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View all search resultsTourism ministry seeks new tourism destinations
In 2017, tourism ministry is targeting for 280 million tourist visits, 265 million are local tourists while the rest 15 million are from overseas.
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Bangka Belitung is famous for its rocky beaches. (Shutterstock/File)
T
ourism ministry recently conducted a Focus Group Discussion (FGD) to talk about the marketing strategy of the ministry’s10 priority destinations.
The ministry's archipelago tourism marketing development deputy Esthy Reko Astuti said that the 3A’s (Access, Attraction, and Accommodation) of the 10 priority destinations are still being developed. According to her, these three elements have to walk hand in hand with promotion.
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“This event is important as part of formulating a marketing target for the 10 priority destinations, or the 10 New Balis, that has been established by the president and tourism ministry,” said Esthy.
For marketing strategy, the ministry uses the DOT (Destination, Original, and Time) approach. The promotion strategy uses the BAS (Branding, Advertising, and Selling) approach, and for media strategy, the POSE (Paid Media, Owned Media, Social Media, and Endorser) approach is being used.
“To filter all inputs and ideas and make it into one formula for promoting 10 new Balis, we’ve invited all stakeholders from the tourism Penta helix consisting of scholars, businesspeople, community, government, and media,” Esthy added.
The FGD was attended by 60 representatives from the 10 priority destinations, while the government was represented by tourism departments from North Sumatra, Bangka Belitung, Banten, Jakarta, Central Java, East Java, West Nusa Tenggara, East Nusa Tenggara, Southeast Sulawesi and North Maluku.
The business side was represented by airline companies namely Garuda Indonesia, Sriwijaya and Lion Group.
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Communities were represented by the Indonesian History Community (KHI), while scholars representatives came from Pancasila University along with national media.
Several tourism associations such as GIPI, PHRI and ASITA also attended the event.
In 2017, tourism ministry is targeting for 280 million tourist visits, 265 million are local tourists while the rest 15 million are from overseas.
“To reach the target, the ministry came up with the 10 new Balis. In order to support the 10 new Balis, we have to do an evaluation on the competitiveness of 10 priority destinations in a quantitative way. We have to move together in the spirit of Indonesia Incorporated, evaluation and monitoring need to be done to win the competition,” said tourism minister Arief Yahya. (asw)
