diskusi pengembangan paket wisata cultural and heritage tourism henky hermantoro kementerian...

CULTURAL AND HERITAGE TOURISMHENKY HERMANTORO

KEMENTERIAN PARIWISATA DAN EKONOMI KREATIF

BRUNEICAMBODIA LAO PDR

INDONESIA

MALAYSIA MYANMARPHILIPPINESSINGAPORETH

AILA

NDVI

ETNA

MDISKUSI PENGEMBANGAN PAKET WISATA

Jogja, 10 September 2012

BruneiCambodia

Indonesia

Laos PDR

MalaysiaMyanmar

Philippines

Singapore

Thailand

Vietnam

The aim of the ASEAN Community is to ensure durable peace, stability and shared prosperity in the region. In seeking to build an ASEAN Community, the ASEAN Leaders recognised that interdependence and cooperation would be a way of life in the Southeast Asia.

ASEAN COMMUNITY

ATSP 2011-2015ASEAN Tourism Strategic Plan

Increased awareness of the power of tourism as a tool for development and change ... it help deal with many poverty

and social issues as well as act as a strong supporter of heritage and natural conservation .... it has an ability to

bring about change and to achieve wide range of social, cultural and economic goals

“By 2015, ASEAN will provide an increasing number of visitors to the

region with authentic and diverse products, enhanced connectivity, a

safe and secure environment, increased quality of services, while at the same

time ensuring an increased quality of life and opportunities for residents through responsible and sustainable tourism development by working effectively with a wide range of stakeholders.”

ASEAN TOURISM STRATEGIC PLAN 2011-2015VISION

ASEANTourism Ministrers

ASEAN NTOsASEAN

Secretariat

Marketing and Communication Working Group

Product Development Working Group

Quality TourismWorking Group

ASEAN Tourism Professional Monitoring Committee

(ATPMC)

Integration Budget and Committee

ASEANor other partners

Dialogue Partners

Other ASEAN Bodies(DGICM, SEOM, STOM. SLOM,

SOMHD, CCS, CCI, COCI)

International Organizations

Cultural and Heritage Tourism

ASEAN Tourism Cooperation Organizational Structure

Nature-based Tourism Cruise TourismRiver-based Tourism

Community-based Tourism

Source: ATSP 2011-2015

CULTURAL AND HERITAGE TOURISMTHE DEFINITION

CULTURAL AND HERITAGE TOURISM

Travel directed toward experiencing local traditions, arts, knowledge, and heritage while respecting the host community and its surrounding environment (tangible and intangible, included natural resources)

CULTURAL TOURISM

Related contemporary and heritage to lifestyle, history, art, architecture, culinary, social and

political systems, religions, beliefs, etc, that shape people’s

way of life

Related to natural, cultural (tangible and intangible) and

cultural landscape resources

HERITAGETOURISM

Source: From many sources, 2012

O B J E C T I V E SCULTURAL AND HERITAGE TOURISM

Increase number of qualified international visitors and visiting more than 1 country [at least 2 countries]

Distribute international visitors to ASEAN countries proportionally

Develop experiential and creative regional/sub regional circuits and packages

Increase benefit to community and environment

Increase the value of culture and heritage

Increase the value of environment

Increase visitors’ satisfaction as well as communities’ satisfaction

Source: Discussed by Sub Working Group, 2011-2012

STRATEGIC DIRECTION 1: DEVELOP EXPERIENTIAL REGIONAL PRODUCTS AND CREATIVE MARKETING AND INVESTMENT STRATEGIES

STRATEGIC ACTIONS:DEVELOP EXPERIENTIAL AND CREATIVE REGIONAL/SUB REGIONAL CIRCUITS AND PACKAGES TOGETHER WITH INVESTMENT STRATEGIES

ACTIVITIES:•DEVELOP PACKAGES FOR REGIONAL CORRIDORS, CIRCUITS AND CLUSTERS FOR NATURE-BASED TOURISM•DEVELOP PACKAGES FOR REGIONAL CORRIDORS, CIRCUITS AND CLUSTERS FOR CULTURAL

AND HERITAGE TOURISM (TANGIBLE AND INTANGIBLE)•DEVELOP PACKAGES FOR REGIONAL CORRIDORS, CIRCUITS AND CLUSTERS FOR COMMUNITY-BASED TOURISM•DEVELOP PACKAGES FOR REGIONAL CORRIDORS, CIRCUITS AND CLUSTERS FOR RIVER-BASED TOURISM•WORK WITH CCI AND CCS IN REDUCING BARRIERS AND ENCOURAGING INVESTMENT IN PRODUCT DEVELOPMENT

ASEAN TOURISM STRATEGIC PLAN 2011-2015


ASEAN TOURISM STRATEGIC PLAN 2011-2015Develop regional corridors, circuits, clusters and packages for cultural and heritage tourism (tangible and intangible)

