SMART TOURISM. Dr. Ir. Arief Yahya, M.Sc. Menteri Pariwisata Republik Indonesia

SMART TOURISM

Konferensi Nasional Inovasi TIK untuk Indonesia Cerdas Aula Barat ITB, Bandung, 16 Oktober 2015

Dr. Ir. Arief Yahya, M.Sc.

Menteri Pariwisata Republik Indonesia

STRATEGY IMPLEMENTATION I. STRATEGY FORMULATION

STRATEGIC SITUATION ANALYSIS

2

I

II

III

3

Strategic Situation Analysis

(SSA)

PARIWISATA ADALAH KUNCI PEMBANGUNAN, KESEJAHTERAAN DAN KEBAHAGIAAN

4

PARIWISATA ADALAH SEKTOR UNGGULAN

(TOURISM IS A LEADING SECTOR)

 Meningkatnya destinasi dan investasi pariwisata, menjadikan Pariwisata sebagai faktor kunci dalam pendapatan ekspor, penciptaan lapangan kerja, pengembangan usaha dan infrastruktur;

 Pariwisata telah mengalami ekspansi dan diversifikasi berkelanjutan, dan menjadi salah satu sektor ekonomi yang terbesar dan tercepat pertumbuhannya di dunia;

 Meskipun krisis global terjadi beberapa kali, jumlah

perjalanan wisatawan internasional tetap menunjukkan pertumbuhan yang positif  25 juta (1950)  278 juta (1980)  528 Juta (1995)  1138 Juta (2014).

9.5%

Dari PDB – Dampak Langsung, Dampak Tidak Langsung, dan Dampak Ikutan (2014)

1 ^dari 11 Lapangan Kerja US$ 1.4 Triliun Ekspor

5% Dari Ekspor Dunia 2014

25 Juta Wisatawan pada tahun 1950

1138 Juta Wisatawan pada tahun 2014

5 s.d. 6 Miliar Wisatawan Domestik

Sumber: UNWTO Tourism Highlights, 2014

UNWTO World Tourism Barometer, Jan. 2015 WTTC, Jan. 2015

PARIWISATA DI DUNIA

5

VARIABEL YANG DIPENGARUHI INDUSTRI PARIWISATA

PDB Kesempatan

Kerja

Devisa

Negara

Source: WTTC, 2014 6

 Pada tahun 2013, Travel & Tourism secara langsung menyumbangkan 2,1 Triliun Dollar pada PDB

 Kontribusi terhadap PDB Global ini lebih dari dua kali lipat, dibanding industri otomotif, dan hampir 40%

lebih besar dari industri kimia global

 Sektor Travel & Tourism bernilai 3/4 dari sektor pendidikan, sektor

perbankan, sektor pertambangan, dan sektor jasa komunikasi

BENCHMARK OF GLOBAL DIRECT GDP BY INDUSTRY

PERBANDINGAN PDB LANGSUNG MENURUT

LAPANGAN USAHA

7

Kontribusi Total Travel & Tourism terhadap PDB (2013)

Source: WTTC, 2014

PERBANDINGAN PARIWISATA ASIA

No Negara Kontribusi _%

(dalam Juta Dollar Amerika)

1 Tiongkok 850,1 9

2 Japan 339,9 7

3 India 113,2 6

4 Indonesia 80,8 9

5 Thailand 78,1 20

6 Republic of Korea 69,8 6

7 Malaysia 50,3 16

8 Singapore 31,7 11

9 Philippines 30,3 11

10 Viet Nam 14,8 10

11 Myanmar 2,1 4

12 Cambodia 1,6 10

13 Lao PDR 1,4 14

14 Brunei Darussalam 1,1 6

TOURISM INDUSTRY’S IMPACT ON EMPLOYMENT

8

Dengan 98 juta orang yang bekerja secara langsung di tahun 2011, Travel

& Tourism secara langsung mempekerjakan:

