Bali Beyond Travel Fair: Can the Event of BBTF Become Media of

Promotion for Tourism Development in Indonesia?

I. Ketut Budarma

, Gede Ginaya

, A. A. A. N. Harmini

, I. Gusti Made Wendri

, Ni Wayan Wahyu

Astuti

and I. Nyoman Kanca

Tourism Department Politeknik Negeri Bali,

Jl. Kampus Bukit Jimbaran, Kuta Selatan, Badung, Bali, Indonesia

Keywords: Bali Beyond Travel Fair, media of promotion, organizing event, tourism development,

Abstract: Tourism has become one of the important industries in the world nowadays. It is considered as a reliable

sector to improve the economic development in Indonesia. Bali Beyond Travel Fair (BBTF) is an annual

national tourism agenda as a business-to-business event for local travel industry players to sell travel packages

to foreign buyers. In this research, the survey was conducted toward the fifth edition of BBTF 2018 at Bali

Nusa Dua Convention Center from June 27 to June 30. Moreover, the interviews were also conducted

to sellers and buyers involved in the event for asking their perception about this event including the writer’s

direct practices as one of the seller representatives. BBTF, through its theme of Exploring the Colors of

Indonesia, have promoted the potential of Indonesia where Bali is utilized as a market place. The travel fair

will not only promote Indonesian destinations, but also be a global marketplace since this event is involving

buyers of 275 include travel wholesalers, retailers, agents, conventions and incentive organizers and 225

sellers from 40 countries. Therefore, BBTF is sticking to its main mission to market local destinations and

help the Tourism Ministry to achieve its target of attracting 20 million foreign visitors in 2018.

1 INTRODUCTION

Tourism has become one of the important

industries in the world today. This sector provides key

economic development opportunities for many

countries and means to improve the livelihoods of its

people (Armbrecht, 2014). Tourism is a uniform

service which involves mutual symbiose as an

industry. As it is stated in UNWTO “Tourism

comprises the activities of persons traveling to and

staying in places outside their usual environment for

not more than one consecutive year for leisure,

business and other purposes.” Another definition of

tourism can be found in Tourism Decree or UU

pariwisata No.10 th 2009 which is stated that

“Tourism is a wide range of tourism activities and

supported by various facilities and services provided

by the community, entrepreneurs, government, and

local government”. Indonesia as an archipelagic

country has various cultures from Sabang to

Merauke. Over 13,000 islands stretched out with the

five main lands, Sumatra, Java, Kalimantan,

Sulawesi, and Papua plus lots of small islands. Each

province in Indonesia has unique cultures and

traditions. Culture is the second most influential

dimension of a destination attraction (Ritchie and

Crouch, 2003 in Armbrecht, 2014). According to

Craig et al, 1994 (Armbrecht, 2014), culture is the

total sum of the ways of living built up by a group and

passed on from one generation to another. Culture is

an identity and an important factor is that individual

people are placed in local and national social

organizations, such as local government, educational

institutions, religious communities, work and

recreation.

Tourism as an economic sub sector represents an

industry with quickest and biggest development in the

world. That is the reason why tourism sector became

the prospective and competitive industry in this

globalization era. The phenomenon base on the fact

that progress of technology, have pushed very fast

growth number of domestic and international tourist

mobility from year to year. Tourism is also one of the

fast-growing industries in the world. Many countries

take tourism industry as one of its main flagships to

get foreign exchange for their country. For the

example countries which rely their income on tourism

industry are Hawaii and Thailand. Both countries are

successful make their tourism region to be one of

many popular tourism objects in the world. Hawaii

2032

Budarma, I., Giyana, G., Harmini, A., Wendri, I., Wahyu Astuti, N. and Kanca, I.

Bali Beyond Travel Fair: Can the Event of BBTF Become Media of Promotion for Tourism Development in Indonesia?.

DOI: 10.5220/0009938920322040

In Proceedings of the 1st Inter national Conference on Recent Innovations (ICRI 2018), pages 2032-2040

ISBN: 978-989-758-458-9

and Thailand have successfully attracted the tourist’s

attention to visit their country. In this case Indonesia

also participated to take role as tourism destinations

provider. Indonesia geographical location also can be

said strategic because it is located in between two

Continents, Asia Continent and Australia

Continent. Additionally, Indonesia is also located in

between two Ocean, those are Indian Ocean and

Pacific Ocean. Based on such a strategic position, it

makes the location of Indonesia at the Intersection

World or World Cross Position. In this position

Indonesia become the world center of the traffic lane.

