Indonesia Preparing to Spend US$244 Million on Tourism Promotion with Emphasis on Branding
In a bid to increase tourism arrivals, the Indonesian Tourism Ministry is budgeting Rp. 3.25 trillion (US$244 million) for promotional activities, including “branding” of Indonesian travel abroad.
Quoted by the State News Agency Antara, the deputy of the Ministry’s for the development of international tourism promotion, I Gde Pitana, during a Friday, October 2, 2015 visit to Bali, said, “Next year, we will be undertaking “branding” campaigns in several international media. “
Pitana said the promotional budget has received the approval of the House of Representatives with 50% of the total set aside for branding promotion.
Pitana, a tourism educator who once served as head of the Bali Tourism Service, underlined the importance of strong branding in promoting a tourism destination. He said that “branding” provides an identity for a destination, helping to define in the minds of the public a destination’s character.
According to the ranking tourism official, past national tourism branding that used “Wonderful Indonesia” is less effective in comparison to other branding exercises in the region, such as “Uniquely Singapore” or Malaysia’s “Truly Asia.”
Pitana feels that in order to be effective, “Wonderful Indonesia” must be backed up by an effective and professionally delivered promotional program.