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Tourism Target Finally Lowered

Tourism Department Finally Admits Original Targets for 2001 Must be Lowered. 'My Indonesia' Smile Campaign launched.

(12/9/2001) Indonesia's Minister of Culture and Tourism, Mr. I Gde Ardika has finally relented, admitting that the foreign exchange target of US$ 5.3 billion will not be reached in 2001.

Pointing to the after-effects of the events of September 11 in the U.S.A., the Minister noted how nation-wide arrivals increased by only 2.8% for September and dropped by 15.81% in October. As a result, the Government has finally relented, reducing arrival targets for 2001 from 5.4 million to 5.2 million visitors. Assuming the reduced target is achieved, this would still represent a 3% improvement over total arrivals for the year 2000.

In order to rebuild Indonesia's tourism arrivals, Indonesia has launched a new TV advertising campaign now airing on CNN, BBC and other media. The campaign, My Indonesia: Just a Smile Away, features eleven year old singing sensation Sherina in dramatic musical setting filmed across the archipelago.

Reportedly, some 550 sixty-second spot ads have been booked on CNN and 280 similar spots on the BBC featuring the "My Indonesia" campaign.