1. Domestic Tourism in Asia and the Pacific Copyright 2013,
World Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
2. Copyright 2013, World Tourism Organization (UNWTO) Calle
Capitn Haya, 42 28020 Madrid, Spain Domestic Tourism in Asia and
the Pacific ISBN printed version: 978-92-844-1482-6 ISBN electronic
version: 978-92-844-1483-3 Published and printed by the World
Tourism Organization (UNWTO), Madrid, Spain. First printing: 2013
All rights reserved. The designations employed and the presentation
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delimitation of its frontiers or boundaries. World Tourism
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World Tourism Organization (2013), Domestic Tourism in Asia and the
Pacific, UNWTO, Madrid. Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
3. Table of Contents ________________________________ Foreword
....................................................................................................................
9 Acknowledgement
....................................................................................................
11 Executive Summary
................................................................................................
13 Introduction
...............................................................................................................
41 1 Australia
............................................................................................................
51 1.1 Domestic Tourism in Australia
..................................................................
51 1.1.1 Introduction
............................................................................
51 1.1.2 Overview of Domestic Tourism
.............................................. 51 1.1.3 Case Study:
Impact on Social Tourism .................................. 60
1.1.4 Conclusion and Recommendation
......................................... 62 2 Bhutan
...............................................................................................................
67 Constraints for the Development of Domestic Tourism in Bhutan
.................... 67 3 China
.................................................................................................................
71 3.1 Domestic Tourism in China: Policy, Practice and Prospect
..................... 71 3.1.1 Introduction
............................................................................
72 3.1.2 Domestic Tourism Profile
....................................................... 74 3.1.3
Major Impact of Domestic Tourism
........................................ 84 3.1.4 Discussion
..............................................................................
86 3.1.5 Conclusion: Future Trends and Policy Recommendations ....
89 3.2 Analyzing the Domestic Tourist Markets of China A Case Study
of Guilin 92 3.2.1 Introduction
............................................................................
92 3.2.2 Literature Review
...................................................................
94 3.2.3 Methodology
..........................................................................
96 3.2.4 Findings
..................................................................................
98 3.2.5 Discussion and Conclusion
.................................................... 107 Copyright
2013, World Tourism Organization (UNWTO) // UNWTO, 3 April 2013,
for contributors use only.
4. 3.3 Travel Experience and Life Satisfaction through
Mobility: A Constructivist Perspective on Domestic Tourism in China
................... 110 3.3.1 Introduction
............................................................................
110 3.3.2 The Context of Domestic Tourism in China
........................... 110 3.3.3 Travel Experience and Life
Satisfaction through Mobility ...... 114 3.3.4 Conclusion
.............................................................................
122 4 India
...................................................................................................................
131 4.1 Domestic Tourism in India: The Industry, Ground Reality and
Policy Framework
.....................................................................................
131 4.1.1 Introduction
............................................................................
131 4.1.2 Domestic Tourism Industry
.................................................... 132 4.1.3
Domestic Tourism in Policy and Administration ....................
140 4.1.4 Discussion: The Meeting of Ground Reality and Policy
......... 143 4.1.5 Conclusion and Recommendation
......................................... 148 5 Indonesia
..........................................................................................................
153 5.1 Domestic Tourism in Indonesia
.................................................................
153 5.1.1 Overall Country Profile
........................................................... 153
5.1.2 Domestic Tourism Profile and Development
.......................... 162 5.1.3 Case Study: The Potential of
Domestic Tourism in Bali and Bandung
..........................................................................
171 5.1.4 Conclusion and Recommendation
......................................... 182 6 Iran
....................................................................................................................
187 6.1 Domestic Tourism in Iran
..........................................................................
187 6.1.1 Introduction
............................................................................
187 6.1.2 Overall Country Profile
........................................................... 189
6.1.3 Domestic Tourism Profile
....................................................... 202 6.1.4
Conclusion and Recommendation
......................................... 207 6.2 Managing Nowruz
Holidays: The Case of Fars Province, Iran .............. 213 6.2.1
Introduction
............................................................................
213 6.2.2 Nowruz in Iran
........................................................................
214 6.2.3 Nowruz Holidays Management in Fars Province
................... 216 6.2.4 Conclusion and Recommendation
......................................... 220 6.3 A Case Study of
Best Practice in Educational Tourism: Student Tours and Visits in
Iran
................................................................
225 6.3.1 Introduction
............................................................................
225 6.3.2 Definition and Types of Students Tours and Visits
................ 226 6.3.3 Case Study of Student Educational Tour
Operation .............. 229 6.3.4 Conclusion
.............................................................................
236 4 Domestic Tourism in Asia and the Pacific Copyright 2013,
World Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
5. 7 Japan
.................................................................................................................
239 7.1 Domestic Tourism in Japan
......................................................................
239 7.1.1 Introduction
............................................................................
239 7.1.2 Overall Country Profile
........................................................... 241
7.1.3 Domestic Tourism Profile
....................................................... 262 7.1.4
Case Study: Japanese Domestic Tourism Development ....... 279 7.1.5
Recommendation
...................................................................
281 8 Republic of Korea
.............................................................................................
285 8.1 Domestic Tourism in Republic of Korea
................................................... 285 8.1.1
Introduction
............................................................................
285 8.1.2 Overall Tourism Profile
........................................................... 286
8.1.3 Best Practices in the Revitalization of Domestic Tourism
..... 298 8.1.4 Conclusion and Recommendation
......................................... 309 8.2 A Case Study of
Social Tourism Policies in Republic of Korea................. 313
8.2.1 Introduction
............................................................................
313 8.2.2 Social Tourism Policies
.......................................................... 315
8.2.3 Impact of Social Tourism
....................................................... 320 8.2.4
Conclusion and Recommendation
......................................... 324 8.3 A Case Study of
Rural Tourism in Republic of Korea................................
326 8.3.1 Introduction
............................................................................
326 8.3.2 Overview of Rural Tourism
..................................................... 327 8.3.3
Rural Tourism Analysis by Types
........................................... 329 8.3.4 Conclusion
and Recommendation ......................................... 334 9
Malaysia
............................................................................................................
337 9.1 Domestic Tourism in
Malaysia...................................................................
337 9.1.1 Overview of Domestic Tourism
.............................................. 337 9.1.2 Domestic
Tourism Profile
....................................................... 338 9.1.3 A
Case Study of Domestic Tourism Malaysia Evidence focusing on the
Role of Transportation ... 349 10 Mongolia
...........................................................................................................
357 10.1 Domestic Tourism in Mongolia
.................................................................
357 10.1.1 Introduction
............................................................................
357 10.1.2 Overall Country Profile
........................................................... 359
10.1.3 Domestic Tourism Profile
....................................................... 370 10.1.4
Case Study: Impact on Social Tourism
.................................. 381 10.1.5 Recommendation
...................................................................
387 5 Copyright 2013, World Tourism Organization (UNWTO) // UNWTO,
3 April 2013, for contributors use only.
6. 11 New Zealand
.....................................................................................................
393 11.1 Domestic Tourism Market Segmentation
................................................. 393 11.1.1
Executive Summary
............................................................... 393
11.1.2 Market Segmentation
............................................................. 496
12 Pakistan
............................................................................................................
403 12.1 Domestic Tourism in
Pakistan...................................................................
403 12.1.1 Introduction
............................................................................
403 12.1.2 Overview of Tourism
.............................................................. 404
12.1.3 Overall Country Profile: Prospects of Domestic Tourism
...... 408 12.1.4 Domestic Tourism Profile
....................................................... 425 12.1.5
Conclusion and Recommendation
......................................... 430 13 Philippines
........................................................................................................
437 13.1 Domestic Tourism in Philippines
.............................................................. 437
13.1.1 Introduction
............................................................................
437 13.1.2 Overall Country Profile
........................................................... 438
13.1.3 Domestic Tourism Profile
....................................................... 450 13.1.4
Conclusion and Recommendation
......................................... 453 13.2 Domestic
Tourisms Role in Local Economic Development .....................
458 13.2.1 Introduction
............................................................................
458 13.2.2 Enabling Factors
....................................................................
462 13.2.3 Case of The Puerto Princesa City, Province of Palawan
....... 466 13.2.4 Conclusion
.............................................................................
471 14 Sri Lanka
...........................................................................................................
475 14.1 Domestic Tourism in Sri
Lanka..................................................................
475 14.1.1 Introduction
............................................................................
476 14.1.2 Overall Country Profile
........................................................... 479
14.1.3 Domestic Tourism Profile
....................................................... 488 14.1.4
Conclusion and Recommendation
......................................... 502 15 Thailand
............................................................................................................
