DMPC-0015

“Achieve your Travel Dreams in the Home of the Winds”

Destination Marketing Plan

(2022-2024)

September 2021

DMPC-0015
 TABLE OF CONTENTS

Executive Summary……………………………………………………………………………………… 3

Background of Destination……………………………………………………………………………. 6

Development Objectives………………………………………………………………………………… 8

Situational Analysis…………………………………………………………………………………….... 9

Product Development Strategies…………………………………………………………………….. 11

Marketing Strategies…………………………………………………………………………………….. 18

Budget Plan…………………………………………………………………………………………………. 22

Monitoring And Evaluation…………………………………………………………………………… 24

Reference…………………………………………………………………………………………………….. 26

DMPC-0015
 EXECUTIVE SUMMARY

This DMP was formulated to attract the potential tourists to take a visit and indulge
their eyes within the destination. The marketing strategy proposed in this paper mainly
focuses on the promotion of the destination and discovery of new ideas on how to pursue
sustainable tourism development post-COVID-19 while maximizing the value of digital
marketing in tourism. This will be possible with the use of technology utilizing the social
media platforms as the medium to market the province of Batanes.

Promoting the destination through a travel website which presents the unique
selling points of the place and a channel where the potential consumers may inquire about
the area; marketing the destination itself through the usage of social media platforms;
partnership with the third party intermediaries such as Tripadvisor, Traveloka, and
Expedia; providing webinars that orient travelers what journey are waiting for them in
Batanes; accepting online bookings; creation of destination videos and virtual reality
marketing that are suitable in this new normal operations; working with the influencers;
having Batanes featured in other travel documentaries shows like Biyaheni Drew;
utilization of direct marketing and connecting with the Local Destination Marketing
Organizations – which is a long-term strategy for a destination, are the marketing
strategies that we intended to imply to the province. Batanes will also have two ways of
reaching travelers, first is direct distribution, which will be possible with the existence of
Batanes Management, that will handle all the booking of the travelers via website. While,
Indirect distribution is will be handled by the affiliated trusted travel agencies, tour
operators, and tour retailer to reach the market.

For the Marketing Strategy of Batanes, it shows the Strategic Marketing and
Communication Initiatives of this Destination Marketing Plan. For the Marketing Data
Analytics, it aims to generate leads and prospect sales. To make it possible Collection,
Integration, Analysis, and Presentation of Tourism Information, as well as partnership
with third party intermediaries will be done. This targets the Eco-tourist market. In line
with this, Personalization Marketing uses marketing tactics such as Individualize
Messaging Products and Experience, Customize Video Message, Social Media Utilization,
and Visual and Voice Search. By means of these, it will convenient not only for the local

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tourist but also to those people with special needs (PWD). Also, to create brand awareness
and consideration. Interactive Marketing will be used in this as a marketing strategy. This
includes website creation, information campaign, interactive and immersive content
online creation, virtual reality application, influencer partnership, utilization of social
media stories, and data driven email campaign. This marketing strategy is mainly for the
Generation Z, Millennials or Generation Y, Couples, Honeymooners, Newlyweds, as well
as Travel Blogger/Vloggers. In addition to that, Programmatic Advertisements will be also
implemented as a strategy by using Video Campaigns and Forge Ex-Deal targeting the
International Tourist segment.

For the section of Monitoring and Evaluation Plan refers to all the indicators, tools,
and processes that will be used to measure if a program has been implemented according
to the plan (monitoring) and is having the desired result (evaluation). The table shows the
proposed M&E plan for this DMP. The Key Performance Indicator column consists of the
goals that the planners want to attain with this plan such as to generate leads and prospect
and sales. To be able to obtain these, several marketing strategies were proposed in the
second column which are Marketing Data Analytics, Personalization Marketing,
Interactive Marketing, and Programmatic Advertisement.

