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 tourTRANSCRIPT

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
Source: ATSP 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
January 2014Review and develop cultural and
heritage packages
January 2013Review and develop cultural and
heritage packages
Source: ATSP 2011-2015

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