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Indonesia Losing ASEAN's Tourism Race

Despite Improving Arrival Numbers, Indonesia is Losing Market Share Within the ASEAN Competition for Tourist Arrivals.


While national tourism officials may point to pride at growing tourism numbers for Indonesia, the discomforting fact remains that against the objective measure of "market share" of all foreign tourism arrivals among the 10 countries comprising the Association of Southeast Asian Nations (ASEAN) Indonesia's tourism marketing results are truly nothing to crow about.

● From 2002 to 2007 ASEAN arrivals as a whole increased +41.9%, while Indonesian arrivals improved by a much more modest +9.5%.

● Indonesia's market share of all ASEAN arrivals decreased by 22.8% from 2002 (11.44% market share) to 2007(8.83% market share).

● Among the 5 ASEAN countries who lost market share between 2002 and 2007, Indonesiaís loss was only exceeded by Brunei's share which dropped - 85.6%.

Shown on are foreign tourist arrivals and market share of those arrivals for the ten member countries of ASEAN from 2002 to 2007.

Tourist Arrivals Statistic

click image to enlarge

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