In accordance with the Marketing Strategies mentioned above, the Marketing

Tactics are the tools to be used to obtain the specific goals that are shown in the third
column as well as the data sources needed prior to each tactic proposed. This data sources
are intended to help the planners throughout the Monitoring and Evaluation Plan for
Batanes, as well as the Monitoring and Evaluation tools presented. To track the project
timeline, the Fiscal Year section will be helpful in terms of scheduling and monitoring the
progress of each marketing strategies and tactics. This will also assist in determining how
long the Destination Marketing Plan may take, determining the resources required, and
planning the order in which task will be completed. The DMP entitled “Achieve your
Travel Dreams in the Home of the Winds” is focusing on how to improve and gain
more tourist to go to Batanes. The purpose of this marketing plan is to share some
strategies and to implement new trends in marketing the destination. The target with this
plan is to make the place more welcoming not just for some travelers who appreciates

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structural view and culture, but for all ages to appreciate and to enjoy the new
improvements that we are about to imply to the place. One of the goals are to pursue
sustainable tourism development while maximizing the value of digital marketing that
are much advisable in this time of pandemic.

To make this happen Batanes presents budgetary plan totaled of ₱7,410,000.00

that will utilize and obtain future projects and developments to promote Batanes to
market travelers in the next 3 years. This includes budgets needed for Brand
Awareness and Consideration amounting to ₱ 925,000. The plan also shows the
budget needed for Market and Product Development that cost₱ 2,300,000.

To support the Destination Marketing Planning, it needs budget amounting to

₱1,900,000. To also strengthen the Strategic Marketing and Communication it
costs PHP1,035,000 . Lastly, to make the Consumer Marketing and Events
Operation possible, it needs a budget amounting to ₱ PHP1,250,000, that includes
Niche Brochures of Batanes, E-marketing, Travel Expo, MICE Program. This budget
distributed to different projects and developments of Batanes are expected to improve
and develop Batanes as a tourism destination and its competency to achieve the objectives
of this Destination marketing plan for Batanes. Finally, to assess the performance of the
projects set and mentioned in this plan, the monitoring and evaluation table are made to
track and measure the effectiveness of the programs and to improve the current and
future projects and plans for Batanes.

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 BACKGROUND OF DESTINATION

The Batanes group of islands is the northernmost province of the Philippines. It is

located between 121° 45′ to 122° 15′ east longitudes, and at 20°15′ north latitudes. Batanes
is closer to Taiwan than to the northern tip of Luzon. Of the 10 volcanic islands composing
the province, only three are inhabited. They are Batan (where the provincial capital of
Vasay (Basco) is located, Sabtang, and Itbayat. A fourth, Ivuhos, lying about a kilometer
and a half cast of Sabtang, has a handful of families tending cattle. The other uninhabited
islands are Yami, North, Mavudis, Siayan, Di-nem and Dequey. The northernmost
province of the Philippines has a total land area of 230 km., which considered the
country’s smallest. (Fernando, 2021)

Batanes, known as the “Home of the Winds,” because of its calm and windy
weather, has preserved its postcard-perfect scenery, friendly culture, and the simple way
of living due to its distance from the mainland Luzon and the rest of the country. Its
refreshingly chill vibe is unique from the other famous island destinations in the country,
such as Boracay and Palawan. Batanes has a wealth of unspoiled beauty, just waiting to
be experienced and imprinted in your memory. (Lim, n.d.)

Shaped by nature millions of years ago, Batanes is most known for its rugged and
scenic views. Everywhere you look, you will be amazed. Green, rolling pastures, orange
sunsets, crisp, clean air are just a slice of what you will experience. Batanes is hit with
typhoons about 9 times per year between August through November. This meant that
Ivatans had to learn to build houses that lasted through strong winds and rain. You will
witness decades old houses built with very thick limestone gathered from the beaches and
cogon roofs grown from the land that are still standing and in use today. Ivatans built
houses for each other throughout the years which strengthened their care for each other,
their honesty, and work ethic. Before the coming of the Spaniards, the Ivatan lived in very
small and low cogon houses well situated to maximize the protection against strong winds
that is also still standing today. Ivatans have relied on Mother Nature to provide fresh
seafood, farm raised livestock and organic vegetables for many years.

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 Batanes is classified as having Type A climate, a pleasant semi-temperate climate.
The Ivatan (people of Batanes) recognize two seasons: rayun (summer), which lasts from
March to May, amian (winter) from November to February. Kachachimuyen are the rainy
months for the rest of the year, except for a brief spell of warm weather (dekey a rayun)
in the two weeks between September and October.

