TOURISM PLANNING AND DEVELOPMENT PROPOSAL

IN TOURISM AND HOSPITALITY MARKETING MANAGEMENT

I. Executive Summary
 II. Introduction

A. Importance of Tourism

In many years, Philippine tourism has attracted many tourist; local and international for
numerous reasons including the weather, Filipino exotic foods, world-renowned natural wonders,
popular for its Beaches and Islands, vibrant festivals that showcase its colourful culture, budget friendly
destination, incredible diving and snorkelling spots, encounter wild and rare animals, unique
transportation like Jeepney’s, exciting outdoor adventures, friendly and hospitable Filipino people.
Philippines had always been a remarkable and competitive when it comes to tourist destination because
of its comparative advantages such rich and wonderful culture, scenery and people.

Tourism is a social, cultural and economic phenomenon which entails the movement of people
to countries or places outside their usual environment for personal or business/professional purposes.
Tourism is crucial for the success of many economies around the world. There are several benefits of
tourism on host destinations. Tourism boosts the revenue of the economy, creates thousands of jobs,
develops the infrastructures of a country, and plants a sense of cultural exchange between foreigners
and citizens.

In tourism industry, there are many job opportunities for every individual from different sectors.
Many tourists travel to experience the hosting destination’s culture, different traditions, and
gastronomy. This becomes profitable to our local restaurants, hotels, motels, tourist spots, shopping
centres, stores, and many more. Our tourism industry has a big percentage of contribution in the
economy growth that more infrastructures are being built in the country. They want more and more
tourists to visit their country which means that safe and advanced facilities are necessary. New roads
and highways, airports, public spaces and other facilities for public used are being developed to have
safe and innovative infrastructures for easy flow of goods and services.

Tourism provides cultural exchange between tourists and local citizens. Social gathering such as
exhibitions, conferences and events usually help attracts foreign and local tourists. Furthermore, foreign
tourists bring diversity and cultural enrichment to the hosting country. Tourism is one of a great
opportunity to learn about new culture and allows young entrepreneurs to create new products and
services that would not be sustainable on the local population of residents alone. Moreover, residents
experience the benefits that come with tourism occurring in their own country.

Tourism enhanced quality of life. There are individuals who enjoy holidays and think of it as
greatly benefits a person’s quality of life. While different people have very different ideas of what makes
a good holiday. Tourism provides educational value because tourists and travellers can learn many
things while enjoying their tourist’s experience from tasting authentic local delicacies and discovering
new surroundings and tourist destination. There experience can give them rest and relaxation that help
themselves to be happier and healthier.

Tourism also helps to preserve heritage sites, natural wonders, and precious cultures, by
creating space for people to showcase their cultural traditions and protect sacred areas. Your travels can
have a direct positive impact when you stay in locally-owned accommodation, shop in artisan markets,
take part in traditional festivals, and tour with local guides. The tourism industry also helps to protect
the environment and its wildlife, with many tourism businesses offering eco-friendly services and
encouraging tourists to respect the lands and communities they visit. Tourism must have the
governments to protect and be responsible for the activities that our tourists and travellers happen
during their experience.

B. Tourism Development in the destination

Tourism development is the planning and implementation of strategies, infrastructure or other

projects deemed appropriate by the Council with the objective to develop the tourism sector to increase
the attractiveness of a destination and thereby attract more tourists. Sustainable tourism is based on a
long-term perspective. It adheres to ethical principles and is geared towards social justice, respect for
cultural differences, environmental responsibility, and economic benefits. A sustainable tourism is one
that has more positive effects than negative ones, especially on communities, the economy, and the
environment. A truly sustainable and responsible tourism should make places better for people to live in
and visit.

Tourism is an important part of our global culture because it lets us see new places, meet people
from all walks of life, and participate in new customs and activities. It is generally regarded as a positive
force because it offers numerous advantages to communities and travellers alike. But the business is
changing. We are becoming increasingly aware of the threat posed by climate change and our role in its
acceleration over time. Our global community is considering ways to reduce our environmental impact
across all industries.

San Pedro, Biñan, Santa rosa and Calamba in Laguna are also famous for their fun activities,
restaurant, educational tour and heritage. Tourism sectors are now giving attention to promote a well
organized tourist destination. They are developing new infrastructure and road projects to have an easy
access for those tourists who are travelling land transportation. One is Biñan Laguna, local governments
have projects of building recreational park for more tourist attractions and protecting historical places to
nurture the nature. Laguna is known to be the hometown of our National Hero Jose Rizal. The place is
not only known for its historical place but as well as local products.

Regarded as one of Philippines' greatest heroes; José Rizal made a big mark on Philippine
history. In the City of Calamba, in the Laguna province, a reconstruction of his old childhood home has
become a big touristic attraction. The old well, next to the dining room, has survived the World Wars,
and has now become a 'wishing well' for the José Rizal Shrine's visitor. Road construction is being
develop for the easy access of land transportation for tourist and travellers.

Regions with natural resources, landscapes, or cultural buildings that draw tourists who might
want to explore and admire local destinations and cultures in an environmentally friendly way are the
best places to develop sustainable tourism. Tourism development in the destination is important to
promote and achieve long-term success and quality of employment, as well as fast and easy access to
the destination. Continues development and changes will help our destination to attract more and more
tourists and travellers both local and international.

III. Overview of the Destination

A. Development Objectives

Tourism is the world’s largest industry and one of the objectives of tourism development is
economic gain. This is not simply a question of profiting private tourism service providers. The travel and
tourism industry can accomplish three important economic goals. First, it revitalizes economies. Second,
it gives people jobs and opportunities for their careers. Third, it encourages growth. There three
accomplishment will help tourism industry in creating employment, increase in foreign currency, the
increase number of visitors and visitor spending time within the local destination. Along with this, we
must as well protect the environment to maintain and sustain our nature. The protection of the
environment is essential in areas that are subject to damage by the tourist. We need to be aware of and
understand how tourism development cane effect the lives of people who lives in the tourist
destination. Tourism brings people of different countries together and we all need to increase our
awareness and understanding of different cultures. Tourism can generate income and provide funds to
keep traditional cultures alive and to improve the quality of life for the host population. So that, we can
promote understanding of different cultures, to improve quality of life for the local population, to
provide community facilities, as well as tourist facilities and to develop a sense of pride in traditional
culture and identity. Governments can have an influence on the patterns of travel not only directly,
through their policies but also indirectly, through their wider activities and the political climate that they
promote. Government should have policies that will protect the environment for the long run and
implement whenever it is needed.

