regional workshop for the feasibility study for the establishment of a regional secretariat for...

Regional Workshop for the

Feasibility Study for the Establishment of a Regional Secretariat for

ASEAN Tourism Professionals

Presentation of Project Interim Report

ASEAN – Australia Development Cooperation Program (AADCP) Phase II

Friday, 21st September 2012, Sheraton Mustika Yogyakarta Resort and Spa

Yogyakarta, Indonesia

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FS Regional Workshop 2012Time Agenda Item Speakers

DAY 1 – 21 SEPTEMBER 2012

REGIONAL WORKSHOP ON FEASIBILITY STUDY FOR THE ESTABLISHMENT OF A REGIONAL SECRETARIAT FOR ASEAN TOURISM PROFESSIONALS

9.00 – 9.15 am Welcome by Host Country Rep

I Gusti Putu Laksaguna

Inspector General,Ministry of Tourism and Creative Economy,

Republic of Indonesia

9.15 – 9.30 am Introduction

Eddy KrismeidiSenior Officer, ASEAN Secretariat

Wayne CrosbieProject Director

9.30 – 10.30 amPresentation of findings arising from Feasibility Study

national workshops

Wayne Crosbie

Scott Eccleston, Project Manager

10.30 – 11.00 am MORNING BREAK

11.00 am – 12.00 pmPresentation of the recommendations addressing the needs of

the projectWayne CrosbieScott Eccleston

LUNCH

2.00 – 3.00 pm Endorsement of recommendationsWayne CrosbieScott Eccleston

3.00 – 4.00 pm Summary of Outcomes and Close of Workshop

I Gusti Putu Laksaguna

Eddy KrismeidiWayne CrosbieScott Eccleston

AFTERNOON REFRESHMENTS/END OF DAY 1 FEASIBILITY STUDY REGIONALWORKSHOP

REGIONAL WORKSHOP AT SHERATON MUSTIKA YOGYAKARTA RESORT AND SPAYOGYAKARTA, INDONESIA, 21 – 22 SEPTEMBER 2012

Project Team

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FS Regional Workshop 2012

• Director – Wayne Crosbie

• Project Manager – Scott Eccleston

• Chief Writer – Alan Hickman

• Project Research Manager – Alana Harris

• ASEAN MRA Consultant – Ida Trisnasari

• Desktop Production Coordinator – Daniel Chee

• Project Logistics Coordinator – Carmell Casely.

Project Team AMS Workshops & Field Study

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• Director – Wayne Crosbie

• Project Manager– Scott Eccleston

• ASEAN Secretariat representative– Eddy Krismeidi

• Desktop Production Coordinator – Daniel Chee.

National Workshops

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Round 1 – August 2012

• Viet Nam – 2 to 3 August

• Thailand – 6 to 7 August

• Myanmar – 9 to 10 August

• Lao PDR – 13 to 14 August

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Round 2 – Aug/Sept 2012

• Singapore – 23 to 24 August

• Cambodia – 27 to 28 August

• Indonesia – 30 to 31 August

• Philippines – 3 to 4 September

• Malaysia – 6 to 7 September

• Brunei – 10 to 11 September

National Workshops

Methodology

• AMS Introduction Covering Letter

• WAI Feasibility Project Team Introduction details

• National Workshop Agenda

• Pre Workshop Feasibility Study Questionnaire

• Workshop set up information and requirements

• Day 1 Workshops

• Day 2 Field Study

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Workshop Set Up

8


Attendees

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• Government, including representatives of Ministries responsible for:

Tourism - Education/Training - Labour/Manpower

• Education / Training Organizations

• Travel sector inclusive of Travel Agents, Airlines and Tour Operators

• Hospitality sector inclusive of Hotels, Restaurants, Clubs

• Industry Associations/Peak Bodies

MRA on Tourism Professionals

• MRA was adopted on 8 January 2009 in Ha Noi, during the 12th Meeting of ASEAN Tourism Ministers

• Objectives of MRA:

To facilitate mobility of Tourism Professionals and

To exchange information on best practices in competency-based education and training for Tourism Professionals and to provide opportunities for cooperation and capacity building across ASEAN Member States.