• 6 kali lebih banyak dari manufaktur otomotif

• 5 kali lebih banyak dari industri kimia global

• 4 kali lebih banyak dari industri pertambangan global

• 2 kali lebih banyak dari industri komunikasi global

• Satu per tiga lebih banyak dari industri jasa keuangan global

Source : WTTC, 2014

DAMPAK INDUSTRI PARIWISATA TERHADAP

KESEMPATAN KERJA

Source: WTTC, 2014 9

KONTRIBUSI LANGSUNG TRAVEL & TOURISM TERHADAP KESEMPATAN KERJA

No Negara Jumlah Kesempatan

Kerja

% dari total kesempatan kerja

1 Tiongkok 22,780,000 3.00

2 India 22,320,000 4.90

3 Indonesia 3,042,500 2.70

4 Thailand 2,563,000 6.60

5 Viet Nam 1,899,000 3.70

6 Philippines 1,226,500 3.20

7 Japan 1,447,000 2.30

8 Malaysia 881,000 6.70

9 Cambodia 735,000 8.90

10 Republic of Korea 619,000 2.50

11 Myanmar 338,500 1.20

12 Singapore 147,000 4.30

13 Lao PDR 119,500 4.00

14 Brunei Darussalam 5,000 2.40

PERBANDINGAN PARIWISATA ASIA

10

5,000 10,000 15,000 20,000 25,000 30,000

2015 2016 2017 2018 2019

Pariwisata (Tourism)

Migas (Oil and Gas) Minyak Kelapa Sawit (Crude Palm Oil)

Karet Olahan (Processed Rubber)

Batu Bara (Coal)

Sumber : Pusdatin Kemenpar, 2014

PROYEKSI PENERIMAAN DEVISA DARI SEKTOR-SEKTOR UTAMA DALAM PEREKONOMIAN INDONESIA

“Tahun 2020, sektor pariwisata merupakan penyumbang devisa terbesar bagi Indonesia”

PENERIMAAN DEVISA INDONESIA

11 No

2012 2013 2014 (s.d. Sep 2014)

Jenis Komoditas Nilai

(juta US$) Jenis Komoditas Nilai

(juta US$) Jenis Komoditas Nilai (juta US$) 1 Minyak & gas bumi

36,977.00 Minyak & gas bumi

32,633.2 Minyak & gas bumi

23,402.2 2 Batu bara

26,166.30 Batu bara

24,501.4 Batu bara

16,011.9 3 Minyak kelapa sawit

18,845.00 Minyak kelapa sawit

15,839.1 Minyak kelapa sawit

12,756.8 4 Karet olahan

10,394.50 Pariwisata

10,054.1 Pariwisata

8,221.3 5 Pariwisata

9,120.85 Karet olahan

9,316.6 Pakaian jadi

5,660.3 6 Pakaian jadi

7,304.70 Pakaian jadi

7,501.0 Karet olahan

5,538.8 7 Alat listrik

6,481.90 Alat listrik

6,418.6 Makanan olahan

4,755.3 8 Tekstil

5,278.10 Makanan olahan

5,434.8 Alat listrik

4,744.3 9 Makanan olahan

5,135.60 Tekstil

5,293.6 Tekstil

4,031.0 10 Kertas dan barang dr

kertas 3,972.00

Kertas dan barang dr

kertas 3,802.2 Bahan kimia

3,071.0 11 Bahan kimia

3,636.30 Kayu olahan

3,514.5 Kayu olahan

2,930.5 12 Kayu olahan

3,337.70 Bahan kimia

3,501.6

Kertas dan barang dr

kertas 2,870.7

Sumber : Pusdatin Kemenpar, 2015

PEROLEHAN DEVISA INDONESIA MENURUT

LAPANGAN USAHA

12 Source: UNWTO; 2014, ASEAN Secretariat; January 2015

Peringkat

Negara 2011 2012 2013

1

Tiongkok 48,464 50,028 51,664

2

Thailand 27,184 33,826 42,080

3

Hong Kong, SAR 28,455 33,074 38,940

4

Malaysia 19,656 20,250 21,018

5

Singapore 18,086 19,023 18,953

6

India 17,707 17,971 18,397

7

Japan 10,966 14,576 14,934

8

South Korea 12,476 13,429 14,272

9

Taiwan 11,065 11,770 12,677

10

Indonesia 8,554 9,121 10,054

11

Viet Nam 5,710 6,830 7,503

PERBANDINGAN DEVISA PARIWISATA ASIA

(dalam Juta Dollar Amerika)

Catatan : Devisa Pariwisata Indonesia tahun 2014 sebesar USD 11,166 juta

PENERIMAAN DEVISA

13

INDEKS DAYA SAING TRAVEL&TOURISM INDONESIA

WHAT IS TRAVEL AND TOURISM COMPETITIVENESS INDEX?

