Workshop: Enhance the Destination Marketing Strategy of Toraja, Indonesia

This activity was part of the Sustainable Tourism Development Indonesia project and focuses on coaching national tourism organizations (NTOs), Destination Management Organisations (DMOs) and business support organizations (BSOs) and/or public-private partnerships (PPPs) concerning the aspects of destination marketing, branding, and promotion.

The aim of the project was to increase the number of tourists from the markets of the European Union to Indonesia by strengthening the capacity of Business Support Organisations (BSOs) to support the private sector. The expert on institutional capacity building (BSO) will work in the tourism program in Indonesia with the objective to develop capacity among selected Regional Tourism Boards, selected tourism support organizations and the Indonesian Ministry of Tourism in the field of destination marketing and branding and tourism marketing.

Products

Year

2017

Country

Indonesia

Type of activity

  • Capacity building BSO
  • Strategy development
  • Training

Year

2017

Country

Indonesia

Type of activity

  • Capacity building BSO
  • Strategy development
  • Training

The project is envisaged to consist of:

  • facilitating the development and implementation of a national and/or regional sector export marketing strategy for the promotion of tourism on the European market;
  • enhancing marketing and promotion capacities of DMOs and BSOs in selected regions of Indonesia;
  • capacity building for destination branding on a national and/or regional level (if part of the marketing and promotion strategy);
  • supporting EU market entry in tourism in terms of destination/product promotion.

On request of Swisscontact, this became more of a workshop/stakeholder session than a working session in a small group in Toraja.

Participants Profiles

The participants who joined the training in Toraja came from quite diverse backgrounds: local government, Tour & Travel Association, and DMO Toraja plus additional participants from Wakatobi.

Objective

The objective of the 2-day training was:

  • To support the Team of Toraja Tourism Promotion with the development and implementation of a strategic marketing plan with an emphasis on the strategic use of the marketing instruments to achieve substantial growth in tourism arrivals at the destination.
  • To support the Team of Toraja Tourism Promotion with effective Roadshows towards (international) tour operators and influencers (press, bloggers).

Activities

  • Facilitate 2 days training session incl. presentations, facilitation of discussions and assignments, and sharing of experiences from Flores Tourism Promotion.
  • Prepare presentation material and assignments for the training sessions.

Results

  • The participants have a better understanding of enhancing destination digital marketing strategy, and which instrument to use for which purpose.
  • The participants are able to design and implement an effective mix of the marketing instruments towards the priority target markets and B2B and B2C customer profiles.
  • At the end of the training, the participants have a better understanding of the key success factors for Roadshows.
  • The participants are able to prepare and implement an effective Roadshow.
  • The trainers have insight into specific knowledge or skill areas that may need follow-up attention to sustain or enhance the impact of the capacity building.

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