Only

2 of 10 have ever heard

about Southeast Asia: feel the

warmth tourism branding

8 of10are more familiar with

Malaysia truly Asia campaign

Have you ever seen this picture?

Did you know that there are only 37 UNESCO

Heritage listed in ASEAN region ?

Who is tourism stakeholders in ASEAN?

Logical framework
Problem

Needs

Lack of brand
awareness

Promotion
tools

Unrevealed
Paradise

More
awareness

Lack of
engagement
with
stakeholders

More
engagement

Impact

Longterm goal

Higher
demand on
tourism in
ASEAN

Benchmark
for strategic
planning in
tourism

Higher
capacity on
tourism
service
provider

Efficient and
contributive
tourism
network

Policy Recommendation
One: Collaboration of stakeholders

Click: Use ICT tools for utilizing tourism

promotion

Proposed Prototype

Implementation Timeline Plan

Activity
Stakeholders
engagement

OneClick Apps
development

Evaluation and
Improvement

Year 1

Year 2

Year 3

- Networking events for tourism stakeholders

- Working group for thematic tourism
and smartphone apps

Consultation for technical preparation

Apps contest and Judging process
Apps development
Apps launching and publication

- First phase evaluation

- Feedback gathering
- Apps improvement

Why this policy is possible to be

implemented?

Not a start from scratch policy

www.aseantourism.travel
Destination Europe 2020 Conference

Benefit

Cost < benefit of this policy

$2,28
Billion

$1,84
Billion
Cost

Implementing this policy should also be

realistic

Possible Enablers and Barriers

Team Anambas

Raisa Annisa
Data Analyst, Vice
President Office,
Republic of Indonesia

Sani Novika
Analyst in Ministry of
Tourism, Republic of
Indonesia

Avina Nadhila Widarsa

Junior Consultant, GIZ
Competition Policy and
Law in ASEAN

thank

YOU!

Appendix

Policy Options
ASEAN Policy
Leverage

Level of
Enforceability

Timeliness

Stakeholder
Urgency

Rebranding

Policy
harmonization

Tourism service
worker capacity
enhancement

ICT utility for

promotion

Promoting
thematic
tourism

Stakeholder
engagement

Survey results
Have Ever Heard "Malaysia, Truly
Asia" Campaign

Country of Origin
140
130
120
110
100
90
80
70
60
50
40
30
20
10
0

Indonesia
Malaysia
Thailand
Singapore
Phillipines

No
18%
Yes
82%

China

Rep. of Korea

Have Travelled Minimum 2 Countries

in ASEAN
No
12%

Have ever heard "ASEAN, Feel the

Warmth"
Yes
14%

Yes
88%

No
86%

Survey results
Reason to come to travel SEA

Feature for integrated apps they wished

REVIEW

EASY TO TRAVEL

100

MAPS

ATTRACTIVE DESTINATION

103

FLIGHT AND ACCOMMODATION

BOOKING
INFORMATION ABOUT TOURISM
DESTINATION
40

60

80

100

120

17

CHEAP COST

130

20

67

INVITATION FROM FRIENDS

94

82

140

104
0

20

40

60

80

100

120

Stakeholder Engagement
Interest area on thematic tourism

High

Importance

ASEAN
Secretariat

Low

Ministry of
Tourism/
NTOs

ASEAN Secretariat
Ministry of
Tourism

Tourism Service
Provider
Traveling
community

Travel community
Tourism service
provider
- Hotel
association
- PATA
- Sectoral
tourism
provider

Media

Influence

Stakeholders

High

Media

Regulation

Market
Expansion

Service
quality

Publicatio
n

Supporting
Infrastructure

Cost and Benefit on Implementing this policy

Component
Economic cost
Operational cost on networking event
Operational cost on working group for thematic tourism
Operational cost on publication for apps competition

USD
$
$
$

Operational cost on Apps competition

100 tourism destination

will be explored
3 years policy
implementation
Stable economic growth

PV
73,227.89 $
219,683.66 $
43,936.73 $

67,013.89
201,041.67
40,208.33

73,227.89 $

67,013.89

Implementation cost on apps development

Cost for evaluation

$
$

138,915.00 $
41,674.50 $

127,126.90
38,138.07

Operation cost on networking secretariat

Social cost

2,012,256,000.00

$
$

1,841,499,294.88
-

more solid waste

$
$

500,000.00 $
2,013,346,665.66 $
$

457,570.83
1,842,497,408.46
-

Net benefit

Increased income for the thematic destination

2,494,800,000.00

2,283,095,411.75

Intangible benefit

Benefit from sponsors on tourism networking event

Benefit from sponsors on apps competition
Benefit from sponsors on apps development

$
$
$

87,873.46 $
29,291.15 $
27,783.00 $

80,416.67
26,805.56
25,425.38

$
$
17,574.69 $

16,083.33

16,000.00 $
14,645.58 $
2,494,993,167.89 $
$

14,642.27
13,402.78
2,283,272,187.73
440,774,779.27

Total Cost
Economic benefit

Increased contribution to the region's GDP (rural)

Social benefit
Increased awareness on tourism destination publicity

encouragement of languages and cultural exchange

Other volunteer possibilities
Total benefit

$
$
$
NPV

Cost < Benefit

Involvement of
stakeholders
Engagement with youth
and travel enthusiast
Language and cultural
exchange
Volunteer possibilities

Our logical framework

Problem

Needs

Lack of brand
awareness

Promotion
tools

Unrevealed
Paradise

More
awareness

Lack of
engagement
with
stakeholders

More
engagement
with
stakeholders

Intervention

Output

Outcome

Impact

Conducting
competition
to build
smart apps

Smartphone
apps
promoting
thematic
tourism in
ASEAN

Higher
People
download and demand on
thematic
utilize
tourism in
smartphone
apps for tourism ASEAN
activity in ASEAN More hidden
paradise are
explored

Creating
networking
event for
gathering
stakeholders

ASEAN
thematic
tourism
network

More
stakeholder
engage in the
network

Higher
capacity on
tourism
service
provider

Longterm
goals
Benchmark
for strategic
planning in
tourism
recent trends

Efficient and
contributive
thematic
tourism
network