Attraction
When we suddenly asked: what is the real strength or Indonesian tourism attraction that distinguishes it from other countries, so that the proper sale? In general would say, its natural beauty. For a rare trip overseas tour to the correct answer is probably because they have never seen another realm. Or culture, but culture where whether or Java, Bali, Toraja, or the other. Back managing cultural heritage still nothing compared to the cultural heritage of Greece, Rome, Egypt, our ability to still linger. Even in the ASEAN region alone the management of our cultural heritage is still behind compared to Thailand or Cambodia's Angkor Wat with her. All this need not arise stated that the narrow arrogance that Indonesia is everything, the most beautiful in the world, complacency quickly; so he thinks every citizen of the world yearn to visit Indonesia by way of savings or other means. Surely the beauty of nature or cultural heritage is physically no more than seonggokan mountain or the temple or the object / other buildings, or the beautiful beaches that are shared by different countries located adjacent to the barn the international tourists. Because without the community around the monument, the mountains or the beach attractions are no more than inanimate objects, there is no spirit of life and did not even mean anything to visitors.
Therefore, it should be realized that the strength of tourism in Indonesia is a human lie. Humans are warm, warm-hearted, generous smile and likes to help his guests, making the "miss" to go back again. This picture is of Indonesian people in general are characterized by so and we acknowledge also that there is also a small group of Indonesian people who have no such behavior is described, and this is only the excess of the changes currently taking place in Indonesia.
Since it was the power of tourism menemukenali that we are human beings, various measures should be focused on the cultivation of human beings. Actually it was pioneered in 2001 by introducing the branding Indonesia, Just a Smile Away, and also resulted in the achievement of foreign tourists in 2001, namely for 5.153 million and in 2002 for 5 million (dikala other countries suffered due to decline in foreign tourists arrival of the WTC tragedy - New York). But unfortunately branding little known countries such as Malaysia Truly Asia should have a replacement for no apparent reason. We see on CNN branding changed to Indonesia, The Color of Life. And not until a year ago (February-April 2003) President Megawati delivered a sub theme of Indonesia, Endless Beauty of Diversity, in commercials on the BBC and CNBC welcome the 2003 PATA conference. Even in 2004 it launched new branding: Indonesia, Ultimate in Diversity (so similar to Honda CRV car ads - the ultimate driving comfort and worry free driving). What is surprising is this is done without any explanation or foundation surveys clearly why choose these words.
All of this is describes amburadulnya Indonesian tourism management, at least in the central government agency responsible membinanya. With the same leadership since 2001 until now seems to be no consistency in its policies so that not only confuses the real perpetrators of Indonesian tourism, but also the principals abroad because there are two impressions with different branding, CNN with the words have been changed while CNBC and the BBC are still following the sub-branding that proclaimed by President Megawati (who may have been forgotten by the minister). Therefore, if there is no solid foundation, should be returned to the old branding, at least until the next three years so as not to confuse the international market and was the subject of derision and jokes people who understand marketing or image creation.
Market Priorities and Outlook 2004
Since September 11, 2001 the government and tourism players have agreed to more focused marketing to Indonesia with priority neighbor countries (short-haul) and regional (medium haul). In addition 70% foreign tourists came from Indonesia this market segment, there is also a tendency to fewer people who travel too far from where she lived only for travel. Too many risks, especially related to safety and convenience and efficiency for tourism currently dealing with "time-money rich poor people" (a treasure but poor in time). Hence, various efforts were made with attractive tour packages to foreign tourists around our country is more interested in visiting Indonesia compared to other countries. This view is more believed again after the tragedy of Bali, in October 2002. Without the tragedy was to overcome the problem of tourism is very difficult, especially coupled with this tragedy, even followed by the Marriott Hotel tragedy (August 2003). Even worse after the various tragedies that this is really a test, cohesiveness and unity among tourism players felt very good before, has been divided for a variety of ambitions and political maneuvering in order to appear a hero of Indonesian tourism (perhaps to be remembered even though late and history without a clear achievement).
