BTB
An enthusiastic response from high level local and international tourism key players, both public and private sector, has brought more than 100 participants to the two-day seminar organized in Bali on 10 and 11 December 2005 by the United Nations World Tourism Organization (UMWTO), through its Education, Training and Knowledge Management Department and the WTO.Themis Foundation, the Ministry of Culture and Tourism of Indonesia, with the generous financial contribution of the donor country, Andorra.
The objective of this Crisis Management Seminar on Positioning, Re-positioning and Image Recovery was to look at the current situation, taking into account the experience and knowledge of all stakeholders to seek workable and practical perspectives and strategies.
The aim was to help Bali to rapidly regain markets, by not only recuperating and rebuilding confidence on the short term, but also to plan for the future, so as to enable the destination to confront the challenges facing the industry and to refocus efforts to regain market shares and acquire new ones. The seminar was carried out after careful planning including preparatory meetings at the UNWTO.Themis Foundation in Andorra.
The latest figures of international visitors arrivals just released for November 2005 show 62,705 overseas travelers arrived in Bali during the month, a figure down -43.26% from the November 2004 arrivals. The crisis may be deepening: in the month immediately following the October 1, 2005 arrivals for October 2005 were down 36.83% as compared to the same month one year before. These new figures suggest that the current slump may be worsening with no evidence of a recovery yet in sight.
Destination Management
In response to UNWTO’s initiative, to carry out this exercise for Bali after its second bombing in October, no efforts were spared by the participants at sharing their experience, knowledge and opinions with the WTO’s leading experts in positioning Raul Peralba from Trout and Partners and Mike Fabricius of South Africa. As a result of the interactive seminar, the valuable contribution of Bali’s tourism leaders has surpassed all expectations by taking firm commitments for a more prosperous future for the destination with the public and private sectors joining forces in the establishment of a new Destination Management Organization led by the private sector.
All key tourism stakeholders should strengthen the existing Bali Tourism Board (BTB), chaired by Bagus Sudibya in the coming weeks. The local Tourism Authority (BTA) will be part of BTB, and the Ministry of Culture and Tourism will hopefully participate as well.
As part of the Seminar resolutions it has been agreed that BTB’s role, as a new Destination Management Organization, should be “to promote, develop and manage Bali as a leading tourism destination”.
BTB will be the future ‘Brand Guardian’ of Bali’s repositioning. After thorough consideration, it was agreed that none of the current branding and positioning statements meet the criteria of a successful branding or positioning campaign.
Because of the absolute importance of proper positioning and branding, it is essential that BTB very carefully formulate a strategic positioning and branding plan utilizing best practice and pre-launch testing.
While BTB undertakes steps to identify and secure funding for a re-launch of Bali’s tourism, the UNWTO experts have proposed a simultaneous consumer-based survey to determine Bali’s USP’s to be carried out to form the basis of the launch campaign. All sectors of the tourism industry will be asked to support this survey to ensure the widest perceptions and highest numbers received.
Much hope lies in the output of the joint efforts between UNWTO and the promising partnership of key tourism decision-makers from both public and private sectors in crafting a strategic plan to work towards success, clearly defining Indonesia and Bali’s position in the international tourism markets, and ensuring a rightful place as a leading destination worldwide.
