TERM OF REFERENCE (TOR)
The Mapping of Potential Demand for
Quality Tourism in Indonesia to Support
National Tourism Recovery
DEPARTEMEN KEBIJAKAN
EKONOMI
DAN MONETER
DEPARTMENT
OF ECONOMIC
DAN MONETARY
POLICY
Background: The Impact of COVID-19 on Tourism
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The COVID-19 pandemic has significantly impacted tourism sector both in Indonesia and globally, which further prompts the need to develop quality tourism that
emphasizes on providing quality experience while taking into account environmental, social, and economic aspects.
THE TOURISM SECTOR IS PROJECTED TO RECOVER SLOWLY
A NEW STRATEGY IS NEEDED TO ACCELERATE THE RECOVERY AND STRENGTHEN INDONESIAN TOURISM SECTOR
NUMBER OF FOREIGN TOURIST VISIT AND TRAVEL INCOME
PARADIGM OF TOURISM DEVELOPMENT
IN THE FUTURE
Source: BPS, Bank Indonesia
SKENARIOGLOBAL
KEDATANGAN
TURIS
INTERNASIONAL
DUNIA
2005-2025
TOURIST
ARRIVAL
PROJECTION
2005-2025
Source: Kemenparekraf
Background: New Trend of Tourism
The COVID-19 pandemic has encouraged changes in tourism trend and preferences, which are characterized by 3 main aspects: increasing sustainable tourism preference; avoiding crowds, as well as
an emphasis on cultural connections and local communities while taking into account environmental, social, and economic aspects.
THE COVID-19 PANDEMIC TRIGGERS A LARGE SCALE
CHANGE IN VARIOUS FIELDS, INCLUDING TOURISM
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Increasing preference for travel that prioritizes sustainability
AMENITIES
ATTRACTIONS
ACCESS
70%
40%
Hope that the tourism sector is
more eco-friendly
Will reduce the use of aircraft
transportation to reduce the
impact of climate change
46%
Think that waste management is
important to be improved and
developed in tourism sector
activities
Source: Survei Bappenas 2021 di Eropa; Travel Report 2022-Booking.com
2
3
Avoiding crowds
TOURISM PLAN FOR THE NEXT YEAR
64%
40%
Avoid popular tourist
destinations and
attractions
31%
Exclusively travel
in off peak
seasons or
outside of peak
season
Choose an alternative to their
preferred destination
Source: Tren Industri Pariwisata 2021, Kemenparekraf
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Source: Travel Report 2022-Booking.com
Emphasis on cultural connections
and local communities
66%
Want to have
authentic
experiences that
are representative
of the local culture.
27%
Actively familiarize
themselves with
the local cultural
values and traditions of
their destination in
advance of their trips.
Source: Travel Report 2022-Booking.com
59%
Want to leave the
places they visit
better than when
they arrived.
25%
Would be willing
to pay more for
travel activities to
ensure they are
giving back
local communities.
78%
Intend to stay at a sustainable
property at least once in the
coming year.
The development of QT in Indonesia has been studied since 2020, and continued this year with focus on the demand side
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INDONESIAN TOURISM
Enhancement: Quality Tourism
Existing: Mass Tourism
SUPPLY
DEMAND
2020 STUDY
2021 STUDY
STRENGTHENING INDONESIAN TOURISM THROUGH
THE DEVELOPMENT OF QUALITY TOURISM
THE DEVELOPMENT OF QUALITY TOURISM BASED ON TYPES OF
TOURISM TO SUPPORT NATIONAL RECOVERY
Initial study to develop the concept and the indicators needed to
measure quality tourism (QT); rank the performance of 10 tourism
destinations in Indonesia based on QT indicators; and formulate
policy recommendations to strengthen the quality of tourism in
Indonesia
Further study on the development of QT in Indonesia by developing
QT indicators that are more specific based on types of tourism, e.g.
eco tourism, marine tourism, MICE, and tourism villages; as well as
identifying the strengths and weaknesses of each destination.