B. Brief History

San Pedro is a third-class city of the Philippines and it is named after its patron saint, Peter
the Apostle. San Pedro has been dubbed as “dormitory town” of Metro Manila and migrants from
other provinces commuting everyday through its highly efficient road and transport system. The city
is first founded as the town of San Pedro de Tunasan by the Spaniards in 1725 from friar lands.
Agriculture, duck raising, fishing, and sampaguita production served as the town's source of income,
until they all declined in favour of urban development. The city gained its current name in 1902.

Biñan “trading and commerce center of the south”. Captain Juan de Salcedo discovered and
founded Biñan at the end of June 1571, a month after Miguel Lopez de Legaspi established Manila
when he explored the largest freshwater lake in the Philippines and second in Asia (Laguna de Bay).

Historically, Biñan is nationally recognized in the books related to the biography of José
Rizal, the country’s national hero. It was in June 1869 when José Rizal as a young boy went to Biñan
with his brother Paciano. They proceeded to his aunt’s house near the town proper where they
were to be lodged. Here, his first formal education was entrusted to Maestro Justiniano Aquino Cruz
who after a year and a half of tutelage advised young Rizal to continue higher education in Manila.
In honor of José Rizal, a plaque of recognition was bestowed on the house where he stayed at. A
monument now stands at the center of Biñan’s town plaza in recognition of Biñan’s affiliation to
Rizal.

The city is also known for a type of pancake made from rice flour, topped with cheese or
butter (Puto Biñan). The best-known makers of Puto in Biñan City are in the barangay of San Vicente,
that’s why the city is renowned for as “The Home of the Famous Puto Biñan in Laguna”. This city is
also known for the shoes and slippers manufactured in Barangay Dela Paz and Malaban. While in
Barangay Platero you will find the manufacturer of hats or the so called “Sumbrero”.

The city is notable for its popular summer destination, Splash Island, the Philippines’
premiere water recreation themepark. It is located at Barangay San Francisco, accessible via South
Luzon Expressway (SLEX) through Southwoods Exit. Tibagan Falls, located in Barangay Malamig, is
known as one of the locations for a film shooting featuring the Hollywood Action star Chuck Norris.
Pavilion Mall, managed by Ayala Malls, is located in between Barangay San Antonio and Barangay
Santo Niño. Biñan Central Mall, located at the busy intersection in the city’s uptown, is the newest
mall in the city which had its soft opening on September 9, 2011. José Rizal Monument Plaza, in
downtown Biñan, is the major landmark of the city, which is beside the San Isidro Labrador Parish
Church which is also beside the old municipal hall, and the public market.

Santa Rosa Santa Rosa’s historical past can be traced back to 1571. The Spanish
Conquistador Juan de Salcedo, while exploring the Laguna Lake Region, discovered Biñan which was
hence annexed as a barrio to the town of Tabuco (now the town of Cabuyao). Later in 1688, Biñan
together with Barrio Bukol separated from Cabuyao. Barrio Bukol, in turn, was politically
emancipated in January 18, 1792 as the municipality of Santa Rosa. The town was named after Saint
Rose of Lima of Peru under whose protection and patronage it was consecrated to. This was
validated by numerous material and spiritual blessings bestowed on the Town’s people for the last
207 years.

During the revolutionary period, Sta. Rosa was instrumental in the proclamation of
Philippine Independence from Spain when it signed the Act of Independence on June 12, 1898.
Later, the town’s local revolutionaries fought alongside the forces of General PiodelPilar during the
short lived Filipino-American War. After being briefly occupied by the Japanese during World War II,
Santa Rosa was liberated by members of the Filipino guerilla resistance movement on February 5,
1945. During the post war era until the 1970’s, the people of the municipality were still largely
dependent on basic agriculture and family-owned enterprises for livelihood. The influence of
industrialization slowly took shape in the 1980’s with the entry of local and foreign investors who
were instrumental in the rapid economic and social transformation of the town.

Cuartel de Santo Domingo, also known as Fort Sto. Domingo and Intramuros of Sta. Rosa is
an old two-storey Spanish barracks building in Santa Rosa, Laguna in the Philippines. It is currently
used as the headquarters of the Special Action Force of the Philippine National Police.
 The Santa Rosa Arch, also known as the Bantayang Bato is a monument in the city of Santa
Rosa in Laguna, Philippines. The original structure was built between 1859 and 1860 and was
patterned after the Arc de Triomphe in Paris. It was commissioned to be built by Arcadio Arambulo.
It was built as a replacement to an old guard tower which was used by the Spanish colonial
authorities to guard the city from bandits. The current structure was erected in 1925 during the
tenure of Municipal President Jose Zavalla. Local sculptor David Diaz was commissioned to renovate
the arch in 1931. Since the 1931 renovation, the arch exhibits Art Deco characteristics.

Calamba in the early days, Calamba was just a part of Tabuco, now known as Cabuyao. On
August 28, 1742, Calamba became a pueblo, separating it from Cabuyao. Progress set in and since
then development started to flood in continuously. Calamba became a component city on April 21,
2001 by virtue of Republic Act 9024. According to a legend, the word “Calamba” was taken from the
phrase “kalan-banga”. Kalan-banga was an earthen jar being carried by a young woman whom a
Guardia Civil stopped to ask for the name of the place. Mistakenly thinking that she was being
asked what she was carrying, she answered “kalan-banga”. Later, Kalambanga was shortened to
Calamba.