In addition, Indonesia has a tropical climate that

become the main attractions same as other countries

which offer and develop tourism industries, such as

Thailand, Philippine and Hawaii.

According to Ekasari (2017) Tourism has become

one of the important industries in the world today.

This sector provides key economic development

opportunities for many countries and means to

improve the livelihoods of its people. Tourism is a

uniform service which involves mutual symbiose as

an industry. Indonesia has a potential to develop

tourism sector, since each province in Indonesia has

unique cultures and traditions. Culture is the second

most influential dimension of a destination attraction

(Ritchie and Crouch, 2003). According to Craig et al,

1994, culture is the total sum of the ways of living

built up by a group and passed on from one generation

to another. Culture is an identity and an important

factor is that individual people are placed in local and

national social organizations, such as local

government, educational institutions, religious

communities, work and recreation.

Indonesia is an archipelago country and it makes

Indonesia has a lot of customs and culture. Start from

traditional dances, songs, local languages to

traditional food from each region. This cultural

diversity becomes one of the tourist attractions for

Indonesia. Plus, with its nature that is already known

by foreign tourist, starting from the mountains,

beaches, waterfalls, lakes, rivers up to the crater.

Tourism industry is very expanding in Indonesia and

has a big potency to develop the economic sector in

Indonesia. It is because tourism industry brings big

income for Indonesia called foreign exchange. Other

than that tourism is also possible to increase a job

field which is good for Indonesia as developing

country. One of the biggest contributors of foreign

exchange is a small island between Java and Lombok

Island. The name of that Island is Bali Island. Bali is

one of a thousand islands in Indonesia, as well as a

province of the 33 provinces. In the world, Bali is

famous as a popular tourist destination with a unique

variety of art, culture and its customs especially. Bali

is one of the best tourist destinations in Indonesia and

even in the world, that’s why Bali is called as “The

Island of God, The Island of Thousand Temples and

The Island of Paradise” and other various praises

name of Bali in tourism industry. The beginning of

tourism in Bali was started with the arrival of the

Europeans traveler who was sailing all over the world

for wealth (gold), spreading the religion (gospel) and

their glory and then, it was continued by the entry of

the Dutch army to Bali. Since the Dutch colonialism,

Bali seemed to be opened widely to foreigners

visiting Bali. They came for a few days of romantic

escapism and experiencing the delights of the island.

Bali was visited by foreign tourist, some of them

are few artist and writers that are inspired to write the

unique arts and culture of Bali. They have told the

story about Bali throughout all over the world,

through various media also they were informing

about it and this story is able to attract foreign tourist

to visit Bali. In 1920-1930s it has more than 100

visitors per month they came and enjoyed the beauty

of this paradise island with the purpose of feeling a

few romantic days and escapism the bustle of daily

routines. Walter spies was one of the tourists and he

is also the famous artist from German who came and

decided to build his small house and stayed in Ubud,

Gianyar, Bali and then he was followed by the other

artist who came from all over the world to study and

learn the Balinese unique arts and culture. While Bali

is known as a top beach resort destination in the Asia-

Pacific, it has also become a popular meetings,

incentives, conventions and exhibitions (MICE)

location, as evidenced by the increasing number of

international and regional events held over the past

few years.

Bali is standing firm as one of the most preferred

MICE destinations in the region, thanks to its

complete facilities, accessibility, and government

support, in addition to direct flights from most major

cities in the region, according to Bipan Kapur,

managing director of The Westin Resort Nusa Dua

(Sarahtika, 2018). "Convention centres in Bali offer a

combined capacity for up to 20,000 people. There are

up to 200,000 hotel rooms in various categories, state-

of-the-art audio-visual facilities, fibre-optic support

and toll-free highways that can drastically reduce the

travel time from the airport to the main MICE centre

of Nusa Dua. The hotel also manages the Bali

International Convention Centre (BICC), which can

seat up to 2,500 people for meetings. "The Westin

Resort Nusa Dua and BICC are a purpose-built

convention resort in Bali where guests can walk from

Bali Beyond Travel Fair: Can the Event of BBTF Become Media of Promotion for Tourism Development in Indonesia?

