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Follow our news, recent searches, post-pandemic indonesia wants quality not quantity tourists: minister, advertisement.

Screengrab of interview with Indonesian Tourism and Creative Economy Minister Sandiaga Uno.

Lin Xueling

SINGAPORE: Indonesia is aiming for quality over quantity of tourists as it opens up after 18 tough months of closed borders and bumpy transitions into post-pandemic life, said Tourism and Creative Economy Minister Sandiaga Uno. 

Southeast Asia’s biggest economy is targeting only 2 million visitors in 2022, a sharp drop of nearly 90 per cent from its pre-pandemic figure of close on 17 million foreign tourists a year. 

Instead, the sprawling archipelago, known for its famous beaches and lush green landscapes, is focusing on the amount of time visitors stay in Indonesia and their impact on the environment. 

“This is the concept of personalise, customise, localise and smaller, much, much smaller in size tourism,” the minister said in an exclusive interview with CNA.

“We want to improve the number of days that they are spending in Indonesia, the length of stay. We want to make sure not only a much better-quality spending but also the impact to environment. The 17 million plus numbers put a heavy tax on our environment. We’re moving into quality and sustainability type of tourism,” he explained. 

This radical shift comes as the pandemic calls into question the viability of mass travel and as the climate crisis pushes environmental concerns up the agenda. Tourism is one of the main sources of Indonesia’s foreign currency earnings – contributing close to 6 per cent of the country’s gross domestic product pre-pandemic. 

Slow take off after Bali reopening as mandatory quarantine deters international tourists

Two of Indonesia’s most popular tourist spots, Bali and the Riau islands, rolled out the welcome mat to foreign visitors from 19 countries last month as COVID-19 cases subsided in the country. However, the reopening has been plagued by few international flights and a mandatory quarantine still in force. 

The Indonesian tourism minister was more cautious about when such curbs will be lifted, emphasising that health concerns must still be the priority, although weekly reviews will be made based on the health data. He said chartered flights in Bali might be a possibility and scheduled flights would likely follow-up on that.

“There’s a lot of demand for the live on boat quarantine, meaning that they arrive in Bali and they go straight to the boat ... They would be allowed to go into the dive sites and enjoy the open seas but within the premise of the boat,” he said. 

At the same time, the Indonesian government argues that the country’s painful experience in tackling a surge in COVID-19 cases earlier this year, means its healthcare system is in good shape to handle a potential spike of foreign visitors who might fall sick with COVID-19 while visiting Indonesia.

“(The) second wave in Bali and other parts of Indonesia happening in July and August, really taught us a big lesson that we would need to prepare these health facilities and health supplies,” said the minister. 

“We are confident that we would be able to handle if should there be another surge,” he asserted. 

The other big question is even with Indonesia opening its doors again, big-spending visitors from China who make up Indonesia’s biggest source of international arrivals pre-pandemic may be conspicuously absent. 

Beijing has yet to allow its residents to freely travel out of the country. China has reimposed lockdowns in parts of the country as it remains one of the few places in the world to hold on to a ‘Zero COVID’ policy.

Acknowledging that it will be a slow climb to get tourism back to its buoyant pre-pandemic levels, the minister said: “Gradually up to the end of this administration in 2024, we’re targeting to reach closer to 8 to 10 million tourists – but it will take some time.”

“BABY STEPS” 

In recent days, a range of Southeast Asian countries have announced optimistic plans to throw open borders to tourists from neighboring countries and further abroad. 

Thailand was a first-mover in July allowing a sandbox scheme where vaccinated tourists could visit the popular island resort of Phuket quarantine-free. However, these hopeful reopenings have stopped far short of amounting to an ASEAN-wide travel bubble, an ambitious idea being pushed by Indonesian President Joko Widodo. 

The Association of Southeast Asian Nations (ASEAN) is made up of 10 member states, and short-haul travel between these close neighbours has been growing rapidly – making up a hefty 40 per cent of travel in the region before the pandemic struck.

However, travel experts say the likelihood of an ASEAN tourism bubble becoming reality anytime soon is dim.

One of the major problems is the extreme disparity in vaccination rates in the region. Singapore leads the pack with over 80 per cent of its population fully vaccinated. Myanmar lags far behind with a mere 13.2 per cent of its population fully vaccinated. 

