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.