505 15.1 Some Reflections on Thai Domestic Tourism
.......................................... 505 15.1.1 Introduction
............................................................................
505 15.1.2 Overview of Tourism
.............................................................. 505
15.1.3 Domestic Tourism Profile
....................................................... 512 15.1.4
Conclusion and Recommendation
......................................... 527 6 Domestic Tourism in
Asia and the Pacific Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
7. 15.2 A Case Study of Community Based Tourism in Thailand
......................... 529 15.2.1 Executive Summary
............................................................... 529
15.2.2 Background: Community Based Tourism in the Thai Context
.................................................................
531 15.2.3 Conclusion and Recommendation
......................................... 548 16 Vietnam
.............................................................................................................
553 16.1 Domestic Tourism in Vietnam
...................................................................
553 16.1.1 Introduction
............................................................................
554 16.1.2 Overall Country Profile
........................................................... 555
16.1.3 Domestic Tourism Profile
....................................................... 565 16.1.4
Case Study: Impact on Social Tourism
.................................. 575 16.1.5 Recommendation
...................................................................
577 Conclusion
.................................................................................................................
579 List of Contributors
...................................................................................................
585 List of Acronyms
.......................................................................................................
593 7 Copyright 2013, World Tourism Organization (UNWTO) // UNWTO,
3 April 2013, for contributors use only.
8. 8 Domestic Tourism in Asia and the Pacific Copyright 2013,
World Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
9. Foreword ________________________________________ Domestic
tourism is at the heart of the social fabric of Asia and the
Pacific. Pilgrimages, festivals, and festivities are a central part
of life in all the countries of the region, building on the various
religions and their numerous offshoots, often associated with
age-old agrarian practices. Indeed, even the golden week, so dear
to many cultures and the centre of annual domestic holidays in
numerous Asian destinations, is steeped in this tradition.
Likewise, domestic tourism, although overshadowed by international
tourism until recently, has been a major contributor to the
economies of Asia and the Pacific. One of the fundamental reasons
for this state of affairs was the quest for foreign exchange that
countries sought as export earnings were particularly important in
their initial stage of tourism development and hard currency was in
short supply. However, the situation has changed dramatically with
the rapid economic growth in the region. The increase in the per
capita income of many countries enabled a growing percentage of the
population to take part in and profit from domestic tourism. The
affluent middle class of Asia and the Pacific is today, not only a
major source market for domestic tourism, but also an increasingly
important segment of the outbound market. Moreover, domestic
tourism has played a central role in many Asian destinations acting
as a shock-absorber in countries affected by natural and man-made
calamities that had a bearing on their international tourism. While
the economic benefits of domestic tourism cannot be ignored, the
socio-cultural contribution it has on the ground plays an even
greater role in the countries of Asia and Pacific. Indeed, one of
the major objectives of the present study was to assess this
important component. Country profiles and case studies therefore
highlight issues such as employment, community involvement and
sustainable development as these are equally, or even more
important, than the volume of expenditure or the number of
tourists. I wish to extend my appreciation to the Ministry of
Culture, Sports and Tourism of the Republic of Korea for funding
this important research and to all those who contributed to this
study, namely to Mr. Omar NAWAZ and Ms. Hyeon-Jin LEE, for their
valuable inputs as lead consultants of this report. I would also
like to commend the Regional Programme for Asia and the Pacific for
the initiative taken on the present study of domestic tourism in
Asia and the Pacific. 9 Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
10. I believe this innovative study will guide countries in
Asia and the Pacific, and beyond, to enhance their understanding of
the impact and reach of domestic tourism and provide ground for
adequate policies that support the development of domestic tourism
as a tool for economic growth and social cohesion. Taleb Rifai
Secretary-General, World Tourism Organization (UNWTO) 10 Domestic
Tourism in Asia and the Pacific Copyright 2013, World Tourism
Organization (UNWTO) // UNWTO, 3 April 2013, for contributors use
only.
11. Acknowledgements ______________________________ UNWTO would
like to acknowledge the following contributors to the study1 :
Domestic Tourism in China: Policy, Practice and Prospect Professor
Guangrui Zhang Analyzing the Domestic Tourist Markets of China: A
Case Study of Guilin Professor Jigang Bao and Dr Yueying Hazel Xu
Travel Experience and Life Satisfaction through Mobility A
Constructivist Perspective on Domestic Tourism in China Dr Honggen
Xiao Domestic Tourism in India: The Industry, Ground Reality and
Policy Framework Dr Kiran A. Shinde Domestic Tourism in Indonesia
Dr Myra P. Gunawan and Ms Yani Adriani Domestic Tourism in Iran Dr
Zahed Ghaderi Managing Nowruz Holidays: The Case of Fars Province,
Iran Dr Hamid Zargham A Case Study of Best Practice in Educational
Tourism: Student Tours and Visits in Iran Mr Masih Sharif Domestic
Tourism in Japan Mr Tomohiko Watanabe 1 In alphabetical order of
the study chapter. 11 Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
12. Domestic Tourism in Republic of Korea Dr Kang Wook Lee A
Case Study of Social Tourism Policies in Republic of Korea Dr Sun
Jin Ji and Dr Jae Geul Kim A Case Study of Rural Tourism in
Republic of Korea Mr Hyung Doo Choi and Mr Hyun Suk Choi A Case
Study of Domestic Tourism Malaysia Evidence Focusing on the Role of
Transportation Dr Hossein Nezakati and Mr Yousef Keshavarz Domestic
Tourism in Mongolia Dr Amartuvshin Dorjsuren Domestic Tourism in
Pakistan Mr Zafarullah Siddiqui Domestic Tourism in Philippines Dr
Miguela M. Mena Domestic Tourisms Role in Local Economic
Development Ms Maria Cherry Lyn S. Salazar-Rodolfo Domestic Tourism
in Sri Lanka Dr Nizam Lantra Some Reflections on Thai Domestic
Tourism Dr Therdchai (Ted) Choibamroong A Case Study of Community
Based Tourism in Thailand Ms Potjana Suansri and Mr Peter Richards
Domestic Tourism in Vietnam Mr Hoang Dao Bao Cam 12 Domestic
Tourism in Asia and the Pacific Copyright 2013, World Tourism
Organization (UNWTO) // UNWTO, 3 April 2013, for contributors use
only.
13. Executive Summary ______________________________ Background
and Objectives The domestic tourism (DT) study was launched in
September 2011 by the Regional Representation of Asia and the
Pacific of UNWTO with the sponsorship of the Republic of Korea. The
responses based on a concept note and a detailed set of Terms of
Reference (ToR) outlined in the Introduction to the present
publication were received from academics, professionals and tourism
administrators of the following countries: Australia, Bhutan,
China, India, Indonesia, Iran, Japan, Korea, Malaysia, Mongolia,
New Zealand, Pakistan, Philippines, Sri Lanka, Thailand, and
Vietnam. The main objectives were outlined as follows: a) Compile
domestic tourism statistics and analyze characteristics focusing on
its socio- economic impact and resilient capacity; b) elucidate
information on the accommodation (formal and informal), transport,
leisure, and safety and security sectors that have a bearing on
domestic tourism; c) provide guidelines for sustainable development
of domestic tourism and highlight best practice cases in terms of
strategies, policies and product development; d) increase the
related stakeholders awareness of domestic tourism which plays an
important role in socio-economic development and industrys
resilience during global crisis situation; e) serve as a useful
groundwork for further studies on domestic tourism in Asia and the
Pacific and the rest of the world. Tourism is an important element
in the economy of Asian and Pacific countries. While international
tourism has been highlighted due to its capacity of generating
foreign exchange as an export earner, that many destinations in
their formative years of tourism direly needed, domestic tourism
(DT) was neglected both as an area of development as well as a
subject of research. Statistics on DT, vital to any economic
analysis, were either unavailable or unreliable since there was no
strict adherence to standard measurement systems. International
tourism, on the other hand, had the advantage of a system where
arrivals and departures were measured at frontier points and
expenditure was in foreign currency. This situation changed
dramatically with the introduction of Tourism Satellite Accounts
(TSA), an initiative of the World Tourism Organization (UNWTO) that
has greatly revolutionized accounting procedures, systems and
analysis. Many countries, especially the 13 Copyright 2013, World
Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
14. developed nations, adopted TSAs at its inception in the
1990s, whereas it permeated Asia and the Pacific much later with
varying degrees of success depending on the strength of the
accounting systems of the destinations under review. The present
study of DT across Asia and the Pacific draws heavily on TSAs that
have been implemented. The TSAs by themselves are not viable
without the supportive data of domestic travellers provided through
household surveys conducted by National Tourism Administrations and
Organizations (NTAs and NTOs). Surveys have not been implemented in
all the countries under review and one of the outcomes of the above
study was for requests for assistance in the implementation of
household and administrative surveys. It must be noted that one of
the major outcomes of the present study has been the emphasis laid
on the socio-cultural element of DT by a majority of the
contributors in various fields, of policy, planning, ethics and
sustainability. Methodology Due to time and financial constraints
most of the studies are dependent on secondary sources (desk
research) for their information. Wherever access was possible,
authors have availed themselves of data from the tourism satellite
accounts (TSA) and the household and administrative surveys that
are now a feature of the Asia and the Pacific destinations. Some
cases of primary research where authors had worked on the subject
previously on their own or through institutes to which they were
attached also feature such as studies on China (Guilin), Iran, and
the Republic of Korea to mention a few. Overall Structure of the
Document The overall structure of the study reflects the
difficulties encountered in the approach that is not uniform and
have been undertaken according to the strengths and background
knowledge of the authors. The contents tend to vary in depth and
style of the contributors. The lack of precise data on domestic
tourism has led to an over-emphasis on international tourism that
was requested merely as a point of reference and in some cases to a
perceived imbalance in the studies. The study on India stresses the
role and implications of policy decisions, especially with
pilgrimages as a reference source, while that of New Zealand is
summarized from the country profile of the Ministry but
concentrates on market segmentation that was extremely innovative
and enriching in its approach. In this situation these 2 reports do
not conform exactly to the TOR but contain more than useful data.