About 70 per cent of the population in many ASEAN countries, including Indonesia, remain unvaccinated. Only about 28 per cent of the Indonesian population are fully vaccinated. 

The Indonesian tourism minister acknowledged the big gap in vaccination rates among ASEAN member states poses a big hurdle to the goal of a regional travel bubble. But he expressed hope that the countries will be “inspired” to ramp up vaccinations for their population.

The minister said Indonesia will take “baby steps” in an “incremental” reopening as the country assumes the 2022 presidency of the G20 – with Bali slated to host the next G20 summit. 

“That’s why we have to be very, very absolutely sure that the opening up of Bali would be done … on a safe and secure basis.”

Watch the full interview with Sandiaga Uno, Indonesia's Minister for Tourism and Creative Economy, on “In Conversation”, Nov 10, 9pm SIN/HK, 8pm JKT on CNA.

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Interview with Mr. Sandiaga Uno, Minister of Tourism and Creative Economy of Indonesia

Indonesia has been rightly elected World’s Best Creative Destination by CreativeTourismAwards . In addition to its natural, cultural, and human assets, the innovative approach of its Ministry of Tourism and Creative Economy makes it a sustainable model for destinations around the world, wishing to reinvent themselves.

Mr. Sandiaga Uno,  Minister of Tourism and Creative Economy of the Republic of Indonesia honored us to accept this interview.

– What are Indonesia’s cultural assets to bet on this tourism?

Indonesia is very rich in culture, ranging from art, culinary, and so on. Indonesia is a tourist destination that is full of hospitable people, diverse cultures, and beautiful nature. Each province of Indonesia has its own unique culture. We have a variety of cultures , so this is the main attraction of Indonesian tourism. And that can boost Indonesian tourism.

– Indonesia has been awarded World Best Creative Destination, could you please let us know about your strategies on tourism and the creative economy?

We certainly prioritize high-quality and sustainable tourism so that it can provide a better travel experience for tourists and have a big impact on the community.

The first strategy we have adopted in developing tourism and creative economy, especially during the COVID-19 pandemic, is the innovation that uses technology as well as big data.

The second strategy is adaptation. This strategy is carried out by implementing health protocols in tourist destinations as an adaptation to the new normal. This strategy is key because the whole community is currently dealing with the Covid-19 pandemic. Therefore, health and safety in every tourism destination and every aspect of the creative economy are top priorities.

The last strategy is collaboration. We collaborate with all parts, including ministries, institutions, central government, local governments, academics, universities, as well as the community and the business world. We also work with the Indonesian Chamber of Commerce and Industry, the Indonesian Hotel and Restaurant Association, and other associations in this sector.

This collaboration has the same ultimate goal, namely to develop the tourism and creative economy sector, thus helping to open up more job opportunities.

– What does your creative tourism offer consist of?

The Ministry of Tourism and Creative Economy is handling the creative economy sector consisting of 17 ever-developing creative economy sub-sectors, such as game creation, architecture, interior design, music, fine arts, product design, fashion, culinary, film, animation, videography, photography, visual communication design, television and radio, craft, advertising, performing arts, publishing, and application creation.

Of the 17 creative economy sub-sectors, three sub-sectors are the largest contributors to the national gross domestic product (GDP), namely culinary, fashion and crafts.

The products made by most micro, small and medium enterprises (MSMEs) in Indonesia contributed IDR 1,100 trillion to Indonesia’s GDP throughout 2020.

– How do you involve the local communities or stakeholders?

The Ministry of Tourism and Creative Economy invites all parties, including ministries, institutions, local governments, associations, as well as tourism and creative economy business players to collaborate to restore the tourism and creative economy sector.

Collaboration is not only a process of working together to create innovation and ideas, but it is also an approach to be more open-minded. We are not supposed to compete with each other, but we have to work side by side through collaboration.

– The Ministry of Tourism and Creative Economy of Indonesia is a world reference. Would you like to share any good practices to adapt creative tourism in pandemic times?

As stated earlier, three strategies are implemented to revive the tourism and creative economy sector during the COVID-19 pandemic, namely innovation, adaptation, and collaboration.