TTCI adalah parameter yang dikeluarkan oleh WEF (World Economic Forum) yg dapat menilai daya saing pariwisata di suatu negara

Regulatory Framework

• Policy rules &

regulations

• Environmental sustainability

• Safety and security

• Health and hygiene

• Prioritization of Travel and Tourism

Business Environment &

Infrastructure

• Air transport infrastructure

• Ground transport infrastructure

• Tourism infrastructure

• Information and Communications Techn. Infrastr

• Price

competitiveness in T&T industry

Human, cultural and resources

• Human resources

• Affinity for Travel

& Tourism

• Natural resources

• Cultural resources

14

INDEKS DAYA SAING TRAVEL&TOURISM INDONESIA

3 Faktor Indeks TTCI tertinggi

“Tahun 2015, indeks daya saing pariwisata menduduki peringkat ke-50 dari 141 negara”

No Faktor 2013 2015

1 Price Competitiveness

5.3 6.11

2

Prioritization of Travel &

Tourism 5.4 5.61

3 Natural Resources 4.36 5.6

3 Faktor Indeks TTCI terendah

No Faktor 2013 2015

1 ICT Readiness

2.7 3.73

2 Tourism Service Infrastructure 2.1 3.07

3 Health & Hygiene 2.9 4.24

15

Peringkat

Negara/Ekonomi 2009 2011 2013 2015

Rank of 133 Rank of 139 Rank of 140 Rank of 141

1

Singapore

10 10 10 11

2

Japan

25 22 14 9

3

Hong Kong

12 12 15 13

3

South Korea

31 32 25 29

4

Taiwan

43 37 33 32

5

Malaysia

32 35 34 25

6

Thailand

39 41 43 35

7

Tiongkok

47 39 46 17

8

India

62 68 65 N/A

9

Indonesia

81 74 70 50

10

Viet Nam

89 80 80 75

Source: Travel and Tourism Competitiveness Report WEF, 2015

PERBANDINGAN INDEKS KOMPETITIF PARIWISATA ANTAR NEGARA ASIA

“Daya saing Indonesia meningkat dari peringkat 70 menjadi peringkat 50 dunia”

PERBANDINGAN PARIWISATA ASIA

Source : World Economic Forum (WEF), 2013. 16

Menurut Travel and Tourism Competitiveness Report 2015 oleh World Economic Forum (WEF), di ASEAN, Indonesia peringkat 4 setelah Singapura, Malaysia, dan Thailand

No.

Sub Index / Pillar

Singapore Malaysia Thailand Indonesia Philippines Vietnam Lao PDR Cambodia

Travel and Tourism Competitiveness Index 2015 11 25 35 50 74 75 96 105

I ENABLING ENVIRONMENT 5 40 74 80 90 73 84 105

1 Business Environment 1 10 38 63 60 66 56 129

2 Safety and Security 8 42 132 83 128 75 56 92

3 Health and Hygiene 61 73 89 109 91 83 108 112

4 Human Resources and Labour Market 3 30 29 53 42 55 67 72

5 ICT Readiness 10 54 60 85 86 97 106 102

II TRAVEL AND TOURISM POLICY AND ENABLING

CONDITION 1 24 49 9 17 112 80 64

6 Prioritization of Travel and Tourism 4 56 40 15 27 119 50 37

7 International Openness 1 46 49 55 29 89 76 59

8 Price Competitiveness 116 6 36 3 24 22 48 40

9 Environmental Sustainability 51 119 116 134 112 132 112 118

III INFRASTRUCTURE 5 41 37 75 82 94 100 113

10 Air Transport Infrsatructure 6 21 17 39 67 68 89 103

11 Ground and Port Infrastructure 2 35 71 77 93 87 96 116

12 Tourist Service Infrastructure 34 68 21 101 82 105 97 108

IV NATURAL AND CULTURAL RESOURCES 40 24 21 17 56 33 94 82

13 Natural Resources 69 26 16 19 49 40 77 70

14 Cultural Resources and Business Travel 22 27 34 25 62 33 113 76

: Top Five (Rank) : Bottom Five (Rank)

