South Cotabato’s Strategies to Tourism Development A Presentation by: Governor Daisy P. Avance Fuentes to 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 South Cotabato has a land area of 3,706 square kilometers and a population of 827,200 (2010 Census) The province is part of one of the country’s fastest development clusters known as SOCCSKSARGEN officially designated as Region XII which consists of 4 provinces: South Cotabato, Cotabato Province, Sultan Kudarat, Sarangani together with 3 component cities: Koronadal City of South Cotabato, Tacurong City of Sultan Kudarat and Kidapawan City of Cotabato province, 2 independent cities/chartered cities: General Santos City and Cotabato City. SoCCSKSarGen Cluster 2 Blessed with almost even dry and rainy seasons (typhoon free) and fertile soil, picturesque landscapes, and very unique tri- people cultures which have been nurtured and preserved through generations we are greatly challenged with the negative peace and order perception of South-Central Mindanao that made our very own Filipino tourists shy away from including us as a tourist destination. 3 Great advantage – cultural endowments, which can be positioned to make us a premier tourist destination. It is our “sunshine” industry - Tourism will give us a greater economic stability, fund our environmental rehabilitation and protection programs, and provide us stimuli or incentives for our tenured migrants to sustain our conservation efforts. 4 Our challenges, therefore have to be overcome if our tourism industry will be a “sunshine” economic driver: • Overcome the negative peace and order perception • Preservation of unique cultures • Protection and rehabilitation of destroyed and threatened scapes • Development, enhancement of product portfolios. 5 South Cotabato’s tourism programs must be able to convert tourism assets into competitive marketable products in ways that maximize social and economic benefits to the frontline communities to ensure sustained preservation and protection not only of the environment but more 6 importantly of cultural diversity. TOURISM PRODUCT PROTFOLIO The key objectives of the province of South Cotabato’s tourism development: To ensure sustained increase in tourist traffic and receipts. To secure firm foothold in the market via an iconic brand image that is unique, powerful and effective in bringing in more tourists. To support the development of the tourism industry as an engine of socioeconomic growth through the creation of Tourism Support Communities (TSCs) where alternative livelihoods are created for the local 7 people. Banner Product: Cultural Tourism The “Land of the Dreamweavers” concept was put in place as the primary destination brand of the provincial industry. The whole product value is anchored on the T’nalak weaving of the T’boli people in Lake Sebu. All other related attractions and sub- components reinforce the basic brand image. 8 BANNER PRODUCT PORTFOLIO Indigenous cultural showcase, T’nalak Festival, School of Indigenous Cultural events and Knowledge and highlights Traditions Zip Line, Seven Falls, Tilapia-based T'nalak weaving/ culinary, Lake Sebu Lang Dulay Weaving eco-adventures, Center Lake Lahit Family CULTURAL Adventure Center TOURISM 9 T’nalak Weaving 10 Lang Dulay T’nalak Weaving Center 12 13 Seven Falls Eco-Tourism Project Zipline 14 EMERGING PRODUCT: NATURE TOURISM Mt. Melibingoy - Lake Holon Sector The emerging destinations are nature-based activities Mixed Sector scattered in various areas in Mt. Matutum – (Bakngeb the province. For marketing Linan Sector Underground purposes, these areas shall be River, Si-ok Falls T’daan Kini) considered as sectors. NATURE Below are the top three (3) TOURISM sectors comprising the secondary tourism product of the province. Mt. Matutum-Linan Sector 15 Lake Holon – Mt. Melibingoy Sector 16 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 the province are lumped in one mixed sector. At the moment, 17 improvements to accessibility are currently being addressed. POTENTIAL PRODUCT PORTFOLIO Heritage Agri-Tourism/ Tourism Resort Farming Culinary Tourism Nature Tourism Mixed Products MIXED TOURISM SUB-PRODUCTS Potential products are attractions that have the potential in becoming saleable destinations and experiences. The following illustration identifies 18 the leading primary potential products. Heritage Tourism 19 Trappistine Monastery Durian Garden 20 Agri-Tourism Culinary Tourism 21 Crafting of Tourism Master Development Plan for Local Government Units The Provincial Government has become an enabler by allocating funds for the formulation of the Tourism Master Plans for the Municipalities of Surallah, Banga, Lake Sebu, Tupi, Polomolok, Tampakan and Tantangan and a Site Development Plan for the Seven Falls Eco Tourism Project amounting to Two Million Four Hundred Thousand Pesos (PhP 2.4 Million). The Master plan will define what product each municipality will develop which are complementary with each other. 22 DESTINATION IMAGE MANAGEMENT LIGHT ADVENTURE (for outdoor enthusiasts who do not have the necessary physical rigor for heavy adventure) 23 HOLISTIC / FAMILY-BASED 24 HEAVY ADVENTURE 25 Reinforcing the Brand through Marketing and Promotions 26 Website and Social Media 27 Selling Missions/Exhibits during Key Tourism Oriented Events 28 High Impact Tourism and Culture Marketing events and endeavors 29 Other Strategies and Initiatives 1. INFRASTRUCTURE: Prioritized Tourism Projects with various implementing 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 30 3. COORDINATION Creation of the Provincial Tourism Council to partner with the private sector in the development and strengthening of tourism frontline stakeholders. Creation of the South Cotabato Culture and Arts Foundation, Inc. which is a partner in the awareness drive and preservation of South Cotabato’s unique culture. Strong linkages with Department of Tourism XII and other government agencies 4. TOURIST SAFETY Trained Tourism Police – Top Cop (Tourism Oriented Police Community Order and 31 Protection) TOURISM IMPACT ON THE PROVINCE OF SOUTH COTABATO Tourist Arrivals YEAR GRAND TOTAL VISITORS ARRIVAL 2009 114,115 2010 151,109 2011 293,391 2012 245,612 2013 279,646 2014 462,897 32 SUMMARY OF SIGNIFICANT LEARNINGS IN TOURISM DEVELOPMENT Focus strategic tourism building efforts on core and naturally available resources such as its cultural diversity and its corresponding derivatives/products/events such as the renowned T’nalak weaving and likewise the T’nalak Festival. Focus tourism product activities that complement and highlight the physical landscape of the destination. Create a distinct brand image for tourism that is expressed through an integrated communications strategy. Uphold professional administration and strong political support to ensure stability of the tourism development programs. Social development that highlights and imbibes the importance of tourism in the collective mindset that locality is vital coupled with citizen responsiveness to tourists are essential components 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 Bong S’lamat!.