IMT-GT Tourism Strategic Framework 2017-2036 and Action Plan 2017-2021
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IMT-GT Tourism Strategic
Framework 2017–2036
and Action Plan 2017–2021
INDONESIA-MALAYSIA-THAILAND
GROWTH TRIANGLE
IMT-GT Tourism
Strategic Framework 2017–2036
and Action Plan 2017–2021
The views expressed in this publication are those of the author and do not necessarily reflect the views and policies of the Asian Development Bank (ADB) or its Board of Governors or the governments they represent. ADB does not guarantee the accuracy of the data included in this publication and accepts no responsibility for any consequence of their use. By making any designation of or reference to a particular territory or geographic area, or by using the term “country” in this document, ADB does not intend to make judgments as to any legal or other status of any territory or area. ADB encourages printing or copyright information exclusively for personal and noncommercial use with proper acknowledgment of ADB. Users are restricted from reselling, redistributing, or creating derivative words for commercial purposes without the express, written consent of ADB.
Foreword iii
Contents
1 Introduction 1
2 Overview of the IMT-GT Tourism Sector 2
2.1 Biogeography 2
2.2 Market Connectivity 2
2.3 Market Demand and Supply 3
2.4 Product Lineup 4
2.5 Institutional Framework 5
2.6 Key Issues for Subregional Cooperation in Tourism 6
2.7 Potential Cross-Border Thematic Circuits and Routes 7
3 IMT-GT Tourism Strategic Framework 10
3.1 Rationale and Strategic Goals for Cooperation in Tourism 10
3.2 Strategic Directions and Programs for 2017–2021 10
3.2.1 Building Interconnectivity 11
3.2.2 Building Sustainability, Competiveness and Inclusiveness 12
3.2.3 Positioning the Subregion as a Single Destination 12
3.3 Key Results Indicators 13
4 Action Plan 2017–2021 15
4.1 Road Map for Implementation 15
4.2 Knowledge Dissemination Plan 16
4.3 Implementation Approach 22
4.4 Updating the Strategy and Action Plan 23
References24
iii
iv Foreword
Abbreviations
ADB Asian Development Bank
AEC ASEAN Economic Community
ASEAN Association of Southeast Asian Nations
ATSP ASEAN Tourism Strategic Plan
CAGR compound annual growth rate
CBO community-based organization
CIMT Centre for Indonesia-Malaysia-Thailand Subregional Cooperation
CIQS customs, immigration, quarantine and security
DMO destination management organization
EA executing agency
FDG focus group discussion
GDP gross domestic product
GMS Greater Mekong Subregion
IA implementing agency
IB implementation blueprint
IMT-GT Indonesia-Malaysia-Thailand Growth Triangle
ICT information and communication technology
JBC Joint Business Council
KPI key performance indicator
MICE meetings, incentives, conferences, and events
MRA mutual recognition agreement
MSMEs micro, small and medium enterprises
NGO nongovernment organization
NTO national tourism organization
PPP public-private partnership
RORO roll-on/roll-off
SASEC South Asia Subregional Economic Cooperation
TA technical assistance
UNEP United Nations Environment Program
UNESCO United Nations Educational, Scientific and Cultural Organization
UNWTO United Nations World Tourism Organization
UVP unique value proposition
WEF World Economic Forum
WGT working group on tourism
WTTC World Travel and Tourism Council
WWF World Wildlife Fund
NOTE
In this report, “$” refers to US dollars.
iv
8 Implementation Blueprint 2012–2016 Foreword v
(iii) Banda Aceh–Medan–Pekanbaru–Palembang Economic Corridor (a road corridor
Map of IMT-GT
running south to north through Sumatra);
(iv) Melaka–Dumai Economic Corridor (a maritime corridor linking Sumatra and
Economic Corridors
Peninsular Malaysia); and
(v) Ranong–Phuket–Aceh Economic Corridor.
Figure 2. The Five IMT-GT Economic Corridors
o o
98 00'E Chumphon 104 00'E
MYANMAR
CHUMPHON
Ranong
INDONESIA-MALAYSIA-THAILAND
RANONG GROWTH TRIANGLE
Andaman Sea Surat Thani
PHANG NGA
SURAT
THANI Nakhon Si Thammarat
Phang Nga
NAKHON SI N
o THAMMARAT THAILAND o
8 00'N 8 00'N
PHUKET Phuket Krabi
Phatthalung
Ranong– Phuket– Aceh KRABI Trang
Economic Corridor PHATTALUNG
0 50 100 150 200 250
TRANG Songkhla
Pattani
SATUN SONGKHLA Kilometers
Straits of Malacca Satun PATTANI
Economic Corridor NARATHIWAT
Kuah Yala Narathiwat
Langkawi Island Kangar
Extended PERLIS YALA Kota Bahru
Songkhla–Penang– Medan Alor Star KEDAH
Economic Corridor George Town Kepala Batas
Banda Aceh Sigli Penang Island Kuala Terengganu
Bayan Lepas
Lhokseumawe KELANTAN
St PENANG
ra TERENGGANU South China Sea
Langsa it
s Ipoh
NANGGROE of PERAK
ACEH DARUSSALAM M PAHANG
Belawan al
Medan ac
ca Kuantan
Banda Aceh--Medan-- Binjai Tebing Tinggi SELANGOR PENINSULAR
Shah Alam
Pekanbaru --Palembang MALAYSIA
KUALA LUMPUR
Economic Corridor NEGERI
Kisaran Subang SEMBILAN
Pematang Siantar Sepang
Seremban
Simeulue Island Melaka-- Dumai
Batu Berendam MELAKA
Rantau Prapat Economic Corridor
Melaka JOHOR
NORTH
Sibolga SUMATRA
Senai
Dumai Johor Bahru
SINGAPORE
Nias Island Aek Kanopan Riau Islands
Tanjung Pinang
Pekanbaru
RIAU ISLANDS
0o RIAU Lingga Islands 0o
Batu Islands Rengat
Pariaman
Teluk Kuantan
Padang WEST INDONESIA
Siberut Island SUMATRA
Jambi
Bangka Island
JAMBI
Pangkal Pinang
BANGKA
SUMATRA BELITUNG
IMT-GT Province/State
Palembang
Economic Corridor
Pagai Islands SOUTH SUMATRA
National Capital
Provincial/State Capital
Lahat
City/Town Bengkulu
o o
4 00'S Airport 4 00'S
Baturaja
National Road BENGKULU
Other Road LAMPUNG Jav a
Lampung
Provincial/State Boundary Sea
International Boundary Bandar Lampung
Boundaries are not necessarily authoritative.
