Cultural tourism gains prominence
Tourism is crucial as a source of foreign exchange. The government predicts it will be the largest foreign exchange earner by the year 2005. A new trend in tourism has emerged, as revealed at the recent International Conference on Tourism and Heritage Management, in Yogyakarta. How can Indonesia deal with the challenges in pursuing projected targets in the tourism industry? The Jakarta Post's reporters Rita A. Widiadana, I. Christianto, and the Post's correspondent, R. Fadjri, look at the issues in the following, with more articles on Pages 6 and 9.
JAKARTA (JP): Say goodbye to sun, sand and beach holidays. Seemingly, they could be deleted from future travelers' itineraries for vacation sites.
Countries with diverse cultural traditions, ancient ruins, historical sites, old palaces and remote natural parks will be among the preferred destinations for the 21st century holidaymaker.
For Indonesia, this is not a crystal-ball forecast. Reliable facts and figures support the projection. The latest Indonesian tourism report, released by the Ministry of Tourism, Post and Telecommunications in September l996, reveals data concerning the trend. The report shows the majority are visitors from the United States, Canada and European countries, making up a third of the total 4.32 million foreign tourist arrivals in l995.
But what's unusual is these people seem to prefer culture- related tourism to beaches.
Andi Mappi Sameng, the ministry's director general of tourism, said he is optimistic Indonesia will play a larger role in the global tourist industry in coming years.
"We have abundant cultural and historical heritages that could be promoted as potential tourist attractions. With such a huge potency, we have a strong bargaining position in world tourism," Andi said proudly.
He has probably reason to be so confident. Indonesia has hundreds of ethnic groups, each offering unique traditions. The country's natural beauty is undoubted.
It is little wonder the government has set an ambitious target for tourism. In l996, Indonesia expects to earn about US$6.57 billion, from five million foreign visitors. Last year, 4.32 million overseas tourists contributed $5.2 billion.
The government hopes tourism will be the country's largest foreign exchange earner by the year 2005. It projects that 11 million international tourists will spend at least $15 billion here.
Officials of tourist and culture related agencies have mixed reactions to the government's great expectations.
The Indonesian Tourism Promotion Board's managing director, Wuryastuti Sunario, questioned Indonesia's readiness in accommodating such a large number of visitors.
"We should be very serious in anticipating the flood of tourists, and maintain the sustainability of each tourist site," she said.
Bali has always been the best-selling tourist destination in the international market, but is already crowded by just one million visitors a year, she stated. She said the island is also facing various social, cultural and environmental implications, caused by tourist development projects.
"It is hard to imagine what will happen in 2005, when tourist arrivals reach four million." she said. "The deluge of tourists will certainly threaten the beauty of Bali."
Currently, the board is actively promoting Bintan Island in Riau, Yogyakarta and Surakarta (Central Java), Toraja (South Sulawesi), and Manado (North Sulawesi), to major overseas markets including Singapore, Japan, Australia, Taiwan and Germany.
Andi said the government has been marketing tourist sites by holding annual cultural fiestas in each province.
Edi Sedyawati, director general of culture at the Ministry of Education and Culture, complains the organizers of such festivals often lack professionalism.
"They do not have adequate knowledge of their own traditions. They often present art or traditional performances in order to meet the delights of tourists, while ignoring the authenticity of each traditional occasion," Edi said.
She said all cultural heritages, including historical buildings, archaeological sites, traditions and customs should be preserved and managed properly, before they are promoted as tourist paraphernalia.
"We have a lot of attractive historical sites, but only a few of them can be promoted. Our heritage management is still very poor," she explained.
Many old buildings and palaces across the country are in a dilapidated condition. Royal palaces such as the Surakarta Kraton in Central Java, and Maimoon Palace in North Sumatra, have lost some of their former glory. Many valuable treasures are in the hands of art dealers, or have been sold at auction houses.
Only the Borobudur temple, in Muntilan, Central Java, receives the best treatment, since it is listed by the United Nations Education, Science and Cultural Organization, (UNESCO), as a world heritage. All funds for conservation and preservation come from the world body and the Indonesian government.
"Basically, we need more funds and skills to preserve our heritages. The government can't do it alone. The participation of the private sector, and the community in general, is urgently needed. We also encourage regional authorities to improve their preservation efforts," Edi said.
In fact, the new trend in the tourist industry has captured some private companies' attention. A private company is planning to turn seven old buildings on Jl. Kalibesar Timur, downtown Jakarta, into the Panghegar Heritage Hotel.
Head of Jakarta's Building Agency, Wisnu Murti, said, "The city administration will support all investors, as long as they do not change the buildings' designs."
Of the country's 27 provinces, Jakarta is leading in preserving its heritage. Since l993, Governor Surjadi Soedirdja's administration has been undergoing a Clean Up the Old City project, aimed at transforming the 139-hectare Kota area, renowned as a miniature European city. It is earmarked to be Jakarta's most prestigious tourist and commercial district.
The Kota area is home to hundreds of neoclassical and art-deco style buildings, constructed by the Dutch colonial government between the 15th and early 20th centuries. Some buildings function as museums, such as Museum Fatahillah, Museum Wayang (Puppet), and the Maritime Museum, and are already becoming attractive tourist attractions.
There are more than 100 old buildings, now functioning as warehouses in the downtown area of Jakarta, which could be used as tourist facilities such as hotels, restaurants and art galleries.
Lack of funds has prompted the city administration to invite private companies to invest in the development of Jakarta's old city. But funds are not the only problem.
All efforts to boost cultural tourism can not be implemented without adequate and competent human resources.
Max Sahulata, vice president of Garuda Indonesia's hotel operator, PT Aerowisata, and Halim Indrakusuma, president of leading travel agency Pacto Ltd., stressed the importance of improving the quality of human resources.
Halim admitted the majority of local guides and workers in the tourist industry are still underqualified in their knowledge of history and culture. "We hope the government will commence additional training sessions, and continue various upgrading courses in history, culture and other special interests," he said.
Indonesia has many potential destinations for future tourists. But there are is a lot of homework to do if the government wants to achieve its targets in tourism. They cannot achieve this without the support of the private sector and the community as well. (raw/icn/22)