INDEKS DAYA SAING PARIWISATA INDONESIA

DIBANDINGKAN NEGARA-NEGARA ASEAN

Source: WTTC; 2014, UNWTO; 2014, ASEAN Secretariat; January 2015 17

Rank Country 2014 2013 % Change (2013 to 2014)

1

Tiongkok 129.1 million 116.9 million 10.40

2

Thailand 24.8 million 26.5 million 6.70

3

Malaysia 27.4 million 20.9 million 6.70

4

South Korea 13.98 million 11.8 million 17.20

5

Singapore 15.1 million 14.2 million 2.00

6

Japan 13.4 million 10.4 million 29.40

7

Indonesia 9.4 million 8.8 million 7.20

8

Taiwan 7.3 million 8.0 million 9.60

9

Viet Nam 7.9 million 7.6 million 4.00

10

India 7.4 million 6.9 million 7.20

KEDATANGAN WISATAWAN MANCANEGARA KE NEGARA-NEGARA ASIA

PERBANDINGAN PARIWISATA ASIA

KOMPARASI TERKINI ANGKA KUNJUNGAN WISMAN DENGAN KOMPETITOR UTAMA DI

ASEAN

 Malaysia -8,6 % (Periode Januari – Maret 2015)*

 Singapura -1,7 % (Periode Januari – Juli 2015)*

 Indonesia 2,71 % (Periode Januari – Agustus 2015)*

*Dibandingkan dengan periode yang sama tahun 2014

Sumber : Kementerian & Lembaga Pariwisata masing-masing Negara. 18

PERFORMANSI KUNJUNGAN WISMAN 2015

19

CHANGE

CHANGE !

20

Innovation cycles have massively reduced in digital environment and create a truly unpredictable future

LEAD TIME BEFORE REACHING 50M ACTIVE USERS

38

YEARS

27

YEARS

17

YEARS

12

YEARS

4

YEARS

3.5

YEARS

1.5

YEAR

0.3

YEAR

RADIO 1958

MOBILE 1983

INTERNET 1993

GOOGLE 1998

FACEBOOK 2004

iPAD

2010

GOOGLE + 2011

Accor’s Digital Day

iPOD

2002

Kini siklus inovasi semakin pendek dan ke depan akan semakin

cepat

DIGITAL LIFESTYLE

21

Ongoing changes, unimaginable 5 years ago

Digital is Now > The World is Digital

Ongoing changes, unimaginable 5 years ago

3D PRINTING MOBILE PAYMENT COMMUNITIES

MOOCS CONNECTED THINGS CROWD FUNDING

13

DIGITAL LIFESTYLE

22

Evolusi digital, semua orang terkoneksi 24/7

75% 4 Billion 1.19 Billion 10 Million

Digital is Now > The World is Digital

IT’S NO LONGER A HYPER-CONNECTED SEGMENT, IT’S A M ASS M OVEM ENT THAT’S EVOLVING VERY RAPIDLY

video views of the population

has a mobile phone

active users players per day

12

DIGITAL LIFESTYLE

23

Begitu juga dengan traveller…

“Traveller transform to hyperconnected

society”

-Amadeus, 2014

DIGITAL LIFESTYLE

24

Shifting Tourism Industry Follows The People

DIGITAL LIFESTYLE

The relationship of each tourism industry with their customers, supplier and partners. Web tools for connecting with the outside . Public content.

ERP

The day to day in tourism site:

events, meetings, shows. The universe of actions taking place in the tourism site environment and the work methodology that support them, based on efficient use of tools, people and material resources.

Tourism industries management systems: CMS, ERP, BI. The technological side that supports the entire hotel infrastructure. Key management products at all level.

People and their knowledge organized into departments, work groups, geographical locations or responsibilities. The internal structure of each tourism industries with its interconnected nodes, involved and integrated.

