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Indonesia tourism ministry to organise 180 events in marketing push

In a bid to achieve its 2018 target of 17 million international tourists, the Indonesia ministry of tourism has unveiled plans to organise 180 tourism events. According to The Jakarta Post, this extends to regions such as Southeast Asia, Asia Pacific, Europe, Middle East, United States and Africa regions.

The ministry has also outlined five key target markets. This includes China, Singapore, Malaysia, Australia and Japan. Marketing has reached out to the Indonesia tourism ministry for comment.

According to the report, the ministry has plans to implement promotional and marketing strategies to push the events. This was according to I Gde Pitana, the tourism ministry’s deputy minister for overseas promotion, during the Tourism National Coordination Meeting III.

For marketing, the ministry will use the DOT (destination, original and time) approach. For promotions, the ministry will implement the BAS (branding, advertising and selling) approach. Media will be accomplished through means such as paid media, owned media, social media and endorsement approaches. Meanwhile for main markets, the ministry will partake in international tourism exhibitions.

The DOT approach focuses on the 10 New Balis which fulfil its “attraction, accommodation, and accessibility” criteria. These “Balis” include destinations such as, Great Jakarta, Great Bali, Great Riau Islands, Joglosemar (Yogyakarta, Solo and Semarang), Bunaken, Wakatobi, Raja Ampat, Medan, Lombok, Makassar, Bandung and Banyuwangi, according to the report.

Pitana added that the events will be classified according to several sections such as public tourism exhibition which will consist of 38 events; special tourism exhibition which consists of 20 events. Meanwhile, the Wonderful Indonesia festival will consist of 29 events; and selling mission will comprise of 93 events, according to The Jakarta Post report.

These events will not include technical meetings comprising of 80 events throughout 2018, Pitana explained. It also does not involve public tours with 1,055 people as well as special-interest tours and MICE consisting of around 380 people.

Most recently, the ministry signed a memorandum of understanding with 28 brands in the country to help promote its “Wonderful Indonesia” campaign. The 28 brands are Martha Tilaar, JJ Royal, Polygon, Sahid Group, Tiket.com, Alleira Batik & Gaia, Sunpride, Sarinah, Rumah Zakat, Sido Muncul, Kalbe Farma, Javara, Datascript, CRP (Up Normal), Sekar Group, Krisna Oleh-Oleh, Secret Garden, Sababay Wine, Bon Gout, Achilles, Garuda Food, Batik Trusmi, Dapur Solo, Malang Strudel, Batik Danar Hadi, TVRI, Telkomsel and PT Pos Indonesia.

It also launched a campaign with AirAsia to drive tourism efforts in promoting Indonesia in Malaysia, through the vast connectivity the airline offers across the Indonesian archipelago. Additionally, the ministry also partnered with Adobe to elevate the country’s tourism industry and deliver memorable experiences for visitors.

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