The document discusses cultural and heritage tourism development in ASEAN countries. It provides definitions of cultural tourism and heritage tourism. The objectives of developing cultural and heritage tourism in ASEAN are outlined, which include increasing the number of qualified international visitors, distributing visitors proportionally among ASEAN countries, and increasing benefits to communities and environments. The ASEAN Tourism Strategic Plan for 2011-2015 is summarized, which includes the vision, strategic directions, and activities related to developing regional cultural and heritage tourism products and packages. Work plans, outputs, and strategies for developing cultural and heritage tourism packages involving at least two ASEAN countries are also presented.

1. BRUNEICAMBODIAINDONESIA
THAILANDVIETNAM
LAO PDRMALAYSIA
MYANMARPHILIPPINESSINGAPORE
DISKUSI PENGEMBANGAN PAKET WISATA
Jogja, 10 September 2012
CULTURAL AND HERITAGE TOURISM
HENKY HERMANTORO
KEMENTERIAN PARIWISATA DAN EKONOMI KREATIF

2. Brunei
Vietnam Cambodia
Thailand Indonesia
Singapore Laos PDR
Philippines Malaysia
Myanmar

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

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.”

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. CULTURAL AND HERITAGE TOURISM
THE DEFINITION
Related contemporary and
heritage to lifestyle, history, art,
architecture, culinary, social and
political systems, religions,
beliefs, etc, that shape people’s
CULTURAL Travel directed toward
experiencing local traditions,
way of life TOURISM
CULTURAL AND arts, knowledge, and heritage
while respecting the host
HERITAGE community and its surrounding
TOURISM environment (tangible and
Related to natural, cultural HERITAGE intangible, included natural
(tangible and intangible) and
TOURISM resources)
cultural landscape resources
Source: From many sources, 2012

8. OBJECTIVES
CULTURAL AND HERITAGE TOURISM
Increase number of qualified international visitors and visiting more than 1
country [at least 2 countries]
Distribute international visitors to ASEAN countries proportionally
Develop experiential and creative regional/sub regional circuits and packages
Increase benefit to community and environment
Increase the value of culture and heritage
Increase the value of environment
Increase visitors’ satisfaction as well as communities’ satisfaction
Source: Discussed by Sub Working Group, 2011-2012

9. 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

10. 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

11. WORK SCHEDULE
REPORT PREMINILARY REPORT FINAL
1 REPORT 2 REPORT
June July August October November
2012 2012 2012 2012 2012
ANALYZIS
DEVELOPING
DATA INVENTORY AND
PACKAGES
RECOMMENDATION
• photos
• Map of tourists facilities •ASEANTA •ASEANTA
and accessibilities •Member states •Member states
• Products distribution and •ASEAN Statistics •Marketing Communication •Regional meeting
[September 2012]
facilities
•Others •Others
• 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

12. 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

13. MARKET FORCES: experiential travel interest
Culinary Cutural Community-based Urban Eco Volunteer
Health tourism Spas
tourism tourism tourism tourism tourism tourism
Marine-based
tourism
•Supporting products [member states]
• Could be other products [e.g. rural homestays, heritage city,
agro tourism, cultural landscape, etc]
ANGKOR WAT • Main regional products[member states’ top products]
BOROBUDUR
AYUTTHAYA
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

14. 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.

15. 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

16. STRATEGIES
Take into account to the marketing strategies [markets, behavior etc]
Data inventory and analysis on existing packages, products, markets
on the cultural and heritage tourism and other related regulations
[accessibilities, facilities etc] to support the packages (accessibilities,
promotions etc)
Indicating new products related the packages that need to be interfered by
the governments
Packages should include at least two for two countries

17. MAIN OUTPUT
Product packages and theme at least 2 countries (e.g Trail of Civilization)
Recommendation on supporting products
Recommendation on markets
Recommendation on accessibilities
Recommendation on HRD
Others

18. WORK PLAN
MEMBER STATES
ASEANTA ASEAN MARKETING
[FOCAL POINTS]
•Existing packages
•Top products recommended by •Existing markets •Visitors’ behavior
member states •Problems related on developing •Markets
new packages
•Data on international visitors
[number, LOS, receipt]
•Data on tourism facilities,
accessibilities, and markets
[existing and expected] CONSULTANT
•Other products recommended as
supporting products
•Policy regulations related to
tourism [priority, visa, permits etc] •Recommended packages [main and supporting packages]
•Recommended input policies

