DIPLOMASI KOMERSIAL INDONESIA DALAM MENINGKATKAN JUMLAH KUNJUNGAN WISATAWAN MANCANEGARA MELALUI BALI BEYOND AND TRAVEL FAIR TAHUN 2021-2024
DOI:
https://doi.org/10.21274/ar-rehla.v5i1.10825Keywords:
pemerintah, bisnis, diplomasi komersial, bali beyond dan travel fair, pariwisataAbstract
Abstrak: Penelitian ini mengkaji mengenai upaya yang dilakukan pemerintah dan pelaku usaha di sektor pariwisata untuk meningkatkan jumlah kunjungan wisatawan mancanegara selama periode 2021 hingga 2024. Penurunan jumlah wisatawan mancanegara pasca pandemi COVID-19 menjadi perhatian khusus pemerintah dan pelaku usaha karena berdampak pada ketidakstabilan ekonomi dan popularitas pariwisata di Indonesia. Penelitian ini bertujuan untuk menganalisis kebijakan, program, dan aksesibilitas untuk meningkatkan kunjungan wisatawan mancanegara. Metode penelitian yang digunakan dalam penelitian ini meliputi analisis kualitatif terhadap laporan perkembangan jumlah kunjungan wisatawan mancanegara, laporan organisasi pengelola destinasi, dan data-data yang terkait dengan Bali Beyond and Travel Fair (BBTF), jumlah kunjungan wisatawan mancanegara, upaya pengembangan pariwisata. Hasil dari penelitian ini menunjukkan bahwa melalui program pameran dagang internasional Bali Beyond dan Travel Fair, pemerintah dan organisasi serta pelaku bisnis pariwisata telah berhasil melakukan kerjasama untuk meningkatkan jumlah kunjungan wisatawan mancanegara dari berbagai perspektif. Dari segi bisnis, upaya yang dilakukan adalah mengedepankan promosi pariwisata Indonesia, khususnya Bali dan sekitarnya, dengan menciptakan inovasi-inovasi untuk mendukung peningkatan penjualan paket-paket wisata. Dari sisi pemerintah mengupayakan kemudahan akses pasar, koneksi, dan kebijakan-kebijakan yang berlaku selama program berlangsung.
Kata Kunci: pemerintah; bisnis; diplomasi komersial; bali beyond dan travel fair; pariwisata.
Abstract: This study examines the efforts made by the government and business actors in the tourism sector to increase the number of foreign tourist visits during the period 2021 to 2024. The decline in the number of foreign tourists after the COVID-19 pandemic is of particular concern to the government and business actors because it has an impact on economic instability and tourism popularity in Indonesia. This study aims to analyze policies, programs, and accessibility to increase foreign tourist visits. The research methods used in this study include qualitative analysis of reports on the development of the number of foreign tourist visits, reports of destination management organizations, and data related to the Bali Beyond and Travel Fair (BBTF), the number of foreign tourist visits, tourism development efforts. The results of this study show that through the Bali Beyond and Travel Fair international trade show program, the government and tourism organizations and businesses have successfully cooperated to increase the number of foreign tourist visits from various perspectives. In terms of business, the efforts made are prioritizing the promotion of Indonesian tourism, especially Bali and its surroundings, by creating innovations to support the increase in sales of tour packages. From the government side, it seeks easy access to markets, connections, and policies that apply during the program.
Keywords: government; business; commercial diplomacy; bali beyond and travel fair; tourism.
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