Chapter 7

TOURISM POLICY AND DEVELOPMENT STRATEGY

7.1 Tourism Development Policy

The policy thrusts of the National Government as spelled out in the Tourism Master
Plan of the Philippines (TMPP) is to develop tourism clusters thereby expanding
existing resource base and promoting regional growth.

It sets four main goals:

 Economic goal: to optimize the contribution of tourism to economic growth at

national and regional levels;

 Socio-cultural goal: to enhance and contribute to social conversion and cultural

preservation at local level;

 Physical environmental goal: to develop tourism on an environmentally sustainable

basis; and

 Marketing goal: to develop a diversity of destinations, attractions and markets to

minimize exposure to major internal and external threats to tourism activities.

The CLTMP is envisaged to provide a logical process for the development of the
tourism industry in the region anchoring on the proper utilization of nature based
tourism assets/resources including its proper promotion and rational development.
This, likewise, manifests the important role of tourism in assisting the region to.
achieve a sustainable level of development and serving as a catalyst to economic
growth.

For Central Luzon, three basic policies have to set the motion of tourism development.
These are: strong collaboration with other regions, distribution of tourism development
opportunities, and tourism development with strong sectoral linkages.

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Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
 a. Stronq Collaboration with Other Reqions

Metro Manila is the major source of domestic tourists. Man-made tourist attractions
should be more feasible in Central Luzon than any other parts of the Philippines.
Central Luzon tourism should rely on its strategic location to markets rather than its
tourism resources. It should aim at developing market oriented tourism rather than
resource based tourism.

b. Distribution of Tourism Development Opportunities

The current development shown by the Clark Field and the Subic Bay will definitely
create satellite resort development that will supplement these institutions in their new
status as a business and convention center. Coupled with this is the continued
expansion of Metro Manila that will promote relocation of leisure facilities outside of the
urban sites.

c. Tourism Development with Strong Linkaqes to other Sectors

In pursuit of tourism development, strong tourism linkages are encouraged in sectors

like economics, socio-cultural and environment. Tourism development in the region
should minimize dislocation of the economic activity of the poor members of the
society, minimize degradation of the values and ethics of the ethnic groups, and
safeguard against the destruction of the environmental setting.

7.2 Identification of the Basic Problems of the Tourism Sector

This section summarizes the key development concerns that are addressed by this
Plan.

a. Landlocked areas

The provinces of Tarlac and Nueva Ecija are basically landlocked provinces, with no
beaches. While possessing vast natural resources and cultural assets, these provinces
have to recognize the fragile state of its tourist resources.

b. Historical sites are not well developed/maintained

The province of Bulacan campaigns for adopting a catch phrase such as "Birthplace of
Heroes and Sites of Historical Events". This is to attract more visiting veterans and

_____________________________________________________________________________________________
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
 their relatives to the province. Ironically, most of these historical sites are either under
developed or not properly maintained.

c. Relocation of squatters

Most of these squatters are unaware of the proposed development plans and therefore
resist to relocation. This situation is common in urban areas of the region.

d. Ethnic group

There is a lack of program to fit the ethnic groups in tourism development. Most often,
unplanned exposure of culture, values and traits of these ethnic groups results to
exploitation/degradations.

e. Threat from natural calamities

The presence of Mt. Pinatubo can be an advantage or otherwise. A lot of major

infrastructures are threatened by destruction and may create dislocation of an orderly
tourism operation.

f. Upgrade the tourism services, facilities and establishments

There is a need to improve, on the regional level, the effort to campaign for tourism
program. Similarly, associated tourism facilities (like camp, hotel/motel, resort) and.
establishments (such as gift & souvenir shop, arts & craft shops, indigenous markets)
need upgrading.

g. Construct/rehabilitate road network

In order to link the western part of the region, a major road has to be
constructed/rehabilitated to connect Zambales and Tarlac provinces. Other links
require improvement or new construction.

h. Financial assistance

Loan programs under tourism development are still vague to prospective borrowers in
the region. Investment forum shall be hosted inorder to bridge the gap.

i. Possible threat to tourism by industrial development

There is a need to balance the industrial development in the region and tourism
promotion inorder to safeguard the destruction of natural environment and the image of
Central Luzon as a tourist destination.

