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C O NTENTS
UNWTO World Tourism Barometer
UNWTO Statistics Capacity Building Programme for the Asia Pacific Region
KOREA MICE EXPO 2010
The Upcoming UNWTO Knowledge Network Kick-off Meeting
3
rd
Meeting of Vietnam-Japan Tourism Cooperation
1
st
UN MDGs Forum at the National Assembly of the Republic of Korea
OECD Conference for Korean Cuisine in Tourism International and Local Perspective
12
th
Session of China International Travel Mart
Special Report: Tourism and Poverty Elimination
Destination Report: Iran - The Land of Civilized Friendly People
Sustainable Tourism Development Success Stories: Malaysia, Returning
to Nature for Our Future
Focus on Tourism Policy - Indonesia: Tourism Development in Bali, Indonesia
Focus on Tourism Policy - Republic of Korea: "1
st
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I nt er nat i onal Tour i st Ar r i val s back at
2008 pr e- cr i si s peak l evel
uring the first eight months of 2010, the number
of international tourist arrivals exceeded the
record achieved in the same period of the pre-crisis year
2008. Based on monthly and/or quarterly data for 150
destination countries, the number of international
tourist arrivals worldwide between January and August
2010 was estimated at 642 million. This figure is some
40 million more than in same months of 2009 (+7%)
and one million more than in the same period of the
record year 2008. Based on current trends, international
tourist arrivals are projected to increase in the range of
5%-6% over the full year.
An analysis of monthly growth trends since the beginning
of 2010 confirms that May was the best month (+11%),
following a disappointing April (+2%) when demand was
negatively affected by the suspension of flights due to the
ash clouds from Iceland's erupting volcano.
However, July and August, the traditional high-season
months of the Northern Hemisphere, set new records,
attracting 112 million and 108 million international
arrivals respectively. These figures represented an extra 8
million arrivals over arrivals in the peak year 2008, and
12 million more compared with the crisis year 2009.
Inbound Tour i sm: shor t- ter m tr ends 2010
Results are positive in all world regions. Emerging
economics, however, continue to lead the way, growing
through August at a rate of 8% compared with 5% for
advanced economies. Although recovery is still lagging in
parts of Europe and the Americas, many destinations are
already showing real growth and setting new records.
Asia and the pacific have once again shown resilience
and a strong capacity for recovery. The region was caught
quite early and suddenly by the economic crisis but was
also the first to show signs of recovery, posting an
impressive 14% growth in international arrivals through
August 2010. Most destinations have registered double-
digit growth rates, many even above 20%.
Most countries have so far only reported receipts and
expenditure data for the first half of 2010. As is common
occurrence during recovery periods, international
tourism receipts continue to lag somewhat behind
arrivals in tourism expenditure from the major source
markets. Following major travel disruptions, volume
4
UNWTO World Tourism Barometer
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5 UNWTO Asia Pacific Newsletter Vol.21
(arrivals) tends to recover faster than income (receipts),
as competition is tougher and suppliers try hard to
contain prices, and travellers tend to travel closer to
home, for shorter periods of time, and seek to value for
money. Given this, many stakeholders are still hurting
from the two year downturn and are endeavoring to
preserve operating costs whilst focusing primarily on
business markets that offer higher returns.
Consistent with previous occasions, such as after the
9/11 attacks in 2001 and the SARS outbreak in 2003,
tourism has again confirmed a strong capacity for recovery.
Following a decline of 4% in international tourist arrivals
in 2009, the sector is showing real growth and is expected
to beat previous records by the end of 2010.
The positive trend during 2010 has been reflected in the
steady rise of the UNWTO's Tourism Confidence Index.
Throughout the year, the evaluation of recent travel activity
consistently exceeded forecasts given four months prior. A
clear majority of the members of the UNWTO Panel of
Experts evaluated the past eight months of 2010 as "better"
or "much better". The rating of prospects for the period
September-December has also further improved, and is up
for the fifth consecutive period. Confidence is now up to
the level seen before the crisis in 2007.
So far the rebound in arrivals numbers has turned out to
be stronger than initially anticipated. In a normal year,
international tourist arrivals in the first eight months of
the year usually account for about 70% of the yearly total.
The 50 countries that have already reported September
data, together with the air transport data, clearly point to
another sound month. For the last quarter of the year the
pace of growth is expected to slow down, as it compares
with an already positive last quarter of 2009. Based on
current projections, international tourist arrivals are
anticipated to increase by 5%-6% for the full year of
2010, thus exceeding 2009's total by some 45 million to
50 million and even improving on the record, pre-crisis
2008 count by 5 million to 10 million.
In 2011, growth is expected to continue at a more
moderate pace. The first assessment for 2011 points an
increase in international tourist arrivals in the range of 4%
to 5%, somewhat above the long-term average of 4%.
Gr owth i n 2011 wi l l j ust exceed the l ong-
ter m tr end
The faster than expected recovery of tourism demand has
led the UNWTO to revise its forecast for the full year 2010.
In 2011, growth is expected to slow down, but to remain
slightly above the long-term average rate of 4%. This
outlook reflects the fast recovery of international tourism
figures during 2010 as well as the return to economic
growth in emerging and most established source markets.
In 2011, the world's output growth is expected to be
reasonably strong for emerging markets and developing
countries at 6.4%, and to be more moderate, at 2.2%, in
advanced economies. A further increase in unemployment
may undermine economic growth in advanced economies and
this would reduce tourism demand from established markets.
For 2011, the UNWTO forecasts international tourist
arrivals to increase slightly above the long-term rate. Asia
will continue to lead growth, which is expected to be
largely driven by a revitalized intra-regional demand.
Much of the performance of tourism in 2011 will
depend on the level of recovery of advanced economies
in general and labor markets in particular, as the lever for
their inbound business and leisure travel.
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Asi a and the Paci f i c

International tourist arrivals in Asia and the Pacific have
risen at double the world average rate so far this year.
Every single destination in Asia (excluding Oceania) for
which the UNWTO has 2010 data reports growth, and
very few are content with single-digit increases. These
large increases in arrivals partly represent a recovery from
the negative figures recorded in 2009. But in many
countries arrivals are running at new all-time highs and
Asia's tourism overall undoubtedly shows real growth.
The UNWTO estimates that international arrivals in
the first eight months of the year in Asia and the Pacific
were up 14%. North-East Asia recorded an increase of
16%, while the respective growth was 14% in South Asia
and 13% in South-East Asia. Comparatively, in Oceania
growth remains more modest, at 6%, although here too
there was an improvement in the last four months.
Throughout the region, business and leisure travel has
been boosted by increased intra-regional trade flows,
improving consumer sentiment and a release of pent-up
demand - demand which was represented in 2009, not
just by the worl d economic downturn and weak
consumer confidence, but also by fears about the H1N1
epidemic, which were particularly strong in Asia.
In June, the Barometer reported a reversal in tourism
trends for the Republic of Korea: in much of 2009 the
exchange rate of the Korean won was extremely low, causing
a huge inflow of holidaymakers and shoppers into Korea
from China, Japan and other Asian countries (at a time
when travel to most other destinations was falling rapidly),
but a collpase in outbound travel. In 2010, the Korean Won
has been stronger than in previous periods, in principle
encouraging outbound travel and discouraging inbound.
Nevertheless, arrivals were up 13% through September. The
explanation lies partly in the strength of local economies,
and partly in the appreciateion of the Japanese yen this year,
offsetting the strength of the won in the Republic's largest
market. This is confirmed by reports that inbound business
travel is stronger than inbound leisure travel.
Pr ospects
Asia's remarkable growth requires longer evidence to
decree a return to the boom years, although double-digit
increases in arrivals in most countries points in this direction.
The key fact is that most destinations weathered the crisis
relatively well and showed recovery since Q4 2009, hence
posting real growth to date. This reinforces the impression
that during the 2004-2007 economic boom, that Asia was
yet to approach internal limits on demand or supply. The
sudden downturn in 2008-2009, triggered by the spike in
commodity prices in mid-2008, which constrained
disposable incomes in the region and raised transport costs,
aggravated by the worldwide financial and economic crisis
as well as fears about the H1N1 epidemic, in hindsight
looks very much like a temporary blip. However, it
certainly also could be seen as a warning sign that growth
does not come automatically and that business needs to be
developed sustainably. Admittedly, responses from experts
in the region show there remains some nervousness about
the fragility of the recovery in Asia. All said, however, there
is little reason to expect a double-dip. The risk is greater in
the USA or Europe, but a renewed downturn there would
be unlikely to have much impact on Asia and the Pacific
and neither Europe nor the USA is contributing very
much to the current growth in Asian tourism.
Nevertheless, as the elements of recovery and repressed
demand are exhausted, growth rates will ease back. And
since the recovery in Asia was well underway in Q4 2009,
the nominal growth rates, calculated on the same period a
year earlier, will for a while fall back even faster.
Source: UNWTO World Tourism Barometer, Volume 8, No. 2, October 2010
6
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Provisional data
YTD: Year to date, variation of months with data available compared with the same period of the year. The (sub)regional totals are approximations for the whole
(sub)region based on trends for the countries with data available
TF: International tourist arrivals at frontiers (excluding same-day visitors)
VF: International visitor arrivals at frontiers (tourists and same-day visitors)
(1) Foreign arrivals throught thirteen selected Ports of Entry
(2) Air arrivals only
(Data as collected by UNWTO August 2010) Source: World Tourism Organization (UNWTO)
8
he Statistics Capacity Building Programme for the
Asia-Pacific region (2010-2011) is organized jointly by
the UNWTO, the Australian Department of Resources,
Energy and Tourism, and the Ministry of Economy
Development of New Zealand. Additionally the program is
put forth in cooperation with UNESCAP, the Ministry of
Tourism and Sports of Thailand, the National Statistical
Office of Thailand and the Department of Tourism of
Philippines.
The 1st Workshop was held in Bangkok, Thailand from
November 22
nd
-26
th
. There will be a 2
nd
workshop schedule
in Manila, Philippines and a regional seminar with back-to-
back workshops held in Bankok, Thailand.
The fourteen countries selected to participate in this
programme are : Cambodia, China, Fiji, Hong Kong
(China), India, Indonesia, Japan, Macao (China),
Malaysia, Maldives, Philippines, Republic of Korea,
Thailand and Vanuatu. The objective of the Statistics
T
UNWTO Statistics Capacity Building Programme
for the Asia Pacific Region
1
st
Workshop in Bangkok, Thailand
Bangkok, Thai l and, 22-26 November 2010
UNWTO Statistics Capacity Building Programme for Asia-Pacific Region
Capacity Building Programme is to contribute to national
developments of tourism statistics - and additionally, to the
sustainability of the Tourism Satelite Account (TSA)
project. The programme is designed for officials of
National Tourist Administrations (NTA), National
Statistical Offices (NSO) and Central Banks (CB) of Asian
countries.
Backgr ound and Outcomes of SCBP
The success of the Tourism Satellite Account (TSA)
Project as designed and promoted by the UNWTO,
along with the significant development of various
national Systems of Tourism Statistics (STS) throughout
the region would not have been achieved without the
determination of many National Tourism
Administrations (NTAs) and National Statistical Offices
(NSOs). It has been absolutely necessary to strengthen
this leadership and for that purpose, the UNWTO
considered it an urgent priority to develop a capacity
building programme that would enable a selected
number of countries to enlarge their national STS and
the preparation of TSA experimental exercises.
The more general outcome of this new Programme was
the achievement of the main objectives of the UNWTO
Agenda for 2010 concerning statistical information. This
document, submitted to the UNWTO General Assembly
(Dakar, Senegal, 28 November - 2 December 2005),
identifies the following expected results and performance
indicators regarding statistics:
Two-thirds of members countries using United Nations