2033

their guestrooms to the meeting facilities, all under

cover." (Sarahtika, 2018).

Balinese culture and activities make the island the

ideal location for those who want to combine business

with pleasure, says Dario Orsini, general manager of

Sheraton Bali Kuta Resort (Sarahtika, 2018).

Therefore, cultural tourism is developed in Bali.” In

line with the theme of the cultural tourism, the

Indonesian government was launching “Visit

Indonesia” as the national tourism program and the

theme of Visit Indonesia year 2011 is Eco, Culture

and MICE. As a special occasion, Orsini believes

MICE business in Bali will remain stable and

improve slowly. He further states that "The key to win

business is trust, hence we always focus on building

trust with our partners. Secondly, being proactive in

reaching out to both loyal and returning clients as well

as potential new clients is of utmost importance in this

competitive environment. Lastly, according to Orsini

flexibility - not necessarily in terms of pricing should

be highlighted, but in terms of deciding and thinking

along with clients" (Sarahtika, 2018). Sylvain

Pasdeloup general manager of Sofitel Bali Nusa Dua

(Sarahtika, 2018), says the successful hosting of

various important international conferences such as

the Asean summit and the Apec summit is a testament

to the island's safe, pleasing and welcoming

environment for all visitors. In addition, according to

Pasdeloup (Sarahtika, 2018) MICE guests from most

countries worldwide also enjoy visiting Bali visa-

free. There are currently 90 countries that enjoy the

30-day visa exemption. The Indonesian government

also plans to add another 84 countries to the list. He

further stated that since Apec 2013 - the last major

international summit held in Bali - almost all major

infrastructure has been updated, which brings

improved convenience and accessibility in organizing

themed breaks to must-see places. As for competition

among resorts on the island, it isn’t seen any reason

to be worried, as each property has their own distinct

features to suit a wide range of preferences and tastes

(Pasdeloup in Sarahtika, 2018).

With the successful hosting of several

international and local events in recent years, Bali has

played a dominant role in the MICE industry, but the

market will also become more competitive (Puspa

Rianti in Sarahtika, 2018). Rianti says for hotels in

Bali, the key challenge will be keeping up with trends

and what's happening in the MICE industry globally.

She believes the island has great opportunities to

attract more MICE visitors with its culture, natural

beauty, and variety of accommodation and meeting

facilities. Rianti further states that the focus will be

more on the MICE market and plan to attract more

visitors to experience the hotels' facilities, food and

culture. The goal is not only to increase the number

of MICE visitors, but also to invite them to

experience the tourism and make them stay longer.

This insight on MICE is not apart from the multiplier

effect of its economical side, especially for

empowering the society. Align with this point of

view, Gde Pitana the Deputy Ministry Tourism and

Economic Creative (BBTF, 2018) highlighted that a

major consultancy executive of event organizers

anticipates an event will attract visitors from outside

the area whose expenditures while they are there

represent an infusion of new wealth in to the

community. As a matter of fact, Gde Pitana further

states that the goal of organizing an event is going to

generate a lot of money. This evidence can be

analogically illustrated as “The fees obtained from

festival and events are like a religious tithe paid to a

priest to come bless some endeavor”. Therefore,

many people have vested interests related to the

execution of festivals or events. Despite the

discrepancies occur because of different assumptions

concerning its organization, the festival and events as

well as their side business certainly brings economic

benefits as an economic impact that causes the

economic returns to the community and these returns

will often exceed its investment which has become a

critical requirement for event organizers.

Having the potential of tourism either in the form

of natural beauty and cultural uniqueness that spread

throughout Indonesia, the government has attempted

to dig it in by developing tourism of eco, culture,

man-made, culinary, spiritual, and MICE. For

example, "Cultural tourism can be broadly defined as

travel motivated by the desire to experience a

destination's culture" (Cole in Ekasari, 2011).