The province has six towns: Ivana, Uyugan, Mahatao, Basco (all in Batan island),
and the island-municipalities of Sablang and Itbayat. (Datar, n.d.)

No other cultures in the Philippines have mastered the rages of the seasonal
typhoons as the Ivatan. Their culture is a product of long history of struggle and
adaptation to typhoons, the rough seas, and meager resources. It exemplifies the
harmonious relationship of people with their environment.

During the American colonial period, public schools suddenly boomed, and more
Ivatans became more aware of their place in the Philippines. Today, Batanes stands as a
unique and outstanding testimony to the evolution of the Austronesian race over
thousands of years and the enriching influences of Spanish and other cultural spheres.

Batanes has been nominated for inscription into the UNESCO World Heritage
Sites List as a Cultural Landscape. A cultural landscape bears witness to the combined
works of man and nature which produced outstanding values for mankind. (Batanes, The
Growth Sphere, n.d.)

There are many interesting places to visit in Batanes. Ruins of Songsong, Vayang
Rolling Hills, Naidi Hills, Valugan Boulder, Basco Lighthouse, FundacionPacita, Tukon
Church, the Mahatao Church which is the first church of Mahatao was a small chapel of
light materials built in 1787; Marlboro Country, Alapad Rock Formation, Honesty Coffee
Shop - the world-famous self-service coffee shop in Ivana, House of Dakay (1887) a
UNESCO heritage building, Port of Ivana, Dipnaysupuan Japanese, and Imnajbu Church
are some of the must see attractions when visiting Batanes. Like any other festival in the
Philippines, Batanes holds a weeklong festival to celebrate its foundation day, but the
most awaited event is every June 26 where street dance performances and other sports
competitions are held. But not only that, because on this day, the local government gives

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free food to everyone may it be locals or tourists! Usually, there are around four to five
trucks in Basco Batanes loaded with Vunungs and people would line up for it after the
main event and they would all eat together at the plaza for the “community lunch”.
(ZenRooms Blog, n.d.)

Batanes, truly, is not just a feast for the eyes for its picturesque views but also a
destination where visitors can learn culture, traditions, and good values. Ivatans are so
lucky to call this place home.

DEVELOPMENT OBJECTIVES

This section of DMP provides the key development objectives for Batanes Destination
Marketing Plan.

1. To develop a marketing and branding strategy that communicates with potential

visitors and emphasizes the uniqueness of travel experience in Batanes.

2. To create brand awareness of Batanes as a tourist destination.

3. To improve number of prospects for Batanes which will translate to tourist arrivals
and tourist expenditures.

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 SITUATIONAL ANALYSIS

This section of the DMP presents the situational analysis as a tourist destination. The SWOT
Analysis is used to present the external and internal environment of Batanes as a tourist
destination.

Fig.1: SWOT Matrix

All the tourist destinations have their strong points and weak points. In so far as
Batanes as the Northern most islands in the Philippines are concerned it is as comparable
to a virgin forest as evident by its authenticity and unspoiled resources. Not to mention
its multifarious Natural and cultural Heritage, along with the sense of safety and security

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as it is known for being one of the most peaceful provinces in the Philippines, it is likewise
considered almost zero case of Covid. The serenity or tranquility of the island is its
utmost attribute that tourists can truly enjoy their vacation vibes.

Maybe the reason for its being pristine is because of its viability, high air transport
expense that hampers easy access to the place. Furthermore, the promotion is not
heightened or maximized to the level that it will entice more visitors to the place, it is to
this circumstance that tourism-related facilities are equally left behind.

Moreover, the above-mentioned strengths and weaknesses are opportunities that

tourism sector players can take advantage. Tantamount is the support from NGU and
LGU for the sustainable development to cater the tourism demands. Once noticed being
developed, business sectors will sprout like mushrooms for product diversifications.

Nevertheless, if tourism has positive impacts it likewise has negative impacts that
serve as threats to any destination more so to a destination where virginity is aimed to
preserve. Congesting the place will surely wind up to corrupting the island.

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 Product Development Strategies

This section seeks to discuss and describe the concept of tourism products in
Batanes, it is a conceptual table which reviews the objectives of the development of the
destination, and core components of Marketing Strategy.