This map was produced by the cartography unit of the Asian Development Bank.
The boundaries, colors, denominations, and any other information shown on this INDIAN OCEAN
map do not imply, on the part of the Asian Development Bank, any judgment on the
legal status of any territory, or any endorsement or acceptance of such boundaries,
colors, denominations, or information.
o o
98 00'E 104 00'E
Source: IMT-GT Indonesia-Malaysia-Thailand Growth Triangle Implementation BlueprintIMT-GT 2012–2016.
11-1106d AV
p. 8. map was produced by the Cartography unit of the Asian Development Bank (ADB). The boundaries, colors,
This
denomination, and any other information shown on this map do not imply, on the part of ADB, any judgement
on the legal status of any territory, or any endorsement or acceptance of such boundaries, colors, denominations,
or information. v
vi Map of IMT-GT Economic Corridors
IMT-GT Provinces and States
Indonesia Malaysia Thailand
Aceh Perlis Chumphon
North Sumatra Kedah Ranong
West Sumatra Penang (Pulau Pinang) Phang Nga
Riau Perak Surat Thani
Riau Islands Selangor Phuket
Jambi Kelantan Nakhon Si Thammarat
South Sumatra Negeri Sembilan Krabi
Bengkulu Melaka Phatthalung
Bangka-Belitung Trang
Lampung Songkhla
Satun
Pattani
Narathiwat
Yala
Source : https://www.adb.org/countries/subregional-programs/imt-gt
Foreword vii
The Imt-Gt Tourism Sector
Strategic Framework
IMT-GT Vision 2036:
“To be an integrated, innovative, inclusive and sustainable subregion by 2036.”
IMT-GT Tourism Sector Goal:
Sustainable, inclusive and competitive cross-border circuits and routes
1. Improving connectivity
2. Enhancing the sustainability, 3. Marketing the subregion as
between key areas of the
inclusiveness, and a single destination based on
subregion to support thematic
competitiveness of the thematic cross-border circuits/
cross-border tourism
subregion as a destination routes and destinations
circuits and routes
Strategies and Programs
1.1 Facilitating air connectivity 2.1 Developing and implementing 3.1 Preparing IMT-GT Tourism
approvals, especially for IMT-GT IMT-GT tourism human resource Marketing Strategy and two-year
air charter carriers development programs rolling promotion plan
1.2 Completing strategic 2.2 Adopting, expanding 3.2 Undertaking circuit/route
transportation and ICT and implementing the ASEAN destination product improvement
connectivity infrastructure Tourism & Competency Standards and diversification programs
3.3 Undertaking programs
2.3 Harmonizing the collection
1.3 Developing new air, land to increase community
and analysis of tourism statistics
and sea route connections engagement in tourism supply
in the subregion
chains in circuits
vii
1
Foreword 1
Introduction
The tourism sector has been identified, along with agriculture, agro-based industry and
halal products, as a lead focus area whose growth and development will underpin the
achievement of the vision of the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT)
as an integrated, innovative, inclusive and sustainable subregion by 2036, and as a key socio-
economic pillar in the implementation of the ASEAN Economic Community. As noted in
the Leaders’ Declaration on the adoption of IMT-GT Vision 2036, critical to enabling the
integration and growth of the three lead sectors are appropriate initiatives in transportation
and ICT connectivity, trade and investment facilitation, environment and human resource
development, and education and cultural development.
The strategic framework and action plan for the integration and development of the tourism
sector in the IMT-GT subregion between 2017 and 2021 has been based on the overall
strategic framework set forth in the Leaders’ Declaration on the IMT-GT Vision 2036, the
Implementation Blueprint 2017–2021, and national, provincial and ASEAN tourism strategic
plans; and on surveys and consultations with public, private, and community stakeholders in
the subregion.
The report first gives the background to the sector in terms of its resources, scope and
development, past subregional cooperation efforts, the ASEAN and IMT-GT strategic context
and programmatic implementation approach, key issues and constraints, and opportunities
for developing a highly competitive, sustainable, inclusive and integrated tourism sector. The
report then proposes the long-term goal for the tourism sector in the context of the overall
vision for the IMT-GT, and goes on to identify the strategic directions and programs that
should guide cooperation in tourism between the countries of the subregion. Next, the report
identifies specific programs and related projects with timelines that should be implemented
between 2017 and 2021. Finally, the report sets out the recommended implementation
arrangements for the action plan, suggests relevant key performance indicators (KPIs), and
outlines a knowledge dissemination plan to communicate the strategy and action plan to key
stakeholders within and outside the subregion.
12
2 Foreword
Overview of the IMT-GT
Tourism Sector
2.1 Biogeography
The biogeographic area within which the IMT-GT is located encompasses parts of the
Philippines, Borneo, Sumatra, Peninsular Malaysia and Southern Thailand. This area, which
has some of the oldest and most biologically diverse rainforests and marine resources on
the planet, is referred to by archeologists as Sundaland. Overlaying its landscape are ethnic
tribal groups, the remnants of ancient civilizations influenced by Malay, Chinese, Hindu,
and Buddhist culture, and in more recent times by Islamic and Christian culture. Its unique
natural and cultural heritage has been recognized by UNESCO, which has listed five World
Heritage Sites in the area, and by ASEAN, which lists seven ASEAN Heritage Parks. However,
arguably its most important asset is its multiplicity of ethnic groups living in harmony with
each other, and having a long history of trade and openness to visitors since ancient times.
These and other factors add up to a substantial capacity for increased tourism, subject to
the adoption of sustainable development and management practices. Key concerns affecting
the area’s forests, national parks and marine resources include such extractive activities as
wildlife poaching and trafficking, timber extraction, animal grazing, overfishing and overuse
of key areas by tourism. Developing a coordinated approach across the subregion on these
issues would help to ensure the long-term sustainability of its tourism sector.