In like manner it was found that there was little information
available on domestic tourism in Bhutan and further editorial
research revealed the limitations to this field in the country
hence study is entitled as constraints to the development of
domestic tourism in Bhutan. 14 Domestic Tourism in Asia and the
Pacific Copyright 2013, World Tourism Organization (UNWTO) //
UNWTO, 3 April 2013, for contributors use only.
15. Salient Findings of Domestic Tourism in Asia and the
Pacific The various case studies based on socio-economic and
socio-cultural data such as on community based tourism in Thailand,
Nowruz holidays and educational tours in Iran, social and rural
tourism in Korea, all of which have an impact on DT of the country,
and which are pure case studies, are worthy of replication. These
case studies border on social tourism with an element of
sustainability, responsible and participatory tourism, that set the
standards for others to emulate. Indeed, the social tourism
policies outlined in the study on Korea with its detailed analysis
of tourism vouchers and coupons based on assistance to the
disenfranchised finds an echo in reports of other countries
including China. The lessons learnt are universal and not confined
to the Asia and Pacific region alone. The Korean efforts have been
lauded by other Asian destinations that bemoan the lack of such
facilities in their own countries. Some authors have added specific
case studies within the country profile such as Indonesia and the
Philippines. In the case of Indonesia, Bali and Bandung have been
included giving an insight into their growth from a historical
perspective and the problems faced in the light of various
incidents that affected them. The Philippines integrates a study on
Puerto Princessa City, an example of a planned green tourism
sustainable venture. Asia and the Pacific, unlike any other region
in the world, is characterized by the historical, geographical,
economical and political context that is unique and have an
enormous bearing on tourism in general and DT in particular. Asia
and the Pacific is marked by contrasts and heterogeneity that
pervades all aspects of society. Even from the point of view of the
evolution of tourism, the role of pilgrimages in India, Pakistan,
Sri Lanka, and Indonesia is so imbedded in the social fabric that a
rational approach to transport and accommodation is not possible.
One simply wonders how millions move and stay in places which are
devoid of the basic facilities. The past 3 decades have witnessed
different periods of economic and financial development in Asia and
the Pacific. The rapid growth of the North East and South East
Asian economies in the eighties and nineties led to the emergence
of the Tiger Economies which, unfortunately, was followed by the
Asian financial crisis of 1997 and, quite recently, the world
financial crisis whose effects have not totally subsided. Asian
tourism showed its resilience to withstand this plus the various
natural and man-made calamities that befell such as SARS, AHI,
Tsunami of 2004, and in the case of Indonesia and India, a series
of acts of terrorism. Amidst these catastrophes Asian tourism has
continued to maintain a healthy growth rate, much higher than the
world average. Family ties are sacrosanct in all Asian societies
with the result that visiting friends and relatives (VFR)
predominates both in the motivation (purpose of visit) and the
place of stay. It is therefore, extremely difficult to evaluate the
accommodation units used by this sector in 15 Executive Summary
Copyright 2013, World Tourism Organization (UNWTO) // UNWTO, 3
April 2013, for contributors use only.
16. their sojourns where residences of families and friends
form a secondary home in their own right. As a matter of fact the
study on Thailand revealed that the household survey questionnaires
carried 2 categories: 1) family and 2) friends and relatives. The
study revealed that VFR constitutes more than half and in some
instances two thirds the motivation for DT visits. Added to this is
the informal sector of accommodation which once again features as
the most important unit used by DT in their stays. Since this
sector is not within the purview of NTOs and NTAs questionnaires of
the household surveys aiming at obtaining data on accommodation
often fall short of the desired results. This should be one of the
major priorities of household survey questionnaires in the future.
The other major characteristic of DT in the region is the
demography. Home to over 60% of the worlds population the contrasts
are enormous. China and India have a population of over a billion
each while Bhutan wedged between both countries has only 716.000
people. China, has identified its population as its greatest DT
asset as a raw material to be exploited! Human resources are no
doubt the bread and butter of domestic tourism but at the same time
the population composition, especially one of ageing has become a
negative factor that some of the advanced Asia and Pacific
destinations are attempting to tackle. The ageing population has
become a major issue in Japan, Korea, Australia and to a certain
extent in China. The galloping population increases of Asian
destinations of the past have been controlled and countries such as
Indonesia and Vietnam now look forward to the youth to carry
forward their economic development. On the other hand low densities
in countries such as Mongolia, Australia and New Zealand require
other solutions. The rapid and constant economic growth of the
Asian destinations in the past three decades especially through
globalization and liberalization has led to the emergence of an
affluent middle-class who constitutes an important source market
for DT. This middle-class that has emerged in the destinations and
has been outlined by all the authors possesses sufficient
disposable income to be able to compete with international visitors
for goods and services in their respective countries. The reverse
side is that this affluent class now prefer to travel abroad
thereby depriving DT of a valuable market. Indonesia, Malaysia,
Thailand, and the Philippines have evolved sophisticated marketing
and advertising campaigns to entice this middle-class to stay at
home. Holidays and working hours have evolved in all the countries
that, in the past, had stringent controls giving domestic tourism a
big boost. Vietnam and China are two cases in point with the latter
making a concerted effort to increase the number of paid holidays
so that DT will benefit. Sometimes these measures have been taken
through social pressures but by and large Asia and the Pacific now
have not only the disposable income but also the leisure that is so
necessary to develop DT. Korea is hoping to introduce the
substitution holiday law whereby any holiday falling on a Saturday,
Sunday or a national holiday will be given an additional day off.
The value of even one or two additional holidays has an enormous
repercussion on DT. 16 Domestic Tourism in Asia and the Pacific
Copyright 2013, World Tourism Organization (UNWTO) // UNWTO, 3
April 2013, for contributors use only.
17. Asian destinations have a number of holidays often
associated with religion, culture and festivals that is an
additional asset to DT especially for short breaks where outbound
visits abroad are meaningless. Indonesia and Sri Lanka in
particular observe national holidays of all major religious
denominations thereby giving the local population the opportunity
to make use of the tourism facilities reserved for international
visitors. This has been done through selected price reductions
during the holiday breaks. Accumulated leave has been a problem of
Australia (Australian slogan No Leave No Life has been aimed at DT
through print and visual media) and Japan who have offered
incentives and embarked on marketing campaigns to encourage its
citizens to take their accumulated leave in the destinations. This
is considered to be a significant reserve for DT. The value of
education and educational tours as a boost to DT has been stressed
by most authors with concrete examples from Iran and Indonesia. The
necessity to integrate tourism into the curriculum of students even
at a young age is a policy that should find universal application.
