 2006 at the Megatrade Halls of SM Megamall, DOT Region 5 sponsored a 12m x 4m pavilion-type booth as assistance to Camarines Sur province. 

• GAYON BICOL FIESTA IV. This two-week Bicolandia event spearheaded by the DOT in September 2006 in Naga City, aimed to create a tourism culture, foster unity and cooperation to attain the common goal towards economic prosperity. Participated in by six provinces and six cities in the region, the Gayon Bicol Fiesta coupled with the Peñafrancia festivity had captured huge audiences and spectators from the local and international market. The event heightened people’s awareness and appreciation of the unique and colorful festivals of the twelve LGU contingents. 

• GAYON BICOL FOOD FESTIVAL. The DOT Region 5 in partnership with EDSA Shangrila Hotel Manila, conducted the event on October 23 to November 23, 2006 at the hotel’s chic HEAT Restaurant. The festival primarily aimed at introducing and promoting Bicol cuisine as a way of enticing more tourists to visit the region. Now on its fourth year, the event is usually held in first class hotels like, Dusit Hotel Nikko, Manila Pavillion and Sulu Hotel. The stinging taste of Bicolano cuisine was neutralized by the sweetness of pili and was one of the best desserts during the entire event.

• FESTIVALS ASSISTED. For CY 2006, the DOT Region 5 assisted twenty eight festivals in terms of financial assistance to the local government units, media coverage by the ABS-CBN and fireworks display.

Tourism Information Services

• TOURISM COLLATERALS.  Promotional materials were produced to guide visitors in the region.   CDs and DVDs of Gayon Bicol Audio Visual Presentation and Documentary of Bicol Region’s Prime Destinations, WOW Bicol Tour Packages, Posters, Postcards, Billboards, Banners, Butanding Tarpaulins, Explore Donsol Brochures, Tarpaulins of six provinces, Gayon Bicol Logo and EZ Map Regional Brochures were distributed during tourism events.

• DOT INFORMATION COUNTERS.  To aid visitors, tourists, students and researches on their queries, DOT Region 5 maintained two information counters, one at the DOT Regional Office and one in Legazpi City Airport.

• WOW BICOL TOURISM WEBSITE.  As a marketing tool, the regional office maintained the WOW Bicol Tourism Website that features the different tourist attractions, monthly activities and festivals throughout the region.  DOT 5 also assisted group tours by providing itineraries and tour guides, and ensured the safe, convenient and enjoyable visit of the travelers to the different tourist destinations in the region.

Tourism Services/Accreditation

   Trainings and seminars were conducted to provide quality services and upgrade industry skills in the operation of tourism establishments in the region. In cooperation with the Regional Command, Tour Guiding Techniques for TOPCOPs and Mabuhay Hosts for TOPCOPs Batches 1 and 2 were conducted at the Camp Simeon Ola, Masbate and Catanduanes provinces. As partners of the DOT, cops were trained to ensure the peace and order in the locality and safety of the visitors in the tourist areas. A Seminar-Workshop entitled “Executive Forum on Security and Disaster Management: Focus on Tourism Industry” was also conducted on June 7-8, 2006 at the Casablanca Hotel, Legazpi City. The project, dubbed as STOP or Security of Tourists Operational Program, is a joint undertaking of the National Defense College of the Philippines and the DOT, aimed to enhance disaster management and security capabilities among tourism stakeholders, and intensify vigilance of the community by conducting lectures, orientations, workshops, and visual presentations. Participants to the seminars were tourism officers, PNP officials and personnel, LGUs, and other tourism stakeholders.

 

   Other trainings conducted during the year were: (a) tourism awareness seminars; (b) homestay programs; (c) friendly tricycle driver seminar; (d) passenger and tourist handling seminar; and, (e) lifeguard training course.

 

   On the accreditation function, a total of thirty-seven tourism-oriented establishments ranging from hotels, inns, pension houses, resorts, restaurants, tour operators, homestay, motorlodge and tour guide were accredited during the year.  Nineteen of which are original applications and eighteen establishments applied for renewal of accreditation.

 

Tourist Arrivals

 

   Table 1 showed that tourist  arrivals increased by 27 percent, from 501,378 in 2005 to 637,127 in 2006.  The bulk of tourists were from the domestic market with a share of 92.26 percent. Visitors from other countries accounted for 7.74 percent of  the  total. The operation of the Camarines Sur Water Sports Complex  (CWC) placed the province including Naga City on top with 40.59 percent share. Of the 258,608 visitors, 25,830 are foreigners and 232,778 are domestic tourists.  Second on the list was Albay, with 133,440 tourists, a slide of 17 percent compared to 2005 figure was recorded. It was followed by Masbate with 77,130, Camarines Norte with 73,539, Sorsogon with 65,384 and Catanduanes, 29,026.

Table 1.Tourist Arrivals, 2004-2005, Bicol Region

back to top