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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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slide1

“Indonesia Tourism 2011”

SYAMSUL LUSSA

Directorfor Marketing Development

Jakarta, 3 September 2010

Ministry of Culture and Tourism

Republic Indonesia

www.indonesia.travel

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

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

slide9

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.
slide10

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.
slide11

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.
slide12

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.
slide13

EMERGING SOURCE MARKETS PERFORMANCE

Source: Euromonitor International / IMF

forecast outbound 2010 201 4
FORECAST OUTBOUND 2010-2014

Source: Euromonitor, Sep 2009

key players
KEY PLAYERS

PUBLIK

SWASTA

related players
RELATED PLAYERS

PUBLIK

SWASTA

slide20

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 ACEH 7. PALEMBANG 13. PONTIANAK 19. KUPANG 25. YOGYAKARTA

2. MEDAN 8. JAKARTA 14. BALAKPAPAN 20. AMBON 26. HALIM PK

3. PEKANBARU 9. BANDUNG 15. TARAKAN 21. BIAK 27. SEMARANG

4. BATAM 10. SOLO 16. MAKASSAR 22. JAYAPURA

5. TANJUNG PINANG 11. SURABAYA 17. MANADO 23. MERAUKE

6. PADANG 12. DENPASAR 18. MATARAM 24. SABANG

slide22

NATIONAL AIRLINES

TOTAL DOMESTIC AIR SEAT CAPACITY

73.483.243

Sumber: Ditjen Perhubungan Udara, 2009

slide25

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

slide27

AUSTRALIA

Target: 620.000

Earning: US$ 897.36 m

slide28

Thank You

www.indonesia.travel

tourism system
TOURISM SYSTEM

MARKET

MARKETING

TRANSFER

PRODUCT

SOURCE: MILL & MORRISON

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