The following table shows the steps of creating Batanes tourism product. The
following general steps are taken to facilitate the said tourism product development.
Market research, tourism markets destination assessment, tourism stakeholders, tourism
product building, marketing and promotion, and human and technical resource.

This DMP presents Batanes tourism products which includes Cultural Heritage,
MICE Batanes, R&R and Agritourism. The tourism product creation process of Batanes
starts with primary inputs such as the 5 M’s of marketing (manpower, materials,
machinery, minutes and money). The primary inputs are then processed further through
the intermediate inputs which includes tourism facilities such as Accommodation,
Restaurants, Transportation, MICE Facilities The intermediate outputs include services
associated with tourism industry services (Tour Guide Service, Festivals/Events,
Recreation and Entertainment). The final outputs include Batanes tourism products and
Batanes tourist experience.

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 Fig. 2: Product Development Strategies

The product development strategy framework presents the actions and results
relevant to the objectives which are to establish market and product development
initiatives, to determine Batanes’ destination marketing planning initiatives, and to
define strategic marketing and communication initiatives.

Market development consists of two segments which are Leisure – Consumer

Travel Segment and Tours Groups Segment - Domestic and International. Leisure –
Consumer Travel Segment is associated with various aspects of traveling for pleasure or
leisure. Few common leisure activities that tourist can experience Batanes are visiting

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Historical locations, cultural / ethnic heritage sites and sightseeing activities. Batanes is
enjoyable for both domestic and international tourist as it offers an experience of distinct
culture and warm hospitality. The consumer travel segment presented above will include
the following type of tourist: Eco-tourist, Persons with special needs, Local tourist,
Generation Z, Millennials or Generation Y, couples, Honeymoons, and Newlyweds, Travel
Bloggers/Vloggers and International tourist

Product development consists of cultural heritage, MICE, R & R, and Agritourism.

Most tourist travel to Batanes for its picturesque landscape and serene
atmosphere. However, Batanes, like any other places in the Philippine also has its festivals
that celebrates their unique culture and beliefs. One of the Festivals in Batanes is the
Kulay festival, a five-day celebration on the 2nd week of April held by Ivatans in Basco.
Other festivals are Vakul-Kanayi Festival and Palo-Palo Festival.

MICE is advantageous to stimulate local economy of a tourism destination.

Batanes is a well-known venue for pre-nuptial photos and wedding ceremonies. Thus,
promoting Batanes to Events coordinators and photographers will not only help gain
partnership and increase in visitors but also great publicity. Photos from wedding and
other social events will greatly increase the exposure of the destination as it usually takes
place on the picturesque and best tourist spots in Batanes, such as the Marlboro country
or rolling hills, picturesque cliffside of Basco lighthouse, FundacionPacita, etc.

Batanes is rich in natural resources, being Agriculture and fishery-based

livelihoods as the main source of income of the residents. Most of the farmers in Batanes
practice traditional and organic agricultural practices, although it is given that there is a
need to enhance the farming system to increase productivity and income. The locals can
take advantage of these resources to promote Agritourism. Farms can include attractions
such as cultured landscapes, gardens, or mazes in their destination. Other activities Agri-
farms can implement to boosts their destinations are farm dining, U-pick markets, farm
classes and Agri-arts. The Local Government can also implement seminar or classes that
will orient local farmers to start developing their farms into a sustainabletourism
destination that will boost their income. After developing agritourism sites, locals can

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promote their destinations using online blogs to stimulate travel and interest of potential
visitors.

Destination Marketing Plan consists of Collaboration and Recovery Plan.

Collaboration with the Department of Tourism, the Batanes Local Government,

and Marketing Intermediaries stands out as a strategic tool for product development in
Batanes, where fragmented tourist offerings, combined with the need for overall tourist
products that satisfy customers, and favors cooperation would greatly help in marketing
the destination. Industry linkage is another effective tool in product development of
Batanes as it helps to boost the consumption of tourism products and services that can be
acquired locally, as well as support effective marketing and distribution channels for
tourism-related products and services. Industry collaboration also facilitates
communication networks that contribute towards the development of relationships and
trade between local providers of goods and services and tourism organizations, which can
establish agreements for the benefit of involved parties. One of these agreements is X
Deals, which refers to a transaction that does not involve money between two parties who
want to work together in exchange for goods or services from the company.