tourism statistics standards;
Two-thirds of the countries of the world regularly

providing statistical data for the Compendium of Tourism
10
Statistics;
One-third of member countries having a TSA compliant

with United Nations standards;
One-third of member countries publishing significant

data on employment in tourism, within the framework of
the UNWTO/ILO cooperation;
One-third of member countries engaged in improving

knowledge of the "travel" item of the balance of
payments, within the framework of the UNWTO/IMF
cooperation.
There were additional specific outcomes to be achieved,
based on existing UNWTO material and guidelines. In
particular:
Documenting available statistics and administrative

records to be used for measuring tourism activity and
macroeconomic analysis of tourism;
Identifying how the present measurement of non-resident

visitors can be improved;
Developing a set of macroeconomic indicators, in order

to have a first estimate of the overall contribution of
tourism in the national economy.
1
st
Wor kshop i n Bangkok, Thai l and
The workshop was comprised of several sessions which
were devoted to the discussion of System of Tourism
Statistics, Domestic Tourism Statistics, Outbound Tourism
Statistics, Inbound Tourism Statistics and Group
Discussions.
Starting with an "Overview of the System of Tourism
Statistics in Australia and New Zealand", the System of
Tourism Statistics session stimulated many relevant
discussions. Mr. Timothy Quinn from the Tourism
Participants from Member States of Asia-Pacific attending the workshop
Division, Department of Resources, Energy and Tourism,
Australia and Mr. Bruce Bassett from the Ministry of
Economic Development, New Zealand opened the session.
Following the presentation by the Australian Tourism
Authority and New Zealand's Tourism Ministry, Mr.
Maitree Buddhawong and Mr. Mongkon Wimonrat from
Department of Tourism, Thailand presented its case titled
"Thailand's System of Tourism Statistics." Next, the
delegates from each participating country delivered a
presentation on the state of their domestic tourism
statistics. Lastly, the Philippines' National Tourism
Administration presented on the use of domestic tourism
statistics.
On the second day, each participating country gave a
5-minute presentation on their state of outbound
tourism statistics. Domestic Tourism Statistics was the
main topic for the morning session. Mr. Timothy
Quinn, Manager of Australian Department of Resources,
Energy and Tourism and Mr. Bruce Bassett, Research
Manager of New Zealand's Ministry of Economic
Development made suggestions on the Collection of
Domestic Tourism Statistics in Australia and New
Zealand and their governments' use of Domestic
Tourism Statistics. Additionally, "Outbound Tourism
Statistics" was a key topic for afternoon session. Mr.
Quinn and Mr. Bassett made presentations about
measuring outbound tourism and government use of
outbound tourism statistics in Australia and New
Zealand. Finally, Mr. John Koldowski, Pacific Asia Travel
Association, made concl usions based on prior
presentations that PATA analyzed in the Asia Pacific
region.
Participants shared their thoughts regarding the issue,
"Inbound Tourism Statistics" on the third day. Each
participating group gave country condensed presentations
on the topic followed by discussion. India's National
Tourism Administration also added their case studies related
to inbound tourism statistics. After the morning session, Mr.
Quinn and Bassett addressed the format for collecting data
on inbound tourism and governmental use of inbound
tourism statistics in Australia and New Zealand.
Group discussions continued on the last day of workshop.
Mr. Stan Fleetwood, UNWTO Consultant opened
preliminary to Group Discussions and three separate
discussions for NTAs, NSOs and Central Banks followed
afterwards. Three group discussions focused on each groups'
role in tourism statistics and relations with the other groups.
Lastly, "Documenting National System of Tourism
Statistics" and "Formulating Government Policy using
Statistics" were conducted.
Fur ther Steps and Recommendati ons
30 of the 37 countries' participants completed
evaluation forms. Based on the results of evaluation
questionnaire on the workshop, twelve of these were
from National Tourism Administrations, 16 were from
Central Banks or National Statistical Offices, 1 was from
an Intergovernmental Organisation/Institution and 1
was from a University/Research Institute.
Overall, the responses were extremely positive, the great
majority of responses being "Excellent" or "Good". A small
number of "Fair" responses were received while no "Poor"
responses were received to any of the questions. A number of
positive and negative comments were additionally provided.
Some critiques related to including greater focus in the
workshops on methodological issues and to hearing more
practical experiences from other countries.
12
he KOREA MICE EXPO 2010 (KME 2010) held
at the COEX Convention and Exhibition Center is
Korea's biggest MICE industry exhibition. According to
the Union of International Association (UIA), Korea is
now ranked 11
th
globally in the number of international
meetings held. From the year 2000 - 2009 meetings in
South Korea increased three fold - from 104 meetings to
347. This year's event hosted over 300 international and
domestic buyers providing networking opportunities for
MICE professionals from neighboring countries; including
Japan, Singapore, and Hong Kong.
Pl enar y Sessi on
The plenary session entitled "Meet the Future of
MICE" identified the changes taking place in each sector
of the MICE Industry and contemplated suitable
responses. Panelists presented their insights on the future
of the industry, spotlighting essential elements for growth
and advancement. Mr. Rohit Talwar, CEO of Fast Future
Research delivered the first keynote speech on the future
of business events. In the second keynote speech, Mr.
Martin Sirk, CEO of ICCA emphasized the importance
of forecasting future and shared his outlook on the future
of MICE.
Seoul MICE For um
In today's fast-changing business environment, it is not
always easy to make accurate predictions for the future.
However, thorough consideration of the different aspects of
MICE and their factors of influence could create successful
strategies, avoid potential risk factors, and boost
competitiveness.
With these objectives, the Seoul MICE Forum
comprised eight sessions entailing the following three
Seoul , Republ i c of Kor ea, 23-25 November 2010
T
categories of discussion: Smart MICE, Integrated MICE
and MICE Greenomics.
The Smart MICE 1 session focused on technological
changes in each field of the MICE industry, such as
facilities, PCOs and DMOs. Among the issues discussed
was the influence of technological advances on the future
of the industry and specific measures to utilize such
advances. In the Smart MICE 2 session, the use and
potential adoption of networking technologies, for
example, such WebEx, Webinar and video conferencing
was examined. Some debate arose from this discussion
pertaining technol ogy potential l y hindering
opportunities for face-to-face conferences. Contrarily,
the perspective that the promotion of use of technology
could diversify conference organizations and operational
aspects, thus enhancing profits was also highlighted.
Lastl y, in the Smart MICE session, participants
investigated how future technology could be integrated
into Destination Marketing; one of the key areas of the
MICE industry.
Currently, many countries endeavor to create MICE
complexes by utilizing complex development
Plenary Session for the Seoul MICE Forum
Welcome Reception
Seoul MICE Forum
Panel Discussion
Plenary Session for the Symposium of Korea Convention Society
14
methodologies in order to maximize the impact of the
industry. Integrated MICE 1 session examined various
facilities and DMOs to determine the needs and
competiveness of MICE complexes. Next, in Integrated
MICE session 2, participants were given a demonstration
of recent technology as well as foreign equipment (i.e.
A/V equipment) that was currently unavailable in Korea.
There was great potential for the MICE industry to
build links with other industries, such as in the field of
environmental protection. The MICE Greenomics session
examined the efforts for preservation of the environment in
the industry and how to use green policies for profitable
business strategies. In the second MICE Greenomics
session, experts presented domestic and foreign examples of
strategies to utilize environmental action plans from the
industry.
Symposi um of Kor ea Conventi on Soci ety
In this second plenary session, speakers and panelists
concentrated on creative l eadership for MICE
professionalism. This session was co-oraganized by Korea
Convention Society. In the age of innovation, creative
expertise and leadership skills are essential across all
industries in order to succeed. As such, this session
reviewed desired qualifications for academics and
working professionals as well as trends and changes in
the MICE industry. The session also dealt with the type
of measure necessary to gain expertise and how such
tactics can be utilized. In the first keynote speech, Dr.
Chulwon Kim, President of Korea Convention Society
pointed out the significance of creative leadership for
MICE professionalism with an innovative perspective in
this paradigm shifting time. By analyzing research
findings taken by more than 200 employees in MICE
industry, Dr. Jeong-mi Son, Professor of Korea Tourism
College delivered her presentation regarding creative
leadership for MICE professionalism in the following
speech. After the plenary session, the educational
sessions continued as a sub-session for the Symposium of
Korea Convention Society. Numerous schol ars,
researchers, and experts from both public and private
tourism sectors discussed and developed ideas to
implement marketing strategies and innovative policies
for the future of the MICE industry.
Dr. Chulwon Kim, President of Korea Convention Society delivers
an opening speech at the plenary session.
Symposium of Korea Convention Society
Symposium of Korea Convention Society
he members of the UNWTO Knowledge Network
(UNWTO.Know), a worldwide community of
innovative knowledge institutions, universities and other
public and private organizations dedicated to furthering
tourism know-how, will come together for the first time at
the Network's kick-off meeting, held in the context of the
International Tourism Trade Fair, FITUR 2011 (Madrid,
Spain, 19 January). UNWTO.Know is also a worldwide
web of innovation institutions and centers willing to work
collaboratively to set and put into use research and
knowledge management standards on tourism policy,
governance, and operations. The network's scope includes
scientific and technological, business, and governmental
organizations, programs and projects.
From its inception, in the autumn of 2010, the
UNWTO.Know has already enlisted some 80 members
worldwide; they will be working as UNWTO Knowledge
Institutions, UNWTO Strategic Centres, and UNWTO
Tourism Think-Tanks. The UNWTO Knowledge Network
Kick-off Meeting will be the first opportunity for existing
and prospective members of the network to meet personally
and establish principle operative links.
The meeting, to be opened by the UNWTO Secretary-
General, and jointly organized with FITUR, will debate the
role of innovation and knowledge management in tourism;
present the ongoing research of Network members; and
provides an invaluable opportunity for members to meet in
person and discuss future collaboration.
On this occasion, several lines of research on innovation
will be presented by UNWTO. Know members from the
Americas, Asia-Pacific, and Europe. The overview of
development's in innovation and new uses of technology are
introduced to foster creativity and discussion for future
action and collaboration. Participants will also be able to
introduce themselves and briefly express their strategic
perspectives on innovation as it relates to the field of
tourism.
UNWTO.Know is a new initiative designed to support the
UNWTO and its Member States in all matters concerning
science, technology, innovation and knowledge management
related to tourism. 81 institutions from 34 countries have
become members of the Network; forming a community of
knowledge in all matters related to tourism policy, governance
and practices which directly contributes to the
competitiveness, sustainability, development of the sector.
UNWTO Knowledge Network is pleased to welcome its