The three strategies are carried out as proof that the government is providing economic assistance for the tourism and creative economy actors. Even though we are still in the middle of the COVID-19 pandemic, it is hoped that the tourism and creative economy actors can increase their capacity and creativity, especially by optimizing the digital way of working.

Currently, we are also focusing on organizing various programs to increase the abilities of the tourism and creative economy actors . The programs are aimed at upskilling or re-skilling for the digital age.

Later on, we are going to use the upskilling and re-skilling programs to further develop the Indonesian tourism villages. This includes ensuring that our Cleanliness, Health, Safety, and Environmental Sustainability (CHSE) protocols are strictly and widely implemented.

The COVID-19 vaccination has also been accelerated, especially for the tourism and creative economy actors and the general public. That way, communal or herd immunity can be achieved right away.

– How is your ministry leading the 2021 Year of the Creative Economy for Sustainable Development?

According to the 74th Session of the United Nations General Assembly (UN) Resolution Number A/RES/74/198 of 2019, the year 2021 is the International Year of Creative Economy for Sustainable Development. The government of the Republic of Indonesia was the initiator of this resolution and was supported by 81 countries.

The 2021’s International Year of the Creative Economy for Sustainable Development is the right momentum to encourage global recovery from the COVID-19 pandemic. This resolution is one of the efforts to reposition the creative economy sector as an important contributor to the global economy.

The creative industry has shown resilient growth in international trade and has had a significant contribution to the global economy. The creative economy’s 3% contribution to global GDP has the potential to keep growing, making it a formidable economic sector, strengthened by a surge in digitalization and services.

2021 should be a collaborative year for global recovery. Let’s use the momentum of this International Year of the Creative Economy to appreciate creativity, innovation, and collaboration to achieve the 2030 sustainable development goals.

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New roles announced for Indonesia tourism ministry

Sandiaga Uno, Indonesia minister of tourism and creative economy, has installed Vinsensius Jemadu as his new deputy minister for tourism products and events on January 30.

Vincensius, who was deputy of destination development and infrastructure, takes over from Rizki Handayani, who now leads as deputy for industry and investment.

Four other officials were also installed yesterday.

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Govt earmarks additional Rp 15 trillion for five priority-tourism destination developments

The government will disburse an additional budget of Rp 15 trillion (US$963 million) to develop five priority-tourism destinations in the next two years.

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Tourism and Creative Economy Minister Sandiaga Uno said that with additional budget, the government aimed to complete development in tourism-destinations Lake Toba in North Sumatra, Borobudur in Central Java, Labuan Bajo in East Nusa Tenggara, Mandalika in West Nusa Tenggara and Likupang in North Sulawesi.

“With this additional fund, we expect that the development [at the five destinations] will be completed in the next two years,” Sandiaga said at a national coordination meeting in Toba, North Sumatra, on Wednesday.

The meeting was also attended by Coordinating Maritime and Investment Affairs Minister Luhut Panjaitan, Administrative and Bureaucratic Reform Minister Abdullah Azwar Anas and National Development Planning Minister Suharso Monoarfa.

The tourism development is part of the minister’s pledge to focus on reviving the pandemic-stricken tourism industry. Sandiaga has been developing the nation’s five “super-priority” tourist destinations – sometimes called the “five new Balis” – at the behest of President Joko “Jokowi” Widodo.

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The Tourism Ministry has targeted 1.2-1.4 million domestic tourist visits in 2023 by planning more tourism events. 

“The tourism creative economy will create 4.4 million jobs,” he said.

Minister Luhut predicted that tourism activities will increase as the Indonesian economy is expected to grow by more than 5 percent next year.

“Tourism-performance increase is supported by domestic tourism with growing accommodations and food-beverage [businesses],” Luhut said.

Meanwhile, Minister Abdullah said that the government will push alternative efforts to push tourism, including optimizing national holidays that fall on weekends.

“[We] can suggest additional collective leaves before or after the national holidays or during hari kejepit ,” he said, referring to days that fall between a weekend and a public holiday. (dre)

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The Ministry of Tourism and Creative Economy’s Milestones

After Japan’s occupation and Indonesia earned its independence, the Indonesian government began to work hard to boost economy by, among other things, developing tourism industry.

Tourism started to be formally organized in 1959 under the Ministry of Transportation, Post, Telegraph and Telephone which was helmed by Minister Djatikusumo. Djatikusumo served as a minister within President Soekarno’s Working Cabinet until 1963.

