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November 21, 2002 Can this reputation be saved? Bali The short answer is: Yes, maybe. Tourism is one of the industries most dependent on word-of-mouth and public relations, and so the recent terrorist attack on Bali presents a fascinating public relations challenge. The Indonesian government is well aware that tourism represents some 10% of the country’s GNP and is committed to a multi-faceted program to restore travelers’ confidence in the island’s safety. Unfortunately, the word coming down from many a tourist’s government is “Don’t go to Bali.” This has had a strong negative impact on travel to the island paradise. The result is the ultimate war of words between governments. The outcome depends almost entirely on credibility, but neither side is doing terribly well on that score. The travel bans/warnings imposed by the US, UK and Australia are generating ire in the Asian media, since Asian countries posted no such restrictions on travel to America after September 11th. In fact, President Bush and Mayor Giuliani did exactly as their Indonesian counterparts are doing and employed every means—including their own bully pulpits—to encourage visitors to Come! and Stay! and Shop! For the
Indonesian government to be perceived as credible and to regain the
country's reputation as a safe tourist destination, it will have to
think far beyond increased ad budgets and better slogans. Heavy investment
in security measures—and heavy investment in publicity for
those measures—will be needed to put Bali back on the tourist map
for many Western travelers. |
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