Tourism industry needs change

Tourism industry needs change

By Yuho Konno

JAKARTA (JP): Foreign currency earned from overseas tourists
to Indonesia was US$ 6.62 billion in 1997, slightly short of the
target. However, this figure did show an increase of 5 percent
over the previous year.

Foreign currency revenue did not surpass Indonesia's trade
surplus of $9.45 billion, but it is playing an increasingly
important role in improving Indonesia's balance of payments,
especially given the economic crisis.

In this respect, the promotion of Indonesia as a destination
for tourists will undoubtedly become an important national policy
in the years to come.

It is a fact, though, that psychological insecurity and
anxieties felt by overseas tourists caused by the current
instability in Indonesia have led to a sudden and sharp drop in
the number of foreign, including Japanese, tourists.

In order to deal with the rapidly changing and serious
situation, effective security and public safety measures need to
be devised and implemented so as to eradicate the feelings of
insecurity felt by overseas tourists.

At the same time, future tourism policies should not simply be
an extension of past and current policies but rather introduce
and be based on the concept of "competition within the
marketplace", and consider how tourists can be lured to Indonesia
and be enticed to select Indonesia as their holiday destination.

In the case of an airline, safe transportation and the pursuit
of customer satisfaction are the basis of business operations. In
particular, safe transportation is the very lifeline of an
airline and, as such, is given first priority over all other
matters.

The tourism sector should also place greater priority on
safety. While providing means of safe transportation within a
nation, a high level of public safety which allows tourists to
walk safely around town and strict public hygiene management at
resort facilities, are also necessary to attract overseas
visitors.

Even residents from abroad, like myself, do not feel safe
walking down Jl. Sudirman and Jl. Thamrin, Jakarta's main
streets. Taxis too, for the most part, have a very bad
reputation. Overseas residents are very cautious when they have
to use them. Tourism authorities should immediately set about
rectifying these two points, at the very least, so that overseas
tourists will place greater faith in Indonesia.

Changes in the manufacturing industry have occurred over the
past few years from "a time where anything made can be sold", to
"a time where salable items must be produced." This is now common
practice within the manufacturing sector.

The way of thinking in the tourist industry also needs to
change from one where "tourists will come here if we develop
tourist facilities", to one of "let us develop tourist facilities
that tourist want to visit". Overseas tourists, including
Japanese tourists, are faced with a diverse range of countries
and destinations to choose from.

Amid such circumstances, it is necessary for Indonesia to
consider how it can encourage overseas tourists to come to
Indonesia and how it can urge them to select Indonesia over other
destinations. This should be looked at from the angle of
comparison with other destinations to determine what makes
Indonesia the best option for a tourist.

These two points -- looking at the tourist industry from the
consumers' point of view and not the producer's point of view,
and the establishment of what makes Indonesia a better
alternative -- should be incorporated into future tourism
policies as part of the logic of competition within the market-
place.

I believe there are three points which Indonesia should
immediately tackle in order to attract more Japanese tourists.
1. The redesign of a comprehensive national tourism plan.

Instead of developing particular tourism sites in a sporadic
manner and focusing on each particular locality, development
taking the whole picture and the line of flow of tourists to
resort areas, should be taken into account. Infrastructure,
including access to resort locations, and facilities for
tourists, such as rest areas on the way to resorts, need to be
designed and constructed as part of a comprehensive tourism plan.
2. Establishing superiority over other holiday locations.

The contents of tour operations should be inspected and
scrutinized from the viewpoint of the customers and the line of
flow of customers once they arrive in Indonesia. Is the service
provided to tourists conducted in a friendly and sincere manner?
In order for Indonesia to establish itself as a better option
over other tourist destinations, the necessary changes and
reforms should be implemented.
3. Establishing and consolidating a system for providing tourist
information on Indonesia.

An information system aimed at enhancing Indonesia's image and
attracting tourists to Indonesia needs to be established. This
system should provide information which entices tourists to visit
Indonesia, makes tourists select Indonesia over other
destinations and informs tourists on what can be done in
Indonesia. Such a system needs to be established in both
Indonesia and Japan and should provide the latest live
information from Indonesia, to not only customers, but to
potential customers as well.

It was certainly no laughing matter when tourists canceled
their trips to Bali due to haze in Sumatra and Kalimantan, even
though Bali was not affected by the problem at all. I am sure
that many tourism-related businesses in Bali were sorely grieved
and even cried over the cancellation of many Japanese tourists to
Bali when the Japanese Ministry of Foreign Affairs issued a
warning to tourists traveling to Indonesia. These examples are
living proof of the need for accurate and well-timed information
from Indonesia.

With its beautiful natural environment, unique history,
religions, traditional and performing arts, marine resorts and so
much more, Indonesia is rich in natural tourism resources.

In this respect, Indonesia can count itself among the best in
the world. Front-line staff directly involved with tourists in
Indonesia are renowned for their hospitality and friendly
character.

The future of the tourist industry in Indonesia depends on
what type of structure to maximize total performance can be
constructed. The future of tourism in Indonesia depends on how
effectively natural resources and human resources can be
combined.

Now is the perfect time for Indonesia to devise an action
program which is behavioral, observable and measurable that will
make overseas tourists exclaim, "Indonesia has changed!"

It is my sincere wish that these suggestions can be of some
assistance in devising a tourism policy for Indonesia. I am
certain that opportunity awaits Indonesia in enticing overseas
tourists to its shores.

The writer is Vice President and Regional Manager Indonesia
for Japan Air Lines.