SMART TOURISM

Konferensi Nasional Inovasi TIK untuk Indonesia CerdasAula 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

SISTEMATIKA

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 – DampakLangsung, DampakTidak Langsung, danDampak Ikutan (2014)

1 dari 11 Lapangan Kerja

US$ 1.4 Triliun Ekspor

5% Dari Ekspor Dunia2014

25Juta Wisatawan padatahun 1950

1138Juta Wisatawan padatahun 2014

5 s.d. 6 Miliar WisatawanDomestik

Sumber: UNWTO Tourism Highlights, 2014

UNWTO World Tourism Barometer, Jan. 2015

WTTC, Jan. 2015

STRATEGIC RATIONALE

PARIWISATA DI DUNIA

5

SSA

VARIABEL YANG DIPENGARUHI INDUSTRI

PARIWISATA

PDB Kesempatan Kerja

Devisa Negara

6Source: WTTC, 2014

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

SSA

PERBANDINGAN PDB LANGSUNG MENURUT

LAPANGAN USAHA

7

Kontribusi Total Travel & Tourism terhadap PDB (2013)

Source: WTTC, 2014

SSA

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

SSA

DAMPAK INDUSTRI PARIWISATA TERHADAP

KESEMPATAN KERJA

9Source: WTTC, 2014

KONTRIBUSI LANGSUNG TRAVEL & TOURISM TERHADAPKESEMPATAN KERJA

No NegaraJumlah 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

SSA

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”

SSA

PENERIMAAN DEVISA INDONESIA

11

No

2012 2013 2014 (s.d. Sep 2014)

Jenis KomoditasNilai

(juta US$)Jenis Komoditas

Nilai

(juta US$)Jenis Komoditas

Nilai

(juta US$)

1 Minyak & gas bumi36,977.00

Minyak & gas bumi32,633.2

Minyak & gas bumi23,402.2

2 Batu bara26,166.30

Batu bara24,501.4

Batu bara16,011.9

3 Minyak kelapa sawit18,845.00

Minyak kelapa sawit15,839.1

Minyak kelapa sawit12,756.8

4 Karet olahan10,394.50

Pariwisata10,054.1

Pariwisata8,221.3

5 Pariwisata9,120.85

Karet olahan9,316.6

Pakaian jadi5,660.3

6 Pakaian jadi7,304.70

Pakaian jadi7,501.0

Karet olahan5,538.8

7 Alat listrik6,481.90

Alat listrik6,418.6

Makanan olahan4,755.3

8 Tekstil5,278.10

Makanan olahan5,434.8

Alat listrik4,744.3

9 Makanan olahan5,135.60

Tekstil5,293.6

Tekstil4,031.0

10Kertas dan barang dr

kertas 3,972.00

Kertas dan barang dr

kertas 3,802.2 Bahan kimia

3,071.0

11 Bahan kimia3,636.30

Kayu olahan3,514.5

Kayu olahan2,930.5

12 Kayu olahan3,337.70

Bahan kimia3,501.6

Kertas dan barang dr

kertas 2,870.7

Sumber : Pusdatin Kemenpar, 2015

SSA

PEROLEHAN DEVISA INDONESIA MENURUTLAPANGAN USAHA

12Source: 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

SSA

PENERIMAAN DEVISA

13

SSA

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

SSA

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

1Price 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

1ICT Readiness

2.7 3.73

2 Tourism Service Infrastructure 2.1 3.07

3 Health & Hygiene 2.9 4.24

15

Peringkat Negara/Ekonomi2009 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”

SSA

PERBANDINGAN PARIWISATA ASIA

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

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

IITRAVEL 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)

SSA

INDEKS DAYA SAING PARIWISATA INDONESIA DIBANDINGKAN NEGARA-NEGARA ASEAN

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

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

SSA

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

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

SSA

PERFORMANSI KUNJUNGAN WISMAN 2015

19

CHANGECHANGE !

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

SSA

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

SSA

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 MASS MOVEMENT THAT’S EVOLVING VERY RAPIDLY

video viewsof the population

has a mobile phone

active users players per day

12

SSA

DIGITAL LIFESTYLE

23

Begitu juga dengan traveller…

“Traveller transform to hyperconnected

society”-Amadeus, 2014

SSA

DIGITAL LIFESTYLE

24

Shifting Tourism Industry Follows The People

SSA

DIGITAL LIFESTYLE

The relationship of each

tourism industry with

their customers, supplier

and partners. Web tools

for connecting with the

outside . Public content.

