Many countries in the world, including Indonesia, choose tourism as a leading supplier of foreign exchange sector because tourism is believed to be the world’s largest service industry. The twenty-first century popularly known as the ‘Asia-Pacific Awakening Century’ has dragged the tourism of Indonesia to get involved in the tight competition against other countries in the ASEAN region having the same goal.
One of the efforts that should be carried out continuously to intensify the tourism is promotion. The most effective means of promotion is the mass media, both print and electronic media. Bali Travel News is a tourism publication tabloid published by the Bali Post Media Group and first distributed on December 4, 1998 in 2 (two) formats;
Some of the sections highlight the Balinese culture and update tourist information such as: Cover Story, Reader’s Letters, Opinion, Balinese Life, Food & Beverage, Who’s Who, Looking Back at Your Activity, General Information, Gallery, Sport & Recreation and Our Guest. Bali Travel News (English edition) puts more emphases on the mission of positive publicity and promotion.
With the existing sections such as: Bali Update, Art & Cultural Dialogue, Save Our Destinations, Entertainment Corner, etc., the Image (Indonesian edition) is expected to be an appropriate medium for public education in the field of tourism, as well as a disseminator of information, controls, and entertainment facilities as implied in the primary function as an institution of the press. In today’s era of globalization, tight competition occurs in many areas, one of which is in the tourism industry. One of the ways to achieve an accurate market access is by taking control the Internet (international network) telecommunication technologies. Various products and services promoted via the Internet are popularly known as online advertisings.
Bali Travel News (BTN) carries some sections on the art activities, culture and the people of Bali linked to tourism. Currently, BTN can be accessed around the world through the BTN Online with the website at http://www.bali-travelnews.com. A surprising fact indicates that until early 2005 BTN Online has been accessed in more than 100 countries worldwide with an average of 500 unique visitors per day as loyal readers. More proudly, 87 percent of those visitors came from overseas such as Japan, Australia, Britain, the Netherlands, the United States and other European countries. It is truly effective to promote Bali tourism in particular and Indonesia tourism in general because the readers of BTN Online are not only foreign tourists but also foreign businessmen.
BTN Online can be accessed easily and quickly. Just by typing the keywords like bali, bali travel, bali news or bali travel news, BTN Online can be searched on top page in the leading search engines such as Google, Yahoo, Alta Vista and others. These three search engines are listed as the most popular on the internet. BTN Online has been equipped with Extreme Tracking to find out objectively and transparently the number of visitors, country of origin and their order on every visit. The main readers consist of foreign tourists coming to Bali and the expat circles. Tourism perpetrators in Bali make BTN as a reliable reference as well as effective medium of campaign. Meanwhile, general public and the students make BTN as a reference as well as
trustworthy source of tourist information.