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Indonesia: Eyeing emerging tourism markets

Indonesia plans to consolidate tourism growth in the first quarter by branching out into new growth areas such as Islamic heritage and sporting and health tourism. But critics say it should first improve basic infrastructure and facilities.

Figures released on May 1 showed a yearly increase of 6% in tourist arrivals in the period between January to March, or 2.02 million holidaymakers, recorded the National Statistics Bureau. Praising promotion work by the tourism board for the growth, NSB chief Suryamin told media in March alone there was a rise of by 10.13% to 725,300 visitors. [1]

In 2012, Indonesian tourism contributed $9.07 billion to the country’s foreign exchange earnings, 6.03% higher than in the previous year’s (2011) $ 8.554 billion. There was also a 5.11 per cent increase in arrivals to 8.04mn and total investment in the industry reached US$ 869.8 million, an impressive 210.86% over investments the year before.

While such growth puts the country on target for its goal of welcoming 9 million foreign holiday makers in 2013, the country is hoping that its sizeable Muslim population and heritage will give it unique selling points in the emerging market of Islamic tourism.

On May 3, Jakarta launched a major drive to attract more Saudi Arabian tourists with a promotion at the Mall of Arabia in Jeddah.

“This event aims to promote Indonesian destinations for the Kingdom’s residents, both citizens and expatriates,” said Nur Ibrahim, vice consul at the Indonesian Consulate General, which organized the event in coordination with the Indonesian Ministry of Tourism and Creative Economy, and Garuda Indonesia.[2]

In 2012, the ministry created a working group consists of representatives from the tourism industry to study developing the product aspect of sharia tourism - such as business standardization for for hotels and restaurants - as well as human resources and promotion.

The ministry has also identified nine...