This framework is designed around the outcome of customers (tourists) as the means to achieve the ends of sustainable development. Sustainable development in this context means bringing new money to Timor-Leste, creating a broad base of employment across the country that can be sustained into the future.
Timor-Leste is currently highly dependent on oil and gas. To understand this issue better see the La’o Hamutuk articles about oil and Gas in Timor-Leste
Tourism was identified as one of the key industries in the Timor-Leste strategic development plan 2011-2030
The importance of developing the non-oil economy was further highlighted by this Asia Development Bank report
Therefore the marketing process is not just about attracting tourists but attracting tourists that can aid this sustainable development.
There has been very little strategic (Targeted, sustained and evaluated) marketing of Timor-Leste as a destination. There are however some examples of what has been thought about or tried
Probably the best example is the Tour de Timor. It is a tough mountain bike race that commenced in 2012 and grew in popularity, declined and is now growing again. The race is one of the few examples of a sustained marketing vehicle
Sara Currie completed her PhD in 2016 on the marketing of Timor-Leste as a tourist destination.
This work was further developed with the Asia Foundation to develop a new tourism brand for Timor-Leste. The brand’s first deployment was on the new Tourism Timor-Leste website
In 2015 Caroline Pemberton worked wit National Geographic to produce this video
Caroline Pemberton also created a series of videos around various activities for the Timorese government in 2012