existing and prospective members to the Kick-off Meeting
January 19, 2011. If you have not already completed your
registration for this key meeting please do so via our
registration system. While the meeting is mainly directed
towards current members of UNWTO.Know, prospective
members, as well as representatives of UNWTO Member
States, are welcome to attend.
The Upcoming UNWTO Knowledge
Networking Kick-off Meeting
Madr i d, Spai n, 19 Januar y 2011
T
16
UNWTO Speci al Sessi on
he 3
rd
meeting of the Vietnam-Japan Tourism
Cooperation was held at the Silk Path Hotel in Hanoi,
Vietnam on Thursday, November 11th 2010. The meeting
was presided by the Vietnam National Administration of
Tourism (VNAT) and the Minister of Land, Infrastructure,
Transport and Tourism. In total, 26 participants, (13 from
each country) along with the Executive Director from the
Asia-Pacific Tourism Exchange Center (APTEC) which
supports the UNWTO Regional Support Office for Asia
and the Pacific attended.
Ms. Hoang Thi Diep, Vice Chairperson - VNAT,
emphasized that the discussion of increasing the number of
international tourists both in Japan and Vietnam was highly
significant to this meeting during the opening remarks. This
was followed by Mr. Maeda Ryuhei of the Minister of Land,
Infrastructure, Transport and Tourism, Japan who defined
current and future goals of the "Visit Japan" campaign. He
also mentioned the Visit World Campaign (VWC) which is
aimed at expanding tourism from Japan to the 'world' which
includes Vietnam as one of the target destinations.
The Cooperation between Japan and Vietnam has been
making steady progress. Japan is considered as an important
tourism market for Vietnam and the number of Japanese
international tourists is expected to increase further in the
future. A Vietnamese delegate presented tourist arrival
figures of Vietnam. The majority of visitors are arriving from
Northeast Asia, the ASEAN countries, China and Japan
(which ranked fourth). She also mentioned that the
Vietnamese tourism industry created one million jobs and
has become an important sector for job opportunities.
VNAT also expressed interest in establishing Vietnam
Tourism Representative Offices in Japan to better promote
their country and requested a call for cooperation of Japan.
A Japanese delegate stated that the decreasing population
in Japan was a critical matter for the nation with regards to
its domestic tourism, and that effective communication with
visitor markets countries would be pivotal in vitalizing its
tourism impact. A presenter from the Japan Association of
Travel Agents (JATA) mentioned that JATA would
formulate a basic plan on tourism for Vietnam such as
promoting their sustainable development and developing
stronger marketing within the Japanese travel agencies.
The establishment of the Vietnam Tourism Representative
Offices in Japan along with promoting marine, cultural and
eco-tourism in Vietnam, were examined during the
discussion. Japan proposed that Vietnam share several
strategies in order to attract more Japanese tourists after
analyzing provided data of the Japanese tourism trend. The
two countries deepened their commitment for collaboration
in and will seek to expand cooperation to help flourish their
respective tourist industries flourish.
Source: APTEC
3
rd
Meeting of Vietnam-Japan Tourism Cooperation
Hanoi , Vi et nam, 11 November 2010
T
The 3rd Meeting of Vietnam-Japan Tourism Cooperation
n November 11, 2010, the 1
st
Millennium
Development Goals (MDGs) Forum at the National
Assembly of the Republic of Korea was held in conjunction
with the G20 Seoul Summit on development. Speakers
included H.E. Ban Ki Moon, Secretary General, United
Nations, H.E. Jose Luis Rodriguez Zapatero, Prime
Minister, Spain & Co-Chair of UN MDG Advocacy
Group, H.E. Jacob Zuma, President, South Africa and H.E.
Nguyen Tan Dung, Prime Minister, Vietnam. Dr. Jeffrey
Sachs, MDG Advocate participated in an a question and
answer session while opening and closing statements were
delivered by Hon. Park Hee Tae, Speaker of the National
Assembly of the Republic of Korea and Hon. Lee Ju Young,
Co-Chair of MDGs Forum of the National Assembly of the
Republic of Korea respectively. Ambassador Dho Young
Shim led the proceedings as moderator of the event.
The Hon. Park Hee Tae, Speaker of the National
Assembly of the Republic of Korea gave an opening
statement. He said, "The worst enemy of mankind is
poverty and disease. The UN MDGs forum will put all the
necessary efforts into accomplishing the MDGs. Although
the world economy is in a poor condition, promises must be
kept." Approximately 110 National Assembly Members, as
well as 21 Ambassadors to the Republic of Korea and over
300 professionals, representatives of civil society and NGOs
and students attended.
Secretary General Ban congratulated South Korea on its
new role as a donor nation. He stated that, "this is exactly
the leadership we (UN) want from the Republic of Korea
Korea is now fulfilling its role as a bridge builder, a vital link
between developed and developing countries." He then
acknowledged MDG Advocate and UNWTO ST-EP
Foundation's Chairperson of the Board of Directors by
saying, "I again appreciate Ambassador Dho for your very
generous support. For this, Thank You 'Small Library.' And I
know that she has established at least 80 'Small Libraries'
which have been very much appreciated by many young
people." But, the Secretary-General lamented that,
"promises made must be promises kept," referring to donor
nations that have not lived up to their ODA pledges. He
went on to encourage South Korea to keep moving in the
direction it is going and that, "the world expects higher and
even more support from Korea."
The Forum was then ended by the Hon. Lee Ju Young,
joined on stage by Co- Chairs of the MDGs Forum of the
National Assembly Hon. Lee Nak Yeon and Hon. Lee Sang
Min. Assembly Member Lee reminded us that, "a child dies
of a poverty related disease every six seconds. If we believe
from the bottom of our hearts that their lives are as valuable
as ours, we should never let innocent lives die every day."
1
st
UN MDGs Forum at the National
Assembly of the Republic of Korea
Nat i onal Assembl y of t he Republ i c of Kor ea, 11 November 2010
Secret ary General Ban Ki Moon gives a speech
O
he OECD Tourism Committee Seminar was held at
Jeonju Core Rivera Hotel under the theme Korean
Cuisine in Tourism: International and Local Perspective.
Participants including well-known international food critics,
professionals in gastronomy, and tourism stakeholders gathered
to discuss the topic of globalization of Korean cuisine.
The event was organized and hosted by the Korean
Ministry of Culture, Sports and Tourism the OECD
Tourism Committee, the the Province of Jeollabuk-do. A
large welcome reception was held on the first night of the
event with speakers and participants of the conference.
Korean food was served for dinner along with Korean
traditional dance and music performances.
The conference began in the morning of the 9
th
. Mr. Sergio
Arzeni, Director for Entrepreneurship, SMEs and Local
Development, OECD, saluted the participants. In his
welcoming speech, he emphasized gastronomy as an important
cultural resource as well as an important part of tourism.
Mr. Hyun Jae Cho, Director of Ministry of Culture,
Sports and Tourism, expressed his welcome address by
speaking of the importance of the relationship between food
and tourism industry.
During the congratulatory speech of Dr. Lee Nam Shik,
President of the University of Jeonju, mentioned "sik-yak-
dong-won" meaning food is like herbal medicine and that
the health benefits of Korean cuisine would be well served by
being better extended to the world.
Food Cul tur e and Tour i sm
With a specific 'Food Culture and Tourism' theme,
Alberto Capatti, professor of French Culture and History of
Cuisine at the University of Gastronomic Sciences, Pollenzo-
Bra, Italy, talked about 'Innovations in Italian Culinary
Traditions'. He said, "The value of Korean cuisine should
not only stay in Korea but also should travel around the
world." He emphasized that the identity of culture within
Korean cuisine is valuable, but also it is important to absorb
new culture to form 'fusion culinary culture'.
18
T
OECD Conference
Korean Cuisine in Tourism: Int ernat ional and Local Perspect ive
Jeonj u, Jeol l abuk-do, Republ i c of Kor ea, 8-10 December 2010
OECD Conference - Korean Cuisine in Tourism: International and Local Perspective
Dr. Han Bok Jin, Professor at the University of Jeonju,
introduced the traditions and the values of Korean cuisine.
She told stories about how Korean food has been developed
so that speakers and participants could understand the
history and value of Korean food.
Dr. Michael Hall, professor at the College of Business and
Economics, University of Canterbury, New Zealand, joined
via video conference. He talked about the advantages and
disadvantages of developing cuisine regarding the
relationship between food and tourism. He overviewed the
different stages of travel, and emphasized the function of
branding and its powerful influentiece in tourism.
Tou r i sm Pr omot i on St r at egi es f or
Gastr onomy
The second session focused on specific planning and
promotion strategies for gastronomy. Mr. Enrique Ruiz de
Lera, Global Head of Marketing & Branding, Turespana,
Spain, introduced an example case for Spain. Ms. Choi Ji
Ah, CEO of O'ngo Food Communications, Korea,
presented on culinary tourism in Korea indicating related
statistics.
Ms. Jocelyne Fouassier, Director of "Image & Promotion
France", SOPEXA, France, introduced SOPEXA and the
ways French cuisine could earn a brand and become popular.
She said that promotion is a way to introduce culinary
tourism to other countries but also emphasized the
importance of training programs as a good way to promote
specific culture and cuisine.
Mr. Claude Lebey, French author and editor of culinary
and gastronomic books and guides and gastronomy
critics, mainl y tal ked about using media as a
promotional tool. He pointed out that Korean cuisine
should utilize daily newspapers, cooking channels,
col umns in magazines to promote the cuisine.
Additionally, he commented that Korean food is not as
internationalized certain other Asian countries and
reasons for this should be uncovered as part of the quest
to better promote Korean food globally.
Dr. Choi Jong Moon, President of the Korean food
Service Management Institute, suggested successful strategies
for globalization of Korean cuisine. He analyzed internal and
external Korean factors of influence in the culinary
environment.
Mr. Antonio Marques da Cruz, Secretary-General of the
Portuguese Academy of Gastronomy, Portugal, introduced
Portuguese cuisine. Portugal experienced a similar situation
as Korean. En-route to heightening awareness of that
country's cuisine five specific food items were selected to
'symbolize the culinary culture of Portugal'. They promoted
their cuisine through exhibitions, festivals, guide books,
iPhone and android applications among others.
Round Tabl e Di scussi on
Mr. Antonio Marques da Cruz commented that
Portuguese visit from town to town even when it takes more
than an hour to move from one to another just to have great
favorable meals. This is what people value the most.
Mr. Alain Dupeyras, Head of the Tourism Unit, Center
for Entrepreneurship, SMEs and Local Development,
OECD, pointed that 'fermented food' is the main dish in
Korean cuisine, and it could be the key in identifying Korean
food among other cuisines around the world. He said that
Korea should have long term perspective on promoting
Korean cuisine and culinary tourism.
Mr. Claude Lebey expressed his feeling on Korean cuisine.
He said Korean cuisine should have its own 'image' and find
out ways to promote its uniqueness.
With a deep engagement among participants, the
conference was successfully closed. Realizing that Korean
cuisine has a long road to travel en-route to becoming
globalized, it is important for the unique qualities and
benefits people enjoy from experiencing Korean cuisine be
adequately recognized and promoted.
Welcome Reception
sia's largest international trade and travel exhibition,
the China International Travel Mart (CITM), was
successfully held on November 18-21 at Shanghai's new
International Expo Center. The CITM was organized by
China National Tourism Administration, Shanghai
Municipal People's Government and the Civil Aviation
Administration of China.
The exhibition housed in five pavilions covered 57,500
square meters, and included some 2,245 booths. The event