Therefore, the Indonesian government launched the

Indonesian tourism program "Visit Indonesia" and

the theme of the Visit Indonesia program in 2011 is

eco, culture, and MICE. Cultural tourism is one of 3

types of tourism targeted by the Provincial Tourism

Office like in Bali Province. In relation to the tourism

development in Indonesia, the annual Bali and

Beyond Travel Fair, or BBTF, is set to return for its

fifth edition at Bali Nusa Dua Convention Center

from June 27 to June 30. This year, the travel fair will

not only promote Indonesian destinations, but also be

a marketplace for other countries (Sarahtika, 2018).

Organized by the Bali chapter of the Association of

the Indonesian Tours and Travel Agencies (Asita),

BBTF is a business-to-business event for local travel

industry players to sell travel packages to foreign

buyers. Buyers include travel wholesalers, retailers,

agents, conventions and incentive organizers. The

ICRI 2018 - International Conference Recent Innovation

2034

Tourism Ministry, BBTF's main sponsor, has been

working to turn the event into a marketplace with

more sellers from overseas, but South Korea Tourism

Organization was the sole foreign seller in BBTF

2017.

Tourism Minister Arief Yahya said during last

year’s fair he wanted BBTF to be "a global

marketplace" on par with the ITB Berlin show in

Germany. This year, more countries have confirmed

they will be attending the event, including Vietnam,

United Arab Emirates (UAE), Bhutan, Myanmar,

Cambodia and Thailand. "Thailand even booked a

pavilion because they are bringing 10 industry

players," BBTF chairman Ketut Ardana told the

Jakarta Globe on Thursday (22/03) during a media

visit (Sarahtika, 2011). He said foreign sellers should

be welcomed at BBTF, and that the Indonesians do

not need to worry about competing with them. Ketut

said BBTF 2018 will be attended by a total of 275

buyers and 225 sellers from 40 countries. BBTF is

also sticking to its main mission to market local

destinations and help the Tourism Ministry to achieve

its target of attracting 20 million foreign visitors in

2018. This year’s fair will set aside a pavilion to

promote the ministry’s 10 top priority destinations,

dubbed as the "10 New Balis." There will also be a

post-event tour to show the potentials of nearby

tourist destinations Banyuwangi (East Java), Kupang

and Lembata (East Nusa Tenggara) and Tana Toraja

(South Sulawesi). The 2017 fair recorded a Rp 5.6

trillion ($408.8) turnover from 174 sellers and 198

domestic and foreign buyers. Ketut said this year they

expect the number to reach Rp 7.8 trillion.

Based on the description discussed in the above

background, there are some issues related to the

BBTF event:

1 How can BBTF attract the tourism business

industry worldwide?

2 What is the perception of sellers and buyers

about this event?

3 What efforts have been made by the government

to promote this event to the larger scale?

2 METHODS

Based on the description of BBTF in the above study

background then the research method applied in this

study is a descriptive qualitative research. In general,

this study aims to determine the potential of BBTF as

an event of tourism promotion in Nusa Dua, Bali to

be developed as a worldwide event in order to gain

more potential and high-quality buyers. In addition, it

will introduce and promote some new tourist

destinations beyond Bali which are being attempted

to be developed. The data used are secondary data and

primary data. Secondary data is data obtained from

the BBTF library, namely the information of the event

accessed in the website and the travel kit from the

travel agent. While the primary data is data obtained

directly based on the results from in-depth interviews

with some stakeholders of the event organizing

committee, practitioners of event organizer, and

observation directly to the event done by the author

as a seller.

The location of the research Bali Nusa Dua

Convention Centre (BNDCC) by taking the BBTF for

the object of research. The study was conducted for 4

days. Samples were taken at random using survey

techniques and inter views. The data consists of

primary data which the answer of respondents is

consisting of 50 sellers and 20 buyers who fill in

questionnaires and answer interview questions, as

well as interviews with the head of organizing

committee and the deputy of the Tourism and

Creative Industry Ministry. The data collected will be

in the form of tables, pictures and information. Then

the data will be analyzed using descriptive analysis,

which means that the data will be described and

interpreted in the form of research results.

3 RESULTS AND DISCUSSION

3.1 BBTF and the Record Attendances

The premier International Tour and Travel Exhibition

in Indonesia, Bali & Beyond Travel Fair (BBTF)

2018 was held from 26 to 30 June 2018 at the Bali

Nusa Dua Convention Center (BNDCC) with the

theme "Exploring the Colors of Indonesia". The

participants of the event were 225 buyers from 48

countries, 230 sellers including from 3 new countries

that will participate are Thailand, Vietnam and United

Arab Emirates. This event was also attended by 33

international media, 21 national media and 40

industries facilitated by Badung regency government.