C. Geography and Location

San Pedro, Laguna

 San Pedro is located in Region IV-A or Calabarzon. San Pedro is the boundary between
Laguna and Metro Manila, so San Pedro is known as "Laguna's Gateway to Metro
Manila". San Pedro shares boundaries with Metro Manila's southernmost
city, Muntinlupa (North) bounded with Tunasan
River, Biñan (South), Dasmariñas (West), Carmona and Gen. Mariano
Alvarez (Southwest) bound with San Isidro River. Its position makes San Pedro a popular
suburban residential community, where many residents commute daily to Metro Manila
for work.[11]
 San Pedro is 58 kilometres (36 mi) from Santa Cruz and 29 kilometres (18 mi)
from Manila.
 San Pedro is politically subdivided into 27 barangays. Barangay San Antonio is the
largest barangay, which has a total of 780 hectares, while Barangay San Vicente is the
most populous with a total population of 92,092.
Binan, Laguna
 Biñan is located 35 kilometres (22 mi) south of Manila and 52 kilometres (32 mi)
from Santa Cruz. It is bounded on the north by San Pedro, on the west by General
Mariano Alvarez, Carmona, and Silang, on the south by Santa Rosa, while on the east
lies the Laguna de Bay, the largest lake in the country.
 The city covers a total land area of 43.50 km2 (16.80 sq mi) that represents 2.5 percent
of the entire Laguna province. In 2008, Biñan had a total population of 269,608. It is the
fourth most populated in the province (9.8% of the provincial population), next only to
Calamba City (12.66%), San Pedro City (11.42%), and Santa Rosa City (9.92%).
  Biñan comprises 24 barangays, all classified as urban. Barangay San Francisco occupies
the largest area which is about 16.83 percent of Biñan while Barangay Casile has the
smallest area with only 12 hectares (30 acres) or 0.27 percent.
Santa Rosa, Laguna
 Santa Rosa's land area is approximately 54.13 square kilometers (20.90 sq mi). It is
located west of Laguna de Bay.
 The western half of the city occupies the numerous commercial, industrial, and business
establishments, while the other is primarily composed of residential areas and
subdivisions, schools, industrial zones, and various business establishments.
 Santa Rosa is 47 kilometres (29 mi) from Santa Cruz and 40 kilometres (25 mi)
from Manila.
- Santa Rosa is politically subdivided into 18 barangays
Calamba, Laguna
- Calamba lies on the northern slopes of Mount Makiling, a dormant volcano. The
southern terminus of the South Luzon Expressway is in Calamba and this geographic
position makes the city a gateway to the southern provinces of Luzon. The highway at
the end of the South Luzon Expressway leads east to the other towns of Laguna and
south towards the provinces of Batangas and Quezon.
- The city is bordered by Cabuyao to the north and to the west, Los Baños to the east, by
the province of Batangas and Cavite to the south, specifically the cities
of Tanauan, Santo Tomas and municipality of Talisay in Batangas. and the city
of Tagaytay in Cavite. Laguna de Bay, the country's largest lake, forms the city's
northeast border. The provincial capital, Santa Cruz, is located 37 kilometers (23 mi) by
road to the east.
- Calamba covers a total land area of 14,950 hectares (36,900 acres), making it is the
second-largest city in Laguna province in terms of land area after San Pablo.
D. Accessibility
San Pedro, Laguna
 San Pedro is traversed by the South Luzon Expressway, which roughly cuts through the
middle of town, and the older National Highway (Route 1), an at-grade route mostly
used by public transportation.
 San Pedro is at the terminus of numerous city bus routes, and the central bus terminal is
at Pacita Complex. Jeepneys ply the highway, and there are also jeepneys that connects
the barangays to the west. Most of the city is served by tricycles, while barangay
Landayan and some subdivisions (gated communities) have pedicabs as well.
 The PNR Metro Commuter Line serves the city, with two stations: San Pedro (at
barangay San Vicente) and Pacita Main Gate (at Nueva).
Biñan, Laguna
 The city is accessible to all types of land transportation via South Luzon
Expressway through Greenfield City/Unilab (Mamplasan), Southwoods, and Carmona
exits. The new Cavite–Laguna Expressway, which would extend up to Kawit, Cavite, also
starts in the city, particularly at Mamplasan Exit. The Manila South Road (N1) also passes
through the city.
Santa Rosa, Laguna
 Santa Rosa is serviced by South Luzon Expressway (SLEX) and Cavite–Laguna
Expressway (CALAX). Two exits of SLEX are located in the city: Santa Rosa Exit and Eton
City (Malitlit) Exit. The city is also accessible through Greenfield City (Mamplasan) Exit in
Biñan, which provides access to CALAX, SM City Santa Rosa, and the Santa Rosa city
proper. Two exits of CALAX directly serve the city, namely: Sta. Rosa City Exit (located in
Barangay Carmen, Silang, Cavite) and Laguna Boulevard Exit (located within the city).
A four-lane national highway from Alabang, Muntinlupa up to Calamba, Laguna passes
through the city. Another road, Santa Rosa-Tagaytay Road, acts as the main route for
people going up to Tagaytay from Metro Manila, especially on weekends and vacation
periods.
 Public transportation within the city, like in most of the urban areas in the  Philippines, is
facilitated mostly using inexpensive jeepneys. Tricycles are also used for short distances.
The Santa Rosa railway station is located in barangay Labas, near the city center. The
city is also the location of the Santa Rosa Commercial Complex, a well-known
intermodal transport and commercial hub in barangay Balibago, and the  Santa Rosa
Integrated Terminal, a provincial bus station serving Metro Manila and eventually other
parts south of Metro Manila.
Calamba, Laguna
 Tricycles, buses, and jeepneys, are popular modes of transportation in Calamba.
 The only expressway currently operational in Calamba is the South Luzon
Expressway (SLEX), which passes through the city with four exits. SLEX is part of AH26 up
to Calamba Exit.
 Main national highways include the Manila South Road (also known as Maharlika
Highway, Daang Maharlika, or National Highway), which passes through the city and
curves toward Santo Tomas in Batangas, and Calamba–Pagsanjan Road (also called
"National Highway") links Calamba with Los Baños and Santa Cruz.
 Other arterial roads includes Chipeco Avenue and its Extension, which passes near the
city hall, Tagaytay–Calamba Road, which picks up near Tagaytay Highlands,
and Mayapa–Canlubang Cadre Road, a spur of Maharlika Highway serving Canlubang
and Canlubang/Mayapa Exit (Exit 47)[40]
 Proposed expressways include the Calamba–Los Baños Expressway, which spurs from
SLEX, traverses along Laguna de Bay and ends on a national highway at Bay, and Laguna
Lakeshore Expressway Dike, an expressway and dike that will run on the coast of Laguna
de Bay. The projects will cost an estimated ₱5.9 billion ($131.11 million) and ₱18.59
billion ($413 million)
E. Demography

