Partners to help Indonesia in China drive

THE INDONESIA Ministry of Culture and Tourism is pooling resources and leveraging on partnerships to make its presence felt in China despite its small budget, with expectations that such a model will be extended to other focus areas in the future.

The NTO will cooperate for the first time with the Jakarta-based Chinese Indonesian Association (INTI), Indonesian Business Association of Shanghai, Indonesian embassy in Beijing, consulate generals in Guangzhou and Hong Kong, tourism industry representatives and national carrier Garuda Indonesia, to organise and participate in various promotional events in China, explained the ministry’s MICE director and China tourism marketing coordinator Nia Niscaya.

“There will be an Indonesia event every month in different Chinese cities,” she said, adding that INTI would lead four of the promotional programmes this year. “We will not target places where Indonesia is already popular, like Beijing and Shanghai, but will start penetrating the northern part of China with promotions like cultural performances and product sales.”

Such joint ventures would facilitate a more frequent and spread out marketing effort in the destination under the ministry’s coordination, Niscaya said.

Meanwhile, the ministry will continue with its B2B and B2C initiatives in China such as participating in leisure travel and MICE marts.

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