Jogja 18 september.key

CULTURAL AND HERITAGE TOURISMPRELIMINARY REPORT

PREPARED BYINDONESIA

YOGYAKARTA, 18-20 SEPTEMBER 2012

BRUNEICAMBODIA LAO PDR

INDONESIA

MALAYSIA MYANMARPHILIPPINESSINGAPORETH

AILA

NDVI

ETNA

M

[email protected]

Background

“We live in a wonderful world that is full of beauty, charm and adventure. There is no end to the adventures we can

have if only we seek them with our eyes open.” – Jawaharial Nehru

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

Source: ATSP 2011-2015

“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


CAMBODIA

BRUNEI D

INDONESIA

LAO PDR

MALAYSIA

PHILIPPINES

MYANMAR

SINGAPORE

THAILAND

VIETNAM

Affandi Hj Alias

Ms. Kong Roatlomang

Mr. Hoy Phireak

Mr. Henky Hermantoro

Ms. Anastasia Manuella

Ms. Phonemany Soukhathammavong

Manmeet Singh

Ms. Khin Than Win

Dir. Elizabeth F. Nelle

Ms. Christina Chan

Ms. Wanna Cholpraves

Nguyen Thi Thu Nhan

FOCAL POINTS

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: ATMS, 2012

• The PDWG working group will identify products and experiences that can be packaged together into circuits, clusters and trails in keeping with the ATSP and the marketing strategy

• The PDWG working with the consultant will provide the products and experiences to the MCWG for promotion purposes

• The PDWG and MCWG work together to agree on the specifics of each product and experience. Both working group will consult with the relevant stakeholders and partners

1

2

3

PRODUCT DEVELOPMENT IMPLEMENTATION

The Culture and Heritage

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

CULTURAL AND HERITAGE TOURISMIT’S ABOUT THE QUALITY

IT’S ABOUT THE RESPONSIBILITY

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

Increasing the competitiveness of ASEAN cultural and heritage tourism products

Increasing the number of qualified international visitors and distributing to ASEAN countries proportionally

Increasing the length of stay

Enriching the local culture

Increasing the visitors’ satisfaction as well as communities’ satisfaction

Source: Discussed by Sub Working Group, 2011-2012

STRATEGIES

Increasing the value of cultural and heritage tourism product

Strengthening the interrelations among products related to the cultural and heritage tourism

Increasing the number of qualified international visitors

Distributing international visitors to ASEAN countries proportionally

Intensifying the communication with community

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


COMMUNITY-BASED TOURISM

CRUISE TOURISMRIVER-BASED TOURISM

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

The Concept

ASEAN CULTURAL AND HERITAGE TOURISMA NEW WAY TO SEE TOURISM

BE A GREEN TOURISM, NOT A GREEDY TOURISMLOOKING AT SAUJANA [LANDSCAPE], NOT A SINGLE ATTRACTION

BUYING EXPERIENCE, NOT BUYING PRODUCTSBE INTERACTIVE, NOT PASSIVE

BE A PART OF COMMUNITY

BE CREATIVEBE PROSUMERS

BE RESPONSIBLE


MARKETS

PRODUCTS

The sub working group presents the concept and the story. The packages should be developed

by ASEANTA

The marketing and communication working group is responsible for

finding the markets

Other sub working groups support the cultural and heritage

package: nature based, community based, cruise dan river based

tourism

The quality tourism working group is responsible for improving the

quality of human resource and business environment

Not bring individual products (one country’s responsibility)Products that could bring together in a creative and innovative way to encourage tourists to visit more than one countryUnique products that could identify circuits, clusters, trails, and packages that can be experienced nowhere in the world

WHAT SAYS:

UniqueMarket driven (and market driving)AccessibilityCommunitySustainabilityComparative advantageCreativityFacilitiesEquality

WHAT SAYS:

12

567

8

9

10

11

SUNRISE

13

14

15

16

24

1819

20

21

22

23

SUNSET

มีฝันดีhave a nice dream

selamat mimpi indahcó một giấc mơ tốt đẹpgandang panaginipມ"ຝ$ນງາມ

the valuea new way to see tourism development: from greedy tourism to green tourism

the landscapea new way to see the heritage: from a temple to a cultural landscape heritage

the experiencea new way to travel: from buying products to buying experience

the appreciationa new way to travel: from exploitation to responsible tourism

the knowledgea new way to travel: from stagnation [passive] to creativity [interactive]

the appreciationa new way to travel: appreciation to local lives

the funa new way to travel: from pleasure to enrichment and wellness

The ‘Package’

WHAT WE “HAVE”

Creativity based tourism Community based tourism

Cultural tourism

Archeotourism

Edutourism

Natural tourism

Gastrotourism Heritage tourism

...”Multi-destination itineraries can be based on product combinations (e.g. city plus beach or mountain

resort); thematic content (e.g. cultural heritage

trails); or the journey itself (e.g. self-drive, rail and cruise holidays)...”

Source: ATMS, 2012

•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]

•Products created by other sub working group

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

THE IDEA

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•Promotion

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

MEMBER STATES[FOCAL POINTS] ASEANTA ASEAN MARKETING

CONSULTANT

•Commercial packages [main and supporting packages]

ASEANTA

The Schedule

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


2012 • The mass-market is targeted wit a special emphasis on China and India• The experiential and creative market begin to be developed

• The experiential and creative promotional process is introduced and expanded

• The adventure and business markets begin to be developed

• Major emphasis on the business traveler• Adventure tourism promotion is launched

• Seniors and extended stay market is targeted with an initial promotional inititative

2013

2014

2015

Source: ATMS, 2012.

MAIN SCHEDULE

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

ANALYSISAND

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

July2012

August2012

Source: Indonesia’s presentation in Malaysia, May 2012

REPORT 1

PRELIMINARYREPORT

FINALREPORT

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

•ASEANTA•Member states•MCWG•PDWG

•ASEANTA•B2B meeting

•Data: Focal points•Other SWG•Other WG

THANK YOUขอขอบคุณคุณ

SALAMATCẢM ƠN BẠN

TERIMAKASIH

asmaliana.com [email protected]

photos courtesy to sita laretna and google.com

Jogja 18 september.key

Business

working group

market forces

supporting

regional corridors

develop packages

member states

buying products

greedy tourism