I Ketut Ardana (Bali Beyond Travel Fair, 2018) said

that "BBTF 2018 is proud to be part of the growth of

tourism in Indonesia. Through the theme of Exploring

the Colors of Indonesia have promoted the potential

of Indonesia where Bali is utilized as a market place.

According to the Minister of Tourism of

Indonesia, Arief Yahya (Bali Beyond Travel Fair,

2018) BBTF represents the spectrum of tourism at all

levels. Including the hospitality sector, travel

agencies, National Tourism Organizations,

conventions and travel agencies, travel technology

Bali Beyond Travel Fair: Can the Event of BBTF Become Media of Promotion for Tourism Development in Indonesia?

2035

companies, MICE and corporate travel

representatives as well as new regional destinations.

Arief Yahya (Bali Beyond Travel Fair, 2018) stated

further that "Our biggest challenge is to build a

harmonious synergy between all entities, local

governments and all sectors, thereby creating the

concept of Indonesia Joining. By 2019, the Ministry

of Tourism has set a target to push Indonesia into the

top 30 countries in the world. Increased 12 levels

among all 141 countries in the Travel & Tourism

Competitive Index by the World Economic Forum.

To that end, this year there are three main focuses for

ministries, covering digital tourism, developing home

stay village tourism programs and creating greater air

travel accessibility. "By focusing on these aspects,

Indonesia will certainly have the necessary influence

to improve the level of The Travel and Tourism

Competitiveness Index (TTCI). The whole

components of industry involved in BBTF that

occupied the booth stand provided in Bali Nusa Dua

Convention Centre (BNDCC) as the event venue can

be seen in the table 1.

Table 1: The record attendances in BBTF 2018.

Business sectors

Names of industry

Hospitality

Hotels, villas,

restaurants

Travel agencies,

conventions, travel,

MICE, corporate

travel representatives

Tours & Travel,

Destination

Management Company,

Logistic Events

Technology

companies

PT TELKOM, Indosat

New regional

destinations

10 New Destination

including Bangka

Belitung (Babel),

Kalimantan, Wakatobi,

Raja Ampat

National Tourism

Organizations

Disparda Badung,

ASITA, PHRI, ITDC, 9

Tourism Village or Desa

Wisata in Bali

International

participants

Vietnam, Thailand,

Myanmar, United Arab

Emirates, Timor Leste

Meanwhile, Head of Tourism Office of Badung

Regency, I Made Badra (Bali Travel Fair, 2018)

stated that his side is consistent in supporting the

success of Bali and Beyond Travel Fair event. The

support is realized through the allocation of

organizational and promotional budgets that touches

Rp7 billion. He further stated that "So we allocate the

budget from Regional Budget (Revenue and

Expenditure Budget) Badung in 2018 was seven

billion more, since this activity is very beneficial for

the Government of Badung regency, which

establishes tourism as the core business. Not limited

to the budget, Badung Regency Government has also

designed Sasana Culture Building which is located in

Badung Regency Government Center. The 15,000-

capacity building is projected to be the main venue

for the implementation of BBTF every year. "Well

this can we prepare BBTF activities premises no

longer rent land, because this land (Sasana Budaya

Building, red) we have prepared from this year, and

will be completed in 2020”.

Figre 1: The Theme of BBTF.

Organizers of the 2018 Bali and Beyond Travel

Fair were recording attendances at the Bali Nusa Dua

Convention Centre in Badung regency from June 26-

30. The target for this year fair is more than 400

participants eclipsing the record attendance last year

of 200 from 38 countries. Buyers from more than 42

countries had registered earlier this month as well as

a big contingent of media covering the event

indicating a record attendance for this fifth annual

fair. Industry sellers, buyers and media will converge

on the popular Indonesian region to preview new

products and re-visit some of the iconic destinations,

landmarks, history, culture and exhibits on offer.

BBTF will reunite many international tourism

industry leaders gathered for a series of speed-dating-

style appointments. International buyers seek the

best-matched Bali and beyond tourism sellers. The

event will also feature sellers from China, India,

Thailand, Myanmar, Cambodia, as well as Middle

Eastern and European countries.