For around three decades, the name of the institution tasked to take care of tourism changed several times. The ministers were also changed from Djatikusumo to Hidajat Martaatmadja (1963-1966), Soerjadi Soerjadarma (1966), Hamengkubuwono IX (1966) and S.H. Simatupang (1966).

Throughout the years, Indonesia’s tourism kept growing as shown by the number of foreign tourists which exponentially increased.

In 1969, when there were 86,000 foreign tourists traveled to Indonesia, President Soeharto issued Presidential Instruction No. 9 on Guidance for Supervision of National Tourism Development. Several measures to develop the nation’s tourism were mentioned in the article 4, which are:.

• To maintain the natural beauty and resources as well as the people’s cultures in Indonesia as tourist attractions;
• To provide facilities such as transportation, accommodation, entertainment and other tourism essential services, including education for regeneration;
• To actively carry out effective tourism promotion within the country and abroad;
• To ensure the smoothness of the tourists’ travel formalities and transportation and to eradicate factors that obstruct them;
• To aim every transportation policy and activity, particularly air transportation, as the main mean to increase the number of tourists.

The following year, in 1970, the government established Bali Tourist Development Corporation (BDTC). Back then, Bali was Indonesia’s pilot project for tourism development because the island received foreign tourists more than any other parts of Indonesia.

However, the government had also realized that the country’s tourism could not rely only on Bali. Therefore, from 1970 to 1980, Indonesia’s tourism promotion was carried out using jargons like “Indonesia, there is more to it than Bali”, “Indonesia, Bali and Beyond” and “Indonesia, Bali plus Nine.”

History of Ministers

Program Unggulan dan Prestasi Menteri

Before 1983, tourism was managed by a directorate under ministry or department which took care of transportation affairs. In 1983, the government paid more attention to tourism and created Department of Tourism, Post and Telecommunication and appointed Achmad Tahir as the minister.

One of the government’s notable policies made during Achmad’s leadership to attract foreigners to visit Indonesia was the Presidential Decree No. 15/1983. The decree stipulated free visa for visitors from 26 countries and mentioned 9 airports and 7 seaports as official gates for foreigners to enter Indonesia

Not only to increase the number of foreign travelers, according to Achmad, the policy also served as a strategic measure to attract investors in investing in the development of tourism facilities. In the future, this measure had opened a wider opportunity for crafters and business owners in tourism sector to spread their wings

While serving as Minister of Tourism, Post and Telecommunication, Soesilo Soedarman made a breakthrough by launching the Visit Indonesia Year program in 1991. That year, Indonesia began to intensify its promotion program overseas.

Soesilo’s another notable program that is still popular up to this day is the Sapta Pesona. Through a ministerial decree in issued in 1989, he introduced the tourism campaign which is symbolized by a shining sun. The sun has seven components: safe, orderly, clean, cool, beautiful, friendly and memories.

Through this campaign, the government attempted to collaborate with people in developing the nation’s tourism. People who lived in the area of tourist sites were expected to be able to create atmosphere that are safe, orderly, clean, cool because the environment is being taken care of and beautiful. They were also expected to greet the tourists with friendly smile and to help the tourists create great memories while spending times in Indonesia.

When Soesilo was in the office, the ministry began to build the Sapta Pesona building – the ministry’s headquarters. The construction commenced on Nov. 20, 1991

When Joop Ave served as Minister of Tourism, Post and Telecommunication from 1993-1998, Indonesia’s tourism made some significant developments. According to the National Development Planning Board (Bappenas), within the period 1993/1994 and 1996/1997, the number of foreign tourists visiting Indonesia grew from 3.4 million people to 5.06 million. The amount of foreign exchange also increased from US$ 3.98 billion to US$ 6.34 billion.

In doing his job as a minister, Joop Ave was known as a visioner leader that he was even dubbed as Indonesia’s Father of Tourism. He pushed the construction of hotels and convention centers – from which the Meeting, Incentive, Conference and Exhibition industry began to grow. Since then, Indonesia has been actively and sustainably hosting international events.

Joop Ave’s love for Indonesia’s culture was beyond measure. He believed that Indonesia’s beautiful nature and culture was a door through which we could introduce our nation overseas.