2.2 Market Connectivity
The subregion is connected to the long- IMT-GT Subregional Air Interconnectivity
haul markets of Europe, Middle East and
the Americas, as well as to major regional
markets in Southeast Asia, East Asia
and South Asia, through global air hub
gateways in Bangkok, Kuala Lumpur,
Jakarta and Singapore. These in turn
are connected to regional international
airports in Penang, Langkawi, Medan,
Batam, Aceh, Phuket, and Hat Yai. Air
travel between regional international
airports and domestic airport points
in each IMT-GT area is provided by
domestic carriers. By sea, the subregion
is accessible from Singapore to Batam
and Pulao Bintan, from Java, and from
Peninsular Malaysia. By land, the
Thailand and Malaysian components of
2Overview of the IMT-GT Tourism Sector 3
the IMT-GT are accessible by dual- and four-carriageway roads from Singapore and Bangkok,
while within Sumatra, road transport connects most of the main tourism points. By rail, the
Thailand and Malaysian components of the subregion are accessible from Singapore and
Bangkok. However, the inter-subregional connectivity necessary to provide new cross-border
tourism activity and packaging opportunities remains incomplete. In particular, air connectivity
between the Thailand and Indonesia areas of the subregion needs to be strengthened; the
proposed roll-on/roll-off (RORO) link between Melaka and Dumai needs to be completed;
overly restrictive and cumbersome approval requirements for small air charter operations
between the secondary international airports of the subregion need to be modified; and a pro-
active approach to air and sea route development taken.
2.3 Market Demand and Supply
As shown in Table 1, in 2015 it is estimated that the subregion attracted around 27.9 million
international tourist guests in accommodation establishments, staying an average of 3 to
5 days (median of 4 days), with median spending of $97.50 per day; and 44.3 million domestic
tourist guests in accommodation establishments, staying an average of 2 to 3 days (median of
2.5 days), and median spending of $40 per day.
Table 1. Comparison of Current vs Forecasted Tourism Arrivals
in Accommodations (in millions)
Year 2015 Year 2021 % Growth p.a. to 2021
Country Foreign Domestic Foreign Domestic Foreign Domestic
Indonesia 1.8 12.4 3.7 25.6 12.70 12.80
Malaysia 8.7 16.4 7.1 23.3 –2.54 6.00
Thailand 16.3 15.5 31.5 26.8 9.94 9.55
Total 27.9 44.3 42.3 75.7 7.16 9.32
Source: Based on IMT-GT Country Data with 2010–2015 trend line forecasts to 2021.
While domestic tourism is more evenly distributed within each area of the subregion, more
than 70% of total international tourism is concentrated in seven destinations, namely Phuket
and Krabi in Thailand; Penang, Langkawi, Selangor and Melaka in Malaysia; and Batam and
Bintan in the Riau Islands in Indonesia. Finding ways to better distribute the income and
employment generated by tourism in the subregion would help to achieve the inclusiveness
objective of cooperation in tourism.
Supporting tourism flow are 9,696 registered hotel establishments (mostly in the 2- to
3-star category) with a capacity of 425,792 rooms, of which 98,386 rooms were in Sumatra,
Indonesia; 126,832 rooms in Peninsular Malaysia; and 200,574 rooms in Southern Thailand.1
Data on employment per establishment and room for Indonesia and Thailand indicate
that the subregion’s hotel sector employs around 511,000 people. It is noted that there is
1
Source: National Tourism Office Data on hotel establishments and room capacity.4 IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
considerable variation in facility and service standards for similar facilities such as 3-star
hotels within and between the areas of the subregion, and in hospitality staff skill levels,
particularly in the key areas of food and beverage preparation and food and beverage
service. Discussions with industry operators indicate that the quality of trained entry-level
staff varies considerably, and that substantial investment is required to complete their
training in-house; and that although most operators are aware of the need to adopt green
standards in operation, few have implemented these. In addition to the accommodation
establishments, there is also a large number of tourist transportation, tour operation, and
guide services. State and provincial consultations and observation indicate that there
is no common standard for these services within and between the three IMT-GT areas.
Addressing these constraints will be essential to achieving sustainable, inclusive and
competitive tourism in the subregion
Key growth markets for the subregion are:
• the more affluent cities of the IMT-GT countries themselves and Singapore, where
there is interest in short break vacations (2 to 3 days) in: resorts and cities offering
entertainment, restaurants and shopping; heritage sightseeing tours; opportunities
for visiting friends and relatives; ecotourism adventures; cruises; health, wellness
and medical treatment; meetings and events; and marine tourism;
• the regional markets of East Asia, notably the People’s Republic of China, India
in South Asia, and Australia in Oceania, where there is interest in longer one- or
two-country experiences (5 to 7 days) focused on resort stays; sightseeing; marine
activities; cruises; eco-tourism adventure; and visiting friends and relatives; and
• the long-haul markets of Europe, the Middle East and the Americas, interested in
multi-country resort stays; nature and cultural sightseeing; marine activities; cruises;
eco-tourism adventure; health, wellness and medical treatment; attending meetings
and events; and visiting friends and relatives.
2.4 Product Lineup
The current lineup of tourism products in the three country areas of the subregion is focused
primarily on single country-based island, coastal and city resort experiences supported by
day sightseeing trips, traditional nature and culture sightseeing, and limited ecotourism
adventure, marine, cruise and medical tourism products. Moreover, two- and three-country
cross-border tourism products are as yet quite limited. More attention needs to be given to
diversifying the product offerings and creating greater product complementation between
the countries, including: new, more interactive heritage-based sightseeing products;
expanded health, wellness and medical tourism products; marine tourism products,
particularly sailing, yachting, and marine sports; regular and specialized pocket cruise
tourism; adventure and ecotourism in mountains and forests; and events tourism based
on festivals, competitions, conferences and exhibitions linked to the natural and cultural
heritage of the subregion.
Surveys among international tour operators working in the regional markets outside the
IMT-GT countries, and those working in long haul markets, indicate that the IMT-GTOverview of the IMT-GT Tourism Sector 5
subregion has little, if any, recognition as a single destination, and is more likely to be
associated with Southeast Asia. Developing a stronger level of market awareness of the
subregion as a single destination within the ASEAN destination marketing framework
will be essential in working towards the goal of sustainable, inclusive, and competitive
tourism.