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Benefits of MRA on Tourism Professionals• Facilitate mobility of tourism professionals based on the

tourism competency qualification/ certificate

• Enhance conformity of the competency based training/education

• Skills recognition

• Improve the quality of tourism human resources (graduates are ready to work in the industry)

• Enhance the quality of tourism services.

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Hotel Services• Front Office

1.Front Office Manager2.Front Office Supervisor3.Receptionist4.Telephone Operator5.Bell Boy

• House Keeping1.Executive Housekeeper2.Laundry Manager3.Floor Supervisor4.Laundry Attendant5.Room Attendant6.Public Area Cleaner

• Food Production1.Executive Chef2.Demi Chef3.Commis Chef4.Chef de Partie5.Commis Pastry6.Baker7.Butcher

• Food and Beverage Service1.F&B Director2.F&B Outlet Manager3.Head Waiter4.Bartender5.Waiter

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Travel Services

• Travel Agencies

1.General Manger

2.Assistant General Manager

3.Senior Travel Consultant

4.Travel Consultant

• Tour Operation

1.Product Manager

2.Sales and Marketing Manager

3.Credit Manager

4.Ticketing Manager

5.Tour Manager

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Infrastructure Required for MRA on Tourism Professionals• Common Competency

Standards for Tourism Professionals

• Common ASEAN Tourism Curriculum

Framework of Curriculum

Description of Curriculum

Regional Qualification Framework and Recognition System

Toolboxes

• Regional Organisations

Regional Monitoring Body (ASEAN Tourism Professional Monitoring Committee)

Regional Secretariat

• National Organisations

National Tourism Certification Board

National Tourism Professionals Board

• Tourism Professionals Registration System (a web-based facility)

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Follow-up Implementation Requirements1. Review of ACCSTP Framework

and Common ASEAN Tourism Curriculum

2. Development of Training Tool Box, including training system, training model, training material and learning material as well as assessment material

3. Development of Train of Trainer (TOT) Program for Master Trainer, Trainers, Master Assessors and Assessors

4. Design and prepare (build) the ASEAN Tourism Professional Registration System (ATPRS) including the ASEAN

Qualifications Equivalent Matrix based on ACCSTP and CATC

5. Establishment of ATPMC (ASEAN Tourism Professional Monitoring Committee) and representatives of each member states in ATPMC

6. Assistance to the Least Develop Country (LDC) in implementing MRA on Tourism Professionals

7. Establishment of Regional Secretariat to facilitate the implementation of MRA on Tourism Professionals

8. Develop new competency standards

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Mechanism of MRA for Tourism Professionals

Assessment

Country A Country B

Certification

ATPMC

NTPB BNTPB A

TPCB NTPB

ATPRS

Matching Matrix

Verification

Job Opportunities

Job Interview

Work Permit

Job Seeker Registration

[CATC]


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Feasibility Study Major Objectives• Assess the need on behalf of the ASEAN Tourism

Professionals Monitoring Committee (ATPMC) for the establishment of a Regional Secretariat and whether it is the best option to respond to the Mutual Recognition Arrangement (MRA) requirements?

• If not the best option what are other alternatives?

• If the best option - Identify how the secretariat should operate, processes and mechanisms, and how to position itself to best support the work of the APTMC and related institutions


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Feasibility Study Major Objectives• How to support the work of the ASEAN Tourism

Professionals Monitoring Committee (ATPMC) and related institutions to implement the MRA

• Recommend the nature of the commitment and resources that will be required from the stakeholders for the Regional Secretariat to operate effectively

• Identify potential funding sources and required commitment from ASEAN Member States (AMS) to support the proposed Secretariat

• Secured commitments prior to the establishment of the Secretariat to increase effectiveness, impact and sustainability of the Secretariat


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Project Deliverable Feasibility Study• ATPMC to make an informed decision on the

establishment of a Regional Secretariat

• Recommend the best model to support the implementation of the MRA for Tourism Professionals.

