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Mapping Bali Future for Tourism

Intensive 2-day UNWTO Sponsored Seminar Helps Bali Take a Hard Look at How to Create an Effective Destination Marketing Organization.

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Intense discussion and debate among key tourism players running late into the evening hours, characterized a two-day seminar held December 10-11, 2005, at the Conrad Resort & Spa and organized under the auspices of the United Nations Would Tourism Organization (UNWTO) and the Indonesian Ministry of Culture and Tourism. The gathering, ostensibly organized to explore the positioning, re-positioning and image recovery for Bali tourism - also focused on the many systemic and structural problems currently confronting Bali in its long-standing efforts to create a world-class marketing authority for the island's tourism industry.

The congress of over 100 leading tourism practitioners from every sector of Bali's tourism industry was made possible via a grant from the Government of Andorra and was guided in its deliberations by an expert team comprised of Mr. Raúl Peralba, Positioning Expert, Partner-Director for Spain and Portugal of Trout & Partners - leading experts in the field of positioning; Mr. Michael Fabricius, UNWTO expert on tourism policy and destination management; Ms. Zoritsa Urosevic, UNWTO tsunami consultant with extensive working experience in Indonesia; and Ms. Rosamond Deming, Senior UNWTO Program Officer and an expert in project implementation.

Former Minister of Culture and Tourism, Mr. Gede Ardika, acted as moderator for the two day meeting.


Among the recommendations and action-steps formulated and agreed at the meeting:

Bali Tourism Board's (BTB) objectives were re-stated to include 1) the development of concrete plans and action steps to market, promote and position Bali as a world leading tourism destination, both nationally and internationally; 2) stimulation of sustainable growth in tourism arrivals; 3) facilitation of the development and improvement of Bali's many tourism products, including attractions, facilities and services in line with the governing principles of sustainable tourism; 4) creation of awareness among the people of Bali regarding the importance, benefits and responsibilities associated with the business of sustainable tourism; 5) to moderate and stimulate an ongoing and lively exchange of communications and ideas between the private sector and government; 6) the maximization of positive exposure for Bali vis the effective operation of the BTB media center; 7) and to enhance the skills and competency of BTB's members through training and educational opportunities.

Bali Tourism Board (BTB) Membership and Structure to be revamped. Specifically, the composition of the core stakeholders to be restructured to ensure a better reflection of key players and contributors to Bali's tourism.

• A new category of Associate Membership to be established to create a more inclusive and participatory approach to membership in BTB to encourage participation by the many facets of the community who are expressing an interest in BTB's vision and mission.

• The Managements Principles of BTB to include management by a Board of Directors drawn from core members who will, in turn, elect a Chairman to head the organization.

• Financial management of BTB to be transparent and made fully accountable with formal annual reports issued to all members.

BTB to create benchmarking mechanisms to measure and monitor BTB's performance.

• A system of regular communications to be introduced to all members of BTB reporting the organization's activities.

• Financial reorganization of BTB to include an annual membership fee, yet to be determined.

BTB to create opportunities for joint marketing programs in keeping with an overall marketing plan.

BTB to identify and pursue commercial opportunities for the benefit of Bali tourism.

BTB to seek financial support for tourism and BTB initiatives from the Government.

BTB to seek out major corporate partnerships and sponsorships to support its programs.

Repositioning and Branding

• After a review of branding and positioning statements (images, logos and slogans) currently under consideration, it was determined that none manage to meet the minimum criteria of a successful branding or positioning campaign.

• Because of the absolute importance of proper positioning and branding, it was determined to be essential that BTB be very carefully in formulating a strategic positioning and branding plan utilizing best practice and pre-launch testing.

• While BTB undertake the steps to identify and secure funding for a re-launch of Bali's tourism, a simultaneous consumer-based survey is 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 range of perceptions be considered to determine and verify Bali's Unique Selling Proposition (USP).

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