Indonesia Sails Ahead to Restore Tourism Sector's Pre-Covid-19 Glory

KOMPAS.com – Indonesia's tourism sector took a beating from the combination of the coronavirus pandemic and the low level of trust from tourists.

Businesses in the tourism sector have been among the most severely affected since the Covid-19 virus first came to light, Deputy of Marketing at the Ministry of Tourism and Creative Economy Nia Niscaya said recently.

Nia shared her thoughts on Indonesia’s tourism sector as well as the country’s travel agents during an event with the Association of Indonesian Tours and Travel Agencies (ASITA) on June 27.

“Indonesia is experiencing a lack of trust from domestic and international tourists. Therefore, we must work together to build up the trust of tourists,” Nia said in a written statement.

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The downward trend in travelers’ trust does not apply only for Indonesia, but rather globally.

Over time and in line with the government’s management of the coronavirus pandemic, the government is optimistic there will be a growing positive perception from foreigners on Indonesia’s tourism sector.

To further boost the trust of domestic and international tourists, Indonesia’s Ministry of Tourism has created its ‘Cleanliness, Health and Safety’ protocol.

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The Covid-19 socialization effort is disseminated through interactive means such educational videos and handbooks distributed to businesses in the tourism and creative economy sector.

Indonesia’s Ministry of Tourism and Creative Economy also promotes socialization measures, training, and publications using various channels targeted for domestic and international tourists.

“Indonesia’s success in mitigating the coronavirus pandemic could affect its nation branding,” said Nia.

For this reason, it is important to establish a strong synergy between ASITA and country representatives that have a market share in Indonesia’s tourism sector.

Campaigning for Success

Taking a leaf from countries that have mitigated the Covid-19 crisis, the domestic market is the first to restart their gear.

The ministry has launched its #DiIndonesiaAja (#JustStayinIndonesia) campaign.

It is intended for families, couples, solo travelers, and government.

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Another campaign that’s in the pipeline is the ministry’s #DreamNowTravelTomorrow.

The future campaign is part of a branding strategy to disseminate information on the ‘Cleanliness, Health, and Safety’ program to foreign travelers.

It will use inspirational content to share Covid-19 health protocols with international tourists.

Maintaining communication with tourism destination partners is an added effort to restore Indonesia’s tourism sector back to its pre-Covid-19 days.

“The point is, we have to make our presence known in the [tourism] market by featuring content that can inspire tourists,” said Nia Niscaya. 

(Writer: Aditya Mulyawan | Editor: Anggara Wikan Prasetya) 

Source: https://travel.kompas.com/read/2020/06/28/161137527/upaya-memulihkan-sektor-pariwisata-indonesia-pascapandemi-covid-19