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Interim Report

• Executive Summary

• Part 1 - Background to Project

• Part 2 – Feasibility Study Project Outline

Feasibility Study Project Team

Feasibility Study Project Objectives

Feasibility Study Project Deliverables

Feasibility Study Project Process & Reporting

• Part 3 - AMS Workshops Action Plan and Methodology

• Part 4 - AMS Workshops Findings and Outcomes

• Part 5 - Recommendations - Establishment of a Regional Secretariat for ASEAN Tourism Professionals.

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• Part 6 – Annexes

Annex A - Regional Workshop Attendees Lists

Annex B - WAIFPT Workshop Introduction email and objectives

Annex C- Workshop Introduction Email Attachments

Annex D - Introduction Feasibility Study Power Point

Annex E - Workshops (10) Consolidate Q & A Responses

Annex F - Day 2 AMS Field Study Meetings Schedules

Annex G - Overview AMS Understanding MRA

Annex H - Regional Secretariat Host Country Selection Process

Annex I - Proposed Regional Secretariat Organisational Chart

Annex J - Proposed Website Content Example.

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Interim Report

Findings and Outcomes

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The sectors of the Tourism Industry represented in the findings and outcomes are:

• Government, including representatives of Ministries responsible for:

Tourism - Education/Training - Labour/Manpower

• Education / Training Organizations

• Travel sector inclusive of Travel Agents, Airlines and Tour Operators

• Hospitality sector inclusive of Hotels, Restaurants, Clubs

• Industry Associations/Peak Bodies.


The majority of participants in AMS were not familiar with the MRA and subsequently the implementation of the MRA.

The following AMS had a good understanding of the MRA:

• Cambodia

• Indonesia

• Philippines

• Singapore.

In other AMS on average the majority of participants were not aware of the MRA.

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−− −− −

− − − −− − − −− − − −− − − −− − − −− − − −− − − −− − − −− − − −− − − −− − − −

− − − − − − − −− − − − − − − −− − − − − − − − − −− − − − − − − − − −

− − − − − − − − − −

VIET NAM THAILAND MYANMAR LAO PDR SINGAPORE CAMBODIA INDONESIA PHILIPPINES MALAYSIA BRUNEI

10%

0%

%

100%

90%

80%

70%

60%

Awareness and Understanding of MRA of Workshop Particpants

50%

40%

30%

20%


There was widespread AMS agreement that the Tourism Industry would benefit from the Establishment of a Regional Secretariat for Tourism professionals to assist with Implementation of the MRA.

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The benefits identified were:

• Focus on training, assessment and qualifications regionally

• Implementation of the MRA

• Regional Secretariat be able to benchmark the implementation of the MRA between the AMS

• Employment opportunities for Tourism Professionals

• Quality Assurance for the ASEAN Tourism Professionals Registration System (ATPRS)

• Communications between AMS


• Communications with Industry and the private sector

• Industry news and events

• Database Management

• Tourism Training Resource Centre

• Share best practice and new initiatives for tourism and hospitality between AMS

• AMS working together to increase ASEAN share of world tourism

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• Facilitate Government motivation to support Tourism Boards

• Stakeholders buy into the process.

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• Funding

• Different languages, cultures and religions

• Understanding of the MRA

• Regional Qualifications Framework and Skills Recognition System (RQFSRS)

• 100% support from AMS

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Barriers identified were:


• Legislation – e.g. work permits

• Maintaining quality assurance through ATPRS

• Potential resistance and lack of support from Industry

• Human Resources – the challenge of finding an effective CEO and Management team.

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Barriers identified were:


Were there any other alternatives or recommendations from the stakeholders to the Establishment of a Regional Secretariat for Tourism Professionals implementation of the MRA?

• There were no recommendations or general consensus to report on an alternative to the Establishment of a Regional Secretariat for Tourism Professionals to support the implementation of the MRA

• There was general agreement that the ”Secretariat Model” is a proven and understood framework for going forward in the AMS.

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Which AMS should host the Regional Secretariat for Tourism Professionals?

“This was the most lively discussion point with all of the AMS.”