DT does not require the knowledge of a foreign language and can be
taught in the local vernacular as interaction with the community
does not call for other skills. However, this requires well
structured courses that stress on sustainability and responsible
tourism. Tourism in general and DT in particular has acted as a
shock absorber, cushioning the negative impacts during crises. DT
has been the reserve on which Asian destinations such as Indonesia
and Sri Lanka have relied upon to protect their product, especially
accommodation, from disuse and deterioration, and at the same time
maintain and provide employment to the people whose livelihoods
depended on tourism. Word of mouth publicity has been the greatest
advertising agent of DT. The social media without any additional
cost could be an effective marketing tool especially since many
Asian and Pacific destinations are well equipped in IT, especially
mobile phones with internet facilities. The urban-rural ratio has
been another major social and economic issue in many Asian
destinations. Concerted efforts in Korea, China, Philippines,
Malaysia and Thailand have eased some of the disparities but
globally this issue has engendered debate. Korea has embarked on a
programme of promoting rural tourism to the urban dwellers with a
series of pilot schemes. However, it is noteworthy that the urban
centres form the biggest catchment areas for DT in many Asian
destinations. Another aspect of the DT studies elaborated by the
authors pertain to policies that impacted on the development of
tourism often to the benefit of the destinations but in some
instances such as the devolution of the Ministry of Tourism in
Pakistan and the subsequent handing over of tourism to federal
states has had a negative effect on international as well as
domestic tourism. 17 Executive Summary Copyright 2013, World
Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
18. There have been more and more public/private partnerships
with the development of free market policies. NTAs and NTOs
continue to take the responsibility of DT in Asia and the Pacific
but private entrepreneurs now play a bigger role than in the past.
Summary of Country Profiles Australia Domestic Tourism in Australia
Australian Government Department of Resources, Energy and Tourism
The importance of tourism as an export earner and as a source of
employment has been duly recognized by the Australian government.
Tourism contributes 2.5% of the GDP and around 8% of total export
earnings with one in five employed in the sector (half a million
persons). Administration, policies and budgets are therefore fully
geared to tourism. Tourism Australia under the aegis of the
Department of Resources, Energy and Tourism (RET) is fully
responsible for all promotional activities with domestic tourism
give an important position in the whole structure. Australias
blueprint Tourism 2020 outlines the objectives and the targets for
the future. Australia has a solid economic and social base that
enables the development and promotion of domestic tourism on par
with international tourism. The well developed infrastructure
despite vast distances to be travelled is a plus factor in favour
of tourism. Likewise accommodation units are within the reach of
domestic tourists whose disposable income permits them to take
advantage of the entire range of products. The socio-cultural data
concerns the declining rate of growth of the population due to
ageing, low fertility and increasing life expectancy all of which
have a negative bearing on domestic tourism. Australia also has a
high urban population (60%) ratio when compared to the rural areas
which once again impacts on tourism. The holiday season apart from
the Christmas vacations is governed to a great extent by the school
vacations that are generally associated with domestic departures.
Australia is a great sporting nation that attracts many domestic
visitors to the various events. Sustainable tourism development,
particularly green tourism is a field in which Australia has taken
an initiative and is a forerunner. Australias National Landscapes
Programme is an innovative and unique partnership between Parks
Australia and Tourism Australia, inspired by the need to make
Australias wealth of over 9,000 national parks, protected areas and
reserves more attractive for domestic and international visitors.
The findings highlight 18 Domestic Tourism in Asia and the Pacific
Copyright 2013, World Tourism Organization (UNWTO) // UNWTO, 3
April 2013, for contributors use only.
19. the advanced statistical base available to the researcher
that is supported by a well developed tourism satellite accounts
system backed by regular household surveys. Finally specific
measures to develop and promote domestic tourism are outlined. This
is approached from a supply and demand angle. Of particular
interest is the following: It is in this context that Tourism
Australia launched No Leave, No Life on 30 March 2009. The
programme is designed to equip employees and employers with tools
to tackle annual leave stockpiling with flow-through benefits to
the domestic tourism industry. Bhutan Constraints for the
Development of Domestic Tourism in Bhutan Bhutan is a landlocked
country situated between India and China, with a surface area of
38.3 thousand km2 with a population of 716 thousand (2011) of whom
around 15% live in the Capital, Thimphu. Bhutan is a mountainous
region in the Himalayas with high peaks and deep ravines dominating
the topography. The harsh climate is another drawback where
avalanches and mud slides are common. The biggest drawback to
tourism development is transport: the country does not have a
railway system, has only one major road from East to West and one
airport (moves are under way to build more domestic airports and
helipads). Mountaineering and trekking are the most popular nature
based tourism activities where pack animals are used for transport.
Bhutan has a rich history with a monarchical system of government.
Buddhism (75%) and Hinduism (25%) are the major religions.
Monasteries dot the landscape and cultural tourism is a major
attraction. Spring is the major festival season. From a tourism
point of view, given the fragile bio-systems both natural as well
as cultural that the country attempts to preserve, Bhutan is
basically a country in transition. Despite some international
celebrities making the headlines by visiting Bhutan tourism is
still a relative luxury. The country received 300 visitors in 1974
that has risen to 64,000 in 2011. The compulsory entry fees base
imposed on all international visitors have been a good source of
revenue to the economy. International tourism is estimated to
account for 10% of the GDP. The policy of high-end, low-volume
tourism is therefore paying dividends. Given that 23% of the
population live below the poverty line and 70% survive through
subsistence farming, domestic tourism is not an activity within the
reach of the average Bhutanese. Neither research nor statistics is
available on domestic tourism in the country. It is quite likely
that some Bhutanese participate in pilgrimages and cultural events
but given the major constraints outlined above of infrastructure
and disposable income the numbers would be negligible. However,
with the increasing income through international tourism, a 19
Executive Summary Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
20. system of community development which in the long-run will
pave the way for domestic tourism should be encouraged. China
Domestic Tourism in China: Policy, Practice and Prospects Professor
Guangrui Zhang Travel and tourism account for 9.2% of the GDP and
7.7% of employment (2010). Given Chinas surface area and
population, two advantages that other countries can hardly match,
the one providing rich resources, and the other the market, tourism
remains a vital cog in Chinas economy. In absolute terms the
numbers are staggering: According to the statistics released by
China National Tourism Administration, in the year of 2010 the
number of domestic trips reached over 2.1 billion, generating CNY
1,260 billion as revenue. The number of overnight-stayed
international arrivals was 55.66 million in total, generating over
US$ 45.8 billion as foreign exchange earnings from tourism.
Therefore, the grand tourism revenue for the year was over CNY
1,570 billion, accounting about 4% of the countrys GDP. Chinese
tourism grew in 2 stages: from 1949 to 1978 the concentration was
only on inbound tourism while in the next 30 years outbound and
domestic tourism have been given due recognition. Domestic tourism
has been characterized by a period of spectacular growth in the
last 2 decades. The causes and consequences of this rapid growth
cannot be disassociated with the overall socio-economic
developments of the country and its context articulated from a
historical, economic, socio-cultural, and regional development
perspectives. In terms of average spend/person it has remained
rather low but this has been supplemented by an ever growing broad
base. Policy evolution has followed general economic and political
trends. The policy changes, incentives, product development (budget
hotels, transport facilities especially on railways), specific
markets (family, young travellers), and specific products (rural,
cultural event, frontier tourism) have all been oriented in the
context of the world financial crisis and its consequent effect on
the Chinese economy. China decided on a path of stimulating
domestic consumption and domestic tourism has been given top
priority among all the tourism markets since 2008. The impacts of
domestic tourism in the economic surge by providing jobs,
redressing the rural exodus, and revitalizing the economy are on
par with the overall economic, social, 20 Domestic Tourism in Asia
and the Pacific Copyright 2013, World Tourism Organization (UNWTO)
// UNWTO, 3 April 2013, for contributors use only.