2.5 Institutional Framework
The institutional arrangements for the planning, development and promotion of tourism
are quite well worked out within each area of the subregion, but are quite limited at
the subregional level. Based on observations and consultations with provincial/state
destination management organizations (DMOs), key concerns were: frequent staff
turnover; limited budgets and low priority for subregional cooperation; lack of skills
in key areas such as tourism demand and supply data collection, research, tourism
policy, planning, and promotion; collaborating with other agencies on the environment,
sanitation, infrastructure, safety and security; and limited collaboration with the private
sector. There is considerable variation in DMO capability between the three areas of the
subregion across the range of DMO skills. Raising current skill levels and collaboration
practices benchmarked to best practice cases would help to achieve a more coordinated
approach to subregional cooperation in tourism.
With recovery in the overall economic situation, it is likely that international and domestic
tourism growth will average between 5% and 8% per annum through to 2021.
2.6 Key Issues for Subregional Cooperation in Tourism
The main strengths, weaknesses, opportunities and threats for subregional cooperation to
achieve a sustainable, inclusive and competitive pattern of tourism are summarized in Table 2.
A review and evaluation of the subregion’s tourism sector and its prospects, given its
competitive strengths, weaknesses, opportunities and threats, suggest that developing a
more sustainable, inclusive and competitive tourism in the subregion needs to address the
following issues:
• the absence of a strategic framework to inform and guide cooperation in the tourism
sector—as well as the related absence of a coherent cross-border spatial framework
for cooperation in tourism;
• a limited range of new products outside the usual island, coastal and city resort and
sightseeing offerings, and the need to diversify this range if the subregion is to attract
longer-staying and higher-spending markets;
• incomplete transport connectivity between key areas of the subregion, notably
between Sumatra, Indonesia and major tourism centers in Southern Thailand, and
lack of RORO connections between Malaysia and Indonesia;
• limited market awareness of the subregion as a single destination;6 IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
Table 2. Key Tourism Sector Strengths, Weaknesses, Opportunities and Threats
Key Weaknesses: Key Strengths:
• Significant imbalances in distribution of • Globally attractive tourism resources and
tourism. destinations, with large, well-established
• Incomplete inter-IMT-GT connectivity. markets and ample capacity for expansion.
• Narrow product line, lack of market • Well-developed linkages to national,
awareness, and lack of a marketing strategy regional and global markets.
to generate awareness. • Large, young, increasingly well-educated
• Limited participation by provincial/state HR base.
and local governments, the private sector • Presence of a strong and vibrant private
and local communities. sector.
• Inconsistent standards for facilities, • Supporting IMT-GT and ASEAN Economic
tourism human resource services, and Community framework, and agreements.
safety and security. • Supporting national, provincial, and state
• Cumbersome and uncoordinated governments.
transportation and cross-border access
regulatory policies.
• Inadequate destination infrastructure
outside the main tourist destinations and
cities.
• Absence of a strategic framework to guide
tourism cooperation initiatives.
Key Opportunities: Key Threats:
• Tap the large international and domestic • Lack of compliance with environmental
markets in the three IMT-GT countries. controls and protection of natural and
• Complete subregional air and sea cultural heritage, resulting in loss of
connectivity. rainforest and rainforest biodiversity.
• Facilitate cross-border movements, • Annual smoke haze due to inability to reign
enhance human resources, and adopt in rainforest clearing and burning.
common standards under the ASEAN and • Natural disasters:
IMT-GT cooperation frameworks. –– volcanic eruptions, earthquakes, and
• Integrate tourism with agriculture, trade tsunamis;
and investment, and halal products and –– climate change-induced storm surges
services. and flooding; and
• Provide a coherent spatial framework –– insect-borne diseases such as malaria
for positioning the subregion as a single and dengue.
destination in ASEAN. • Political instability and terrorism.
• Move to a more evenly distributed, • Regional geopolitical conflict.
inclusive, diversified and high-yield pattern
of tourism, emphasizing quality.
• Ensure that key threats are mitigated
through adoption of appropriate design
and safety standards, cessation of rainforest
clearing and burning, and adopting “smart-
security systems.”
• Prepare long-term strategic framework
and rolling five-year action plans to guide
cooperation.
Source: The SWOT was prepared by ADB consultant Ludwig Rieder.Overview of the IMT-GT Tourism Sector 7
• weak tourism human resource capacities in the destination management organizations
in provinces and states, in tour operation, hospitality and guiding skills, and in skills
for local communities to engage more effectively in the tourism supply chain;
• inconsistent facility quality and poor service standards in the tourist facilities and
services outside the major resort and city destinations and for branded hotel and
resort properties;
• unsustainable forest clearing and burning, and cross-border tourism projects; and
• growing safety and security risks for tourists.
These issues will need to be at the core of the cooperation agenda in the implementation
blueprint for 2017–2021 and beyond. In particular, a coherent spatial framework is essential
to the sustainable, inclusive, and competitive development of subregional tourism.
2.7 P
otential Cross-Border Thematic Circuits
and Routes
A logical spatial framework for developing cross-border tourism is essential, in order to guide
IMT-GT working groups and key stakeholders in designing interventions for addressing
strategic issues. Since the appropriate spatial framework for subregional cooperation in
tourism is cross-border tourism, this framework would comprise thematic cross-border
circuits and routes, and their destinations, attractions and products. The selection of
appropriate thematic cross-border circuits and routes should be based on the following
criteria:
• already connected, or easy to connect to air, road, and sea gateways in the
subregion;
• clusters of diverse activity themes in and around the gateways, such as adventure;
sightseeing; medical health and wellness; meetings, incentives, conferences, and
events (MICE); cruises; marine sports such as yachting, scuba, snorkeling, free diving
and surfing; and leisure resort experiences;
• sufficient environmental, social and economic capacity, and capacity to manage and
mitigate adverse impacts;
• complementarity of tourism resources, facilities and services in the main destination
centers that can be packaged under single themes; and
• strong market and private sector interest.
