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“Indonesia Tourism 2011 ”. SYAMSUL LUSSA Director for Marketing Development Jakarta, 3 September 2010. Ministry of Culture and Tourism Republic Indonesia www.indonesia.travel. TOPICS. GLOBAL ECONOMY vs TRAVEL INDUSTRY .

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Ministry of culture and tourism republic indonesia www indonesia travel

“Indonesia Tourism 2011”

SYAMSUL LUSSA

Directorfor Marketing Development

Jakarta, 3 September 2010

Ministry of Culture and Tourism

Republic Indonesia

www.indonesia.travel


Topics

TOPICS


Global economy vs travel industry

GLOBAL ECONOMY vsTRAVEL INDUSTRY

  • THE GLOBAL ECONOMIC RECOVERY IS UNDERWAY, LEADING TO THE SLOW RETURN OF TRAVEL DEMAND.

  • FOLLOWING THE 2009 DECLINES, GLOBAL ARRIVALS WILL TAKE 3 YEARS TO RECOVER TO PRE-CRISIS 2008 LEVELS.

  • INCOMING TOURIST RECEIPTS WILL LAG BEHIND, TAKING 4 YEARS TO RECOVER IN FULL.


Tourism overview

Tourism Overview

GLOBAL ECONOMIC AND TOURISM PERFORMANCE

% GROWTH 2008 -2014

Source: Euromonitor International / IMF


Tourism overview1

Tourism Overview

REGIONAL PERFORMANCE FOR ARRIVALS

  • Western Europe and North America were hit hard by the crisis. Arrivals will take 5 or more years to recover, as consumers will focus on other priorities over travel.

  • Eastern Europe was by far the worst hit by falling visitors, due to increased competition from Western European city break destinations, as well as suffering from the collapse of SkyEurope, taking capacity out of the market.

  • Middle East and Africa showed growth in arrivals of almost 3% over 2009 - the only region to do so. This was largely due to significant discounting by hotels, increased low cost travel options such as LCCs and budget/mid hotels, coupled with the expansion of its schedule airlines globally.

  • Asia-Pacific suffered in 2009, but is predicted to show good growth in arrivals for 2010 compared to other regions. Solid business development and an increasing reliance on intra-regional visitors helped fuel this progress.

Source: Euromonitor International / IMF


Ministry of culture and tourism republic indonesia www indonesia travel

Source: Euromonitor International / IMF


Global arrivals forecast 2009 2014 volume growth

GLOBAL ARRIVALS FORECAST 2009-2014 (% VOLUME GROWTH)

Source: Euromonitor International / IMF


Market shifts

MARKET SHIFTS

  • Improving transport links and an increasingly wealthy middle class enabled a growing number to travel, both for business and leisure in BRIC countries.

  • Favourable exchange rates in Brazil boosted trips to Europe and the US. Middle East are actively targeting Latin America, such as Emirates increasing its frequency to Sao Paulo and Qatar Airways newly operates route from Doha to Sao Paulo/Buenos Aires, highlighting the appeal of this market.

Source: Euromonitor International / IMF


Ministry of culture and tourism republic indonesia www indonesia travel

MARKET SHIFTS

  • Chinese travellers tend to stay within Asia, as visa restrictions still make travelling further afield difficult for many. China outbound still offers great opportunity for destinations. Chinese consumers enjoy spending on luxury consumer goods in-destination, whilst choosing mid-priced accommodation and transportation.


Ministry of culture and tourism republic indonesia www indonesia travel

MARKET SHIFTS

  • Indian travellers tend to go to countries with which they have long-established connections, such as Singapore, Malaysia, UAE, UK and the US. A raft of new LCC, both domestic and foreign including the local leader SpiceJet and new entrants such as flydubai, facilitated travel to these destinations, with the exception of the US.


Ministry of culture and tourism republic indonesia www indonesia travel

MARKET SHIFTS

  • Whilst outbound travel from Russia declined in 2009, it remains an important source market. The countries of the CIS are traditionally popular destinations for Russians, whilst the wealthy elite opt for the UAE and Western Europe.


