Majalah Perencanaan Pembangunan
MA JALAH TRIWULAN l EDISI 01/TAHUN X VII/2011 l ISSN 0854-3709
M E D I A I N F O R M A S I , P R O F E S I , D A N K O M U N I K A S I P E R E N C A N A AN P E M B A N G U N A N
T Penguatan Tanggungjawab Sosial
Masyarakat: Studi Kasus Desa Pesisir
T Revisiting ‘Pro-Poor Growth‘ Concept
T Indeks Kesengsaraan dan Kondisi
Keamanan Indonesia 1998 - 2009
Daftar Isi
2 International Tourism Strategy for
Indonesia
38 Analisis Pengukuran Efektifitas Diklat
Haryanto
Desy Anisya Farmaciawaty
12 Daya Saing Produk Ekspor
Manufaktur Indonesia dengan
Metode RCA Dinamis
Mochammad Rizky M dan Amalia
Adininggar Widyasanti
16 Penguatan Tanggungjawab Sosial
Masyarakat: Studi Kasus Desa
Pesisir
Bustang
Darmawijaya
49 Paradigma Pengurangan Risiko
Bencana
Endang Indriati S
54 Upaya Mengelola Hutan Indonesia
Amor Rio Sasongko
24 Stormwater Reuse Scheme for
Jakarta: an Option to Ensure Water
Sustainability
Tirta Sutedjo
29 Pembangunan Hukum Berbasis
Kearifan Lokal
Hendra Wahanu Prabandani
34 Public Procurement Reform: ReOrganizing Public Rocurement in
Indonesia
Khairul Rizal
44 Kontekstualisasi Evaluasi Kinerja
Pembangunan Daerah dalam
Penyusunan RKP
60 Revisiting ‘Pro-Poor Growth ‘ Concept
Mohammad Roudo
66 Reforma Agraria yang Berkeadilan
bagi Pembangunan Nasional
Hernydawaty
71 Model Pembinaan Jabatan
Fungsional Perencana: Tinjauan Awal
Kajian Retrospektif
Guspika
77 Peran Kepemimpinan Nasional
dalam Implementasi Pancasila
Iwan Nugroho
MA JALAH T R IWU LAN l ED ISI 01/TAHU N X V II/2011 l ISSN 0854- 3709
M E D I A I N F O R M A S I , P R O F E S I , D A N K O M U N I K A S I P E R E N C A N A AN P E M B A N G U N A N
Penanggung Jawab : Sekretaris Kementerian PPN/Sestama Bappenas, Pemimpin Umum : Dida Heryadi Salya, Budi
Hidayat Pemimpin Redaksi : Herry Darwanto Dewan Redaksi : Hanan Nugroho, Leonardo Adypurnama al. Teguh
Sambodo, Tatang Muttaqin, Rizang Wrihatnolo, Rudi Arifiyanto Desain Grafis : Tri Wisnuasih Pratiwi, Sarono Santoso
Sekretariat : Yunhri Trima Vibian, Wildawati, Myda Susanti, Budi Cahyono, Endah Widyastuti, Sovi Dasril, Mohammad
Fahmy Fadly Distribusi : Ali Sahbana, Saleh MHD, Rusmawel Zuharmirza, Nasan Tata Letak : Riduan
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Nomor STT 1685/SK/Ditjen PPG/STT/1991 Nomor ISSN 0853-3709
Pengantar
Beberapa tahun yang lalu, Indonesia diantisipasi akan masuk ke
dalam kelompok negara BRIC (Brazil, Rusia, India, dan China)
yaitu negara-negera berkembang yang maju (emerging countries).
Namun dalam sidang tahunan BRIC kali ini, justru Afrika
Selatan yang diundang masuk ke dalam kelompok itu. Manfaat
memasukkan Indonesia mungkin tidak cukup besar untuk
mengangkat kekuatan tawar BRIC dalam berhadapan dengan
kelompok negara maju G-8. Beda dengan Afrika Selatan, walaupun
dari jumlah penduduk dan besaran PDB berada di bawah Indonesia,
namun Afrika Selatan dianggap mewakili negara-negara Afrika,
sehingga semua benua kini terwakili dalam BRICS.
Munculnya BRICS tidak terlepas dari pemikiran Jim O’Neill
dari Goldman Sachs pada tahun 2001. Pada saat itu ia
memperkirakan bahwa negara-negara Brazil, Rusia, India dan
China akan menjadi negara-negara maju di dunia, menggantikan
negara-negara kaya di Eropa dan Amerika Utara saat ini.
Delapan tahun setelah pemikiran itu muncul, terbentuklah
BRIC, yang kemudian menjadi BRICS pada tahun 2011 ini.
Tujuan pembentukan BRIC adalah untuk mencapai
perdamaian, keamanan dan kemajuan bersama. BRICS ingin
berkontribusi pada pembangunan umat manusia yang adil
dan merata (equitable and fair) di muka bumi. BRICS adalah
platform untuk berdialog dan bekerjasama secara pragmatis
dalam berbagai bidang, tidak hanya ekonomi, keuangan dan
pembangunan; namun juga politik, kebudayaan, teknologi. dll.
Pada pertemuan yang ketiga di China pertengahan bulan April
2011, BRICS membuat deklarasi Sanya (Sanya adalah lokasi
pertemuan tahun ini), yang berintikan: akan mengupayakan
perkembangan ekonomi dunia yang tinggi, mantab, dan
seimbang dalam jangka panjang (long-term steady, sound and
balanced growth of the world economy). Kerjasama diantara
negara-negara BRICS mencakup bidang-bidang energi, industri
penerbangan, telekomunikasi, pangan, statistik, antimonopoli,
penelitian, keuangan, koperasi, perkotaan, kepemerintahan lokal,
kesehatan, kebudayaan, olahraga, lingkungan, inovasi, farmasi,
dan tentunya perdagangan dan investasi, dll.
China akan terus bersaing menimbun migas dan bahan mentah
lain untuk keperluan domestik dan ekspor di masa depan. Brazil
dan Rusia sama-sama menjual hidrokarbon dan barang tambang
ke negara-negara lain. Namun, bisa diramalkan persaingan
dagang ini akan dapat diselesaikan oleh mereka demi mengejar
keuntungan yang lebih besar. Ke depan, mereka mungkin akan
membentuk kelompok ekonomi yang formal seperti Uni Eropa.
Mereka juga telah, sedang dan akan menjadi kekuatan politik
dunia, khususnya jika PBB dan organisasi-organisasi dunia tidak
berperan dalam arah yang memihak negara-negara berkembang.
Keberadaan BRICS dapat membawa dampak negatif bagi
perekonomian Indonesia. Perdagangan diantara mereka akan
semakin meningkat, dalam upaya menghimpun kekuatan yang
dapat menandingi Kelompok G-8. Demikian juga investasi
diantara mereka akan meningkat, karena rasa aman dan kepastian
yang lebih tinggi dibandingkan jika berinvestasi di negara
lain. Pertemuan tahunan diantara mereka akan memudahkan
persoalan yang terjadi dapat segera diatasi. Karena perdagangan
dan investasi diantara negara-negara BRICS akan meningkat,
maka perdagangan dan investasi ke negara-negara lain akan
dapat berkurang. Ekspor Indonesia ke China dapat menurun
karena Brazil dan Rusia dapat menggantikan Indonesia memasok
bahan mentah yang akan diolah di China sebelum dijual ke
negara-negara lain. Protes Indonesia terhadap perjanjian ACFTA
akan semakin mendorong China untuk mengurangi impor dari
Indonesia. Demikian juga investasi China ke Indonesia akan
dapat menurun, karena China akan terikat untuk mengutamakan
India, Brazil atau Afrika Selatan sebagai lokasi tempat
menanamkan modalnya daripada Indonesia.
Jika kekhawatiran di atas benar terjadi, maka Indonesia perlu
segera mengalihkan tujuan ekspornya ke negara-negara lain,
antara lain ke Eropa dan Amerika Utara. Indonesia juga perlu
lebih aktif mengundang investor dari sana dan dari negara-negara
lain untuk mengimbangi menurunnya investasi dari BRICS.
BRICS juga berencana mengurangi penggunaan dolar dalam
transaksi keuangan internasional, untuk membangun sistem
perdagangan dan cadangan devisa multicurrency. Ini berarti
mereka akan menggunakan mata uang mereka sendiri dalam
melakukan perdagangan diantara mereka. Mungkin terkandung
juga keinginan untuk menjadikan Yuan menjadi mata uang
perdagangan internasional, sebab volume perdagangan China
saja dengan negara-negara lain mencapai 40% perdagangan
dunia pada tahun 2010. Demikian juga dalam menyalurkan
hutang atau hibah ke sesama negara anggota BRICS, akan
digunakan mata uang mereka sendiri.
Kendati ada kesamaan tujuan dalam pembentukan kelompok ini,
diantara mereka juga terdapat perbedaan kepentingan. India dan
1
Sebagai negara yang ingin sejajar dengan negara-negara yang
telah lebih dahulu maju, Indonesia perlu aktif mengikuti
perkembangan kerjasama antarnegara. Karena tidak bisa
bergabung dengan BRICS, Indonesia dapat membentuk blok
serupa bersama dengan negara-negara emerging lain, seperti
Meksiko, Turki dan Korea Selatan. Itu semua membutuhkan
perencanaan yang matang, agar memberi manfaat bagi negaranegara anggota sekaligus bagi masyarakat dunia.
Majalah Perencanaan Pembangunan edisi pertama tahun 2011 ini
menampilkan beragam artikel menarik yang perlu disimak oleh
para perencana pembangunan, baik di pusat maupun di daerah.
Semoga bermanfaat dan memberi inspirasi dalam merumuskan
pemikiran-pemikiran untuk pembangunan bangsa dan negara.
Selamat membaca.
Herry Darwanto
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
http://3.bp.blogspot.com
I. Introduction
INTERNATIONAL
TOURISM
STRATEGY FOR
INDONESIA BASED
ON STUDY OF
TOURISM TRENDS
IN ASIA AND THE
PACIFIC REGION
According to the United Nations World Tourism Organization
(UNWTO), international tourism, especially inbound tourism,
is a key to the development, prosperity, and well-being for
countries in the world. As a worldwide major trade category,
tourism is ranked fourth after fuels, chemicals, and automotive
product (UNWTO, 2010a). Most developing countries’ income
depends on tourism as the main sources for foreign exchange.
These statements are supported by the fact that over the last few
decades, tourism has been the fastest growing service industry
in the world. From the following graph, we can see that the
international tourist arrivals show an upward trend from 1990
to 2010 with a decrease only in 2009. Around 935 millions of
people in 2010 have travelled worldwide with tourism purposes,
more than twice of that in 1990, i.e., 438 millions of people.
Graph 1. International Tourist Arrivals and International
Tourism Receipts from 1990 to 2010
1000
901
900
802
800
700
Desy Anisya Farmaciawaty
941
919
683
858
877
935
852
679
600
533
500
400
300
478
433
405
264
200
100
0
Arrivals (millions)
Receipt (US $billion)
1990
438
264
1995
533
405
2000
683
478
2005
802
679
2007
901
858
2008
919
941
2009
877
852
2010*
935
Source: UNWTO, Tourisms Highlight 2010 edition and World Tourism Barometer, January 2011.
Note: *2010 results are UNWTO estimates based on data collected as at January 2011
Asia and The Pacific
2
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Realizing these facts, many countries have opened up their
tourism destinations and invested in tourism development in
order to create jobs and enterprises, develop infrastructure, and
gain export revenues. These steps have resulted in a considerable
contribution to the global revenue. In 2009, international
tourisms receipt was US$ 852 billion, more than triple the value
in 1990 (US$ 264 billion). The export income generated from
international tourism had exceeded US$ 1 trillion in 2009 or
nearly US$ 3 billion a day, which accounted for 30% of the
world’s export of commercial service and 6% of total export of
goods and services (UNWTO, 2010a).
