Technical Assistance Consultant’s Report Technical Assistance 6504-REG December 2011 Regional: Improving Connectivity and Destination Management of Cultural and Natural Resources in the South Asia Subregion Prepared by Tourism & Leisure Advisory Services This consultant’s report does not necessarily reflect the views of ADB or the Government concerned, and ADB and the Government cannot be held liable for its contents. (For project preparatory technical assistance: All the views expressed herein may not be incorporated into the proposed project’s design. Strategy and Road Map for Improving Tourism Connectivity and Destination Management of Cultural and Natural Resources in the South Asia Subregion 2011-2015 Final Report: December 2011 Carabela La Niña, 12 08017 BARCELONA, SPAIN Tel. (+34) 93 206 43 43 Fax. (+34) 93 280 35 16 María de Molina, 54 28006 MADRID, SPAIN Tel. (+34) 91 564 72 09 Fax. (+34) 91 409 44 87 www.tladvisors.com [email protected] Barcelona • Madrid • Lisboa • Milano • Sao Paolo • Dubai Improving Connectivity and Destination Management of Cultural and Natural Resources in the South Asia Subregion ABBREVIATIONS ADB -- Asian Development Bank ASEAN -- Association of South East Asian Nations BIMSTEC -- Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation among the countries of Bangladesh, Bhutan, India, Myanmar, Nepal, Sri Lanka, and Thailand CAGR -- Compound Annual Growth Rate CBO -- Community Based Organization EA -- Executing Agency GDP -- Gross Domestic Product GMS -- Greater Mekong Subregion IA -- Implementing Agency NGO -- Non-Government Organization NTO -- National Tourism Organization PPTA -- Project Preparatory Technical Assistance PPSP -- Public-Private Sector Partnership RCI -- Regional Cooperation and Integration RCSP -- Regional Cooperation Strategy and Program SA -- South Asia SASEC -- South Asia Subregional Economic Cooperation SAARC -- South Asian Association for Regional Cooperation Grouping Bangladesh, India, Pakistan, Sri Lanka, Nepal, Maldives, Bhutan, and Afghanistan. SATIDP -- South Asia Tourism Infrastructure Development Project SMEs -- Small and Medium Enterprises STF -- Subregional Task Force TA -- Technical Assistance TDP -- Tourism Development Plan TWG -- Tourism Working Group UNESCO -- United Nations Educational, Scientific and Cultural Organization UNEP -- United Nations Environment Program UNWTO -- United Nations World Tourism Organization WTTC -- World Travel and Tourism Council UK -- United Kingdom UVP -- Unique Value Proposition NOTE In this report, “$” refers to US dollars. - 2 - Improving Connectivity and Destination Management of Cultural and Natural Resources in the South Asia Subregion Table of Contents 1 Introduction .......................................................................................................................................................... - 6 - 1.1 Purpose ......................................................................................................................................................................... - 6 - 1.2 Objectives ...................................................................................................................................................................... - 6 - 1.3 Background ................................................................................................................................................................... - 6 - 1.4 Methodology .................................................................................................................................................................. - 7 - 2 Brief Overview of Tourism Sector ...................................................................................................................... - 8 - 2.1 Tourism Assets .............................................................................................................................................................. - 8 - 2.2 Recent Growth Trends .................................................................................................................................................. - 8 - 2.3 Forecasted Tourism Flows ............................................................................................................................................ - 8 - 2.4 Key Issues and Challenges ........................................................................................................................................... - 8 - 2.5 Recommendations ........................................................................................................................................................ - 9 - 2.6 Measuring Success ..................................................................................................................................................... - 10 - 3 Updated Tourism Development Strategy & Implementation Road Map ..................................................... - 10 - 3.1 Review and Evaluation of the TDP 2004 ..................................................................................................................... - 10 - 3.2 Recommendations for an Updated TDP Strategy and Road Map .............................................................................. - 11 - 4 Updated Subregional Tourism Sector Development Strategy ..................................................................... - 14 - 4.1 Overall Rationale ......................................................................................................................................................... - 14 - 4.2 Principal Goal or Impact .............................................................................................................................................. - 14 - 4.3 Vision for Cooperation ................................................................................................................................................. - 15 - 4.4 Core Strategic Objectives & Targets ........................................................................................................................... - 15 - 4.4.1 Core Strategic Objectives .................................................................................................................................... - 15 - 4.4.2 Outcome Targets ................................................................................................................................................. - 16 - 4.5 Integrated Strategic Directions & Programs ................................................................................................................ - 17 - 4.5.1 Strategic Directions ............................................................................................................................................. - 17 - 4.5.2 Strategic Programs .............................................................................................................................................. - 18 - 5 Implementation Road Map 2011-2015.............................................................................................................. - 18 - 5.1 Road Map for Implementation ..................................................................................................................................... - 18 - 5.2 Implementation Approach ........................................................................................................................................... - 24 - 5.3 Approach for Updating the Strategy and Road Map ................................................................................................... - 24 - 5.4 Proposed Financing Approach .................................................................................................................................... - 25 - APPENDICES Appendix 1 - Situation Analysis for the Tourism Sector in the South Asia Sub-Region Appendix 2 - Overview Of Buddhist And Ecotourism Markets Appendix 3 - Updated Review of Cooperation in Tourism in the South Asia Sub-Region Appendix 4 - Marketing Strategy and Program Appendix 5 - Safeguarding Heritage Sites Appendix 6 - Private Sector Participation in Subregional Tourism Cooperation Initiatives Appendix 7 - Regional Experience and Knowledge Sharing - 3 - Improving Connectivity and Destination Management of Cultural and Natural Resources in the South Asia Subregion Subregional Tourism Fact Sheet Key Variable Statistic Tourist Arrivals to South Asia Subregion countries in 2009 6.55 million international arrivals. Bangladesh 0.47 m, Bhutan 0.024 m, India 5.1 m, Nepal 0.5 m, and Sri Lanka 0.447 m. Profile of International Tourists 36.1% from Europe, 14.3% from East and Southeast Asia, 22% from South Asia, 17.6% from North America. Mainly older “baby boomers” younger wonder-lust and adventure seekers, and family resort market. Aside from business travel, holiday for cultural sightseeing, beach resort and adventure- based ecotourism; visiting friends and relatives; and pilgrimage are main reasons for visiting. Average length of stay is around 14.5 days. Average expenditure per day is around $ 126.80 Estimated Economic Impact of Tourism in 2009 (World Around 6% of Subregional GDP. Travel and Tourism Council) $116.1 billion in total travel and tourism demand. 37.2 million jobs. $20.8 billion in foreign exchange earnings. Growth trends and Forecasts in International Arrivals to International arrivals to the subregion increased by 10.7% per annum between 2001 and subregion 2009. Total estimated