South Cotabato’sStrategies to Tourism

Development

South Cotabato’sStrategies to Tourism

DevelopmentA Presentation by:

Governor Daisy P. Avance Fuentesto the

Japan Council of Local Authorities for International Relations (CLAIR)An international Forum of Philippine-Japan Administration on

“ADVANCING LOCAL ECONOMY THROUGH TOURISM DEVELOPMENT:THE ROLE OF LOCAL GOVERNMENTS”

PRESENTATION OUTLINE

I. SOUTH COTABATO BRIEF PROFILE

II. RATIONALE

III. CHALLENGES

IV. TOURISM PRODUCT PORTFOLIO

V. DESTINATION IMAGE MANAGEMENT

VI. OTHER STRATEGIES AND INITIATIVES

VII. TOURISM IMPACTS

VIII. SUMMARY OF SIGNIFICANT LEARNINGS IN

TOURISM DEVELOPMENT

SoCCSKSarGen Cluster

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South Cotabato has a land area of 3,706square kilometers and a population of827,200 (2010 Census)

The province is part of one of the country’sfastest development clusters known asSOCCSKSARGEN officially designatedas Region XII which consists of 4 provinces:South Cotabato, Cotabato Province, SultanKudarat, Sarangani together with 3component cities: Koronadal City of SouthCotabato, Tacurong City of Sultan Kudaratand Kidapawan City of Cotabato province,2 independent cities/chartered cities:General Santos City and Cotabato City.

Blessed with almost even dry andrainy seasons (typhoon free) andfertile soil, picturesquelandscapes, and very unique tri-people cultures which have beennurtured and preserved throughgenerations we are greatlychallenged with the negativepeace and order perception ofSouth-Central Mindanao thatmade our very own Filipinotourists shy away from including usas a tourist destination.

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Great advantage – culturalendowments, which can bepositioned to make us apremier tourist destination. Itis our “sunshine” industry -Tourism will give us a greatereconomic stability, fund ourenvironmental rehabilitationand protection programs,and provide us stimuli orincentives for our tenuredmigrants to sustain ourconservation efforts.

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Our challenges, therefore have to beovercome if our tourism industry will be a“sunshine” economic driver:

• Overcome the negative peace andorder perception

• Preservation of unique cultures

• Protection and rehabilitation ofdestroyed and threatened scapes

• Development, enhancement ofproduct portfolios.

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South Cotabato’s tourism programs must be able to convert tourismassets into competitive marketable products in ways that maximize socialand economic benefits to the frontline communities to ensure sustainedpreservation and protection not only of the environment but moreimportantly of cultural diversity.6

The key objectives of the province of South Cotabato’s tourismdevelopment:

To ensure sustained increase in tourist traffic andreceipts.

To secure firm foothold in the market via an iconicbrand image that is unique, powerful and effective inbringing in more tourists.

To support the development of the tourism industry asan engine of socioeconomic growth through thecreation of Tourism Support Communities (TSCs) wherealternative livelihoods are created for the localpeople.7

TOURISM PRODUCT PROTFOLIO

Banner Product: CulturalTourism

The “Land of the Dreamweavers” conceptwas put in place as the primary destinationbrand of the provincial industry. The wholeproduct value is anchored on the T’nalakweaving of the T’boli people in Lake Sebu.

All other related attractions and sub-components reinforce the basic brandimage.

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CULTURALTOURISM

BANNER PRODUCT PORTFOLIO

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Indigenous culturalshowcase,

School of IndigenousKnowledge and

Traditions

T’nalak Festival,Cultural events and

highlights

Zip Line, Seven Falls,Tilapia-based

culinary, Lake Sebueco-adventures,Lake Lahit FamilyAdventure Center

T'nalak weaving/Lang Dulay Weaving

Center

T’nalakWeaving

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Lang Dulay T’nalak Weaving Center

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Seven Falls Eco-Tourism Project Zipline

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EMERGINGPRODUCT: NATURETOURISM

The emerging destinations arenature-based activitiesscattered in various areas inthe province. For marketingpurposes, these areas shall beconsidered as sectors.

Below are the top three (3)sectors comprising thesecondary tourism product ofthe province.