Batanes Recovery and Emergency Plan would help to increase tourist’s confidence
to travel to Batanes. It aims for Batanes to operate in new normal operations because of
Pandemic by implementing extra measures according to health protocols released by
Department of Health and Departments of Tourism. Batanes tourist capacity will be
adjusted to its 70% to ensure the implementation of social distancing regulations and
avoid crowding at the place. The tourist will be also required to use and wear face masks
when travelling to Batanes and answer forms for contact tracing. To add protection and
security to travelers, Batanes local government is going to do a regular disinfection
activity on the places where a lot of tourists are visiting. Most importantly Batanes
travelers and visitors are also required to do mandatory swab test prior and as one of the
requirements to visitation of the place to ensure the safeness and being covid-19
andpandemic free of the place as well as safety of travelers of Batanes. There will also be
medical kits or fall prevention equipment available in the event of an emergency. There

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will also be professionals patrolling the area around Batanes to monitor tourists including
a phone line to easily contact tourists or the local tourism office if necessary.

Under the Strategic Digital Destination Marketing are the Interactive or Immersive
Content Online, Programmatic Advertisements, Personalization, Social Media Stories,
Marketing Data Analytics, and Video Advertising Campaign.

Due to technological advances and rise in the use of gadgets, most marketing
methods currently used in the market are conducted online. Unlike traditional marketing,
online marketing can be optimized to provide an interactive advertising method which
can continuously gain interest of potential visitor on the destination. Few of interactive
contents can be virtual reality, fun quizzes, mini games, etc. It is important that the
interactive content should emphasize interesting and distinct information about the
destination. For example, a fun trivia quiz about the culture of the Ivatans or a folk lore
distinct from the province.

Another way to effectively market the destination is creating contents such as

ASMR videos or vlogs. According to current data, over 44% of Internet users view vlogs
at in a month. An average internet user spends 100 minutes each day online watching
videos, equating to 5 billion YouTube videos per day. While there are around 5.2 million
ASMR videos on YouTube right now. The destination can take advantage of this trend and
create a content which showcase its picturesque spots and nature sounds. It can also
incorporate contents such as the life of locals or how locals do organic farming. This would
not only help gain more visitors but can also exhibit the distinct culture of Ivatan’s and
how unique the Batanes is.

Programmatic advertising will be another way to market the destination through

online platforms, with SEO, CRO, Travel Mobile Applications, Online Sales of Tours and
Experiences (display ads, video ads, social ads, and digital out-of-home) being used as
programmatic advertising channels. Using this approach will provide advertisers with
real-time information about the performance of their ad campaigns, and it may use
campaign data to gather more information about the target audience and campaign.
According to Despande (2019), programmatic advertising gives marketers with real-time

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campaign performance, allowing them to invest their budget in routes that will provide
the highest results. This cost-effective investment enables them to spend their campaign
money wisely and get a higher return on investment, allowing them to better utilize the
budget in marketing Batanes.

Personalization, or the capacity to tailor communications to specific clients, is

widely considered to be one of the top marketing trends of 2017, according to Smith
(2021). It is an approach used by marketing departments to promote relevancy and
engagement, which leads to increased trust and sales. It's an excellent client feedback
loop, providing information on their location, demographics, and motivation to do
business with the company. Marketers use this data because it allows them to improve
their offers and communicate properly with their consumers. The consumer will benefit
from a purchasing journey that is more personalized to his or her preferences, and the
destination will gain a greater return on its marketing investment. It can tailor videos,
internet pages, email and mobile application content, discount offers, and product and
service recommendations for marketing Batanes using this approach.

Social media has evolved into the most prominent and essential virtual arena,
where it does not only serve as a medium for social networking but also as a powerful tool
for digitally promoting businesses and products. Having an online presence as a tourism
destination on social media platforms such as Facebook or Instagram is a good way to
communicate with the market and connect with existing and potential visitors on a
personal level. Effectively communicating stories and information to the target market
adds more meaning to the established brand of the destination. Furthermore, social
media stories do not only expand the range of audience but also enable businesses
integrate creative and focused advertisement for the target market.

