World Report

‘Indonesia, just a smile away’ is the current campaign that is working to improve the country’s image abroad

staggeringly beautiful collection of over 17,000 islands, spread over more than 3,000 miles of tropical ocean, Indonesia is not short of visitor attractions. Ancient temples, wild tigers and tropical rainforests complement the vast stretches of unspoiled golden beaches and blue shores; the traditional magnets for foreign tourists.

The key to Indonesia is its sheer diversity. With more than 300 ethnic groups and languages, no other country offers such a variety of people, culture and landscape.

The warm tropical climate and broad appeal of Indonesia have lured tourists from Britain and across the world for years. Although Bali has gained almost legendary status among travellers, other exotic destinations, such as Java, Sumatra and Komodo – home of the Komodo dragon, the world’s largest lizard – continue to excite the imagination of Europeans and other visitors. Kalimantan, or Borneo, with its impenetrable and dark jungle terrain, holds an unending fascination for the more adventurous, for example.

The problem facing local tourism officials is the question of security. The priority remains to restore confidence in the minds of people around the world, in the wake of the 2002 Bali bombing and last year’s Marriott Hotel blast in Jakarta.

Although officials are keen to point out that such incidents can take place anywhere in the world at any time, there is still work to be done to repair the damage. “Our problem is not with the product itself, but with the image,” says Minister of Culture and Tourism I. Gede Ardika. “People perceive Indonesia as an unsafe country.”

The current promotional campaign – ‘Indonesia, just a smile away’ – suggests that the opposite is true; Indonesia is as enticing as ever. It is a land of unique charm, whose people are warm and hospitable. Mr Ardika insists that it is the people and the cultures of Indonesia that will bring the tourists back. “Indonesia is still safe, Indonesia is still open, and the people are still charming and full of smiles. That is the message we are trying to send out.”
Mr Ardika says that Indonesia is all about appreciating differences. “It’s an open country – this is the nature of tourism, to meet people whatever their nationality, tradition or religion.”

I. Gede Ardika
Minister of Culture and Tourism
‘Indonesia is still open and the people are still full of smiles’

Foreign visitors are already returning, underlining the resilience of the market. This is quite an achievement following the SARS epidemic and the war in Iraq that kept people away in 2003 and tested the tourism industry throughout the region.

The government’s new plan includes key issues such as overhauling the local tourism industry, streamlining the way the country is promoted and leveraging the strengths of the regions. This means cutting through red tape, improving dialogue between the centre and the regions and between the state and the private sector, and raising the standard of services throughout the country.

Mr Ardika says that it is vital that the regions begin to exploit their own natural tourism resources, selling local attractions to visitors, whether it be lakes, handicrafts, heritage sites or surfing. He believes that the tourism sector can be used as a tool to strengthen the unity of the nation and as a vehicle to enhance understanding andappreciation among the people. “This is the role of tourism, to spread development in our country,” he says. “Tourism is the most effective way to reach the remote areas.”

Regions such as Papua province are learning to promote their natural assets

A classic example is the development of eco-tourism initiatives, something with almost limitless potential in such a lush and wild tropical environment. “With eco-tourism we are able to reach people in the remote areas and bring benefits to them.” This means jobs and wealth to people with few other means of supporting themselves,” says Mr Ardika.

There are also plans to improve tourism links with other countries in the region, such as Malaysia and Thailand, to market Southeast Asia as a single destination and to build co-operation rather than competition.
The development of Indonesia as a cruise tourism destination is one of the key targets. The Ministry of Culture and Tourism is keen to integrate the country into the regional cruise business and is seeking investment to create the infrastructure required. In a land of islands, where land-based travel is often limited, cruise ships offer a comfortable way to reach some of the world’s untouched locations.

The prospect of more active promotion from the regions could open up the country even more for foreign visitors, unlocking new and undiscovered sites and sounds. Here, Mr Ardika says the key is to alter how regional administrations go about their promotional business. “We want to move their mindset away from a bureaucratic way of thinking to a more entrepreneurial way of thinking.”

A trip to Java is not complete without a visit to Borobudur (monastery on the hill), which is one of the seven wonders of the world

Plans are under way to market Southeast Asia as a single destination

The aim is to open new doors for tourists as well as to help boost regional economies. Ultimately, it is the everyday events such as the local festivals, ceremonies, temple processions and dances that make Indonesia such a special and unique place.

For those seeking something extraordinary, there is plenty that will appeal. The noble city of Yogyakarta, on Java island, home to two of Indonesia’s legendary monuments, Borobudur and the Prambanan Temple complex, is certainly on the must-see list.