25

Outstanding players at every stage of customer journey

Outstanding players at every stage of the customer journey

Digital is Now > Travel Industry is Digital

Dream Select Book Prepare

Stay

Share Return

20

DIGITAL LIFESTYLE

26

²⁶

Strategy Formulation

(SF)

27

NAWA CITA

28

• Indeks Daya Saing kepariwisataan

• Kedatangan Wisatawan Mancanegara

• Perjalanan Wisatawan Nusantara

• Kontribusi terhadap PDB (WTTC)

• Devisa

• Kontribusi terhadap Kesempatan Kerja

2014 TARGET 2019

• 15%

• Rp. 240 triliun

• 13 juta

• 9 % (Rp. 946,09 triliun)

• Rp. 120 triliun

• 11 juta

• #30

• 20 juta

• 275 juta

• #70

• 9 juta

• 250 juta

ma c ro mi c ro

Malaysia : 27,4 juta (million) Singapore : 15,1 juta (million) Thailand : 24,8 juta (million)

*) Source data : UNWTO – United Nation World Tourism Organization

**) WEF : World Economic Forum

Perbandingan dengan negara ASEAN lainnya (2014):

Menjadikan Indonesia sebagai tujuan pariwisata dunia

meg a

KONDISI SAAT INI DAN TARGET

PARIWISATA PADA TAHUN 2019

29

2

e-Tourism merupakan integrated ecosystem solution pada industri pariwisata Indonesia untuk mendukung pencapaian target 2019

2014 target 2019

Great Spirit Grand Strategy

Wonderful Indonesia

(membangun pariwisata Indonesia sebagai tujuan wisata dunia)

Indonesia Bekerja

• Directional Strategy : Sustainable Competitive Growth

• Portfolio Strategy : Integrated e-Tourism ecosystem

• Parenting Strategy : Government support industry-led

Meningkatkan kontribusi pariwisata terhadap PDB menjadi 15%

pada tahun 2019

• Travel & Tourism Competitiveness Index Rank #30

(WEF)

• Jumlah kunjungan wisatawan sebesar 20 juta wisatawan pada tahun 2019

• Pertumbuhan wisatawan: 12% per tahun

• Travel & Tourism Competitiveness Index Rank #70

^(WEF)

• Jumlah kunjungan wisatawan sebesar 9.5 juta wisatawan

(web Parekraf)

• Pertumbuhan wisatawan: 8%

FILLING THE GAP

4.48 5.16

4.24 4.7

3.73

5.61 3.55

6.11 3.11 3.81

3.27 3.07

4.36 3.12

4.3 4.4

2.9 4.9

2.7

5.4 5.3 4.2

3.9 3.5 3.2 2.1 5.6 3.5

0 1 2 3 4 5 6 7

Business Environment / Policy Rules & Regulations

Safety and Security

Health and Hygiene

Human Resources and Labour Market

ICT Readiness

Prioritization of Travel and Tourism International

Openness / Affinity for T&T

Price Competitiveness Environmental

Sustainability Air Transport

Infrsatructure Ground and Port

Infrastructure Tourist Service

Infrastructure Natural Resources

Cultural Resources and Business Travel

Daya Saing Kepariwisataan Indonesia

TTCI 2015 TTCI 2013

30

2

Terdapat 3 area kelemahan Industri Pariwisata Indonesia yang harus segera diperbaiki sehingga target 2019 dapat terwujud.

1. E-Tourism 2. Social media 3. Big data analytic

Pada tahun 2015, indeks daya saing pariwisata menduduki peringkat ke-50 dari 141 negara

 TIGA TERBAWAH:

3 faktor dengan indeks daya saing pariwisata terendah:

1. ICT Readliness

2. Tourism Service Infrastructure 3. Health and Hygiene

DAYA SAING KEPARIWISATAAN INDONESIA 2

31

2

PEMBANGUNAN PARIWISATA REGIONAL BERDASARKAN KONSEP ‘GREAT’

Great Batam

Great Jakarta

Great Yogyakarta

Great Bali Great Kalimantan

Great Sulawesi

Great Sumatera

Great Bandung

Great Maluku Papua

Great Surabaya

10 Pintu Kedatangan Utama Wisatawan Mancanegara

Menuju connected in platform: e-Indonesia

Pentahelix Role Model Academic (Conceptor)