21. cultural and political goals of the Government. Concrete
measures have been implemented to facilitate the task of which the
introduction of the 5 day week in 1995 followed by the long holiday
system in 1999, much ahead of some of Chinas neighbours, are
noteworthy. The 11 day holiday period effectively enabled the
Chinese to take a 3 week break during the Golden Week by combining
it with other national holidays. This, however, is not without its
negative impacts since congestion, pressure on transport and
accommodation and an overall stagnancy of the economy is the flip
side of the coin. China has also experimented with vouchers and
incentives to stimulate domestic tourism amongst certain
disenfranchised social groups of low income, a measure that has
been put to good effect in Korea, and has a parallel in France. The
future of domestic tourism in China is inalienably linked to the
success of its economic policies that aims at reducing the
urban/rural imbalance and to provide incentives to the latter to
reduce excessive exodus to the towns and cities and also provide
better livelihood thereby safeguarding jobs and income. Travel
Experience and Life Satisfaction through Mobility A Constructivist
Perspective on Domestic Tourism in China Professor Honggen Xiao
This study contextualized within specific settings and articulated
from their own perspectives, accounts from backpacker narratives
and auto tourists lived experiences have lent to discussions on
travel experience, experiential learning through travel, auto
tourism and mobility, family vacations and togetherness, and life
satisfaction or quality of life, which are characteristic of
contemporary Chinese society within which domestic tourism is
simmered and acts as an agent, along with other forces, for social
cultural change currently occurring in China. Based partly on
primary research the study is evocative of the evolution of Chinese
tourism, comparable to early experiences in Western society at a
time backpackers or auto tourists ventured into an adventure that
today has paved the way for a more stable and structured component
of tourism. The narratives give an insight into various
inter-related aspects of tourism such as transport, accommodation,
safety and security, and community relationships. Though the volume
may be limited the potential is large since the market, especially
amongst the youth, is vast in China. It must also be remembered
that there is a disparity between the developed Eastern coastal
belt and the West of the country and individual travel in all its
forms is fast replacing package tours that offer a means of
distribution of wealth and poverty alleviation leading to social
harmony. 21 Executive Summary Copyright 2013, World Tourism
Organization (UNWTO) // UNWTO, 3 April 2013, for contributors use
only.
22. Analyzing the Domestic Tourist Markets of China: A Case
Study of Guilin Professor Jigang Bao and and Dr Yueying Xu Domestic
tourism in China is experiencing fast growth and its contributions
to the nations economic and social development are significant. By
a case study approach, the study has chosen Guilin of the Guangxi
Zhuang Autonomous Region in Southwest China as an example to
investigate the development of domestic tourism in China, with a
focus on examining the characteristics and changes in Guilins
domestic tourist markets during the decade 1999 to 2008. The
background and the driving forces for Guilins domestic tourism
development are analyzed and possible explanations on the changes
in tourist origins are provided. The impacts that Guilin domestic
tourism development has on the destination and its communities are
also discussed. The study makes use of both primary and secondary
data. As one of the earliest and most representative tourist
destinations in the nation, Guilins experience in domestic tourism
development can provide some insights of what Chinas domestic
tourism has gone through and how tourism interacts with the
countrys fast economic and social development. India Domestic
Tourism in India: The Industry, Ground Reality, and Policy
Framework Professor Kiran Shinde The study analyzes the historical
evolution, regional variations and policy of Indian tourism in
general and domestic tourism in particular within the various
economic plans (Five Year, Ten Year Plans) of the Indian
Government. The evolution from a planned to liberalized economy
that followed world trends in the past decade of which India has
been a beneficiary and a leading protagonist recently has had an
impact on tourism with lesser state controls and more room for the
private sector. This has conversely facilitated the emergence of a
robust middle class (estimated around 200 million persons) who
constitute the base for the development of domestic tourism.
Consequently there is a noticeable shift from the traditional
domestic tourism trips that were the monopoly of the masses in the
past to one that is modern and in keeping with the aspirations of a
rising wealthy middle class. This leisure based demand is dependent
on services that require a different set of policies and products.
However, the importance of pilgrimages and religious travel cannot
be undermined as this age old tradition is part and parcel of the
Indian ethos. Added to this must be included the category of people
who travel to visit friends and relatives (VFR) where the main
motivation is family reunions and are undertaken solely for this
purpose. Since precise details of the flow of domestic tourism is
not readily available from first hand recent sources it has been
concluded from the various surveys and research undertaken in 22
Domestic Tourism in Asia and the Pacific Copyright 2013, World
Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
23. the past by public and private institutes that the domestic
tourism flows are ten times that of international arrivals. The
theme of the study is based on how the existing policy framework
copes with this reality and the need for adaptation to keep pace
with evolving trends. The accommodation sector has seen a growth in
hotels and motels catering to international tourists but these also
serve domestic tourists. On the other hand it is still the informal
non- star hotels that constitute the bread and butter of domestic
tourists. Where the transport sector in concerned the growth of
low-cost carriers in India is a boon to the domestic market but
road and rail continue to dominate domestic tourism. Affluence has
also permitted the average Indian to car ownership that again
facilitates travel. In conclusion as the author states In exploring
possible answers to questions related to domestic tourism, this
paper focuses on two aspects: the structure of domestic tourism and
how it features within the existing policy framework. While doing
so, it attempts to highlights area where the policy has been
effective, as well as identify the shortcomings that contribute to
uneven growth and the less than desired levels of achievements in
the promotion of domestic tourism Indonesia Domestic Tourism in
Indonesia Dr Myra P. Gunawan and Ms Yani Adriani Indonesia is the
worlds largest archipelagic country with 17,500 islands in a land
area of almost 2 million km2 and a population of 237 million (4th
in the world). 57% of the population is concentrated in 6, 8% of
the surface area in Java. Composed of diverse indigenous ethnic and
cultural groups the country has the biggest Muslim population of
any country in the world. These factors have an enormous bearing on
domestic tourism that has increased rapidly in the past 2 decades
when the country was affected by a series of natural and man-made
catastrophes. Indonesian international tourist arrivals reached a
peak in 1997 but despite the setbacks the industry survived the
darkest period through its resilience that prompted the authorities
to invest heavily on domestic tourism to counter balance the
negative effects of the loss in foreign exchange. This policy
change enabled the industry to make a significant contribution to
the GDP and most importantly maintain jobs and sustain livelihoods.
Domestic tourism was given a boost by administrative measures
(recognition in the tourism satellite accounts with a
differentiation of terminology for local and intra-regional
travellers). Indonesia carries out a regular annual household
survey since 1981 to determine the source of domestic tourism and
hence the statistics are reliable. Once the value and weight of 23
Executive Summary Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
24. domestic tourism was recognized the authorities embarked on
a special promotional campaign aimed at enticing the locals to
discover their own country pariwisata nusantara. The net result has
been that within the 30 year period (1981-2011) the number (of
domestic tourists) has increased at an accelerating pace from a
rough estimate of about 44 million into a magnitude of about
three-fold. The numbers of trips made accelerated at an even
greater pace from about 51 million to about five-fold. 50% of
Indonesias population is under 25 years hence the youth market
presents an opportunity and a challenge to planners and policy
makers to tap this lucrative source. On the other hand increase in
income and living standards has resulted in a wealthy middle- class
emerging recently whose exigencies in terms of products and
services are not second to those of international tourists.
Accessibility through the introduction of low cost budget airlines
(the country disposes 237airports) has facilitated travel in this
vast country that has been beneficial to domestic tourism. The
accelerated growth of car and motorcycle ownership (8.85 million
and 65 million respectively) has provided greater mobility
influencing intensity of travel and reach as well. According to the
national household survey of 2010, the total travelling population
was estimated at 122 million persons and the total trips at 198
million. The survey also noted that 54% stayed with friends and
relatives (VFR) and 71% in non-classified accommodation units. The
income generated from DT accounted for 60% of the total income from
tourism expenditure. A case study of Bali underlines the importance
of DT to the island whose image was totally submerged by its
international notoriety that suffered drastically following the
Bali bombings. For the first time in its history Bali tourism was
faced with the fact of how fragile the sector is from externalities
never anticipated nor imagined. Thanks to domestic tourism Bali was
able minimize the economic and social losses. Iran Domestic Tourism
in Iran Dr Zahed Ghaderi The study contains both primary (surveys
undertaken directly by the author) and secondary research on Irans
domestic tourism. Iran is a very rich destination from the point of
view of its cultural heritage as it has a very old civilization and
its natural assets that are relatively less known: Damavand summit
at 5,671 m altitude and the Loot and Central deserts, coupled with
more than 50 lakes, caves, mineral springs and spas all of which
offer enormous potential for tourism. 24 Domestic Tourism in Asia
and the Pacific Copyright 2013, World Tourism Organization (UNWTO)
// UNWTO, 3 April 2013, for contributors use only.
