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CONCEPT PAPER – Global Development Alliance
Submitted by: P.T. GreenworksAsia Indonesia (GWA), P.T. Giri Putih Mandiri (idGuides),
The Nature Conservancy Indonesia (TNC), P.T. Daemeter Consulting (Daemeter)
A. Indonesia’s Tanah Air Ecotourism Alliance
B. Overall Objective of Alliance
The overall objective of the Alliance is to contribute to Indonesia’s biodiversity conservation, low
emission development strategies and sustainable development through competitive ecotourism.
The alliance aims to strengthen Indonesia’s ecotourism competitiveness through the standardization
and integration of ecotourism development, management, marketing and stewardship.
C. Amount of Funding requested from USAID $ 4,000,000
D. Value of Private Sector Resource Contributions $ TBC
Private sector contributions will be a combination of:
1. In kind contribution in form of alliance members’ time, expertise and office facilities/overheads
2. Corporate partners who have expressed interest in ecotourism development
E. Description of Proposed Alliance
National and local development planning in Indonesia needs a way to integrate natural capital into its
economic development strategy. To successfully achieve the green economy paradigm shift, Indonesia
must find a way to sustainably utilize its rich biodiversity and ecosystem services as economic assets.
Ecotourism now has a central role to play in the new green economy. Indonesia must find a way to
capitalize on the unprecedented growth in global tourism demand for authentic, experience-based
ecotourism, in particular for responsible wilderness and cultural adventures for which Indonesia is
optimally suited and yet relatively untapped. To compete in this global market attracting tourists and
investors, Indonesia will need to showcase and sustain its unique “Tanah Air” archipelago destination
brand, and providers will need to deliver high-quality product and service, safely, with positive impact.
Four organizations - GreenworksAsia, idGuides, Daemeter Consulting and The Nature Conservancy
Indonesia – form the Alliance, a unique private sector-NGO partnership combining technical expertise
and experience in green investment, ecotourism, development planning and conservation.
The Alliance will focus on strengthening Indonesia’s ecotourism competitiveness, the first program to
specifically and directly address key ecotourism investment, development and management challenges.
Over 3 years, the Alliance will develop and pilot an independent standards and certification framework
geared for Indonesia, support 5-10 ecotourism ventures to build business plans linked to standards and
progress through certification, and unify these through a common brand, integrated certification and
marketing online platform. Indonesia will be in a stronger position to deliver high-quality ecotourism
products and services which have positive impact, and promote Indonesia as a competitive destination
to jump-start responsible tourism revenues to finance and incentivize biodiversity conservation.
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E1. The Alliance’s program objectives are as follows:
1. Develop a set of independent Ecotourism Standards to build guaranteed product quality,
service, safety and positive impact.
2. Develop and support 5-10 ecotourism venture pilot sites where comprehensive business plans
are developed to increase competiveness, and to demonstrate and test the applicability and
effectiveness of the standards and certification framework.
3. Create a new parent organization (eg Tanah Air Ecotourism Standards and Certification
Organization) to support and coordinate the newly developed standards and certification
framework. The parent organization will administer and implement the standards and
certification, helping communities and companies to develop and sustain competitive
ecotourism ventures. The organization will also integrate individual ecotourism projects as a
common brand into a common platform to improve access to markets and to secure the
accountability of the standards.
4. Develop a web-based platform for the Tanah Air Ecotourism Standards and Certification
Organization, that provide local communities and businesses with access to continuous
technical support and capacity building through which they can reach the standards set and get
officially certified. The web-based platform will also function as a marketing tool to link
ecotourism ventures (organization members) in Indonesia to the global market.
