Competitiveness of and Barriers to Indonesia’s Exports of Ornamental Fish

Indonesia has been striving to become the world’s largest ornamental fish exporter for past two decades, but success limited. This study analyzes Indonesia’s export competitiveness and identifies barriers encountered. A trade analysis using UN-Comtrade database 2012–2021 was conducted Revealed Comparative Advantage (RCA), Constant Market Shares (CMS), Competitiveness Matrix formulas evaluate competitiveness. Qualitative data from interviews with forty-three industry stakeholders were analyzed NVivo barriers. The findings revealed that had not optimally exporting some of markets faced various barriers, such as product quality continuity, regulations, marketing, shipment, other internal external government’s role in overcoming those is crucial while maintaining environmental sustainability. We also propose a matrix model barrier levels consisting readiness, market accessibility, operational challenges, dynamic environment.