The questions posed around this discussion point were:

• Would each AMS offer to be the host country for the Regional Secretariat for Tourism Professionals and if so what benefits could each AMS provide?

• What other country would each of the AMS Workshops support to host the Regional Secretariat for Tourism Professionals and why?

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Basement Criteria Regional Secretariat Tourism Professionals Host Country MRA SIGN TOTALS

VIET NAM 20% ─ YES THAILAND AVERAGE ─ HANOI ─ 3THAILAND ─ 20% ─ YES INDONESIA GOOD BANGKOK HIGH TOURISM 8MYANMAR 20% ─ ─ ─ INDONESIA LOW ─ YANGOON ─ 2

LAO PDR 10% ─ ─ ─ INDONESIA LOW ─ VIENTIANE ─ 2SINGAPORE 75% YES INDONESIA HIGH SINGAPORE ENGLISH & $ 9CAMBODIA 75% YES THAILAND AVERAGE ─ PHNOM PENH ─ MRA 6INDONESIA 90% YES SINGAPORE GOOD JAKARTA ASEAN HO 14PHILIPPINES 85% YES SINGAPORE GOOD MANILA ─ ENGLISH 7MALAYSIA 20% ─ ─ ─ INDONESIA GOOD KUALA LUMPUR 4

BRUNEI 10% ─ YES SINGAPORE GOOD BANDAR SERI ─ ENGLISH 5

Notes: Results as per Matrix above are based on Regional AMS Workshops(10) Attendees and Industry Meetings Jul - Sep 12* Results based on indicative discussions at Workshops potential Secretariat hosting country funding

YES

YES

YES

YES

YES

YES

YES

REGIONALSECRETARIAT Y/N?

YES

YES

YES

AMS TRAVELHUB & LOGISTICS

AMS I.T. HOSTINGASSESMENT

AMS HOSTING COSTSINFRASTRUCTURE

─

AMS HOSTING OTHER ADVANTAGE

─

──────

─

──

──

────

HOST SECRETARIAT

*AMS HOSTING$ INCENTIVES

ALTERNATIVE AMS SECRETARIAT HOSTING AMS MRA

AWARENESS ?PROGRESS MRA

IMPLEMENTATION


The most efficient process for communications between Tourism Professionals and the Regional Secretariat and services to be provided

• It was understood and unanimously agreed that the most efficient communications process for the Regional Secretariat and for the implementation of the MRA that an online / web based communication system has to be developed

• Website E - News and events were supported and potentially the development of a smart phone application for Tourism Professionals was discussed and supported

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• There was a strong suggestion to establish Tourism Training Resource Centres in each AMS reporting directly back to the Regional Secretariat for Tourism Professionals and assist with implementation of the MRA on a day to day basis

• Provide a location for Tourism Professionals to have access to the internet and utilise the services provided online and undertake training initiatives offered from the Centre.

• There would also be an expectation for the Regional Secretariat to facilitate Regional workshops on a regular basis attended by all relevant stakeholders

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• The agreed critical services / divisions required to provide the Regional Secretariat to operate effectively are as follows: Training Services Database / I.T. Systems Member Services Industry Liaison Consulting / Other Finance and Administration.

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Recommendations of how to make the Regional Secretariat for Tourism Professionals financially sustainable:

• AMS Host Country contributions

• AMS establishment assistance (Government)

• Online registration of Tourism professionals, graduates, Industry personnel

• Smartphone Applications

• Industry Services (membership/subscriptions )

• Training Provision.

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• Consulting Services to Industry, Government, Education and Training providers

• Commissions received for employment placements

• Sponsorship

• Advertising

• Events operation and management

• Non-AMS memberships (North and South Asia, Middle East, Europe, Australia etc).

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Strengths or Weakness of other Secretariats?

• Generally there was a lack of exposure across the AMS Workshops and Field Study with any other Secretariats and Regional bodies.