E2-3. Figure 1. Outcomes, Activities and Expected Results
Objectives/
Outcomes
Activities Expected Results
1. Develop a set
of Independent
Ecotourism
Standards
1. Review of existing Indonesian and international
standards and certifications
A benchmark-report outlining
gaps and existing models relevant
to Indonesia is completed
2. Expert meeting including main stakeholders for
ecotourism standards in Indonesia
Recommendations for ecotourism
standards in Indonesia is recorded
3. Draft framework for the standards and
certification process and progression
A draft (living document) Tanah
Air Ecotourism Standards and
Certification Framework is
completed
4. Regular workshops to incorporate lessons learned
from pilot sites in the standards framework
The framework draft is revised
twice during the second year
5. Capacity building plan, training modules and
standards auditing for the framework developed
Capacity building plan and
Training modules are developed
6. Multi-Stakeholder seminar to communicate the
finalized framework
Ecotourism framework is
finalized
2. Develop 5-10
ecotourism pilot
sites where
comprehensive
business models
are built to
increase
1. Defining the selection criteria and creating
inventory of potential ecotourism destinations and
sites
Selection criteria and inventory of
destination and sites are
established
2. Selection of Pilot sites based on inventory review
and selection criteria
5 to 10 Pilot sites are selected
3. Establish Baselines for destination and sites A baseline study report covering
Social, Environmental, and
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competiveness
and to
demonstrate and
test the
applicability and
effectiveness of
the standards
and certification
framework
Economic indicators is developed
4. Development of pilot site business plans and
certification plan (baseline and needs assessment pr.
site - product, capacity, training, marketing)
5 to 10 business plans are
developed, 5 to 10 certification
plans are developed
5. Support to Implementation of the certification
plan via ongoing, technical assistance, capacity
building, training workshops
Pilot certification plans are
implemented
6. Impact survey An impact survey report
measuring changes against the
baseline indicators is produced
3. Create a new
parent
organization to
support and
coordinate the
developed
Standards and
Certification
framework
1. Review best organizational model for governance
and management
Suitable organizational model
identified
2. Develop business plan for the Tanah Air
Ecotourism Standards and Certification
Organization
A business plan is developed
A branding and marketing plan is
developed
3. Selection and training of facilitator and assessor
pool
Batch 1 Facilitators and Assessors
are trained by the end of the 1st
year, and second batch before the
last quarter of the program (ready
for pilots and project end)
4. Setup of Tanah Air Ecotourism Standards and
Certification Organization
Staff is hired, The organization is
legally registered, A strategic
work plan is developed
5. Testing certification process at all pilot sites Certification process in pilot
site(s) are tested
6. Review and adjust certification process based on
lessons learned from tests
Certification process adjusted
according to lessons learned from
pilot testing
4. Develop a
web-based
platform for the
standards parent
organization
1. Outline purpose and functionality for the website Website design and functionality
are outlined
2. Build and test website with current pilot projects
content
Website is developed and tested.
Initial functionality tested.
3. Populate website with pilot information as
certification progresses
Content on website with ongoing
updates in uploaded
4. Develop website allowing organizations and
companies to register for certification, membership
and disseminate ecotourism destination information
The website is on-line
5. Implement the marketing plan for the Tanah Air
Ecotourism Standards and Certification
Organization
The marketing plan is
implemented
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E2-3. Figure 2. Implementation Timeline – 10 Key Milestones
Start of program 0 months
Milestone 1 A draft (living document) Tanah Air Ecotourism Standards and
Certification Framework is completed
4 months
Milestone 2 5 to 10 Pilot sites are selected 4-6 months
Milestone 3 Batch 1 Facilitators and Assessors are trained 8-12 months
Milestone 4 A business plan for the Tanah Air Ecotourism Standards and
Certification Organization is developed
12 months
Milestone 5 5 to 10 Pilot business and certification plans are developed 18 months
Milestone 5 The Tanah Air Ecotourism Standards and Certification
Organization is legally registered
24 months
Milestone 6 Organization Platform website is on-line 24-36 months
Milestone 7 The Organization marketing plan is implemented 30 months
Milestone 8 Batch 2 Facilitators and Assessors are trained 33 months
Milestone 9 5-10 Pilot sites certified 35-36 months
Milestone 10 Impact survey report completed 36 months
End of program (3 Years) 36 months
E4. The roles and responsibilities of the core partners
GreenworksAsia Indonesia (GWA)
Roles: The party responsible for project management and business planning, which includes project
and investment risk mapping and risk management analysis. GWA ensures that the ecotourism sites are
economically viable as well as marketable.
