Brand Lombok is a priority, says tourism minister
Lombok continues to search for a distinct identity and has been urged by Indonesia ‘s Tourism and Creative Economy Minister, Mari Elka Pangestu, to make its achievement a priority. The minister told a tourism investment conference on the Indonesian island of the need to create ‘Brand Lombok’.
Conference delegate Matt Gebbie, Pacific Asia director for the worldwide hospitality consultancy Horwath HTL, said: "Brands, both domestic and international, help legitimize a destination in the minds of the larger market.
"The critical success factor for resort destinations should be access, access, access or, more generally, infrastructure, infrastructure, infrastructure," he said.
The forum, organised by TSI, a Singapore-based hospitality firm, and hosted by Qunci Villas, brought together current and prospective owners and investors of hotels and other tourism projects in Lombok.
Bill Barnett, founder and managing director of C9 Hotelworks, said: "One of the clearest lessons learned over the past two decades in the Big Two—-Phuket and Bali—-is that tourism paved the way for real estate.
"The horse that drove the cart was the destination brand created by loyal returning holiday visitors."
In wealthier, mature markets, Barnett said, property buyers wanted marinas, accommodation for private aircraft, golf courses and international healthcare, along with high standard retail shops.
"Over the next few years the real estate offerings that are likely to succeed in Lombok will be hotels, for the simple fact that this is where the current market demand is now.
"Then comes the demand for holiday homes and rentals. The cycle has begun and Lombok could be one of Asia’s most dynamic leisure property stories in the decade ahead."
Ian Jarrett
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