The benefits of tourism are shared into UNWTO five regions,
which are Europe, Asia and the Pacific, Americas, Africa, and
Middle East. Among these regions, Europe, as the most mature
and largest tourism sector, is historically visited by more than
half of the international visitors. As a consequence, Europe
always enjoys around 50% of the overall world tourism receipts.
Even after the incident of global recession and economic crisis
in late 2008 and 2009, their share in 2009 was still 48.5%
i.e. US$ 413 billion, although their market shares somewhat
declined compared to the previous years.
Meanwhile, Asia and the Pacific experienced a steady growth in
tourism. See Table 1. Earlier in the 1990s, Asia and the Pacific
position of tourist arrivals and tourism receipts were lower than
America’s, while currently their position is second to Europe,
leaving America behind. In 2010, they showed a remarkable
12.6% growth after the global crisis, and enjoyed 24% of market
share.
Indonesia, a country within the South East Asia sub-region,
was visited by 6.3 million tourists and received US$ 6.3 billion
of tourism receipt (UNWTO, 2010a) in 2009. Globally,
tourism competitiveness of Indonesia is low. According to
Travel and Tourism Competitiveness Report 2009 issued by
World Economic Forum, Indonesia’s tourism competitiveness
was ranked 81st out of 133 countries, which was lower than
Singapore (10st), Malaysia (32st), and Thailand (39st). According
to WEF, even though the price competitiveness and the natural
resources in Indonesia are rated highly, these advantages
are counterbalanced by weaknesses such as underdeveloped
infrastructure and concern over tourist safety and security.
Tourism competitiveness affects the ability of one country to
obtain the tourism market share. With low competitiveness,
Indonesia can only have small pieces of Asia and the
Pacific tourism market share which was 3.1% in 2009. As a
consequence, the tourism ability to enhance foreign exchange
revenue, to increase the value-added of Gross Domestic Product
(GDP), and to create employment in Indonesia is not optimum.
As a response to the problems above, this paper will discuss
Indonesia’s tourism strategy to boost tourism competitiveness
by considering information on ongoing and emerging tourism
trends in Asia and the Pacific. This paper begins by describing
tourism trends in Asia and the Pacific, and Indonesia’s tourism
position among other countries. A SWOT analysis is then used
to investigate the main issues in tourism sector of Indonesia.
Finally, it will provide suggestions and recommendations to
solve the problems.
Table 1. International Tourist Arrivals and Receipts by Region
II. Overview of Tourism in Asia and the Pacific
UNWTO region
Europe
Northern Europe
Western Europe
Central/Eastern Europe
Southern/Mediterr. Europe
Asia and The Pacific
Narth East Asia
South East Asia
Oceania
South Asia
America
North America
Caribbean
Central America
South Amerita
Africa
North Africa
Sub Sahara Africa
Middle East
2007
478.4
58.1
153.9
96.6
169.8
182.0
101.0
59.7
11.2
10.1
143.9
95.3
19.9
7.8
21.0
43.2
16.3
26.9
46.9
2008
478.4
56.4
153.2
100.0
171.2
184.1
101.0
61.8
11.1
10.3
147.8
97.7
20.1
8.2
21.8
44.4
17.1
26.9
46.9
2009 2010* 2010*
456.9 471.5
50.4
53.4
53.3
5.7
148.6 156.1
16.7
89.9
93.7
10.0
165.1 168.4
18.0
181.0 203.8
21.8
98.1 111.7
11.9
62.1
69.6
7.4
10.9
11.6
1.2
9.9
10.9
1.2
140.5 151.2
16.2
92.1
99.2
10.6
19.5
20.3
2.2
7.6
8.3
0.9
21.3
23.5
2.5
45.8
48.7
5.2
17.6
18.6
2.0
28.2
30.1
3.2
52.7
60.0
6.4
08/07 09/08
0.5
50.4
-5.5
5.7
-3.0
16.7
10.0 -10.1
-3.5
18.0
-1.7
1.1
-2.9
0.0
0.5
3.5
-1.6
-0.9
-3.4
1.1
-4.9
2.7
-5.8
2.6
-2.8
1.0
-7.4
6.4
-2.3
3.8
3.1
2.7
2.5
4.8
3.5
1.5
-5.7
19.2
08*/09
3.2
-0.1
5.1
4.2
2.0
12.6
13.9
12.1
6.0
10.1
7.7
7.8
3.9
8.3
10.4
6.4
5.8
6.9
13.9
2008
473.7
70.2
162.2
57.8
183.5
208.9
99.9
59.8
33.7
15.5
188.1
138.9
23.6
6.4
19.2
30.2
10.8
19.4
39.7
2009**
413.0
60.9
143.7
47.4
161.1
203.7
100.3
54.3
33.5
15.6
165.2
118.9
22.2
5.9
18.2
28.9
9.9
18.9
41.2
2009**
900
1,15
980
530
940
1,12
1,02
870
3,08
1,55
1,17
1,29
1,14
770
850
630
570
670
780
2009**
48.5
7.1
16.9
5.6
18.9
23.9
11.8
6.4
3.9
1.8
19.4
14.0
2.6
0.7
2.1
3.4
1.2
2.2
4.8
Source: UNWTO, Tourisms Highlight 2010 edition and World Tourism Barometer, January 2011.
Note:
* 2010 results are UNWTO estimates based on data collected as at January 2011
**2009 results are UNWTO estimates based on data collected as August 2010
Nowadays, Asia and the Pacific’s tourism has become the
spotlight of the
world,
Asia and
The Pacificsince they always experience a doubledigit growth rate, boosted by a strong development of the local
economies (UNWTO, 2011). Within Asia and the Pacific
region, the strongest performance was recorded in the North
and South-East Asia sub-regions. From the table above we can
see that respectively, the two sub-regions received 11.8% and
6.4% of tourism market share in 2009.
3
Currently, Asia and the Pacific region is known as the second
largest tourism industry after Europe. In 2010, tourist arrivals in
Asia and the Pacific region accounted for 203.8 million people,
which is nearly 22% of overall world tourist arrivals. In addition,
the region also enjoyed US$ 203.7 billion income, which is
close to 24% of the total international tourism receipt (Table
1), thus making tourism industry as one of the most powerful
engines for economic development and foreign exchange
generator in Asia and the Pacific. Moreover, UNWTO’s
Tourism 2020 Vision forecasted that in 2020 Asia and the
Pacific will be visited by more than twice of visitors in 2010,
i.e., 416 million people and will receive nearly 27% of the global
tourism market share. From Table 2 we can see that the region
has a high annual growth rate compared to other regions, i.e.,
6.1%. According to Mak and White (1992), this growth was
driven by the rising of economic prosperity, the diffusion of air
travel, and the increasing of liberal policies on resident travel
abroad in Asia and the Pacific region. Later, Singh (2000) also
added that the tourism growth factors in Asia and the Pacific
was fuelled by strong economic growth and increase in income,
breakdown of political barriers, easing of travel restrictions,
liberalization of air transport, and the focused marketing
campaign by the Asia and the Pacific governments.
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Tourist Arrivals 2009-2010
In 2010, North East Asia received more than 111 million
visitors, increased more than 13 million tourists compared to
2009. Meanwhile, in 2010 tourism in South East Asia has
also shown a significant 12% growth and received more than
and The Pacific
Region
7.5 million visitors Asia
compared
toSub
that
in 2009. Oceania and
South Asia received 11.6 million and 10.9 million of tourists
Tourism
Growth
Rate
respectively in 2010,
and grew
by 6% and
10% from 2009 to
2010.
Table 2. Forecast of International Tourist Arrivals by Region
(million)
1995
564
20
109
85
338
12
Total
Africa
America
Asia and The Pacific
Europe
Middle East
2010* 2020
935 1.561
77
49
282
151
416
204
717
472
69
60
1995-2020
5,5
5,5
3,9
6,1
3
7,1
1995
3,6
3,6
19,3
15,1
59,8
2,2
2020
5,0
5,0
18,1
26,6
45,9
4,4
As the largest receiver among other sub-region in Asia and
the Pacific, North East Asia also has the largest income from
tourism. In 2010, this sub-region received more than US$ 100
billion, which is nearly twice the income of South East Asia,
i.e., US$ 54.3 billion. In that year, tourism in Oceania received
US$ 33.5 billion, which is more than twice the income of South
Asia, i.e., US$ 15.6 billion, even though they were visited by
nearly the same number of tourists in 2010.
Source: World Tourism Organization (UNWTO).
Note:* 2010 results are UNWTO estimates based on data collected as at January 2011
Asia and the Pacific is also known as the most resilient region
in term of tourism industry. In late 2008 and 2009, the world
was facing an economic downturn caused by the global
recession and economic crisis and aggravated by the concerns
about the outbreak of the influenza A (H1N1) virus. However,
Asia and the Pacific was the first region to recover from the
economic hit and in 2010 recorded a truly remarkable 13%
growth in tourist arrivals after experienced a decline of -1.7% in
2009 (Table 2).
Asia and The Pacific Sub Region
Asia and The Pacific Sub Region
Graph 4. Tourism Receipts in Asia and the Pacific Sub Region 2009
The extraordinary rebound demonstrated by Asia and the
Pacific after the downturn was mainly supported by many
countries in North and South-East Asia sub-region, such as
China, Hong Kong (China), Korea, Japan, Malaysia, Thailand,
Singapore, Indonesia, Australia, etc. Those countries received
a larger number of visitors and tourism receipt compared to
countries of other sub-region (Graph 2).
100
69,6
2009
20
2010
10
10,9 11,6
9,9 10,9
0
South East Asia
North East Asia
South Asia
Oceania
Asia and The Pacific Sub Region
Tourism Growth Rate
2010/2009
Growth Percentage
33,5
South East Asia
54,3
North East Asia
100,3
0
20
40
60
US$ Billion
80
100
120
To look more deeply into tourism condition in Asia and the
Pacific, we will discuss some selected countries within the
sub-regions. These countries are: China, Hong Kong (China),
Republic of Korea, Japan, Macao (China) from North East
Asia; Indonesia, Malaysia, Singapore, Philippines, Thailand,
and Vietnam from South East Asia; India from South Asia;
and Australia and New Zealand from Oceania. These countries
were selected because they received more than 2 million tourists
as well as more than US$ 1 billion tourism receipts in 2009.
62,1
60
Among Asia and the Pacific countries, it is clear that the North
East Asia countries have become major tourist receivers, which
outperformed those in the South East Asia. From Graph 5, we
can see that China is the most favourite destination for tourists
in Asia and the Pacific region. China (50.9 million) leads in the
tourist arrivals number, followed by Malaysia (23.6 million),
Hong Kong (China) (16.9 million), Thailand (14.1 million),
Macao (China) (10.4 million), Republic of Korea (7.8 million),
Singapore (7.5 million), Japan (6.8 million), Indonesia (6.3
million), Australia (5.6 million), India (5.1 million), Vietnam
(3.7 million), Philippines (3.0 million), and New Zealand (2.5
million).
14%
12%
10%
6%
North East Asia
South East Asia
Oceania
Asia and The Pacific Sub Region
South Asia
Source: World Tourism Organization (UNWTO)
Note: 2010 results are UNWTO estimates based on data collected as at January 2011
Tourism Receipt
Asia and The Pacific Sub Region
15,6
Oceania
III. Comparison of selected individual countries
in Asia and the Pacific
111,7
98,1
80
16%
14%
12%
10%
8%
6%
4%
2%
0%
South Asia
Source: World Tourism Organization (UNWTO), 2009 based on data collected as at August 2010
Tourist Arrivals 2009-2010
120
Tourism Receipt
2009
4
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Asi
In term of tourism receipt, China (US$ 39.7 billion) leads the
revenue from tourism as well. However, the second is now
occupied by Australia (US$ 25.6 billion) instead of Malaysia,
followed by Hong Kong (US$ 16.5 billion), Thailand (US$
15.9 billion), Malaysia (US$ 15.8 billion), India (US$ 11.1
billion), Japan (US$ 10.3 billion), Republic of Korea (US$
9.4 billion), Singapore (US$ 9.2 billion), Indonesia (US$ 6.3
billion), New Zealand (US$ 4.4 billion), Vietnam (US$ 3.1
billion) and Philippines (US$ 2.3 billion).
