OPPORTUNITIES IN CULTURAL HERITAGE TOURISM IN THE HERITAGE TOURISM IN THE PHILIPPINES . ... heritage tourism? 1. ... Marketing and Promotions • Visitor

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  • NATHANIEL VON EINSIEDEL Architect / Urban Environmental Planner

    OPPORTUNITIES IN CULTURAL HERITAGE TOURISM

    IN THE PHILIPPINES

  • NATHANIEL VON EINSIEDEL Architect / Urban Environmental Planner

    OPPORTUNITIES IN CULTURAL HERITAGE TOURISM

    IN THE PHILIPPINES

  • What is cultural heritage tourism?

    The subset of tourism concerned with a country, region, or citys culture, specifically the lifestyle of people in a geographic area, their history, architecture,

    art, religion, and other elements that shape their lives.

    It is one of the largest and fastest-growing global tourism markets.

  • What is cultural heritage tourism?

    It means travelling to experience the places and activities that authentically represent the stories of people of the past and the present.

    It includes visiting irreplaceable historic, cultural, and natural resources.

  • What is cultural heritage tourism?

    0 5 10 15 20

    Shanghai

    Hongkong

    Istanbul

    Dubai

    New York

    Kuala Lumpur

    Singapore

    Bangkok

    London

    Paris

    (visitors/yr)

    6.7 M

    7.0 M

    7.5 M

    7.6 M

    8.7 M

    8.9 M

    9.7 M

    10.2 M

    14.0 M

    14.8 M

    TOP 10 MOST VISITED CITIES IN THE WORLD (OECD, 2011)

    It is generally agreed in the tourism industry that cultural tourists spend substantially more than standard tourists.

    This form of tourism is becoming generally more popular throughout the world.

  • Global Tourism Developments & Trends

    International tourist arrivals increased by 6.6% in 2010 from 2009, to 940 billion. In 2010, international tourist receipts reached US$ 919 Billion worldwide, equal to 4.7% increase over 2009.

    In 2010, world tourism recovered more strongly than expected, with the Asia-Pacific region being the first to recover and among the strongest (+13%) growing regions, second only to the Middle East (14%).

    In 2010, travel for leisure, recreation, and holidays accounted for over one-half (51%) of all international tourist arrivals, followed by visiting friends/relatives, religious reasons, and health treatments at 27%.

    In Asia-Pacific, North-East Asia (eg, Japan, Taiwan) was best performing (+14%); China (+9%); Vietnam (+35%); Singapore (+22%); Philippines (+17%); Thailand (+12%); Indonesia (+11%) in terms of international arrivals.

  • Net income from tourism: US$ 1.2 Billion in 2000

    Top Source of Tourists in 2010: 1) Korea, 2) USA, 3) Japan,

    4) China, 5) Taiwan / Australia

    Philippine Tourism Development & Trends

    and its growing!!! Tourist Arrivals

  • Philippine Tourism Developments & Trends

    -40 -20 0 20 40 60

    Baguio

    Bohol

    Camiguin Island

    Boracay Island

    Puerto Princesa

    Metro Manila

    Tourist Volume Growth Rate in Major Destinations (2009-2010)

    37.10%

    35.12%

    20.29%

    19.77%

    4.20%

    -33.47%

    New Tourist Products in 2010

    Diving sites (Moalboal) Island banca cruises (Cebu) Island hopping of marine

    sanctuaries (Nalusuan, Pandanon)

    Cultural heritage tours Adventure tourism

    packages (Sohoton Caves in Samar)

  • Popular Philippine Tourism Destinations

    Aklan Ati-atihan Festival Bacolod Masskara Festival, Ilonggo

    food, Mt. Kanlaon, Silay City Bohol Panglao Island beaches, tarsiers, Chocolate Hills, Loboc River Banaue Rice Terraces UNESCO World

    Heritage Site; Sagada hanging coffins Boracay Island white sand beach Camarines Sur adventure tourism Cebu history, beaches, arts and crafts,

    spas Davao Pearl Farm, Samal Island Hundred Islands (Pangasinan) Iloilo historic churches, Dinagyang

    Festival

  • Popular Philippine Tourism Destinations

    Ilocos Norte historic churches, Pagudpud beach, Fort Ilocandia

    Volcanos Taal, Mayon, Pinatubo Metro Manila Intramuros, Chinatown, Makati commercial center,

    Araneta Coliseum Palawan El Nido, Tubbataha Reef,

    Puerto Princesa Underground River Puerto Galera (Mindoro) beaches Scuba Diving Tubbataha Reef, Anilao,

    Apo Island, Pamilacan Surfing -- Siargao, Baler, Guiuan Tagaytay Cool air, Taal Lake Vigan history, heritage buildings Zamboanga Asias Latin City

  • What are the benefits of cultural heritage tourism?

    1. It creates new jobs and is one of the largest employers in many countries.

    2. It creates new businesses and higher property values, and generates substantial revenues for local governments.

    3. It helps preserve a communitys unique character and identity, including its heritage assets, natural resources and eco-systems.

    4. It enhances pride of place.

  • Framework for local tourism development planning

    Policies Social/Cultural Technology Environmental

    Economic Political Legal Demographic

    Situational factors

    Attractions Facilities Services Infrastructures Community

    Visitor Travel Services Communication

    Transportation and Access

    Profits and Services

    Capital Investments, Goods and Services

    Visitor Expenditures

    Social and Cultural Exchanges

    Marketing and Promotions Visitor Generation and

    Marketing

    Host Destination

  • Pitfalls to Avoid or to Overcome

    1. Overdevelopment ensuring that tourism does not destroy the cultural heritage assets that attract visitors in the first place.

  • Pitfalls to Avoid or to Overcome

    2. Pressure on infrastructure and services on roads, water and power supply, police and fire protection, as well as support facilities such as lodging, emergency medical services, local transport, etc.

  • Pitfalls to Avoid or to Overcome

    3. Misguided notion of modernization destruction of important historical sites and structures (such as town plazas, ancestral houses, etc.), and their replacement by modern structures that have no sense of local character and identity.

  • The fundamental ingredients of a successful, sustainable local cultural heritage tourism program

    are:

    1. Community participation and ownership

    2. Harmony between community and tourism goals

    3. Environmental carrying capacity

    4. Sustainability of the resource base

    5. Accountability

  • Nathaniel von Einsiedel Architect / Urban Environmental Planner

    Consultants for Comprehensive Environmental Planning Inc (CONCEP)

    www.concepinc.com concepinc@gmail.com

    THANK YOU FOR YOUR ATTENTION