The Importance of Promotion to Boost Indonesia's Tourism Competitiveness
The Indonesian Travel Agent Association (Astindo) has asserted that tourism promotion is a key element in enhancing Indonesia’s tourism competitiveness amidst intense global competition. This message was delivered by the General Chair of Astindo, Pauline Suharno, during the opening of ANTX 2026 in Jakarta on Monday (18/05/2026).
According to Pauline, regardless of the potential a destination possesses, it will not have a significant impact without precise packaging and targeted promotion strategies. She explained that global tourism destinations are currently focusing on the concept of ‘quality over quantity’, aiming to attract more specific and high-value tourists. This trend is driving tourism industry players to develop niche markets such as gastronomy, adventure, wellness, and MICE (Meetings, Incentives, Conferences, and Exhibitions).
As global tourists become increasingly selective, promotion serves as the primary tool to showcase Indonesia’s unique features, service quality, and product differentiation compared to other nations. Furthermore, global economic and geopolitical uncertainties are placing pressure on tourism operators. In such situations, consistent and creative promotion can act as a pillar to ensure destinations remain visible and attractive to travellers.
Pauline expressed optimism that the Indonesian tourism industry can meet these challenges, noting that the sector previously demonstrated resilience during the pandemic through creativity and adaptability. She cited the high public enthusiasm for major events, such as F1, as evidence of strong purchasing power and travel interest, which can be maximised through proper promotion.
Generation Z now plays a significant role in determining destination trends due to their habit of scrolling through social media before deciding to travel. This reinforces the fact that digital promotion is no longer an option, but a necessity. However, established generations with higher purchasing power still prioritise comfort and integrated services. For this group, promotion that highlights the ease of services provided by travel agents is a crucial factor.
These shifting patterns make collaboration between travel agents, business owners, and tourism stakeholders increasingly vital to ensure promotion reaches various segments. “Tourism is not just an industry; it also helps improve the welfare of local communities, as well as our stakeholders in tourism. Together, we can achieve this,” she stated. By strengthening collective tourism promotion, Astindo hopes that Indonesian tourism can excel on the global stage while providing more equitable economic benefits to the community.