The Bali Bombings in Indonesia is known to have occurred on October12, 2002 in the tourist district of Kuta. This was the worst attack of terrorism in the history of Indonesia which claimed 202 lives whom were 88 Australians and 38 Indonesian citizens while 240 people were injured hence affecting the tourism industry by slowing down the development of tourism. This provided unprecedented challenges for the tourism stakeholders especially the managers in coping up with the business realities. Earlier on, most promotions and marketing for Bali were done by the external agencies which were the international hotel chains and airlines as the local hoteliers and investors focused on the management of their investment, maintenance and refurbishment of the property. Ever since such a disaster occurred, the Australian government of whom most of their citizens were killed decided to mobilize the huge resources by encouraging people on the ‘war on terror’. They compared that war with that of poverty and drugs. This led to a bilateral counter-terrorism MOUs with nine countries in Asia and the Pacific. This MOUs was supposed to strengthen the practical corporation in areas such as intelligence and information exchange, law enforcement cooperation, transport security, border management, capacity and anti-terrorist financing.
Even though this developments above have been put in place, most business leaders especially those with strong links to Indonesia have argued that, Bali’s tourism industry may take much longer for it to recover because of the Bali bombings. For instance, some major travelling groups have deferred their trips by requesting a different destination because of fear of being attacked again. Other than this arguments, other major obstacles that are responsible for the tourism recovery in Bali were maintenance of the negative travel advisories, negative media publicity especially the international media and the Indonesian government’s decision in conducting the trial of bombers in Bali.
Nevertheless, all this seems not to deter the Bali tourist industry from progressing. For instance, the Bali’s hoteliers and other stakeholders have been forced actively and progressively to take the challenge of marketing their businesses out by reducing the pricing of their products so as to attract most customers from Asia and the Europe.
The Bali tourism industry has been able to come up with those products which have been able to attract more than one million people per year as compared to other years. This has benefited Bali so much since they not only attract tourists from those countries in the region such as the Asia and the Australia but they have also managed to attract the European market.
The Bali Tourism Board (BTB) which was established before the bombings and whose responsibility was to represent the private sector have intensified itself to ensure Bali tourism industry recovers. By 2006, the board had been able to mobilizing and achieves a great deal of promoting the tourism industry in many countries in Asia and Europe.
The Bali tourism Industry has taken the challenge of targeting both local and international market when marketing their products by assuring the tourists that there is an increased security, the quality of services and products have also been improved. This is to make sure Bali remains attractive and competitive locally and internationally.
In summary, despite the Bali people undergoing such challenges, the Australian government in conjunction with the Bali government has come up with ways of combating terrorism threats. This is to ensure Bali people and their tourism industry remains safe and secure. Bali tourism industry has also been able to attract both local and international market by lowering the pricing of their products and also through promotions.