Cultural tourism gains prominence

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)