Indonesia’s international marketing under fire
JAKARTA – The Indonesian government is once again under attack for failing to support the county’s tourism promotion sector with enough funds to do the job properly.
Indonesia’s international tourism marketing efforts have been held back by lack of overseas representation. Promises to reopen tourist offices in key source markets have failed to materialise.
After more than 5.3 million foreign tourists visited the country in 2004, Indonesia recorded a drop to approximately five million visitors in 2005 and 4.7 million visitors in 2006.
Culture and Tourism Ministry executive Putu Laksaguna told the Jakarta Post that the government allocates insufficient funding to develop Indonesia’s tourism potential, resulting in many regions not being promoted internationally.
“This year, the Culture and Tourism Ministry was allocated a budget of Rp 900 billion (US$99m), of which Rp 100 billion (US$11m) will be used to develop tourism.
“It is impossible for us to promote the country’s tourism potential with that much money,” Putu told journalists attending the 2007 Sumatra International Travel Fair in Medan, North Sumatra.
Putu said the country’s budget for the promotion of tourism is much smaller than that of neighbouring countries.
“Our entire budget to promote tourism in Indonesia abroad is only Rp 30 billion,” Putu said.
Indonesia has set a target of six million visitors this year but despite encouraging growth in the first quarter, it appears unlikely that the target will be met.
Ian Jarrett
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