Based on a consideration of these factors, and subject to validation by market research, three
thematic circuits are proposed: a marine circuit, a heritage circuit, and an ecotourism and
adventure circuit.
Marine Circuit connecting the main tourism centers of Phuket-Krabi-Langkawi-Penang-
Sabang-Phuket. This circuit would connect destinations in the vicinity of the main centers
such as the marine national parks of Ko Tarutao Marine National Park ASEAN Heritage
Park in Satun, the Ao Phang-Nga Marine National Park and Similan Marine National Park
in Phang Nga Province and related centers, as well as the islands surrounding Phuket, Krabi,8 IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
Langkawi, and Aceh. Potential existing and new product/activities that can be promoted in
this circuit are:
• cruises (main and smaller, specialized pocket cruises);
• yacht sailing and island-hopping circuits and routes;
• marine sports such as diving, surfing (wave, wind and kiteboarding), sailing, marine
life encounters; and
• experiencing the culture of traditional fisher folk communities.
These could be packaged as one-, two- or three-country programs depending upon the length
of stay of the target visitor. The circuit could be highlighted by promoting existing and new
events such as marine festivals, yacht regattas, surfing competitions, deep diving competitions,
and the hosting of national and international marine conferences and exhibitions, etc.
Cultural Heritage Circuit connecting Southern Thailand with the Malaysian Peninsula,
and across to Indonesia by air or sea in the vicinity of Melaka. This three-country circuit
would connect destinations in Songkhla, Pattani, and Nakhon Si Thammarat in Southern
Thailand with Kedah, Perak, Penang, and Melaka down the Utara Corridor, or via Kelantan to
Mersing and Melaka down the East Coast Economic Corridor, and Medan, Pekanbaru, Jambi,
and Palembang, Samudera, among others in Sumatra, Indonesia. Potential existing and new
product/activities that can be promoted in this route are:
• participating in traditional cultural events, music and cultural festivals;
• exploring pre-historic and ancient historic sites such as the UNESCO-listed
Archeological Heritage Site of the Lenggong Valley and the Srivijay monuments and
relicts and volunteering at archaeological site digs;
• experiencing local culture through home stays;
• shopping for art and crafts, and appreciating the cuisine of the subregion; and
• following in the route of famous historic figures such as Zheng He and revered Monk
Luang Pu Tuad, visiting the old Malay, Chinese, Arab trader and colonial towns and
ports, and experiencing the Islamic heritage of the subregion.
A well-researched proposal for the development of a “Livable Old Towns” cross-border
circuit/routes has already been prepared by Thailand, and is ready for implementation. The
heritage circuit could be highlighted by promoting existing and new events such as music and
cultural festivals (cuisine, art and craft, dance, etc.), hosting international conferences and
exhibitions on culture, and creating iconic museums.
Ecotourism Adventure Circuit based on exploring and experiencing the oldest forest flora
and fauna on earth by connecting the major national parks and forests of Indonesia (such
as the iconic UNESCO-listed “Tropical Rainforest Heritage of Sumatra”), with the major
national parks and forests in Malaysia such as Belum-Temengor Forest Complex and Ulu
Muda Forest Reserve, both well within reach of Thailand’s national parks and forests, as
well as Taman Negara Pahang National Park, and the UNESCO-listed Langkawi Geopark;
and the national parks and forests of Thailand such as Ko Tarutao Marine National Park,an
ASEAN Heritage Park in Satun, Nam Tok Than To Forest Park, Banglang National Park, Si-Po
Waterfall National Park and Khao Luang National Park, among others. Potential existing and
new product/activities include:Overview of the IMT-GT Tourism Sector 9
• Trekking, mountain biking, and “climbing above and caving below” adventures in
protected areas such as national parks, forests and geo-parks;
• River and sea kayaking, tubing, and rafting;
• One-, two- and three-country short and extended bicycle tours;
• immersion in forest and coastal communities based on home stays, camping and eco-
lodges; and
• wildlife encounters and conservation volunteering.
The circuit could be highlighted by creating a transnational park system recognized by
ASEAN and international conservation organizations such as Conservation International
(CI) and the World Wildlife Fund (WWF); creating trans-border national parks and forests
between Malaysia and Thailand for joint management; promoting existing and new events
and festivals related to conservation, forest and marine themes; and hosting international
conferences and exhibitions in the main centers near the parks.
The above spatial framework of thematic circuits and routes provides a platform for
addressing connectivity, product development, market awareness, quality, human resources
development, community participation, project sustainability, and safety and security issues
arising from the analysis of strengths, weaknesses, opportunities and threats.3
10 Foreword
IMT-GT Tourism Strategic
Framework
3.1 R
ationale and Strategic Goals for Cooperation
in Tourism
The overall rationale for cooperation in tourism among the countries of the subregion rests on
the premise that the tourism sector is one of the few sectors of the subregional economy with
the capacity for sustainable and inclusive development; and is why it has been selected as one
of the three drivers of economic growth. In this context the IMT-GT Vision 2036 goal for
tourism is: “Sustainable, Inclusive and Competitive Cross-Border Tourism.” The strategies
for achieving this goal are to:
• diversify and enhance the IMT-GT tourism destinations and products;
• improve inter- and intra-IMT-GT area connectivity and travel facilitation;
• intensify marketing of the subregion as a single destination;
• undertake capacity building and human resources development;
• raising the quality of the subregion’s tourist destinations, facilities and services;
• developing sustainable, inclusive and competitive tourism circuits/routes and their
destinations and products; and
• ensuring the safety and security of tourists.
Given the proposed cross-border thematic circuits/routes framework, the IB 2017–2021
should prioritize putting in place the enabling framework for “sustainable, inclusive and
competitive thematic cross border tourism” by:
• building the necessary platform for greater subregional interconnectivity and
facilitation of thematic cross-border travel;
• building the necessary platform for sustainability, inclusiveness and competitiveness
in the thematic cross-border circuits; and
• promoting the subregion as a single destination offering a diverse set of highly
attractive cross-border thematic circuits/routes products, to the IMT-GT national,
ASEAN regional, and long haul markets.
