• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Jogja 18 september.key
 

Jogja 18 september.key

on

  • 612 views

ASEAN now is working for cultural and heritage tourism.

ASEAN now is working for cultural and heritage tourism.

Statistics

Views

Total Views
612
Views on SlideShare
612
Embed Views
0

Actions

Likes
0
Downloads
24
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Jogja 18 september.key Jogja 18 september.key Presentation Transcript

    • BRUNEICAMBODIAINDONESIA THAILANDVIETNAM LAO PDRMALAYSIA MYANMARPHILIPPINESSINGAPORECULTURAL AND HERITAGE TOURISM PRELIMINARY REPORT PREPARED BY INDONESIA YOGYAKARTA, 18-20 SEPTEMBER 2012 henyhermantoro@yahoo.com
    • “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 NehruBackground
    • 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.
    • ATSP 2011-2015 ASEAN 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 goalsSource: ATSP 2011-2015
    • ASEAN TOURISM STRATEGIC PLAN 2011-2015 VISION “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.”Source: ATSP 2011-2015
    • 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
    • FOCAL POINTS Affandi Hj Alias Ms. Khin Than WinBRUNEI D MYANMAR Ms. Kong Roatlomang Dir. Elizabeth F. NelleCAMBODIA PHILIPPINES Mr. Hoy Phireak Mr. Henky Hermantoro Ms. Christina ChanINDONESIA SINGAPORE Ms. Anastasia Manuella Ms. Phonemany Soukhathammavong Ms. Wanna CholpravesLAO PDR THAILAND Manmeet Singh Nguyen Thi Thu NhanMALAYSIA VIETNAM
    • 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
    • PRODUCT DEVELOPMENT IMPLEMENTATION 1 • 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 2 • The PDWG working with the consultant will provide the products and experiences to the MCWG for promotion purposes 3 • 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 partnersSource: ATMS, 2012
    • The Culture and Heritage
    • CULTURAL AND HERITAGE TOURISM THE DEFINITION Related contemporary and heritage to lifestyle, history, art, Travel directed toward architecture, culinary, social and experiencing local political systems, religions, beliefs, etc, that shape people’s CULTURAL traditions, arts, TOURISM way of life CULTURAL AND knowledge, and HERITAGE heritage while respecting Related to natural, cultural HERITAGE TOURISM the host community and (tangible and intangible) and TOURISM its surrounding environment cultural landscape resources (tangible and intangible, included natural resources)Source: From many sources, 2012
    • CULTURAL AND HERITAGE TOURISM IT’S ABOUT THE QUALITY IT’S ABOUT THE RESPONSIBILITY
    • OBJECTIVES CULTURAL 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’ satisfactionSource: Discussed by Sub Working Group, 2011-2012
    • STRATEGIESIncreasing the value of cultural and heritage tourism productStrengthening the interrelations among products related to the cultural andheritage tourismIncreasing the number of qualified international visitorsDistributing international visitors to ASEAN countries proportionallyIntensifying the communication with community
    • 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
    • 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: Modified from Indonesia’s presentation, Laos 2011 and ATMS 2012. ASEAN’s top products as proposed by member states in Brunei 2012.
    • 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: Taal’s 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
    • The Concept
    • ASEAN CULTURAL AND HERITAGE TOURISM A NEW WAY TO SEE TOURISM BE A GREEN TOURISM, NOT A GREEDY TOURISM LOOKING AT SAUJANA [LANDSCAPE], NOT A SINGLE ATTRACTION BUYING EXPERIENCE, NOT BUYING PRODUCTS BE INTERACTIVE, NOT PASSIVE BE A PART OF COMMUNITY BE CREATIVE BE PROSUMERS BE RESPONSIBLE
    • The marketing and communication working group is responsible for finding the markets The quality tourism working group is responsible for improving the quality of human resource and business environment MARKETSCULTURAL AND HERITAGE TOURISM PRODUCTS The sub working group Other sub working groupspresents the concept and the story. support the cultural and heritageThe packages should be developed package: nature based, community by ASEANTA based, cruise dan river based tourism
    • WHAT SAYS:Not bring individual products (one country’s responsibility)Products that could bring together in a creative and innovative way toencourage tourists to visit more than one countryUnique products that could identify circuits, clusters, trails, andpackages that can be experienced nowhere in the world
    • WHAT SAYS:UniqueMarket driven (and market driving)AccessibilityCommunitySustainabilityComparative advantageCreativityFacilitiesEquality
    • 12 11 1310 149 15 8 16 7 5 6 SUNRISE
    • have a nice dream 24 มีฝันดี 23 selamat mimpi indah có một giấc mơ tốt đẹp gandang panaginip22 ມ"ຝ$ນງາມ21 20 19 18 SUNSET
    • 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”
    • Natural tourism Cultural tourismCreativity based tourism Community based tourism ArcheotourismEdutourism Gastrotourism Heritage tourism
    • ...”Multi-destination itineraries can be based on productcombinations (e.g. city plus beach or mountainresort); thematic content (e.g. cultural heritagetrails); or the journey itself (e.g. self-drive, rail andcruise holidays)...”Source: ATMS, 2012
    • MARKET FORCES: experiential travel interest Culinary Cutural Community-based Urban Eco Volunteer Health tourism Spas tourism tourism tourism tourism tourism tourism Marine-based tourism THE IDEA •Supporting products [member states] •Could be other products [e.g. rural homestays, heritage city, agro tourism, ANGKOR WAT cultural landscape, etc] •Products created by other sub working group BOROBUDUR AYUTTHAYA •Main regional products [member states’ top products]MARKET 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
    • WORK PLAN MEMBER STATES ASEANTA ASEAN MARKETING [FOCAL POINTS] •Existing packages •Visitors’ behavior •Existing markets •Markets •Problems related on developing •Promotion•Top products recommended by new packages member states•Data on international visitors [number, LOS, receipt]•Data on tourism facilities, CONSULTANT accessibilities, and markets [existing and expected]•Other products recommended as •Recommended packages [idea of main and supporting packages] supporting products •Recommended input policies•Policy regulations related to tourism [priority, visa, permits etc] ASEANTA •Commercial packages [main and supporting packages]
    • The Schedule
    • 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
    • MAIN SCHEDULE • The mass-market is targeted wit a special emphasis on China and India 2012 • The experiential and creative market begin to be developed • The experiential and creative promotional process is introduced and expanded 2013 • The adventure and business markets begin to be developed • Major emphasis on the business traveler 2014 • Adventure tourism promotion is launched 2015 • Seniors and extended stay market is targeted with an initial promotional inititativeSource: ATMS, 2012.
    • •Data: Focal points •Other SWG •ASEANTAWORK SCHEDULE •Other WG •B2B meeting REPORT PRELIMINARY REPORT FINAL 1 REPORT 2 REPORT June July August October November 2012 2012 2012 2012 2012 ANALYSIS DEVELOPING DATA INVENTORY AND PACKAGES RECOMMENDATION • photos • Map of tourists facilities •ASEANTA •ASEANTA •ASEANTA and accessibilities •Member states •Member states •Member states • Products distribution and •ASEAN Statistics •Marketing Communication •MCWG facilities •Others •Others •PDWG • Products’ profile 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: Indonesia’s presentation in Malaysia, May 2012 PS: Need feedbacks from member states for Report 1 and Report 2. Report 3 is a Final Report
    • TERIMAKASIH ขอขอบคุณคุณ THANK YOU asmaliana.com henkyhermantoro@yahoo.com CẢM ƠN BẠN SALAMATphotos courtesy to sita laretna and google.com