The waves of change that are taking place in the ASEAN region carry both challenges and opportunities.

By 2015, a single regional common market of ASEAN countries will be created under the ASEAN Economic Community (AEC). It is envisioned that with the increasing liberalization, barriers to the free flow of goods, services, investment capital and skilled labor will finally be dismantled. The implications are vast businesses must have global perspective and start thinking of an expanded million people as markets in ASEAN countries - Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Our neighbors began their preparations early on and because we had a late start, we must now double our pace to keep in step with them. One of the six (6) major benefits identified in the AEC is tourism opportunity. There is a notable increase in travels within the region and other countries have started to take a second look at Asia as an attractive destination. In the ASEAN Tourism Strategic Plan put together by the ASEAN National Tourism Organizations (NTOs), the vision is: By 2015, ASEAN will provide an increasing number of visitors to the region with authentic and diverse products, enhanced connectivity, a safe and secure environment, increased quality of services, while at the same time ensuring an increased quality of life and opportunities for residents through responsible and sustainable tourism development by working effectively with a wide range of stakeholders. Indeed, tourism offers tremendous opportunities for economic and social development. To turn this promise into a reality, tourism development must be properly planned and managed. To convert the aspirations into reality, the Philippines must step up and do all the things necessary to improve its competitiveness in the ASEAN region. The time is now.

This forum brings together thoughts leaders of the tourism industry in the Philippines and the ASEAN region in a comprehensive discussion of WHAT TOURISM INDUSTRY SHOULD KNOW ABOUT ASEAN INTEGRATION 2015 Are we ready for these game-changing developments? What steps are each of the countries in the region taking to boost their preparedness and enhance their competitiveness in time for 2015? Will the integration really happen? This conference hopes to provide answers to these burning questions. This is a call for the tourism industry to mobilize and work in unity and cooperation so that we can all board in time for the flight we cannot afford to miss.

The First Philippine Tourism Forum is the first major initiative for open discussion of ASEAN integration. The Philippine Tou r Operators Association has invited other prestigious associations and organizations to be co-presentors for this event. This will ensure that participants will get a well-rounded view of the issues, the opportunities and threats, as well as future directions.

Gain awareness of the ASEAN Integration initiatives and its implications on tourism; Benefit from the sharing of regional experiences in tourism promotion and marketing; Get insights on the state of competitiveness of the Philippine tourism vis-a-vis the identified opportunities (and threats); Take a look into the new markets emerging; and Identify the issues and the level of individual/organizational preparations needed to thrive in these new markets

DAY ONE SEPTEMBER 2, 2013

OPENING CEREMONIES
9:00-10:00 Phil. National Anthem Non-denominational Prayer Recognition of Dignitaries

EMY C. MALATE Secretary General PHILTOA CESAR CRUZ President, PHILTOA CESAR CRUZ President, PHILTOA HON. RAMON JIMENEZ, JR. Secretary, Dept. of Tourism

Opening Remarks

Introduction of the Guest of Honor

Address of the Guest of Honor Gesture of Appreciation for the Guest of Honor

Recessional

Message from MAP President 10:15 Introduction of the Keynote Speaker INTEGRATION AMIDST DIVERSITY IN THE ASEAN ECONOMIC COMMUNITY: EMPOWERING THE TOURISM ENTERPRISES FOR ASEAN INTEGRATION: Leveling the Playing Field
The ASEAN integration is moving on its 2015 target. The opening up of markets will provide growth opportunities especially for larger companies who are able to produce goods and services at a more efficient scale. This capability to tap into a larger market can pose challenges to small and medium enterprises where majority of tourism players belong. This session will explore the importance of SMEs in an integrated economy and how they can be empowered to survive and thrive in this new environment.

MR. MELITO SALAZAR President, Management Assn. of the Philippines

MS. FAUZIAH DATO SERI PADUKA HJ TALIB

Chair, ASEAN BUSINESS ADVISORY COUNCIL (ASEAN BAC)

PLENARY SESSION 1 Develop experiential regional products and creative marketing and investment strategies Enhance and accelerate travel facilitation and ASEAN connectivity 10:45 CREATION AND IMPLEMENTATION OF ASEAN TOURISM STANDARDS The Long and Winding Road
The most concrete implementation activity for the ASEAN integration is in the area of tourism with its the ASEAN Common Competency Standards for Tourism Professionals (ACCSTP), the Common ASEAN Tourism Curriculum (CATC) and the Regional Qualifications Framework and Skills Recognition System (RQFSRS). How prepared are the local tourism enterprises for these new developments? Will these change the game?

MA. VICTORIA JASMIN Undersecretary Dept. of Tourism

11:15

HOW COMPETITIVE IS THE PHILIPPINES IN THE ASEAN REGION? Getting ready for the wave of change
Promoting Philippine tourism has never been more fun and the numbers appear to be on an upswing trend. Is this increase in arrivals and tourism receipts comparing favorably with other countries in the ASEAN region? If so, what would it take to sustain this trend? If not, what steps should be taken to improve our competitiveness standing?