19. TERIMAKASIH
engtest.net

21. INTERNATIONAL TOURIST ARRIVALS BY REGION - ASIA PACIFIC
[MILLION]
AAGR [%] AAGR [%]
Region 2008
1995-2008 2007-2008
North East Asia 104.7 7.4 0.4
South East Asia 61.8 6.2 3.7
Pacific 10.6 2.1 -0.9
South Asia 11.3 7.9 4.6
North America 98.4 1.5 3.3
Middle East 52.9 11.0 11.4
Total 339.7 5.2 3.5
Source: PATA, Forecast 2010-2012

22. international visitors in asia PACIFIC 2010 [%]
South East Asia
North East Asia 18.19%
30.82%
Pacific
3.12%
South Asia
3.33%
Middle East
North America
15.57%
28.97%
Source: PATA, Forecast 2010-2012

23. ASEAN TOURISM RECEIPT 2010 [USD MILLION]
20,000
17,908.50
15,000 14,500.00
12,868.23
10,000
7,600.00
4,800.00
5,000
2,490.23
1,786.00
53.50 381.60 254.00
0
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Source: ASEAN Secretary, 2012

24. RATIO NUMBER OF INTERNATIONAL VISITORS : POPULATION 2010
[THOUSAND]
200 194
Total population 591,841.0
Total international visitors 38,932.7
Total ratio 100 : 11
150
100
84
50 39
34
21
14
3 1 3 4
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Number means, for instance, Brunei has ratio of 39 visitors every 100 people, and Singapore has ratio of 194 visitors every 100 people [more than its people]

25. INTERNATIONAL VISITORS ASEAN 2011 [THOUSAND]
30,000
Total ASEAN 76,940
24,714
22,500
19,098
15,000
10,390
7,650
7,500 6,014
3,917
2,882
1,670
214 391
0
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Ma
Th
La
My
Ind
Sin
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Br
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Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012

26. international visitors in south east asia 2010 [THOUSAND]
30,000
Total intra 34,820.0 Intra Extra
24,577.2 Countries strong for intra
Total extra 38,932.7 [33.32%]
Total intra + extra 73,752.6
22,500
15,936.4
[21.61%]
15,000
11,638.7
[15.78%]
7,002.9
[9.50%]
7,500 5,049.9
3,520.5 [6.85%]
2,508.3 2513.0 [4.77%]
[3.40%] [3.41%]
214.3 791.5
[0.29%] [1.07%]
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Br
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Ma
Th
La
My
Ind
Sin
Ph
Ca
Source: ASEAN Secretary 2011

27. ASEAN TOURISM RECEIPT 2011 [USD MILLION]
30,000
Total ASEAN 68,639
26,256
22,500
18,239 17,990
15,000
7,952
7,500
5,620
2,783
1,683
254 362 73
0
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DR
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Ma
Th
La
My
Ind
Sin
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Br
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Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012

28. ASEAN TOURISM RECEIPT PER CAPITA 2011 [USD]
4,000
3,470.3
3,000
2,000
1,000
613.5 646.3
411.0
ASEAN 114.4
112.6 59.3 63.7
33.5 1.2 29.6
0
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Ind
Sin
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Br
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Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012

29. TOURISM RECEIPT PERCENT OF GDP 2011 [%]
15.0
15
11
8.2
7.7 7.9
8 6.8
5.4
ASEAN 4.6
4
1.8 1.7
1.1
0.2
0
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DR
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ga
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Ma
Th
La
My
Ind
Sin
Ca
Br
Ph
Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012

30. NUMBER OF INTERNATIONAL VISITORS PER 100 POPULATION 2011
200.4
200
160
120
87.5
80
Total population 600.2
51.7
Total international
76,940
40 visitors (thousand)
29.9
25.9
19.3 ASEAN 12.8
3.2 4.2 6.8
0.6
0
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Source: WEF. The ASEAN Travel and Tourism Competitiveness Report 2012