ERPThe 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 journeyOutstanding players at every stage of the customer journey

Digital is Now > Travel Industry is Digital

Dream Select Book Prepare

Stay

ShareReturn

20

SSA

DIGITAL LIFESTYLE

2626

Strategy Formulation

(SF)

27

SF

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

macro

mic

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

me

ga

SF

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%

SF

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

4.2 5.3 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

2SF

DAYA SAING KEPARIWISATAAN INDONESIA

31

2SF

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

• CertificationBusiness(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

2SF

PENTAHELIX ROLE MODEL

BUMN SEBAGAI LOKOMOTIF

TRANSFORMASI PARIWISATA

3333

Strategy Implementation

(SI)

34

Jenis Strategi

Pemasaran DDestination

OOrigin

TTime

Promosi BBranding/PRing

AAdvertising

SSelling

Media PPaid Media

OOwned Media

SSocial Media

22SI

SMART TOURISM

35

IMPLEMENTASI STRATEGI PEMASARAN MENURUT PENDEKATAN ‘DOT’(MARKETING STRATEGY IMPLEMENTATION BASED ON ‘DOT’ APPROACH)

DESTINATION

(DESTINASI)

Great Bali, Great Jakarta, Great

Batam

ORIGIN (ASAL)Singapore, Malaysia, Australia,

Tiongkok, and Japan

TIME (WAKTU)Market Seasonality (Pola

Musiman Pasar)

22SI

SMART TOURISM

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

competitivenessDemand-Side

Supply-Side

Su

pp

ort

-Sid

e2

SI

SMART TOURISM

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)

OnlineBooking

ElectronicDirectory

1. Airlines• domestic• international

2. Hotels/villas/pondokwisata

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 PlatformRecommendation System, User Generated

Content, Business Intelligence, Reward Point, etc.

Big Data Analytic

Comm Svc PurchaseHot Deals

Itinerary Plan

Payment System SocMed

e-tours

e-hotel

e-resto

e-show

e-carental

e-travel

Airlines

Hotel

Restaurant

Car Rental

Show

Tourism

/ T

ravel Ex

change (

TT

X)

suppliers

traditional & personal

Travel Agents

Mobile Apps(Hi-City)

Mobile Web(Hi-Indonesia)

Tours

e-Tourism

22222SI

SMART TOURISM

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 KawasanWisata

TravelAgent

Kuliner

Conven on/Event

CulturalShow

JaringanFiberOp c

22SI

SMART TOURISM

39

Inisiatif 3 - Accelerating ICT Infrastructure for tourism

2

Penyediaan Infrastruktur ICT dan ICT Hospitality services untuk memberikan

kenyamanan dan digital experience bagi wisatawan.

22SI

SMART TOURISM

40

22SI

SMART TOURISM

IMPLEMENTASI STRATEGI PLACEMENT BERDASARKAN KONSEP ‘POS’

(PLACEMENT STRATEGY IMPLEMENTATION BASED ON ‘BAS’)

41

SI: IMPLEMENTASI STRATEGI ISI BERDASARKAN PENDEKATAN ‘POS’ (CONTENT STRATEGY IMPLEMENTATION

BASED ON ‘POS’ APPROACH)

PAID MEDIA

OWNED

MEDIAwww.Indonesia.travel

SOCIAL

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

222SI

SMART TOURISM

43Sumber : Direktorat Pengembangan Pasar dan Informasi Pariwisata, 2015

PRIORITAS PASAR WISATAWAN“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

PORTOFOLIO STRATEGI PARIWISATA

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 analyticPlatform Big Data Analytics Untuk e-Tourism

Analytics

System Integration and Data Hub

Data Travel Data Culinary Data POI Social Media

InsightsInformation Trend Prediction

Dashboard

Data Telco

CommunicationMonitoring Tools Traveller Mobility

e-Tourism

Data Analytic Platform

Data Hotel Others

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

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SMART TOURISM

46

Inisiatif 4 – Marketing through social media & data analyticPlatform 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

SocialManagem

ent

E-Tourism

Digital Center

Searching &

Booking Data

Campaign data

Listening &

Insight

Opportunity,

content

strategy

Identify & KOLConversation

interaction

Evaluate &

refine

Define focus

area

On Destination

Activity Update

Experience &

Recommendation

Digital & Social

Media Data

R E A LREACH ENGAGE ACTIVATE 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

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SMART TOURISM

Kemen Par dengan Industri

PariwisataKemen 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 -Government f or Tour i sm

e-Tourism Digital Center

Capture/

SensingAnalysis

Decision Support Sistem

Outcome

• Executive Dashboard

• Sistem Monitoring Pariwisata

• Sistem Performance Management

Pariwisata

• Open Data Application

Digital Media

Kementrian/

Lembaga

Pemkot/Pemkab

/BUMD/Industri PariwisataPemprov

Social Media

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Regulatory Transparancy

TERIMA KASIH

48

49

Inisiatif 4 - Building Ecosystem e-tourismTraveller 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.

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E-Tourism