Tourism and Creative Economy Minister Mari Elka Pangestu. (JG Photo/Agung Chandra) |
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A poor
global perception of Indonesia coupled with a lack of infrastructure and
connectivity are hampering foreign tourism growth, the nation’s tourism and
creative economy minister said on Thursday.
“If you
Google image [search] Indonesia, you will see the national flag, the Garuda
[national symbol], and only one picture related to tourism: the Borobudur
Temple,” Minister Mari Elka Pangestu said in a visit to the BeritaSatu Media
Holdings office in Jakarta.
“But if you
Google image Cambodia, you will see a lot of Angkor Wat images,” she added,
referring to that country’s renowned Hindu temple complex.
Mari said
international perceptions of Indonesia were tainted by terrorism and tsunamis.
Meanwhile, Bali remains the main tourism point of reference for most.
“We need to
change these perspectives by pushing more positive news about Indonesia and
promoting tourism,” she said.
The
ministry is targeting the number of foreign tourists to reach 10 million in
2014, but a lack of infrastructure and connectivity is hampering tourism
growth.
Mari said
the ministry is aiming for average annual growth in foreign tourism of 1
million people per year. Last year, there were 7.6 million foreign tourists and
this year the ministry is targeting about 8 million.
“Hopefully
in 2014, the number of foreign tourists can reach 10 million. This is still
half of Malaysia’s foreign tourists though,” she said.
“What’s
more important than numbers is the quality of the tourists. We want tourists to
stay longer, spend more and return to Indonesia,” the former trade minister
added.
The tourism
sector generated a foreign exchange income of $8.6 billion in 2011, a 13
percent increase from the previous year.
Mari said
foreign exchange income from the tourism sector was expected to reach $9.5
billion this year and $11 billion by 2014.
She added
that domestic tourism is still fueling growth in the sector, with 125 million
domestic tourists generating revenues of Rp 15 trillion ($1.6 billion) for the
sector last year.
“We will
continue to promote tourism destinations. There are approximately 200 points of
tourism in 80 destinations in Indonesia. Indonesia is more than just Bali,” she
said.
Lake Toba
in North Sumatra, Bunaken Island in North Sulawesi and Komodo Island in East
Nusa Tenggara are among the tourism gems, Mari said.
The
ministry has a budget of Rp 400 billion for promotional purposes, relatively
small compared to the foreign exchange income it has generated.
“Our
branding, ‘Wonderful Indonesia,’ is not quite working. But I think the problem
is not the message. It is the lack of infrastructure and connectivity,” she
said.
She said
that the number of direct flights to tourism destinations was still lacking and
airports and seaports were overcapacity.
“To solve
this, we need cooperation with the Public Works Ministry, State Enterprises
Ministry and the Transportation Ministry. I can see that improvements have been
done,” she said.
The
ministry has divided the tourism destinations into seven categories: Sports
tourism (diving, golf); eco tourism; cruise ship tourism; spa and medical
tourism; culture and heritage tourism; culinary and shopping tourism; and MICE (meeting,
incentives, conferences and events) tourism.
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