San Pedro, Laguna

 Landayan is a barangay in the city of San Pedro, in the province of Laguna. Its population
as determined by the 2020 Census was 33,235. This represented 10.19% of the total
population of San Pedro. San Pedro is home for the famous Krus ng San Pedro Tunasán.
Majority of the people are Roman Catholics. Other religious groups include are the
Members Church of God International (MCGI), Jesus Miracle Crusade International
Ministry (JMCIM), United Church of Christ in the Philippines (UCCP), Jesus Is Lord Church
 (JIL), Jesus Christ the Lifegiver Ministries (JCLM), Iglesia Ni Cristo (INC), The United
Methodist Church, Presbyterian Churches, Christian Bible Baptist Church, other Baptist
and Bible Fundamental churches. Islam is also practiced within the community. There
are 15 Catholic parishes in the city, and one mosque.
Binan, Laguna

 Its population as determined by the 2020 Census was 407,437. This represented 12.05%
of the total population of Laguna province, or 2.52% of the overall population of
the CALABARZON region. The population density is computed at 10,118 inhabitants per
square kilometer or 26,202 inhabitants per square mile. The majority of the people are
Roman Catholics. Other religious groups include are The Church of Jesus Christ of Latter-
day Saints (better known as the Mormons or LDS Church), the Members Church of God
International (Ang Dating Daan/The Old Path/El Camino Antiguo), Biyaya Ng Diyos
Christian Fellowship, United Church of Christ in the Philippines (UCCP), Jesus Is Lord
Church (JIL), The United Methodist Church, Presbyterian Churches, Baptist and Bible
Fundamental churches.

Santa Rosa, Laguna

 Its population as determined by the 2020 Census was 414,812. This represented 12.26%
of the total population of Laguna province, or 2.56% of the overall population of
the CALABARZON region. Based on these figures, the population density is computed at
7,564 inhabitants per square kilometer or 19,594 inhabitants per square mile. Most
people are Roman Catholics. Other religious groups represented include the Aglipayans
(members of the Iglesia Filipina Independiente – a breakout group from the Catholic
Church in 1902 headed by the Union Obrera Democratica), the Church of God
International, the United Church of Christ in the Philippines, Jesus Is Lord
Church, Baptist, Jehovah's Witness, and Iglesia Evangelica Unida de Cristo (Unida
Evangelical Christian Church). In 1994, some migrants and expatriates have formed the
Saint Nicholas Orthodox Church (under the canonical jurisdiction of The Orthodox
Metropolitanate of Hong Kong/Philippines-Ecumenical Patriarchate) in Golden City
Subdivision.

Calamba, Laguna
 Its population as determined by the 2020 Census was 539,671. This represented 15.96%
of the total population of Laguna province, or 3.33% of the overall population of
the CALABARZON region. Based on these figures, the population density is computed at
3,610 inhabitants per square kilometer or 9,350 inhabitants per square mile.
F. Major Industries

San Pedro, Laguna

 There are 4,705 total business establishments, 40+ commercial, savings and rural
banks, 110+ restaurant, cafeteria, and other refreshment parlor, and two public and
five private markets and supermarkets. There are 40 banks, over 60 pawnshops,
over 30 lending institutions and 11 insurance companies operating in the city.
Commercial and business establishments are mostly concentrated at Pacita
Complex and Rosario. A large percentage of industrial and manufacturing
establishments of San Pedro is located on the adjacent barangays of San Vicente
 and San Antonio; E&E Industrial Complex is located in San Antonio where some of
the city's factories are situated.

Binan, Laguna

 Manufacturing of footwear, headwear, puto and special pasalubong like pinipig, ampaw

etc.

Santa Rosa, Laguna

 Dubbed as the "Motor City of the Philippines" or "Detroit City of the Philippines", Santa
Rosa is host to multinational automotive giants Nissan Motors Co., Ltd., Toyota Motor
Corporation, and Mitsubishi – all contributing 95 percent of the country's automotive
production. It is also the location for the headquarters of Santarosa Motor Works, Inc.
 Food conglomerate Monde Nissin Corporation, which manufactures Lucky Me! instant
noodles and Monde biscuits, has a 14-hectare (35-acre) manufacturing facility in the
city. San Miguel Brewery and Magnolia also have a plant in the city. Santa Rosa is also
home to the largest plant of The Coca-Cola Company in the Philippines, situated next to
the Santa Rosa Exit of South Luzon Expressway. In 2018, Santa Rosa became the new
home of HAMBURG Trading Corporation's 7,000-square-meter (75,000 sq ft) facility that
houses the company's warehouse, administration office, and state-of-the-art demo
kitchen – all in one roof.
Calamba, Laguna

 The city is a haven for industries. Considered the heart of Calabarzon due to the number
of companies housed in its area, Calamba City is one of the premiere industrial hubs
outside of Metro Manila. Some of the industrial parks located in the city are:

 Allegis IT Park (Barangay Milagrosa)

 Calamba Premiere International Park (Barangay Batino, Barandal and Prinza)
 Canlubang Industrial Estate (Barangay Canlubang)
 Carmelray Industrial Park 1 (Barangay Canlubang)
 Carmelray Industrial Park 2 (Barangay Milagrosa & Punta)
 Carmelray International Business Park (Barangay Canlubang)
 Filinvest Technology Park (Barangay Punta, Burol & Bubuyan)
 Light Industry and Science Park of the Philippines II (Barangay Real & Lamesa)
 NYK-TDG IT Park (Barangay Canlubang)
 SMPIC Special Economic Zone (Barangay Paciano Rizal)
 YTMI Realty Special Economic Zone (Barangay Makiling)

G. Infrastructure

San Pedro
 The Church of St. Peter is San Pedro La Laguna’s principal place of worship for the
town’s Catholic population. The building sits in an attractive park and its brilliant white façade is
a stark contrast to the neighboring properties. Appreciate the church’s architectural design
details that include two crucifixes. One has been placed on the roof, while the other occupies a
niche above the front door. Study the large, colorful statue of St. Peter that’s only a few feet
from the church. The engraving beneath his feet reads, "Tu eres Peter." These words translate
as “You are Peter” and were supposedly how this apostle was informed by Jesus that he would
be the foundation of a new religion. Indeed, Peter was the first pope. The statue is holding the
keys to the Kingdom of Heaven, a symbolic reward for the good deeds Peter committed. At the
feet of the sculpture is the figure of a rooster, the animal that was heard crowing on the night
Peter denied Jesus.