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Other general comments and or recommendation that were noted and recorded for consideration from the AMS Workshops and Field Study for the Establishment of a Regional Secretariat for ASEAN Tourism Professionals:

• The Secretariat needs to be resourced appropriately from the beginning or it will not be effective

• It needs to be operated as a commercial business model by management and staff with experience from both the public and private sectors

• Management ideally should have working experience across the AMS

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• Government must assist with improving efficiencies with work permits for Tourism Professionals

• Ensure that any seed feeding provided to the Secretariat by Government does not impact negatively on the existing funding for Tourism organisations and boards

• Different countries have different levels of budget available so the setting up of the Secretariat should not be a drain on national resources for AMS

• The regional secretariat should improve the human resource capability of Tourism Professionals

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• The services provided and benefits received need to be transparent and must be for all AMS and not just accrue to the Host country

• The Regional Secretariat for ASEAN Tourism Professionals could operate in a virtual office environment

• Consider offering the MRA to other countries/regions.

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Recommendations

1. That based on the high degree of support for the Establishment of a Regional Secretariat for ASEAN Tourism Professionals from the AMS Stakeholders that the ATPMC formalise the implementation of the Regional Secretariat.

2. That the host country for the Establishment of a Regional Secretariat for ASEAN Tourism Professionals based on the AMS Regional Secretariat host country criteria be Indonesia.

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Recommendations3. That the proposed organisational chart to manage and

operate the Regional Secretariat for Tourism Professionals be considered and adopted.

Recommend the Establishment of a Regional Secretariat for Tourism Professionals with the following operational divisions:

Training Services Data Base/I.T. Systems Member Services Industry Liaison Consulting / other Finance & Administration.

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Recommendations

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Proposed Regional ASEAN Tourism Professionals Secretariat Organizational Chart

- Gap Analysis Outcomes - ASEAN Tourism - Communications - Hotels - Restaurants - DesignRecommendations Professionals Registration

System (ATPRS) - News - Clubs - Development- ASEAN Qualifications

Equivalence Matrix - Data Base - Events - Travel Tourism - Operations(AQEM) Management Services

- Employment - Partners - Training- ASEAN Common Competency

Standards Tourism Professionals - Recruitment Agencies - Sponsors HR - Management (ACCSTP)

Advertisers- Common Asean Tourism

Curriculum (CATC)

- Competency Based Training (CBT)

- Competency Based Assessment (CBA)

- Regional Qualifications Framework and Skills Recognition System(RQFSRS)

- Tourism Professionals Certification Board (TPCB)

- AMS Tourism Professionals Training & Resource Centers

INDUSTRY CONSULTING / OTHERI.T. MEMBER SERVICESTRAINING

CHAIRMAN

CEOFINANCE &

ADMINISTRATION

Recommendations4. That the in principle host country offer of incentives from

Indonesia be negotiated and accepted to meet the establishment and operating expenses of a Regional Secretariat for Tourism Professionals for the first two (2) years.

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Recommendations5. That the implementation process to establish the

Regional Secretariat for Tourism Professionals be staged:

Stage 1 - Finance, Training and I.T. Divisions

Stage 2 - Membership Services

Stage 3 - Industry, Consulting.

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Recommendations6. The Chairman selected by the ATPMC needs to have

excellent Government and industry knowledge and experience.

7. It is imperative that the CEO appointment must bring with it a high level of experience in the education and tourism industries and demonstrate the other qualities expected of a CEO at this level. An advantage would also be an excellent knowledge of the AMS and their cultures.

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Recommendations8. Consideration be given for the Training Services Division

to be managed on behalf of the Regional Secretariat for Tourism Professionals by WAI to ensure there is a capable and qualified resource of managing the regional tasks outlined for this Division.

These major tasks to address and to support the MRA implementation are:

Implementation of the Recommendations from the Gap Analysis project

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Recommendations Using the ASEAN Common Competency Standards for

Tourism Professionals (ACCSTP) as the basis for National Competency Standards particularly where no National Standards currently exist

Competency Based Training (CBT) and Competency Based Assessment (CBA) be implemented

The ASEAN Qualifications Equivalence Matrix (AQEM) be continuously maintained and updated

Common ASEAN Tourism Curriculum (CATC) be the basis of minimum Industry Standards for National Qualifications

Regional Qualifications Framework and Skills Recognition System (RQFSRS) be recognised and utilised.

