THE Ministry of Tourism and Creative Economy will focus on targeting special interest tourists as well as step up its collaboration with the private sector and usage of social media in order to meet its goal of nine million arrivals in 2013.
Esthy Reko Astuty, the ministry’s new director general of tourism marketing, said: “It is quite a challenge to increase arrivals by 12.5 per cent while our marketing budget remains the same as last year’s (around US$63 million).
“Therefore, we are going to increase our social media activities and form more partnerships with the private sector. Besides that, we will continue to target niche communities and special interest tourists.”
The country is likely to achieve its targeted eight million arrivals for 2012, with figures for January-November showing a 5.1 per cent year-on-year increase to reach 7.3 million (TTG Asia e-Daily, January 4, 2013).
Astuty predicted that 2013’s calendar of high-profile events such as the APEC Summit, Miss World pageant and sporting highlights such as Tour de Singkarak and the Musi Triboatton would help the country meet its target.
Other events expected to draw visitors include international rafting along the Alas River, Tour de Aceh, a surfing festival and numerous regional cultural festivals.
Furthermore, Indonesia is also the official partner country at ITB Berlin this year. “Being a partner country, we get the opportunity to promote more (before and during) the event. Apart from the big news opportunity, we expect participants will get inbound business to Indonesia, which means increased arrivals here,” said Astuty.
Astuty was appointed director general of tourism marketing last December. She was formerly director of Indonesia tourism branding.
