Marketing Transformation: Strategies to Attract Umrah Pilgrims in Pontianak City indonesia

Abstract

This article addresses the misconception that Umrah pilgrimage is prohibitively expensive, hindering many from fulfilling this Islamic duty. Using qualitative research with a descriptive approach, primary data was gathered from travel company officials through interviews, observation, and documentation. The findings reveal that PT. Delta Cipta Globalindo employs an effective promotional strategy to increase Umrah pilgrims. The strategy involves formulating goals, creating long and short-term plans, and implementing promotional initiatives. The key stages include selecting promotional strategies, setting targets, performance evaluation, and final reporting in the annual travel report of PT. Delta Cipta Globalindo.