3.2 S
trategic Directions and Programs
for 2017–2021
In the context of the Vision 2036 goal for the tourism sector: “Sustainable, Inclusive and
Competitive Cross-Border Tourism”, the tourism initiatives under the vision of IB 2017–2021
can be logically clustered into three strategic directions:
10IMT-GT Tourism Strategic Framework 11
• Improving connectivity between strategic areas of the subregion to support the
development and packaging of selected thematic cross-border tourism circuit
development;
• Enhancing the sustainability, inclusiveness and competitiveness of selected thematic
cross-border circuits; and
• Providing the platform for marketing the subregion as a single destination based
on developing, packaging, and promoting selected thematic cross-border circuits/
routes and destinations.
The main programs for undertaking these strategic objectives for IB 2017–2021 are set out
below.
3.2.1 Building Interconnectivity
To build the necessary platform for interconnectivity and competitiveness, consideration
should be given to undertaking the following strategic interconnectivity and travel facilitation
projects:
(a) the Phuket to Sabang air and sea route in the IMT-GT Ranong-Phuket-
Aceh Economic Corridor and related air and seaport; customs, immigration,
quarantine, and security (CIQS); and cruise and marine center improvements
and development;
(b) the Melaka to Dumai RORO route in the Dumai-Melaka Economic Corridor,
requiring the development of a RORO facility on the Melaka side, together with
related CIQS facilities and services;
(c) move to facilitate small air charter operations between the international
rated airports of the subregion to initiate interconnectivity for small groups
travelling for medical, adventure, and nature and culture sightseeing activities,
by removing unnecessary restrictions, simplifying application procedures and
practices, and reducing application processing times to make it feasible for tour
operators and carriers to work out specialized programs and packages;
(d) further explore the development of new air routes and, where necessary,
infrastructure improvements and CIQS facilities between Langkawi, Phuket,
Hat Yai, Songkhla, Medan, Bintan, Pekanbaru, Batam, Jambi, Palembang,
Bukkittingi, Padang and Bengkulu, and to major destination airports at Silangit
near Lake Toba, Gunung Sitoli on Pulao Nias, and Sinabang on Pulau Simeulue;
(e) prioritize the completion of the Tebingtinggi-Kuala Tanjung and Tebingtinggi-
Parapat Toll Route on the trans-Sumatra Economic Corridor; and
(f ) strengthening strategic destination ICT infrastructure, and e-Tourism by
increasing the number of fast WIFI spots, installation of sensors to improve
tourist security and emergency response at key points, and number of mobile
applications to facilitate visitor activities.
Taken together, these will open up new one-, two- and three-country cross-border thematic
circuits/routes and related product development opportunities based on one or more
combinations of resort, marine, cultural heritage, ecotourism, adventure, cruise, MICE,
health and wellness and medical tourism activities.12 IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
3.2.2 Building Sustainability, Competiveness and Inclusiveness
Increasing the competitiveness, as well as the sustainability and inclusiveness of the
subregion’s tourism destinations, facilities and services in selected cross-border thematic
circuits and routes by:
• adopting and implementing in these destinations the ASEAN Tourism Standards for
green hotels, food and beverage services, public restrooms, home stays, ecotourism,
heritage tourism, and community-based tourism;
• developing and implementing a new standard for “halal destinations” with possible
adoption as an ASEAN standard;
• adopting and implementing the ASEAN Tourism Competency and Curriculum
Standards program under a mutual recognition agreement (MRA);
• developing and implementing a specialized capacity building program for enhancing:
οο sustainable and inclusive tourism planning, development, marketing, and
destination management (including safety and security) capabilities of local,
provincial/state, regional and national government destination management
organizations and officials;
οο the capacities of local communities to participate directly and indirectly in
the tourism supply chain at the local, provincial/state, regional, national and
international levels; and
οο hospitality and service skills of existing tourism enterprise personnel; and
• harmonizing the collection and analysis of tourism statistics within the destinations
of the selected cross-border thematic circuits and routes.
These initiatives will help to raise the sustainability of tourist facility development and
operation in the thematic cross-border circuits and routes; increase the competitiveness of
their tourist facilities and services; enhance the capacity of provincial and state DMOs to
manage the development of sustainable, inclusive and competitive tourism in their areas; and
enhance the capacity of local communities to engage in the tourism supply chain.
3.2.3 Positioning the Subregion as a Single Destination
To market the subregion as a single destination based on developing, packaging, and
promoting selected thematic cross-border circuits/routes and destinations, priority will
need to be given to:
Preparing an overall marketing strategy to 2021 and a two-year rolling marketing action plan
and program in line with that of the ASEAN Tourism Strategic Plan. This plan should include:
• market research by the IMT-GT countries among tour operators and carriers in
key markets2 to test thematic cross-border circuit proposals such as the “Livable
Old Towns” or geo-park adventures, competing products, market product/activity
preferences, length of stay and competitive pricing points, and likely level of visitors
in the future;
• in light of the results of the market research, preparation of a market positioning
and branding strategy for the subregion’s thematic cross-border circuits and their
2
Key markets include the IMT-GT countries, other ASEAN countries, other Asia and Pacific countries, and long
haul markets in the Middle East, Europe and the Americas.IMT-GT Tourism Strategic Framework 13
destinations and products under a single destination concept, including a monitoring
and evaluation system and possible incorporation into the ASEAN Tourism Marketing
Strategy and Action Plan; and
• proposed implementing arrangements for the financing, coordination, supervision,
and monitoring and evaluation aspects of the plan.
Subject to market research confirmation of proposed thematic cross-border circuits,
improving, diversifying and packaging the selected circuits by expanding and enhancing
clusters of attractions around the key gateways/destinations; and including projects to link
surrounding communities to the tourism supply chain of the cluster and related circuit/s.
This will require a study that would:
• identify the target destinations within the selected thematic circuits, their cluster of
existing destinations, and opportunities for diversifying and enhancing their offered
attractions;
• assess the structure and value of the existing tourism supply chain in the target
destinations and identify areas of supply where local communities and local
producers could participate;
• identify community issues and concerns in relation to tourism and the ways they may
engage in it; and
• design a tourism supply chain community participation program setting out:
οο the type and scale of participation;
οο awareness and capacity building needs;
οο credit and mentoring support program; and
οο a monitoring and evaluation framework.
