INDONESIA has embarked on an ambitious initiative that will see the country concentrate on 16 core markets, 16 tourism destinations and products, and seven special interest segments from now till 2014.
Nia Niscaya, director of international tourism promotion, Ministry of Tourism & Creative Economy, said infrastructure and transportation networks would be enhanced across 16 areas designated as National Tourism Strategic Sites. Of these, five have been earmarked for priority development next year, namely Bromo-Tengger-Semeru, Komodo, Wakatobi, Toraja and Sanur.
Roads, seaports and airports will be spruced up or built, while tourism villages will be constructed in selected areas. Destination Management Organisations will also be appointed to coordinate improvement works, and to educate local communities on the benefits of tourism.
“While Indonesia is blessed to have Bali, we believe that Bali already has enough drawing power and doesn’t need additional promotions. We want to develop and promote other products and destinations in Indonesia beyond Bali,” said Niscaya.
“By making it more convenient for tourists to visit these areas, we hope to increase the variety of choices available and boost visitors’ experience in Indonesia. Hopefully, they will be encouraged to extend their stay beyond Bali, while tour operators will be keen to launch more packages combining multiple destinations within the country.”
Armed with a US$53.7 million marketing budget for 2012 – more than double of what was formerly allocated – the ministry will focus its overseas promotional efforts in the 16 key sources of Singapore, Malaysia, the Philippines, China, Taiwan, Japan, South Korea, India, Australia, the Middle East, the US, the UK, France, the Netherlands, Germany and Russia.
The destinations under development will be highlighted at various travel tradeshows and sales missions, while fam trips for travel consultants and media will be organised. The ministry will also ramp up marketing efforts through traditional and social media channels.
Seven special interest segments have also been previously identified: culture and heritage; nature and ecotourism; recreational sports such as diving, surfing, sailing, trekking, hiking and golf; cruises; culinary and shopping; health and wellness; and MICE.