ICRI 2018 - International Conference Recent Innovation

2036

Figure 2: Badung Regency views.

Meanwhile, buyers will be divided into two

categories, namely fully hosted and partially hosted.

The former comprises tour operators who can bring

in 10,000 travelers to Bali with the average expense

of US$ 1,265 each per visit. Tour operators in this

category will have most of their expenses covered,

including full accommodation, air travel and meals.

Organized by the Regional Representative Council

(DPD) and the Association of Indonesian Tour and

Travel Agencies (ASITA), the travel fair will focus

on “Exploring the Colors of Indonesia.” In addition to

promoting Bali, the event will also highlight

Indonesia’s 10 most recommended and popular

tourist destinations, as well as the archipelago’s

cultural diversity. Delegates from 21 provinces have

indicated they will be on hand to promote their

respective regions. The Bali Tourism Board’s head of

tourism, Ida Ayu Indah, said “The event will help sell

tour packages that cover tourist villages. This will

empower the villages and give the travelers a unique

experience.” This year, ASITA will be cooperating

with Badung regency officials as co-host. The

Badung regency Tourism organization provides

funding and covers promotional expenses.

Figure 3: Badung Regency.

The Badung area is a regency of Bali, Indonesia.

It has undergone a population boom in the last decade

and has grown into the largest of the suburban regions

of Greater Denpasar. It covers Bali’s most heavy

tourist regions, including Kuta, Legian, Seminyak,

Jimbaran, Nusa Dua, Canggu, Uluwatu, Badung, and

Mengwi. The northern part of the regency is relatively

unpopulated, and the part near the coast and west of

Denpasar from Jimbaran and up to Canggu is heavily

populated. Ngurah Rai International Airport is

located within the Regency. All the Fair delegates

will be accommodated in the area which has a myriad

of luxurious hotels.

3.2 Interaction between Sellers and

Buyers

The visitors of BBTF 2018 in BNDCC were

impressed by the quality of the sellers at the fair as

well as the variety of the promoted destinations. Is it

not only the existing destinations in Bali but also learn

more about other parts of Indonesia? Half of the tour

operators were keen on famous destinations,

particularly in South Bali, and the rest were more

open to explore other parts of Bali and Indonesia.

Some tour operators are focused on volume, so they

tend to concentrate on destinations that are easy to

sell. Then there are tour operators who are more

specialists and they’re looking for different

experiences. It could be an exotic homestay, a trip to

the Komodo Island, or the Gili Islands, or it could be

a little cruise. For example, one of the sellers was

acted by the author to sell the products of Bagus

Discovery Management company which include its

some properties such as Puri Bagus Hotel Group,

namely Puri Bagus Candi Dasa and Lovina with its

splended beaches, Puri Bagus Manggis and Bagus

Jati Ubud with rural atmosphere and ideal for spiritual

tourism of yoga and meditation, Bagus Agro Pelaga

for agritourism and adventure like hiking. Before the

sellers attended the event, they had to make sure that

they had got the entrance pass which can be obtained

prior to an application. When it had been approved

then they could come to BNDCC to get it as well as

other amenities required as it is shown in figure 4

below.

Figure 4: Seller check-in form.

After having the entrance pass then the sellers could

enter the venue and ready to interact with the buyers

in their respective booth stand as it is shown in figure

5 and 6 below.

Bali Beyond Travel Fair: Can the Event of BBTF Become Media of Promotion for Tourism Development in Indonesia?

2037

Figure 5: Floor lay out.

Figure 6: The seller is explaining tourism-industry

products to a buyer.

In addition, Bagus Discovery also operates Nusa

Dua Bali Tours and travel with various of tour

products including organizing events which is

commonly termed as MICE. The example of handling

an even which was also done by the author was

Familiarization Trip (Famtrip) on behalf of BTTF.

The process of handling was starting from welcoming

the client at the airport for a transfer in, conducting

tours until took them to the venue of the event in the

BNDCC. Figure 7 shows the tour guide received a

guide order in the office.

Figure 7: The tour guide was going to meet the buyer.

Having held the guide order the tour guide then

picked-up the client based on the flight mentioned in

the guide order in which he arrived in Ngurah Rai

Denpasar Airport at 19:20 on 24 June 2018 by

Singapore Airlines as it is shown in itinerary

program figure 8 below.