• Standardization

• Certification

Business(Enabler)

• Improve Health &

Hygiene

• Improve ICT Infrastructure

• Shift to Digital Era

Community (Accelerator)

• Accelerate Digital Lifestyle

Government (Regulator)

• Tourism Infrastructure

• Incentive for Investor

• Free Visa Media

(Catalisator)

• Brand Awareness

• Brand Image PENTAHELIX ROLE MODEL 2

BUMN SEBAGAI LOKOMOTIF

TRANSFORMASI PARIWISATA

33

³³

Strategy Implementation

(SI)

34

Jenis Strategi

Pemasaran D

Destination

O

Origin

T

Time

Promosi B

Branding/PRing

A

Advertising

S

Selling

Media P

Paid Media

O

Owned Media

S

Social Media

2

SMART TOURISM 2

35

IMPLEMENTASI STRATEGI PEMASARAN MENURUT PENDEKATAN ‘DOT’

(MARKETING STRATEGY IMPLEMENTATION BASED ON ‘DOT’ APPROACH)

D ESTINATION (DESTINASI)

Great Bali, Great Jakarta, Great Batam

O RIGIN (ASAL) Singapore, Malaysia, Australia, Tiongkok, and Japan

T IME (WAKTU) Market Seasonality (Pola Musiman Pasar)

2

SMART TOURISM 2

36

Inisiatif 1 - Managing Destination Management System

2

Destination integrated computer information reservation management system

Domestic Distribution Network

[internet, airlines, tourism off., videos, text]

International Distribution Network

[internet, airlines, tourism off., videos, text]

Tour operators

Outgoing travel agencies

Public tourism information

service

Private access by personal

computers

Transportation system Accommodatio

n establishment

Incoming travel agencies

Rent-a-car, bicycle, boat office

Self service terminals &

kiosk public areas

Ad hoc connection with event attraction

Transportation media

Private access by personal

computers

Accessibility from places of origin tourists

Accessibility at destinations

Meteorology service Air line service

Tourist police University, Training org.

Banks, credit

cards • A collection of computerized,

interactively accessible information about a destination

• Satisfy the information &

reservation needs of buyers

• Support travellers to create a personalized destination

• Experience

• Major promotion, distribution

& operational tools for SMTEs

& destinations

• Improve the functions &

performance of DMOs

• Provide the essential info- structure for DMOs

• Support destinations in strengthening their competitiveness Demand-Side

Supply-Side

S u p p o rt -S id e

SMART TOURISM 2

37

Inisiatif 2 - Building Ecosystem e-tourism

2

During-Trip Tourist Experiences

online

Travel Agents

(OTA)

Corpo- rate

Pre/Post-Trip Tourist Experiences

distributors

demands

(“always connected traveller experiences)

Online

Booking Electronic Directory

1. Airlines

• domestic

• international 2. Hotels/villas/pondok

wisata 3. Restautrants 4. Car Rentals 5. Show/Attractions 6. Tour Package 7. others : taxi, etc

1. POI

• Hotels/Resto

• Sightseeing

• Attractions/Cultural

• Spas, etc.

1. Hospitals/Police St./Gas Station/ATM, etc.

2. News/Events 3. Traffic/Weather

Horizontal Platform

Recommendation System, User Generated Content, Business Intelligence, Reward Point,

etc. Big Data

Analytic

Comm Svc Purchase

Hot Deals

Itinerary Plan

Payment System SocMed

e-tours e-hotel

e-resto

e-show e-carental

e-travel

Airlines

Hotel

Restaurant

Car Rental

Show

T ou ri sm / T rav el E x ch an ge (TT X )

suppliers

traditional

& personal

Travel Agents

Mobile Apps (Hi-City) Mobile Web (Hi-Indonesia)

Tours

e-Tourism

2 2 2 2

SMART TOURISM 2

38

Inisiatif 3 - Accelerating ICT Infrastructure for tourism

2

Penyediaan Infrastruktur ICT Broadband ke semua entitas ekosistem industri Pariwisata berupa jaringan fiber optik dan wifi.id.