was attended by some 2,500 exhibitors and 1,000 buyers
from all around the world and is supported by tourism
administrations, associations, travel wholesalers, travel
agencies, tourist attractions, airlines, railways, cruise
companies, car-rental companies, hotel management groups,
holiday resorts, convention/exhibition centers, computerized
reservation systems, consulting organs for market
development, media, and other related travel organs.
Now in its 12
th
year of operation, the CITM has become
the most professional, international, and influential
comprehensive tourist event in Asia. CITM plays an
important role in the thriving Chinese and world tourism
market. The fast growing outbound Chinese tourist market as
supported by the increasing weight of influence of the China
National Tourism Administration (CNTA) is evidenced by
the increasing number of foreign exhibits at the show.
An opening ceremony and reception was held on the
evening of the 17
th
, for all delegates and overseas buyers at
the oriental Riverside Hotel. Mr. Shao Qiwei, Chairman of
China National Tourism Administration, gave keynote
speech and Madam Zhao Wen, Deputy Mayor of Shanghai
Municipality, had delivered welcoming speech during the
Opening Ceremony.
During Mr. Shao Qiwei's keynote speech, he confirmed
that within the first three quarters of 2010 the number of
inbound visitors to China reached 41.58 million representing
11% increase over the same period of 2009; outbound visitors
reached 42.28 million which showed even more impressive
increase of 21%; the number of domestic visits reached 1.59
billion with an increase of 10%, which generated $142.8
billion USD representing an increase of 24%.
With the efforts of the Organizing Committee, newly
added contents and programs were on schedule. The event
provided cultural exhibitions, productive lectures, and
professionalized discussions on tourism issues.
20
12
th
China International Travel Mart
Shanghai , Chi na, 18-21 November 2010
A
Opening Ceremony and Welcoming Banquet
Press Conference
VIPs visiting CITM booths
Special Report
Special Report
Tourism and Poverty Elimination
ourism is one of the strongest drivers of world trade
and prosperity. Poverty elimination is one of the
greatest global challenges. Despite turbulent times for the
world's economy, these basic facts are unlikely to change.
Focusing the wealth creating power of tourism on the people
most in need remains an immense task and opportunity.
The main objectives of this special report is to outline
some practical steps, in simple language, that can be adopted
by tourism destinations to shape and manage tourism
output so as to deliver more benefits to disadvantaged
individuals and communities. The report is in three main
parts: Analysis/Planning, Action and Assessment. The first
part covers analysis and planning on how to consider poverty
alleviation among stakeholders and beneficiaries, the current
performance of tourism, and developing a strategy and
action plan.
Analysi s and Pl anni ng
This part of the report looks at the process of analyzing a
tourism destination in terms of its current contribution to the
poor. Set in the context of destination management, which is
defined as - the coordinated management of all the elements
that make up a destination - the report entails taking a
strategic approach to strengthen future economic
contribution to the poor.
Destination management embraces a whole range of
activities including planning, promoting and controlling
tourism development, providing visitor information, and
managing the impacts of tourism on the environment and
local residents. Fundamentally, this report does not attempt
to provide comprehensive guidance on the individual
elements of destination management, such as how to market
a destination, which would go way beyond its scope and
purpose. Rather, it concentrates on analysis and planning to
deliver a pro-poor orientation to destination management.
The section on analysis and planning which follow contain
seven steps or elements destination management that are
considered to be particularly relevant to a pro-poor approach.
Within each, issues of particular relevance to poverty
alleviation are identified and addressed.
The steps are as follows:
1. Ensuring supportive government policies;
2. Working effectively with different stakeholders;
3. Identifying who should benefit and their needs;
4. Understanding how tourism is working currently and who
is benefiting;
5. Judging the destination's future potential for tourism that
benefits the poor;
6. Agreeing on a strategy and action plan to alleviate poverty
through tourism;
7. Strengthening stakeholder response and capacity.
Firstly, ensuring supportive government policies should be
closely considered at all levels. Despite the focus placed by
this report on analysis, planning and action at the destination
level, the commitment of government, from the national level
downwards, to tourism and to making it more pro-poor is
vital. Indeed, the right government policies and legislation are
essential to enable, support and give weight and their
advisors. Stakeholders working within destinations should
actively seek to influence national as well as local policies and
also ensure that they are fully acquainted with them.
Secondly, working effectively with different stakeholders is
the next step to achieve poverty alleviation with tourism
performance. A central requirement of good destination
management is for the process to involve a full range of
stakeholders, who feel engaged and are enabled to work
together. This is particularly important if poverty alleviation
T
objectives are to be fully understood and addressed. In a
typical destination, a large number of different stakeholder
interests can be identified, which can influence tourism or be
affected by it. They include public sector organizations,
private sector enterprises, civil society bodies, households and
individuals. Some key stakeholders are illustrated in Figure 2.
Thirdly, identifying who should benefit and their needs
should be taken into account. At the outset, it will be
important for everyone involved to agree a on shared view of
who should be seen as the poor in the particular context of
the destination in question. Who in particular should and can
benefit through tourism and in what ways? Without this, an
assessment cannot be made of the extent to which tourism is
currently pro-poor and how and where it should be developed
or changed to make it more so. It would also not be possible
in future to know the contribution that tourism has made to
alleviating poverty, or the impact of specific initiatives.
Working at a destination level has advantages in this respect. It
enables priorities for poverty alleviation to be considered
across quite a wide area, but also to be close enough to the
ground to understand local circumstances and needs.
Fourthly, understanding how tourism is working currently
and who is benefiting can be regarded as a significant phase
by the following reasons. In order to strengthen the
performance of tourism and deliver more benefits to the
poor, it is necessary to have a clear understanding of how
tourism is functioning in the destination and who is currently
benefiting. This section sets out the different stages of a
suggested analysis process. Much of the information
gathering outlined here is normally needed to guide the
preparation of any tourism strategy for a destination, which
requires an understanding of visitor volumes and trends,
visitor spending, the number and type of tourism enterprises
and their performances, knowledge of current markets and
visitor satisfaction. However, the process outlined places an
[||grz f| H\YgdfYUXcZghU_Y\c`XYfg
Source: UNWTO(2010)
22
additional emphasis on looking at the recipients of tourism
income and their circumstances, in order to guide policy and
action on making tourism more pro-poor.
As shown in Figure 3, it is helpful to consider a conceptual
model, the tourism value chain, which provides the basis for
the analysis referred to above. In this figure, each of the
components, which involves transactions and expenditures by
the tourist, are provided and delivered by a large number of
different players in both the public and private sectors. The
sum total of all the transactions will constitute the economic
value generated by the visitor experience. Value Chain
Analysis (VCA) is a term used for the process of investigating
the structure and working of a value chain and the economic
value generated. Destination concerned about poverty
alleviation will be interested in the particular kinds of
transaction which are most pro-poor in terms of the total
amount of income from them that reaches the poor and the
proportion of income from them that reaches the poor.
Next, judging the destination's future potential for tourism
activities that benefits the poor is also important. It is
necessary to consider a range of external and internal factors
that will affect the destination's future tourism potential and
opportunities for poverty alleviation. These factors include
market potential, availability of tourism assets, resource
limitations and constraints and the destination's position with
respect to other destinations.
The steps taken so far will have enabled the set of
stakeholders working together in the destination to have a
better understanding of the role that tourism can play
towards benefiting the poor. It is now time to use the
previous steps to agree on a strategy and action plan to
alleviate poverty through tourism.
More targeted interventions are necessary, combining the
three objectives and focusing on particular products and
markets. These should also be expressed in the strategy and
action plan. The approach, illustrated in Figure 4, is to:
Work with products (A) which may be generating high
volumes of spending to try to raise the proportion of that
spending which reaches the poor. An example might be a
resort or business hotel.
Work with products (B) which may already be delivering a
high proportion of spending to the poor, to increase their
viability, net size and the volume of spending on them. An
example may be a community-based tourism initiative.
Foster, support and encourage growth and ever greater
participation of the poor in products (C) which are already
receiving a significant volume of spending with a high
proportion of this being already channeled to the poor. An
example may be a successful eco-lodge or local tour operation
with a strong private operator-community relationship.
The approach should not only relate to existing products.
New products should be encouraged, ideally of type (C) but
possibly of types (A) or (B) provided actions are put in place
for their further growth and transformation. Any new
developments encouraged should be able to demonstrate an
ability to appeal to, and reach, the selected target markets.
Next, strengthening stakeholder response and capacity
should be emphasized. Actions will require participation by
different stakeholders who may need to be encouraged and
[||grz ,| 5hcif]gajUìYW\U]bZcfUXYgh]bUh]cbj]g]h
Source: UNWTO(2010)
Special Report
helped to deliver them. This section considers the situation of
three main groups of stakeholders: private sector enterprises;
communities; and supporting institutions.
Taki ng Acti on
Part 1 of this report looked at structures and processes for
analyzing and planning tourism in a destination and how
they are affected by a focus on poverty alleviation. It proposed
the establishment of a tourism strategy and action plan (or
destination management plan) based on this analysis which
embraces pro-poor concerns and actions.
Many actions identified in a destination's tourism strategy
and action plan will be aimed at developing and marketing
the product. By bringing more tourism spending into the
destination such actions may benefit the poor. That said,
however, in order to ensure that the poor stand to benefit
from tourism growth, or to gain more from existing levels of
tourism in the destination, it is necessary to ensure that a set
of mechanisms are in place that channel tourism spending
and other tourism benefits specifically towards the poor.
This part of the report looks in detail at these mechanisms.
It takes as its basis the seven mechanisms for poverty
alleviation through tourism previously identified by
UNWTO and used by them and SNV in developing actions
in the ST-EP Programme. The mechanisms include:
Employment of the poor in tourism enterprises;
Supply of goods and services to tourism enterprises by the

