Tourism Ministry Promotes Co-Branding as Tourism Strategy

Jakarta, infoPublik—Tourism Ministry is promoting Co-Branding program as one of Indonesia’s tourism branding strategies.

Tourism Ministry Arief Yahya, accompanied by a number of co-Branding artists while attending the Wonderful Indonesia Co-Branding Forum 2019 in Jakarta, Saturday (28/9), stated that co-branding can become an effective strategy to promote Indonesia’s tourism.

“Collaboration between stakeholders is the main key to tourism development in Indonesia. Approximately 138 brands and 100 diaspora restaurants were appointed by tourism ministry as Co-Branding partners to achieve the foreign tourist visits target 2019,” said Arief.

Data showed that Indonesia’s tourism sector performance increased significantly. Travel Tourism Competitiveness Index (TTCI) reported that in 2019, Indonesia ranked the 40th, up 30 ranks from its position in 2013 at 70th rank.

“Price competitiveness, prioritization of travel and tourism, and international openness are Indonesia’s strength in the TTCI. Meanwhile, environmental sustainability, health and hygiene, and tourist service infrastructure are the weaknesses to be improved,” said Tourism Minister.

Indonesia’s rank in the Country Brand Strategy also increased to the 38th rank in 2019 from its 47th rank in 2017. Nevertheless, other countries also made rapid improvement in their brand strategy, including Malaysia and Vietnam. Malaysia’s Country Band rank increased from the 85th (2017) to 47th (2019), and Vietnam’s from 107th (2017) to 101st (2019).

“Thus, we have to find out what made them improved rapidly, said Arief. (Reporter: Untung S., Translator: Penni Patmawati Rusman)