As one of the largest tourist receiver in Asia and the Pacific,
China and Malaysia are included in world’s top ten tourist
destination, along with France, United States, Spain, Italy,
United Kingdom, Turkey, Germany, and Mexico. However,
in World’s top ten tourism market share, Malaysia’s position
is replaced by Australia. Clearly, China has become the leader
of both tourism receiver and generator in Asia and the Pacific,
although as an industry, tourism in China was only started
after the economic reform and open policy established in 1978.
The tourism industry, taken as one of the growth points of
the national economy, is playing an increasingly important
role in the country’s development (Guangrui, 2006). To ensure
the sustainability of tourism long term growth, China has
established a five years plan for tourism, and currently they
are entering the 12th one. These plans were made to position
tourism development strategically as a means of poverty
alleviation (UNWTO, 2010b).
Source: UNWTO 2010, retrieved from World Bank World Development Indicator
Malaysia’s ability to occupy the second place in term of the
most visited country by tourists in Asia and the Pacific is a
real evidence that their tourism plan has succeeded. Malaysia
has raised their commitments towards developing the tourism
sector by launching Malaysia Plan that formulated a number
of strategies to turn tourism into a top revenue earner for
the country, such as introducing Malaysia as Truly Asia into
the world that has attracted many tourists. To support these
plans, Malaysia has invested millions of dollars for tourism
infrastructure in an effort to increase arrivals and receipts.
However, the great number of tourist arrival in Malaysia is not
compatible with their tourism receipts. Tourist in Malaysia only
spent US$ 752.0 per arrival, thus making their tourism receipt
is smaller than Australia. Even though Australia was only
visited by 5.6 million tourists in 2009, since the tourist spent
US$ 4583.5 per arrival, Australia’s tourism receipt was US$
25.6 billion, thus making Australia as the second largest tourism
destination in Asia and the Pacific in terms of money spent.
Tourist Arrivals in 2009
NNew Zealand
Philippines
Asia and The Pacific Countries
Vietnam
India
Australia
Indonesia
Japan
Singapore
Korea, Republic of
Macao (China)
Thailand
Hongkong (China)
Malaysia
China
0
20.000
10.000
30.000
40.000
50.000
60.000
Tourist Arrivals (thousand)
Tourism Receipt 2009
New Zealand
Philippines
Vietnam
4.398
3.050
India
Asian and The Pacific Countries
In Thailand, the government has been trying hard to increase their
tourism sector since 1976 by setting up Thai Tourism Plan. This
plan has been succeeded in term of attracting many tourists to
come to Thailand as well as increasing the revenue received from
the industry, even though in 2006 their revenue in dollar terms was
decreasing as opposed to baht terms. After realizing their mistake
in the past which is only put their effort to market their tourism
product in a low price, Thailand now pay much attention to the
development of value added tourism product that tourists willing
to pay more in exchange for the benefits they received (Chaisawat,
2006). Therefore, currently Thailand generates more revenue per
tourist (US$ 1,124.1/arrival) than other leading competitor such as
Malaysia (US$ 752/ arrival) and Indonesia (US$ 999/arrival).
2.329
11.135
Australia
25.594
Indonesia
6.318
Japan
10.305
Singapore
9.187
Korea, Republic of
9.442
Macao (China)
Thailand
15.901
Hong Kong (China)
16.463
Malaysia
15.772
China
39.675
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
45.000
Tourism Receipt US$ Billion
Source: UNWTO 2010, retrieved from World Bank World Development Indicator
5
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
To attract tourists to come, Singapore has launched a tourism
blueprint titled Tourism 21 that is expected to turn the nation
into a world class tourism business centre and the tourism
capital (Singh, 2000). To support this plan, the Government
also has branded their country as a New Asia (Yue, 2006). In
addition, the government also promotes Singapore as the high-
Asia and The Pacific Tourism Departure and Expenditure
2009
90.000
81.958
80.000
70.000
Number
60.000
end meetings and incentives trade place for business tourism
as well as invested in new markets such as sports tourism
and casinos (Oxford Analytica, 2008).
47.656 47.108
50.000
Tourist Departures (thousand)
40.000
Tourism Expenditure (US$ million)
34.778
30.000
21.459
20.000
15.960
15.446
14.648
11.067 11.507
Japan in the past was known as the leading in the tourist
generator instead of tourist receiver in Asia and the Pacific,
since Japan saw tourism as a means to enhance their
international understanding and also to promote their image
to the world. However, currently Japan has become a new
competitor for other Asia and the Pacific countries because
the government has been seriously tried to use tourism
as one of their economic booster. As an evidence to this
statement, Japan now has an official institution to promote
tourism (Koldowski & Yoo, 2006). Yokoso Japan strategy
and campaigns are two of this institution’s works that
successfully took 3.7% of tourist arrivals and 5.1% of tourism
market share.
15.808
9.579
9.494
6.961
10.000
Hongkong
(China)
China
Japan
India
6.285
Korea,
Singapore
Australia
Republic of
Asia and The Pacific Countries
5.053
Indonesia
4.535
5.659
1.917 2.559
Thailand
New
Zealand
Asia and The Pacific Tourism Departure and Expenditure
Graph 7. Tourist Departure and Tourism Expenditures in Selected Asia and the Pacific Countries 2009
Source: UNWTO 2010, retrieved from World Bank World Development Indicator
Asia and for
The Pacific
Departure
and Expenditure
The massive number
bothTourism
tourist
departure
and tourism
expenditure generated by China and Japan has made these
countries included in both the World’s Top Ten Tourist
Generator and Tourism Expenditure. Therefore, many countries
in the world are competing each other with the objective
to attract tourists from China and Japan to come to their
destination, not only because these countries generate a great
deal of tourists but also because the tourists from China and
Japan are willing to spent more money in exchange on)
for the
benefit they received.
India, as one country in South Asia, has used tourism as
an important means to increase her economic growth.
Although their share in term of arrivals is not as big as other
countries in North-South East Asia, its market share was
bigger than that of Japan or Singapore, since tourists in
India were willing to pay more (US$ 2179.7/arrival).
Japan
Singapore
Australia
Republic of
Asia and The Pacific Countries
Thailand
Japan
Singapore
Australia
Republic of
Asia and The Pacific Countries
Thailand
Table 5. World’s Top Ten Tourism Expenditures
In 2009, Indonesia was able to take 3.5% of Asia and the
Pacific arrivals and 3.1% of Asia and the Pacific market
share. However, these numbers is far below Indonesia’s
neighbour achievement such as Malaysia (13.1% and 7.8%),
Thailand (7.8% and 7.8%), and Singapore (4.1% and 4.8%),
even though Indonesia is overflowing with wealth in culture
and natural beauty. The question of why Indonesia can only
take a quarter of Malaysia’s tourist arrivals has become a big
concern for Indonesia’s government. To promote tourism
and to increase market share, the government has launched a
Zealand
Zealand
Visitor Arrivals By Major Markets in Indonesia
Others
Uni Emirat Arab
Major Markets
Philippines
Germany
Source: UNWTO
2010, retrieved from World Bank World Development Indicator
Netherlands
Unuted States of Anerica
United Kingdom
South Korea Republic
Japan
on)
Table 6. World’s Top Ten Tourist Departures
Number
Countries
Departures (Million)
1 AustraliaHong Kong SAR, China
81,96
Malaysia
2 SingaporeGermany
72,30
3
United States Number of Visitor Arrivals
61,42
4
United Kingdom
58,61
5
China
47,66
6
Italy
29,06
7
Netherlands
18,41
8
Hungary
16,91
Visitor Arrivals By Major Markets in Indonesia
9
Japan
15,45
10
Ukraine
15,33
new branding of tourism campaign i.e. Wonderful Indonesia in
2011.
In term of tourist departures, the major tourist generator in
Asia and the Pacific in 2009 was Hong Kong (China) with its
82.0 million tourists, followed by China (47.7 million), Japan
(15.4 million), and India (11.0 million). Meanwhile, in term of
expenditures, the leader in Asia and the Pacific was China (US$
47.1 billion), followed by Japan (34.8 billion), Australia (US
21.5 billion), Hong Kong (China) (US$ 16.0 billion), Singapore
(US$ 15.8 billion), Republic of Korea (US$ 14.7 billion), and
India (US$ 11.5 billion). See Graph 7.
Others
Source: Uni
UNWTO
Emirat 2010,
Arab retrieved from World Bank World Development Indicator
Major Markets Major Markets
Visitor Arrivals By Major Markets in Indonesia
6
Philippines
Others
Uni Emirat Arab
Germany
Netherlands
Philippines
Unuted States of Anerica
United Kingdom
Germany
South Korea Republic
Netherlands
Japan
Unuted States of Anerica
Australia
United Kingdom
Malaysia
South Korea Republic
Singapore
Japan
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Australia
Number of Visitor Arrivals
d. Travel agents transform themselves into travel consultants
IV. Trends of Tourism in Asia and the Pacific
According to a research by UNWTO in 2006, there are some
ongoing and emerging tourism trends that currently happen
in Asia and the Pacific region. Since the trend will have major
impacts on the regional economy, culture, society, environment,
and political system to the countries within and outside of the
region, then it is very important for the countries to know and
understand the trend of tourism development in the region. The
ongoing and emerging of tourism trend in Asia and the Pacific
region are as follows:
a. Travel has become more activity-interest based rather than
destination-based
According to UNWTO, tourists nowadays are deciding
what activities they want to take part first, and then
decide on the destination that offers them. Therefore, it is
important for the destinations to identify themselves with
particular unique tourist attraction, such as spa treatment,
cruise, wellness/medical treatment, adventure tourism, sport
tourism, cultural tourism, etc. In addition, the phenomenon
of money-rich and time-poor of the visitor from the Europe
has raised demands for an integrated resort, where theme
parks, entertainment facilities, hotels, and convention centres
are combined in one location.
b. China continue to be the main drivers of tourism industry
and tourists generating countries/regions
China’s continuing economic growth has supported the
growth of business travel in the world. In 2020, UNWTO
predicted that China will need massive resources to support
tourism industry, for example in 2020 China will need 2000
new aircraft to accommodate its air transportation needs.
China has also become one of the largest tourist generators
in the world. UNWTO predicted that in 2020 China will
produce 100 million outbound tourists. In addition, tourist
from China is also not hesitating to spend more money for
tourism. This condition has made Chinese outbound tourists
are hotly pursued by countries in the region, particularly by
South East Asia and Australia.
c. The development of low cost carriers (LCCs) makes intra
and interregional travel more affordable and will change
people’s travel habits and patterns
The beginning of LCCs era in Asia has made profound
impact on people’s travel habits and patterns. The trend of
low airfares is likely to stimulate more travellers in the world
as well as to encourage travellers to exchange their annual
long-haul leisure trips with several short trips to different
destinations. Currently, the LCCs also have served not
only the short trip market but also the long haul market.
This condition has forced the Full Service Carriers (FSCs)
to cut down their operating cost to keep up with the price
competition with LCCs.
These days, travel agents are transforming themselves into
travel consultants/advisors who arrange personalized and
customized tours for the increasingly experienced travellers.
This transformation occurs mainly because their profit
are shrinking due to the increase of online bookings and
slashing of sales commission from FSCs.
e. Consolidation of social-environmental awareness and
consciousness
Nowadays, tourists are more aware and conscious over
the environmental impact of tourism as well as the
media. Another identified by UNWTO is the possible
establishment of an international reference of quality
management and environmental management for
the tourism industry, which means, the industry will
become more regulated in terms of social-environmental
requirements.
f.
Competition and cooperation among destinations for
inbound tourists
According to UNWTO, destinations, regions, and
countries are currently competing to pursue hot tourists
from China and India. The fierce competitions also have
created more cooperation among the countries. The trend
of both competition and cooperation is likely to continue
as tourists are becoming more experienced, savvy, and look
for more diversity. Another trend identified is the regional
consolidation that results in a coordinated marketing drive.
g. Asia is becoming a convention hub
Business travel within and to Asia has and will continue
to grow fast since Asia become a major recipient of
foreign direct investment as well as the increase of many
multinational corporations in the region. Therefore, Asia
will become the most wanted location for convention.
