When Timor-Leste gained its independence in 2002, it was called “the world’s newest country”. Since then, studies by visiting scientists have revealed that it also has the world’s greatest marine biodiversity, pristine coral reefs, and a spectacular annual cetacean migration. In recent years, ocean adventurers looking for somewhere new to dive had started to turn their attention to Timor-Leste — yet the country had yet to gain recognition as a mainstream dive destination.
A Promising Season Disrupted
This year, that was set to change. Dive operators had been participating in international travel expos and were starting to see the results of their collective efforts to put Timor-Leste on the tourism map. Their reputation for high-quality service gave dive tourists the confidence to consider Timor-Leste for their next expedition. Almost all operators had received glowing reviews from previous customers.
Expectations were high for the 2020 season — but all hard-won bookings were cancelled as international flights were suspended due to the COVID-19 crisis.
The Dive Operators Working Group
Dive operators in Timor-Leste are small, local businesses. Whilst they were instrumental in kick-starting the initial flow of tourists, promoting Timor-Leste on a larger scale with limited resources had been a challenge. Working individually also limited scope for collective action on promotion and sector growth.
In 2018, the Market Development Facility (MDF), with support from the Australian Government, brought the Timor-Leste dive community together to create the Dive Operators Working Group. The group’s achievements and plans include:
- A destination marketing campaign that had already begun to deliver measurable results
- Initiatives to develop the sector and protect the marine environment
- An international underwater photography competition to boost Timor-Leste’s global visibility
- Capacity building for whale watching operations
- Advocacy to minimise the negative impact of construction projects on dive sites
- Facilitating better relationships with government institutions relevant to marine conservation
A Message to the Global Diving Community
Because of COVID-19, most planned activities were put on hold as the tourism sector re-focused on recovery. With that in mind, MDF supported the production of a promotional video connecting the Timor-Leste dive sector with the global diving community.
The video shares a compassionate message about the serious threat posed by COVID-19 to the industry, while showcasing Timor-Leste’s unique assets with breathtaking underwater footage. The operators want the world to know that they will stay positive through this crisis and will be enthusiastically waiting for travelers to return.
About MDF
MDF is a multi-country initiative which promotes sustainable economic development through higher incomes for women and men in its partner countries. MDF connects individuals, businesses, governments, and NGOs with each other and with markets at home and abroad — enhancing investment and coordination, and allowing partnerships to flourish in support of inclusive economic growth.