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                    Table of Contents 
                     
                    1.    INTRODUCTION ................................................................................................................................... 3 
                       1.1       The Rationale .............................................................................................................................. 3 
                       1.2       The Plan Brief .............................................................................................................................. 3 
                       1.3       Vision and Mission for Tourism in Canaman ............................................................................... 4 
                       1.4       Goals & Objectives ...................................................................................................................... 4 
                       1.5       Tourism Plans and Policies .......................................................................................................... 4 
                    2.    THE TOURISM LANDSCAPE .................................................................................................................. 8 
                       2.1       Physical Characteristics and  Environmental Quality................................................................... 8 
                       2.2       Demographic (Socio-economic) Profile ....................................................................................... 9 
                       2.3       Socio-cultural environment for Tourism / Tourism Potentials and Attractions ......................... 11 
                       2.4       Facilities, Services and Activities ............................................................................................... 14 
                       2.5       Tourism Map/Destination/Sites/ Attractions/Potentials .......................................................... 15 
                       2.6       Key Issues and Concerns ........................................................................................................... 16 
                    3.    TOURISM DEVELOPMENT THRUST .................................................................................................... 18 
                    4.    TOURISM DEVELOPMENT STRATEGIES ............................................................................................. 20 
                       4.1       Goal Statements and Objectives ............................................................................................... 20 
                       4.2       Strategies and Action ................................................................................................................ 20 
                    5.    IMPLEMENTATION MECHANISMS .................................................................................................... 25 
                       5.1       Policy Recommendations .......................................................................................................... 25 
                       5.2       Institutional Arrangements ....................................................................................................... 26 
                       5.3       Product Development ............................................................................................................... 27 
                       5.4       Tourism Marketing and Promotion ........................................................................................... 27 
                       5.5       IEC ............................................................................................................................................. 28 
                       5.6       Support Infrastructure .............................................................................................................. 28 
                       5.7       Implementation Plan ................................................................................................................. 29 
                       5.8       Plan Financing ........................................................................................................................... 32 
                       5.9       Monitoring and Evaluation ........................................................................................................ 33 
                    6.    CONCLUSION..................................................................................................................................... 36 
                     
                                                             
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               1.     INTRODUCTION 
                
               1.1  The Rationale 
                
                   The  Municipal  Tourism  Development  Plan  is  a  vital  document  that  encapsulates  the  tourism 
               scenario and tourism development thrusts of the municipality.  
                    
                   Canaman is rich with culture, traditions and heritage that are of interest to academics, students and 
               mainstream tourists. In addition, the Bicol River has tremendous, currently unrealized tourism potential 
               because  of  its  open  and  natural  character  that  can  draw  bird-watchers,  nature  lovers,  adventure 
               seekers, as well as those interested in water based recreation (e.g. dragon boat racing). 
                    
                   Moreover, the notable participation of the Bicol Region and the Province of Camarines Sur in the 
               tourism scene these past few years provides vast opportunities to the various LGUs in the province, 
               especially those that have tourism potentials like Canaman. 
                    
                   With this in mind, this plan has been prepared to serve the following purposes: 
                
                       •  To set direction, guide the early years,  and have a focused tourism development of tourism 
                          development in the municipality; 
                       •  To maximize the tourism potentials of the municipality while safeguarding the people, 
                          culture& environment; 
                       •  To develop additional source of  income for the communities; 
                       •  To serve as a basis for integration of tourism-related activities in the LGU plans (e.g. the 
                          Annual Investment Plan, CDP, DRRMP, etc.); and 
                       •  To fulfill the provisions of RA 9593 (Tourism Act of 2009). 
                        
               1.2  The Plan Brief 
                
               This tourism development plan presents the 3-year (2014-2016) response of the municipality given the 
               a) tourism potentials of the town, b) the opportunities presented by the influx of tourists in the area, the 
               tourism thrusts of the upper level of government, and the heightened interest of tourism stakeholders, 
               c) the governing national and international tourism policies, and d) the best interest of the people of 
               Canaman. 
                
               The identified tourism thrusts revolved around the existing strengths of the town such as the Bicol River 
               Based and Historical/Cultural/Heritage Tourism Based activities. These are framed upon the identified 
               key issues and concerns that were classified as a) Institutional, b) Partnerships, c) Infrastructure, d) 
               Building  on  what  we  have,  and  e)  Earning  more.  The  five  elements  were  similarly  taken  into 
               consideration and formed the main classifications of the identified goals and objectives providing a 
               coherent tourism direction of the municipality.  
                
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         1.3  Vision and Mission for Tourism in Canaman 
                                    
                                    
                                 Vision 
             By 2016, Canaman will be on the tourism map for Camarines Sur because of established 
                    and earning historical, cultural and river-based experiences. 
                                    
                                 Mission 
               With the blessings of the Almighty, the Local Government Unit of Canaman shall 
             provide necessary and sustainable services to aggressively respond to the needs of eco-
              cultural tourism development thru efficient and effective administration and active 
                           participation of all stakeholders. 
                                    
                                    
         1.4  Goals & Objectives 
              
           1.  Institutions - Enhance LGU structures, systems, policies, processes and plans to support 
             tourism growth   
           2.  Partnerships - To increase the awareness and participation of all tourism stakeholders 
             (community, private sector, NGAs, CSOs, youth, women, etc.) through partnerships, 
             information, education and communication drives. 
           3.  Infrastructure - Provide support infrastructure and facilities 
           4.  Building on what we have - Re-package/focus existing municipality activities/PPAs to 
             drive tourism growth 
           5.  Earning more – Grow the income of taga-Canaman and the municipality through 
             tourism 
              
         1.5  Tourism Plans and Policies 
          
         Canaman’s  Municipal  Tourism  Development  Plan  is  nested  within  a  broader  tourism  planning 
         framework, highlights of which are summarized below: 
          
         UNWTO Sustainable Destination Development Policy (Source: Indicators of Sustainable Development for 
         Tourism Destinations, A Guidebook) 
         Tourism is now a major sector of the world economy, especially as it refers to the international trade in 
         services. The management of tourism affects the conditions of destinations and host communities, and 
         more broadly, the futures of ecosystems, regions and nations. Informed decisions at all scales are 
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