25. Modern tourism in Iran dates back to the creation of the
Jalbe-Sayahan Bureau in the Ministry of Interior 75 years ago which
was responsible for the establishment of accommodation units along
the Caspian sea amongst other tourism activities. However, Iran had
been the victim of a long drawn out war with Iraq that depleted her
resources and political maneuvers that have destabilized
international tourism placed after the 53rd nation in international
arrivals in 2011 with 3.1 million visitors does not seem to do
justice to its heritage. The population of Iran is estimated to be
around 75 million with an urban rural ratio of 3:1. The human
resources are therefore available for a healthy growth of its
domestic tourism component that has no doubt benefitted from the
relatively poor international market. Irans cultural heritage is
strongly liked to its festivals of which Nowrooz or the dawn of
spring in March is widely celebrated throughout the country. It
attracts millions of visitors and in its wake come a number of
problems of carrying capacity related to congestion, accommodation
and transport. Various household surveys including one carried out
by the author in September 2009 supplement the relatively weak
statistical data on domestic tourism. From this and other surveys
it transpires that VFR constitutes 51% of all visits while leisure
and pilgrimage are equally important. Being the leading Shiite
state in the world there are numerous pilgrimage sites that attract
many domestic visitors. It is estimated that domestic tourism spend
is over 80% and that total employment (direct and indirect) in the
tourism sector accounts for 1.2 million, i.e. 5,6% of the total
work force on Iran. While Iran has a good network of roads,
railways, and airlines, the political situation has led to a lack
of maintenance that has had certain negative effects especially in
safety and security of its carriers. 70% of the domestic tourist
transport, though, is by private vehicles, with the FIT market
accounting for 54% of sales. Policy changes, more investment and a
gradual easing of Irans isolation will boost its tourism market
both international as well as domestic. The study has concluded
with a set of very detailed recommendations. Managing Nowruz
Holidays, the Case of Fars Province, Iran Dr Hamid Zargham Domestic
tourism in Iran has been witnessing a growth rate caused by
increase in urbanization, growth in numbers of Iranian families
with high disposable income, and the proliferation of private
vehicles over the period 1997 to 2011. Domestic demand has
increased from 450,000 travellers in 1997 to more than 6,500,000 in
2011. It reaches its peak during the Iranian New Year holidays.
Traditionally the New Year holiday period (or Nowruz, 20 March to 2
April) is the favoured time for travel, recreation, rest, and
visiting relatives and friends. New Year holidays statistics show
that the number of trips increased 25 Executive Summary Copyright
2013, World Tourism Organization (UNWTO) // UNWTO, 3 April 2013,
for contributors use only.
26. from 19 million in 2002 to 149 million in 2011, generating
a cash flow of more than US$ 3.5 billion. As a result of this high
travel demand, government authorities encountered serious
challenges such as: 1. Supply of accommodation services; 2. the
need for police, security and emergency medical assistance; 3.
provision of tourist guiding and information services; 4. liquidity
management; 5. overcharging and supply monitoring and; 6.
environmental damage and pollution. In order to administer
wellbeing and comfort of the travellers the government has
established facilities headquarters at national, provincial, and
district levels. This content analysis study briefly reviews the
expansion of domestic tourism in Fars province and summarizes
important contributing factors. Through investigating experiences
and achievements in management of domestic tours during New Years
holiday, the study shows that Nowruz tourism makes a significant
contribution in promoting regional economic growth, improving local
economic structures, driving the development of related industries,
and enhancing employment and activating domestic demands. A Case
Study of Best Practice in Educational Tourism: Student Tours and
Visits in Iran Mr Masih Sharif The study underlines the importance
placed by Iran on educational student tours that are supported by
the state and is a part of the curriculum where theory and practice
are closely interwoven. These tours are well structured and widely
spread. Domestic tourism in Iran has been the main beneficiary of
student educational tours. From a socio-economic point of view
these tours are extremely significant in leading to more
understanding not to mention the direct and indirect economic
impacts. Another aspect is the redressing of urban/rural imbalance.
While the state plays the leading role as policy maker and chief
benefactor associations have been active in cooperating with the
department of education of Iran to complement these activities and
a case study has been made of the FarAvaran Association.
Established in 2004 based in Tehran, the FarAvaran Association was
created by a group of tourism graduates and tour guides aiming for
cultural and tourism development which mainly deals with organizing
student tours and visits. These tours are organized directly in
collaboration with the schools or through agreements between this
association and the Ministry of Education. 26 Domestic Tourism in
Asia and the Pacific Copyright 2013, World Tourism Organization
(UNWTO) // UNWTO, 3 April 2013, for contributors use only.
27. Japan Domestic Tourism in Japan Mr Tomohiko Watanabe Japans
dramatic post-war redevelopment and economic recovery has placed it
on par with Western countries with the GDP and per capita income at
a level where social inequalities prevalent in other Asia societies
are minimal. An egalitarian wealthy middle-class, therefore,
dominates society where domestic tourism has found its rightful
place. The rapid economic growth in the 1960s saw an improvement in
infrastructure, particularly transport, that benefitted tourism.
While income and consumption levels increased steadily until the
1990s so did domestic tourism. However, growth has been sluggish
thereafter and a large number of internal destinations, facilities,
products, and accommodation units have failed to keep pace with new
challenges brought about mainly by the technological revolution. A
very interesting case in point is the Japanese hot springs (more
than 3,000) offering accommodation and indoor facilities to
domestic visitors. The traditional Japanese package tours have been
replaced by FITs and the owners of the units have found it
difficult to readapt to the changing market conditions. This is but
one symptomatic example of logistical problems facing the industry.
The market scale of domestic tourism is evident from the volume of
the traffic. It is estimated that there are 200 million domestic
visitors as against 17 million outbound and 9 million inbound
visitors. Japanese policy has also seen a change in direction with
the establishment of the Japan Tourism Agency in 2008. Tourism has
been given priority being placed as one of the pillars of the 21st
century with domestic tourism identified as the motor of growth.
One of the aims of the 5 Year Plan was to increase the length of
the Japanese domestic trip by one night from the 2.5 average to 4
nights. Festivals are a feature of Japanese domestic tourism. Of
these the Nebuska festival, Hakat Gion Yamakas, and Sapparo Maburi
attract 3 million visitors for each event. The Japanese
accommodation system draws on both the modern and the traditional
with Ryokans, Minsyyuku and Syukubo (temple stays) being popular
amongst the local population. These motels and guest houses in
traditional Japanese style cater to the domestic tourism clientele
who find them to be affordable, clean and comfortable. Unlike other
Asian destinations the Japanese have a ready made accommodation
set-up that meets their needs. The transport system is one of the
most modern in the world with Japanese trains and vehicles as
modern as anything to be offered in the West. Curiously, despite
being a longitudinal destination with an excellent air transport
service, airlines account only for 5.5% of domestic transport
usage. 27 Executive Summary Copyright 2013, World Tourism
Organization (UNWTO) // UNWTO, 3 April 2013, for contributors use
only.
28. Japan has elaborated a fairly comprehensive market
segmentation of its domestic travellers with the elderly, retired,
baby boomer generation, small groups and disabled travellers
forming part of the system. Tour Operators and Travel Agents
(10,200 registered companies) face stiff challenge from the
internet. Modern technology has penetrated even to the senior
citizens and FITS are steadily replacing the package tours for
which the Japanese had a predisposition. Security remains one of
the major concerns of the Japanese especially in the wake of the
tsunami and its consequent impact on nuclear plants. Sustainable
tourism development does not have the same importance as in other
Asian destinations since sustainability is probably an inbuilt cult
of the Japanese. Korea, Republic of Domestic Tourism in the
Republic of Korea Dr Kang Wook Lee The study gives an overall
picture of the tourism industry of Korea that has kept pace with
the rapid expansion of the Korean economy which registered a growth
of 6.2 % in 2010, marked by a doubling of the per capita income in
a decade (2000 to 2010). Consequently, domestic tourism has been
the beneficiary of the new-found wealth of the people but it has
also received competition from outbound tourism where there is
trade deficit with inbound arrivals (9.7 million arrivals as
opposed to 12.7 million departures). It has also led to income
polarization leading to inequalities that has to be addressed in
the socio-cultural context. Another outcome of the economic boom
has been an ageing and declining population with its repercussions
on domestic tourism. This study places an emphasis on the
revitalization of the regional economy, the management of crisis in
tourism-related industries, sustainable tourism development, and
community empowerment. Best practices of domestic tourism in
Republic of Korea have been selected and analyzed, based upon the
opinions of tourism experts. Koreans have also profited from the
technological revolution where the country is in the forefront of
new products that have been of immense value to domestic tourism,
e.g. Jejumall online website that provides one-stop service to
search for information on the Jeju area and the Tourtalkers, an
innovative interactive kit. This paper proposes an expansion in
leisure time and a reform to the system to ease the financial
burden for tourism-market participants, based on best practices in
the revitalization of domestic tourism in the Republic of Korea.
