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

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http://odoritour.com I uploaded this slide with the intention of providing an overview of the competition position of Indonesia tourism asean countries especially in terms of culture and heritage Slide is the presentation of Mr.Henky Hermantoro Secretary of the Directorate General of Tourism Destination Development Our appreciation goes to the organizers and speakers who have provided enlightenment and enrichment. at least motivate stakeholders to further develop the potential of the region, especially in terms of culture and heritage tour

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  • 1. BRUNEICAMBODIAINDONESIA THAILANDVIETNAM LAO PDRMALAYSIA MYANMARPHILIPPINESSINGAPORE DISKUSI PENGEMBANGAN PAKET WISATA Jogja, 10 September 2012CULTURAL AND HERITAGE TOURISM HENKY HERMANTORO KEMENTERIAN PARIWISATA DAN EKONOMI KREATIF
  • 2. Brunei Vietnam Cambodia Thailand IndonesiaSingapore Laos PDR Philippines Malaysia Myanmar
  • 3. ASEAN COMMUNITYThe aim of the ASEAN Community is to ensure durablepeace, stability and shared prosperity in the region.In seeking to build an ASEAN Community, the ASEANLeaders recognised that interdependence andcooperation would be a way of life in the SoutheastAsia.
  • 4. ATSP 2011-2015 ASEAN Tourism Strategic PlanIncreased awareness of the power of tourism as a tool fordevelopment 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
  • 5. ASEAN TOURISM STRATEGIC PLAN 2011-2015 VISIONBy 2015, ASEAN will provide an increasing number of visitors to theregion with authentic and diverse products, enhanced connectivity, asafe and secure environment, increased quality of services, while at the sametime ensuring an increased quality of life and opportunities forresidents through responsible and sustainable tourismdevelopment by working effectively with a wide range of stakeholders.
  • 6. ASEAN Tourism Cooperation Organizational StructureSource: ATSP 2011-2015 Dialogue Partners ASEAN Tourism Ministrers Other ASEAN Bodies (DGICM, SEOM, STOM. SLOM, SOMHD, CCS, CCI, COCI) ASEAN ASEAN NTOs International Organizations Secretariat Integration Budget and Committee ASEAN Marketing and ASEAN Tourism Professional Product Development Quality Tourism or other Communication Monitoring Committee Working Group Working Group partners Working Group (ATPMC) Cultural and Heritage Community-based Cruise Tourism Nature-based Tourism Tourism Tourism River-based Tourism
  • 7. CULTURAL AND HERITAGE TOURISM THE DEFINITION Related contemporary and heritage to lifestyle, history, art, architecture, culinary, social and political systems, religions, beliefs, etc, that shape peoples CULTURAL Travel directed toward experiencing local traditions, way of life TOURISM CULTURAL AND arts, knowledge, and heritage while respecting the host HERITAGE community and its surrounding TOURISM environment (tangible and Related to natural, cultural HERITAGE intangible, included natural (tangible and intangible) and TOURISM resources) cultural landscape resourcesSource: From many sources, 2012
  • 8. OBJECTIVES CULTURAL AND HERITAGE TOURISM Increase number of qualied 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 benet to community and environment Increase the value of culture and heritage Increase the value of environment Increase visitors satisfaction as well as communities satisfactionSource: Discussed by Sub Working Group, 2011-2012
  • 9. ASEAN TOURISM STRATEGIC PLAN 2011-2015 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 DEVELOPMENTSource: ATSP 2011-2015
  • 10. ASEAN TOURISM STRATEGIC PLAN 2011-2015 Develop regional corridors, circuits, clusters and packages for cultural and heritage tourism (tangible and intangible) April 2011 Work closely with UNESCO as well January 2013 January 2013 as nationally based heritage Review and develop cultural and Review and develop cultural and organization to develop sound heritage packages heritage packages relationship for ongoing heritage tourism product development 2012 2013 2014 2015 December 2011 January 2014 Review and develop cultural and Review and develop cultural and heritage packages heritage packagesSource: ATSP 2011-2015