Once inside the church, tour the main body of the building to see statues and the altar.
Take some time out to enjoy the peace and quiet. Experience some more relaxing moments in
the small park in front of the church that features a paved walkway with pergolas, benches,
palm trees and neat patches of grass.

Biñan

The Alberto Mansion is a historic house in Biñan, Laguna, Philippines.The house was
built around the 1800s and was owned by Jose Alberto Alonzo. The house is noted for its
connection to the family of José Rizal. Alonzo is the father of Rizal's mother Teodora Alonso
Realonda. Biñan is where Realonda would spend her teenage years and where she would meet
Rizal's father Francisco Mercado who lived in a house nearby. The property would later be
passed down through several generations.

The house also had other tenants such as Cipriano Alberto, who was Biñan mayor in
1790 and 1802; his son Lorenzo, who was also mayor in 1844; and grandson Jose, who was the
Philippines' representative to the Spanish cortes.

Santa Rosa

Santa Rosa de Lima Parish Church is a Catholic church in Santa Rosa, Laguna, Philippines.
Rev. Fr. Mario P. Rivera serves as the current parish priest of the church. The Santa Rosa de Lima
Parish Church was built in the year 1792 with the arrival of Spanish Catholic priest, Francisco
Favie. Both the church and the convent were completed within 12 years. It was blessed on
August 4, 1812.

The first Mass was held on August 30, 1812, in honor of the patron saint, Rose of Lima,
with Fray Francisco Favie, O.P the first parish priest. In 1970, Spanish friars built the present
church building with labor from China who later became descendants of the old Chinese families
in Santa Rosa including the Lijauco's and the Tiongco's. The old convent is now the main building
of the Canossa School. Instead of "Bucol", the residents chose to name the town "Santa Rosa."
 The original building remains standing next to the Old Government Building and is known as
Museo de Santa Rosa.

Calamba

Rizal Shrine=The Rizal Shrine in Calamba is a reproduction of the original two-story,

Spanish-Colonial style house in Calamba, Laguna where José Rizal was born on June 19, 1861.
Rizal is regarded as one of the greatest national heroes of the Philippines.

Rizal's father, Francisco Rizal Mercado, took 2 years to build the original Rizal ancestral
house. The Spanish authorities confiscated the house in 1891. Paciano Rizal, brother of José
Rizal, reoccupied the house during the Philippine Revolution, but lost it again to the friars. It was
subsequently sold, destroyed in World War II and eventually demolished. The government
bought what remained of the Rizal House for ₱ 24,000.

IV. Tourism Assets

A. Identification of Attraction and Festival

San Pedro

The Diocesan Shrine of Jesus in the Holy Sepulcher is located at Barangay Landayan, City
of San Pedro, Laguna. Many faithful make pilgrimage to the shrine to venerate the miraculous
image of the Dead Jesus or popularly known as “Lolo Uweng”-“Lolo” in Filipino means
grandfather or a title of respect for the elderly; “Uweng” is short for Emmanuel Salvador del
Mundo (Emmanuel Savior of the World). According to stories, the image was found along the
shore of the Laguna de Bay, where the barangay is located. Many miracles of healing,
conversion, and the like were recorded thus the shrine became so famous not only to the
people of San Pedro but also to the people of the nearby towns and cities.
Friday is the day of devotion for Lolo Uweng. During this day, approximately 100,000
faithful frequent to the shrine to make petitions and to thank God for answered prayers. Masses
are celebrated hourly from 5:00am to 8:00pm. During the Holy Week, the faithful endure
walking many kilometers just to arrive at the shrine.
The Most Reverend Buenaventura Famadico, DD, Bishop of San Pablo, designated the
Shrine of Jesus in the Holy Sepulcher as a Church for the Extraordinary Jubilee of Mercy because
“God’s mercy becomes tangible in the Paschal Mystery of Christ: his Passion, Death and
Resurrection”.
San Pedro festival. The city of San Pedro rejoices every month of February to celebrate the
festive Sampaguita Festival. The third smallest in the province of Laguna popularized by being
the Sampaguita capital of the Philippines. In 1999, the locals of San Pedro first celebrated the
Manok ni San Pedro Festival.

Biñan

The Alberto Mansion is a historic house in Biñan, Laguna, Philippines. The house was
built around the 1800s and was owned by Jose Alberto Alonzo. The house is noted for its
connection to the family of José Rizal. Alonzo is the father of Rizal's mother Teodora Alonso
Realonda. Biñan is where Realonda would spend her teenage years and where she would meet
Rizal's father Francisco Mercado who lived in a house nearby. The property would later be
passed down through several generations.
San Isidro Labrador Parish Church (Filipino: Simbahan ng Parokya ni San Isidro Labrador),
commonly known as Biñan Church, is the oldest Roman Catholic church in Biñan, Laguna,
Philippines under the Roman Catholic Diocese of San Pablo. It is located in the City Proper of
Biñan, besides Biñan City Musuem (former Biñan Municipal Hall) and Monument Plaza of José
Rizal. The current parish priest is Rev. Fr. Buenaventura C. Ubarco.
The School of Rizal Site and Museum was opened to the public on August 1, 2016 after
the City Government of Biñan acquired the property from the Gonzales Family in 2015. It is
located along Gen. Capinpin Street in Barangay Poblacion. The NHCP installed a National
Historical Marker on the site in 1948 to memorialize Rizal’s stay in Biñan as a young student. The
site is where Dr. Jose P. Rizal received his first formal education under Maestro Justiniano Cruz
in the years 1869-1871.

Biñan Puto Latik Festival

Happening every first week of February since 2011, the Puto Latik Festival is to
commemorate the Puto Biñan, which is Biñan's rice cake delicacy, and the Maglalatik traditional
dance that originated from Biñan. However, beginning 2017, it shall be celebrated every May
15–23, because of the Maglalatik's historical significance to the celebration of San Isidro
Labrador's feast day, the city's patron saint.
The city is also known for a type of pancake made from rice flour, topped with cheese or
butter (Puto Biñan). There are also slices of savory salted egg on top to contrast the mildly sweet
pancake base. The best known makers of Puto in Biñan are located in the barangay of San
Vicente, that's why the city is renowned for as "The Home of the Famous Puto Biñan in Laguna".