Regarding the convention market, the following trends
are observed: a) business market is growing at a faster
rate than the leisure market and Asian women business
travellers could be the fastest growing segments of the
business travel market; b) China’s business travel market is
expected to have the highest growth and India is another
great potential outbound business travel market to tap; c)
the duration of conventions becomes shorter; and d) overall
destination appeal is more important than convention
facilities when selecting a convention site.
h. Increasing growth of seniors and women travellers boost
the demand for cultural and wellness tourism
At the moment, the phenomenon of aging population
has become a global concern. One of many countries that
are experiencing this case is Japan. To attract more aging
tourists, China, Thailand, and Taiwan are planning and
building nursery villas to attract retirees from Japan and
other countries. Furthermore, the older people are also
attracted to visit cultural and heritage sites. The aging
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E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
only 444.6 thousand and 488 thousand tourists respectively.
Compared to the total number of tourists generated by China
and Japan in 2009, which were 47.6 million and 15.5 million.
Since then, visitors from China and Japan to Indonesia were
very small. Therefore Indonesia needs a strategy to attract more
tourists from major tourist generators in Asia and the Pacific.
people from Japan also prefer short holiday trips than long
haul trips. As for women traveller, they are more attracted
to shopping, visiting natural and scenic attractions, rest and
relaxation, gourmet cuisine sampling, and visiting historic
and cultural attractions.
i.
Travel safety and health become major concern require
timely communication of accurate information to mitigate
negative impacts on destinations
Graph 8. Tourist Arrivals by Major Markets in Indonesia, 2009
Visitor Arrivals By Major Markets in Indonesia
2009
Tourists are now more aware and concerned over pandemic
outbreaks and terror attacks. In addition, the terrorism
attack usually has a more serious impact on business,
official mission, and convention travellers. The threat of
a pandemic outbreak such as bird flu calls also becomes
a concern among destinations and other government
agencies. However, timely, accurate and responsible
communication is even more important than the outbreak
itself because visitors make decisions based not so much on
risk itself as on perception of risk. Destination countries
therefore should closely monitor media reports to mitigate
the negative impact of some irresponsible blanket reports of
a pandemic outbreak.
j.
Major Markets
Others
Uni Emirat Arab
1.070.990
3.871
73.000
77.018
Saudi Arabia
Russian
Philippines
India
Germany
Netherlands
France
196.429
156.545
133.032
154.932
165.656
165.098
Unuted States of Anerica
United Kingdom
South Korea Republic
Japan
China
183.261
260.314
488.320
444.598
571.541
Australia
Malaysia
Singapore
1.041.053
1.138.071
0
400.000
600.000
800.000
Number of Visitor Arrivals
200.000
1.000.000
1.200.000
Source: Indonesian Bureau of Central Statistic
Table 7. Purpose of Visiting Indonesia, 2008-2009
Human resources shortage
2008
One of the Asia-Pacific region’s drawing cards is its human
resources. However, the increasing demand for tourism
in the region has and will continue to create a shortage of
human resources in the hospitality and tourism industry.
This problem will be more serious in China, Hong Kong
SAR, Singapore, Thailand, Indochina and the Middle East.
Characteristic
Visitor
2009
Share (%)
Visitor
Share (%)
PURPOSE OF VISIT
o Business
o Official Mission
o Convention
o Holiday
o Education
o Others
V. Indonesia in Asia and the Pacific Tourism
2.115.607
33,93
1.978.434
98.474
1,58
104.197
31,29
1,65
190.970
3,06
205.037
3,24
3.627.861
58,19
3.788.341
59,91
28.079
0,45
29.532
0,47
173.506
2,78
218.189
3,45
Source: Indonesian Bureau of Central Statistic
Asia and the Pacific is known as the major tourist generator
and receiver in the world, however it is still a big question
whether Indonesia is able to take some more of the market
since Indonesia’s position is not among the top foreign currency
earners.
In 2009, more than half (60.0%) of visitors travelled to Indonesia
for a holiday, while a further 32% for the purpose of business.
Despite the global recession that hit the world in late 2008 and
2009, the number of visitors to Indonesia for holidays increased
considerably, in contrast with the number of visitors for business
purposes. This may be caused by the concern of business
travellers on travel safety, pandemic outbreak, global economic
condition, and travel security such as terrorism activities in
Indonesia. Following the serial bombing events in Bali in 2004,
bomb attacks at two Jakarta hotels in July 2009 and also the ones
i
that happened recently in 2011 (‘bom buku’), several countries
r produc
such as Australia, America, and some European countries
have issued travel warning to their citizen who wanted to visit
Indonesia, which significantly decreased the number of visiting
tourist to Indonesia (World Economic Forum, 2009).
In 2009, it was recorded that the tourist who visited Indonesia
was only 6.3 million people. This number is far behind
Indonesia’s neighbour such as Malaysia, Thailand, and
Singapore, which in the same year attracted 23.6 million,
14.1 million, and 7.5 million visitors respectively. The same
condition also applies to tourism receipt. In 2009, Indonesia
was only succeeded to book US$ 6.3 billion, while Malaysia,
Thailand, and Singapore’s income from tourism was US$ 15.8
billion, US$ 15.9 billion, and US$ 9.2 billion respectively. In
term of the number of visitors and tourism income, Indonesia
has lost to its neighbour countries in South East Asia, therefore
in the future Indonesia’s struggle to obtain more share in Asia
and the Pacific tourism would be extremely hard.
Currently, the economy of Indonesia is dependent on tourism as
a foreign exchange earner. In 2009, tourism was ranked third for
export commodities which only losing by Gas and Petroleum
act ontourism directly
ct onaccounted for 4.16%
t on
and Palm Oil. In 2009,
of total Indonesia’s Gross Domestic Product (GDP), 6.68% of
total employment, and 4.70% of total salaries.
In 2009, Indonesia’s major tourism markets were Singapore and
Malaysia, followed by Australia, Japan, and China. In Graph 8,
we can see that visitors who came from China and Japan were
8
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Malaysian’s airlines. Meanwhile, Garuda Indonesia airlines
plans to resume its flight to several destinations in Europe
such as London, Paris, Frankfurt, and Rome in 2011 since the
Europe Union has lifted the ban on flying over European land
in July 2009. Hopefully, these efforts may bring positive impacts
to increase the number of tourists from Europe and America.
Table 8. Tourism Revenue Compare To Other Export
Commodities in Indonesia
2009
Rank
Commodities
Value
(million US$)
2
Gas & petroleum
Palm oil
3
Tourism
6.298,02
4
Garments
Rubber products
Electronic
Texiles
Paper & paper produc
i products
Food
Wood products
Chemicals
5.735,60
4.870,68
4.580,18
3.602,78
3.405,01
2.960,73
2.275,32
2.155,41
1
5
6
7
8
9
10
11
19.018,30
10.367,62
The government has also formulated a policy to liberalize flight
business by conducting open sky policy in order to increase the
number of alliances among local and international airlines. It
could lead to the extension of the flight service scope. Table 10
presents the SWOT analysis of tourism business of Indonesia.
Table 10. SWOT Analysis of Indonesia’s Tourism Business
Source: Indonesian Bureau of Central Statistic
Table 9. The Economy Impact of Tourism in Indonesia,
2005-2009
act on OUTPUT COMPONENTS
ct on
t on
Impact on
GDP
Impact on
Employment
Impact on
Wages/Salaries
%
%
%
2005
5,27
6,97
4,56
2006
4,30
4,65
4,44
Year
2007
4,29
5,22
4,43
2008
4,70
6,84
4,97
2009
4,16
6,68
4,70
Source: The Indonesia Tourism Satellite Account (TSA) 2006-2010
There are some efforts that have been conducted by Indonesian
government to increase its tourism competitiveness among Asia
and the Pacific countries. The government has conducted crosssectoral coordination efforts to deal with tourism issues, simplify
the process of obtaining visas for foreign tourists by providing the
Visa on Arrival (VoA) which covers 63 countries. These efforts
are made to encourage more tourists to visit Indonesia.
International marketing and bilateral cooperations with Singapore,
Malaysia, and Thailand to increase tourits from China, India and the
Middle East is another effort. The joint marketing is conducted in
the form of sales cooperation, visa integration, as well as cooperation
in cross border management. In addition to these, Indonesian
government has also made efforts to increase the total flight seat
capacity by increasing flight frequency, considering this mode of
transportation has a very big influence for tourism in Indonesia.
One of the efforts to increase the flight seat capacity, especially
for the potential markets of Europe, is conducted by inviting
a number of Middle East airlines that serves European
destinations to extend their flights to Indonesia in addition
to the cooperation that has been done with Singapore and
9
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
activities since travelling is a form of learning for them.
In addition, Indonesia should also develop some more
attraction related to Chinese-friendly things, such as
culinary and tradition. Active promotion to China and
Japan is also considered significant to be conducted as one
means to promote tourism. Furthermore, since Indonesia
has been granted the approved destination status (ADS)
by Chinese government (Pan & Laws, 2003), Indonesia
should use this ADS scheme to attract more Chinese
tourists by cooperating with certain Chinese operators to
arrange, promote and sell travel to specified destinations in
Indonesia.
3.
Indonesia needs to cooperate with LCCs companies which
serves international flights to potential tourism markets
such as China and European countries. This cooperation
will attract more tourists who consider budget as the
higher priority more than services from those countries.
4.
To pursue the influx of tourists from major tourists’
generator in the world, Indonesia needs to collaborate
with other countries in the term of tourism destinations.
For example, Indonesia can collaborate with Singapore
and Malaysia so that Indonesia, Singapore and Malaysia
regions can be promoted as a single destination in a
bundled travelling package. This is important to attract
tourists which prefer the combination of short trip
rather than one long haul trip as well as to prevent fierce
competition with other destinations.
5.
Since tourists are more aware and conscious over the
environmental impact of tourism, Indonesia needs to
develop a sustainable tourism.
6.
Indonesia should be well prepared to provide the world
class facilities of MICE in cities that have destination
appeal, because the overall destination appeal is more
important that convention facilities when selecting a
convention site. Indonesia should consider this since
according to the UNWTO, MICE’s market is growing
at a faster rate than the leisure market, and Asian women
business travellers are the fastest growing segment of the
business travel market. Therefore, in building the facilities
to support MICE, Indonesia should take note on the
needs of woman travellers, such as providing spa, rest
and relaxation areas, shopping centres, natural and scenic
attractions, as well as historic and cultural attractions.
7.
To overcome skilled human resource shortage in Asia
and the Pacific region, Indonesia should promote the
quality and quantity of tourism education, and also
develop the standard of tourism certification that meets
the requirements of the world class standards. By this
way Indonesia may export tourism skilled labor to other
countries.
Ilustrasi : Riduan
VI. Strategy to Attract More Tourists From Asia
and The Pacific Region
From the previous analysis on tourism in Asia and the Pacific
and especially in Indonesia, there are several strategies that can
be proposed to increase the number of visitors to Indonesia as
well as the tourism receipt other than maintaining the tourism
infrastructure as well as tourist security and safety that is one of
the major threatas to tourism in Indonesia, i.e.:.
1.
2.
Indonesia needs to be more focused on particular unique
tourist attractions, such as marine tourism, adventure
tourism, or cultural and heritage tourism; which based
on the novel natural beauty of the various destinations in
Indonesia. For example, if people around the world want
to see to the most beautiful beach on earth, then they will
remember Bali and will choose Bali as their top priority
to visit. This can be done by establishing certain branding
that would significantly related to the tourism attraction
that offered by Indonesia. In addition, Indonesia should
also consider applying the concept of integrated resorts.
This is important to attract tourists from Europe and
America who have the characteristic of ‘money-rich and
time-poor’.
To attract tourists from the largest generator of tourists
in Asia and the Pacific, i.e., China and Japan, Indonesia
should develop attractions that associated with the
characteristics of tourism that preferred by people from
China and Japan. For example, Chinese and Japanese
would prefer cultural activities rather than shopping
10
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
VII.
