Tourism Development Plan for the

Province of Albay

University of Northern Philippines

College of Hospitality and Tourism Management
Bachelor of Science in Hospitality Management
I. Profile

Albay is a province of the Philippines located in the Bicol Region in Luzon. Its
capital is Legazpi City and the province borders the Camarines Sur to the north and Sorsogon
to the south. Also to the northeast is Lagonoy Gulf leading to the Philippine Sea, and to the
southwest is Burias Pass.
Mayon Volcano is the symbol most associated with the province. This nearly
perfectly-shaped active volcano forms a scenic backdrop to the capital city of Legazpi 15
kilometers to the south.

Albay and its surrounding areas were known as Ibalon when Juan de Salcedo and 120
soldiers explored it in 1573. Sawangan, a small settlement by a mangrove swamp, became a
town called Albaybay (which means “by the bay”) in 1616. The town was first renamed
Albay, then Legazpi, as Albay went on to refer to the province.

In 1846, the islands of Masbate, Ticao, and Burias were separated from Albay to form
the comandancia of Masbate. Albay was then divided into four districts: Iraya, Cordillera or
Tobaco, Sorsogon, and Catanduanes. In 1894, Sorsogon became a separate province and
Catanduanes in 1945. The province of Albay itself was created on March 10, 1917.

In 1649, the natives rebelled against their recruitment to Cavite to build galleons. In
1814, Mayon Volcano erupted, killing 1,200 people and burying the town of Cagsawa.
 Capital Legazpi City

Land Area 2,552.06 km²

Population 1,233,432

Cities Legazpi City, Ligao City, Tabaco City

Number of Towns 15

Governor Al Francis C. Bichara

II. Positioning
"WHERE FUN AND ADVENTURE NEVER END"


III. Vision and Mission

 Vision

By 2022, the Albay shall be the preffered destination for safe, uniquely-diverse and
fun travel.

 Mission
 To market and promote the Albay, in partnership with our stakeholders, as a preferred
destination for safe and fun travel.
IV. Attraction
MAYON VOLCANO

Mayon is a classic stratovolcano with a small central summit crater. The cone is considered the
world's most perfectly formed volcano for its symmetry. The concave profile, a hyperbolic sine
curve of the volcano is due to the balance between erosion and eruption, defined by the angle
of repose of ash.

MISIBIS BAY
Thrill over the countless activities within the resort or beyond. Take a ride on Misibis Bay’s all-
terrain vehicles (ATVs) and trail blaze to the top of Cagraray’s EcoPark. On the beach, it’s time
for more adventure with our watersports activities: windsurfing, Hobie Cat sailing, kayaking,
stand-up paddle, jet ski and wake boarding!

CAGSAWA CHURCH

The Cagsawa Ruins (also spelled as Kagsawa, historically spelt as Cagsaua) are the remnants of
a 16th-century Franciscan church, the Cagsawa church. It was originally built in the town of
Cagsawa in 1587 but was burned down and destroyed by Dutch pirates in 1636. It was rebuilt in
1724 by Fr. Francisco Blanco, but was destroyed again, along with the town of Cagsawa, on
February 1, 1814, during the eruption of the Mayon Volcano.
The ruins are currently located in Barangay Busay, Cagsawa, in the municipality of Daraga,
Albay, Philippines. It is part of Cagsawa Park, is protected and maintained by the municipal
government of Daraga and the National Museum of the Philippines, and is one of the most
popular tourist destinations in the area. The Internationale Tourismus-Börse Berlin, one of the
world's top travel trade shows based in Berlin, has even recognized the site as one of the places
to visit in Asia.
V. Accommodation
Budget Mid – Range High – End
(less than Php 1,500 / (Php 1,500 to Php (at least Php 3,000 /
night ) 3,000 / night) night)
Legazpi Tourist Inn Hotel Venezia The Marison Hotel
La Vita Hotel Casablanca Suites Facade Hotel
Gardenia Hotel Hotel Fina Casa Simeon
ParmView Inn Lotus Blue Hotel
JJ Midcity Inn The Oriental Albay
Riserr Residences Third & Sean's Place
Trip Inn Tyche Boutique Hotel
Hotel Villa Angelina Ninong's Hotel
Fiesta Ballroom Hotel Emerald Boutique Hotel
ZEN Rooms Brother's Casa Roces
Legazpi Casa Basilisa Eco-
ZEN Rooms RH Inn Boutique Resort
David Hometel Hotel Sentro Legazpi
Meaco Hotel Ligao Bed and Breakfast
Marano's Hometel
VI. Accessibility
BY WATER

Albay is the region’s principal trans-shipment point with its sea ports: Tabaco
International Sea Port, Port of Legazpi City, Pio Duran Municipal Port, and the
Pantao Port.

BY AIR

The Legazpi Airport is the entry point for most of the travellers going to any province
of the region. The airport is also the region’s gateway from Manila and Cebu City in
the Visayas. The larger Bicol International Airport is under construction in the
municipality of Daraga, west of Legazpi City.
 BY LAND

The province is accessible through many highways (460 kilometers) from Manila,
and from other parts of the country. The main roads of the province are all well-paved
and maintained

VII. Activities
Magayon Festival

Held every month of May, Magayon Festival is derived from the popular legend
of Mayon Volcano to honor the province’s bounty and beauty. One of the
 highlights of this event is the stage reenactment of the tragic love story of
Daragang Magayon and Panganoron whose fatal deaths gave birth to the volcano.

