Tourism Australia woos Indonesia

TOURISM Australia (TA) will start consumer marketing in Indonesia, as getting a visa is no longer an issue and distribution channels are in place.

TA general manager South/South-east Asia and Gulf Countries, Maggie White, said: “We have built the foundation. We have got the visas right. We have gotten the distribution (through major travel agents) pretty right. With those two fundamentals, we have a solid platform to start talking to the consumers through both traditional and social media.”

Speaking to TTG Asia e-Daily on the sidelines of the TA Jakarta and Surabaya road show in Jakarta yesterday, White said that the activities, which would start this financial year (July 2011 to June 2012), would be targeted to specific market groups instead of en masse.

“We are targeting young families. But then, the pattern here is that they travel with extended families, so it will (have to) become multi-generational,” White said.

“We have also noticed the growing up-market, techno-savvy travellers, who find travelling with groups is not hip. They prefer to travel independently and explore the destination on their own.”

At the roadshow, a number of State Tourism Organisations and suppliers present were tapping the market for the first time in many years. Tourism Western Australia representative-Singapore and Malaysia, Faridah Ibrahim, said: “When we talk to the agents, they still remember our products from before (in the 1990s), when TWA were more active here. What we need to do is create awareness with the consumers.”

The representative office in Singapore has applied for budget to include Indonesia in the portfolio and is waiting for approval.

The Tourism Northern Territory has also seen the potential of the Indonesian market to the destination, with the good connection between Bali and Darwin.

Tourism Northern Territory manager Singapore and Malaysia, Jacqueline Lee, said: “It’s only a 3.5 hours flight between Bali and Darwin, so the Northern Territory can actually be a weekend getaway. We have a good relationship with Jetstar and AirAsia and have done promotions in Bali.”

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