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Dili, July 11, 2017– The Asia Foundation congratulates the Government of Timor-Leste on approving its inaugural official tourism logo and slogan. The ‘Explore the Undiscovered’ campaign, under a strategic tourism marketing plan, was designed to increase international awareness of Timor-Leste as a tourism destination. The tourism logo and slogan was unveiled by the Ministry of Tourism, Arts and Culture at a recent session of Council of Ministers on Tuesday, July 11th.

Drawing on evidence-based research and extensive stakeholder consultations, the ‘Explore the Undiscovered’ slogan was selected for best conveying Timor-Leste’s unique cultural identity and natural attributes. The project was supported by the Australian Department for Foreign Affairs and Trade.

Her Excellency. Ms. Isabel de Jesus Ximenes, Acting Minister for Tourism, Arts & Culture, introduced the presentation by highlighting the importance of “developing a sustainable tourism industry, by promoting an environmental and cultural tourism brand that brings prosperity to the people of Timor-Leste.”

With the country’s tourism policy aiming to attract 200,000 international tourists who are projected to spend US$150 million by 2030, developing a unique and memorable tourism brand is the first step in achieving these targets.

Timor-Leste’s tourism logo, as approved by its Council of Ministers, is a strong identifier for the country’s heritage. It is comprised of the umalulik and sun, designed in a manner that is visually appealing, as well as welcoming to outsiders. The symbol represents Timor-Leste’s linguistic relationship with the sun, and the balance of life, family and society. The logo colours are reflective of the country’s history and flag design, evoking pride, resilience, and independence.

His Excellency. Mr. Hernani Coelho, Minister for Foreign Affairs, commended the process taken Ministry of Tourism, Arts and Culture and The Asia Foundation, stating that “the way the tourism brand development team structured the process of developing Timor-Leste logo and slogan was systematic and has captured all aspects of Timor-Leste’s identity.”

The Asia Foundation convened a rigorous process from January to October 2016 to determine the country’s tourism slogan. The process was comprised of stakeholder workshops with the Ministry of Tourism and private sector along with a survey of over 200 respondents, which include previous visitors to Timor-Leste and non-visitors.

In closing His Excellency. Dr. Rui Maria de Araújo, Prime Minister of the Democratic Republic of Timor-Leste, commented on both the logo and slogan: “The colours of Timor-Leste’s logo are derived not only from the environment, culture and history but also from its ancient history, as seen in the cave painting of Ile Kére Kére that were presented today. Even I have not yet traveled to Ile Kére Kére, so I too must Explore the Undiscovered”.

Timor-Leste’s new tourism logo and slogan can be found on the country’s official tourism website: www.timorleste.tl

Source: The Asia Foundation