A meeting held on Saturday, September 13, 2003 to review the recommendations of the PATA Bali Recovery Task Force was oversubscribed, with over 130 tourism managers attending the half-day meeting held at the Bali International Convention Center in Nusa Dua, Bali.
In December of last year the Pacific Asia Travel Association (PATA) dispatched a group of tourism experts to Bali to review the island's condition in the period following the October terrorist attack and make concrete recommendations for tourism's recovery.
The review meeting, sponsored by Bali Discovery Tours, was led by two representatives sent by PATA headquarters in Bangkok, Mr. Bert van Wallbeek and Stephen Yong.
The meeting format included a review of the 8 recommendations followed by break-out sessions in which each of the recommendations were discussed.
The PATA Bali Task Force Recommendations
The 60 page report, available in both Indonesian and English versions, contained the following 8 recommendations:
• Bring all disparate elements together to follow a common agenda.
• Create an environment for careful planning within which issues of safety and security are addressed and, if necessary, be enforceable by law.
• Establish an integrated crisis management plan in which guidelines and procedures for crisis communication are included.
• Recognize the importance of the aviation sector and work more closely with it, understanding its own specific needs and wants.
• Rebuild the Bali brand through private/public/consumer sectors and with a dedicated destination maker.
• Broaden the Bali brand to encompass culture and heritage.
• Introduce the Bali brand to contemporary market platforms.
• Increase brand awareness through partnership marketing.
Call for More Leadership
During the summarization of the break-out sessions in which all the seminar participants were allowed to contribute, a call for a more forceful leadership on tourism issues was a recurrent theme. The attendees demanded more focus and direction from Bali's tourism leaders in developing strategies to overcome the various crises that have beset the island.
The task force's recommendation for a professional and well-funded marketing authority to be put in place in Bali was also widely supported by those in attendance.
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