PANORAMA Destination, the inbound arm of Indonesia-based Panorama Group, is taking on a global market strategy to expand beyond its traditional Europe core.

Budi Tirtawisata, group CEO of Panorama Group, said the company needs to “gain momentum to drive (more) inbound business”, especially as the Indonesian government has embarked on aggressive international marketing efforts to meet its ambitious target of 20 million arrivals by 2019.

Renato Domini, CEO of Panorama Destination, said: “Europe has been our strongest market, with the majority (of business) coming from France and The Netherlands.

“We definitely need to diversify and expand our (customer base) and need people on the ground to help us (penetrate into) the markets,” he added.

To realise this, Panorama Destination this year created a new business development director role in charge of central and south Asia and the Middle East at its Jakarta head office.

Panorama Destination has also appointed representatives in Vietnam, China, India, the Middle East, the US and Australia, which are deemed potential growth markets for the DMC.

India, for example, contributed five per cent of total business to the company and Domini seeks to grow the market to at least 10 per cent with new representatives appointed in Delhi and Mumbai.

The company, which already has a market in Canada, wants to expand into the US too.

“There is a growing number of airlines flying between the US and Asia and Garuda Indonesia plans to open services there too, so we see opportunities there,” Domini explained.

Apart from appointing representatives, Panorama Destination also revamped and tailored its products to suit different market preferences.

“Panorama used to have a programme called Shocking Offers, which were popular with the European and Canadian markets,” he said.

“We are launching similar programmes with some adjustments in India.”

These itineraries are shorter, spanning three to five nights, compared with seven to 12 nights’ programmes sold to Panorama’s European customers.

In China, Panorama is targeting the end users and FITs, rolling out experiential programmes such as cooking classes and farming activities to entice a new generation of Chinese travellers.

“We work closely with the Ministry of Tourism, supporting fam trips and sponsoring film making in Bali,” added Domini.

Meanwhile, Panorama Destination has also hired Mandarin-speaking staff at its head office.

Domini further stated the company will soon launch its Agent Portal, with products and packages available for its international business partners.

Group of Chinese tourists taking photographs in front of the prime minister’s office in Putrajaya, Malaysia

TWO years after the disappearance of Malaysia Airlines flight MH370 in March 2014, the inbound Chinese market to Malaysia is finally showing strong signs of recovery, with 1H2016 recording a 32.1 per cent year-on-year growth in Chinese arrivals.

Mint Leong, deputy president 2 at Malaysian Inbound Tourism Association (MITA), said the market has returned to the levels of three to four years ago, crediting the combined efforts of Tourism Malaysia and the private sector to shore up Chinese arrivals following the MH370 incident.

“The recovery of Malaysia as well as the marketing efforts from players from all three countries (Malaysia, Singapore and Thailand) have helped the promotions of group series tours,” said Leong, who recorded a 60 per cent year-on-year surge in demand for series combinations in 1H2016.

Likewise, Jason Ow Yeang, managing director of Columbia Leisure, has seen a 40 per cent hike for both Chinese group series tours combining Thailand, Singapore and Malaysia as well as Singapore-Malaysia tours in 1H2016.

He said: “These series tours in South-east Asia are very popular, especially for first timers from China travelling abroad for the first time.”

Chinese demand for group series tours to Malaysia was so overwhelming at the start of the summer holidays in July that MITA had to request for temporary Mandarin-speaking tour guide licences from the Ministry of Tourism and Culture.

The government approved 50 temporary licences from August 5 to October 15, the first time that has happened since the MH370 incident.

Strong growth from China is expected to continue for the rest of the year, especially as the new e-visa facility – reducing the visa application time from one week to one working day – launched in March this year has boosted Chinese outbound interest to Malaysia.

The e-visa facility has led to a 10 per cent uptick in group and FIT travel to Malaysia for the March-August 2016 period, Benjamin LP Yip, general manager for inbound and outbound at CITS Guangdong, told TTG Asia e-Daily.

Forward bookings to Malaysia for the upcoming Golden Week Holidays in October are also looking strong, he added.

Leveraging AirAsia’s new daily Guangzhou-Johor Bahru service launched on May 29, Iskandar Regional Development Authority (IRDA) is keen to attract niche segments from southern China, including educational and health tourism.

Said Mohammad Rosly Md Selamat, senior vice president, economic intelligence (tourism) at IRDA: “We’re also collaborating with Tourism Johor and the private sector to do more intensive marketing in Guangzhou and the surrounding cities to attract more leisure traffic for short holiday breaks, especially during their long weekends.”