Mt. Matutum –Linan Sector

Mt. Melibingoy -Lake Holon

Sector

Mixed Sector(Bakngeb

UndergroundRiver, Si-ok Falls

T’daan Kini)

NATURETOURISM

Mt. Matutum-Linan Sector

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Lake Holon – Mt. Melibingoy Sector

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Bakngeb cave Si-ok Falls T’daan Kini

MIXED SECTOR:All other eco-tourist destinations, such as the Bakngeb cave, Si-ok

Falls, T’daan Kini etc. located in various towns and city in theprovince are lumped in one mixed sector. At the moment,improvements to accessibility are currently being addressed.17

MIXED TOURISM SUB-PRODUCTSPotential products are attractions that have the potential in becoming

saleable destinations and experiences. The following illustration identifiesthe leading primary potential products.

POTENTIAL PRODUCT PORTFOLIO

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HeritageTourism

Agri-Tourism/Resort Farming

Nature TourismCulinary Tourism

MixedProducts

Heritage Tourism

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TrappistineMonastery

DurianGarden

20 Agri-Tourism

Culinary Tourism

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Crafting of Tourism MasterDevelopment Plan for LocalGovernment Units

The Provincial Government has becomean enabler by allocating funds for theformulation of the Tourism Master Plans forthe Municipalities of Surallah, Banga, LakeSebu, Tupi, Polomolok, Tampakan andTantangan and a Site Development Planfor the Seven Falls Eco Tourism Projectamounting to Two Million Four HundredThousand Pesos (PhP 2.4 Million).

The Master plan will define what producteach municipality will develop which arecomplementary with each other.

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LIGHT ADVENTURE (for outdoor enthusiasts who do not have the necessaryphysical rigor for heavy adventure)

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DESTINATION IMAGE MANAGEMENT

HOLISTIC / FAMILY-BASED

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HEAVY ADVENTURE

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Reinforcing the Brand through Marketing and Promotions

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Website and Social Media

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SellingMissions/Exhibitsduring Key TourismOriented Events

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High Impact Tourism and Culture Marketing events and endeavors

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Other Strategies and Initiatives1. INFRASTRUCTURE:

Prioritized Tourism Projects with variousimplementing agencies

2. ENVIRONMENT MANAGEMENT AND PROTECTION

Establishment of the Biodiversity Corridor Creation of the Lake Sebu Rehabilitation

Council Lake Sebu Seven Falls Eco-Tourism

Development Project Allah Valley Landscape Alliance (AVLDA) Sanitary Landfill Clustering

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3. COORDINATION

Creation of the Provincial Tourism Council topartner with the private sector in thedevelopment and strengthening of tourismfrontline stakeholders.

Creation of the South Cotabato Culture and ArtsFoundation, Inc. which is a partner in theawareness drive and preservation of SouthCotabato’s unique culture.

Strong linkages with Department of Tourism XIIand other government agencies

4. TOURIST SAFETY

Trained Tourism Police – Top Cop (TourismOriented Police Community Order andProtection)31

YEAR GRAND TOTAL VISITORSARRIVAL

2009 114,1152010 151,1092011 293,3912012 245,6122013 279,6462014 462,897

Tourist Arrivals

TOURISM IMPACT ON THE PROVINCE OF SOUTH COTABATO

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SUMMARY OF SIGNIFICANT LEARNINGS IN TOURISM DEVELOPMENT

Focus strategic tourism building efforts on core and naturally available resources such as itscultural diversity and its corresponding derivatives/products/events such as the renownedT’nalak weaving and likewise the T’nalak Festival.

Focus tourism product activities that complement and highlight the physical landscape of thedestination.

Create a distinct brand image for tourism that is expressed through an integratedcommunications strategy.

Uphold professional administration and strong political support to ensure stability of the tourismdevelopment programs.

Social development that highlights and imbibes the importance of tourism in the collectivemindset that locality is vital coupled with citizen responsiveness to tourists are essentialcomponents of tourism development.

Allow for private sector led, local government supported efforts and partnerships. Package the province’s tourism product to align with, and complement national and regional

trends and tourism thrusts. Implement specific strategies, programs and plans to strengthen environmental conservation

and protection of tourism destinations to ensure sustainable development. Engender the inclusive philosophy that tourism is everybody’s business

END

BongS’lamat!