Figure 8: Itinerary Program

The result of in-dept interview with the

stakeholders of the events, such the respective

companies’ managers as the sellers in the event and I

Gde Pitana the Deputy Minister specialized for

national tourism international promotion, it can be

drawn an obvious insight that BBTF has successfully

become the media to promote national tourism as it

has already fulfilled the criteria of conducting the

similar event either regionally or in the scope of

ASEAN and Asia or even the famous international

promotional event that usually carried out in Berlin,

Germany incorporate with the United Nation World

Tourism Organization (UNWTO). This can be seen

from the enthusiastic of the sellers and buyers in

setting up negotiation for the travel business from the

event started until the end of the event which was

marked by the euphoria farewell party in The

Peninsula Bay of Benoa in Nusa Dua. The event, as a

matter of fact, has gained successful business

transaction between the supply and demand or sellers

and buyers. This statement supported by the number

of sellers who visited every booth stand in the venue

and both seller and demand have been happy to deal

with business cooperation promptly and certainly the

cooperation will be well-maintained for tourism

sustainability. Consequently, BBTF for the sake of

promoting tourism sector has given a distinctive color

to the activities of carrying out the devotion of

uniform services and hospitality.

4 CONCLUSIONS

The execution of BBTF for the sake of promoting

tourism sector has given a distinctive color to the

activities of carrying out the devotion of uniform

services and hospitality as it is becoming dimension

characteristics of travel and tourism business

industry including the entrepreneurship spirit based

on the passion of developing the tourism sector itself in

every countries, provinces, cities, and even rural-

enchantment areas. This is done in order to promote the

national tourism development where Bali is considered

to be the main gate and corridor for other tourist

destinations in Indonesia. Therefore, its goal is to be

ICRI 2018 - International Conference Recent Innovation

2038

promoting the huge diversity of the country tourism

potential as the national pride that is truly-beauty in

nature and unique as well diverse in culture which is

in line with the theme of the event.

Therefore, the trade fair of the fifth edition of the

BBTF which is organized by the Bali chapter of the

Association of the Indonesian Tours and Travel

Agencies (ASITA), this year 2018 has featured 320

buyers from 41 countries and 241 sellers from 6

countries. As a matter of fact, initially, the fair was

designed for Bali-based travel industry players to

sell their destinations to domestic and international

buyers. Then it began inviting sellers from other

parts of Indonesia. This year 2018, the organizer

committee has invited sellers from other countries to

be participate in the even so it is expected it will

become a global marketplace that it can be stand

equal with other international travel fair is to be the

equal of other serious travel fairs such as ITB Asia

in Singapore and even ITB Berlin. and expecting a

business-to-business turnover of Rp 7.71 trillion

($539.7 million) during the fair. This achievement is

regarded to be possible to come to a reality as the

sellers at the fair went through a rigorous selection

process to make sure they have a proven track record

of promoting tourist destinations. As a result, it is

expected, BBTF can become an effective media of

promoting national tourism development so that the

method of promoting the national tourism more

efficient in terms of time and finance since it is not

necessary to attend the travel fair in Berlin which is

considered to be overwhelming of the country in

terms of budgeting. As it is stated by I Gde Pitana

the Deputy Ministry Tourism and Economic creative

specialized on International promotion, BBTF will

be holistically reviewed and held annually.

ACKNOWLEDGEMENTS

The authors are very grateful to some parties who

have given contributions and encouragements in

completing this article. Particular appreciations are

owed to the following:

1. Iwan Wahyudi the Manager of Bagus Discovery

Management Company who gave permission to

the writers to conduct surveys in the company

2. Mr. I Gde Pitana, the Deputy Minister of

Tourism and Economy Creative for unvalued

insights about BBTF when the writer got an

opportunity to interview him on the event site.

3. The whole Organization Committee of BBTF in

BNDCC venue who gave unvalued hospitality

during the writer was conducting surveys.

REFERENCES

Armbrecht, J., 2014. Use value of cultural experiences: A

comparison of contingent valuation and travel

cost. Tourism Management, 42, pp.141-

148.Andersson, T.D. and Lundberg, E., 2013.