poor;
Informal selling of goods and services to tourists by the

poor;
Developing small/micro or community-based tourism

enterprises or joint ventures;
Tax or charge on tourists or enterprises with proceeds

benefiting the poor;
Voluntary giving by tourists or tourism enterprises that

benefits the poor;
Collateral benefits to the poor from tourism investment

and activity.
Assessment
The steps and processes outlined in this report have a
primary aim - to alleviate poverty through tourism. For this
to be meaningful and continued over time, it is essential to
have some way of knowing whether the actions taken have
helped towards achieving the aim. This final part of the
manual, although short, is therefore as important as the other
parts. These are two sections. The first looks at principles and
planning of monitoring and evaluation (M & E) and the
selection of indicators. For monitoring to be successful it
needs not only to be well executed but also well planned.
This section provides guidance on what to bear in mind
when planning and developing a monitoring and evaluation
process and the various kinds of indicator that can be selected
as a basis for identifying and measuring change and impact.
The second looks in more detail at some measurement
processes and the handling of results. This section looks in
more detail at the kinds of measurement and monitoring that
can be undertaken, considering generic measurement of pro-
poor tourism performance in the destination and specific
assessment of interventions. It also looks at processes for
evaluating and communicating the results.
Source: World Tourism Organization (2010), Manual on Tourism
and Poverty Alleviation - Practical Steps for Destinations,
UNWTO, Madrid.
[||grz | Dfc!dccf[fckh\acXY`
Source: UNWTO(2010)
24
ran, as old as history itself, the nation inherits one of the
most ancient civilizations of the planet. Throughout its
history, its culture has influenced different parts of the globe
from the Nile River to the heart of Europe. For centuries
people from all over the world have traveled the historic
trade route of Silk Road, marveling at the varied glory of the
Persian Empire's great civilization.
The experience of being in the cradle of a great culture and
civilization which boasts three millennia of recorded history is an
amazing adventure. The country has great legacy of ruins and
hallowed stonework and a style of architecture that is distinctive
and creative. Persepolis and the rare impressive edifices of
Isfahan as well as the Air Traps of the central desert region are
the hallmarks of the Iranian unique architecture. If you simply
want to walk in the footsteps of some history's most outstanding
figures, this historic land is blessed with some of the best.
Along with its splendid history and culture, Iran is a
diverse land and has a great variety of geographical
environment which offers a sense of paradise for all of the
nature lovers. Iran's climatic diversity is such that some
tourists can enjoy winter sports in the mountains while
others can bathe in the warm waters of the southern shores,
both within a few hours' drive from the main cities. If you
are lucky enough to fly into Iran, be sure to ask for a window
seat, you are sure to be amazed by what you see.
The most hospitable highlight of Iran is its people;
Iranians are well known to be warm and amiable. Travelers
continuously recount tales of unexpected kindnesses, of
hands extended in friendship, of the gregarious, hospitable
and generous Iranians. What is universal in Iranian character
is the enjoyment of the cadences of poetry read aloud, their
wonderful food, and their admiration of natural beauty. It
could be said that Iran is a nation of poets and poetry is still
venerated to this day. Art is the permanent gift that Iranians
have given to the history of the world.
Having the time in the ancient land, getting delightfully
lost in the bazaar in Shiraz, Kerman and Kashan, drink tea
in the courtyard of a traditional Chaykhune (teahouse) or
Destination Report
Iran - The Land of Civilized Friendly People
I
joining the crowds for an evening stroll in Tabriz seem to be
a memory for life.
Popul ar Beaches of Ir an
Iran enjoys many different beaches all with different
moods and a wide range of holiday experiences. Shores of
the Caspian Sea have mild and relatively cold weather and
southern parts enjoy moderate and pleasant weather.
The coastline of the Persian Gulf in the south is rocky and
mountainous in some areas and sandy and swampy in others;
it is not as even as the northern shores of the country. The
coral coasts of Kish Island, a pearl across the turquoise waters
of the Persian Gulf, have a special glow under the sunlight.
The seawater near the coasts is so clear, that one can see the
depths of the sea and all its aquatic life that are unique in their
kind. Also, Caspian Sea, the largest landlocked lake in the
world, is located in northern Iran. The Iranian Caspian coast
including the three littoral provinces of Gilan, Golestan and
Mazandaran, with its thick forests and large-scale rice paddies
presents a striking contrast to the dry inner plateau of Iran.
Per sepol i s, t he embl em of t he mi ght y
power of the Per si an Empi r e
Once known as the richest city under the sun, Persepolis
was the ceremonial capital of this Persian Empire, which was
the greatest power of the ancient world. Darius established
Persepolis in 519 BCE as the most magnificent of the four
Achaemenid capitals -- Susa, Ecbatana, Persepolis and
Babylon -- which were founded in logistic locations to help
Achaemenid kings efficiently administer their vast empire.
Situated 70 km northeast of modern day Shiraz in the
southern Fars Province, Persepolis (Persian city) was built by
Darius I and his successors over a 50-year period. Spanning an
area of over 125,000 square meters, the Achaemenid capital was
known for its stunning inscriptions, unique architecture and
wooden columns made of tall Lebanese cedars and Indian teak
trees. Persepolis was registered as a UNESCO World Heritage
Site in 1979. It was also one of the 80 treasures featured on the
2005 BBC series, Around the World in 80 Treasures.
Tehr an, Mega Capi tal of Ir an
Visiting Iran without having a trip to Tehran is to miss
out. Going out for a Persian delicious dish in one of
Darband's beautiful restaurants, shopping in endless rows of
stores in grand bazaar, having a nice day skiing in Tochal
slopes, in snowy days of winter are only a glimpse of what
you would miss! Actually this gigantic, busy beating heart of
Iran has got so many beauties to be discovered.
Although it is just a 2 century old city, you can find the
oldest and most precious heritages of Iran and the world
behind the walls of its unique museums. Tehran's museums
are among the bests in the world. Darya-ye Nur (sea of light),
the world's largest uncut diamond in national jewels museum,
the startling exhibit of Salt Man in the national museum, the
stunning collection of Achaemenid gold bowls, drinking
vessels, armlets and decorative pieces in Reza Abbasi museum
are samples of thousands works definitely worth visiting.
Source: Irpedia.com(http://www.irpedia.com), The official website of
tourism industry association of Iran.
Image Source: http://www.irpedia.com/iran-photos
Shiraz Kish Beach
Baqhe Melli Gate
26
Destination Report
Intr oducti on
ver the past tens of thousands of years, many
hundreds of living species have been lost through
extinction due to climatic and environmental changes. Today
the only evidence of their existence is through their fossils
and a few reconstructed models in museums. Over the past
century extinction rates have increased at an alarming rate,
largely due to increased human industrial activity. Of the
many species now under threat are giant clams, once found
throughout the world's tropical oceans, are now too facing
extinction. Visitors to Malaysian Borneo are lucky enough to
still be able to see some of the surviving species of giant clams
within its coastal waters. However, without intervention,
these giant clams too will become a species of the past only
to be seen within museums and books. This increasing threat
of extinction to the world's last remaining giant clams is the
driving force behind the daily research and conservation
initiatives of the Marine Ecology Research Centre.
The Marine Ecology Research Centre or MERC is located
at the doorstep to the 5,000 hectares Tunku Abdul Rahman
Park at Pulau Gaya. It is privately funded and driven by the
passion of the owner who is determined to return to nature
what man has exploited in the past. MERC, with its limited
resources, is determined to arrest the decline of giant clam
population by introducing an active Giant Clam
Propagation Programme.
The establishment of MERC has led to the introduction
of a 5-star resort within the same bay in Pulau Gaya, the
Gayana Eco Resort. Gayana Eco Resort offers traditionally
designed wooden chalets above water, spa and other
recreation activities that would provide visitors a closer
encounter with nature. The experience at this resort would
move visitors to appreciate what they have inherited and
reflect on their contribution and role in preserving the
marine ecosystem.
Our thr eats
Sabah is blessed with rich biodiversity of marine life, with
hundreds of species of fish and corals of various shapes and
sizes but these too are facing increased threats from
irresponsible fishermen using explosives and poisonous
chemicals like cyanide. Such destructive fishing methods not
only kill of the marine life but also destroy the surrounding
marine habitat that has taken many thousands of years to
form.
Indiscriminate dumping of rubbish, even on land, often
ends up in the sea, resulting in widespread pollution. Other
Sustainable Tourism Development Success Stories
Returning to Nature for Our Future
O