Conclusion
From the discussion, we can conclude that the current condition
of Indonesian tourism is far below the neighbouring countries
in South-East Asia, such as Malaysia, Thailand and Singapore.
Therefore, the chance for Indonesia to seize the tourism market
share in Asia and The Pacific is considered small. To enhance
the opportunity, it is necessary for the Indonesian government
to implement various strategies th
M E D I A I N F O R M A S I , P R O F E S I , D A N K O M U N I K A S I P E R E N C A N A AN P E M B A N G U N A N
T Penguatan Tanggungjawab Sosial
Masyarakat: Studi Kasus Desa Pesisir
T Revisiting ‘Pro-Poor Growth‘ Concept
T Indeks Kesengsaraan dan Kondisi
Keamanan Indonesia 1998 - 2009
Daftar Isi
2 International Tourism Strategy for
Indonesia
38 Analisis Pengukuran Efektifitas Diklat
Haryanto
Desy Anisya Farmaciawaty
12 Daya Saing Produk Ekspor
Manufaktur Indonesia dengan
Metode RCA Dinamis
Mochammad Rizky M dan Amalia
Adininggar Widyasanti
16 Penguatan Tanggungjawab Sosial
Masyarakat: Studi Kasus Desa
Pesisir
Bustang
Darmawijaya
49 Paradigma Pengurangan Risiko
Bencana
Endang Indriati S
54 Upaya Mengelola Hutan Indonesia
Amor Rio Sasongko
24 Stormwater Reuse Scheme for
Jakarta: an Option to Ensure Water
Sustainability
Tirta Sutedjo
29 Pembangunan Hukum Berbasis
Kearifan Lokal
Hendra Wahanu Prabandani
34 Public Procurement Reform: ReOrganizing Public Rocurement in
Indonesia
Khairul Rizal
44 Kontekstualisasi Evaluasi Kinerja
Pembangunan Daerah dalam
Penyusunan RKP
60 Revisiting ‘Pro-Poor Growth ‘ Concept
Mohammad Roudo
66 Reforma Agraria yang Berkeadilan
bagi Pembangunan Nasional
Hernydawaty
71 Model Pembinaan Jabatan
Fungsional Perencana: Tinjauan Awal
Kajian Retrospektif
Guspika
77 Peran Kepemimpinan Nasional
dalam Implementasi Pancasila
Iwan Nugroho
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Penanggung Jawab : Sekretaris Kementerian PPN/Sestama Bappenas, Pemimpin Umum : Dida Heryadi Salya, Budi
Hidayat Pemimpin Redaksi : Herry Darwanto Dewan Redaksi : Hanan Nugroho, Leonardo Adypurnama al. Teguh
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Nomor STT 1685/SK/Ditjen PPG/STT/1991 Nomor ISSN 0853-3709
Pengantar
Beberapa tahun yang lalu, Indonesia diantisipasi akan masuk ke
dalam kelompok negara BRIC (Brazil, Rusia, India, dan China)
yaitu negara-negera berkembang yang maju (emerging countries).
Namun dalam sidang tahunan BRIC kali ini, justru Afrika
Selatan yang diundang masuk ke dalam kelompok itu. Manfaat
memasukkan Indonesia mungkin tidak cukup besar untuk
mengangkat kekuatan tawar BRIC dalam berhadapan dengan
kelompok negara maju G-8. Beda dengan Afrika Selatan, walaupun
dari jumlah penduduk dan besaran PDB berada di bawah Indonesia,
namun Afrika Selatan dianggap mewakili negara-negara Afrika,
sehingga semua benua kini terwakili dalam BRICS.
Munculnya BRICS tidak terlepas dari pemikiran Jim O’Neill
dari Goldman Sachs pada tahun 2001. Pada saat itu ia
memperkirakan bahwa negara-negara Brazil, Rusia, India dan
China akan menjadi negara-negara maju di dunia, menggantikan
negara-negara kaya di Eropa dan Amerika Utara saat ini.
Delapan tahun setelah pemikiran itu muncul, terbentuklah
BRIC, yang kemudian menjadi BRICS pada tahun 2011 ini.
Tujuan pembentukan BRIC adalah untuk mencapai
perdamaian, keamanan dan kemajuan bersama. BRICS ingin
berkontribusi pada pembangunan umat manusia yang adil
dan merata (equitable and fair) di muka bumi. BRICS adalah
platform untuk berdialog dan bekerjasama secara pragmatis
dalam berbagai bidang, tidak hanya ekonomi, keuangan dan
pembangunan; namun juga politik, kebudayaan, teknologi. dll.
Pada pertemuan yang ketiga di China pertengahan bulan April
2011, BRICS membuat deklarasi Sanya (Sanya adalah lokasi
pertemuan tahun ini), yang berintikan: akan mengupayakan
perkembangan ekonomi dunia yang tinggi, mantab, dan
seimbang dalam jangka panjang (long-term steady, sound and
balanced growth of the world economy). Kerjasama diantara
negara-negara BRICS mencakup bidang-bidang energi, industri
penerbangan, telekomunikasi, pangan, statistik, antimonopoli,
penelitian, keuangan, koperasi, perkotaan, kepemerintahan lokal,
kesehatan, kebudayaan, olahraga, lingkungan, inovasi, farmasi,
dan tentunya perdagangan dan investasi, dll.
China akan terus bersaing menimbun migas dan bahan mentah
lain untuk keperluan domestik dan ekspor di masa depan. Brazil
dan Rusia sama-sama menjual hidrokarbon dan barang tambang
ke negara-negara lain. Namun, bisa diramalkan persaingan
dagang ini akan dapat diselesaikan oleh mereka demi mengejar
keuntungan yang lebih besar. Ke depan, mereka mungkin akan
membentuk kelompok ekonomi yang formal seperti Uni Eropa.
Mereka juga telah, sedang dan akan menjadi kekuatan politik
dunia, khususnya jika PBB dan organisasi-organisasi dunia tidak
berperan dalam arah yang memihak negara-negara berkembang.
Keberadaan BRICS dapat membawa dampak negatif bagi
perekonomian Indonesia. Perdagangan diantara mereka akan
semakin meningkat, dalam upaya menghimpun kekuatan yang
dapat menandingi Kelompok G-8. Demikian juga investasi
diantara mereka akan meningkat, karena rasa aman dan kepastian
yang lebih tinggi dibandingkan jika berinvestasi di negara
lain. Pertemuan tahunan diantara mereka akan memudahkan
persoalan yang terjadi dapat segera diatasi. Karena perdagangan
dan investasi diantara negara-negara BRICS akan meningkat,
maka perdagangan dan investasi ke negara-negara lain akan
dapat berkurang. Ekspor Indonesia ke China dapat menurun
karena Brazil dan Rusia dapat menggantikan Indonesia memasok
bahan mentah yang akan diolah di China sebelum dijual ke
negara-negara lain. Protes Indonesia terhadap perjanjian ACFTA
akan semakin mendorong China untuk mengurangi impor dari
Indonesia. Demikian juga investasi China ke Indonesia akan
dapat menurun, karena China akan terikat untuk mengutamakan
India, Brazil atau Afrika Selatan sebagai lokasi tempat
menanamkan modalnya daripada Indonesia.
Jika kekhawatiran di atas benar terjadi, maka Indonesia perlu
segera mengalihkan tujuan ekspornya ke negara-negara lain,
antara lain ke Eropa dan Amerika Utara. Indonesia juga perlu
lebih aktif mengundang investor dari sana dan dari negara-negara
lain untuk mengimbangi menurunnya investasi dari BRICS.
BRICS juga berencana mengurangi penggunaan dolar dalam
transaksi keuangan internasional, untuk membangun sistem
perdagangan dan cadangan devisa multicurrency. Ini berarti
mereka akan menggunakan mata uang mereka sendiri dalam
melakukan perdagangan diantara mereka. Mungkin terkandung
juga keinginan untuk menjadikan Yuan menjadi mata uang
perdagangan internasional, sebab volume perdagangan China
saja dengan negara-negara lain mencapai 40% perdagangan
dunia pada tahun 2010. Demikian juga dalam menyalurkan
hutang atau hibah ke sesama negara anggota BRICS, akan
digunakan mata uang mereka sendiri.
Kendati ada kesamaan tujuan dalam pembentukan kelompok ini,
diantara mereka juga terdapat perbedaan kepentingan. India dan
1
Sebagai negara yang ingin sejajar dengan negara-negara yang
telah lebih dahulu maju, Indonesia perlu aktif mengikuti
perkembangan kerjasama antarnegara. Karena tidak bisa
bergabung dengan BRICS, Indonesia dapat membentuk blok
serupa bersama dengan negara-negara emerging lain, seperti
Meksiko, Turki dan Korea Selatan. Itu semua membutuhkan
perencanaan yang matang, agar memberi manfaat bagi negaranegara anggota sekaligus bagi masyarakat dunia.
Majalah Perencanaan Pembangunan edisi pertama tahun 2011 ini
menampilkan beragam artikel menarik yang perlu disimak oleh
para perencana pembangunan, baik di pusat maupun di daerah.
Semoga bermanfaat dan memberi inspirasi dalam merumuskan
pemikiran-pemikiran untuk pembangunan bangsa dan negara.
Selamat membaca.
Herry Darwanto
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
http://3.bp.blogspot.com
I. Introduction
INTERNATIONAL
TOURISM
STRATEGY FOR
INDONESIA BASED
ON STUDY OF
TOURISM TRENDS
IN ASIA AND THE
PACIFIC REGION
According to the United Nations World Tourism Organization
(UNWTO), international tourism, especially inbound tourism,
is a key to the development, prosperity, and well-being for
countries in the world. As a worldwide major trade category,
tourism is ranked fourth after fuels, chemicals, and automotive
product (UNWTO, 2010a). Most developing countries’ income
depends on tourism as the main sources for foreign exchange.
These statements are supported by the fact that over the last few
decades, tourism has been the fastest growing service industry
in the world. From the following graph, we can see that the
international tourist arrivals show an upward trend from 1990
to 2010 with a decrease only in 2009. Around 935 millions of
people in 2010 have travelled worldwide with tourism purposes,
more than twice of that in 1990, i.e., 438 millions of people.
Graph 1. International Tourist Arrivals and International
Tourism Receipts from 1990 to 2010
1000
901
900
802
800
700
Desy Anisya Farmaciawaty
941
919
683
858
877
935
852
679
600
533
500
400
300
478
433
405
264
200
100
0
Arrivals (millions)
Receipt (US $billion)
1990
438
264
1995
533
405
2000
683
478
2005
802
679
2007
901
858
2008
919
941
2009
877
852
2010*
935
Source: UNWTO, Tourisms Highlight 2010 edition and World Tourism Barometer, January 2011.
Note: *2010 results are UNWTO estimates based on data collected as at January 2011
Asia and The Pacific
2
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Realizing these facts, many countries have opened up their
tourism destinations and invested in tourism development in
order to create jobs and enterprises, develop infrastructure, and
gain export revenues. These steps have resulted in a considerable
contribution to the global revenue. In 2009, international
tourisms receipt was US$ 852 billion, more than triple the value
in 1990 (US$ 264 billion). The export income generated from
international tourism had exceeded US$ 1 trillion in 2009 or
nearly US$ 3 billion a day, which accounted for 30% of the
world’s export of commercial service and 6% of total export of
goods and services (UNWTO, 2010a).
The benefits of tourism are shared into UNWTO five regions,
which are Europe, Asia and the Pacific, Americas, Africa, and
Middle East. Among these regions, Europe, as the most mature
and largest tourism sector, is historically visited by more than
half of the international visitors. As a consequence, Europe
always enjoys around 50% of the overall world tourism receipts.
Even after the incident of global recession and economic crisis
in late 2008 and 2009, their share in 2009 was still 48.5%
i.e. US$ 413 billion, although their market shares somewhat
declined compared to the previous years.
