NTB Museum becomes the leading force in tourism promotion targeting Middle Eastern and Australian tourists.

Beyond the showcase of history and cultural artifacts, the West Nusa Tenggara (NTB) State Museum serves as a bridge for cultural diplomacy with the world. Through a Cultural-Based Tourism Promotion Strategy, the NTB Museum targets two main international markets, Saudi Arabia and Australia, deemed to have strategic proximity.

The Head of the NTB Museum, Ahmad Nuralam, stated that the selection of these two countries was not without reason, but rather the result of analyzing global tourist movement trends and historical and geographical connections to NTB.

"When we want to conduct promotion or cultural diplomacy, we need to look for countries that have ties with NTB," he said on Tuesday.

Saudi Arabia was chosen as the gateway to the Middle East region, considering the dynamics of the Hajj pilgrimage.

Every year, millions of pilgrims from Indonesia depart for the Holy Land. The planes carrying them often return to Indonesia empty. The NTB Museum sees this moment as an opportunity for post-Hajj tourism.

According to Nuralam, during certain periods, holy cities in Saudi Arabia become too crowded for their own citizens.

"During the Hajj season, they (Saudi Arabian Tourists) seek countries to vacation in because Mecca, Medina, and other cities in Saudi Arabia are packed; they come to Indonesia," Nuralam explained.

Through exhibitions and cultural promotions abroad, the NTB Museum hopes to introduce NTB as an Alternative Destination, offering tropical landscapes, living traditions, and quieter Holiday spaces.

This effort is expected to attract Saudi tourists to choose NTB as a holiday destination, especially during their vacation season.

Meanwhile, Australia is seen as a natural partner for NTB in International Tourism development.

Besides having strong flight connectivity with Indonesia, the relatively close geographical distance makes NTB relevant as a next destination or alternative to Bali.

Nuralam observes a shift in Australian tourist preferences, who are starting to seek new experiences beyond the Island of the Gods.

"We hope NTB can become a new choice because it's close to Bali. NTB has affordable tourism culture and a friendly community character," he elaborated.

As part of this strategy, the NTB Museum has established cooperation with several renowned cultural institutions in Australia, including the Museum and Art Gallery of the Northern Territory, Art Gallery South Australia (AGSA), and the Australian Museum.

This collaboration is not merely symbolic but also realized through knowledge exchange and joint curatorial activities.

On December 2, 2025, the NTB Museum held a joint workshop with these three Australian Museums. The focus was on kris (dagger) maintenance, featuring a keris curator from the Paguyuban Anjani as a resource person.

This activity serves as a concrete example of how traditional artifacts can function as cross-country cultural ambassadors.

Through this cultural diplomacy approach, the NTB Museum not only preserves the past but also paves the way for the future of NTB Tourism on the global map.