28
negative impacts include coastal development from
increasing human population resulting in irrecoverable
damage due to marine dredging and sea front reclamation,
eutrophication from agricultural fertilizers, sewage outflows
and also smothering from sediment runoff.
Rising water temperature from global warming eventually
leads to coral bleaching. This phenomenon is the formation
of white patches within the coral itself as the individual coral
polyps expel their colourful symbiotic zooxanthellae which
all corals critically need as a source of essential nutrients.
Coral reefs face many other more localised threats from
outbreaks of Crown-of-Thorns Starfish which eat live corals
to damage from ill placed anchors. Un-managed recreation
activities such as snorkeling and scuba-diving also degrade
our coral reefs.
Our Commi tment
1. Giant Clam Propagation Programme
There are eight species of giant clam in the world and seven
of these are found in Malaysian waters. Two of these have
now been classified as "locally extinct". Giant clams are listed
under CITES, prohibiting the trade between countries that
subscribed to the need to protect threatened species. Giant
clams are also listed as "Vulnerable" in the IUCN Red List of
Endangered Animals. These listings reflect the global concern
regarding the possible extinction of giant clams as a whole.
Giant clams are slow growing and have a minimal defense
system which makes them highly susceptible to any threat
whether from natural enemies or human threats such as
unsustainable collection for seafood restaurants or the
ornamental fish trade, therefore resulting in accelerated
extinction rates.
Giant clams are useful in the ecosystem as they take in
harmful waste nutrients like ammonia and nitrate and expel
clean water to the environment. The symbiotic
zoothanthellae found within the giant clams mantel tissue,
also produces oxygen during photosynthesis.
Under the MERC's Giant Clam Propagation Programme,
there are almost 3,500 individuals from all seven local species
collected and being monitored for breeding to continue their
conservation and preservation.
In order to successfully breed giant clams, certain
preparations have to be done. First, the matured clam
specimens need to be successfully induced to release eggs and
sperm for reproduction to take place. Plankton has to be
cultured to feed the tiny hatchery bred clams during the
early stages of their life. Larval and settlement tanks would
be used to collect and allow these clams to settle on the
selected substrates after undergoing various stages of
metamorphosis over a 5-7 day period. Thereafter, there is a
long wait of up to three years until the clams grow large
enough within the nursery to survive on their own on the
coral reefs in the wild.
MERC is presently the only centre in Malaysia that is
actively propagating all the seven species of giant clams
found in our waters and returning it to their habitat.
2. Coral Reef Restoration Programme
MERC has acknowledged the importance of its
surrounding coral and began its Coral Reef Restoration
Sustainable Tourism Development Success Stories
Programme. Under this programme, artificial reef structures
are built and low voltage electrical current is connected to
these which encourages dissolved minerals to crystallize and
encrust onto its surface. This white encrusting layer is the
same mineral that makes up natural skeleton of all coral
reefs, a chemical compound called carbonate. Corals rapidly
colonize these encrusted structures and grow at extremely
fast rates as the small electrical currents also attract the vital
minerals and nutrients that the corals thrive upon and need
to grow. While many other coastal tropical countries have
constructed such electric bio-reefs, the MERC project here at
Gayana Island is the first in Malaysia.
The MERC Coral Reef Restoration Programme also
involves the replanting of hard coral fragments which are
found within the vicinity of the island. These broken pieces
of corals are the result of strong waves and careless human
activities during mooring of boats and recreational activities
such as snorkelling. These coral fragments would most likely
die if left unattended on the seabed. MERC divers collect
the fragments and bring them back to the research centre for
preparation, stabilisation and finally for re-planting around
the surrounding reefs.
The fragments are set onto specially prepared cement base-
plates. These are then labelled and left to stabilise in the
centre's holding tanks for at least two weeks. The corals are
then carefully taken to the surrounding reefs for replanting
where they will be protected, left to grow and monitored.
MERC visitors are encouraged to take the opportunity to
participate in the coral fragments re-planting. This would
further convince them that everyone can play a role and to
appreciate how delicate these corals are. Visitors can also
choose to adopt the coral they planted and MERC will
periodically update them on the progress by email. This
adoption programme would allow them to witness the slow
growing corals and give them a sense of ownership to the
delicate marine ecosystem we inherited.
3. Environmental Education Programme
The MERC's Environmental Education Programme is
aimed at nurturing the younger generation, as well as the
general public, on the importance and the need to care and
protect all of our sensitive marine ecosystems. School
children and visitors alike are introduced to the beauties of
the coral reefs, the sea grass beds, mangroves and their
resident marine life as well as the threats they face. Visitors
are given guided tours around all the exhibits, as well as the
opportunity to feel some of the less sensitive marine
organisms in the centre's touch tank, thus providing a
necessary and educational close encounter to all.
Visitors to MERC are also given the opportunity to sign
up and work with our Marine Biologists by choosing one of
the packages under the "A Day As Marine Biologist"
programme. This programme will provide visitors a chance
to experience how marine biologists work behind the scene
and what is required to produce giant clams and to restore
the coral reef.
The success of MERC programmes would only be realised
if everyone plays a role and this is the message that this
Environmental Education Programme aims to impart to
every visitor after their visit to MERC.
Concl usi on
MERC with its limited resources has shown the way how
we can return to nature what we have exploited in the past.
MERC is not merely emphasising on the need for
sustainable development, eco-friendly development, co-
existence with nature, going green, protection and
conservation. MERC's mission is to produce life of
threatened and endangered species that are destined for
extinction unless something is done fast.
The innovative work of MERC was recently recognised by
the Ministry of Tourism Malaysia when it awarded MERC
the Most Innovative Tourism Attraction for 2008-2009.
MERC's commitment, together with the conviction from
all the visitors would form the first step towards preserving
our marine heritage. MERC invites everyone to join in their
mission as together we can turn the tide.
30
Tour i sm i n Indonesi a
Indonesia is the largest archipelago in the world,
stretching 5,110 km along the equator from east to
west and 1,888 km from north to south. It consists of five
major islands, Java and Bali, Sumatra, Kalimantan,
Sulawesi, and Irian Jaya, and about 30 smaller groups
entailing more than 17,000 islands in total. The chain of
islands divides the Indian and Pacific Oceans and is
enriched with natural resources and diverse cultures,
offering a vast range of tourism activities.
Indonesia achieved high Tourism growth rates during the
last several decades. In more recent years, travel warnings as a
result of the Bali bombings have greatly hindered tourism
performance. These incidents, combined with the threat of
natural disasters (Tsunami, volcanic explosion, earthquake)
have badly affected the nation's Tourism Industry and also
its economic, social, and political state of affairs. Despite
these challenges, including the recent October earthquake,
visitors in the country continue to be amazed by Indonesia's
natural beauty and unique cultural heritages.
Bal i , the Most Famous Tour i st Spot
Today Bali attracts the largest number of foreign tourists to
Indonesia. Bali has been the wealthiest Indonesian province
since the late 1990s.
For years, Bali's tourism providers focused mainly on high-
spending all-inclusive type vacationers seeking relaxation and
leisure. More recently, however, the number of lower-
spending tourists has outbid the higher-spending
counterparts. Visitors from this segment are seeking out
smaller, more modest accommodation offerings and
recreation facilities. Fewer of these more budget conscious
tourists opt for group packages, but instead strive create their
own itineraries; thus creating a less predictable visitor base.
This shift in demand has consequently, disrupted the
established social and economic infrastructure.
Natur e, Cul tur e and Tour i sm i n Bal i
The UNWTO has reported that tourism continuous to
grow significantly, particularly in areas that are rich in
biodiversity but often environmentally and culturally fragile.
Focus on Tourism Policy - Indonesia
Tourism Development in Bali, Indonesia
I

The increasing demands of tourism have led to the
establishment of new tourism destinations, re-actualization
of heritages, projects to increase the quality of the
environment, and efforts to provide excellent services in
order to meet tourist satisfaction.
The marine ecosystems surrounding Bali are diverse,
ranging from sea grasses to amazing coral reefs. Among the
hot spots for coral reefs and marine creatures are Menjangan
Island and Pemuteran in the north, Musa Penida and Nusa
Lembongan in the south.
Bali is mostly a volcanic island. Two mountains remain
active in the center of island: Mt. Agung and Mt. Batur. For
Balinese, Mt. Agung and Mt. Batur are sacred sites.
Volcanoes have played a crucial role in the natural history
of the island and have a positive impact on creating fertile
land for agriculture.
Besides the Bali's natural splendor, the country is also rich
in culture and traditions. The Balinese believe that peace is
attainable only when people respect the three harmonious
relationships, Tri Hita Karana doctrine. The philosophy of
the doctrine includes: (1) Strategy of managing sanctuaries;
(2) Development of agricultural areas and regional
infrastructures; (3) Development of urban and other priority
areas. The three fundamentals of welfare and security are
widely applied in Balinese life.
Tour i sm Devel opment and Qual i ty of Li fe
In recognition of tourism's potential to generate income
for the nation, the first tourism planning for Bali was
proposed in 1970s. Indonesian government invited a French
consultant to formulate a tourism plan. In 1980s, tourist
infrastructure and accommodations were established, and
the coastal area became crowded by visitors and tourism
fever slowly expanded into every corner of the island.
As the sustainability of tourism to the area and the quality
of life for the local people depend on the ability of tourism
development planners to maintain Bali as the natural way it
used to be, the Bali Sustainable Development Project was
implemented in 1990s. The goal of this project was to
develop institutional capacity and human and societal
resources in order to promote and enhance sustainable
development on this fragile island.
Indonesian financial crisis in 1997 and the Bali bombings
in 2002 and 2005 contributed negative growth in tourism,
as well as increasing damages to natural resources, spread of
diseases, and changes to local culture. Balinese alarmed by
these changes and put efforts to decline external influences.
Tour i sm Devel opment Regul ati ons
The tourism development plan of Bali is based on two
regulations:
The Decree of the Governor of Bali No. 528/1993