  • 11. WORK SCHEDULE REPORT PREMINILARY REPORT FINAL 1 REPORT 2 REPORT June July August October November 2012 2012 2012 2012 2012 ANALYZIS DEVELOPING DATA INVENTORY AND PACKAGES RECOMMENDATION photos Map of tourists facilities ASEANTA ASEANTA and accessibilities Member states Member states Products distribution and ASEAN Statistics Marketing Communication Regional meeting [September 2012] facilities Others Others Products prole in detail Regional circuits and packages Existing packages [alternatives] Existing tourism facilities Accessibilities Main and supporting products Joint promotion[suggestion] Markets Regional circuits and packages HRD Supporting packages Number of visitors, LOS, receipts Markets Accessibilities Number of visitors. LOS, receipts Regulations Regulations Others OthersSource: Indonesias presentation in Malaysia, May 2012 PS: Need feedbacks from member states for Report 1 and Report 2. Report 3 is a Final Report
  • 12. MARKETING AND COMMUNICATION WORKING GROUP NATURE-BASED TOURISMATSP VISION PRODUCT DEVELOPMENT CULTURAL AND COMMUNITY-BASED 2011-2015 WORKING GROUP HERITAGE TOURISM TOURISM CRUISE TOURISM RIVER-BASED TOURISM QUALITY TOURISM WORKING GROUP Develop packages for regional corridors, circuits and clusters
  • 13. MARKET FORCES: experiential travel interest Culinary Cutural Community-based Urban Eco Volunteer Health tourism Spas tourism tourism tourism tourism tourism tourism Marine-based tourism Supporting products [member states] Could be other products [e.g. rural homestays, heritage city, agro tourism, cultural landscape, etc] ANGKOR WAT Main regional products[member states top products] BOROBUDUR AYUTTHAYAMARKET FORCES: CREATIVE travel interest Creativity-based Museums Art galleries festivals Music Handicrafts Performing arts tourismSource: Market forces developed from ATMS, 2012. Supporting products will be proposed by member states as agreed in Malaysia, May 2012
  • 14. ASEAN BESTTHEMES INFLUENCING CULTURAL AND RURAL TOURISM URBAN TOURISM CULTURAL CULTURAL AND HERITAGE TOURISM HERITAGE TOURISM TOURISM PRODUCTS [ AS PROPOSED BY MEMBER STATES] HERITAGE TOURISM MUSEUM TEMPLE AND ARCHAELOGICAL PARK ARCHEO CULTURAL AND HERITAGE HERITAGE CITY/DISTRICT TOURISM TOURISM VILLAGES CULTURAL LANDSCAPE ANTHRO CULTURAL AND HERITAGE TRAIL/TOUR TOURISM GASTRO CREATIVE CREATIVITY-ETHNIC TOURISM TOURISM TOURISM BASED TOURISM Source: Modied from Indonesias presentation, Laos 2011 and ATMS 2012. ASEANs top products as proposed by member states in Brunei 2012.
  • 15. TEMPLE AND ARCHEOLOGICAL CULTURAL AND HERITAGE MUSEUM HERITAGE CITY/DISTRICT VILLAGES CULTURAL LANDSCAPE PARK TRAIL/TOUR Ifugao Rice Terrace Luang Prabang City Sarawak Cultural Brunei Museum [BR] Angkor Wat Temple[CD] and Sagada Cultural Cultural Tour [SG] [LS] Village [MA] and Heritage [PH] Heritage Village Bandar Hilir, Melaka Royal Regalia [BR] Sambor Preikuk [CD] Philipinas: Taals Vlla Peranakan Trail [SG] [MA] Tortuga [PH] Brunei Technology Kalimudan Cultural Preah Vihear Temple [CD] Georgetown [MA] Museum [BD] Village, Sta. Cruz [PH] The Complex of Hue Borobudur Temple [ID] Bagan-Nyaung U [MY] Monuments [VN] 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
  • 16. STRATEGIESTake into account to the marketing strategies [markets, behavior etc]Data inventory and analysis on existing packages, products, marketson 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 bythe governmentsPackages should include at least two for two countries
  • 17. MAIN OUTPUTProduct packages and theme at least 2 countries (e.g Trail of Civilization)Recommendation on supporting productsRecommendation on marketsRecommendation on accessibilitiesRecommendation on HRDOthers
