Promotion Strategy for Labuan Bajo as a Premium Destination

Labuan Bajo Flores Authority Implementation Agency

August 2020 – November 2020

Following Labuan Bajo’s designation as a super-priority and premium destination, a promotional strategy is necessary to strengthen Labuan Bajo’s destination positioning. This region includes the prestigious Komodo National Park, recognized as a Biosphere Reserve and UNESCO World Heritage Site.

However, the global COVID-19 pandemic has brought massive changes to industries worldwide, especially the tourism sector. Therefore, it is crucial for destination managers to understand tourism scenarios in the pandemic era, predicting and devising strategies to welcome tourists by adjusting to the New, Next, and Post-Normal phases.

In the Next Normal phase, as countries begin vaccine distribution, tourism is expected to resume, with short-haul travel dominating destination visits. Subsequently, in the Post-Normal phase predicted to occur in 2022, long-haul tourism is anticipated to regain momentum.

In addition to understanding potential tourism scenarios, it is essential for Labuan Bajo Flores destination managers to comprehend the behavior of tourists deciding to visit a premium destination. Labuan Bajo, targeting premium tourists, must acknowledge the differing behaviors and preferences among premium tourist segments. Therefore, effective marketing, especially promotional strategies, is crucial to align Labuan Bajo Flores’ communication and marketing programs with the preferences of the targeted premium tourists.

The objectives of the Labuan Bajo Flores Authority’s Promotion Strategy project as a Premium Destination are as follows:

• Identify the perceptions, behaviors, and desires of premium tourists, considering the tourist journey stages (Dreaming, Planning, Booking, Experience, Sharing).
• Identify the concerns and expectations of premium tourists related to the Labuan Bajo Flores destination.
• Assess the effectiveness of promotional channels, evaluate marketing activities, and measure the level of acceptance of tourism products in Labuan Bajo.
• Develop promotional strategy recommendations aligned with the preferences of premium tourists.