Indonesia concentrates its development efforts on five Super Priority Destinations
In the last five years, Indonesia has been heavily promoting itself to entice more tourists to visit the world’s largest archipelago. ITB Asia asked Rizki Handayani, Deputy Minister for Marketing Development for ASEAN markets at Indonesia’s Ministry of Tourism to tell us about Indonesia’s tourism achievements, particularly following the creation of 5 “new Bali” destinations.
As stated by President Joko Widodo, the new 5 Super Priority Destinations are a further development of an earlier programme of 10 Priority Destinations. The five destinations are Lake Toba (North Sumatra), Borobudur temple and surroundings (Central Java), Labuan Bajo (Flores), Mandalika (Lombok) and Likupang (North Sulawesi). The Ministry of Tourism works with partners for the development of infrastructures, accessibility as well as the promotion of these five super priority destinations. All works should be completed by 2020.
PARTICULARLY IN ASEAN COUNTRIES, WE ARE TARGETING MILLENNIALS WITH THE GO DIGITAL PROGRAMME
What kind of projects are being developed?
We are witnessing a significant development in regard to accessibility, infrastructure and new attractions. We are constructing the new Yogyakarta International Airport and expanding the runway at Komodo Airport. On the other hand, the government is planning to build a luxury yacht marina in Likupang integrating parking facilities, as well as retail, and food and beverage outlets. In Mandalika, the construction of a MotoGP Circuit started in September for an estimated completion in 2020.
What are the key objectives for the coming year in terms of incoming tourist figures?
The Indonesian government has set the target of 18.5 million foreign tourists arrivals and will focus at increasing tourists spending as well as the length of stay for the upcoming year.
What are the main axes of your promotion?
We are launching new strategies to develop tourism in Indonesia. Our strategic theme “Wonderful Indonesia Digital Tourism 4.0”, is a plan to improve our human resources in order to win the global competition among tourist destinations but also develop technological enablers.
On the other hand, the implementation of a tourism HR transformation programme can be carried out on the five “pentahelix” elements (academics, industry, government, community, and media) towards a world-class tourism industry.
To lead in this global market and particularly in ASEAN countries, we are targeting millennials with The Go Digital programme. Digital Tourism 4.0 is focusing on millennials which currently represent 50% of total tourists inbound to Indonesia.
This advertising programme will also be present on popular platforms such as Google, Facebook and Instagram. We also cooperate with Visa for our branding, while Booking.com is our selling partner for packages that potential visitors can directly purchase on our website Indonesia.Travel.
How are your source markets evolving?
Last year, despite a decrease in tourism growth rates, we still managed to achieve a positive growth of 12.58% that placed Indonesia at the second position in the region, after Vietnam. International arrivals grew from an average of 9% in 2009-13 to 14% in
2014-18. This growth contributed to the increase of our foreign exchange earnings to almost US$20bn last year. These figures support our expectations to see tourism as a strong contributor to our economic development in the years to come.
What do you do to inform travel professionals around the world about your new products?
The Ministry of Tourism invites travel professionals to participate in our tourism exhibitions and travel fairs to promote our “5 new Balis”. We also organise familiarisation trips to let them experience our destinations in real life. Finally, we update our online presentation of destinations and products at www. indonesia.travel.
Why is ITB Asia important?
ITB Asia is a strategic event to promote Indonesia’s tourism products to the Asia-Pacific market. Through our participation, we hope to reach buyers from the MICE, leisure and corporate travel markets and expand our networking with leading travel companies.
Photo: Rizki Handayani, Deputy Minister for Marketing Development for ASEAN markets, Ministry of Tourism, Republic of Indonesia