This study also proposes several policy recommendations which place
importance on the development of tourism products which reflect
regional characteristics, while suggesting initiatives related to
community based tourism, and health and well-being oriented tourism
products. Based on the advanced IT of 28 Domestic Tourism in Asia
and the Pacific Copyright 2013, World Tourism Organization (UNWTO)
// UNWTO, 3 April 2013, for contributors use only.
29. the Republic of Korea, the paper proposes to provide
efficient tourism information service in connection with the
tourism information system. Case Study of Social Tourism Policies
in Korea Dr Sun Jin Ji and Dr Jae Geul Kim Despite the growing
economic wealth of the country the demand for domestic tourism has
declined in the past 3 years. The main reasons attributed have been
a lack of time, financial considerations, destination
attractiveness and health. Accordingly the government of Korea has
paid more attention to reinvigorate domestic tourism through social
policies and measures such as the tourism voucher, begun in 2005
and suspended from 2007 to 2009 but reintroduced once more
thereafter, inviting travel and the tourism coupon each with its
own specificities target groups and mode of operation. The paper
also gives the opinions of beneficiaries of the above in the form
of primary research through interviews. The social tourism policies
have been very successful in giving an opportunity to travel to the
disenfranchised and the disabled but improvements are still deemed
to be necessary for the system to be fully functional. The total
number of official persons living below the poverty line is approx.
1,530,000 but only 20,000 people, barely 1.5% of the total,
benefited from the system. The system also needs active marketing
for the Korean population, especially the lower strata who really
need the benefits, to fully understand its mechanisms and its
application. Finally, Korea posted a tourism balance of payment
deficit of around US$ 2.7 billion in 2011. The social tourism
programme that includes travel vouchers and travel coupons could be
one of many alternatives to reduce the tourism deficit by
vitalizing domestic tourism. Case Study of Rural Tourism in Korea
Mr Hyoung Du Choi and Mr Hyun Seok Choi The study points out to a
decline in domestic tourism in the face of increased competition
from outbound visitors and the ensuing policy decision to reduce
socio-cultural differences between the urban and the rural areas by
giving support to the latter to increase their income. Development
of rural tourism also has other positives such as meeting the new
demand of those tired of mass tourism, preventing leakages (profit
that accrue to multinational corporations and foreign investors)
and adverse environmental effects. Korean rural tourism dates back
to 1984 when the pilot projects of farms were set up which grew to
277 by 2007. The establishment of the 5 day work week greatly
encouraged domestic rural tourism as people had more spare time and
income. Another factor 29 Executive Summary Copyright 2013, World
Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
30. influencing rural tourism was nostalgia for country life
which explains the large number of repeat visitors. The study has
taken 3 villages as case studies, each with its distinctive rural
characteristic, and elaborated on the benefits to be gained to the
community and the sector through the multiplier effect. Malaysia
Domestic Tourism in Malaysia Information based on the Department of
Statistics of Malaysia Malaysia has made a rapid and spectacular
development in tourism, especially in the past 2 decades and now
can claim to be the leader in this field in Southeast Asia.
Political stability, economic progress and social harmony in a
relatively peaceful atmosphere have helped the country to surge
ahead with international arrivals surpassing 25 million visitors in
2011. The two major events, one natural (SARS and AHI), and the
other the financial crisis were overcome without major scars. A
resilient tourism industry has been supported by an aggressive
marketing and promotional campaign that has benefitted both
international as well as domestic tourism. The tourism satellite
accounts and domestic household surveys have been systematically
developed giving statistics that are reliable, up to date, and
detailed in content. A sample of the survey findings of 2010 are
enumerated below: 1. The total number of domestic tourists was
estimated at 115.5 million. 2. Domestic tourism is governed by
seasonality associated with the holiday season of which the Islamic
Id ul Fitr (Hari Raya), and the Chinese New Year are critical
periods. The dates of the former tend to vary each year. 3. On an
average almost 50% of Malaysians aged over 15 years made a domestic
trip. 4. Urban expenditures account for 72.3% and the rural
component, 27.7%. 5. The average length of stay was 2.58 days. 6.
84% of domestic tourists stayed with friends and relatives but the
main motivation of travel of VFR fell to 42.6% with shopping
accounting for 32.3% and leisure to 18.2%. 7. Details of household
income, accommodation, transport, areas visited, gender, age group,
occupation, etc are given in detail. 30 Domestic Tourism in Asia
and the Pacific Copyright 2013, World Tourism Organization (UNWTO)
// UNWTO, 3 April 2013, for contributors use only.
31. A Case Study of Domestic Tourism Malaysia Evidence Focusing
on the Role of Transportation Dr Hossein Nezakati and Mr Yousef
Keshavarz The study gives a general overview of the historical
evolution of Malaysian tourism with specific references to the role
of transportation in domestic tourism. It draws heavily on the
findings of the 2010 household survey supplemented by conceptual
theories applicable to Malaysian tourism. Mongolia Domestic Tourism
in Mongolia Dr Amartuvshin Dorjsuren The chapter presents the
growth of domestic tourism in Mongolia during the communist or
socialist period (19211990). Thereafter, contemporary trends in
native tourism are examined with reference to political, economic,
cultural and geographical factors. The second half of the chapter
empirically explores the positive and negative consequences of
increasing domestic tourism in Mongolia. Mongolia occupies 1.566
thousand km2 but is inhabited by less than 3 million people, of
whom 45% live in the capital city of Ulaanbaatar. The vast country
has contrasting topography ranging from the Gobi desert to the
Siberian tundra and consequently harsh climatic conditions. The
population that is basically nomadic has very close family bonds
and this has played a very important role in domestic tourism since
visiting friends and relatives is almost sacred. International
tourism is limited with the country having received less than half
a million tourists in 2011. In its 1995 Tourism Development
Guidelines, the Government of Mongolia articulated one of its
development objectives as achieving ecologically oriented tourism
sector development in conformity with the sustainable economic
development conception". In recent years, the Golden Eagle
Festival, the Ice Festival and the Camel Festival area becoming
important events that particularly attract winter tourists to
Mongolia. The geography of the country precludes transportation
facilities as are common in other densely populated destinations
which is a constraint to domestic tourism development (55% of the
traffic is carried by rail) but within the available infrastructure
a very good accommodation system has evolved dating to the
socialist period in the form of spas, sanatoriums and holidays
camps. Spas and sanatoriums though are usually located at curative
hot and cold mineral springs and natural resources that are
relatively distant from the populous centres. By the 1990s, there
were over 180,000 domestic tourists visiting these holiday and
recreational camps. One interesting feature is the role of children
in Mongolian domestic tourism: Almost half of overall holiday camps
were exclusively for 31 Executive Summary Copyright 2013, World
Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
32. children. These camps served for school children during
their summer holiday mainly between June and September. School
groups usually spent 14 days at the camp, where they participated
in various themed cultural (i.e. talent contents including singing,
dancing and creative writing), sporting and educational activities.
It is clear that children's camps served as holiday centres for
children to make friends and learn something new or uncover their
talents, as they still are today. Another feature is camping (ger).
In recent years, Mongolians share the camping facilities of the
international tourists. Although the ger camps began to be
established after the 1990s, it was particularly in the last five
years that the majority of the ger camp developed in Mongolia. With
the liberalization of the economy Mongolia is placing sufficient
stress on an equitable and sustainable domestic tourism structure
which is deemed to be important to maintain socio-cultural values
of a country in transition. Mongolia has also a well developed
social tourism structure particularly among three main population
groups of pensioners, people with disabilities including children
and children from disadvantaged background. The study also carries
a short incursion into the impact of domestic tourism in the
traditional nomadic lifestyles of the people. New Zealand Domestic
Tourism Market Segmentation Information based on Ministry of
Tourism, New Zealand New Zealand Tourism has been in the forefront
of domestic travel surveys (DTS) in Asia and the Pacific, having
carried out DTS in a systematic way since 1983. Under Objectives it
was noted that the purpose of the Domestic Travel Survey (DTS) was
to provide accurate, quarterly information on the number and type
of trip, characteristics, behaviour and expenditure of domestic
visitors. The domestic tourism market segmentation report presents
the findings of the 2009 Domestic Tourism Research project
undertaken for the Ministry of Tourism on behalf of New Zealands
wider tourism sector and key industry stakeholders. The research
that was completed by a consortium comprising Angus &
Associates, The Knowledge Warehouse and Tourism Resource
Consultants opted for a market segmentation analysis that
identified eight groups of domestic travel consumers each different
in its demographic and psychographic profile, its travel behaviour
and its travel needs, and each calling for a different marketing
approach. 32 Domestic Tourism in Asia and the Pacific Copyright
2013, World Tourism Organization (UNWTO) // UNWTO, 3 April 2013,
for contributors use only.