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Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
7.3 Vision and Roles

The CLTMP envisions to provide "A Well Spring of Diversity" 1/ to tourists both
domestic and foreign. This diversity of attraction is well-defined in each slogan adopted
by its provinces and major cities:

 Bataan : A Living Monument of Valor, Gallantry and Heroism

 Bulacan : Birthplace of Heroes and Sites of Historic Events

 Nueva Ecija : The Agricultural Haven to Central Luzon and

Gateway to the Mountains

 Pampanga : The Culinary Capital North of Manila

- Angeles City : The City that has Risen from the Ashes

- Clark Field : A Sound Investment for Business in the Future.

 Tarlac : The Sugarlandia of Central Luzon

 Zambales : A Perfect Gateway Where Sun, Sea and Sand

Combine for Unforgettable Vacations

- Subic Bay : Asia's Resort Suburb - A Great Base to Be

- Olongapo City : Where Cleanliness is a Way of Life

These slogans enable the people of Central Luzon to manifest a vision combining
every attribute that each province has:

VISION 1/

"We, in Central Luzon Region, home of self-reliant and gallant

people, bounded by its beauty, rich natural resources, cultural
heritage and historical landmarks and center of products and
services with global standards, envision Central Luzon as: A World
Class tourist destination; center for ecological education; investment
haven; and food bowl and culinary capital of Luzon."

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1/
Result of Regional Tourism Workshop conducted on April 14, 1967 at Angeles City.
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Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
 This vision hinges on the thesis that "diversity" of destination is the major asset of the
Central Luzon. This is manifested by:

- Presence of Clark and Subic gateways that may directly bring in foreign
tourists aside from tourists coming from NAIA;

- The Agricultural Research Centers in Nueva Ecija and the sugarland of

Tarlac;

- Heavy investment in Subic and Clark; and

- The recognition of Pampanga as the seat of culinary activities.

These slogans are well-anchored to the leading concept of the Central Luzon
Development Program (CLDP), of which tourism is a part, which is "One Region-One
Vision". It embodies the concern to integrate potentials and prospects not only among
the six provinces of the region but also among cities.

This vision jives with the Tourism Master Plan of the Philippines (1991) that sets the
role of the Luzon cluster as "a multi-faceted destination based on a full range of
markets and products". These roles can be met by integrating various areas of the
cluster. Grouped under the Luzon cluster are the North Luzon Tourism Area, the CL -
Calabarzon-NCR Tourism Area, the Mindoro Tourism Area, the Palawan Tourism Area,
and the Bicol Tourism Area.

Central Luzon has an advantage in location compared to Palawan, Mindoro, Bicol and
the mountain areas, but behind in those areas in terms of nature and wilderness. Also,
Central Luzon has relatively developed infrastructure and a well-informed society being
close to NCR, the seat of national government.

Generally, tourism roles in the Central Luzon regional development can be as follows:

a. Contribute to socio-economic upliftment of the region by increasing tourism income

and by creating more jobs;

b. Promote and improve the image of Central Luzon; and

c. Attract investors by offering its regional assets like resorts and others.

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7.4 Strategy for the Development of the Tourism Industry

7.4.1 Tourism Structure Plan

Basic planning principles are set based on the policies, vision and roles that CLTMP
has to follow. These are customer focus, sustainable development, and community
based tourism approach. Each principle is discussed below.

a. Customer Focus

Customers today are better educated than before. They are more careful about their
purchases and the money they spend. They want good service and they are willing to
pay for it.

Customer needs: information, help in decision making, solution to a problem, feel

important and assurance.

Customer expects: competence, business like treatment, promises to be kept promptly,

and sincere consideration.

Customer values: safety, time, comfort, convenience, reliability, courtesy and

reasonable cost.

b. Sustainable Development

This is a process in which the exploitation of resources, direction of investments,

orientation of technological development, and institutional change are all in harmony
and enhance both current and future potential to meet human needs and aspirations.

The goal is set that there should be a sustainable balance between environmental
conservation, compatible tourism use of resources within the framework of local socio-
cultural values and through equitable partnership, research, education, and
communication.
This strategy recognizes that the threshold (carrying capacity) of natural surface and its
vegetation, waters and allowable settlements are limited by the finite horizontal space.
A mountain destination or a river can only take so many visitors within a tourist season,
and beyond this, crowding will ensue.

