High-Yield Tourism23 Jul 2025

Turning Around Indonesia's Underperforming International Tourism Marketing, with Nur Wulan T

“Indonesia has the potential to lead in eco-tourism, in cultural heritage and in Muslim-friendly tourism, but only if we pair them with clarity, consistency and digital response. It tries to promote everything all at once, which dilutes the message.” A vast, beautiful and complex country, Indonesia is the world’s largest archipelago nation and home to Asia’s fifth-largest economy and the planet’s 4th-largest population. But tourism is disproportionately concentrated in Bali, which recorded 45% of inbound arrivals to Indonesia in 2024. In South East Asia, Indonesia lags behind Thailand, Malaysia, Singapore and Vietnam for tourism, attracting 13.1 million visitors in 2024, while generating 1.02 billion domestic trips. So why does it continually underperform for inbound tourism? This week, Gary is joined by Bali-based travel professional Nur Wulan T, who has worked for leading travel players like Garuda, Traveloka, Tiket.com, Oyo and STAAH, and is a speaker on tourism and hospitality issues. We discuss Indonesia’s infrastructure deficit, high domestic flight prices and Bali’s long-touted second airport. Plus we asses the mixed progress of Indonesia’s 5 Super Priority Destinations, Lake Toba, Borobudur, Labuan Bajo, Mandalika and Likupang. and the potential of Sumba and Papua. And, we look at what can be learned from Malaysia, UAE, Saudi Arabia and Japan, which are pushing creative boundaries in Muslim tourism.

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Episoder(23)

Can the SOAR Framework Elevate the Quality of Destination Development?

Why does tourism need its own strategic development model?Each destination is unique, and is at a different stage of its lifecycle. And tourism isn't even an industry, it is a collection of services. ...

7 Okt 202529min

Why the Economic Geography of Tourism Really Matters to Destinations

"Spatial, economic and social processes shape tourism development - and tourism, in turn, reshapes economic spaces.” This week, Gary chats with Joao Romao, Associate Professor at Yasuda Women’s Univer...

24 Sep 202532min

Can Youth, Backpacker & Adventure Travel Help Double Tourism Turnover in New Zealand?, with Haydn Marriner, BYATA

“Youth travellers are the biggest spenders in New Zealand. They stay a minimum of 8 weeks, and visit between 7 and 9 regions which gives us fantastic national dispersal.” New Zealand has historically ...

18 Sep 202525min

Where Martial Arts Meets Cultural Heritage & Participative Tourism

Inspired by a visit to a sumo tournament in Japan, this week's show explores how destinations build themed tourism experiences around the ceremonies and customs of ancient martial arts. Gary and Jens ...

2 Sep 202528min

Making Accessible & Inclusive Travel More Meaningful, with Yock Song Law, Ludus Lab/Accessible Singapore

"For differently abled people, it can be frightening to travel overseas. There is often a gap in information about accessible services to help them plan and manage their trips." These challenges are e...

21 Aug 202534min

High-Yield Tourism vs High-Value Tourism: What Are The Differences - And Why Do They Matter?

"Attracting high-value tourists is an easy claim for destinations, but building a customised high-yield tourism strategy is complex and challenging." In recent months, we've noticed that the terms Hig...

12 Aug 202533min

The Future of High-Yield Tourism is Showcased at Expo 2025 Osaka

This week, High-Yield Tourism’s Co-Founder Dr. Jens Thraenhart visited Expo 2025 Osaka with his young daughter. In our new podcast, Gary and Jens discuss how forward-thinking destinations are using th...

7 Aug 202532min