Indonesia Appoints Integra For Australian Tourism Campaign

 The Government of Indonesia has appointed Sydney-based Integra Tourism Marketing to launch a major tourism campaign targetting Australian travellers and the Australian travel industry.

The appointment marks the Government’s determination to ensure Indonesia remains close to the Australian outbound travel industry in its efforts to promote Bali and other important destinations in the archipelago.

Integra’s appointment was announced last night during a visit to Sydney by the Director for International Promotion of the Indonesian Ministry of Culture and Tourism, Mr Tatang Rukhiyat.

Mr Rukhiyat said Australia remained a crucial market for Indonesia’s tourism industry.

“Indonesia possesses varied cultures and natural landscapes and these assets are our key strength within the region,” Mr Rukhiyat said.  “Indonesia also has a natural advantage in being Australia’s closest Asian neighbor and often the first overseas destination that young Australians visit.”

Integra Tourism Marketing will implement a campaign involving:

§         Familiarisation visits to Indonesia for tour operators and travel media

§         An Australia-specific website aimed at both the travel trade and consumers, with factual data, downloadable images and media releases

§         Participation in Australian specialist travel marts

§         Advertising in travel trade media

§         Production of an up-to-date marketing kit for distribution to the travel trade

Mr Rukhiyat said planning for 2006 included an increased budget with greater marketing and promotion efforts, setting the groundwork to open a branded “Visit Indonesia” office in Australia in the near future. 

He said Indonesia was unlikely to establish a National Tourism Oganisation in Australia in the immediate future, on the advice of a detailed cost-benefit analysis carried out by the Ministry.

Addressing members of the Australian travel industry, Mr Rukhiyat outlined Indonesia’s advances in security and combatting terrorism. 

“Indonesia is tackling these issues resolutely and bringing terrorists to justice,” Mr Rukhiyat said.  “A tiny minority should not be allowed to overshadow the relations between our great countries.”

Mr Rukhiyat said Indonesia offered a wealth of destinations with a rich variety of nature, culture, shopping, ethnic groups and activities, as summarised by the current tourism motto “Indonesia – Ultimate in Diversity”.

“This diversity of culture can be experienced in the ecotourism of  destinations like Kalimantan and Sumatra, the perseverance of ancient traditions in Java, the natural habitat of the rare dragons in the Komodo islands as well as the beautiful natural landscape of Eastern Indonesia – all of which deserve to attract more Australian visitors,” Mr Rukhiyat said.

Visit the new Indonesia website www.visit-indonesia.com.au.