Labuan Bajo tourism body links creative-economy push to Komodo biosphere brand

Labuan Bajo — The Labuan Bajo Flores Tourism Authority (BOPLBF) has linked its creative-economy ambitions for Flores to wider efforts to develop Labuan Bajo as a premium tourism destination and to brand the Komodo Biosphere Reserve, but available reports do not describe a formally established “creative hub” with a defined budget, facility or operating model.

BOPLBF convened the Floratama 2020 coordination forum in Labuan Bajo from 6–7 October 2020, bringing together the Nusa Tenggara Timur (NTT) governor and leaders from 11 coordinating districts across Flores, Lembata, Alor and Bima to discuss integrated tourism development and premium, sustainable tourism in the region, according to an official briefing from the authority.

The authority’s work programme is framed around three pillars: destination development through accessibility, attractions and amenities; industry and institutional development through human resources, communities and businesses; and tourism promotion through branding, advertising and selling. Within this framework, BOPLBF has sought to strengthen local tourism products and creative-economy activities that can feed into Labuan Bajo’s position as a gateway destination.

Branding the Komodo Biosphere Reserve

On 6 October 2020, a logo and branding for the Komodo Biosphere Reserve were launched during the Floratama coordination meeting at a resort in Labuan Bajo, according to the government’s public information service. The branding initiative was intended to create added value for the Komodo Biosphere Reserve as a destination, from the perspective of both visiting tourists and tourism-sector stakeholders such as associations and businesses.

BOPLBF president director Shana Fatina said the logo would serve as an initial step in the branding process and could be used for promotion and on creative-economy products that highlight the reserve. The branding was also presented as consistent with the long-term plan to develop Labuan Bajo as a premium tourism destination and to strengthen the image of products originating from biosphere areas.

The biosphere branding aims to increase not only the economic value of local products but also their perceived quality, while signalling environmental credentials through a “green image,” according to Fatina. This suggests a strategy in which local creative and tourism products, including those from Flores and the wider Floratama area, are packaged under a shared biosphere and premium-destination narrative.

Creative-economy initiatives around Labuan Bajo

Beyond destination branding, BOPLBF has promoted creative-economy activities that integrate local culture into tourism offerings. Fatina has described efforts to incubate creative activities such as performing arts, music, dance, fashion and culinary ventures in Labuan Bajo, with the goal of activating local communities and enabling them to interact directly with visitors. The tourism ministry has supported these efforts through assistance in developing creative products so that local residents can produce competitive offerings in sectors such as music, performance and visual arts.

Subsequent programmes have focused on strengthening tourism-village products and thematic tourism routes in Flores, Alor, Lembata and Bima. BOPLBF has promoted thematic tourism villages and integrated travel patterns to allow different village products to complement each other and attract visitors through curated routes, according to statements from Fatina in 2023.

These initiatives indicate a focus on coordinating product development and promotion across multiple districts, and on using Labuan Bajo’s visibility to channel visitors and spending to smaller communities in the Floratama area.

Coordination and open questions

The Floratama forum in October 2020 was framed by BOPLBF as a platform for integrated and comprehensive coordination among central and regional stakeholders on tourism development in 11 districts under its remit. The authority’s subsequent communications highlight product development, training, branding and travel-pattern integration, rather than a single, clearly defined creative-economy hub with dedicated infrastructure.

Available reports therefore confirm coordinated branding and product-strengthening efforts linked to Labuan Bajo’s role as a premium destination and to the Komodo Biosphere Reserve logo, but they do not identify a formal “Labuan Bajo Creative Hub” entity, nor do they provide details of a specific budget, physical facility, operating institution or selection mechanism for participating businesses by 20 September 2026.

Sources

• BOPLBF – Forum Floratama 2020 coordination meeting
• InfoPublik – Logo Branding Cagar Biosfer Komodo Resmi Diluncurkan
• Inbisnisnews – Potensi Kearifan Lokal dalam Upaya Mendukung Pariwisata di Labuan Bajo
• Media Indonesia – Perkuat Produk Desa Wisata Melalui Pengembangan Desa Wisata Tematik
• Investor.id – BPOLBF Kembangkan Desa Wisata Tematik