All the big players of south-east Asia are looking forward to the ITE 2016 at Ho Chi Minh City with eager anticipation. A record number of buyers are expected to attend the event, which is one of the most notable travel expos for the region. Global Travel Media spoke to Mrs Rizki Handayani, Director of Promotion for Southeast Asia, Ministry of Tourism of The Republic of Indonesia, to learn more about the ‘business approach’ strategies Indonesia is employing in making sure its National Tourism Policy is a success.
As of the 2nd March 2016, Indonesia has now made it ‘visa free arrival’ for 169-countries, revoking the Clearance Approval for Indonesia Territory (CAIT) as also revoking cabotage regulation for cruise ships in five major ports, namely: Belawan – Medan (North Sumatra) Tanjung Priok – Jakarta; Tanjung Perak – Surabaya (East Java) Benoa – Bali and Soekarno-Hatta, Makassar (South Sulawesi.)
“Our marketing development strategy has a multi dimensional approach,” stated Handayani, clarifying that this took the form of DOT (Destination-Origin-Timeline) to marketing strategy; BAS (Branding-Advertising-Selling) to promotion strategy; POSE (Paid-Owned-Social-Endorser) for media strategy and POP (Pre-On-Post) for promotion time strategy.
While confirming that the focus is not on outbound tourism nor on the LGBT market, Handayani said that they will keep the western tourists coming back to Indonesia by developing ‘Beyond Bali’ destinations such as Banyuwangi in east Java, Toraja in south Sulawesi, Labuan Bajo in east Nusa Tenggara and Lombok in west Nusa Tenggara.
Speaking on the ITE 2016 HCMC objective, she said that her ministry plans to introduce Indonesia to more prospective buyers and to tell the Vietnamese that the country has many interesting destinations to visit. Regarding western tourists, Indonesia seems fairly aggressive; “For us, the western target market is everyone who comes straight out of Europe, America, Australia, Asia and Africa continents, as also expatriates living in the ASEAN countries,” Handayani said categorically. “We are focussed on B2B and B2C exhibitions, sales missions, and familiarisation trips for the media community and bloggers.
Written by : Punam Mohandas