Turning Around Indonesia’s Underperforming International Tourism Marketing

In this episode of the High-Yield Tourism Podcast, host Gary Bowerman speaks with Bali-based tourism expert Nur Wulan T about the evolving challenges and opportunities in Indonesia’s tourism sector following the pandemic. Wulan emphasises the importance of domestic travel as a key economic driver, advocating for improved infrastructure and services to support local travellers. Drawing parallels with countries like Japan and China, she emphasizes the importance for Indonesia to prioritize its citizens in tourism development, thereby fostering economic growth.

Wulanti discusses the challenges of domestic travel in Indonesia, particularly the high flight prices influenced by factors such as jet fuel costs and limited competition. This increase in fares affects not only tourism but also family connectivity and public trust. She notes a shift towards alternative travel methods, such as trains and cars, especially during peak times, including school holidays and Idul Fitri. Wulan emphasizes the importance of a fair pricing model to make air travel more accessible and acknowledges emerging local travel companies that are adapting to these challenges and expanding their services.

The speakers discuss the challenges facing Bali’s tourism, especially in the aftermath of the pandemic. They highlight the overwhelming concentration of visitors in the southern part of the island, where infrastructure struggles to keep up with the influx. With over 6 million international tourists last year, the need for effective zoning and a sustainable waste management system was underscored. The speakers also mentioned the potential benefits of developing a second airport in northern Bali to alleviate pressure on the south, advocating for a balanced approach to development that prioritizes local communities and sustainable practices.

During discussions about Bali’s tourism, both praise the island’s natural beauty and its potential for growth in international tourism. They noted that most visitors tend to gravitate towards the south, causing congestion, while domestic tourists follow viral trends influenced by social media. The speakers emphasize that Indonesia’s tourism struggles stem from a lack of clear branding and infrastructure challenges. They argued that focused storytelling and improved systems are crucial to attracting more visitors and enhancing the overall travel experience.

Wulan discussed the challenges and opportunities for Indonesia in attracting Muslim travelers. She emphasized the need for improved infrastructure and consistent services to effectively cater to this demographic. Highlighting Indonesia’s potential, Wulan stressed the importance of respect, clarity, and staff training, contrasting these needs with the successful strategies of Malaysia and Japan. She praised Indonesia’s bold initiative to develop new tourist destinations while emphasizing the necessity for deeper execution to align with the country’s rich offerings.

The speakers also discussed the development of Indonesia’s five super-priority destinations: Lake Toba, Labuan Bajo, Borobudur, Mandalika, and Likupang. They highlight progress in infrastructure and community support, stressing the importance of consistency over speed in development. While Toba, Labuan Bajo, and Borobudur are thriving, Mandalika and Likupang still require time to catch up. Both speakers express excitement about exploring more of Indonesia’s eastern regions, believing in the immense beauty and opportunities there. They anticipate continued growth in Bali’s travel sector, especially as more destinations become accessible.

In this episode, Gary and Wulan discuss the evolving landscape of travel and tourism in Indonesia. Wulan highlights the importance of consistency, honesty, and structure in driving industry progress. She expresses optimism for the future, anticipating meaningful developments over the next year.