In 1993, Joop Ave alongside Balinese sculpture Nyoman Nuarta initiated the construction of Garuda Wisnu Kencana statue in Jimbaran, Bali. The statue, which was inaugurated in 2018, is now one of Bali’s main tourist destinations.

Abdul Latief was inaugurated as Minister of Tourism, Arts and Culture by President Soeharto. However, he only maintained his position for three months, from March 16 to May 21, 1998. On May 17, he sent a resignation letter.

That year, Indonesia faced a political storm. Abdul Latief resigned from his position only a few days before President Soeharto was dethroned.

Marzuki Usman was an economist who was appointed by President B. J. Habibie as State Minister of Tourism, Arts and Culture in the Reform Development Cabinet. He was inaugurated in May 1998 and stepped down in September 1999.

Back then, Indonesia was still implementing the Visit Indonesia Decade program. According to the Statistics Indonesia (BPS), from 1998 to 1999 Indonesia welcomed respectively 4.6 million and 4.7 million tourists from overseas.

Before Hidayat Jaelani, Giri Suseno Hadihardjono served as ad-interim Minister of Tourism and Arts for six months in 1999, from September to October.

Hidayat Jaelani started his career as a minister after being inaugurated by President Abdurrahman Wahid in October. He finished his term in August 2000.

Although its politic was still in turbulence, ndonesia still managed to attract more foreigners to travel to Indonesia. In 2000, the country received around 5 million foreign tourists.

I Gede Ardika began to serve as Minister of Culture and Tourism when Abdurrahman Wahid was still a president. When Abdurrahman Wahid was succeeded by Megawati Soekarnoputri in 2001, I Gede Ardika maintained his position at the ministry

Throughout his period, there were three terrorist attacks occurred in Indonesia, namely the bombings of Bali in 2002, JW Marriot in 2003 and the Australian Embassy in 2004. The events had not only caused casualties, but also badly affected the tourism industry. Many countries issued travel ban policies for their citizens to enter Indonesia following the tragedies.

According to the BPS, in 2002, at least 5 million foreigners visited Indonesia. The number dropped to 4.4 million people in 2003 and bounced back to 5 million people in 2004. During those times, the state income from tourism plummeted to US$ 4 billion.

Slowly but surely, Indonesia’s tourism industry tried to rise from the crisis. Jero Wacik served as Minister of Culture and Tourism in both of President Soesilo Bambang Yudhoyono’s terms, in the first and second United Indonesia Cabinet.

During his first months serving as a minister, Jero Wacik had to lead the country’s tourism to weather another crisis caused by terrorist attack, the second Bali Bombings, in 2005. The tourism industry found its way to survive.

In 2008, the ministry relaunched the Visit Indonesia Year program. This was aimed at boosting the number of foreign tourists travelling to the country while at the same time celebrating the commemoration of the 100th National Resurgence Day.

With around Rp 200 billion of budget, Jero claimed that the program was a success. He mentioned the amount of foreign exchange received, US$ 7.5 billion, which was beyond the country’s initial target of US$ 6.7 billion.

Between Jero’s first and second term, Mohammad Nuh served as an ad-interim Tourism Minister for 20 days. In his second term, Jero took part in pushing UNESCO to recognize keris, wayang, batik, angklung, saman dance, subak as cultural heritage from Indonesia.

In 2011, Jero introduced the Wonderful Indonesia program. Back then, Indonesia’s tourism promotion was intensified and broaden to creative industry, even to the global film industry. A movie titled Eat, Pray, Love, starring Julia Robert, had some scenes which were shot in Bali. Adding to that, a France reality show Koh Lanta also did some shootings in Indonesia, to be more precise in Raja Ampat, West Papua.

After finishing her service as Minister of Trade, Mari Elka Pangestu was appointed by President Soesilo Bambang Yudhoyono as Minister of Tourism and Creative Economy, to replace Jero Wacik who was asked to lead the Ministry of Energy and Mineral Resources. Mari is the first woman minister in the Ministry of Tourism and Creative Economy

Despite that she led the ministry for only three years, Mari was able to boost the number of foreign tourists and the amount of foreign exchange from tourism. From 2011 to 2014, the number of tourists from overseas visiting Indonesia increased from 7.6 million to 8 million and 8.8 million people. Indonesia also received an increasing amount of foreign exchange within that period, from US$ 8.5 billion, to US$ 9.1 billion and US$ 10 billion.