idGuides
Roles: The party responsible project management and technical advisory related to ecotourism
development and management, as well as overseeing the development of the ecotourism standards and
certification processes including capacity building plans and training modules. idGuides ensures that
the standards and certification process developed are applicable and effective.
Daemeter Consulting (Daemeter)
Roles: The party responsible for project management and technical advisory related to establishing
baselines and measuring social and environmental impact, GIS mapping of potential ecotourism sites,
for business engagement, sustainability-related communications, and for online platform development.
The Nature Conservancy Indonesia (TNC)
Roles: The party responsible for project management, supporting development of community-based
ecotourism standards and overseeing local community engagement and education. TNC is also
responsible for marketing the ecotourism sites to potential investors, and ensures that ecotourism
contributes towards biodiversity conservation.
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E5. Sustainability at end of program
The Standards Organization – Tanah Air Ecotourism Standards and Certification Organization
The developed business plan for the standard and certification organization will be based on the most
suitable funding mechanism to ensure that the organization is financially sustainable drawing from
successful experiences from certifying bodies like Rainforest Alliance, TIES (The International
Ecotourism Society), PADI, and FSC etc.
The Tanah Air Ecotourism Standards and Certification Organization developed and established in the
program will generate revenues through for example membership fees to cover its own operational
expenses while attracting private funding and donations for further ecotourism development.
The Pilots
The program pilots will at the end of the program have gone through the certification process and as a
result have a fully developed business plan to implement in the years after the program ends. As fully
certified members of the standards organization, the pilots are now part of the organization’s platform
where all members, new and old can benefit from ongoing marketing, capacity development, and
technical assistance to ensure sustainability of the implementation of the individual business plans.
E6. How the proposed alliance will clearly and significantly contribute to achieving a USAID
Mission, Bureau or Independent Office’s specific strategic objectives or priorities;
USAID’s Country Development Cooperation Strategy 2014-2018 “Invest in Indonesia” presents an
assistance framework for a stronger, self-reliant Indonesia. The approach is to address key constraints
to development through technical assistance, capacity-building, technology and ideas for innovation
and reform.
The Tanah Air Ecotourism Alliance will oversee Indonesia’s first comprehensive program directly
addressing key constraints to Indonesia’s ecotourism competitiveness. The Alliance will focus on
strengthening standards and integrating ecotourism ventures through a common brand and certification
platform. The 3 year aim is to build the foundation to attract both investors and tourists, unlocking
ecotourism’s potential as a key pillar of Indonesia’s green economy, creating green jobs in rural
community economies and incentivizing biodiversity conservation.
The Alliance will most significantly and clearly contribute to Development Objective 3, Global
Development Priorities of Mutual Interest Advanced, specifically; Intermediate Result 3.2. “Marine
and Terrestrial Biodiversity Conserved”, Sub-Intermediate Result 3.3.1. “Sustainable economic values
advanced” and Sub-Intermediate Result 3.3.1. “Threats to biodiversity reduced”; and to Intermediate
Result 3.3.“Climate Change Mitigation and Resilience to support a Green Economy Strengthened”,
Sub-Intermediate Result 3.3. “Low carbon land use and forest stewardship enhanced”.
The Alliance aims to focus ecotourism activities and piloting efforts in landscapes, communities and
institutions which are likely to have been supported through previous and ongoing USG development
programs, for example through USAID’s IFACS and IMACS Program, TFCA Sumatra and
Kalimantan, and other development partner, government, civil society and private sector program
initiatives for green economy, sustainable landscapes and biodiversity conservation.
