Indonesia intends to triple its international tourist arrivals by 2018 in a bid to boost its flagging economy, weakened by a sliding rupiah and global slowdown.The archipelago state has seen steady growth in the number of visitors in recent years, with arrivals growing by more than seven percent last year to 9.44 million.Early this year, the Ministry of Tourism was asked by the Joko Widodo administration to raise the tourism sector contribution from nine percent last year to about 15% by 2019.The Minister of Tourism, Arief Yahya, however has greater plans. “We have high ambitions to bring in 20 million more tourists within the next two to three years,” he said, announcing the appointment of Ogilvy Public Relations to drive the “Wonderful Indonesia” branding campaign.“This year, ‘Wonderful Indonesia’ ranked 47th as the best branding in the world out of 144 countries, by the Travel and Tourism Competitiveness Index,” added Arief, referring to the World Economic Forum-led index. “We are extremely proud of this and are determined to continue the momentum.”The ministry now has a budget of 1.3 trillion rupiah (S$135 million), allocated for the promotion of tourism in the current year. The amount is more than four times the 300 billion rupiah last year, as pointed out by spokesman Vincent Jemadu.Indonesia will be promoted through international media, including prominent travel and natural science magazines, as well as television advertisements overseas.
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Go back to the enewsletterSwitzerland Tourism has unveiled a campaign centred around the European country’s culinary offering, called Taste My Swiss City. Curated and compiled by local foodies, the self-guided culinary tours are offered in 11 Swiss cities and include up to 7 hand-picked restaurants, bars, bistros and cafes, linked by leisurely walks.The strategy behind the Taste My Swiss City campaign is simple, says Switzerland Tourism’s Director for Australia and New Zealand, Mark Wettstein.“We created special city experiences for visitors from a surprising perspective to help them “temporarily” become a part of Switzerland for a brief moment. The guests will discover the city through the eyes of a local. The quality of life, the Swiss lifestyle and the density of experiences in our boutique towns are the main focal points,” Wettstein told LATTE this week.The program will also help visitors gain a better understanding of the local ways of life, culture and the ongoing evolution of the cities.Switzerland Tourism enlisted a diverse mix of foodies coming from different walks of life and professions, including perfumery, watchmaking and photography. Their common attribute is a passion for food. And it’s “much more” than just a dine-around program, insists Wettstein.“The unusual menu comprises four to seven stops and the walking tour is not only a chance to explore the city away from the mainstream spots, but also to see a different side of the city’s food scene. The rather different view of the culinary landscape is thanks to the insiders, who will guide you through the city, virtually. Whether trendy, cultural or elegant, guests can choose a culinary expert to suit their tastes and be amazed by their great tips! It’d be quite unlikely for a visitor to discover that tucked-away pub, little bar or rooftop garden without the help of a local,” Wettstein explained.“With the selection of restaurants, the aim is to have the visitors experience something special at every single stop. For this reason, guests will not simply be served up something from the menu, but instead, a special little delicacy created just for this tour.“The dish will be big enough to satisfy, but not so much that you feel too full to enjoy the next stage of the tour, where the next restaurant and next course of this special urban surprise menu awaits. So with guests being served a tasting snack or drink at each stop, at the end of the tour, they will have consumed roughly the size of a tasting menu while discovering some unusual places around the city.”Taste My Swiss City tours are available in Basel, Bellinzona, Bern, La Chaux-de-Fonds, Lausanne, Locarno/Ascona, Lugano, Lucerne, Neuchâtel, Vevey/Montreux and Winterthur. To participate in one of the culinary tours, visitors need to book online and receive a ticket. Upon presentation of the ticket at the participating eateries on the chosen tour, they will be served a specialty dish or drink.Travel agents can earn commission on Taste My Swiss City packages when booking through Excite Holidays.See www.MySwitzerland.com/tastemyswisscity.To find out more about the foodies and their background stories, go to https://www.myswitzerland.com/en-au/taste-my-swiss-city-persona-interviews.htmlGo back to the enewsletter