April 2011Work closely with UNESCO as well

as nationally based heritage organization to develop sound

relationship for ongoing heritage tourism product development

2012 2013 2014 2015

January 2013Review and develop cultural and

heritage packages

December 2011Review and develop cultural and

heritage packages


heritage packages


heritage packages


WORK SCHEDULE

DATA INVENTORY

June2012

•Products’ profile in detail• Existing packages• Existing tourism facilities• Main and supporting products• Markets• Number of visitors, LOS, receipts• Accessibilities• Regulations•Others

•ASEANTA•Member states•ASEAN Statistics•Others

ANALYZISAND

RECOMMENDATION

•Regional circuits and packages [alternatives]

• Accessibilities• Joint promotion[suggestion]• HRD• Markets• Number of visitors. LOS, receipts• Regulations•Others

October2012

DEVELOPING PACKAGES

• Regional circuits and packages• Supporting packages

November2012

•ASEANTA•Member states•Marketing Communication•Others

REPORT 2

• photos• Map of tourists facilities

and accessibilities• Products distribution and

facilities

•Regional meeting [September 2012]

July2012

August2012

Source: Indonesia’s presentation in Malaysia, May 2012

REPORT 1

PREMINILARYREPORT

FINALREPORT

PS: Need feedbacks from member states for Report 1 and Report 2. Report 3 is a Final Report

ATSP VISION 2011-2015

MARKETING AND COMMUNICATION WORKING GROUP

PRODUCT DEVELOPMENT WORKING GROUP

QUALITY TOURISM WORKING GROUP

Develop packages for regional corridors, circuits and clusters

NATURE-BASED TOURISM

CULTURAL AND HERITAGE TOURISM

COMMUNITY-BASED TOURISM

CRUISE TOURISMRIVER-BASED TOURISM

• Main regional products[member states’ top products]

•Supporting products [member states]• Could be other products [e.g. rural homestays, heritage city,

agro tourism, cultural landscape, etc]

Source: Market forces developed from ATMS, 2012. Supporting products will be proposed by member states as agreed in Malaysia, May 2012

MARKET FORCES: experiential travel interest

Health tourism SpasCulinarytourism

Cuturaltourism

Community-basedtourism

Urbantourism

Ecotourism

Volunteertourism

Marine-basedtourism

Creativity-basedtourismMuseums Art galleries festivals Music Handicrafts Performing arts

MARKET FORCES: CREATIVE travel interest

BOROBUDUR

ANGKOR WAT

AYUTTHAYA

GASTRO TOURISM

CREATIVITY-BASED TOURISM

ASEAN BESTCULTURAL AND HERITAGE

TOURISM PRODUCTS[ AS PROPOSED BY MEMBER STATES]

Source: Modified from Indonesia’s presentation, Laos 2011 and ATMS 2012. ASEAN’s top products as proposed by member states in Brunei 2012.

ETHNIC TOURISMCREATIVE TOURISM

CULTURAL AND HERITAGETOURISM

HERITAGE TOURISM

ARCHEO TOURISM

ANTHRO TOURISM

RURAL TOURISM URBAN TOURISMCULTURAL TOURISM

THEMES INFLUENCING CULTURAL AND

HERITAGE TOURISM

MUSEUM

TEMPLE AND ARCHAELOGICAL PARK

HERITAGE CITY/DISTRICT

VILLAGES

CULTURAL LANDSCAPE

CULTURAL AND HERITAGE TRAIL/TOUR

MUSEUM TEMPLE AND ARCHEOLOGICAL PARK

HERITAGE CITY/DISTRICT VILLAGES CULTURAL LANDSCAPE CULTURAL AND HERITAGE TRAIL/TOUR

Brunei Museum [BR] Angkor Wat Temple[CD] Luang Prabang City [LS]

Sarawak Cultural Village [MA]

Ifugao Rice Terrace and Sagada Cultural and Heritage [PH]

Cultural Tour [SG]

Royal Regalia [BR] Sambor Preikuk [CD] Bandar Hilir, Melaka [MA]

Heritage Village Philipinas: Taal’s Vlla Tortuga [PH]

Peranakan Trail [SG]

Brunei Technology Museum [BD] Preah Vihear Temple [CD] Georgetown [MA] Kalimudan Cultural

Village, Sta. Cruz [PH]

The Complex of Hue Monuments [VN]

Borobudur Temple [ID] Bagan-Nyaung U [MY]

Prambanan Temple [ID] Mandalay [MY]

Sangiran Early Man Site [ID] Mrauk U [MY]

Wat Phou Temple [LS] Colonial District Trail [SG]

Plain of Jars [LS] Hanoi [VN]

Ayutthaya Historical Park [TH] Hoi An Ancient Town [VN]

Sukhothai Historical [TH]

