Stunning Flores, wonderful Indonesia. The Ministry of Tourism for the Republic of Indonesia re-launched their Wonderful Indonesia campaign in December 2014. The campaign is designed to bring unity to tourism marketing and branding throughout Indonesia, all the while promoting the area and the incredible opportunities for tourists and investors alike.
The campaign, featuring the iconic swirls of the Garuda, was originally launched in 2011, replacing the ‘Visit Indonesia Year’ campaign branding. With tourism such a key focus of the government, investment into the Wonderful Indonesia international campaign and the Pesona Indonesia domestic campaign, has seen tourist business and local enterprise develop concurrent marketing campaigns, further endorsing the Wonderful Indonesia message.
The Ministry of Tourism was given an $88 million USD budget for the Wonderful Indonesia campaign, and considering the goal is to attract 20 million international tourists by 2019, this budget is crucial to supporting growth, development, and local marketing ventures.
Under current administration, the government has also taken steps to make staying in Indonesia easier, with visa requirements waived for many countries. Another significant change was to allow passengers on cruise ships to have the ability to disembark in various locations around Indonesia before continuing their travel around the port or harbour and further.
Wonderful Indonesia has had direct impact on tourist numbers to the region, with key contributors to the campaign successfully partnering with celebrities to promote and endorse holidaying within Indonesia. An increase in tourist numbers will see investment opportunities rise significantly, with development in the infrastructure for the burgeoning industry, plus a more sustainable approach to community projects and environmental work.
Flores has seen a benefit from this investment in marketing and infrastructure with many holiday and lifestyle experts tipping Flores and its surrounding islands to be the next big thing in travel and tourism to Indonesia. Offering a new experience to the very popular Bali holiday destination, Flores is a destination to be explored and the substantial investment into the area for community projects and infrastructure, has certainly extended the reach of the Wonderful Indonesia campaign.