Hotel Kawasan Wisata

Travel Agent

Kuliner Conven on/Event

Cultural Show Jaringan Fiber Op c

2

SMART TOURISM 2

39

Inisiatif 3 - Accelerating ICT Infrastructure for tourism

2

Penyediaan Infrastruktur ICT dan ICT Hospitality services untuk memberikan kenyamanan dan digital experience bagi wisatawan.

2

SMART TOURISM 2

40

2

SMART TOURISM 2

IMPLEMENTASI STRATEGI PLACEMENT BERDASARKAN KONSEP ‘POS’

(PLACEMENT STRATEGY IMPLEMENTATION BASED ON ‘BAS’)

41

PENDEKATAN ‘POS’ (CONTENT STRATEGY IMPLEMENTATION BASED ON ‘POS’ APPROACH)

P ^{AID MEDIA}

O ^WNED

MEDIA

www.Indonesia.travel

S ^OCIAL

MEDIA

Instagram,

Facebook, Twitter, Blog, Path,

Pinterest, Dsb

42

Inisiatif 4 - Marketing through social media & data analytic

2

Traditional

Marketing Campaign

Digital

Marketing Campaign

• Channel e-Tourism di Youtube

• Channel e-Tourism di USeeTV

• Account Photography di Instagram

• Re-design website

M u l t i c h a n n e l M a r k e t i n g

2 2

SMART TOURISM 2

Sumber : Direktorat Pengembangan Pasar dan Informasi Pariwisata, 2015 43

“Tiongkok merupakan pasar utama di Indonesia”

No Pasar Kuantitas Share Pasar Growth Devisa Share Devisa INDEX TOTAL %

1 Great Tiongkok 2,000,000 16.67% 11.39% 2,111.02 15.99% 16.10%

2 Singapura 2,300,000 19.17% 6.75% 1,662.86 12.60% 15.59%

3 Malaysia 2,100,000 17.50% 9.98% 1,633.26 12.37% 14.82%

4 Australia 1,350,000 11.25% 4.32% 2,265.67 17.16% 13.56%

5 Jepang 500,000 4.17% 0.43% 565.46 4.28% 4.03%

6 Korsel 450,000 3.75% 8.65% 475.08 3.60% 3.93%

7 USA 310,000 2.58% 7.10% 507.58 3.85% 3.38%

8 Timteng 310,000 2.58% 3.85% 511.94 3.88% 3.23%

9 UK 290,000 2.42% 6.12% 455.28 3.45% 3.07%

10 Filipina 340,000 2.83% 7.13% 327.79 2.48% 2.89%

11 Perancis 230,000 1.92% 5.40% 393.05 2.98% 2.57%

12 Jerman 220,000 1.83% 5.82% 374.35 2.84% 2.48%

13 Belanda 200,000 1.67% 5.46% 369.61 2.80% 2.37%

14 India 250,000 2.08% 2.60% 315.60 2.39% 2.25%

15 Thailand 200,000 1.67% 8.86% 199.25 1.51% 1.96%

16 Rusia 110,000 0.92% 6.12% 220.30 1.67% 1.52%

44

Great Bali

PORTOFOLIO PRODUK

Alam (Nature) (35 %)

1. WISATA BAHARI (MARINE TOURISM) (35%) 2. EKOWISATA (ECO TOURISM) (45%)

3. WISATA PETUALANGAN (ADVENTURE TOURISM) (20%)

Budaya (Culture) (60 %)

1. WISATA WARISAN BUDAYA DAN SEJARAH (HERITAGE AND PILGRIM TOURISM) (20%) 2. WISATA BELANJA DAN KULINER

(CULINARY AND SHOPPING TOURISM) (45%) 3. WISATA KOTA DAN DESA (CITY AND VILLAGE

TOURISM) (35%)

Buatan Manusia (Man Made) (5 %)

1. WISATA MICE (MICE & EVENTS TOURISM) (25%) 2. WISATA OLAHRAGA (SPORT TOURISM) (60%) 3. OBJEK WISATA TERINEGRASI (INTEGRATED

AREA TOURISM) (15%)