An example of this is already available in the Thailand proposal for the “Livable Old Towns”
circuit or route and again in the MICE and medical tourism value chain.3 Here there are
opportunities to connect local communities to the transportation, organic food production,
art and craft production, and facility operations and procedures, as well as nature and culture
sightseeing activity components of the supply chain at the destination.
Based on achievements and lessons learned from IB 2012–2016, the subsequent IBs would
focus on completing what remains to be done, or adjusting the strategic approach, and
expanding the number of thematic circuit/route offerings.
3.3 Key Results Indicators
In the context of the IMT-GT Vision 2036 tourism component, and the proposed scope, goal,
objectives, and strategies that could be pursued in IMT-GT IB 2017–2021, some reasonable
targets for 2021 are set out below:
1. Growth and dispersion of international tourism receipts, as indicated by:
1.1 Number of international tourist arrivals in accommodation establishments
increases by 6.6% annually.
3
This includes: foreign visitors in need of healthcare à hospital agent or internet à medical facilitator à airport
pickup, transport, patient admittance à planned hospital procedure, accommodation and services à hospital
care management, intervention, operation à tourism package while recovering à transport and airport drop à
post medical treatment at home base14 IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
1.2 Secondary destinations share of international tourist arrivals in accommodation
establishments increases from 20% to 27% (+7%).
1.3 Average length of stay of international tourist arrivals increases from 4 to
4.25 days.
1.4 International tourist expenditure per day (based on Thailand data) increases by
$5 to $105 at 2015 prices.
2. Increase employment in the tourism sector as indicated by:
2.1 Incremental jobs sustained annually in the accommodation subsector increases
by 151,700 jobs to 662,700.
3. IMT-GT is more environmentally, socially and economically responsible as
indicated by:
3.1 Fifty percent of hotels, tour operations, and destinations are certified as
sustainable (from zero).
3.2 Local suppliers of goods and services to hotels increase from an estimated 30%
to 50%.
It should be noted that given that the IB 2017–2021 will be mostly about building the platform
for interconnectivity, competitiveness, sustainability and inclusive development, even with
a substantially ramped-up single destination promotion program, the overall volume, length
of stay and expenditure results could not be expected to increase that significantly over what
they are today. While some modest increases in the volume, length of stay and expenditure,
have been set by 2021, more important is the distribution of this expenditure away from the
seven major destinations. Given the huge size of the employment generated in the subregion,
every 1% shift in the share of tourism between the seven top destinations and the rest could
have a significant impact on the distribution of employment and entrepreneurial opportunities
outside the top seven provincial/state destinations.4
Foreword 15
Action Plan 2017–2021
4.1 Road Map for Implementation
Based on the suggested activities identified in the three core strategic programs, the action
plan comprises four core projects and related subprojects and activities:
A project to improve tourism air and sea interconnectivity, information and communication
technology (ICT) connectivity, and travel facilitation in the IMT-GT subregion based on
implementing four subprojects:
• infrastructure and regulatory initiatives to enable small air charter and scheduled
services between Sabang and Phuket and other points in Thailand, and Langkawi
and Penang in Malaysia, and completing plans to develop a RORO service between
Melaka and Dumai;
• simplifying air charter approval requirements to enable small IMT-GT air charter
operators to operate services between the international airports of the subregion and
creating a third-level IMT-GT international airport designation at strategic domestic
airports, based on provision of mobile CIQS facilities;
• participating in regional airline route conferences and hosting an annual IMT-GT
route conference; and
• designing and implementing projects to improve ICT connectivity within the
priority destinations in the thematic cross-border circuits and routes of the
subregion.
A project designed to raise the competitiveness, sustainability and inclusiveness of the
tourism sector in selected thematic cross-border circuits/routes based on implementing four
subprojects:
• adopting the ASEAN Tourism Standards and developing and implementing a new
Halal Destination Standard;
• Adopting and implementing the ASEAN Competency and Curriculum Standards;
• Undertaking tourism human resource destination capacity-building among provincial
and state DMO officials, hospitality and tourism workers, and local communities; and
• Harmonizing the collection, analysis, and reporting of tourism demand and supply
statistics.
A project to formulate the IMT-GT Marketing Strategy and Two-Year Action Plan involving
implementation of three subprojects:
• undertaking market research to inform the selection of thematic cross-border
circuits/routes and related product development and marketing strategy;
1516 IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
• preparation of the related marketing strategy and action plan; and
• based on the market research, selecting initially one thematic cross-border thematic
circuit/route for development, packaging and marketing involving:
οο the provision of well-developed and diverse clusters of attractions and activities
in the vicinity of the main air and sea gateway destinations in each area of the
selected thematic cross-border circuit/route; and
οο undertaking interventions in the vicinity of the cluster of attractions and
activities in the main air and sea gateway destination of the selected thematic
circuit to increase local community participation in the tourism supply chain in
these areas.
Table 3 summarizes the essential features of the projects in terms of their titles, expected
benefits, description, timing, budget where available, and organizations responsible for
implementation.
4.2 Knowledge Dissemination Plan
This component seeks to obtain buy-in to the IMT-GT Strategic Framework and Action Plan
from key stakeholders, notably provincial/state governors, local governments, DMO officials,
the tourism industry, training institutions and academics by informing them about the IMT-
GT Tourism Strategic Framework and Action Plan. The plan involves:
• Preparation of knowledge products on the IMT-GT Tourism Strategic Framework
and Action Plan, including:
οο Internet-based products for inclusion in social media sites and blogs, design of a
page for the IMT-GT web site, etc.
οο Production of brochures, maps and other printed documents
οο Production of PowerPoint presentations for conferences and seminars
οο Production of a three-minute video
• Distribution of the knowledge products through:
οο Social media sites and blogs
οο The IMT-GT website
οο Electronic media products such as Discovery and National Geographic
documentaries, and current affairs shows
οο Seminars, workshops and other meetings
οο Direct mail
• Establishment of a knowledge dissemination institutional structure in the IMT-GT
Secretariat to sustain implementation of the knowledge dissemination program, and
to monitor and evaluate results.
