UN World Tourism Organization (UNWTO) & Government of Indonesia

FORMULATION OF A
TOURISM MARKETING STRATEGY
FOR INDONESIA
Ulun Danu Temple, Bali
UN World Tourism Organization (UNWTO)
& Government of Indonesia
January 2010

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Lake Toba, North Sumatra
Belle Tourism International was invited by
the United Nations World Tourism
Organization (UNWTO) to provide
specialized marketing advice to the team
preparing the Master Plan of National
Tourism Development, 2010-2025, for the
Republic of Indonesia. The main task was
to recommend a new national tourism
marketing strategy and to draft a 5-year
detailed marketing action plan.

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A three-week field visit was
completed in December 2009 and
included trips to famous destinations
within Indonesia including Bali,
Yogyakarta, Jakarta, and Lombok.
BTI made several presentations of
preliminary findings, highlighting the
need for new positioning, image, and
branding approaches for the country.
These initial recommendations were
well received, and a final report was
submitted in January 2010.
Kuta Beach, Lombok

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BTI’s Terms of Reference were;
Assessment of tourism products
Assessment of accommodation
quality and capacity
International Visitor Exit Survey
findings for 2008
Tourist arrival patterns
Forecasts of future tourist arrivals
Evaluation of Indonesia’s
destination image
Institutional framework and
recommended changes
Proposed marketing strategy
Required financial and technical
resources
Short-term marketing and
promotional program
Jakarta skyline

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Three core existing products are: (1) culture and
heritage; (2) nature; and (3) beach resorts.
The distinctive and varied crafts of Indonesia
have the future potential of becoming a 4 th core
tourism product if more effectively marketed,
managed, and controlled.
There is an exciting array of special-interest
activities and destinations within Indonesia.

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Wayang Golek mask
International tourist arrivals
to Indonesia fluctuated
during the past 12 years,
but reached new peaks in
2008 and 2009.
Source: Stuppa Indonesia

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Mt. Bromo National Park, Java
Malaysia
Singapore
Australia
China
South Korea
Japan
Taiwan
USA
Philippines
Germany
UK
Russia
India
Netherlands
France
Hong Kong

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Geographic shape (archipelago)
Spiritual place
Biodiversity and cultural diversity
Spice islands
Well-recognized icons
Barong dance mask, Ubud, Bali

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BTI developed three potential
positioning and branding approaches
for Indonesia tourism, based on the
positioning anchors.
These are listed and illustrated on
the following pages.
The Indonesia archipelago script
was developed by Stuppa Indonesia.
Indonesian batik

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Indonesia. Built by the gods; cared
for by the people.
Indonesia. Where variety is the
spice of life.
Iconic Indonesia. One cup; one
island; one dragon.
North Sulawesi

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Built by the Gods
Taman Ayun Mengwi Temple, Bali
Borobudur, Central Java
Prambanan, Central Java

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Cared for by the people

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Where variety is the spice of life!

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The Short-term Marketing and
Promotional Program for 2011-
2015 consisted of 11 components
with 113 individual activities
identified therein.
These activities were appropriate
for the identified geographic
source markets and their
component segments.
Tea plantation in Indonesia

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Built to Innovate!
Aceh
Belle Tourism International Consulting
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Telephone (in China): 021-52360996 - Fax: 021-52360991
Telephone (international): 8621-52360996
Website: www.BelleTourism.com
E-mail: contact@belletourism.com