A tourism seminar entitled “City Branding” was held by Pacific Area Travel Association (PATA) Indonesia Chapter in collaboration with the Ministry of Tourism, PT.Garuda Indonesia, and the Tanjung Lesung Resort (PT. Jababeka Tbk) on 11th May 2015 at the Garuda Indonesia Auditorium, Cengkareng, Jakarta.
The seminar addressed issues around the development of Indonesia’s tourism industry, specifically in the application of the strategy on city branding in various destinations across the archipelago.
Around 300 delegates from all over Indonesia including regents, mayors, tourism office officials, and members of the Indonesia Travel agencies Association (ASITA) and the Hotels & Restaurants Association (PHRI) participated in the seminar. Their involvement was intended to further develop the city branding strategy in line with the potentials offered by each region to attain “Vision 2020”, which is to attract 20 million international tourists to Indonesia by 2019.
City Branding spells out the identity, symbol, logo, or trademark that are closely attached to a certain region. There are a number of benefits in applying the city branding strategy through which a city or region can be widely known with a positive perception. It can be used for specific purposes,is perfect for investments, can support certain activities or programs, and more.
Garuda Indonesia Vice President Corporate Communications, Pujobroto stated that city branding is a necessary effort to optimize tourism potentials in each region. As an archipelagic country blessed with abundance of splendors, Indonesia needs to follow the example of USA which applies city branding to promote tourism, he added. “In the USA, each state develops and promotes its own distinct features. Indonesia has many provinces and each of these provinces have their own unique and distinct potentials that need to be further developed and promoted” said Pujobroto.
Pujobroto also explained that city branding can also boost the airline industry. If a city or region is growing and its economy rising, then airlines can also expand their existing networks.
Whereas, CEO of PATA Indonesia Chapter (PIC), Purnomo Siswoprasetijo explained that PIC has signed a memorandum of understanding with the province of West Nusa Tenggara, the city of Palu, and the city of Banda Aceh. While the city of Cirebon in West Java Province and also 12 cities/regencies in the Riau Province have also expressed their interest in the City Branding program. However, PIC is not setting a target on the number of cities in Indonesia which would apply the city branding strategy since the city branding program is intended to support cities in Indonesia to be more creative in line with their own potentials.