Meanwhile, Asia and the Pacific experienced a steady growth in
tourism. See Table 1. Earlier in the 1990s, Asia and the Pacific
position of tourist arrivals and tourism receipts were lower than
America’s, while currently their position is second to Europe,
leaving America behind. In 2010, they showed a remarkable
12.6% growth after the global crisis, and enjoyed 24% of market
share.
Indonesia, a country within the South East Asia sub-region,
was visited by 6.3 million tourists and received US$ 6.3 billion
of tourism receipt (UNWTO, 2010a) in 2009. Globally,
tourism competitiveness of Indonesia is low. According to
Travel and Tourism Competitiveness Report 2009 issued by
World Economic Forum, Indonesia’s tourism competitiveness
was ranked 81st out of 133 countries, which was lower than
Singapore (10st), Malaysia (32st), and Thailand (39st). According
to WEF, even though the price competitiveness and the natural
resources in Indonesia are rated highly, these advantages
are counterbalanced by weaknesses such as underdeveloped
infrastructure and concern over tourist safety and security.
Tourism competitiveness affects the ability of one country to
obtain the tourism market share. With low competitiveness,
Indonesia can only have small pieces of Asia and the
Pacific tourism market share which was 3.1% in 2009. As a
consequence, the tourism ability to enhance foreign exchange
revenue, to increase the value-added of Gross Domestic Product
(GDP), and to create employment in Indonesia is not optimum.
As a response to the problems above, this paper will discuss
Indonesia’s tourism strategy to boost tourism competitiveness
by considering information on ongoing and emerging tourism
trends in Asia and the Pacific. This paper begins by describing
tourism trends in Asia and the Pacific, and Indonesia’s tourism
position among other countries. A SWOT analysis is then used
to investigate the main issues in tourism sector of Indonesia.
Finally, it will provide suggestions and recommendations to
solve the problems.
Table 1. International Tourist Arrivals and Receipts by Region
II. Overview of Tourism in Asia and the Pacific
UNWTO region
Europe
Northern Europe
Western Europe
Central/Eastern Europe
Southern/Mediterr. Europe
Asia and The Pacific
Narth East Asia
South East Asia
Oceania
South Asia
America
North America
Caribbean
Central America
South Amerita
Africa
North Africa
Sub Sahara Africa
Middle East
2007
478.4
58.1
153.9
96.6
169.8
182.0
101.0
59.7
11.2
10.1
143.9
95.3
19.9
7.8
21.0
43.2
16.3
26.9
46.9
2008
478.4
56.4
153.2
100.0
171.2
184.1
101.0
61.8
11.1
10.3
147.8
97.7
20.1
8.2
21.8
44.4
17.1
26.9
46.9
2009 2010* 2010*
456.9 471.5
50.4
53.4
53.3
5.7
148.6 156.1
16.7
89.9
93.7
10.0
165.1 168.4
18.0
181.0 203.8
21.8
98.1 111.7
11.9
62.1
69.6
7.4
10.9
11.6
1.2
9.9
10.9
1.2
140.5 151.2
16.2
92.1
99.2
10.6
19.5
20.3
2.2
7.6
8.3
0.9
21.3
23.5
2.5
45.8
48.7
5.2
17.6
18.6
2.0
28.2
30.1
3.2
52.7
60.0
6.4
08/07 09/08
0.5
50.4
-5.5
5.7
-3.0
16.7
10.0 -10.1
-3.5
18.0
-1.7
1.1
-2.9
0.0
0.5
3.5
-1.6
-0.9
-3.4
1.1
-4.9
2.7
-5.8
2.6
-2.8
1.0
-7.4
6.4
-2.3
3.8
3.1
2.7
2.5
4.8
3.5
1.5
-5.7
19.2
08*/09
3.2
-0.1
5.1
4.2
2.0
12.6
13.9
12.1
6.0
10.1
7.7
7.8
3.9
8.3
10.4
6.4
5.8
6.9
13.9
2008
473.7
70.2
162.2
57.8
183.5
208.9
99.9
59.8
33.7
15.5
188.1
138.9
23.6
6.4
19.2
30.2
10.8
19.4
39.7
2009**
413.0
60.9
143.7
47.4
161.1
203.7
100.3
54.3
33.5
15.6
165.2
118.9
22.2
5.9
18.2
28.9
9.9
18.9
41.2
2009**
900
1,15
980
530
940
1,12
1,02
870
3,08
1,55
1,17
1,29
1,14
770
850
630
570
670
780
2009**
48.5
7.1
16.9
5.6
18.9
23.9
11.8
6.4
3.9
1.8
19.4
14.0
2.6
0.7
2.1
3.4
1.2
2.2
4.8
Source: UNWTO, Tourisms Highlight 2010 edition and World Tourism Barometer, January 2011.
Note:
* 2010 results are UNWTO estimates based on data collected as at January 2011
**2009 results are UNWTO estimates based on data collected as August 2010
Nowadays, Asia and the Pacific’s tourism has become the
spotlight of the
world,
Asia and
The Pacificsince they always experience a doubledigit growth rate, boosted by a strong development of the local
economies (UNWTO, 2011). Within Asia and the Pacific
region, the strongest performance was recorded in the North
and South-East Asia sub-regions. From the table above we can
see that respectively, the two sub-regions received 11.8% and
6.4% of tourism market share in 2009.
3
Currently, Asia and the Pacific region is known as the second
largest tourism industry after Europe. In 2010, tourist arrivals in
Asia and the Pacific region accounted for 203.8 million people,
which is nearly 22% of overall world tourist arrivals. In addition,
the region also enjoyed US$ 203.7 billion income, which is
close to 24% of the total international tourism receipt (Table
1), thus making tourism industry as one of the most powerful
engines for economic development and foreign exchange
generator in Asia and the Pacific. Moreover, UNWTO’s
Tourism 2020 Vision forecasted that in 2020 Asia and the
Pacific will be visited by more than twice of visitors in 2010,
i.e., 416 million people and will receive nearly 27% of the global
tourism market share. From Table 2 we can see that the region
has a high annual growth rate compared to other regions, i.e.,
6.1%. According to Mak and White (1992), this growth was
driven by the rising of economic prosperity, the diffusion of air
travel, and the increasing of liberal policies on resident travel
abroad in Asia and the Pacific region. Later, Singh (2000) also
added that the tourism growth factors in Asia and the Pacific
was fuelled by strong economic growth and increase in income,
breakdown of political barriers, easing of travel restrictions,
liberalization of air transport, and the focused marketing
campaign by the Asia and the Pacific governments.
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Tourist Arrivals 2009-2010
In 2010, North East Asia received more than 111 million
visitors, increased more than 13 million tourists compared to
2009. Meanwhile, in 2010 tourism in South East Asia has
also shown a significant 12% growth and received more than
and The Pacific
Region
7.5 million visitors Asia
compared
toSub
that
in 2009. Oceania and
South Asia received 11.6 million and 10.9 million of tourists
Tourism
Growth
Rate
respectively in 2010,
and grew
by 6% and
10% from 2009 to
2010.
Table 2. Forecast of International Tourist Arrivals by Region
(million)
1995
564
20
109
85
338
12
Total
Africa
America
Asia and The Pacific
Europe
Middle East
2010* 2020
935 1.561
77
49
282
151
416
204
717
472
69
60
1995-2020
5,5
5,5
3,9
6,1
3
7,1
1995
3,6
3,6
19,3
15,1
59,8
2,2
2020
5,0
5,0
18,1
26,6
45,9
4,4
As the largest receiver among other sub-region in Asia and
the Pacific, North East Asia also has the largest income from
tourism. In 2010, this sub-region received more than US$ 100
billion, which is nearly twice the income of South East Asia,
i.e., US$ 54.3 billion. In that year, tourism in Oceania received
US$ 33.5 billion, which is more than twice the income of South
Asia, i.e., US$ 15.6 billion, even though they were visited by
nearly the same number of tourists in 2010.
Source: World Tourism Organization (UNWTO).
Note:* 2010 results are UNWTO estimates based on data collected as at January 2011
Asia and the Pacific is also known as the most resilient region
in term of tourism industry. In late 2008 and 2009, the world
was facing an economic downturn caused by the global
recession and economic crisis and aggravated by the concerns
about the outbreak of the influenza A (H1N1) virus. However,
Asia and the Pacific was the first region to recover from the
economic hit and in 2010 recorded a truly remarkable 13%
growth in tourist arrivals after experienced a decline of -1.7% in
2009 (Table 2).
Asia and The Pacific Sub Region
Asia and The Pacific Sub Region
Graph 4. Tourism Receipts in Asia and the Pacific Sub Region 2009
The extraordinary rebound demonstrated by Asia and the
Pacific after the downturn was mainly supported by many
countries in North and South-East Asia sub-region, such as
China, Hong Kong (China), Korea, Japan, Malaysia, Thailand,
Singapore, Indonesia, Australia, etc. Those countries received
a larger number of visitors and tourism receipt compared to
countries of other sub-region (Graph 2).
100
69,6
2009
20
2010
10
10,9 11,6
9,9 10,9
0
South East Asia
North East Asia
South Asia
Oceania
Asia and The Pacific Sub Region
Tourism Growth Rate
2010/2009
Growth Percentage
33,5
South East Asia
54,3
North East Asia
100,3
0
20
40
60
US$ Billion
80
100
120
To look more deeply into tourism condition in Asia and the
Pacific, we will discuss some selected countries within the
sub-regions. These countries are: China, Hong Kong (China),
Republic of Korea, Japan, Macao (China) from North East
Asia; Indonesia, Malaysia, Singapore, Philippines, Thailand,
and Vietnam from South East Asia; India from South Asia;
and Australia and New Zealand from Oceania. These countries
were selected because they received more than 2 million tourists
as well as more than US$ 1 billion tourism receipts in 2009.
62,1
60
Among Asia and the Pacific countries, it is clear that the North
East Asia countries have become major tourist receivers, which
outperformed those in the South East Asia. From Graph 5, we
can see that China is the most favourite destination for tourists
in Asia and the Pacific region. China (50.9 million) leads in the
tourist arrivals number, followed by Malaysia (23.6 million),
Hong Kong (China) (16.9 million), Thailand (14.1 million),
Macao (China) (10.4 million), Republic of Korea (7.8 million),
Singapore (7.5 million), Japan (6.8 million), Indonesia (6.3
million), Australia (5.6 million), India (5.1 million), Vietnam
(3.7 million), Philippines (3.0 million), and New Zealand (2.5
million).
14%
12%
10%
6%
North East Asia
South East Asia
Oceania
Asia and The Pacific Sub Region
South Asia
Source: World Tourism Organization (UNWTO)
Note: 2010 results are UNWTO estimates based on data collected as at January 2011
Tourism Receipt
Asia and The Pacific Sub Region
15,6
Oceania
III. Comparison of selected individual countries
in Asia and the Pacific
111,7
98,1
80
16%
14%
12%
10%
8%
6%
4%
2%
0%
South Asia
Source: World Tourism Organization (UNWTO), 2009 based on data collected as at August 2010
Tourist Arrivals 2009-2010
120
Tourism Receipt
2009
4
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Asi
In term of tourism receipt, China (US$ 39.7 billion) leads the
revenue from tourism as well. However, the second is now
occupied by Australia (US$ 25.6 billion) instead of Malaysia,
followed by Hong Kong (US$ 16.5 billion), Thailand (US$
15.9 billion), Malaysia (US$ 15.8 billion), India (US$ 11.1
billion), Japan (US$ 10.3 billion), Republic of Korea (US$
9.4 billion), Singapore (US$ 9.2 billion), Indonesia (US$ 6.3
billion), New Zealand (US$ 4.4 billion), Vietnam (US$ 3.1
billion) and Philippines (US$ 2.3 billion).
As one of the largest tourist receiver in Asia and the Pacific,
China and Malaysia are included in world’s top ten tourist
destination, along with France, United States, Spain, Italy,
United Kingdom, Turkey, Germany, and Mexico. However,
in World’s top ten tourism market share, Malaysia’s position
is replaced by Australia. Clearly, China has become the leader
of both tourism receiver and generator in Asia and the Pacific,
although as an industry, tourism in China was only started
after the economic reform and open policy established in 1978.
