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ASEAN now is working for cultural and heritage tourism.
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CULTURAL AND HERITAGE TOURISMPRELIMINARY REPORT
PREPARED BYINDONESIA
YOGYAKARTA, 18-20 SEPTEMBER 2012
BRUNEICAMBODIA LAO PDR
INDONESIA
MALAYSIA MYANMARPHILIPPINESSINGAPORETH
AILA
NDVI
ETNA
M
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
Source: ATSP 2011-2015
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
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: ATSP 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
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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
CULTURAL AND HERITAGE 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
CULTURAL AND HERITAGE TOURISM
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:
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567
8
9
10
11
SUNRISE
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14
15
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24
1819
20
21
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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
January 2014Review and develop cultural and
heritage packages
January 2013Review and develop cultural and
heritage packages
Source: ATSP 2011-2015
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