Santa Rosa

Nuvali is the ultimate residential, commercial, and recreational development complex

that has something for everyone. Whether you’re an adrenaline junkie, a wakeboarding
enthusiast, or someone who simply bikes for leisure, you’ll find the perfect sport and weekend
activity to relax and unwind at Nuvali.
 Santa Rosa, Laguna - Sikhayan Festival (January). The Sikhayan Festival coincides with
the foundation anniversary of Santa Rosa as a town in the year 1792, this is being held every
January.
Santa Rosa (Filipino: Lungsod ng Santa Rosa) is a city in the province of Laguna, Philippines. The
city, predominantly a suburban residential community of Metro Manila, lies 38 kilometres (24
mi) south of Manila via the South Luzon Expressway. Santa Rosa is also the exit point along the
expressway to go to Tagaytay.According to the 2015 census, the city has a population of 353,767
inhabitants, making it the second largest local government unit in Laguna after Calamba.Santa
Rosa was initially known for the Coca-Cola and Toyota manufacturing plants in its industrial
estates. Recently, it has also become popular for being the site of Enchanted Kingdom, a local
theme park, as well as several housing developments. This city contains the 3rd largest complex
in Laguna, Paseo de Santa Rosa. Santa Rosa became a city by virtue of Republic Act No. 9264,
which was ratified by its residents on July 10, 2004.Santa Rosa's land area is approximately
54.13 square kilometers (5413 hectares). It is in the western section of Laguna de Bay.The
western portion of the city occupies the numerous commercial, industrial, and business
establishments, while the northern portion is primarily composed of residential areas and
subdivisions, schools, industrial zones and various business establishments.

Calamba

The Rizal Monument in Calamba is a monument built to commemorate the

sesquicentennial birth anniversary of Dr. José Rizal, the Philippines' unofficial national hero and
the greatest son of Calamba.

Mount Makiling Forest Reserve

Mount Makiling, or Mount Maquiling, is a dormant volcano in Laguna province on the

island of Luzon, Philippines. The mountain rises to an elevation of 1,090 m (3,580 ft) above
mean sea level and is the highest feature of the Laguna Volcanic Field. The volcano has no
recorded historic eruption but volcanism is still evident through geothermal features like mud
spring and hot springs. South of the mountain is the Makiling-Banahaw Geothermal Plant. The
Philippine Institute of Volcanology and Seismology (PHIVOLCS) classify the volcano as potentially
active.

Mount Makiling is a state-owned forest reserve administered by the University of the

Philippines, Los Baños. Prior its transfer to the university, the mountain was the first national
park of the Philippines. Mount Makiling National Park was established on February 23, 1933 by
Proc. No. 552. However, it was decommissioned as a national park on June 20, 1963 by Republic
Act no. 3523 when it was transferred to the University for use in forestry education and
information.

Calamba’s barangay, Southwestern Poblacion, celebrates SINULOG FESTIVAL annually

(every second week of the month of January) in honor of Senior Santo Niño. During this
momentous event, barangay officials together with parishioners, devotees, participants, guests
 and neighboring localities join forces in honoring the Patron Saint. Individuals wear varicolored
attires and with them are small statues of the Saint while dancing to the beat of instruments.
Calamba like all other places “has the passion for festivities and celebrations”. The town
observes the “Sinulog Festival” which is held every 3rd Sunday of January each year. Sinulog is a
religious festival honoring the Patron Saint, Sto. Nino. It is spearheaded by the Roman Catholic
Church and is celebrated not only by the townfolks in the community but also people from the
neighboring towns. It is given life through street dancing by the different organizations of the
Roman Catholic Church. Participants clad in multicolored costumes dance to the beat of the
drums praying and praising the Baby Jesus whose image is exalted and venerated.
Calambahanons celebrate the Araw ng Calamba every 14th of February. In connection, an
annual festival is being held called MENAJAK FESTIVAL. The word Menajak is a Subanen word
that means LOVE. The festival features various presentations including streets and ritual dances
showing the culture and tradition of the Subanen Tribes in the municipality. Dances are
participated by college and highschool students of Calamba where they wear colorful costumes
and dance to the rhythm of the Agong and drums. Also, the main highlight of this event is the
search for Menajak Festival Queen.

B. Gastronomy

San Pedro
San Pedro is known for its cheap and delicious Filipino food, and Tuding's is a testament
to that. Specializing in all-day breakfast, Tuding's menu keeps it simple yet memorable – you can
choose between pork chop, longganisa, and tocino, which you can pair up with fried rice and
egg.

Biñan
Aside from this, Biñan is also a home to rich history, even once resided by the country's
national hero, Dr. Jose P. Rizal. To date, it is still well known for its shoes and slippers, hats, and
the famous pancake made from rice flour or Puto Biñan.

Santa Rosa
Native delicacies of Sta. Rosa, Laguna, to be served in Baraka Festival
MACHE, Pancit Grade One, Kalamay Kuhit, Puto Lansang, Puto Maya—these are some of the
kakanin (delicacies) that are homegrown to the City of Santa Rosa, Laguna, that will be featured
in the Baraka Festival 2012 in SM Santa Rosa, Sept. 7-9.
The Best Restaurants in Sta. Rosa, Laguna. Southern Luzon, particularly Laguna, is well
known for having many wonderful places which people can visit and enjoy during a road trip.
From a rustic town, it has become not only a tourist destination but also homebuyers looking for
a house and lot for sale in Sta. Rosa, Laguna. Sta. Rosa is the “Makati of South” that has the
 freshness of the province. Their delicious foods are also enough reason to attract people to visit
the province. Some well-known restaurants in Manila have branched out to the South. There are
199 restaurants and food shops that can attract travelers. From local kitchenettes to fine-dining
restaurants, the province boasts an expansive variety of varieties that can captivate one’s
appetite. The Pigpen is a fresh-casual restaurant bar that is a comfortable place perfect for
lunch, dinner, and drinks. It’s a unique bar where you can find specialty coffee, craft beers,
cocktails, & wines. For non-alcoholic beverages, The Pig Pen offers natural juices and locally
blended coffees. They also serve Euro-Asian dishes, from salads and pasta to mouthwatering
meat using locally sourced, quality ingredients.
Calamba
Lutong Pilipino ni Aling Ely. Back in 1993, Lutong Pilipino ni Aling Ely began in a kubo
(nipa hut), serving their humble Lechon and Chicharon. They are the first to offer Lechon in
Calamba. Today, this 27-year old restaurant serves what locals and tourists hail as the “best
Lechon in town”. Its façade looks like a typical karinderya serving a wide variety of Filipino
cuisine. Without a doubt, you will feel at home as you eat a platter of their incredibly delicious
Lechon.