The tourism industry, taken as one of the growth points of
the national economy, is playing an increasingly important
role in the country’s development (Guangrui, 2006). To ensure
the sustainability of tourism long term growth, China has
established a five years plan for tourism, and currently they
are entering the 12th one. These plans were made to position
tourism development strategically as a means of poverty
alleviation (UNWTO, 2010b).
Source: UNWTO 2010, retrieved from World Bank World Development Indicator
Malaysia’s ability to occupy the second place in term of the
most visited country by tourists in Asia and the Pacific is a
real evidence that their tourism plan has succeeded. Malaysia
has raised their commitments towards developing the tourism
sector by launching Malaysia Plan that formulated a number
of strategies to turn tourism into a top revenue earner for
the country, such as introducing Malaysia as Truly Asia into
the world that has attracted many tourists. To support these
plans, Malaysia has invested millions of dollars for tourism
infrastructure in an effort to increase arrivals and receipts.
However, the great number of tourist arrival in Malaysia is not
compatible with their tourism receipts. Tourist in Malaysia only
spent US$ 752.0 per arrival, thus making their tourism receipt
is smaller than Australia. Even though Australia was only
visited by 5.6 million tourists in 2009, since the tourist spent
US$ 4583.5 per arrival, Australia’s tourism receipt was US$
25.6 billion, thus making Australia as the second largest tourism
destination in Asia and the Pacific in terms of money spent.
Tourist Arrivals in 2009
NNew Zealand
Philippines
Asia and The Pacific Countries
Vietnam
India
Australia
Indonesia
Japan
Singapore
Korea, Republic of
Macao (China)
Thailand
Hongkong (China)
Malaysia
China
0
20.000
10.000
30.000
40.000
50.000
60.000
Tourist Arrivals (thousand)
Tourism Receipt 2009
New Zealand
Philippines
Vietnam
4.398
3.050
India
Asian and The Pacific Countries
In Thailand, the government has been trying hard to increase their
tourism sector since 1976 by setting up Thai Tourism Plan. This
plan has been succeeded in term of attracting many tourists to
come to Thailand as well as increasing the revenue received from
the industry, even though in 2006 their revenue in dollar terms was
decreasing as opposed to baht terms. After realizing their mistake
in the past which is only put their effort to market their tourism
product in a low price, Thailand now pay much attention to the
development of value added tourism product that tourists willing
to pay more in exchange for the benefits they received (Chaisawat,
2006). Therefore, currently Thailand generates more revenue per
tourist (US$ 1,124.1/arrival) than other leading competitor such as
Malaysia (US$ 752/ arrival) and Indonesia (US$ 999/arrival).
2.329
11.135
Australia
25.594
Indonesia
6.318
Japan
10.305
Singapore
9.187
Korea, Republic of
9.442
Macao (China)
Thailand
15.901
Hong Kong (China)
16.463
Malaysia
15.772
China
39.675
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
45.000
Tourism Receipt US$ Billion
Source: UNWTO 2010, retrieved from World Bank World Development Indicator
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E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
To attract tourists to come, Singapore has launched a tourism
blueprint titled Tourism 21 that is expected to turn the nation
into a world class tourism business centre and the tourism
capital (Singh, 2000). To support this plan, the Government
also has branded their country as a New Asia (Yue, 2006). In
addition, the government also promotes Singapore as the high-
Asia and The Pacific Tourism Departure and Expenditure
2009
90.000
81.958
80.000
70.000
Number
60.000
end meetings and incentives trade place for business tourism
as well as invested in new markets such as sports tourism
and casinos (Oxford Analytica, 2008).
47.656 47.108
50.000
Tourist Departures (thousand)
40.000
Tourism Expenditure (US$ million)
34.778
30.000
21.459
20.000
15.960
15.446
14.648
11.067 11.507
Japan in the past was known as the leading in the tourist
generator instead of tourist receiver in Asia and the Pacific,
since Japan saw tourism as a means to enhance their
international understanding and also to promote their image
to the world. However, currently Japan has become a new
competitor for other Asia and the Pacific countries because
the government has been seriously tried to use tourism
as one of their economic booster. As an evidence to this
statement, Japan now has an official institution to promote
tourism (Koldowski & Yoo, 2006). Yokoso Japan strategy
and campaigns are two of this institution’s works that
successfully took 3.7% of tourist arrivals and 5.1% of tourism
market share.
15.808
9.579
9.494
6.961
10.000
Hongkong
(China)
China
Japan
India
6.285
Korea,
Singapore
Australia
Republic of
Asia and The Pacific Countries
5.053
Indonesia
4.535
5.659
1.917 2.559
Thailand
New
Zealand
Asia and The Pacific Tourism Departure and Expenditure
Graph 7. Tourist Departure and Tourism Expenditures in Selected Asia and the Pacific Countries 2009
Source: UNWTO 2010, retrieved from World Bank World Development Indicator
Asia and for
The Pacific
Departure
and Expenditure
The massive number
bothTourism
tourist
departure
and tourism
expenditure generated by China and Japan has made these
countries included in both the World’s Top Ten Tourist
Generator and Tourism Expenditure. Therefore, many countries
in the world are competing each other with the objective
to attract tourists from China and Japan to come to their
destination, not only because these countries generate a great
deal of tourists but also because the tourists from China and
Japan are willing to spent more money in exchange on)
for the
benefit they received.
India, as one country in South Asia, has used tourism as
an important means to increase her economic growth.
Although their share in term of arrivals is not as big as other
countries in North-South East Asia, its market share was
bigger than that of Japan or Singapore, since tourists in
India were willing to pay more (US$ 2179.7/arrival).
Japan
Singapore
Australia
Republic of
Asia and The Pacific Countries
Thailand
Japan
Singapore
Australia
Republic of
Asia and The Pacific Countries
Thailand
Table 5. World’s Top Ten Tourism Expenditures
In 2009, Indonesia was able to take 3.5% of Asia and the
Pacific arrivals and 3.1% of Asia and the Pacific market
share. However, these numbers is far below Indonesia’s
neighbour achievement such as Malaysia (13.1% and 7.8%),
Thailand (7.8% and 7.8%), and Singapore (4.1% and 4.8%),
even though Indonesia is overflowing with wealth in culture
and natural beauty. The question of why Indonesia can only
take a quarter of Malaysia’s tourist arrivals has become a big
concern for Indonesia’s government. To promote tourism
and to increase market share, the government has launched a
Zealand
Zealand
Visitor Arrivals By Major Markets in Indonesia
Others
Uni Emirat Arab
Major Markets
Philippines
Germany
Source: UNWTO
2010, retrieved from World Bank World Development Indicator
Netherlands
Unuted States of Anerica
United Kingdom
South Korea Republic
Japan
on)
Table 6. World’s Top Ten Tourist Departures
Number
Countries
Departures (Million)
1 AustraliaHong Kong SAR, China
81,96
Malaysia
2 SingaporeGermany
72,30
3
United States Number of Visitor Arrivals
61,42
4
United Kingdom
58,61
5
China
47,66
6
Italy
29,06
7
Netherlands
18,41
8
Hungary
16,91
Visitor Arrivals By Major Markets in Indonesia
9
Japan
15,45
10
Ukraine
15,33
new branding of tourism campaign i.e. Wonderful Indonesia in
2011.
In term of tourist departures, the major tourist generator in
Asia and the Pacific in 2009 was Hong Kong (China) with its
82.0 million tourists, followed by China (47.7 million), Japan
(15.4 million), and India (11.0 million). Meanwhile, in term of
expenditures, the leader in Asia and the Pacific was China (US$
47.1 billion), followed by Japan (34.8 billion), Australia (US
21.5 billion), Hong Kong (China) (US$ 16.0 billion), Singapore
(US$ 15.8 billion), Republic of Korea (US$ 14.7 billion), and
India (US$ 11.5 billion). See Graph 7.
Others
Source: Uni
UNWTO
Emirat 2010,
Arab retrieved from World Bank World Development Indicator
Major Markets Major Markets
Visitor Arrivals By Major Markets in Indonesia
6
Philippines
Others
Uni Emirat Arab
Germany
Netherlands
Philippines
Unuted States of Anerica
United Kingdom
Germany
South Korea Republic
Netherlands
Japan
Unuted States of Anerica
Australia
United Kingdom
Malaysia
South Korea Republic
Singapore
Japan
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Australia
Number of Visitor Arrivals
d. Travel agents transform themselves into travel consultants
IV. Trends of Tourism in Asia and the Pacific
According to a research by UNWTO in 2006, there are some
ongoing and emerging tourism trends that currently happen
in Asia and the Pacific region. Since the trend will have major
impacts on the regional economy, culture, society, environment,
and political system to the countries within and outside of the
region, then it is very important for the countries to know and
understand the trend of tourism development in the region. The
ongoing and emerging of tourism trend in Asia and the Pacific
region are as follows:
a. Travel has become more activity-interest based rather than
destination-based
According to UNWTO, tourists nowadays are deciding
what activities they want to take part first, and then
decide on the destination that offers them. Therefore, it is
important for the destinations to identify themselves with
particular unique tourist attraction, such as spa treatment,
cruise, wellness/medical treatment, adventure tourism, sport
tourism, cultural tourism, etc. In addition, the phenomenon
of money-rich and time-poor of the visitor from the Europe
has raised demands for an integrated resort, where theme
parks, entertainment facilities, hotels, and convention centres
are combined in one location.
b. China continue to be the main drivers of tourism industry
and tourists generating countries/regions
China’s continuing economic growth has supported the
growth of business travel in the world. In 2020, UNWTO
predicted that China will need massive resources to support
tourism industry, for example in 2020 China will need 2000
new aircraft to accommodate its air transportation needs.
China has also become one of the largest tourist generators
in the world. UNWTO predicted that in 2020 China will
produce 100 million outbound tourists. In addition, tourist
from China is also not hesitating to spend more money for
tourism. This condition has made Chinese outbound tourists
are hotly pursued by countries in the region, particularly by
South East Asia and Australia.
c. The development of low cost carriers (LCCs) makes intra
and interregional travel more affordable and will change
people’s travel habits and patterns
The beginning of LCCs era in Asia has made profound
impact on people’s travel habits and patterns. The trend of
low airfares is likely to stimulate more travellers in the world
as well as to encourage travellers to exchange their annual
long-haul leisure trips with several short trips to different
destinations. Currently, the LCCs also have served not
only the short trip market but also the long haul market.
This condition has forced the Full Service Carriers (FSCs)
to cut down their operating cost to keep up with the price
competition with LCCs.
These days, travel agents are transforming themselves into
travel consultants/advisors who arrange personalized and
customized tours for the increasingly experienced travellers.
This transformation occurs mainly because their profit
are shrinking due to the increase of online bookings and
slashing of sales commission from FSCs.
e. Consolidation of social-environmental awareness and
consciousness
Nowadays, tourists are more aware and conscious over
the environmental impact of tourism as well as the
media. Another identified by UNWTO is the possible
establishment of an international reference of quality
management and environmental management for
the tourism industry, which means, the industry will
become more regulated in terms of social-environmental
requirements.
f.
Competition and cooperation among destinations for
inbound tourists
According to UNWTO, destinations, regions, and
countries are currently competing to pursue hot tourists
from China and India. The fierce competitions also have
created more cooperation among the countries. The trend
of both competition and cooperation is likely to continue
as tourists are becoming more experienced, savvy, and look
for more diversity. Another trend identified is the regional
consolidation that results in a coordinated marketing drive.
g. Asia is becoming a convention hub
Business travel within and to Asia has and will continue
to grow fast since Asia become a major recipient of
foreign direct investment as well as the increase of many
multinational corporations in the region. Therefore, Asia
will become the most wanted location for convention.