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E7. How the collaboration with the private sector will increase the reach, efficiency, effectiveness
or sustainable impact of USAID’s development assistance.
Tourism is one of the world’s largest industries accounting for approximately 11% of global GDP, with
sustainable tourism sub-sector – including ecotourism – growing 20% annually since 1990s.1
Harnessing Indonesia’s ecotourism potential requires alignment of private sector investment resources,
tourism industry standards and business know-how with development assistance. The objective is to
enable, scale and unify Indonesia’s community-based ecotourism businesses, cooperatives, and
associations.
F. Private Sector Engagement
Three of the Alliance members - GreenworksAsia, idGuides, Daemeter Consulting - are Indonesia-
registered private sector companies with solid track record of Indonesia expertise developing and
implementing green investment, ecotourism and professional guides training, and sustainable
development. The Alliance was formed by these private sector companies specifically to address and
provide solutions to key problems they, and industry colleagues, identified as preventing Indonesia
ecotourism from attracting investors and tourists on the scale that it should be – i.e. a) lack of a
standards framework, capacity support and common marketing platform for quality, safety and positive
impact, and b) the proliferation of micro-macro ecotourism ventures independently trying to access
markets. Contact information for Alliance members is listed in Supporting Information, section II.C.
G. USAID Engagement
This alliance has not yet engaged in a formal discussion with the USAID mission in Jakarta Indonesia.
H. Monitoring and Evaluation Approach
An evaluation of outcome achievements will be conducted each year of the program. Key assumptions
and risks will be evaluated and reviewed key stakeholders.
Quantitative and qualitative LFA indicators will be measured and analyzed annually to assess
achievements at the Immediate Objective and Output level. A Monitoring and Evaluation Specialist
will assist the implementation team in measuring and analyzing performance indicators.
A baseline and impact survey of the specific landscapes and communities impacted by and engaged in
the ecotourism ventures will help evaluate the impact of the program on key environmental, social, and
economic indicators.
A bi-weekly coordination meeting with all alliance members will allow to routinely monitor progress
against timeline and early identification of risks and bottlenecks.
1 UN Report (2010) The Contribution of Tourism to Trade and Development. UNCTAD; in Tourism and Conservation:
Sustainable Models and Strategies (2011) USAID and Global Sustainable Tourism Alliance.
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II. SUPPORTING INFORMATION
A. Proposed Estimated Cost and Cost Breakdown
To support the implementation of this program, the alliance is proposing a budget of in total
4.000.000 $ consisting of 30% for overhead and 65% for budget activities, 5% contingency.
Overhead 30% $ 1,200,000
Activities 65% $ 2,600,000
Contingency 5% $ 200,000
Total: $ 4,000,000
Activities cost breakdown by outcome
Outcome 1: Ecotourism Standards $ 100,000
Outcome 2: Pilots $ 2,000,000
Outcome 3: Tanah Air Ecotourism Standards and Certification Organization $ 300,000
Outcome 4: Website and Platform $ 200,000
Total: $ 2,600,000
B. Letter(s) of Support, Intent or Commitment from Core Private Sector Partner(s)
Please see the Alliance Members’ Letter of Association, attached.
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C. Contact Information for All Proposed Partners
idGuides: (P.T. Giri Putih Mandiri / idGuides)
Name : Krystyna Krassowska
Title : Technical Advisor, Co-
Founder
Email : [email protected], [email protected]
Phone : +62 857 1447 3854
Experience: idGuides is an Indonesia-based ecotourism
consultancy and expedition provider, specializing in
sustainable wilderness adventures and SAVE tourism,
professional guides training and wilderness risk management.
Notable ecotourism development support projects include
Responsible Tourism Assessment Leuser Aceh (USAID
IFACS), Papua Community Ecotourism Business support for
PT Adventure Carstensz and Raja Ampat Homestay
Association (DFID/UKCCU LCDP), its own idGuides Sentul
“Easy Escape Jakarta” community ecotourism project
successful with the Jakarta market, and international schools
community-based expeditions for sustainability education.
