Optimizing Local Wisdom Potential To Enhance Global Market Competitiveness In West Nusa Tenggara Tourism

Introduction/Main Objectives: This research analyzes the competitive position of NTB tourist destinations using BCG Matrix compared to other Super Priority Destination in Indonesia. Also, this study aims to formulate a tourist destination development strategy that is relevant for NTB Province, by considering the potential of local wisdom to improving positive tourism experiences for foreign tourists. Background Problems: Foreign tourist arrivals in NTB have fluctuated significantly, indicating the region has yet to fully capitalize on its tourism potential. In contrast, other provinces like Bali and Yogyakarta have aggressively developed their tourism with a more global focus. This has intensified competition among Indonesian tourist destinations, putting pressure on NTB to improve its competitiveness. Without a clear, sustainable strategy, NTB risks falling behind and struggling to attract foreign tourists. Strategic steps are needed to secure its position in the competitive market.Novelty: Although previous studies make an important contribution to understanding the various tourism segments in NTB, there is no research that specifically examines tourism development with a strategic orientation targeting foreign tourists with optimizing local wisdom potential. Also, a novel method like the BCG Matrix provide fresh insights for analyzing and formulating tourism strategies in NTB.Research Methods: The research uses quantitative data to evaluate NTB’s tourism growth and market share from 2017 to 2022. Market growth and market share were calculated using data from foreign tourist visits, with analysis conducted through the BCG Matrix. Additionally, a literature review method was employed to analyze strategies that incorporate local wisdom with a focus on international market orientation. Findings/Results: The analysis places NTB in the star quadrant of the BCG Matrix, indicating strong potential for further growth through investment. The findings emphasize how NTB’s local wisdom, particularly its cultural heritage, can be a key differentiator in the competitive global tourism market.Conclusion: By integrating local wisdom into tourism products and aligning with global market demands, NTB will be ready to increase foreign tourist arrivals and strengthen its position as a leading global destination. This research provides practical insights for policymakers on fostering sustainable, culturally focused tourism strategies.