John King

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John King

• Managing Director
• Global Tourism Leisure Pty Ltd.

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October 12th Aftermath

• Lessons For and From Bali

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Case Studies

• Luxor
• Sri Lanka
• Port Arthur (Tasmania)
• UK (Foot Mouth)
• Fiji (1988 2000)
• New York (Post 9/11)

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Common Success Elements

• Consistent and reliable information
• Consumer and channel research
• Integrated comprehensive strategy
• Reassurance - particularly safety
• Strong coordination of resources and activities

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Common Success Elements -cont.

• Strong cooperation - Govt./Industry
• Endorsement from opinion leaders
• Implementation of integrated marketing program
• Rebranding, repositioning and development
• Ongoing monitoring

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Things That Make Bali Different

• Biggest problem faced by any country - WTO
• Background of increased terror
• Bali is the locomotive of Indonesian tourism
• Long-haul markets in prior decline
• Significant long-term decline in revenue

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Strategic Focus

• Re-establish (Short Term)
• Reassure stakeholders raise awareness. Restore
  confidence and credibility
• Ensure Bali is part of traveller consideration
• Build (Medium Term)
• Strengthen Balis desirability product
  enhancement
• Ensure safe and simple passage - accessibility.
  Target visitors from key markets/segments
• Expand (Long Term)
• Increase visitor demand branding,
  re-positioning
• Establish new reasons to visit Bali product
  development
• Enhance market segments, yield

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Consumer Qualitative Research

• Past travel behaviour
• Influence of current environment
• Bali - the bombing and its effect
• Experience perceptions of Bali as a tourist
  destination
• Way forward for Bali

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10 Targeted Interviews in Key Markets

• Travel agents organisation
• Outbound tour operators association.
• Biggest 2nd biggest travel retailer
• Key Airline connecting Bali/Indonesia
• Bali tour wholesaler
• Editor of main newspaper travel industry mag.
• Exec from Travel Insurance provider
• Foreign Office official

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Mission of Strategy

• To restore tourism to Bali, achieve rapid
  economic recovery and establish a more
  sustainable basis for future tourism development
  throughout Indonesia.

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Objectives of Strategy

• Restore confidence, desire intention
• Focus all resources in short term on increased
  visitor arrivals
• Bring government industry efforts together
• Maximise private sector involvement
• Have consistent, credible message

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Objectives of Strategy, cont.

• Address brand, development cultural issues (med
  - long term)
• Develop sustainable visitor experiences
• Ensure ICTB real and perceived leadership
• Harness international goodwill
• Provide best practice blueprint for Indonesia

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Completing the Job

• Recovery much more than just getting visitors
  back to Bali

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