The Jakarta Post
Trikora Beach on Bintan Island, Riau Islands. (Shutterstock/Fakhri Anindita)
Renowned marketing expert Hermawan Kartajaya has been appointed to be the special tourism adviser to the Riau governor in a bid to boost tourist arrivals in the province.
Hermawan – who serves as the CEO and founder of homegrown marketing consulting firm MarkPlus Inc. and is the current president of the World Marketing Association – said he would approach the Riau tourism project with the principles of positioning, differentiation and branding.
“Marketing is not just a matter of selling; it also includes promoting certain unique attributes that make a product or, in this case, a region distinctive,” Hermawan said on Monday, as quoted by Antara news agency.
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Riau Governor Syamsuar said he expected the newly appointed adviser to provide him with comprehensive suggestions and recommendations regarding the improvement of the region’s tourism sector.
“I have known Hermawan for a while. I hope he will be able to share his wisdom and experiences with the Riau administration to help us bolster local tourism,” he said.
He added that although Riau had great potential to become a popular destination among tourists, marketing campaigns had so far been lackluster. Furthermore, the region’s tourism infrastructure was considered poor, he said. (rfa/wng)