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Recommendations• WAI has a history of working with ASEAN and the existing

partnerships WAI has throughout the ASEAN region and resources could be utilised to advantage:

Singapore – WDA, WAI Tourism CET Centre

Malaysia - Berjaya University College of Hospitality

Thailand – Dusit Thani College

Vietnam – Danang University and ELI (English Language Institute)

Philippines – Lyceum of Philippines University.

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Recommendations9. Included in the Training Services Division responsibilities

will be the establishment of the proposed Tourism Training Resource Centres in each AMS.

Recommend these to be funded for a maximum of 2 years by each AMS. At the end of year 2 the Regional Secretariat for Tourism Professionals will need to be self funding and would then divert portions of revenue to support the AMS Tourism Training Resource Centres in each AMS.

Anticipating revenues increasing significantly between years 3 to 5 then further investment can be made.

10.

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Recommendations10. Critical to the future success of the Regional Secretariat

for Tourism Professionals and implementation of the MRA is the establishment of an ASEAN Tourism Professionals Secretariat Website with a proposed domain name such as www.atps.org.

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http://www.atps.org/

Recommendations

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www.atps.org

Notes: RevenuesStreams

Member log in promptMember log in codeLog in name pops upDrop down language selection menuMember Data Base Update / Profile CV template / Qualification / ATPRSAppraisals / Curriculum / Competency Standards / Trainers / Assessment $Job positions advertised / industry / education - commissions earned $AMS currency calculator / compare salaries / cost of living $Regional updates / e-news / Smartphone app / Trade Shows / Exhibitions $Hotels / Restaurants / Clubs / Sponsors / Tourism Organizations / Institutions $Regional Secretariat & AMS Recourse Centers

Jakarta AMS capital city banner & weather rotating12:53 AMS capital city time rotating

Rotating member projects / hotels / developments of the week $Regional sponsorship / advertising revenue opportunity $

atps entity home digital banner tbc

Industry partners with the implementation

of the Mutual Recognition Agreement (MRA).

Our vision is to service our members online

https://www.atps.org

Welcome to the ASEAN Tourism Professionals

Secretariat (ATPS) members website.

which includes Tourism Professionals, Institutions,

member log in

English

contact us

SE 131262Scott Eccleston

members profiletraining

employmentcurrency convertor

news I eventspartners

Bali Beach Hotel & Resort

Opening July 2013

Front Offi ceHoliday Inn Hotel

Helen Eccleston

Jakarta

Tourism Professional Profile

Recommendations11. That the Stakeholder outcomes and findings included in

the Final Report be taken up by the CEO on the Establishment of the Regional Secretariat for Tourism Professionals.

12. On the basis and acceptance of the Interim Report on the Feasibility Study for the Establishment of a Regional Secretariat for ASEAN Tourism Professionals by the ATPMC, a budget and cost plan on the establishment of the Regional Secretariat in Jakarta, Indonesia will be developed with Indonesia and included in the Final Report in November 2012.

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Recommendations13. The Final Report will include recommendations on the

establishment of and organizational structures for the proposed AMS Tourism Training Resources Centres for AMS consideration for funding support for a maximum of 2 years.

14. The existing WAI partnerships in the AMS be explored and considered as options to be included to house Tourism Training Resources Centres in these AMS. This will be a cost effective solution and also enable the Centres to be immediately productive. Alternative Centres can be considered in the remaining AMS.

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Recommendations15. Included in the Final Report will be a (5) year operating

budget for the Establishment of a Regional Secretariat for ASEAN Tourism Professionals with supporting revenue information and sources.

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Feasibility Process Summary

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• Inception Report – March 2012

• Workshops and Field Studies AMS– August / September 2012

• Interim Report – September 2012

• Draft Final Report – October 2012

• Final Report – November 2012.

End of Feasibility Study Interim Report Presentation

Thank you

regional workshop for the feasibility study for the establishment of a regional secretariat for...

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