Marketing Strategy for Tourism Destination Management Organization in Flores, Indonesia

Activities

• Stakeholder mapping.
• Focus groups and stakeholder sessions held to assess priority needs and targeted market.
• Development and intervention design of a branding focusing on Unique Value Proposition of the destination.
• Development of printed and digital promotional tools of the destination.
• Collaboration with media partners.
• Connecting local stakeholder to international buyers through tourism trade show participation, familiarization trips for EU and UK based tour operators, media trip for the national and international press.
• Development of digital marketing platforms; website, travel app.
• Development of and actively updating content on digital promotional tools of the destination; website, social media.
• Development of printed promotional tools of the destination.
• Development of regular stakeholder’s meeting concept to receive feedbacks and updates from local stakeholder.
• Developing Products and Services of DMO: • Assessment of new tourism objects and development of tour package. • Development of market intelligence of the destination. • Development of Tourist Information Centre. • Development of retail products as official destination’s merchandise. • Development of services from DMO to stakeholder in collaboration with tourism association (hospitality training, digital marketing training, trade fair participation training). • Development of advertising scheme for local stakeholder on DMO’s printed and digital promotion platform.
• Development of funding proposal and lobbying the local and national government and stakeholder.
• Development of business plans.

Results

• International recognition branding of destination.
• International recognition in tourism tra.
• Successful branding of the destination Flores, Indonesia.
• International recognition in tourism trade shows (ITB Berlin, WTM London, ITB Asia and many more).
• Market linkages established with international buyers/tour companies.
• Familiarization trip for European tour operators organized and conducted in collaboration with local stakeholders.
• International media exposure of the destination.
• Products and Services of DMO established (tourist information centre, official merchandise, travel guide books, travel map).
• Business Plan for DMO’s sustainability is established.
• Social media channels established with 500,000+ reach.
• Official Website www.florestourism.com up and running with 300,000 monthly web visitors.
• Shows (ITB Berlin, WTM London, ITB Asia and many more).
• Market Linkage is established where DMO act as the intermediary of the local stakeholder with international buyers.
• Familiarization trip for European tour operators is conducted in collaboration with local stakeholders.
• International Media exposure of the destination.
• Products and Services of DMO are established (tourist information centre, official merchandise, travel guide books, travel map).
• Business Plan for DMO’s sustainability is established.
• Social media channels established with 500,000+ reach.
• Official website www.florestourism.com is up and running with 300,000 monthly web visitors.