FINDINGS:
• Quality Tourism is a concept of tourism that emphasizes on
sustainability with supporting basic competitiveness that gives
tourists a unique experience with high values, so that it could
provide maximum satisfaction while maintaining environmental,
social, and cultural sustainability as well as making positive
impact to the local economy.
• QT index in 10 tourism destinations in Indonesia showed that
Nusa Dua, Ubud, and Bintan were the best performing
destinations in terms of QT implementation, better than the 5
Super Priority Tourism Destinations (5 DPSP).
FINDINGS:
• Sustainability indicator in all types of tourism has the highest
weight, in line with the orientation of QT development. However,
sustainability has the lowest performance among all other
indicators and hence becomes the first priority that needs to be
addressed in developing QT.
• Basic competitiveness indicator in marine tourism and high value
indicator in MICE also have one of the highest weights but
relatively poor performance, and thus both indicators are also
included in the first priority to develop QT in both types of
tourism.
2022 STUDY
The mapping of potential
demand for quality tourism
in Indonesia
THE DEVELOPMENT OF SUPER PRIORITY
TOURISM DESTINATIONS (5 DPSP)
QT indicators will be used as
reference by the Indonesian
Gov’t in the development of 5
DPSP
Study Purpose and Scope
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Purpose of Study
1. Identifying the profile of foreign and domestic tourists that are potential to be the market of QT in Indonesia
2. Mapping the potential market of foreign and domestic tourists for QT in Indonesia based on 6 types of tourism
3. Formulating policy/strategy recommendations to efficiently market and promote QT in Indonesia
Scope of Study
The mapping of potential foreign and domestic tourists for QT will be done based on 6 types of tourism, i.e.:
• Marine/beach/lake/river tourism
• Arts and culinary tourism
• Eco tourism/non-aquatic nature tourism
• Rural/village tourism (community-based tourism)
• City tour
• History/religion/sports/health tourism
Methodology
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1
2
3
4
DESK REVIEW
Desk review includes literature review and analyzing secondary data. The aim of desk review is to collect
references from similar studies as well as to collect references regarding strategies to promote quality
tourism.
SURVEY
A survey with random sampling has been conducted in June’22 on approx. 550 domestic tourists and 350
foreign tourists in 7 main provinces in Indonesia to obtain basic information on their profile and preferences
for QT in Indonesia.
FOCUS GROUP
DISCUSSION
FGD is conducted to gain more detailed qualitative information and other insights from related stakeholders
regarding the preferences and profile of foreign and domestic tourists from respective countries that are
potential to be the market of QT in Indonesia.
QUANTITATIVE
ANALYSIS
• Analyzing survey result with tabulations
• Mapping potential countries/provinces in each type of tourism using quadrant model
Survey Preliminary Result
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THE MAJORITY OF FOREIGN TOURISTS ARE WILLING TO SPEND MORE MONEY TO EXPERIENCE QT IN INDONESIA, I.E. DESTINATIONS
THAT ARE STILL NATURAL, THE LOCATION IS SECLUDED, AND EDUCATIONAL/KNOWLEDGE-BASED TOURISM ACTIVITIES
Tourist attractions/destinations are still natural (minimum…
Not interested in
QT
19%
52.5%
The location of tourist attraction is secluded/far from the crowd
47.5%
Educational/knowledge-based tourism activities that also have a…
47.2%
Tourist attractions are unique and can't be found anywhere else
37.1%