During this period also, the government provided more supports to industries related to creative economy.

Indonesia’s tourism earned various important achievements while Arief Yahya served as Minister of Tourism. The country’s tourism competitiveness index, as announced by the World Economic Forum, continued to rise. Indonesia ranked 50th in this index in 2015. Slowly but surely, it rose to 42nd position in 2017 and 40th in 2019.

Under his leadership, the tourism sector became one of the largest foreign exchange contributors for Indonesia. The number increased from US$ 12.2 billion in 2015, US$ 13.6 in 2016 to US$ 15 billion in 2017.

Some awards were achieved. In 2019, Indonesia won 11 awards from four categories in the ASEAN Tourism Award 2019. Indonesia and Malaysia were named as the 2019 world’s best halal tourism destination according to the Global Muslim Travel Index (GMTI).

Throughout 2014-2019, the Ministry of Tourism introduced “10 Bali Baru” or 10 New Balis as its priority program. The 10 new Balis were Lake Toba in North Sumatra, Tanjung Kelayang in Bangka Belitung, Tanjung Lesung in Banten, the Thousand Islands in Jakarta, Borobudur in Central Java, Bromo, Tengger and Semeru in East Java, Wakatobi in Southeast Sulawesi, Mandalika in West Nusa Tenggara, Labuan Bajo in East Nusa Tenggara and Morotai in North Maluku.

Since he was inaugurated as Minister of Tourism and Creative Economy, Wishnutama revealed to public his main mission in developing tourism in Indonesia. He introduced five super priority tourist destinations, namely Lake Toba in North Sumatra, Mandalika in West Nusa Tenggara, Manado in North Sulawesi, Borobudur in Central Java and Labuan Bajo in East Nusa Tenggara.

During his first year as a minister, Wishnutama faced an unprecedented challenge: the COVID-19 pandemic. The ministry had no choice but to halt a lot of tourism development plans.

However, mid-2020, the ministry launched the Cleanliness, Health, Safety and Environmental Sustainability (CHSE) program to show how the tourism and creative economy industries have been trying to adapt with the pandemic. The CHSE becomes an important factor in a more sustainable tourism and creative economy development.

Hand in hand with this effort, the tourism and creative economy industries are being developed with more quality-oriented approach. In the tourism sector, the ministry has focused on targeting a segment of tourist who spend the most money while traveling in Indonesia. In the creative economy sector, meanwhile, the government is supporting the production of export-quality products.

In doing his job, Wishnutama is accompanied by a deputy minister, Angela Tanoesoedibjo.

When reshuffling ministers in his cabinet, President Jokowi decided to appoint Sandiaga Uno to replace Wishnutama as Minister of Tourism and Creative Economy. When spoke to the media after being inaugurated on Wednesday, December 23, 2020, Sandiaga said he would continue programs that have been introduced by Wishnutama and that he would focus on reviving tourism and creative economy industries after being hit by crises due to the COVID-19 pandemic.

Profiles of Tourism Ministers

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“Wonderful Indonesia” logo throughout the years

Kemenparekraf Now

Reviving tourism and creative economy in new normal era

After serving as Minister of Tourism and Creative Economy for around one year, Wishnutama Kusubandio handed over the position to Sandiaga Salahuddin Uno. Sandiaga was appointed by President Joko Widodo to replace Wishnutama during the cabinet reshuffle in the end of 2020.

On December 23, 2020, in Soesilo Soedarman hall in Sapta Pesona building in Jakarta, Wishnutama officially handed over his position to Sandiaga. That day, Sandiaga expressed his commitment to continue programs that have been set out by Wishnutama, particularly the ones that aim to develop Indonesia’s tourism and creative economy to be more sustainable as a response to the COVID-19 pandemic.

According to Sandiaga, President Joko Widodo had asked him to speed up the development of five super priority tourist destinations. The development includes the infrastructure, arts and cultures, as well as the human resources. The five destinations are Labuan Bajo in East Nusa Tenggara, Borobudur in Central Java, Toba Lake in North Sumatra, Mandalika in West Nusa Tenggara and Likupang in North Sulawesi.

