Breaking Travel News talks with Indonesian tourism minister Mari Elka
Pangestu, as she shares her vision for ASEAN tourism in 2013.
Breaking Travel News: The ten
destinations of ASEAN are very diverse. To what extent is that a help or a
hindrance when promoting ASEAN as a destination?
Mari Elka Pangestu: I see the
diversity of ASEAN destinations as a strength, not a weakness.
If you go to all ten
destinations, you will find some similarities - i.e. warm engagement between
tourists and local people.
The main problem in promoting
ASEAN as a single tourist destination is connectivity and tourism
infrastructure.
To attract more tourists to
ASEAN, we should improve connectivity and accessibility by road, sea, air, and
rail, within the region.
In my opinion, we should
prioritise strengthening domestic, regional and international connectivity and
developing tourist destinations through cooperation in infrastructure building,
both soft and hard infrastructure.
In order to meet infrastructure
needs, joint frameworks such as public-private partnerships should be welcomed.
BTN: In your view, what are the
key sales and promotional points that ASEAN should be promoting to tourists in
ASEAN and beyond?
MEP: The ASEAN region is rich in
culture, heritage sites, diverse landscapes, natural beauty, and marine
attractions.
All tourism products could be
promoted to every segment of the international tourist market, because each
product has its own uniqueness.
I think another important
promotional point of ASEAN tourism is the warmth and hospitality of ASEAN
people.
Everywhere you go in ASEAN, you
will experience how cultures and traditions blend in with contemporary everyday
life.
It’s a charming mixture of
tradition and modernity.
BTN: What are the main challenges
for the tourism sector in ASEAN ahead of AEC 2015?
MEP: Connectivity and
infrastructure are the main challenges for ASEAN tourism.
That’s why ASEAN leaders have
established the Master Plan on ASEAN Connectivity 2011-2015.
ASEAN member states have
implemented the 2006 ASEAN Framework Agreement for Visa Exemption of ASEAN
nationals to support ASEAN integration and connection as one community
(reaffirmed by the ASEAN Leaders at the 19th ASEAN Summit).
In addition, Indonesia and other
ASEAN governments also support the initiative to develop the ASEAN common visa
(ASEAN single visa) for non-ASEAN nationals in the future.
We believe that this will support
the promotion of ASEAN Tourism as a single tourism destination, as well as
ASEAN’s greater integration and contribution to the global community.
BTN: How does the tourism
industry in Indonesia feel about the advent of AEC 2015?
MEP: Most tourism industries in
Indonesia are aware of AEC 2015, and they are encouraged by the government to
participate in the development.
In AEC 2015, there will be free
flow of goods, services, investment, capital, and skilled human resources.
BTN: What needs to be done to
make the ASEAN tourism region more user-friendly for investors?
MEP: There are number of
approaches which could be done by the ASEAN member states: providing tourism
investment opportunities and incentives, and providing clear rules and
regulations in each country.
To promote tourism investment,
especially in infrastructure development, Indonesia has implemented three
policies: 1) increasing the incentives given to tourism sector investment 2)
simplifying the investment procedures in tourism sector, and 3) increasing
investment promotions in the tourism sector.
We are also working on adding
more Special Economic Zones in tourism.
We already have one SEZ in
tourism in Tanjung Lesung, Banten.
Coming up soon will be Mandalika
in West Sumbawa.
Having these Special Economic
Zones, allows us to offer more fiscal incentives to foreign investment as well
as more facilitation to investors.
BTN: Indonesia is making progress
on attracting cruise operators. What needs to be done to get the cruise sector
activated across ASEAN?
MEP: In order to get the cruise
sector activated across ASEAN, we have a work plan that should be done by the
ASEAN member states: developing cruise infrastructure; developing itineraries
and routes; promoting ASEAN cruises at international trade and consumer fairs;
and collaborating with international cruise organisations and associations.
To boost cruise tourism,
Indonesia is in the process of completing five ports that can accommodate
vessels with a size of 320 metres by the end of 2013 - Sabang, Belawan,
Jakarta, Surabaya and Benoa.
An additional three ports which
are able to accommodate cruise ships of very large capacity at anchor - Lombok,
Tanah Ampo, and Komodo - will also be completed by 2014.
BTN: What message will Indonesia
be taking to the ASEAN Tourism Forum in Vientiane in January 2013?
MEP: I believe that the ASEAN
Tourism Forum 2013 in Laos will provide a great opportunity for all ASEAN
member states to discuss ways to providing an increased number of visitors to
the region with authentic and diverse products, enhanced connectivity, a safe
and secure environment, and increased quality of services.
At the same time, this has to be
done by ensuring an increasing quality of life and opportunities for residents
through responsible and sustainable tourism development.
BTN: How desirable is an ASEAN
common visa?
MEP: There is no doubt that the
ASEAN common visa will increase the number of international tourist arrivals to
the ASEAN region.
It will also accelerate the
realization of the ASEAN Economic Community (AEC), ASEAN Socio-Cultural
Community (ASCC), and ASEAN Political Security Community (APSC).
BTN: Can ASEAN promote niche
activities, such as adventure, experiential, business and long stay—as well as
mass tourism? How?
MEP: Yes of course we can. Market
segmentation is based on experience and activities.
We can develop appropriate
itineraries that meet with tourist needs or creative segmentation.
In Indonesia, we are now focusing
on seven special interest tourism sectors: historical and cultural tourism;
nature and ecotourism; culinary and shopping tourism; MICE; recreational sports
tourism; cruise; and health and wellness tourism.
Our new tourism attractions are
expected to draw not only a higher number of tourist arrivals but, more
importantly, higher quality tourists.
We hope that foreign tourists
will stay longer and spend more time in Indonesia.
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