Bali's provincial administration has reduced funding for tourism promotion for the 2010 fiscal year in order to increase its effectiveness.
Head of the Bali Tourism Office Ida Bagus Kade Subhiksu explained that conventional promotional activities were ineffective and a waste of money.
"We would focus on media promotions in a number of foreign television stations in Asian, Middle-Eastern and European countries among others," Subhiksu said.
The administration has allocated Rp 4 billion promotional funds, most of it would be used to produce various advertising products.
In addition to television promotion, Bali would also promote its tourism industry through websites.
"However, we would still hold some conventional promotions including family trips, travel marts, etc," Subhiksu said.
Promotional funds have in the past been prone to discrepancies. The Supreme Audit Board (BPK) recently found irregularities in tourism promotional funds amounting to Rp 3 billion.
I Gde Pitana, director of foreign promotions at the Culture and Tourism Ministry, explained that online and media promotions are important because a lot of potential tourists use internet services while planning holidays.
"But, conventional promotions are still needed since the forum provides direct communication with decision makers in international tourism industries," Pitana said.
The Ministry has targeted 12 major tourist markets including Singapore (1.2 million tourists), Malaysia (1.28 million), Japan (450,000), Australia (690,000), China (550,000), Korea (250,000), Germany, Russia, the UK, France and India.
"We are working to achieve this year's target." Indonesia welcomed 6.9 million tourists in 2009, mostly from Japan, Singapore and Malaysia.
