HOW CAN INDONESIA'S TOURISM POTENTIAL BE REALIZED THROUGH SUSTAINABLE TOURISM AND EFFECTIVE MARKETING?

• Main Author: Hartono, Shannon
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80184
• Institution: Institut Teknologi Bandung

Indonesia is renowned worldwide for its wealth of nature as an exotic tourist destination. Being the largest archipelago on Earth and nestled within the Ring of Fire, Indonesia boasts an array of breathtaking destinations and natural wonders. However, despite its abundance of islands, a major portion of the tourism spotlight is fixated on a single island: Bali. Although Indonesia is rich in natural wonders, most of their most beautiful and unique destinations remain unknown to the international tourism market. This paper will explore the full potential of Indonesia’s tourism industry and what marketing strategies can do to elevate it in the international market. It will focus on how marketing strategies can create awareness for tourists on an international scale and highlight all the various destinations in Indonesia. It will also be discussing the role and implementation of sustainable tourism in these endeavors in order to properly process and develop tourism in the country. Devising strategies to promote tourism across other Indonesian islands is vital to this research. The research will go into leveraging digital marketing, social media, and online platforms to captivate a global audience. Sustainable tourism practices' pivotal role in catalyzing the industry, as well as bridging the cultural and linguistic gap in international communications, also takes the spotlight. This study in essence is meant to emphasize the significance and necessity of expanding Indonesia’s tourism beyond Bali’s borders. This can be achieved by properly implementing marketing strategies and sustainable tourism in order to encourage a broader range of destinations in the country and in turn garnering a broader audience from the international tourist market, which would also subsequently reduce over tourism in Bali. All these efforts will eventually fuel the nation’s economic growth and propel the tourism industry’s development.