Commensurability and sustainability: Triple impact

assessments of a tourism event. Tourism

management, 37, pp.99-109.

Aryaningsih, Ketut et al. 2018. “Constructing Ecotourism

Based-Business Competency and Entrepreneural

Spirit”. International Journal of Applied Sciences in

Tourism and Events, [S.l.], v. 1, n. 1, p. 38, june 2018.

ISSN 2580-5592. Available

at:

<http://ojs.pnb.ac.id/index.php/IJASTE/article/view/525>.

accessed 20 July 2018.

BBTF. 2018. BBTF.or.id.html. Accessed 12 July 2018.

Brown, S., Getz, D., Pettersson, R. and Wallstam, M., 2015.

Event evaluation: definitions, concepts and a state-of-

the-art review. International Journal of Event and

Festival Management, 6(2), pp.135-157.

D. Andersson, T., Jutbring, H. and Lundberg, E., 2013.

When a music festival goes veggie: Communication

and environmental impacts of an innovative food

strategy. International Journal of Event and Festival

Management, 4(3), pp.224-235.

Ekasari, R., 2011. BUDAYA SUMATERA BARAT DAN

PARIWISATA: BISAKAH FESTIVAL “TABUIK”

DI PARIAMAN MENJADI DAYA TARIK WISATA

INTERNASIONAL?. Sumber, 640, p.263.

Feng, K., Cong, G., Bhowmick, S.S. and Ma, S., 2014,

June. In search of influential event organizers in online

social networks. In Proceedings of the 2014 ACM

SIGMOD international conference on Management of

data (pp. 63-74). ACM.

Getz, D. and Page, S., 2016. Event studies: Theory,

research and policy for planned events. Routledge.

Getz, D. and Page, S.J., 2016. Progress and prospects for

event tourism research. Tourism Management, 52,

pp.593-631.

Jamieson, N., 2014, January. Sport tourism events as

community builders—how social capital helps the

“locals” cope. In Journal of convention & event

tourism (Vol. 15, No. 1, pp. 57-68). Taylor & Francis

Group.

Lin, Z., Chen, Y. and Filieri, R., 2017. Resident-tourist

value co-creation: The role of residents' perceived

tourism impacts and life satisfaction. Tourism

Management, 61, pp.436-442.

Mahadewi, N.M.E., Bendesa, I.K.G. and Antara, M., 2014.

Factors Influencing Tourists Revisit to Bali as Mice

Destination. E-Journal of Tourism.

Bali Beyond Travel Fair: Can the Event of BBTF Become Media of Promotion for Tourism Development in Indonesia?

2039

Masterman, G., 2014. Strategic sports event management.

Routledge.

Molina, LF; Morales, VG; Montes, FL. 2006.

Interorganizational Knowledge Transfer and

Performance: Knowledge Transferibility and Internal

Knowledge Transfer as Mediator Variables.

Conference of University of Warwick.

Page, S.J. and Hall, C.M., 2014. The geography of tourism

and recreation: Environment, place and space.

Routledge.

Sarahtika, Dhania. 2018. Indonesian Tourism Ministry

Booth at Bali and Beyond Travel Fair 2018.

http://jakartaglobe.id/news/bali-travel-fair-expected-

biggest-asia-coming-years/ accessed 15 July 2018.

Siwan, Mitchelmore and Rowley, Jennifer. 2010.

"Entrepreneurial Competencies: a Literature Review

and Development Agenda", International Journal of

Entrepreneurial Behavior & Research, Vol. 16,

Issue: 2, p. 92-111.

Stylidis, D., Biran, A., Sit, J. and Szivas, E.M., 2014.

Residents' support for tourism development: The role of

residents' place image and perceived tourism

impacts. Tourism Management, 45, pp.260-274.

Turner, M; Whitehead, I; Millard, N; Barr, D; Howe, K.

2006. “The Effects of Public Funding on Farmer’s

Attitudes to Farm Diversification”, Centre for Rural

Research, University of Exeter. Report for The

Department for Environment, Food and Rural Affairs.

Xue, Yaijong and Bradley, John. 2011. “Team Climate,

empowering Leadership and

Knowledge Sharing”, Journal of Knowledge Management.

Vol 15, (2), p. 299-312.

ICRI 2018 - International Conference Recent Innovation

2040