C. Accomodation

Biñan
Capital O 897 Takara Hotel And Events Place. Situated in Biñan, 24 km from Newport
Mall, Capital O 897 Takara Hotel And Events Place features accommodation with a restaurant,
free private parking, a shared lounge and a terrace. All rooms boast a flat-screen TV with cable
channels and a private bathroom. The accommodation provides room service and free WiFi
throughout the property.
Guest rooms at the hotel are fitted with a seating area. The rooms at Capital O 897
Takara Hotel And Events Place have air conditioning and a wardrobe.
Glorietta Mall is 25 km from the accommodation, while Greenbelt Mall is 26 km from
the property. The nearest airport is Ninoy Aquino International Airport, 22 km from Capital O
897 Takara Hotel And Events Place.

Santa Rosa
Seda Nuvali. Across the street from Nuvali Park, this polished hotel in a modern building
overlooking a lake is 8 km from both the AH26 highway and water sports at Republ1c Wakepark.
Streamlined rooms offer free Wi-Fi, iPod docks and flat-screen TVs, plus minibars, and tea and
coffeemakers. Upgraded rooms add access to a club lounge. Room service is available. Parking
and a breakfast buffet are complimentary. Other amenities include a warm restaurant, a gym,
and an outdoor pool with a terrace and lake views. There's also a kids' playroom.

Calamba
ANTON'S LOFT DESIGNER RESORT PANSOL. Hotel Location & Nearby Attractions
 With a stay at Anton's Loft Designer Resort Pansol in Calamba, you'll be within a 15-minute drive
of Laguna Lake and Riceworld International Rice Research Institute. This guesthouse is 12.5 mi
(20.1 km) from Enchanted Kingdom and 3.5 mi (5.6 km) from SM City Calamba. Popular Hotel
Amenities and Features. Take in the views from a terrace and a garden and make use of
amenities such as complimentary wireless Internet access.

Business, Other Amenities. Limited parking is available onsite. Hotel Accommodations

and Guest Rooms. Make yourself at home in one of the 4 air-conditioned rooms featuring flat-
screen televisions. Complimentary wireless Internet access is available to keep you connected.
Bathrooms with showers are provided. Conveniences include desks, and housekeeping is
provided on request.

Pet Policy for Anton's Loft Designer Resort Pansol. If you are thinking of bringing your
pet and want to know if pets are allowed at Anton's Loft Designer Resort Pansol, please read the
hotel pet policy. Sometimes the hotel may charge pet fees or have weight limit on pets. The pet
policies of Anton's Loft Designer Resort Pansol are listed below.

D. ENVIRONMENTAL & SOCIO-CULTURAL ISSUES

Calamba, Santa rosa, Biñan and San Pedro are all highly Urbanized cities of laguna that's
why, it has a large amount of population. Some parts of this cities are experiencing poverty,
ethnic and religious conflicts, and other social issues. These cities are also a driveway for
travelers who goes to different provinces hence, the traffic in these cities is jam-packed
especially on the weekends and in the afternoon when the employees go out from their
respective work. The pollution from these cities is tremendously high because of the vehicles
who passed through in these cities every day. Rivers and drainages that is full of garbage are
also an issue in these cities that's why, when there is a heavy rainfall, Flood can arise so quickly
because waterways are blocked by garbages.

V. SITUATIONAL ANALYSIS

Since the traffic in San Pedro, Biñan, Santa Rosa and Calamba are worst, the road constructions
should be prioritized to lessen the traffic jam on these cities so that Tourists would be enticed to visit the
attractions. The government could have more sex education seminars in schools and barangays so that
the youth would be educated about sex and population growth would be lessen. The government could
also carry out operations to clean up the drainages and waterways to prevent high floods in the city.

VI. TOURISM PLANNING AND DEVELOPMENT STRATEGIES

A. Proposed development in tourism facilities/tourism sector

The GREEN Corridor Initiative (GCI), the DOT Region 4A's flagship domestic tourism program,
product development and enhancement centered on agriculture, food, ecotourism, nature, and
adventure, new normal marketing campaigns, provision of capacity building programs, and the strict
implementation of the minimum health and safety protocols are just a few of the components of the
project that the department of tourism secretary Puyat revealed.

B. Proposed tourism activities

Other than improving the existing known tourist places such as the famous Enchanted kingdom,
Laguna is also booming with new attractions such as malls and parks like Robinson Galleria South and
the currently being built which is the Eton city square. Nuvali is also currently showing a spectacular light
show accompanied by tunes every Friday to Sunday, it started last November 11, 2022, and it is showing
until January 08,2023. Santa Rosa plaza is also currently being rebuild now and it looks like it would
attract tourists once it is done.

C. Proposed development for local products

Calamba

In the Philippines, the Tourism Industry is considered as one of the backbones of the
economy having 12.7% or 2.2 Trillion Pesos contribution to the Gross Domestic Product on 2018. In
the latest list released by The Travel, on their website, the Philippines is even listed as one of the
best countries to visit in Asia for Tourism alongside with Cambodia, Singapore, Japan, Indonesia,
South Korea, Malaysia, Papua New Guinea, Bhutan, China, Thailand and Vietnam. With this stature
the country has, some has claimed that it is one of the best countries to invest in, particularly
businesses aligned to Tourism.

This study evaluated the City of Calamba, in the Province of Laguna, which is a first-class
city, a lone district, and the richest city in the country nearest to the Central Region, Metropolitan
Manila or National Capital Region to the local people. It is the catch basin of all types of traffic since
it is in the busiest part of Region IV-A: CALABARZON, with main highways passing through it going to
other neighboring provinces and the country’s capital.