Ministry of culture and tourism republic indonesia www indonesia travel

MARKET SHIFTS

  • In a world ever more focused on security and safety for travellers, some countries actively seek visitors that have close links to their own, usually in terms of religion or culture.

  • North African countries, such as Morocco and Tunisia, and Asian countries, such as Indonesia and Malaysia, are focusing on attracting GCC residents, with whom they share a common religious background.

  • Diaspora tourism is also highly resilient to the external shocks of the global economy.


Ministry of culture and tourism republic indonesia www indonesia travel

EMERGING SOURCE MARKETS PERFORMANCE

Source: Euromonitor International / IMF


Forecast outbound 2010 201 4

FORECAST OUTBOUND 2010-2014

Source: Euromonitor, Sep 2009


Forecast inbounds to indonesia

FORECAST INBOUNDS TO INDONESIA


Ministry of culture and tourism republic indonesia www indonesia travel

Target 2010


Key players

KEY PLAYERS

PUBLIK

SWASTA


Related players

RELATED PLAYERS

PUBLIK

SWASTA


Potensi inkorporasi program pemasaran pariwisata 2011

POTENSI INKORPORASI PROGRAM PEMASARAN PARIWISATA 2011


Ministry of culture and tourism republic indonesia www indonesia travel

AIR SEAT CAPACITY vs TARGET MARKET

Source: Ditjen Perhud (compiled), 2010


Internasional airport

INTERNASIONAL AIRPORT

BTH

24

ACH

1

MDN

2

BTH

MDC

TRK

17

4

TNJ

15

PKB

3

5

13

BIK

PTK

14

6

21

PDG

BALIKPAPAN

22

7

20

AMQ

PLB

16

MKS

CGK

8

26

SUB

27

11

DPS

9

25

AMI

23

10

12

18

MKQ

19

KOE

BANDARA INTERNASIONAL :

1. BANDA ACEH7. PALEMBANG13. PONTIANAK19. KUPANG 25. YOGYAKARTA

2. MEDAN8. JAKARTA14. BALAKPAPAN20. AMBON 26. HALIM PK

3. PEKANBARU9. BANDUNG15. TARAKAN21. BIAK 27. SEMARANG

4. BATAM 10. SOLO16. MAKASSAR22. JAYAPURA

5. TANJUNG PINANG 11. SURABAYA17. MANADO23. MERAUKE

6. PADANG 12. DENPASAR18. MATARAM24. SABANG


Ministry of culture and tourism republic indonesia www indonesia travel

NATIONAL AIRLINES

TOTAL DOMESTIC AIR SEAT CAPACITY

73.483.243

Sumber: Ditjen Perhubungan Udara, 2009


Ministry of culture and tourism republic indonesia www indonesia travel

Domestic Performance 2008 - 2009


Ministry of culture and tourism republic indonesia www indonesia travel

Marketing Strategy

CO-MARKETING

SOCIETY-BASED MARKETING

HORIZONTAL MARKETING

Efforts

  • ON-LINE & OFF-LINE ACTIVITIES

  • COMMUNITY ACTUATION

  • REPRESENTATIVE OFFICERS

  • PR-ING

  • DIRECT PROMOTION FACILITATION

  • FAMILIARIZATION TRIP

  • THEMATIC PROMOTION

  • TRAVEL FACILITATIONS

ELECTRONIC-

BASED MARKETING


Program 2011 and beyond

Program 2011 and Beyond


Ministry of culture and tourism republic indonesia www indonesia travel

AUSTRALIA

Target: 620.000

Earning: US$ 897.36 m


Ministry of culture and tourism republic indonesia www indonesia travel

Thank You

www.indonesia.travel


Tourism system

TOURISM SYSTEM

MARKET

MARKETING

TRANSFER

PRODUCT

SOURCE: MILL & MORRISON


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