Regarding the convention market, the following trends
are observed: a) business market is growing at a faster
rate than the leisure market and Asian women business
travellers could be the fastest growing segments of the
business travel market; b) China’s business travel market is
expected to have the highest growth and India is another
great potential outbound business travel market to tap; c)
the duration of conventions becomes shorter; and d) overall
destination appeal is more important than convention
facilities when selecting a convention site.
h. Increasing growth of seniors and women travellers boost
the demand for cultural and wellness tourism
At the moment, the phenomenon of aging population
has become a global concern. One of many countries that
are experiencing this case is Japan. To attract more aging
tourists, China, Thailand, and Taiwan are planning and
building nursery villas to attract retirees from Japan and
other countries. Furthermore, the older people are also
attracted to visit cultural and heritage sites. The aging
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E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
only 444.6 thousand and 488 thousand tourists respectively.
Compared to the total number of tourists generated by China
and Japan in 2009, which were 47.6 million and 15.5 million.
Since then, visitors from China and Japan to Indonesia were
very small. Therefore Indonesia needs a strategy to attract more
tourists from major tourist generators in Asia and the Pacific.
people from Japan also prefer short holiday trips than long
haul trips. As for women traveller, they are more attracted
to shopping, visiting natural and scenic attractions, rest and
relaxation, gourmet cuisine sampling, and visiting historic
and cultural attractions.
i.
Travel safety and health become major concern require
timely communication of accurate information to mitigate
negative impacts on destinations
Graph 8. Tourist Arrivals by Major Markets in Indonesia, 2009
Visitor Arrivals By Major Markets in Indonesia
2009
Tourists are now more aware and concerned over pandemic
outbreaks and terror attacks. In addition, the terrorism
attack usually has a more serious impact on business,
official mission, and convention travellers. The threat of
a pandemic outbreak such as bird flu calls also becomes
a concern among destinations and other government
agencies. However, timely, accurate and responsible
communication is even more important than the outbreak
itself because visitors make decisions based not so much on
risk itself as on perception of risk. Destination countries
therefore should closely monitor media reports to mitigate
the negative impact of some irresponsible blanket reports of
a pandemic outbreak.
j.
Major Markets
Others
Uni Emirat Arab
1.070.990
3.871
73.000
77.018
Saudi Arabia
Russian
Philippines
India
Germany
Netherlands
France
196.429
156.545
133.032
154.932
165.656
165.098
Unuted States of Anerica
United Kingdom
South Korea Republic
Japan
China
183.261
260.314
488.320
444.598
571.541
Australia
Malaysia
Singapore
1.041.053
1.138.071
0
400.000
600.000
800.000
Number of Visitor Arrivals
200.000
1.000.000
1.200.000
Source: Indonesian Bureau of Central Statistic
Table 7. Purpose of Visiting Indonesia, 2008-2009
Human resources shortage
2008
One of the Asia-Pacific region’s drawing cards is its human
resources. However, the increasing demand for tourism
in the region has and will continue to create a shortage of
human resources in the hospitality and tourism industry.
This problem will be more serious in China, Hong Kong
SAR, Singapore, Thailand, Indochina and the Middle East.
Characteristic
Visitor
2009
Share (%)
Visitor
Share (%)
PURPOSE OF VISIT
o Business
o Official Mission
o Convention
o Holiday
o Education
o Others
V. Indonesia in Asia and the Pacific Tourism
2.115.607
33,93
1.978.434
98.474
1,58
104.197
31,29
1,65
190.970
3,06
205.037
3,24
3.627.861
58,19
3.788.341
59,91
28.079
0,45
29.532
0,47
173.506
2,78
218.189
3,45
Source: Indonesian Bureau of Central Statistic
Asia and the Pacific is known as the major tourist generator
and receiver in the world, however it is still a big question
whether Indonesia is able to take some more of the market
since Indonesia’s position is not among the top foreign currency
earners.
In 2009, more than half (60.0%) of visitors travelled to Indonesia
for a holiday, while a further 32% for the purpose of business.
Despite the global recession that hit the world in late 2008 and
2009, the number of visitors to Indonesia for holidays increased
considerably, in contrast with the number of visitors for business
purposes. This may be caused by the concern of business
travellers on travel safety, pandemic outbreak, global economic
condition, and travel security such as terrorism activities in
Indonesia. Following the serial bombing events in Bali in 2004,
bomb attacks at two Jakarta hotels in July 2009 and also the ones
i
that happened recently in 2011 (‘bom buku’), several countries
r produc
such as Australia, America, and some European countries
have issued travel warning to their citizen who wanted to visit
Indonesia, which significantly decreased the number of visiting
tourist to Indonesia (World Economic Forum, 2009).
In 2009, it was recorded that the tourist who visited Indonesia
was only 6.3 million people. This number is far behind
Indonesia’s neighbour such as Malaysia, Thailand, and
Singapore, which in the same year attracted 23.6 million,
14.1 million, and 7.5 million visitors respectively. The same
condition also applies to tourism receipt. In 2009, Indonesia
was only succeeded to book US$ 6.3 billion, while Malaysia,
Thailand, and Singapore’s income from tourism was US$ 15.8
billion, US$ 15.9 billion, and US$ 9.2 billion respectively. In
term of the number of visitors and tourism income, Indonesia
has lost to its neighbour countries in South East Asia, therefore
in the future Indonesia’s struggle to obtain more share in Asia
and the Pacific tourism would be extremely hard.
Currently, the economy of Indonesia is dependent on tourism as
a foreign exchange earner. In 2009, tourism was ranked third for
export commodities which only losing by Gas and Petroleum
act ontourism directly
ct onaccounted for 4.16%
t on
and Palm Oil. In 2009,
of total Indonesia’s Gross Domestic Product (GDP), 6.68% of
total employment, and 4.70% of total salaries.
In 2009, Indonesia’s major tourism markets were Singapore and
Malaysia, followed by Australia, Japan, and China. In Graph 8,
we can see that visitors who came from China and Japan were
8
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
Malaysian’s airlines. Meanwhile, Garuda Indonesia airlines
plans to resume its flight to several destinations in Europe
such as London, Paris, Frankfurt, and Rome in 2011 since the
Europe Union has lifted the ban on flying over European land
in July 2009. Hopefully, these efforts may bring positive impacts
to increase the number of tourists from Europe and America.
Table 8. Tourism Revenue Compare To Other Export
Commodities in Indonesia
2009
Rank
Commodities
Value
(million US$)
2
Gas & petroleum
Palm oil
3
Tourism
6.298,02
4
Garments
Rubber products
Electronic
Texiles
Paper & paper produc
i products
Food
Wood products
Chemicals
5.735,60
4.870,68
4.580,18
3.602,78
3.405,01
2.960,73
2.275,32
2.155,41
1
5
6
7
8
9
10
11
19.018,30
10.367,62
The government has also formulated a policy to liberalize flight
business by conducting open sky policy in order to increase the
number of alliances among local and international airlines. It
could lead to the extension of the flight service scope. Table 10
presents the SWOT analysis of tourism business of Indonesia.
Table 10. SWOT Analysis of Indonesia’s Tourism Business
Source: Indonesian Bureau of Central Statistic
Table 9. The Economy Impact of Tourism in Indonesia,
2005-2009
act on OUTPUT COMPONENTS
ct on
t on
Impact on
GDP
Impact on
Employment
Impact on
Wages/Salaries
%
%
%
2005
5,27
6,97
4,56
2006
4,30
4,65
4,44
Year
2007
4,29
5,22
4,43
2008
4,70
6,84
4,97
2009
4,16
6,68
4,70
Source: The Indonesia Tourism Satellite Account (TSA) 2006-2010
There are some efforts that have been conducted by Indonesian
government to increase its tourism competitiveness among Asia
and the Pacific countries. The government has conducted crosssectoral coordination efforts to deal with tourism issues, simplify
the process of obtaining visas for foreign tourists by providing the
Visa on Arrival (VoA) which covers 63 countries. These efforts
are made to encourage more tourists to visit Indonesia.
International marketing and bilateral cooperations with Singapore,
Malaysia, and Thailand to increase tourits from China, India and the
Middle East is another effort. The joint marketing is conducted in
the form of sales cooperation, visa integration, as well as cooperation
in cross border management. In addition to these, Indonesian
government has also made efforts to increase the total flight seat
capacity by increasing flight frequency, considering this mode of
transportation has a very big influence for tourism in Indonesia.
One of the efforts to increase the flight seat capacity, especially
for the potential markets of Europe, is conducted by inviting
a number of Middle East airlines that serves European
destinations to extend their flights to Indonesia in addition
to the cooperation that has been done with Singapore and
9
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
activities since travelling is a form of learning for them.
In addition, Indonesia should also develop some more
attraction related to Chinese-friendly things, such as
culinary and tradition. Active promotion to China and
Japan is also considered significant to be conducted as one
means to promote tourism. Furthermore, since Indonesia
has been granted the approved destination status (ADS)
by Chinese government (Pan & Laws, 2003), Indonesia
should use this ADS scheme to attract more Chinese
tourists by cooperating with certain Chinese operators to
arrange, promote and sell travel to specified destinations in
Indonesia.
3.
Indonesia needs to cooperate with LCCs companies which
serves international flights to potential tourism markets
such as China and European countries. This cooperation
will attract more tourists who consider budget as the
higher priority more than services from those countries.
4.
To pursue the influx of tourists from major tourists’
generator in the world, Indonesia needs to collaborate
with other countries in the term of tourism destinations.
For example, Indonesia can collaborate with Singapore
and Malaysia so that Indonesia, Singapore and Malaysia
regions can be promoted as a single destination in a
bundled travelling package. This is important to attract
tourists which prefer the combination of short trip
rather than one long haul trip as well as to prevent fierce
competition with other destinations.
5.
Since tourists are more aware and conscious over the
environmental impact of tourism, Indonesia needs to
develop a sustainable tourism.
6.
Indonesia should be well prepared to provide the world
class facilities of MICE in cities that have destination
appeal, because the overall destination appeal is more
important that convention facilities when selecting a
convention site. Indonesia should consider this since
according to the UNWTO, MICE’s market is growing
at a faster rate than the leisure market, and Asian women
business travellers are the fastest growing segment of the
business travel market. Therefore, in building the facilities
to support MICE, Indonesia should take note on the
needs of woman travellers, such as providing spa, rest
and relaxation areas, shopping centres, natural and scenic
attractions, as well as historic and cultural attractions.
7.
To overcome skilled human resource shortage in Asia
and the Pacific region, Indonesia should promote the
quality and quantity of tourism education, and also
develop the standard of tourism certification that meets
the requirements of the world class standards. By this
way Indonesia may export tourism skilled labor to other
countries.
Ilustrasi : Riduan
VI. Strategy to Attract More Tourists From Asia
and The Pacific Region
From the previous analysis on tourism in Asia and the Pacific
and especially in Indonesia, there are several strategies that can
be proposed to increase the number of visitors to Indonesia as
well as the tourism receipt other than maintaining the tourism
infrastructure as well as tourist security and safety that is one of
the major threatas to tourism in Indonesia, i.e.:.
1.
2.
Indonesia needs to be more focused on particular unique
tourist attractions, such as marine tourism, adventure
tourism, or cultural and heritage tourism; which based
on the novel natural beauty of the various destinations in
Indonesia. For example, if people around the world want
to see to the most beautiful beach on earth, then they will
remember Bali and will choose Bali as their top priority
to visit. This can be done by establishing certain branding
that would significantly related to the tourism attraction
that offered by Indonesia. In addition, Indonesia should
also consider applying the concept of integrated resorts.
This is important to attract tourists from Europe and
America who have the characteristic of ‘money-rich and
time-poor’.
To attract tourists from the largest generator of tourists
in Asia and the Pacific, i.e., China and Japan, Indonesia
should develop attractions that associated with the
characteristics of tourism that preferred by people from
China and Japan. For example, Chinese and Japanese
would prefer cultural activities rather than shopping
10
E D I S I 0 1 / TA H U N X V I I / 2 0 1 1
VII.
Conclusion
From the discussion, we can conclude that the current condition
of Indonesian tourism is far below the neighbouring countries
in South-East Asia, such as Malaysia, Thailand and Singapore.
Therefore, the chance for Indonesia to seize the tourism market
share in Asia and The Pacific is considered small. To enhance
the opportunity, it is necessary for the Indonesian government
to implement various strategies th