Throughout 2020, Wishnutama had established firm foundations to direct tourism development to be more focus on quality instead of quantity. While previously the government focused on increasing the number of tourists, now it pays more attention to providing unique experience to tourists so that they become more comfortable traveling in Indonesia and eventually spend more money. Wishnutama also introduced the Cleanliness, Health, Safety and Environmental Sustainability (CHSE) program to provide better comfort for people within the tourism industry during and after the pandemic.

CHSE, which now is also called by Sandiaga as the K4 (kebersihan, kesehatan, keselamatan dan kelestarian lingkungan), has been implemented nowadays. Through CHSE, the government plans to provide certification program for those who work in this industry. The certification serves as an insurance for tourists and locals that products and services provided have fulfilled standard protocols on cleanliness, health, safety and environmental sustainability.

With the CHSE certification, people will no longer need to worry while traveling as tourists. The CHSE becomes the most important factor in developing quality tourism during the pandemic, even until after the pandemic ends.

The ministry had also launched a standard operating procedure (SOP) which must be implemented by every stakeholder within the tourism and creative economy industries such as hotels, restaurants, and tourist destination operators.

“The year of 2021 is a momentum for us to rise again, but we must be discipline in implementing protocols based on CHSE. We will keep reminding people, joining partnerships with them and giving fund supports to them,” Sandiaga said during 2020 Year End Press Conference.

“The year of 2021 is a momentum for us to rise again, but we must be discipline in implementing protocols based on CHSE. We will keep reminding people, joining partnerships with them and giving fund supports to them,”

SANDIAGA UNO during 2020 Year End Press Conference

Sandiaga emphasized on three main strategies to revive the tourism industry as well as creative economy sector, which is through innovation, adaptation, and collaboration. Innovation is needed because, in short period of time, there has to be major changes within the industries. Adaptation is also crucial given that Indonesia is still embracing the COVID-19 pandemic, therefore the tourism and creative economy industries must adapt with the CHSE protocols. Meanwhile, there is also an urge for better collaborations because many people must work together to revive the tourism and creative economy industries.

For the creative economy sector, in the beginning of 2021, the ministry has begun to push the development of creative economy through three approaches namely gercep (move fast), geber (move together) and gaspol (explore all potentials to protect jobs in the sector).

According to Sandiaga, the ministry will provide assistance and capacity building programs for people in the 17 subsectors in creative economy. This must be done to ensure that they can transform and adapt with the digital era. This plan will complete the ministry’s another program introduced during Wishnutama’s term, which is #BeliKreatifLokal or #BuyLocalCreative. The movement aims to support entrepreneurs or small and medium business enterprises in creative industry such as fashion, culinary, and craft to revive their business from the pandemic impact.

In the #BeliKreatifLokal movement, the ministry collaborates with a number of partners such as Blibli, Gojek, Grab, Bukalapak, Tokopedia, Shopee, Blue Bird, and Kontak Hukum. Supports provided through the #BeliKreatifLokal movement includes product delivery using on-demand platform such as Gojek and Grab and product sales through online marketplace such as Tokopedia and Bukalapak. Under this movement, people within the creative industry are also entitled to assistance for co-branding and for legal consultancy to establish their business legality.

The ministry’s programs go hand in hand with the government’s national movement Bangga Buatan Indonesia (BBI) or Proud of Indonesian Products. The BBI is supported by 12 other ministries and institutions under the coordination of the Coordinating Ministry of Maritime and Investment. The 2021 BBI was launched in Bali, in I Gusti Ngurah Rai International Airport, on January 11, 2021.

“This is a national campaign to support micro, small, and medium enterprises (MSMEs) to go digital and produce more local innovative products by maximizing local knowledge as their main characteristics,” Sandiaga said.

Tourism and creative industry sectors are believed to be able to contribute more to the national GDP with its huge potential. Not only Indonesia has abundant beautiful natural tourist sites, it is also rich in cultural diversity and local wisdom from traditional culinary, music, to art performances. With more than 199 traditional dances, 724 traditional languages, and 1,340 ethnicities, Indonesia has a lot to offer.