The plan should be implemented once the IMT-GT Tourism Strategic Framework and Action
Plan have been agreed upon.Table 3. Summary of Projects for the Imt-Gt Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
Revised Strategy
and Action Plan Elements Description Timing Budgets Responsible Organizations
Outcome 1: Increase in cross-border receipts
1.1 Improving connectivity to support development of thematic cross-border tourism circuits and routes
1.1 Sabang Airport/Seaport The main activities include:
& Melaka RORO Port • Preparing a position paper for presentation to the Q3–Q4 2017 None WGT Lead Country
Developments. Working Group on Transportation and ICT seeking its
Expected benefits: support for taking up both projects
• Open up new marine, cruise, • Assessing the infrastructure needs and deficiencies and Q1–Q3 2018 Preparatory Working Group on
heritage, and ecotourism CIQS software requirements to upgrade the existing Technical Studies Transportation and ICT as
adventure circuit products and airport and seaport for subregional international $250,000 well as country transportation
opportunities, and promote passenger operations in Sabang and Melaka organizations.
destination product diversity • Preparing design, feasibility evaluations, financing plans, Q42018–Q2 2019 $500,000 As above
• Increase intraregional tourism operations and maintenance and project implementing
volumes, length of stay, and arrangements for each infrastructure package
expenditure • Preparing contracts for procuring design and construction Q3 2019–Q4 2019 $800,000 As above
• Better balance in the share of supervision services to implement the packages
tourism among the countries and • Project component implementation and commissioning Q1 2020–Q4 2021 To be advised As above
spread the benefits of tourism • Monitoring and evaluation Bi-annually None Required WGT Lead Country
more widely—more inclusive
1.2 Facilitating air charter approval The main activities include:
requirements. • Preparing a position paper setting out the case for Q3–Q4 2017 None as would be Working Group on Tourism
Expected benefits: speeding up and extending the approval period for charter
• Increase interconnectivity to less operations by certified smaller IMT-GT air carriers
accessible destinations • Holding one or more subregional meetings to discuss Q1 2018–Q4 2018 Working Group on
• Higher length of stay and and agree on a uniform system for fast processing of air Transportation and ICT
expenditure charter operations
• Greater inclusivity • Implementation by the countries in their respective civil Q1 2019–Q 4 2019 Country civil aviation
aviation authorities regulatory organizations.
• Monitoring and evaluation of the provision of the services Q1 2020–Q4 2021 Working Group on Tourism
1.3 Facilitating airline route The main activities include:
development. • In partnership with the provinces and states, preparing Q1–Q2 2018 No Cost Working Group on Tourism
Expected benefits: a route development strategy and an annual route Lead Country
• Increase inter- and intra-air and development program based on the selected thematic
sea connectivity cross-border circuits/routes
• Increase length of stay and • Organizing an annual route conference with carriers, Q3 2019, Q3 2020, and $25,000 p.a. Working Group on Tourism on a
expenditure including those from outside the IMT-GT area serving Q4 2021 convergence basis with Working
• Greater inclusivity other regional and long-haul markets Group on Transportation and ICT
• Monitoring and evaluation of route development and Semi-annually No cost Working Group on Tourism
adjustments to the route development strategy and action Lead Country
Action Plan 2017–2021
plan as required.
continued on next page
1718
Table 3 continued
Revised Strategy
and Action Plan Elements Description Timing Budgets Responsible Organizations
1.4 Facilitating destination ICT. The main activities include:
• Identifying the main destinations in the thematic circuits Q1–2 2018 No Cost Working Group on Tourism
and routes where priority should be given to improving
ICT infrastructure
• Preparing a position paper setting out the destinations for Q1 2018 No Cost Working Group on Tourism
discussion with the Transport and ICT Working Group to
determine an action plan
• Implementation of the plan Q2 2018–Q4 2021 To be determined Transport and ICT Working Group
• Monitoring and evaluation of progress Semi annually No Cost Working Group on Tourism
Outcome 2: Increase in employment in cross-border circuits or routes
2.1 Enhance the sustainability, inclusiveness, and competitiveness of the subregion as a single destination focusing on selected thematic cross-border circuits
2.1 Implementing ASEAN Tourism The main activities include:
Standards and developing • Holding consultations and discussions with the related Q3–Q4 2017 No Cost WGT working with ASEAN
and implementing new Halal IMT-GT and ASEAN Working Groups and country Tourism Working Group and
Destination Standards agencies to ascertain key issues and concerns, required related national government
Expected benefits: policy and regulatory reforms, and approach to organizations responsible
• Tourism facilities and services implementing the ASEAN Standards; for setting, certifying and
more sustainable and competitive • Preparing a draft of the Halal Destination Standards and Q1–Q2 2018 No Cost regulation of standards, and key
• Tourism human resource undertaking consultations among the stakeholders to private sector stakeholders.
competencies are more agree the Halal Destination Standards;
competitive • Preparing and agreeing among the stakeholders a Q3–Q4 2018 $25,000
• Increased market penetration of program with timelines for the implementation of the
Islamic tourism segments existing ASEAN Tourism Standards, and the new Halal
Destination Standards; and
• Implementing and monitoring and evaluating the Q1 2019–Q4 2021 $150,000 in seed
program. funding over 3 years
IMT-GT Tourism Strategic Framework 2017–2036 and Action Plan 2017–2021
2.2 Tourism human resource The main activities include:
destination capacity building • Holding consultations with the UniNet partner education Q3–Q4 2017 $25,000 for WGT in convergence with
Expected benefits: and training institutions to sponsor the subregional consultations, Working Group on Education
• Provincial and state DMO capacity building program; needs analysis and and Culture UniNet partners,
personnel are more effective in • Undertaking a capacity building and training needs Q1–Q2 2018 preparing capacity and provincial/state, industry,
their tasks analysis among the target beneficiaries to ascertain the building programs and local community
• Tourism human resource services type and scope of capacity building required; stakeholders
are more competitive. • Preparing an ongoing capacity building program, Q3–Q4 2018
• Local communities are more institutional arrangement and budget proposal for
engaged in the tourism supply financing;
chain • Arranging financing for the program; and Q3–Q4 2018 $150,000 over
• Implementing and monitoring and evaluation the Q1 2019–Q4 2021 3 years
program;
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