The Provincial Government of West Nusa Tenggara (NTB) is redesigning its tourism branding strategy by prioritizing the concept of quality tourism. This shift marks the government’s effort to move away from the long-standing paradigm that emphasizes visitor numbers alone.
Head of the NTB Tourism and Creative Economy Office, Ahmad Nur Aulia, said the new branding is being developed in collaboration with two other provinces and involves various stakeholders.
“This branding is designed for the long term. The concept is universal, not segmented, but focuses on enhancing the quality of the tourism experience,” Ahmad said.
According to him, quality tourism requires a balance between increasing visitor numbers, environmental protection, and the preservation of local culture. This approach is considered crucial to ensure that tourism growth does not lead to adverse social and ecological impacts.
The concept of quality tourism will encompass various segments, ranging from Muslim-friendly tourism, wellness tourism, and cultural tourism to ecotourism. Through this strategy, NTB is expected to build a reputation as a sustainable, world-class destination.
“If quality is maintained, the impact will be greater and more sustainable for the community,” Ahmad added.