regarding Tourism Area, and;
The Decree of the Local Government No. 4/1996

regarding Spatial Planning for the Province of Bali.
The objectives of the two regulations are 'to provide
guidance for the optimum use of space at tourist destination
areas, especially in less developed areas; to reduce the
negative impacts of tourism activities on the sustainability of
the environment'.
Concl usi on
With the recent increase in tourism oriented around
authentic experiences of culture and nature, many countries
that are economically challenged but rich in cultural and
natural resources, have seized the opportunity to use the
tourism sector as a machine for growth.
It is vital that authorities in Bali adopt changes to its
service offering to avoid the authenticity of Bali being
degraded and to ensure long term sustainable prosperity for
the region.
Source:
Dallen J. Timot hy (1999) 'Participatory Planning - A View of Tourism
in Indonesia'. Annals of Tourism Research, 26:2, 371-391.
Gunt ur Sugi yart o, Adam Bl ake, and M. Thea Suncl ai r (2003)
'Tourism and Globalization - Economic Impact in Indonesia'. Annals of
Tourism Research, 30:3, 683-701.
Hakim, Luchman, Jae-Eun Kim, and Sun-Kee Hng (2009) 'Cultural
Landscape and Ecotourism in Bali Island, Indonesia'. The Ecological Society
of Korea, 32:1, 1-8.
Jean D. Gibbons and Mary Fish (1989) 'Indonesia's international
tourism: a shifting industry in Bali'. International Journal of Hospitality
Management, 8:1, 63-70.
Focus on Tourism Policy
32
Scenar i o: A Japanese t our i st (Naoko) speaks of an
unpleasant experience while visit ing Sout h Korea. Seoul, as
recommended for a great place t o shop, Naoko had high
hopes for a great t rip. Int roduced by her t our guide t o a st ore
t hat specialized in ginseng, a product f or which Korea is
just ly famous, Naoko is persuaded t o purchase a Goryeo
Ginseng Gift Package at t he cost of 1,000,000 won (roughly
equi val ent t o 870 USD). Whi l e shoppi ng al one i n a
depart ment st ore t he very next day, Naoko is hit wit h a
st art ling surprise when she not ices by accident t he same
ginseng product on sale for about 300,000 won.
nfortunately, such a scenario of duping foreign
tourists is not uncommon world-wide. Unethical
retailers will rip-off unsuspecting shoppers when there is no
set standard for unfamiliar shoppers to compare prices. In
these instances, tourists are forced to rely heavily on local
guides opening up room for them to be swindled.
To restrict this occurrence, the Korea Tourism
Organization has launched a new campaign called: "1
st
" -
The Premium Shopping Certificate program. "1
st
" is a
system that evaluates and certifies shopping venues that
target tourists. The criteria include the quality of services and
shopping facilities. A test run will begin in December of this
year led by the Korea Tourism Organization.
The number of overseas tourists has reached the 8-million
mark and is still on the rise. Forced sales and rip-offs must be
eliminated to improve the nation's international image. The
program was born after concerted deliberation by the
government, academic circles, and the tourism industry.
Businesses must meet high and rigorous standards to
acquire the "1
st
" certificate from the Korea Tourism
Organization. All businesses that plan to acquire the
certificate must submit various official forms, pass a field
inspection by a group of committee members and auditors,
and undergo the shopping certificate steering committee's
authorization procedure before earning the certificate.
Venues that have earned the "1
st
" certificate will
subsequently undergo periodic inspections as well as
related procedures and will continue to be monitored by
the Korea Tourism Organization to ensure that product
quality remains first rate. All complaints and conflicts
regarding authorized businesses will be mediated by the
Korea Tourism Organization in order to guarantee service
quality.
The "1
st
" system will certainly raise the trust level of
overseas tourists when they are in the shops in Korea and
improve Korea's image as a shopping destination. The
program is also expected to improve the overall shopping
environment, enhance service quality, and strengthen
Korea's competitiveness as a shopping paradise.
In December, 150 authorized shops will open their doors
to foreign guests during the test run period. The scope of the
system will be extended throughout 2011 and 2012. Soon,
Korea will be introduced to the world as a shopping paradise
filled with excellent, high-quality shopping venues helping to
guarantee a rewarding visitor experience.
Focus on Tourism Policy - Republic of Korea
"1
st
", the Premium Shopping Certificate
that Changes the Way People Shop
U

Conferences and Meetings
February
March
15-16
17-20
18-20
24-26
14-16
19-21
24-26
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Asia Pacif ic Incentives and Meetings Expo 2011
sia Pacific Incentives and Meetings Expo (AIME)
is Australia's largest and most established event
for people involved with the organization of meetings,
conferences, incentives, exhibitions, functions and
product launches. The only place to discover exciting
new ideas, network with the right people and lock an
entire year's events into place under one roof. The 19
th
AIME will take place in Melbourne, Australia from
February 15 to 16. Along with the expo, a range of
educational master class seminars and a business events
forum will be held, allowing for a fluid exchange of
knowledge and networking. AIME is a must attend
event in the Asia-Pacific region for the meetings and
events industry, and has won the prestigious 'Exhibition
of the Year' award at the Meetings and Events Australia
(MEA) National Awards for the past two years. To learn
more about AIME, please visit <www.aime.com.au/en/>
and watch various interviews from key industry and
government figures filmed at AIME 2010.
HT&T - 4
t h
I r an Hot el , Tr avel & Tour i sm
Inter national Exhibition
The 4th Iran HT&T 2011 is going to be held as the
only official event in this field, which is supported and
authorized by the government of the Islamic Republic of
Iran to invite and encourage the affairs. This exhibition
aims to introduce the global tourism standards and the
real visage of Iran to the world. Hotel equipment,
services and accommodation information will be
introduced in part of the exhibition. Also, tour theme
packages, attractive destinations and travel agency
information will be displayed in the Travel & Tourism
side. The event will be held from 17 to 20 February 2011 at
the Tehran Permanent Fairground. Visit to the website for
more information, <http://www.iranhtt.com/>.
OTM - Outbound Travel Mar t
Outbound Travel Mart (OTM) is held annually at
prime locations in the two biggest outbound tourist
markets in India - namely Mumbai and Delhi. OTM is
India' s l eading and onl y travel show focused on
outbound travel. It will take place in Mumbai from
February18 to 2o and in New Delhi from February 24
to 26. Also, this event will provide an opportunity for
organizations from around the world to showcase their
products to a large cross-section of travel trade and
consumers in all major target markets in India, just
A
Asia Pacific Incent ives and Meet ings Expo 2011
HT&T - 4t h Iran Hot el, Travel & Tourism Int ernat ional Exhibit ion
OTM - Out bound Travel Mart
OTM - Out bound Travel Mart
Hot el Hospit alit y & Design
ITM - India Travel Mart
UNWTO- Twent y-t hird joint meet ing of t he Commission for East
Asia and t he Pacific and for Sout h Asia Conference on Tourism
and Communicat ion
Melbourne, Aust ralia
Tehran, Iran, Islamic Republic of
Mumbai, India
New Delhi, India
Sydney, Aust ralia
Pune - Maharasht ra, India
Colombo, Sri Lanka
before the peak outbound season. It is well timed to
coincide with the start of the peak outbound season and
is the best platform for marketing to the Indian travel
trade, MICE segment and tourists. OTM has over the
years been the overseas promotion choice of over 50
countries and the most awaited overseas travel and
tourism event of the year for the Indian travel trade, and
corporate and general visitors. OTM together with
Travel & Tourism Fair (TTF) is the largest network of
travel shows in India. For further information, please
visit <http://www.ttfotm.com/otm/index_otm.html/>.
Hotel Hospi tal i ty & Design
Hotel Hospitality & Design (HHD) is the largest
hotel refurbishment and design event in the southern
hemisphere, bringing together the best in the Hospitality
Industry. The three days show brings together every facet
of the hospitality supply and service network, catering to
3-5 star hotels, motels, resorts, spas, luxury hotels and
the hotel pub sectors under the one roof. The HHD
showcase for 2011 is a trade-only event taking place at
the Sydney Convention and Exhibition Centre from
March 14 to 16. With 180 budding, Marc Newson-
inspired designers exhibiting their wares, this will be the
perfect launch pad to generate business for your brand.
More than 5000 attendees visited last years' successful
shows. Interior design companies and hotel and
restaurant owners will be on the lookout for the latest
classic, sleek and totally out there designs to overhaul
their businesses with. More detailed information is
available at <http://www.hhdexpo.com.au/>
ITM - Indi a Tr avel Mar t
Starting on March 19 to 21, India's one of the
prominent International Travel & Tourism Mart, India
Travel Mart (ITM) brings people together to promote
Inbound, Outbound and Domestic Tourism in unique
style. It will be held in Pune - Maharashtra, India offering
unlimited opportunities for everyone to explore the market
and publicize their destination/product/organization at one
place. People from Tour, Travel, Tourism, Aviation,
Hospitality, Transportation and other fields will come
together and bring out suggestions and solutions to better
the industry. The main aim of India Travel Mart is to boost
tourism worldwide, develop relationships, business contacts
and joint ventures. Information is provided by ITM's official
website at <www.indiatravelmart.com/>
UNWTO - Twenty- thi r d j oi nt meeti ng of
the Commi ssi on for East Asi a and the Paci f i c
and for South Asi a Confer ence on Tour i sm
and Communi cati on
Commission for East Asia and the Pacific (CAP) and
Commission for South Asia (CSA) will have the 23
th
joint meeting starting on 24 March to 26 March 2011.
It will be held in Colombo, Sri Lanka with the agenda
"Mainstreaming Tourism in the Media and Tourism for
Sustainable Development" In this year's conference, the
discussion will focus on how the media coverage can give
an impact on reputation and positioning attractive
destination in the tourism sector. It will be debating
about the relationship between the media and the
tourism sector, which can bring economic and political
benefits. Also, in the other section, participants will talk
about sustainable development in tourism, looking at a
case of Sri Lanka's international development using the
tourism sector as a key factor. For further information,
please visit <To Be Confirmed>.
34
Sr i Lanka i s an Act i ve Pl ayer at Wor l d
Tr avel Mar ket 2010
Sri Lanka was an active player at World Travel Market
2010 in London, United Kingdom. Tourism representatives
from the nation delivered an impactful presentation
conveying the country's desire and potential to be a top
tourism performer.
At a wel l -attended Worl d Travel Market press
conference, Sri Lanka Tourism Chairman Dr. Nalaka
Codahewa officially launced the 2011 Visit Sri Lanka
campaign, with its theme of eight wonderful experiences
in eight days. Dr. Godahewa applauded industry
support for the campaign logo and slogan, refreshingly
Sri Lanka 'the Wonder of Asia.'
Mr. Xu Jing, Regional Director for Asia and the
Pacific, World Tourism Organization (UNWTO) met
with Mr. Malraj Kiriella, Acting Managing Director of
the Sri Lanka Tourism Promotion Bureau (SLTPB) and
Dr. Nalaka Godahewa, Chairman of Sri Lanka Tourism.
Mr. Xu held talks with his counterparts from Sri Lanka
on tourism cooperation between the UNWTO and Sri
Lanka. Discussion on further collaboration in 2011 was
evidenced with the scheduling of a UNWTO Regional
Commission Meeting to be held in Sri Lanka in March
2011.
Mongol i a Inter nati onal Tour i sm Fai r 2010
The Mongolian National Tourism Center (MNTC)
and the Ministry of Nature, Environment and Tourism
organized the 6th Mongolia International Tourism Fair.
(ITF) The event took place at the Misheel Expo Center
from December 2
nd
- 4
th
. At the fair, the Mongolian
government announced the tourism industry's potential
to be one of the country's leading economic sectors. The
Ministry of Nature, Environment and Tourism
organizes its International Tourism Fair every year in
Ulaanbaatar, Mongolia. The Mongolia ITF 2010
delivered a high quality exhibition environment, aimed
to support the biggest Mongolian tourism and travel
show. The event hosted participants from China, The
Russian Federation, South Korea, Spain, Germany, The
United Kingdom and Japan - fostering opportunities for
Tourism growth via increased networking, business
partnerships and collaboration.
'Bel i eve i n Thai l and' Campaign Pr omoted
to Rei nfor ce i ts MICE Competi tiveness i n
Asi a Thr oughout 2011
The Thailand Convention & Exhibition Bureau
(TCEB) promoted its 'Believe in Thailand' campaign on
November 18
th
- aimed to reignite interest, win back
confidence, and attract consistent numbers of MICE
travelers to the country. The campaign showcased what
Thailand has to offer as a leading MICE destination in
Asia. This includes the country's renowned hospitality,
numerous business opportunities and a myriad of
amazing destinations.
The Bureau organized a fam tour, bringing media
from target market locations across Asia and Europe in
an effort to show to promote the resumption of business
in the country, as well as new MICE developments both
in Bangkok and Pattaya. The trip is one of the activities
under the recently launched 'Believe in Thailand'
marketing campaign that is striving to boost the
country's Business Events Industry. According to Mr.
Akapol Sorasuchart, President of TCEB, the campaign
will reiterate to the world that Thailand is a dynamic
business event destination by highlighting the unique
strengths and attractions that have made Thailand a
preferred MICE destination all over the world.
Asi a Paci f i c News Brief
36
Throughout 2011, TCEB will also be implementing a
roadmap designed to integrate marketing and
communications activities that foster more collaboration
between the public and private sectors in order to move
Thailand's MICE industry forward. This roadmap was
also a joint effort, drawn up with the help of all relevant
parties. Ultimately the 'Believe in Thailand' campaign is
expected to help Thailand's MICE industry grow from
Bt52 billion this year to Bt57.6 billion in 2011.
Thailand has a huge variety of beautiful and exciting
MICE destinations across the country. TCEB currently
provides incentives under 'Thailand Maximise' for
MICE delegates and also plans to raise the profile of
previously unknown cities that have the potential to
become new MICE destinations, including Chiang Mai,
Songkhla, Pattaya and Phuket.
UNWTO t o Assi st Chi na i n Desi gni ng
Nati onal Tour i sm Law
The UNWTO will assist the government of China in
the formulation of its first ever national tourism law. The
organization's headquarters, a high-level delegation led by
parliamentarians of the China National People's
Congress and the China National Tourism
Administration (CNTA), agreed to request the technical
and pol itical support of UNWTO to design its
normative framework for tourism. This announcement
fol l ows l ast year' s identification by the Chinese
government of the tourism sector as one of its strategic
development areas.
Through the CNTA, China will follow the positive
experience of different UNWTO member countries in
implementing national tourism legislation. Mr. Shi
Xiushi, Chairman of the Financial and Economic Affairs
Committee, expressed the need to design such a law and
invited the UNWTO to participate in its capacity as the
world's leading international tourism authority, which
has helped other member countries in defining their
respective legislations. The UNWTO accepted the
invitation and will join China in an international
symposium on tourism legislation to be held next year
to further elaborate the process of formulating the China
tourism law.
The main objective of a tourism law is to legally define
the concept of the tourism activity. Based on that legal
definition, all tourism components can be addressed
from a legal and hence political perspective, such as
tourism demand and supply, tourism policy, and
political and economic implications at the local, regional
and national levels.
"A tourism law helps to render the sector more
political and economic relevance, and directs the
attention to an activity with an importance and
compl exity, ranging from transportation to
accommodation or space management, which is often
underestimated", said UNWTO Executive Director
Frederic Pierret at the meeting.
Yogyakar ta i n Indonesi a Wel comes Back
Tour i sts Fol l owi ng Vol cani c Er upti on
Yogyakarta and surrounding areas in Indonesia are safe
and fully accessible for tourists following the eruption of
the nearby Mount Merapi volcano last October. Most of
the tourist infrastructure has not been affected by the
eruption and the rapid response of the Indonesian
authorities and the international community has allowed
for a quick return to normality.
While visiting the region, UNWTO Executive Director,
Marcio Favilla said, "Yogyakarta is ready to welcome back
tourists. This was clearly evidenced by the successful
holding this week of the World Conference on Culture,
Education and Science which I attended."
UNWTO could confirm that basic infrastructure is
intact and that Yogyakarta's Adi Sucipto international
airport is open and fully operational. The World
Conference on Culture, Education and Science, for
example, took place in Yogyakarta with the presence of
over 800 participants from some 20 different countries (5-
8 December).
Asi a Paci f i c News Brief
The Tourism Labour Market in the