Source: Passenger Exit Survery, 2014 PORTOFOLIO PELANGGAN

PERSONAL

WISNUS INDIVIDU/FAMILY TRAVELLER, KOMUNITAS

BUSINESS

BIRO TRAVEL, UKM, USAHA, ASOSIASI, PEMDA

INTERNATIONAL

^WISMAN

3 Portofolio Pasar/ costumer dan 9 Portofolio Produk

45

Inisiatif 4 – Marketing through social media & data analytic Platform Big Data Analytics Untuk e-Tourism

Analytics

System Integration and Data Hub

Data Travel Data Culinary Data POI Social Media

Insights

Information Trend Prediction

Dashboard

Data Telco

Communication Monitoring Tools Traveller Mobility

e-Tourism

Data Analytic Platform

Data Hotel Others

Pengembangan platform big data termasuk pemanfaatan sumber data untuk mendukung Industri Pariwisata

2 2 2

SMART TOURISM 2

46

Inisiatif 4 – Marketing through social media & data analytic Platform Big Data Analytics Untuk e-Tourism

2

KPI

Real Time Analytic

Content Strategy &

Development Community

Management

Campaign Support

Trendspotting &

Long Term Insight Information Service Center

Crisis

Management Traveler Activity Social Media Channels

Digital Content Social

Managem ent E-Tourism Digital Center Searching &

Booking Data Campaign data

Listening &

Insight

Opportunity, content strategy

Identify & KOL Conversation interaction Evaluate &

refine

Define focus area

On Destination Activity Update

Experience &

Recommendation Digital & Social

Media Data

R

^REACH

E

^ENGAGE

A

^ACTIVATE

L

^LOYALTY

» Share of Relevant Voice

» Top-of-mind Awareness

» Sentiment

» Share of Positive Voice

» Survey-based Brand Preference

» Survey-based Brand Association

» Survey-based Behavior

» Survey-based Sales

» Attributable Leads/Sales

» Survey-based Satisfaction Score

» Recommendation

Key Focus Area

2 2 2

SMART TOURISM 2

Kemen Par dengan Industri

Pariwisata Kemen Par dengan Pegawai Kemen Par dg Pemda/Dept lain

• Portal eBusiness Pariwisata

• e-PTSP Pariwisata:

• ijin usaha kawasan wisata

• Ijin usaha object wisata

• Ijin usaha tempat hiburan, spa

• dll

• Portal layanan pegawai : Layanan administrasi, proses bisnis internal, Sharing knowledge, kolaborasi dan produktifitas staf.

• Pusat informasi Pemerintah : Informasi karyawan dan data record staf.

• Sharing data & kolaborasi antara pemerintah pusat dengan daerah.

• Sistem informasi internal pemerintah, antar

departemen,lembaga, organisasi. Sistem informasi external pemerintah dengan pemerintah luar negeri.

Solusi e- Government

Pariwisata

Source: eGDI

e - G overnment f o r To u r i sm

e- Tourism

Digital Center

Capture/

Sensing Analysis

Decision Support Sistem

Outcome

• Executive Dashboard

• Sistem Monitoring Pariwisata

• Sistem Performance Management Pariwisata

• Open Data Application

Digital Media

Kementrian/

Lembaga

Pemkot/Pemkab

/BUMD/Industri Pariwisata Pemprov

Social Media

2 2 2 2 2 2

Regulatory Transparancy 2

48

49

Inisiatif 4 - Building Ecosystem e-tourism Traveller Journey

2

Dream

Plan

Experience Book

Share

Pre Arrival

Arrival In Stay

Departure Post Departure

Tamu “bermimpi” untuk melakukan perjalanan wisata karena adanya digital marketing campaign.

Tamu mulai melakukan

“perencanaan”

perjalanan wisata melalui web portal

& mobile apps informasi.

Tahapan Tamu melakukan

“reservasi” melalui fasilitas web booking portal &

mobile booking apps eCommerce

Tamu akan merasakan

“pengalaman” dalam menikmati fasilitas digital hotel; digital store &

digital delivery order;

digital destination & e- tourism Tamu dapat

“membagi”

pengalaman ke komunitas melalui customer engagement via

socmed.

2 2 2 2 2

E-Tourism 2