GUILLERMO M. LUZ
Co-Chair, Private Sector National Competitiveness Council Philippines

11:45

DESTINATION BRANDING: Build or Buy

Tourism surge is being projected globally but because of the proven economic benefits it can bring, it has become a buyers market. The pressure is on to develop destinations that will entice tourists to come into countries. Astute marketers also realize the importance of brand in gaining competitive advantage. But brands take time to develop and grow so to cut the time for brands to be known, should the industry just buy known brands? What are its advantages? If we will build a brand, do we have the time to do this without trailing competitors?

MR. TEODORO DEL MUNDO

Chair & CEO EON Stakeholder Relations Firm

MODERATED OPEN FORUM 12:30 Lunch Break (Mango Inspired Buffet) Entertainment PLENARY SESSION 2 T HE ASEAN TOURISM MOMENTUM: At the Intersection of Reality and Aspirations PLENARY ADDRESS ASEAN TOURISM OFFERINGS: Getting the World to Feel the Warmth
The move among the ASEAN member-countries is to adopt a unified campaign in promoting tourism in the region. The roll-out of the ASEAN campaign Feel the Warmth is also being spearheaded by the ASEAN Tourism Association and aims to position the region as a must-see destination through its various programs. How will the region be promoted? How will competition be managed?

1:45

DATO MOHAMAD KHALID HARUN

President, ASEAN Tourism Association (ASEANTA)

2:15 -4:30

Presentations With Roundtable Panel Discussion TOURISM PROMOTION IN THE ASEAN REGION: New Roles for New Rules DEFINING VALUE PROPOSITION IN DESTINATION MARKETING AND PROMOTION DOMINGO ENERIO
Chief Operating Officer Phil. Tourism Promotions Board

SHAPING THE FUTURE OF TRAVEL IN THE ASIA PACIFIC REGION

MR. ALBERT VILLADOLID General Manager Amadeus, Philippines MR. AVELINO ZAPANTA
President SeaAir International

AIR AND TRANSPORT CONNECTIVITY Moving People in the Integrated ASEAN Region

MODERATED OPEN FORUM

DAY 2 SPETEMBER 3, 2013

PLENARY SESSION 3 Strategically increasing the quality of services and human resources in the region
9:00-10:30 9:30

Recap of Day 1 Proceedings and Overview of the Day 2 Events GETTING THE BUSINESS OF THE PEOPLE TO THE PEOPLE: Tourism Where It Matters.
The inspiration for the conference theme is the oft-repeated statement that Tourism is the peoples business. How do we make these thoughts the actionable items in pursuing sustainable tourism agenda. This session will provide the right perspective on all these tourism initiatives that the fruits should be inclusive and should make lives better for people and their communities.

DR. JESUS C. ESTANISLAO

Chair, Institute of Corporate Directors

ASEAN MUTUAL RECOGNITION AGREEMENTS: Threats or Promises

The most concrete implementation activity for the ASEAN integration is in the area of tourism with its the ASEAN Common Competency Standards for Tourism Professionals (ACCSTP), the Common ASEAN Tourism Curriculum (CATC) and the Regional Qualifications Framework and Skills Recognition System (RQFSRS). How prepared are our labor force to take advantage of mobility and its promise of economic benefits? Are tourism enterprises ready to compete for the skilled and knowledgeable tourism professionals in an integrated ASEAN?

MS. IRENE M. ISAAC Deputy Director General for Sectoral TVET TESDA

Coffee Break FILIPINO BRAND OF SERVICE: MYTH OR REALITY 10:45 Pinoy, Sino Ka Ba? The Historical and Cultural Underpinnings of the Filipino Brand of Service Pinoy, Ano Ka Na Ba? Filipinos in the Context of Nationhood MR. ED LAPIZ
Founder-Director Kaloob Phil. Music and Dance Ministry

11:15

FRANCIS KONG
Founding Member/Director Inspire Leadership Consultancy

11:45

Pinoy, Ano and Tingin ng Mundo Sa Iyo? The View of Filipinos from the Outside Looking IN PLENARY SESSION 4 SPETEMBER 3, 2013 PM

MERRIL YU
Managing Director GHM Hotels Phils., Inc/

TOURISM TOWN HALL MEETING Serbisyong Pinoy: Totoo o Hindi?

Branding the Filipino Service

MR. BOY ABUNDA

RESOURCE PERSONS Mr. Felipe de Leon Mr. Francis Kong Mr. Merril Yu PANELISTS Travel and Tours/Accommodation Transport Sector/MICE group Tourism Estate Development Public Sector TOURISM RESOLUTIONS: What can we do to promote Philippines as tourist destination?