Ministry of Tourism Adjusts Marketing Strategy to Face Global Crisis

Jakarta (ANTARA) - The Ministry of Tourism states that it has implemented several adaptive marketing strategies to address the dynamics of the global crisis affecting the national tourism sector. “The refocusing step we are taking is an adjustment (pivot). Previously focused on the European and American markets, we are now directing greater attention to the Asian region,” said Deputy for Marketing of the Ministry of Tourism, Ni Made Ayu Marthini, in an official statement confirmed in Jakarta on Friday. Made emphasised that the tourism sector is an industry highly sensitive to global geopolitical changes, including conflicts in the Middle East region. In response to these conditions, the Ministry of Tourism is adjusting its international marketing strategy by shifting the market focus from Europe and America to Asia. “These markets are closer, do not require transit through the Middle East region, and are relatively unaffected by significant surges in ticket prices,” she said. This refocusing strategy also presents challenges in the form of increased competition with countries in the same region. Therefore, according to her, the Ministry of Tourism continues to encourage innovation and strengthen cross-sector collaborations in marketing Indonesian tourist destinations. One of the efforts undertaken is through the co-branding partners programme, which involves joint marketing and branding collaborations with various brands, both local and international, to expand the reach of Indonesian tourism promotion while increasing the added value of products. “We are partnering with various stakeholders to collaborate in promoting Indonesian tourism in a more creative and effective manner, including through the organisation of various activities in the regions,” said Made.