NTB Museum Targets Saudi Arabia and Australia for Cultural Diplomacy
Saudi Arabia and Australia have been identified as the two most critical markets for West Nusa Tenggara (NTB) State Museum’s new international cultural diplomacy program.
In a statement made in Mataram on Tuesday, January 27, 2026, Museum Head Ahmad Nuralam explained that the two countries were prioritized due to their unique historical and strategic relevance to NTB.
This initiative seeks to transform the state museum into a primary bridge for cultural exchange, using targeted tourism promotion to strengthen bonds with audiences in both Riyadh and Canberra.
"When we want to conduct promotion or second diplomacy, we must look for countries that have a connection with NTB," he said, as quoted by Antara, adding that Saudi Arabia was chosen as the focal point for the Middle East due to its massive potential for bringing tourists to West Nusa Tenggara during Hajj seasons.
Each year, millions of pilgrims undertake the Hajj, yet airlines carrying Indonesian pilgrims often return home with empty seats. "During the Hajj season, Saudi tourists seek destinations abroad, as Mecca, Medina, and other Saudi cities become crowded. That’s why many choose Indonesia," Nuralam explained.
The museum’s cultural exhibitions and promotional activities are designed to capture the interest of Saudi travelers during their peak holiday seasons.
Meanwhile, Australia was selected due to its strong connectivity with Indonesia, particularly West Nusa Tenggara, which is geographically close. Nuralam observed that Australian tourists are increasingly seeking alternative vacation spots as Bali becomes more crowded and faces daily traffic congestion.
“We hope NTB will emerge as a new destination, given its proximity to Bali. NTB offers affordable tourism and is known for the warmth and friendliness of its people,” he noted.
To strengthen these ties, the NTB Museum has established partnerships with several Australian institutions, including the Museum and Art Gallery of the Northern Territory, Art Gallery South Australia (AGSA), and the Australian Museum.
On December 2, 2025, the museum hosted an international workshop with these three Australian partners focused on the maintenance of keris (traditional daggers).
The workshop featured specialized insights from Muhasim, a curator from the Paguyuban Anjani who specializes in the traditional preservation of these ceremonial blades.
"The NTB Museum is actively organizing joint activities as an effort to introduce the cultural and historical wealth of NTB at the international level," Nuralam concluded.