Ban Chiang Archaeological Site [TH]

Source: Proposed by member states, 2012

STRATEGIESTake into account to the marketing strategies [markets, behavior etc]

Data inventory and analysis on existing packages, products, markets on the cultural and heritage tourism and other related regulations [accessibilities, facilities etc] to support the packages (accessibilities, promotions etc)

Indicating new products related the packages that need to be interfered by the governments

Packages should include at least two for two countries

MAIN OUTPUT

Product packages and theme at least 2 countries (e.g Trail of Civilization)

Recommendation on supporting products

Recommendation on markets

Recommendation on accessibilities

Recommendation on HRD

Others

WORK PLAN

•Top products recommended by member states

•Data on international visitors [number, LOS, receipt]

•Data on tourism facilities, accessibilities, and markets [existing and expected]

•Other products recommended as supporting products

•Policy regulations related to tourism [priority, visa, permits etc]

•Existing packages•Existing markets•Problems related on developing

new packages

•Visitors’ behavior•Markets

•Recommended packages [main and supporting packages]•Recommended input policies

MEMBER STATES[FOCAL POINTS]

ASEANTA ASEAN MARKETING

CONSULTANT

TERIMAKASIH

engtest.net

Region 2008 AAGR [%] 1995-2008

AAGR [%] 2007-2008

North East Asia 104.7 7.4 0.4

South East Asia 61.8 6.2 3.7

Pacific 10.6 2.1 -0.9

South Asia 11.3 7.9 4.6

North America 98.4 1.5 3.3

Middle East 52.9 11.0 11.4

Total 339.7 5.2 3.5

Source: PATA, Forecast 2010-2012

INTERNATIONAL TOURIST ARRIVALS BY REGION - ASIA PACIFIC [MILLION]

North East Asia30.82%

South East Asia18.19%

Pacific3.12%

South Asia3.33%

North America28.97%

Middle East15.57%

Source: PATA, Forecast 2010-2012

international visitors in asia PACIFIC 2010 [%]

0

5,000

10,000

15,000

20,000

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

4,800.00

12,868.23

14,500.00

2,490.23

254.00

17,908.50

381.60

7,600.00

1,786.00

53.50

Source: ASEAN Secretary, 2012

ASEAN TOURISM RECEIPT 2010 [USD MILLION]

RATIO NUMBER OF INTERNATIONAL VISITORS : POPULATION 2010 [THOUSAND]

0

50

100

150

200

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

4

21

194

31

84

34

314

39

Total population 591,841.0

Total international visitors 38,932.7

Total ratio 100 : 11

Number means, for instance, Brunei has ratio of 39 visitors every 100 people, and Singapore has ratio of 194 visitors every 100 people [more than its people]

0

7,500

15,000

22,500

30,000

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

6,014

19,098

10,390

3,917

391

24,714

1,670

7,650

2,882

214

INTERNATIONAL VISITORS ASEAN 2011 [THOUSAND]

Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012

Total ASEAN 76,940

0

7,500

15,000

22,500

30,000

Brunei

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Phillip

ines

Singa

pore

Thaila

nd

Vietna

m

Intra Extra

Source: ASEAN Secretary 2011

international visitors in south east asia 2010 [THOUSAND]

214.3[0.29%]

2,508.3[3.40%]

7,002.9[9.50%]

2513.0[3.41%]

24,577.2[33.32%]

791.5[1.07%]

3,520.5[4.77%]

11,638.7[15.78%]

15,936.4[21.61%]

5,049.9[6.85%]

Total intra 34,820.0

Total extra 38,932.7

Total intra + extra 73,752.6

Countries strong for intra

0

7,500

15,000

22,500

30,000

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

5,620

26,256

17,990

2,783

73

18,239

362

7,952

1,683254

ASEAN TOURISM RECEIPT 2011 [USD MILLION]


Total ASEAN 68,639

0

1,000

2,000

3,000

4,000

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

63.7

411.0

3,470.3

29.61.2

646.3

59.333.5112.6

613.5

ASEAN TOURISM RECEIPT PER CAPITA 2011 [USD]


ASEAN 114.4

0

4

8

11

15

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

5.4

8.27.9

1.7

0.2

7.7

6.8

1.1

15.0

1.8

TOURISM RECEIPT PERCENT OF GDP 2011 [%]

Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012

ASEAN 4.6

NUMBER OF INTERNATIONAL VISITORS PER 100 POPULATION 2011

0

40

80

120

160

200

Brunei D

S

Cambo

dia

Indon

esia

Lao PD

R

Malaysi

a

Myanmar

Philip

pines

Singa

pore

Thaila

nd

Vietna

m

6.8

29.9

200.4

4.20.6

87.5

25.9

3.2

19.3

51.7Total population 600.2

Total international visitors (thousand) 76,940

ASEAN 12.8

Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012