Asia-Pacific Region
Thi s s t udy ha s
been undertaken to
exami ne t ouri sm
labour shortages in
Asia and the Pacific
region and to pro-
vide its member
States with practical solutions and
recommendations to assist them in
developing effective tourism labour
policies to counteract the dearth of
especially skilled labour. Ten
countries (Australia, China, India,
Indonesia, Islamic Republic of Iran,
Japan, Malaysia, Republic of Korea,
Sri Lanka and Thailand) have been
selected to represent the region in this
study. The responses to questionnaires
and interviews provided by opinion
leaders and tourism officials from
these countries constitute the main
references for this research. Other
sources of information were obtained
from governments, academic and non-
governmental entities, OECD, ILO
and key tourism bodies in the region.
Published: 2009
Price : 40.00
Sustainable Tourism Management
at World Heritage Sites - Enhancing
Inter-agency and Stakeholder
Coordination for Joint Action
World Heritage Sites
are among the most
emblematic tourism
destinations and att-
ractions, facing num-
erous challenges due
to an ever increasing
tourism activity and related develop-
ment issues. This Conference was
held as part of a strategic collabo-
ration between UNWTO and the
UNESCO World Heritage Centre in
order to address key tourism policy
and management issues, such as
coordination between heritage
management and tourism organi-
zations, extending benefits to local
communities, reducing tourism
congestion and environmental
impacts, increasing site financing and
enhancing the interpretation and
communication of heritage values
through tourism. This report
summarizes the rich exchange of
experience from the Conference,
including the overall conclusions,
expert presentations, a range of case
studies across the Asia region, as well
the results of field exercises and
working group discussions analysing
the Mount Huangshan National Park
and Hongcun-Xidi Ancient Villages,
illustrating how World Heritage Sites
can be integrated into broader regional
and destination-level tourism
management processes.
Published: 2009
Price: 35.00
Tourism and Community Develop-
ment-Asian Practices (2nd Edition)
Asias fast growing
tourism industry
with its variety of
tourism markets has
become a national
economic growth
engine. This second
overviewed edition of the report
provides a compilation of case studies
of a selected number of Asian
countries. It describes how commu-
nity tourism is developed in the
region and how tourism can
contribute to the development of local
communities. It aims to improve the
understanding of the complexity and
the related factors of the situational
elements which need to be taken into
account for better policy guidance.
This study attempts to share some
experiences among Asian countries as
well as regions elsewhere in the
world. The book serves as a reference
for graduates and university students.
Furthermore it can be of considerable
interest to policy makers and
professionals working in community
tourism.
Published: 2009
Price: 40.00 (Online Only)
Compendium of Tourism Statistics,
Data 2003-2007, 2009 Edition
The Compendium
of Tourism Statistics
is designed to pro-
vide a condensed
and quick-reference
guide on the major
tourism statistical
indicators in each country.
The 2009 edition provides statistical
information on tourism in 208
countries and territories around the
world for the period 2003 - 2007. It is
edited in English only, with countries
classified according to English
alphabetical order. For easy reference
in Arabic, French, German, Russian
and Spanish, the text of the basic
indicators and the basic references has
been printed in a separate pasteboard.
Published : 2009
Price : 65.00
Yearbook of Tourism Statistics,
2009 Edition (Data 2003 - 2007)
The 2009 edition of
the Yearbook of
Tourism Statistics
provides for 204
countries and territo
ries data on total
arrivals and overnight
stays associated to inbound tourism
with breakdown by country of origin
for the period 2003 - 2007.
The titles of the tables are in English
only. Notes are given in English,
French and Spanish. Names of
countries, regions and sub-regions as
well as the classification included on
the tables are in English only.
Countries are classified in accordance
with English alphabetical order.
Published : 2009
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f, ,

Asi a and the Paci f i c

7 UNWTO Asia Pacific Newsletter Vol.21

Two-thirds of members countries using United Nations

Two-thirds of the countries of the world regularly

One-third of member countries having a TSA compliant

One-third of member countries publishing significant

One-third of member countries engaged in improving

Documenting available statistics and administrative

Identifying how the present measurement of non-resident

Developing a set of macroeconomic indicators, in order

Employment of the poor in tourism enterprises;

Supply of goods and services to tourism enterprises by the

Informal selling of goods and services to tourists by the

Developing small/micro or community-based tourism

Tax or charge on tourists or enterprises with proceeds

Voluntary giving by tourists or tourism enterprises that

Collateral benefits to the poor from tourism investment

27 UNWTO Asia Pacific Newsletter Vol.21

31 UNWTO Asia Pacific Newsletter Vol.21

The Decree of the Governor of Bali No. 528/1993

The Decree of the Local Government No. 4/1996

33 UNWTO Asia Pacific Newsletter Vol.21

The Tourism Labour Market in the

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