Transformation of Tourist Destinations: InJourney Strengthens Identity of Borobudur, Prambanan, and Ratu Boko
InJourney, a state-owned holding company in the aviation and tourism sector, is continuing to transform its management of national tourist destinations. This transformation touches not only infrastructure and services, but also changes the approach to managing cultural heritage destinations to offer experiences more relevant to modern tourists whilst maintaining preservation values.
Yudhistira Setiawan, Corporate Secretary SVP of InJourney, stated that the transformation is being carried out using a thematic approach at each destination, giving each a distinct identity and experience. InJourney wishes to ensure that each managed destination has clear positioning, from cultural and spiritual dimensions to the tourism experiences offered to visitors.
One transformation centres on the Borobudur Temple complex, which is being developed as a spiritual heritage destination. Yudhistira explained that the area is being developed as a centre for Buddhist cultural and religious activities, for both Indonesian and international visitors. Borobudur is being positioned not only as a historical tourism site but also as a cultural and spiritual heritage centre capable of serving as a meeting point for spiritual activities, cultural exchange, and religious reflection.
“There will be an eagerly anticipated event every year: Waisak Day in May. This represents one manifestation of InJourney’s transformation, where we combine cultural and religious elements in a single event reflecting the transformation we have undertaken. That is for Borobudur,” he said during a discussion with Republika at the Prambanan Temple Complex.
Yudhistira acknowledged that the Waisak Day celebrations held annually at Borobudur always attract attention from Buddhist communities across various countries. Through this transformation, InJourney hopes Borobudur will become not only a popular tourist destination but also possess a global role as a centre for Buddhist spirituality and culture.
By contrast, Prambanan Temple complex is being developed with a living cultural heritage concept. Prambanan has a character more open to various creative activities, ranging from cultural festivals and artistic performances to entertainment activities based on culture. Therefore, this destination is being directed towards becoming a centre for dynamic and living arts, cultural, and performance activities.
Various events have been held to strengthen this concept, including the Prambanan Jazz Festival, which presents diverse artistic and cultural performances.
“Because Prambanan Temple does have a more modern atmosphere and its management emphasises cultural events and performances such as Prambanan Jazz Festival,” he said.
Meanwhile, Ratu Boko site is being developed as a natural heritage destination highlighting natural authenticity and historical value. The area is known as one of the best locations for enjoying sunrise and sunset panoramas in the Yogyakarta region. InJourney is working to maintain the site’s authenticity to continue representing its historical condition from the kingdom period.
“Taman Mini has now transformed into a centre of culture and a showcase of Indonesia in miniature. There will be many cultural activities, performances, theatre, and dances such as Kecak Dance. The pavilions will also be revitalised to provide more valuable and meaningful experiences about learning Indonesian culture within the Taman Mini complex itself,” he said.
He emphasised that the success of this transformation also requires support from the community and tourists to maintain the preservation of cultural heritage sites. Visitors wishing to climb temple structures, for example, must make reservations and wear special footwear or upanat as part of preservation efforts.
“The aim is to provide more valuable and meaningful experiences going forward,” he said.
“We also request community support—continue to visit tourist destinations, but please respect the rules in place within the temples. This will bring goodness for all of us in the future, as we must maintain the preservation of these destinations,” Yudhistira added.
Furthermore, InJourney is targeting the creation of an integrated tourism ecosystem through a seamless experience concept for tourists. Within this ecosystem, visitors can enjoy interconnected journeys from air transport, tourist destinations, accommodation, to retail selling UMKM products.
“However, this ecosystem will not function and will not be optimal without support from stakeholders, particularly tourists themselves. So we invite everyone: let’s travel in Indonesia, let’s take holidays in Indonesia, let’s enliven existing tourist destinations, and let’s revive the world of tourism in Indonesia,” he said.
InJourney is also capitalising on the Eidh holiday momentum to present various new tourism experiences aligned with the destination development concept being undertaken. Gistang Panutur, Commercial Director of InJourney Destination Management, stated that InJourney sees the Eid holiday period as an important season for the domestic tourism sector.
The company is presenting ‘Eid at the Temple’ events to combine family reunion moments with recreation experiences. According to him, current tourism trends show that people are seeking not only entertainment but also more meaningful experiences.