Ibalong Festival

A celebration in recognition of the socio-historic-cultural heritage of Bicolanos as

based on the Ibalong Epic showcasing the bravery and strength in character of
three heroes Baltog, Handyong, and Bantong as they fought against the villains
Tandayog, Oryol, Rabot, and other wild monsters that threatened the place and
orderliness of their place.

Cagsawa Festival

The Cagsawa Festival aims to celebrate the indomitable spirit and resilience of
Albayanos, and not the memory of the disaster’s horrors. The month-long
 Cagsawa Festival, celebrated every February, kicks off at the historic and world
famous Cagsawa Ruins.

VIII. Unique Selling Point

ATV ADVENTURE AT MAYON VOLCANO

Drive an ATV to the Lava Wall of Mayon Volcano. This ultimate adventure rush takes you
through gullies, rivers, and fallen rock. The entire trail is made by nature – made by the fury of
Mayon.

PILI NUTS
The Pili Nut has the flavor of pumpkin seed when raw, and takes on an entirely different identity
when roasted. It is soft yet crisp, with an easy crunch that surprisingly melts in your mouth,
making it a favorite snack food among Filipinos.

BICOL EXPRESS

Bicol Express is what Bicolanos are known for. It has that good amount of heat that can awaken
your taste buds. It has pork cubes cooked in coconut milk and sili with that yumminess you’ll
crave after.

PINANGAT

Pinangat is a version of laing, a famous native chili-hot dish of a little town of Camalig,Albay
which is a blend of ground pork, coconut milk, diced shrimps, and chili wrapped in gabi leaves.
This dish is a well-known among Bicolanos because of its distinctive taste that a Bicolano could
perfect.
IX. SWOT Analysis
 Strengths Weaknesses Opportunities Threats
 Has  Many roads  Lot of chance  The
numerous and to grow the presence of
natural and highways tourism active
cultural are in poor industry. volcano.
attractions condition.  More  Typhoons
 Fun and  Weather stablishment
Adventure wil open.
Experience  Areas are
 Mayon developed
Volcano

X. Market Segmentation
a. Demographic
 Millenials of both genders who have monthly income.
 Organization, company team and group of people.
b. Geographic
 Local from the same province
 Domestic and foreign travelers who want to experience the tourism potential
of the province
c. Psychographic
 Those who want fun and adventure experience
 Love to try new delicacies
 People who want outdoors activities
d. Behavioral
 Those people who appreciate natures
 Those who always look for team building destinations for organizations
 Those people who can relate fun and adventure

XI. Marketing Strategy

  With the help of different organization we are going to market the Tourist
Destination of the Province of Albay. We are going to present the best tourist
attraction of the province which is the Mayon Volcano. Also the main livelihood
of the people their, the agriculture and handcrafts products.
 To market the Tourist Destination of Albay we're going to sponsor different
company such as Bus terminals that traveling manila to bicol. We are giving them
free brouchure to encurage people to visit Albay.
 Inside the brochure they wil see the different attraction in Albay such as Natural
Attractions, Build Attractions and Historical Attractions also the delicacies and
activities of Albay.
XII. Products and Services
 Agriculture is the main industry in Albay, which produces crops like coconut,
rice, sugar and abacá. Handicrafts are the major source of rural income and
comprises a fairly large share in the small-scale industries of the province.
Forestry, cement production and paper-making are other sources of livelihood.
XIII. Placement
 In the promotion and advertisement, we will create a website containing different
attraction and activities of Albay Province. We will also promote through social
medias like facebook, Instagram and twitter. Distribute leaflets and brochures
indicating all-in package and list of adventures that they can try and enjoy for
affordable and reasonable prices.

XIV. Competition
 Camarines Sur
 Sorsogon
 Catanduanes
 The province of Albay has more tourist arrival than Sorsogon and Catanduanes, while
Camarines Sur is the the province who has more tourist arrive year 2017.
 The province of Albay has more tourist arrival than Sorsogon and Catanduanes, while
Camarines Sur is the the province who has more tourist arrive year 2018
  By 2019 the province of Albay has more tourist Arrival than Camarines Sur, Sorsogon
and Catanduanes.
http://www.tourism.gov.ph/tourism_dem_sup_pub.aspx

ALBAY CAMARINES SORSOGON CATANDUANE

SUR S
ACCESSIBILITY High Medium Medium Medium
ACTIVITIES High High High Mediumb
ACCOMMODATI Medium Medium Medium Medium
ON
AMENITIES Medium Medium Medium Medium
ATTRACTIONS High High Medium Medium

XV. Marketing Objectives

 Increase tourist arrival for the year 2020
 Increase tourist receipts for the year 2020
 Increase Agricultural Productivity;
 Promote the products
 Introduce culture livelihood of the people
 Adopt renewable energy action plans.
 Expand vital infrastructure projects;
XVI. Future Plans
 Market the tourism destistination of the province through joining and participating
different seminars that relate tourism industries.
 Develop establishments and organizations
 Innovation of services, and be active in different social media platforms to
promote the province.
 For the future year the tourist will experience and appreciate the beauty of the
province through giving a satisfaction of service.

XVII. Present and Recommended Hashtag

 Albay known as fun and adventure, discover it through using our hashtags #MagayonSaAlbay
#LetsGoAlbay.
Magayon means beautiful in albay when we use this hashtag it represent the name of Volcano in
Albay, her name is Magayon but people call it Mayon Volcano because of the perfect cone shape.
Lets go and discover it through visiting the province.