Local Tourists the Apple of the Eye in Indonesia’s Tourism Ministry New Normal Plan

KOMPAS.com – Indonesia’s Ministry of Tourism aims to win the hearts of Indonesian tourists as part of its strategy in the new normal transition.

Targeting the domestic market is at the heart of the tourism ministry’s strategy to restore Indonesia’s national economy that has been hit hard during the coronavirus pandemic, said the spokesperson for the Covid-19 Task Force at Indonesia’s tourism ministry, Ari Juliano Gema.

To win over Indonesian tourists, the ministry will launch its #DiIndonesiaAja (#JustStayinIndonesia) social media campaign.

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The campaign seeks to encourage Indonesian tourists to travel domestically while adhering to the ministry’s ‘Cleanliness, Health, and Safety’ (CHS) health protocols.

The CHS health protocols recently went into effect and are the ministry’s attempt to address the Covid-19 crisis in the new normal.

“Digital guidebooks and creative content creation partnering with hotels, restaurants, and other creative economy sectors will soon be launched,” said Ari in an official statement to Kompas.com on July 3.

Foreigners not forgotten

Indonesia’s tourism ministry has also prepared a range of strategies to lure foreign tourists to visit the country in the new normal.

The ministry has continued its soft promotion strategies namely through its #DreamNow #TravelTomorrow campaign.

“Citizens around the world are sensitive at this moment, thus overseas promotions are more focused on telling them to #DreamNow while inspiring them to #TravelTomorrow,” said Ari.

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The "dreaming" concept is considered a good step to create a customer journey, according to Ari.

“As such, Indonesia must continue its digital promotions to inspire travelers so when conditions for traveling improve, they will choose to visit Indonesia,” said Ari.

Statistics Indonesia recorded 163,600 foreign tourist arrivals to Indonesia in May 2020 which was a 3.10 percent increase than the previous month.