ASEAN now is working for cultural and heritage tourism.

1. BRUNEICAMBODIAINDONESIA
THAILANDVIETNAM
LAO PDRMALAYSIA
MYANMARPHILIPPINESSINGAPORE
CULTURAL AND HERITAGE TOURISM
PRELIMINARY REPORT
PREPARED BY
INDONESIA
YOGYAKARTA, 18-20 SEPTEMBER 2012
henyhermantoro@yahoo.com

2. “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
Background

3. ASEAN COMMUNITY
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.

4. 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 goals
Source: ATSP 2011-2015

5. 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

6. ASEAN Tourism Cooperation Organizational Structure
Source: 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

7. FOCAL POINTS
Affandi Hj Alias Ms. Khin Than Win
BRUNEI D MYANMAR
Ms. Kong Roatlomang Dir. Elizabeth F. Nelle
CAMBODIA PHILIPPINES
Mr. Hoy Phireak
Mr. Henky Hermantoro Ms. Christina Chan
INDONESIA SINGAPORE
Ms. Anastasia Manuella
Ms. Phonemany Soukhathammavong Ms. Wanna Cholpraves
LAO PDR THAILAND
Manmeet Singh Nguyen Thi Thu Nhan
MALAYSIA VIETNAM

8. 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 DEVELOPMENT
Source: ATSP 2011-2015

9. 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
partners
Source: ATMS, 2012

10. The Culture and Heritage

11. 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

12. CULTURAL AND HERITAGE TOURISM
IT’S ABOUT THE QUALITY
IT’S ABOUT THE RESPONSIBILITY

13. 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’ satisfaction
Source: Discussed by Sub Working Group, 2011-2012

14. 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

15. MARKETING AND
COMMUNICATION WORKING
GROUP
NATURE-BASED TOURISM
ATSP 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

16. ASEAN BEST
THEMES 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.

17. 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

18. The Concept

19. 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

20. 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
MARKETS
CULTURAL AND HERITAGE
TOURISM
PRODUCTS
The sub working group
Other sub working groups
presents the concept and the story.
support the cultural and heritage
The packages should be developed package: nature based, community
by ASEANTA based, cruise dan river based
tourism

21. WHAT SAYS:
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 country
Unique products that could identify circuits, clusters, trails, and
packages that can be experienced nowhere in the world

22. WHAT SAYS:
Unique
Market driven (and market driving)
Accessibility
Community
Sustainability
Comparative advantage
Creativity
Facilities
Equality

23. 12
11 13
10 14
9 15
8 16
7 5
6
SUNRISE

24. have a nice dream
24 มีฝันดี
23 selamat mimpi indah
có một giấc mơ tốt đẹp
gandang panaginip
22 ມ"ຝ$ນງາມ
21
20
19
18
SUNSET

25. the value
a new way to see tourism development: from greedy tourism to green tourism

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

27. the experience
a new way to travel: from buying products to buying experience

28. the appreciation
a new way to travel: from exploitation to responsible tourism

29. the knowledge
a new way to travel: from stagnation [passive] to creativity [interactive]

30. the appreciation
a new way to travel: appreciation to local lives

31. the fun
a new way to travel: from pleasure to enrichment and wellness

32. The ‘Package’

33. WHAT WE “HAVE”

34. Natural tourism Cultural tourism
Creativity based tourism Community based tourism Archeotourism
Edutourism Gastrotourism Heritage tourism

35. ...”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

36. 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
tourism
Source: Market forces developed from ATMS, 2012. Supporting products will be proposed by member states as agreed in Malaysia, May 2012

37. 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]

38. The Schedule

39. 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 packages
Source: ATSP 2011-2015

40. 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 inititative
Source: ATMS, 2012.

41. •Data: Focal points
•Other SWG •ASEANTA
WORK 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 • Others
Source: 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

42. TERIMAKASIH ขอขอบคุณคุณ
THANK YOU
asmaliana.com henkyhermantoro@yahoo.com
CẢM ƠN BẠN SALAMAT
photos courtesy to sita laretna and google.com