Marketing data analytics uses data collected to produce into valuable insights that
can be used by various industries and businesses to deliver more targeted communication
and optimize their return on investment (ROI). It allows businesses to produce
personalized interaction with existing and potential customers. This way of marketing
does not only make customers feel valued but also increase the possibility of customer
retention. To effectively promote the destination, data from previous customer

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interactions or geographical profiling can be used to effectively deliver targeted
messaging to existing and possible visitors. Another use of marketing data analytics is the
ability to look into the past, current and future information of the market, that will help
them strategize and optimize their performance in the market.

Uploading videos and montages through video advertising campaign of the

destination will entice visitors to go and explore the wonders of Batanes. According to
Darboe, 82 percent of people prefer to watch live videos over social media posts. Aside
from the ability to save money because it costs less to market the destination, it can also
show what the destination looks like today. Aside from marketing the destination, this
live video marketing could also promote the handicrafts created by the Ivatan's innate
creativity and craftsmanship, which transform Batanes' indigenous materials and flora
into eco-friendly gift items, decorations, housewares, bags, and fashion accessories and
other products or delicacies that Batanes could offer to their tourists.

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 Marketing Strategies

In tourism industry, it is important to plan your strategies on how to market your

destination and achieving your goals. It can help deliver the promotional message of the
destination to the potential travelers and it can also help build trust and communication
between the destination and the clients. Here are some of the effective strategies to
market Batanes and attract new customers:
Strategic Marketing and Communication Initiatives

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 Table shows the Strategic Marketing and Communication Initiatives of this
Destination Marketing Plan. For the Marketing Data Analytics, it aims to generate leads
and prospect sales. To make it possible Collection, Integration, Analysis, and Presentation
of Tourism Information, as well as partnership with third party intermediaries will be
done. In line with this, Personalization Marketing uses marketing tactics such as
Individualize Messaging Products and Experience, Customize Video Message, Social
Media Utilization, and Visual and Voice Search.

The second objective stated above is to create brand awareness and consideration.
Interactive Marketing will be used in this as a marketing strategy. This includes website
creation, information campaign, interactive and immersive content online creation,
virtual reality application, influencer partnership, utilization of social media stories, and
data driven email campaign.

The presented strategic marketing and communication initiatives will target the
two consumer travel segments such as Leisure – Consumer Travel Segment and Tours
Groups Segment - Domestic and International. Leisure – Consumer Travel Segment is
associated with various aspects of traveling for pleasure or leisure. Few common leisure
activities that tourist can experience Batanes are visiting Historical locations, cultural /
ethnic heritage sites and sightseeing activities. Batanes is enjoyable for both domestic and
international tourist as it offers an experience of distinct culture and warm hospitality.
The consumer travel segment presented above will include the following type of tourist:
Eco-tourist, Persons with special needs, Local tourist, Generation Z, Millennials or
Generation Y, couples, Honeymoons, and Newlyweds, Travel Bloggers/Vloggers and
International tourist.

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Distribution Strategies

Batanes target market are travelers from local, domestic, and international
tourists, making it global. For these reasons, Batanes will have two ways of reaching
travelers and these will be through direct distribution and indirect distribution.