It is environmentally sensitive tourism which offers the opportunity for a sustainable

industry, capable of insuring the local resident and visitor alike with a real sense of
appreciation of the natural environment.
 c. Community Based Tourism

It is a planning approach for sustaining the tourism industry and the community's
environment and culture. It requires involvement of proponents, stakeholders and other
affected sectors and ownership of the plan.

The rationale for this approach is the recognition that each individual community has its
special character and each particular character or identity constitutes the community's
vigor attractiveness to tourists.

The promotion of Heritage Tourism in the region carries with it the need to create
community stories on the different historical events and artifacts found in the region. It
also requires legislation for the preservation and conservation of the historic districts,
rehabilitation/restoration of historical monuments and others.

Sustainable heritage tourism should be authentic and high quality, preservation., alive,
fit between community values and tourism, and with good collaboration.

7.4.2 Development Approaches

a. Tourism Highway

Central Luzon or Region III has the most complete road network in the Philippines. It is
served by a north-south backbone and the south-west lateral roads. The northsouth
trunkline consist of three major roads: the North Luzon Expressway, the Manila North
Road and Daang Maharlika Road.

Tourism development for the region will take advantage of these road networks.
Considerable number of travellers travel back and forth between Metro Manila and
Central Luzon particularly in the provinces of Bulacan and Pampanga. The provinces
of Nueva Ecija, Tarlac and Zambales have linkages to the northern regions.
Central Luzon gateway to Metro Manila is the Bulacan province. Therefore, tourism
highways always converge at Bulacan before exiting to Metro Manila or vice versa.
Travellers coming from Metro Manila and nearby regions will have to pass by Bulacan
and thereafter complete his travel to other provinces of the region.

Three (3) tourism highways as shown in Figure 7-1 are developed for CLTMP.
Bulacan-Nueva Ecija Tourism Highway, Bulacan-Pampanga-Tarlac Tourism Highway,
and Bulacan-Bataan-Zambales Tourism Highway. Specific places covered by these
tourism highways are spelled out in the succeeding discussion.

1. Bulacan-Nueva Eciia Tourism Highway (Eastern)

 This tourism highway will take care of the eastern side of the region. From Metro
Manila, it will swing to the east passing thru Pulilan, San Ildefonso and San Miguel
of Bulacan; then to San Isidro, San Leonardo, Sta. Rosa, Cabanatuan City,
Talavera, Sto. Domingo, Munoz, San Jose City of Nueva Ecija; and exiting to
Region II particularly the province of Nueva Vizcaya.

2. Bulacan-Pampanga-Tarlac Tourism Highway (Central)

From Bulacan, this particular tourism highway will traverse Pampanga province
particularly the towns of Apalit, San Fernando, Mabalacat and the municipalities of
Capas, Tarlac, Gerona, Paniqui, and Moncada of Tarlac province before exiting to
Region I specifically at Pangasinan. This tourism. highway will serve the tourism
attractions offered by the central part of Region III.

3. Bulacan-Pampanga-Bataan-Zambales Tourism Highway (Western)

A swing to the western side of the region will reach the provinces of Bataan and
Zambales. After Bulacan, this tourism highway will pass the towns of Apalit, San
Fernando, Bacolor, Guagua, Sasmoan, Lubao of Pampanga province and continue
to pass thru Hermosa, Dinalupihan of Bataan, proceeding to Olongapo City, and
the entire towns of Zambales province exiting to Pangasinan. This tourism highway
will show the sea-based tourism attractions of the region.

b. Tourism Loop

Along the tourism highways, tourism loops are developed to cater a particular
geographical setting offering tourism attractions. Loops are defined by sheer
geography, not by type of tourism assets nor by an aggregation of types or by similar
items within a type. A loop always touches base with the tourism highway utilizing the
primary and secondary routes connecting to respective municipalities.

The advantage of geographically locating the needed development is that it helps in

clarifying the order of development actions that will follow. It also permits defining the
communities or ethnic groups and administrative units (LGUs) circumscribed by the
geography who will be involved in the development of the loop.
Also, a loop allows greater opportunities for gradual staging of development and
modernization of the countrysides without jeopardizing the natural environment. From
this process will emerge a better understanding of geographical and locational
strategies. Therefore, development can be devoted to specific tourist sites and that
infrastructure and services can, by complementation, provide encouragements for
synergies, hierarchies, priorities as well as a better selection of networks for self
generated tourist activity circuits.

