MANGUPURA, Bali (BPN) – The months of January through March are referred to as Bali’s “low season” since fewer international travelers arrive on the Island of Gods during this period.
According to Sang Putu Eka Pertama, General Manager of The One Legian, low season should not be an issue for tourism considering that we are now living in the digital era that can help to maximize market strategies to attract visits from foreign tourists.
“If we have a good and on-target marketing strategy, then I am sure the low season can be overcome,” said Sang Putu Eka Pertama on Friday.
Sang Putu Eka Pertama, who is also the Chair of the Association of Indonesian Hospitality Leaders (AHLI) Bali, explained that one of the solutions is to work on more target markets, which must be mixed, which means not relying on tourists from just one country/continent.
Previously, tourism industries in Bali only attracted Australian tourists as a potential market and forgot to work on other markets.
However, in this digital era, tourism industries need to start to work on the market as a whole and this mixed countries market will be able to help tourism from the impact of the declining numbers of travelers from Australia or Europe.
“For instance, Australia remained the largest market in December 2023, but there were also visitors from India, Singapore, China, and Malaysia. By the end of 2023, those are the top five markets for tourist arrivals, he stated.
“Low season is defined as 60% or less of hotel occupancy, and high season is defined as 90% or more of occupancy on average. That means that the middle season, when occupancy is between 70 and 90 percent, is what we need to focus on at this time. Therefore, we need to stabilize the mixed market.”
This means, Eka continued, that tourism businesses must maximize promotions in countries with significant market potential such as India.
The arrival of Indian tourists has been highly beneficial for Bali tourism ever since direct flights were opened. “There (in India), the traveling does not depend on seasons,” he said.
Eka believes if Bali tourism industries could work on all markets and take advantage of this digital era, then there would be no low season period on the island.
