Mataram Tourism Office adopts thematic concept to optimise destination potential
The Tourism Office of Mataram City, West Nusa Tenggara Province, is developing the region’s tourism potential with a primary strategy of applying a thematic-based concept at each tourist destination according to the characteristics and advantages of local potential in the area.
Head of the Mataram City Tourism Office, Cahya Samudra, said in Mataram on Monday that thematic tourism development is very important considering that Mataram City has many diverse tourist destinations.
“Determining a specific theme is expected to reach a more targeted market share and tourist target,” he said.
According to him, several leading tourist locations in Mataram City are now focused on different segments and activities, including Taman Mayura with the theme Mayura Heritage Yoga.
Mayura Heritage Yoga, he said, carries the concept of wellness tourism that focuses on fitness, with yoga as the main activity, targeting the market segment of women and mothers.
“This group yoga activity is scheduled regularly once a month on the second Wednesday,” he said.
In addition, the Tourism Office is also implementing a thematic tourism concept in the form of Ampenan Heritage Tourism through Heritage Walk activities, which are focused on tourists and the public interested in knowledge, history, and the atmosphere of Ampenan Old Town.
Then, at the Loang Baloq destination, the focus is on highlighting cultural attractions such as Peresean, a traditional fighting and agility contest unique to the Sasak people of Lombok, NTB.
“The Peresean attraction targets the Loang Baloq destination market share, which tends to be dominated by families and men who enjoy local arts and culture,” he said.
Mataram City, he continued, also has thematic tourism at Giong Siu, or the thousand swings, with the theme of camping ground and outdoor activities.
The place has become a popular choice for tourists who want a calm, beautiful atmosphere far from noise. Its management is currently actively supported by the local Tourism Awareness Group (Pokdarwis) and is often used for garden parties, weddings, and student reflection activities.
Cahya added that the development of themes at each destination does not start from scratch, but is drawn from potential that already exists and has grown within the local community.
“The government is present to provide strengthening touches, assistance, and promotion so that tourist destinations in Mataram City become increasingly known and develop sustainably,” he said.