Bali Tourism as a Three Ring Circus?

(1/10/2009)

BeritaBali.com reports that Bali tourism promotion recently came in for pointed criticism delivered by the Island's governor Made Mangku Pastika.

Comparing Bali's tourism promotional efforts to the workings of a badly organized three-ring circus, Pastika labeled Bali's tourism marketing as ineffective and inefficient. The governor complained that the results achieved by tourism promotion compare poorly with the amount of money expended. Elaborating further, he said the billions of Rupiahs spent to promote tourism were more decorative than meaningful, focused on "playing" at tourism as opposed to "working" for the tourism industry,

Pastika went on to say: "There are many cultural delegations sent abroad. When they arrive at their overseas destinations they typically perform before the Indonesian embassy. What use is that? It's like a circus group without a clear mission."

The Governor called on Bali's tourism promotion team to spend the billions of Rupiahs now dedicated to cultural missions be diverted to international television promotion. Underling his message, Pastika said: "Make quality tourism promotion films. After that, show them on CNN and other international television channels. That will be far more useful than stage performances presented abroad."

For 2009 Bali's promotional budget has been reduced from Rp. 5 billion to only Rp. 4 billion. [See: Bali Tourism Promotion Budget Reduced for 2009].

Closing his remarks with a final rebuke, Pastika said: "Tourism promotion groups which used to number 7 or more people should be reduced in size. Government officials with a third echelon rank or below should participate in such groups. Those promoting tourism abroad must also be people who really work to promote tourism, and not be on an overseas shopping trip."