GreenworksAsia: (P.T. GreenworksAsia / GWA)
Name : Agnes Safford
Title : President Director
Email : [email protected] Phone : +62 815 974 1823
Experience: GWA has conducted multiple carbon emission
reductions projects in Indonesia primarily in climate finance
and sustainability advisory. Notable projects include: advising
United Kingdom Climate Change Unit (UKCCU) on palm oil
sustainability. GWA is also providing advisory services to key
Development agencies at national and local levels to develop
Green Growth planning and monitoring tools, making a
detailed analysis of PPP regulatory framework in Indonesia
and policy recommendations to projects such as Balikpapan’s
Monorail Project.
The Nature Conservancy Indonesia
Name : Sapto Handoyo Sakti
Title : External Affairs Director
Email : [email protected], [email protected]
Phone : +62-21-7279 2043
Experience: The Nature Conservancy Indonesia has worked in
various conservation projects in different parts of the country,
including but not limited to Berau REDD Demonstration
project, RAFT (Responsible Asia Forestry and Trade) in an
initiative together with several forest conservation
organizations with funding from the Australian government.
Daemeter : (P.T. Daemeter Consulting)
Name : Neil Franklin
Title : Director of Corporate
Sustainability
Email : [email protected]
Phone : +62 251 8336 973
Experience: Daemeter is an Indonesia and USA sustainable
development consultancy working with Governments, NGOs
and the private sector. Recent projects include conservation
management planning (USAID IFACS), forestry investment
promotion (AFD/DFID), provincial green economic
development (GGGI), safeguards information web platform
(GIZ/MoFor), landscape HCV assessments (CPI), biodiversity
assessments (various), social and environmental management
(various), sustainable palm oil (RSPO, KADIN/IPOP),
investment due diligence (MNC banks), and promotion of
sustainable tourism (RI/Norwegian Governments).
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D. Resource Contributions Table
Following future discussions with USAID Jakarta, the Alliance will be able to determine and confirm
the resource contributions and provide further input for the table below.
The Alliance seeks to build support from additional Indonesian and international corporate partners
expressing interest in ecotourism development in Indonesia. A number of companies have already
expressed interest to either join the Alliance or contribute resources to individual ecotourism venture
pilot sites.
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PARTNER RESOURCE CONTRIBUTIONS TO THE ALLIANCE
Use this table to list and briefly describe the projected resources to be contributed by each of the partners to the alliance. Please list
business contributions first, foundation contributions second, then any other private sector partner contributions. Contributions from
other types of partners should be listed after the private sector contributions have been listed. Please note that only the resources provided
by entities defined as “Private Sector” under the GDA APS are potentially eligible to be counted toward the private sector resource
requirement.
(TO BE CONFIRMED)
Partner Name Partner Type Cash
Contribution
In-Kind
Contribution
Total Description / Comment
Full name of partner Business, Foundation,
NGO, Higher Education
or Research Institution,
Public Sector, Other
In US$ In US$ Total of previous
two columns
Brief comments on nature,
purpose of private sector
contributions
PT GreenworksAsia
Indonesia (GWA)
Business
TBC
TBC
TBC
PT Giri Putih Mandiri
(idGuides)
Business
TBC
TBC
TBC
PT Daemeter
Consulting
Business
TBC
TBC
TBC
The Nature
Conservancy
Indonesia
NGO
TBC
TBC
TBC
Tbc
i
The present agreement comes to force with the signatr.re ofthe parties,
Established in Jakarta on the 16th of February 2015
For PT GREENWORKSASIA INDONESIA FoTPT GIRI PUTIH MANDIRI
FoT THE NATURE CONSERVANCYINDONESiA
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SaffordDireclor
IGreenWorksAsia-
FoT PT DAEMETER CONSULTING
Aisyah SileuwPresident Director
Rizal Algamar "
Country Director
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