Tourist destination is supported by good infrastructure and…
32.0%
Availability of premium/luxury facilities and amenities (e.g.…
Willing to
spend more
for QT
81%
21.7%
Takes full account of environmental, social, and economic…
11.0%
Tourism activities involve and contribute positively to local…
Others
FOREIGN TOURISTS TEND TO CHOOSE MARINE TOURISM AND ARTS & CULINARY, WITH BALI AND LOMBOK AS FAVORITE
DESTINATIONS
8.6%
1.5%
IN GENERAL, FOREIGN TOURISTS WITH THE HIGHEST POTENTIAL FOR QT ARE FROM MIDDLE EAST, AMERICA, AND EUROPE; AGED >
42 YEARS OLD; MARRIED; HOUSEWIVES/WORK AS PRIVATE EMPLOYEES; HIGHLY EDUCATED; AND MAKE> $80,000/YEAR
100%
Middle East
Female
GENDER
Male
82.9%
81.5%
COUNTRY
OF ORIGIN
America
90%
Europe
90%
Australia-New
Zealand
Asia
Married without
children
92%
Others
90%
Housewife
Private employee
Professional
Retired
Domestic partner
STATUS
87%
Married with
children
80%
Single
78%
Others
OCCUPATION
Student
Entrepreneur
Government employee
Post-graduate
Graduate
EDUCATION
ATTAINED
Middle/High
School
College/Under
graduate
Not working/unemployed
94%
Alone
89%
76%
72%
Family
TRAVELLING
GROUP
Friends
Colleagues/co
-workers
Sumber: Survei Preferensi Quality Tourism, Dsta & KPwDN Jun 2022, n = 335
81%
AGE
66%
94%
91%
86%
83%
83.3%
76%
74%
64%
50%
42 – 57 years old
83.3%
25 – 41 years old
81.4%
> $80,000
$40,000 - $79,999
ANNUAL
INCOME
87%
58%
85.7%
20 – 24 years old
88%
75%
> 57 years old
65.2%
97%
90%
Prefer not to say
78%
< $20,000
77%
$20,000 - $39,999
75%
> US$ 3,500
100%
Others
100%
90%
US$ 2,100 – 3,500
TRAVEL
SPENDING
US$ 700 – 2,100
79%
< US$ 700
73%
No cost/sponsored
50%
CERTAIN REGIONS SHOW SLIGHTLY DIFFERENT INTERESTS: EAST ASIA (HISTORY/RELIGION), MIDDLE EAST (CITY
TOUR), EUROPE EXCL. NORTHERN EUROPE (VILLAGE TOURISM & SPORTS)
The role of VITO
Becoming the source in FGD to provide information regarding the following questions:
1. What are the current trend/preferences in travelling in your country? Has there been any shift since the COVID19 pandemic?
2.
What are the characteristics of premium travelers in your country that are usually interested to travel to
Indonesia? (e.g. gender, occupation, age, marital status, lifestyle, hobbies, etc.)
3.
Which factors influence the decision-making of travelers in your country when choosing certain
destination/type of tourism?
4.
In general, how big do you think is the market potential for QT in Indonesia in your country?
FOCUS GROUP DISCUSSION
•
The FGD will be conducted online in the 5th week of August-the 1st week of September (subject to the
availability of each VITO)
•
The duration of the FGD will be around 1,5 – 2 hours
•
There will be 2 – 3 VITO with similar time zone in each FGD session
•
The FGD will be conducted in English
•
Each VITO is expected to prepare materials regarding the above questions and present them in the
beginning of the FGD
•
The FGD will be attended by participants from Bank Indonesia (Department of Economic & Monetary Policy
and Representative Offices Abroad) and Ministry of Tourism and Creative Economy
•
Link zoom: http://bit.ly/PariwisataBI2022 (Meeting ID: 392 954 8503; Passcode: 80QTHC)
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Suggested FGD Schedule
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DATE
JADWAL FGD
VITO Australia - Melbourne
Wednesday, VITO Saudi Arabia
August 31st 2022
VITO Rusia
VITO Malaysia
Thursday,
VITO Singapura
st
September 1
VITO Belanda
2022
VITO Jerman
Friday,
VITO Prancis
nd
September 2
VITO Inggris
2022
LOCAL TIME
INDONESIAN TIME
13:00 - 14:30
10:00 - 11:30
10:00 - 11:30
14:00 - 15:30
10:00 - 11:30
09:00 - 10:30
10:00 - 11:30
15:00 - 16:30
10:00 - 11:30
09:00 - 10:30
15:00 - 16:30
THANK YOU
DEPARTEMEN KEBIJAKAN EKONOMI DAN MONETER