In Business Marketing and Management, which the tourism industry falls under having
hotels, restaurants, tourism destinations, and other types of establishments considered as profit
making entities, the customers or in formal way, the market is the first to be considered towards
product development, though other resources such a manpower and finances among others are
also essential. With this, the researchers through this study, determined and evaluated the
preference of the provincial market towards tourism industry products and the level of expertise of
the city’s residents as primary resource of manpower. This study found out that the market prefers
products and services that would establish an image of a summer-get away/ resort- inspired
accommodations. It is also clear that the province is a primary market for travel agencies, most
specially those who are offering out of the province travel packages, and despite of the nationwide-
spread of a wrong mentality towards local products, residents of the province of Laguna still prefer
Filipino cuisines. It is also evident based on the result of the study that the local government unit of
the city should focus on training its people towards tourism industry aligned businesses operations if
they really want Calamba to progress in terms of sustainable tourism. This study could be used by
investors, the government, and the residents for further development.
San pedro laguna

It is named after its patron saint, Saint Peter. San Pedro has been dubbed as “dormitory
town” of Metro Manila and migrants from other provinces commuting everyday through its highly
efficient road and transport system. Despite being one of the smallest political units in the entire
province, with a total land area of only 24.05 km2, San Pedro is the 5 th most populous city (out of 6)
after the cities of Calamba, Santa Rosa, Biñan and Cabuyao. The city also has the highest population
density in the province of Laguna and in the whole Calabarzon region, having 14,000 people/km2.
[11] As a first class municipality, it became a component city of Laguna by virtue of RA 10420 dated
March 27, 2013.

Nuvali sta rosa laguna

Green living has always been the central theme of Ayala Land’s Nuvali estate in Sta. Rosa,
Laguna as it was built on the principles of sustainable design. This focus on sustainability is anchored
on its goal of creating living spaces that thrive with the earth, in vibrant landscapes that inspire a
better quality of life for the Filipino family. It’s been more than a decade since development began
in the master planned community, and Nuvali continues to deliver this promise of sustainability
while it becomes a home to more Filipino families. Nuvali currently hosts over 16,000 residential
units. With its continuing expansion, this eco-city is set to welcome even more residents. Today,
Nuvali is not only ALI’s largest estate, but one of the fastest growing and thriving estates in Southern
Luzon. It has the highest concentration of residential projects across the four major Ayala Land’s
residential brands with 16,000 units launched. The master planned estate is home to more than
10,000 residents across its villages and more than 2,000 students in three schools operating within
the estate. While Nuvali has already evolved into a thriving community in Laguna, it continues to
maximize its potential with ongoing development efforts. Ayala Malls Solenad is an ever-evolving
shopping hub at the heart of Nuvali. The sprawling eco-city brings the people of the South closer to
well-loved brands and consumer items. An example of this is the continued development of the
Solenad Complex to maintain Nuvali’s retail dominance and offer more conveniences to residents in
the area. The retail complex will soon welcome the first roadside store and biggest Uniqlo store in
Laguna on November 18. In addition, the 700 th Mcdonald’s Store and Landers – Nuvali are also set to
open by December, while Seda Hotel will also be opening their second building with additional 200
rooms. The 150-room Seda Hotel in Nuvali provides a relaxing stay whether for business or leisure.
Seda Nuvali 2 with an additional 240 rooms is set to open within November.

C. Destination Management

Destination management defines a process that involves coordinated actions aimed to

control the economic, socio-cultural and environmental dimensions of a specific tourism
territory. It should be carried out by local authorities and other tourism stakeholders in
partnership, following principles of good governance. It is central to the delivery of
sustainable tourism as it allows a territorial approach to the multi-sector, multi-stakeholder,
 multi-thematic matrix of challenges and opportunities facing tourism development. It is also
central to sustainable tourism implementation as actions taken within destinations at local
and regional level are best able to influence the tourism impacts.

VII. Communication Management Plan

A. Target Market

One of our target markets is students, youth, foreigners. Because our tour plan is about the
history and beliefs of Filipinos in the Laguna area.

B. Marketing Strategies

C. Digital Marketing Strategies

D. Destination Marketing Organization

VIII. References

 globalEDGE Blog: The Importance of Tourism on Economies and Businesses >> globalEDGE: Your
source for Global Business Knowledge (msu.edu)
  21 reasons why tourism is important - the importance of tourism - Tourism Teacher
 Your questions answered: Why is tourism so important to the economy? (trafalgar.com)
 Glossary of tourism terms | UNWTO
 Tourism | BMZ
 www.market-width.com
 Tourism development Definition | Law Insider
 The Impact of Tourism Development on the Local Communities in Namibia - Research leap
 What is sustainable tourism and why is it important? - FutureLearn
 The relationship between tourism and economic growth among BRICS countries: a panel
cointegration analysis | Future Business Journal | Full Text (springeropen.com)
 San Pedro (Laguna) – Travel guide at Wikivoyage
 San Pedro (placeandsee.com)
 History - Biñan City Official Website (binan.gov.ph)
 Historical Background – Santa Rosa City
 calambacity.gov.ph - City Profile
 Objectives of Tourism Development - Tourism Development - My Exam Revision (weebly.com)
o https://en.wikipedia.org/wiki/San_Pedro,_Laguna#Commerce_and_industry
o https://en.wikipedia.org/wiki/Bi%C3%B1an#Major_industries
o https://en.wikipedia.org/wiki/Santa_Rosa,_Laguna#Industries_and_manufacturing
o https://en.wikipedia.org/wiki/Calamba,_Laguna#Industries_and_manufacturing
 Festivals (calambamisocc.gov.ph)
 A sustainable way of life in Nuvali communities from generation to generation - Property Report
 San Pedro, Laguna - Wikipedia
 SCITECH - PROVINCIAL PERSPECTIVE TOWARDS TOURISM INDUSTRY PRODUCTS IN CALAMBA
CITY, LAGUNA, PHILIPPINES: A BASIS FOR BUSINESS PLANNING AND DEVELOPMENT - Journal of
Tourism and Sports Management (ISSN: 2642-021X) (scitcentral.com)
 Department of Tourism-Philippines

IX. Appendices