33. Pakistan Domestic Tourism in Pakistan Mr Zafarullah
Siddiqui Pakistans creation as a modern State dates back to 1947
but being situated in the Indus valley, renowned for its early
civilization, and bordered by the Himalayan mountain range the
country has such a vast natural and cultural heritage that has been
under-exploited for tourism. The reason probably lies in the
political context of its birth as a nation and the trials and
tribulations it has undergone thereafter. A decade since 9/11 after
which international tourism saw a dramatic drop, domestic tourism
has come to the fore in Pakistan .Pakistan registered 854,000
international arrivals in 2009 and 56% mentioned that they were
coming to visit friends and relatives (VFR). This shows that they
were mostly expatriates with foreign nationality. In other words,
if not for the frontier formalities they would be considered as
domestic visitors. Reliable statistics do not exist and the last
household dates back to over a decade. Some of the findings are,
nevertheless, probably valid even today: the most popular form of
transport is by road (bus: 48%, car: 20%), average duration of stay
less than 3 days (75%). But the hotels/motels figure of a 91%
occupancy of all accommodation units probably does not take into
account the VFR. Pakistan is a federal State with 5 major provinces
each of which has its own autonomy and tourist assets. The
dismantling of the Federal Ministry of Tourism in April 2011 and
the subsequent handing over of the tourism activities to the
provincial governments has had an adverse effect on Pakistan
tourism. Thus Pakistan tourism seems to be in the throes of a
period of transition on policy matters at the moment. Pakistans
limited wealthy middle-class that had provided the base for leisure
tourism especially during the peak summer months when there was a
tendency for people to move to the mountain resorts that had a
cooler climate. This was the base for domestic leisure tourism but
political events have disrupted this source. There is hope that
with more stability, improvement of facilities and a better policy,
domestic tourism in Pakistan can flourish since the destination has
the assets and a ready market. Despite tremendous tourism
potential, Pakistan does not enjoy favourable tourist image in the
global travel industry. Realizing the fact that it may be an uphill
task to change world perception about Pakistan, Tourism
Organizations both in Public and private sector are now focusing on
promoting Domestic Tourism. Domestic Tourism is now recognized as
the most powerful agent of 33 Executive Summary Copyright 2013,
World Tourism Organization (UNWTO) // UNWTO, 3 April 2013, for
contributors use only.
34. economic development and a source to create national
harmony and also to benefit underutilized tourist infrastructure.
Philippines Domestic Tourism in the Philippines Dr Miguela M. Mena
With a rich tropical and cultural heritage, hospitable people, and
its strategic geographical position in Asia, the Philippines is
ideally suited to tourism. Furthermore, being an archipelagic
nation it possesses more than 7,100 islands giving it a natural
diversity that coupled with a population of over 88 million persons
enables it to play an important role in domestic tourism. The study
traces the structure and policies of Philippine tourism regulated
at the national level and led by the Department of Tourism (DOT).
Domestic tourism has been recognized as a significant sector in the
countrys tourism development programme. For example, the DOT
supervises a number of attached agencies that include the
Philippine Retirement Authority which facilitates retirement
tourism. Domestic tourism statistics are largely dependent on the
household surveys carried out in 2005 and 2009 which gives a good
insight into the evolution of the sector over the years. The study
further elaborates on the various products, infrastructure, and the
cultural activities, enumerating the many festivals of the various
ethnic groups of the country. Special mention must be made of the
unique position held by the Philippine telecommunications system
that is reputed in Asia. The population has access to both the
internet as well as mobile phones. The DOT has consequently taken
advantage of the social media to boost its domestic tourism
campaign Its more fun in the Philippines. The study concludes that
[] the demographic changes, in combination with their travel
motivations, will have important implications on lifestyle, travel
preferences and travel behaviour of Philippine residents. Nowadays,
more residents of the Philippines have the necessary leisure time
and discretionary income to allocate to touristic activities which
means they will have greater opportunity as well as capability to
travel domestically. 34 Domestic Tourism in Asia and the Pacific
Copyright 2013, World Tourism Organization (UNWTO) // UNWTO, 3
April 2013, for contributors use only.
35. Domestic Tourisms Role in Local Economic Development Ms
Maria Cherry Lyn S. Salazar-Rodolfo This report examines the role
of domestic tourism in the development of the Philippine tourism
industry, specifically of select local destinations, with focus on
Puerto Princesa City in the Province of Palawan, the location of
the Puerto Princesa Underground River (PPUR), voted as one of the
new seven wonders of the world. It provides rationale to the need
for investments in tourism statistics in tourism-oriented
destinations, in aid of policy, business and community planning
towards sustainable development. It identifies the enabling
policies, strategies and action programmes that have supported the
growth of destinations and the challenges to sustainability,
particularly in relation to the domestic tourism market. Tourism
has been recognized as a major industry by virtue of the Tourism
Act of 2009 which, amongst other considerations placed special
emphasis on the collection, analysis and dissemination of tourism
data. Tourism statistics have been supplemented by two household
surveys, that of 2005 and the latest of 2010. An interesting
finding to emerge from the 2 surveys is that of purpose of visit.
The former gave VFR as the main purpose while in that of 2010
pleasure/vacations had overtaken it. This could be a reflection of
an evolving society and greater affluence. Four conceptualized
factors have been enumerated to study the domestic tourism market a
little more in detail: a) supply the products on offer are far
greater and of a better quality than in the past. More public,
private sector participation has led to a good offer in
accommodation units; b) improved market conditions have emerged in
the domestic tourism offer in the past 5 years a number of new
products and services. Migrant workers have also emerged as a major
domestic tourism component; c) enhanced capacity liberalization of
the domestic air transport industry in 1995 paved the way in
domestic flights at reduced rates. There was also a concerted
policy by the Central government to facilitate domestic tourism
travel which has borne fruit through the emergence of low cost
carriers and the investment on road transport; d) enabling
institutions, especially the 1991 act to devolve tourism to the
local government units gave a greater share of the responsibilities
to the institutions worked at grass root levels whereby communities
became stronger in terms of organizing and taking part in the
development process. The case of Puerto Princesa City is discussed
in detail as a very relevant case study in the domain of domestic
tourism. 35 Executive Summary Copyright 2013, World Tourism
Organization (UNWTO) // UNWTO, 3 April 2013, for contributors use
only.
36. Sri Lanka Domestic Tourism in Sri Lanka Dr Nizam Lantra The
establishment of a national plan for tourism development in 1966
made provision for domestic tourism in a limited way with the
identification of accommodation units within the various resorts
due for construction. Thus, while international tourism was the
main focus, domestic tourism was not ignored. This concerted effort
to recognize and integrate domestic tourism into mainstream tourism
was visible in the creation of a Community Relations Unit within
the Tourist Board when it was first created in 1968. Domestic
tourism in Sri Lanka existed long before the advent of modern
tourism, for example, large halls for resting and sleeping
purposes, commonly called Ambalamas which still continue to
function wherever pilgrimages are common, supplement the
accommodation units. Though precise statistics are not available it
is estimated that 7 million domestic visitors travel to all parts
of the country during the year. This is in contrast to the less
than a million foreign visitors. Though Sri Lanka is the home to
Theravada Buddhism, other religious denominations (Hinduism,
Christianity and Islam) have a rightful place within society. Sri
Lanka probably has the largest number public holidays of any
country in the world which encourages domestic tourism as short
breaks become frequent. A striking feature of DT in Sri Lanka is
the rising middle class that emerged with the opening up of the
economy from a protectionist to a liberal one in the nineteen
seventies. GDP and per capita increases enabled the affluent to
make use of tourism facilities that were basically developed for
international tourism. Two decades of internal ethnic strife led to
a stagnation of foreign visitors but fortunately domestic tourists
came to the rescue of hoteliers and the industry. 26% of guest
nights in registered hotels and 74% in informal accommodation units
are catered to by domestic visitors. In the light of the importance
of domestic tourism, the Sri Lanka Tourist Board introduced a
domestic tourism programme in its structure with a fully fledged
vision and mission statement. Following the conclusion of the war
with the separatist movement in 2009, Sri Lanka has seen a
resurgence of its tourism both international as well as domestic. A
sense of curiosity has overtaken security concerns of the past and
there has been movement from the populated South to the earlier
inaccessible North and East of the country by domestic visitors who
had a tendency to confine themselves to the cultural sites in the
past. At the same time home stays in the North and East cater to
this nascent