Fig. 2: Product Development Strategies

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 ▪ Direct Distribution

This kind of distribution allows tourists to get in touch or book their travel to
Batanes by availing Batanes stays from the people in charge of the place or Batanes. This
kind of distribution will be possible with the existence of Batanes Managements, teams
that will oversee this kind of selling to reach the market provided by the local government
of Batanes as mentioned, Batanes will have a direct booking website for their travelers to
cater to locals, domestic, especially international tourists. This also aims to reach and gain
the trust of travelers, especially travelers who are afraid of booking and availing tour
packages on other booking websites and want to ensure the authenticity of the tour
packages. This is possible using travel booking sites of Batanes wherein different tour
packages and inclusion will be offered to the travelers. This website and booking sites will
also feature and display pictures and promotional videos of Batanes to promote the
destination and give visitors ideas about what to expect in Batanes. In-Person Sales Calls
and Print Advertisements This kind of distribution allows tourists to get in touch or book
their travel to Batanes by availing Batanes stays from the people in charge of the place or
Batanes. This kind of distribution will be possible with the existence of Batanes
Managements, teams that will oversee this kind of selling to reach the market provided
by the local government of Batanes as mentioned, Batanes will have a direct booking
website for their travelers to cater to locals, domestic, especially international tourists.
This also aims to reach and gain the trust of travelers, especially travelers who are afraid
of booking and availing tour packages on other booking websites and want to ensure the
authenticity of the tour packages. This is possible using travel booking sites of Batanes
wherein different tour packages and inclusion will be offered to the travelers. This website
and booking sites will also feature and display pictures and promotional videos of Batanes
to promote the destination and give visitors ideas about what to expect in Batanes. Along
with this is the In Person Sales Calls, wherein the Batanes Management will call the
interested tourist or visitors who agreed to be updated about the available tour packages
in Batanes. In addition, Print Advertisement will be also executed by printing magazines
and brochures of Batanes. These hard copies are will be distributed to the tourist who are
interested to visit Batanes, as well as to the physical stores that are offering Batanes Tour
Packages.

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 Budget Plan

TYPE YEAR 1 YEAR 2 YEAR 3 TOTAL

(2022) (2023) (2024)
PHP 300,000 PHP 300,000 PHP 325,000 PHP 925,000
Brand Awareness and
Consideration

- Website Creation

- Information Campaign

- Interactive and Immersive

Content Online Creation

- Virtual Reality

- Application

- Influencer Partnership

- Social Media Stories

- Data Driven Email
Campaign

Market and Product PHP 700,000 PHP 750,000 PHP 850,000 PHP 2,300,000
Development

• MICE Batanes

• R&R
• .
• Agritourism

Destination Marketing PHP 550,000 PHP 600,000 PHP 750 ,000 PHP
Planning 1,900,000

Linkages and Collaboration

- Department of Tourism
- Batanes Local Government
- Marketing Intermediaries

Recovery Plan – Safe Batanes

Preparedness, Recovery
and Resilience Plan
Disinfectant Service, Travel
Documents/ Health Declaration

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Form, Medical Kit, Natural
Resources and Environment

Strategic Marketing and

Communication PHP 300,000 PHP 325,000 PHP 410,000 PHP 1,035,000

- Create interactive or
immersive content online
- Programmatic
Advertisements*
- Personalization
- Social Media Stories
- Marketing Data Analytics

Consumer Marketing and Events

Operation PHP 400,000 PHP 400,000 PHP 450,000 PHP 1,250,000
Niche Brochures of Batanes,
E-marketing, Travel Expo,
MICE Program

Monetary support needed The management will

Local Government Unit be sending a request
letter to the respective
LGUs for the necessary
monetary support. The
amount that the
destination
management plan will
be receiving will be
subject to the LGUs
upon their approval.

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Monitoring and Evaluation

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 Monitoring and Evaluation Plan refers to all the indicators, tools, and processes
that will be used to measure if a program has been implemented according to the plan
(monitoring) and is having the desired result (evaluation). The table shows the proposed
M&E plan for this DMP. The Key Performance Indicator column consists of the goals that
the planners want to attain with this plan such as to generate leads and prospect and sales.
To be able to obtain these, several marketing strategies were proposed in the second
column which are Marketing Data Analytics, Personalization Marketing, Interactive
Marketing, and Programmatic Advertisement.

In accordance with the Marketing Strategies mentioned above, the Marketing

Tactics are the tools to be used to obtain the specific goals that are shown in the third
column as well as the data sources needed prior to each tactic proposed. This data sources
are intended to help the planners throughout the Monitoring and Evaluation Plan for
Batanes, as well as the Monitoring and Evaluation tools presented. To track the project
timeline, the Fiscal Year section will be helpful in terms of scheduling and monitoring the
progress of each marketing strategies and tactics. This will also assist in determining how
long the Destination Marketing Plan may take, determining the resources required, and
planning the order in which task will be completed.

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REFENCES

Balibay, A. Q. (2019). Batanes on October cover of Travel and Leisure Southeast Asia.
Goodnews Pilipinas.

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