Creation of loops by province are discussed below.

1. Bulacan Loop

The capital town of Bulacan is Malolos. It is the seat of the provincial government,
considering that it is where the provincial capitol is located. Therefore, in
developing loops for Bulacan, the Consultant makes a strong reference to Malolos.

Four loops are formed for Bulacan, and these are:

 Loop 1: Malolos-> Guiginto->Balagtas->Bocaue->Marilao

Meycauayan->Obando->Bulacan->Malolos
 Loop 2: Malolos->Calumpit-> Hagonoy-> Paombong-> Malolos
 Loop 3: Pulilan->Baliuag->Bustos->Angat-> Sta. Maria->
 Pandi->Highway
 Loop 4: San IIdefonso->San Miguel-> Highway

The creation of loops for Bulacan is based on the interconnection offered by its
road system. Tourism attractions presently offered will be the starting point for
tourism development and further expansion, creating other loops as road
infrastructure becomes available.

The Bulakenos develop themes for each loop. Loops 1 and 2 adopt a theme of
"Lakbay Ilog" since these places are located on the lowlands of the province. Loop
3 is known as "Lakbay Parang", the area where rolling lands and greens are found.
Loop 4 is "Lakbay Bukid" known for its beautiful mountain sceneries.

2. Pampanga Loop
 Loop 1: San Fernando->Mexico--> Sta. Ana->Arayat->San Fernando
 Loop 2: Angeles City--> Mabalacat->San Fernando-> Guagua->
Sta. Rita--> Porac->Angeles City

The destruction of arterial roads brought about by lahar limits the creation of
tourism loops for Pampanga. As soon as the road network is restored, more
tourism loops are expected to be developed.
3. Tarlac Loop
 Loop 1: Capas->Bamban->Concepcion->Highway
 Loop 2: Tarlac->Mayantoc->Camilig->Highway->Tarlac
 Intra-Provincial Loop:
a) Tarlac->Lopez->Nueva Ecija
b) Tarlac->San Jose->Zambales

The road servicing the Tarlac-Lopez-Nueva Ecija Loop is complete while the
Tarlac-San Jose-Zambales requires the continuation of the road link.

4. Nueva Ecija Loop

 Loop 1: San Isidro->Gapan->Sta. Rosa ->Zarragosa-> Tarlac Province

 Loop 2: Cabanatuan City->Palayan->Laur->Bongabong-> Llanera->
Talavera->Cabanatuan City
 Loop 3: Talavera->Llanera->Pantabangan->San Jose Munoz->
Talavera
 Loop 4: Munoz->San Jose->Lupao->Talugtog->Munoz

5. Bataan Loop

 Loop 1: Hermosa->Orani-> Samat->Abucay->Pilar-> Bagac->Morong-

> Dinalupihan-> Hermosa
 Loop 2: Pilar->Orion->Limay->Mariveles->Bagac->Pilar

At present, interconnection of Loop 2 is incomplete. A portion of the roadlink at the

western side still needs the construction of a new road.

6. Zambales Loop

The tourism highway at Zambales province traverses the towns at the western side
of the province. Minimal looping of road is formed. The only potential loop is the
finalization of roadlink to the province of Tarlac, which can create a bigger loop.

Appreciation of tourism attractions of the province can be achieved by forming a

loop that makes use of roadlinks to certain points of the mountainous areas and
the shoreline and returning to the highway using the same access.
c. Anchor Projects/Tourism Estate

The conversion of Clark Airfield into a commercial airport in April 1994 opened another
gateway to Central Luzon. A similar role is expected to be played by the Subic
International Airport.

Abiding with the TMPP stipulations of developing tourist estates in the country, the
Consultant finds it prudent to classify the tourism development of Clark Field and Subic
Bay as stand alone tourist estates. Facilities and amenities offered by these estates
serve as catalyst to nearby tourist destinations of the region.

Other potential tourism estates can be explored in Zambales and Tarlac provinces
when prevailing conditions warrant their development.