Product diversification and tourism destinations outside Bali which are now being developed will definitely become an effective strategy to attract more tourists to Indonesia. Simultaneously, the creative economy sector surrounding the tourism industry is also expected to develop.

Photo Gallery

Borobudur Temple Java, Indonesia , oldest Buddhist monument in the world (Shutterstock/Adel Newman)

Grainy and noisy photo of volcano Lake Toba (Danau Toba) or Toba Lake in the morning . one of the biggest lake in the world , located in North Sumatera, Indonesia (Shutterstock/PLOO Galary)

Pulisan Beach With Model View (Shutterstock/Molds Moment)

Scenery from the top of Merese Hill, Lombok, West Nusa Tenggara on August 18, 2018. Merese Hill is a mainstay tourist attraction in Mandalika, Central Lombok, West Nusa Tenggara. (Shutterstock/Yonn Gro)

Landscape view from the top of Padar island in Komodo islands, Flores, Indonesia. (Shutterstock/Donnchans)

Grainy and noisy photo of volcano Lake Toba (Danau Toba) or Toba Lake in the morning. One of the biggest lake in the world , located in North Sumatera, Indonesia (Shutterstock/PLOO Galary)

One of the famous beach in Belitong Island, Indonesia. Beautiful beach with white sandy, rock and clear water (Shutterstock/Rudi Golden)

CIRCA 2010 Model Released scuba divers at Tukang Besi Marine Preserve, pristine reefs near Wakatobi Diver Resort, South Sulaweso, Indonesia, S.E. Asia (Shutterstock/Danita Delimont)

Underwater Morotai, North Maluku Indonesia. photo was taken 5/16/2017 (Shutterstock/Mancil Harsoyo)

Kepulauan Seribu, Indonesia, August 2013 (Shutterstock/Bangun Wijayanti)

The Milky Way is a large spiral galaxy with a total mass around the sun's mass, which has billions of stars with a diameter of 100,000 light years and a thickness of 1000 light years. The distance bet (Shutterstock/Arifbello19)

Borobudur - Yuliandi Kusuma.

Bromo Tengger Semeru national park. Java. Indonesia (Shutterstock/Khoroshunova Olga)

(wonderfulimage/Azhari Setiawan)

(wonderfulimage/Marcell Lahea)

More photo visit wonderfulimage.id

The “Wonderful Indonesia” logo contains five strokes of color, bending and shaping a Garuda bird. This logo was officially introduced to public in 2008, when the government launched the Visit Indonesia Year 2008 program.

Garuda bird is also known as Javanese Eagle. The bird likes to live in a group, which symbolizes living in harmony in the nature. The wings are spread which shows openness, eagerness to fly high and beyond boundaries.

There are 5 colors in the logo, namely green, purple, orange, blue and magenta. Here are the meaning of the colors:

The logo has changed several times throughout the years. The changes do not occur to the shape of the bird which act as the icon, but to the words “Visit Indonesia” or “Wonderful Indonesia”.

Initially, the “Visit Indonesia” words were located beneath the bird’s left wing. In the end 201, when the government replaced the “Visit Indonesia” program to “Wonderful Indonesia”, the words were changed to “Wonderful Indonesia” and located in the same position.

From 2012 to 2014, the “Wonderful Indonesia” words were moved to the right side of the bird’s tail. In 2016, the position was changed to the right side of the bird’s body. In 2018, it was once again repositioned to the right side of the bird’s wing. The logo is used until today.

In 2020, Tourism and Creative Economy Minister Wishnutama Kusubandio decided to replace the logo for this time being. The decision was made as a response to the COVID-19 pandemic that affected tourism in Indonesia and all over the world.

The “Wonderful Indonesia” logo is temporarily changed to “Thoughtful Indonesia”. However, Wishnutama made it clear that nothing is change with Indonesia’s main tourism branding. The “Thoughtful Indonesia” logo is introduced as a basis to launch thoughtful programs for those in the tourism and creative economy industries that are affected by the crises caused by the pandemic.

SOURCE: KEMENPAREKRAF

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Indonesia pursues sustainability in tourism development: Minister

• February 23, 2024 16:59 GMT+700

Translator: Sinta A, Tegar Nurfitra Editor: Anton Santoso Copyright © ANTARA 2024

• sustainable tourism
• sustainable development
• sandiaga uno
• green tourism

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