  • 18. WORK PLAN MEMBER STATES ASEANTA ASEAN MARKETING [FOCAL POINTS] Existing packagesTop products recommended by Existing markets Visitors behavior member states Problems related on developing Markets new packagesData on international visitors [number, LOS, receipt]Data on tourism facilities, accessibilities, and markets [existing and expected] CONSULTANTOther products recommended as supporting productsPolicy regulations related to tourism [priority, visa, permits etc] Recommended packages [main and supporting packages] Recommended input policies
  • 19. TERIMAKASIH engtest.net
  • 20. INTERNATIONAL TOURIST ARRIVALS BY REGION - ASIA PACIFIC [MILLION] AAGR [%] AAGR [%] Region 2008 1995-2008 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 3.5Source: PATA, Forecast 2010-2012
  • 21. international visitors in asia PACIFIC 2010 [%] South East Asia North East Asia 18.19% 30.82% Pacific 3.12% South Asia 3.33% Middle East North America 15.57% 28.97%Source: PATA, Forecast 2010-2012
  • 22. ASEAN TOURISM RECEIPT 2010 [USD MILLION] 20,000 17,908.50 15,000 14,500.00 12,868.23 10,000 7,600.00 4,800.00 5,000 2,490.23 1,786.00 53.50 381.60 254.00 0 es re DS m ia ia DR sia r d ma an od es tna po pin lay oP ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhSource: ASEAN Secretary, 2012
  • 23. RATIO NUMBER OF INTERNATIONAL VISITORS : POPULATION 2010 [THOUSAND] 200 194 Total population 591,841.0 Total international visitors 38,932.7 Total ratio 100 : 11 150 100 84 50 39 34 21 14 3 1 3 4 0 es re DS ia m ia DR sia r d ma an od es tna po pin lay oP ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhNumber 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]
  • 24. INTERNATIONAL VISITORS ASEAN 2011 [THOUSAND] 30,000 Total ASEAN 76,940 24,714 22,500 19,098 15,000 10,390 7,650 7,500 6,014 3,917 2,882 1,670 214 391 0 es re DS m ia ia DR sia r d ma an od es tna po pin lay oP ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhSource: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012
  • 25. international visitors in south east asia 2010 [THOUSAND] 30,000 Total intra 34,820.0 Intra Extra 24,577.2 Countries strong for intra Total extra 38,932.7 [33.32%] Total intra + extra 73,752.6 22,500 15,936.4 [21.61%] 15,000 11,638.7 [15.78%] 7,002.9 [9.50%] 7,500 5,049.9 3,520.5 [6.85%] 2,508.3 2513.0 [4.77%] [3.40%] [3.41%] 214.3 791.5 [0.29%] [1.07%] 0 ei s re m ia ia DR sia r d ma ine an un od es tna po lay oP ail an on illip mb Br ga Vie Ma Th La My Ind Sin Ph CaSource: ASEAN Secretary 2011
  • 26. ASEAN TOURISM RECEIPT 2011 [USD MILLION] 30,000 Total ASEAN 68,639 26,256 22,500 18,239 17,990 15,000 7,952 7,500 5,620 2,783 1,683 254 362 73 0 es re DS m ia ia DR sia r d ma an od es tna po pin lay oP ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhSource: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012
  • 27. ASEAN TOURISM RECEIPT PER CAPITA 2011 [USD] 4,000 3,470.3 3,000 2,000 1,000 613.5 646.3 411.0 ASEAN 114.4 112.6 59.3 63.7 33.5 1.2 29.6 0 es re DS ia m dia DR sia r d ma an es tna po pin lay oP o ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhSource: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012
  • 28. TOURISM RECEIPT PERCENT OF GDP 2011 [%] 15.0 15 11 8.2 7.7 7.9 8 6.8 5.4 ASEAN 4.6 4 1.8 1.7 1.1 0.2 0 es re DS ia m dia DR sia r d ma an es tna po pin lay oP o ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhSource: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012
  • 29. NUMBER OF INTERNATIONAL VISITORS PER 100 POPULATION 2011 200.4 200 160 120 87.5 80 Total population 600.2 51.7 Total international 76,940 40 visitors (thousand) 29.9 25.9 19.3 ASEAN 12.8 3.2 4.2 6.8 0.6 0 es re DS m ia ia DR sia r d ma an od es tna po pin lay oP ei ail an on mb ga Vie un ilip Ma Th La My Ind Sin Ca Br PhSource: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012