Therefore, beginning in 2003 BP-Budpar, as the institution's operations while giving the impression that in 2003 Indonesia will achieve the lowest number under the year 2002 (5 million tourists), for 4.5 million to 4.8 million foreign tourists. The reporters asked him how come lower than the 2002 Bali bombings which occurred. Analogy with the arrival of the disease suddenly but healing takes time and gradually. Besides, the year 2002 from January to October 11 the condition of Indonesian tourism is still normal because of abnormalities experienced only two and a half months alone, while in 2003 abnormalities will last a full year will even spread to the year 2004 (when it did not know if will happen Marriott bombing). So the main factor is security, although no single country in the world to ensure that foreign tourists would be safe while living in the country. All they needed was a "signal" that the Indonesian earnestly maintain security.
Meanwhile, in the year 2004 we will hold elections respectively in April, July and September. If the presidential election can be done only once the month of July the businessmen believed that the conditions will be normal again and is expected to be an increase in visits to Indonesia (if the security conditions to support). But if the presidential election to be repeated (in September) is likely to have negatively impacted the tourism Indonesia because the losing party is likely to do mischief, because the soul still entrenched sportsmanship among our politicians. Therefore, in order not only thoughtful as it is way out in 2004 recommended the perpetrators of Indonesian tourism is more focused on the domestic market, working on tourists (wisnus) seriously and so well that a minimum condition of the company cash-flow will be saved. And should not make new investments or expansion because the conditions of political stability is less supportive of new investment in tourism. On the basis of these conditions then the expected number of foreign tourists in the year 2004 will reach a maximum of only 4.5 million foreign tourists. If the White Paper is targeted Menbudpar must be deposited or generate $ 5 billion will have to work hard trying to keep the length of stay (length of stay) was much longer than just 10 days with a variety of quality improvement and variation of attractions that draw them to stay longer again. And most affected areas are mainly Balinese, while the entrance and Batam Cengkareng be little impact because most of the visitors who come through these doors is to do business not travel in the real sense, though still will decline as well. Besides, we should not get caught up in the "present", eliminating the idealism with pragmatism is only a short term only. Answer ex-patriate early discussion that the tourism sector who will replace the belle of the Indonesian economy will let us make the guidelines and begin to look forward at least 2010 years, as Thailand has initiated a target of 30 million foreign tourists in 2010. which must be supported by preparation and steady and strong leadership, rather than the weak followed by a management shambles. It is time to get back together because without unity of Indonesian tourism is highly unlikely to stand in line with neighboring countries, Malaysia, Thailand and Singapore.
Also should realize that the tourism sector is the provider of job opportunities that a dominant 10% of employment in Indonesia with a direct workforce of 7.3 million and the indirect 5 million people. So when there is problems that hamper the progress of tourism would have a negative impact on the availability of employment. Therefore, strategies must be directed to the target job creation, or at least maintain the number of workers present.
Industrial Restructuring
From the industry side have also done similar industry restructuring undertaken by the banking industry which requires a minimum deposit of capital, given the capital structure of the Indonesian tourism industry is very weak, if we take the example of a travel agency group (BPW) which should be a priority reform. Because the spearheads tourism activities do exist at the travel agency (BPW) which has a function to package tour packages to offer to consumers both at home and abroad, so that each BPW really have the ability as a DMC (destination management corporation) is not merely serves as a ticket sales agent, as happened today. With the DMC so every trip will be more efficient, quality and price standards may be made to be obeyed by the parties and the competition should only be done in terms of service only. It had never occurred to the Indonesian government so that even though they formally take shelter in one association, but the dispute turned off each other's efforts even frequent. Another weakness is the weakness of BPW capital most companies and do not have access to funding sources (banks). So that in negotiations with foreign partners, BPW Indonesia will always be on the weak side and could not determine, but always determined. This condition can actually be understood as more than 90% BPW to the financing of SMEs belonging to the weak. They generally come from the tourist guides who want to establish independent BPW home away from home. Automated so that limited managerial capacity and vision of the business would be limited too. Indonesia to prepare the future there must be courage to restructure BPW by setting a minimum capital or mergers that may be stronger BPW she offered the position (bargaining position). And in the next five years is expected BPW Indonesia already has a strong, professional and so have the ability to penetrate foreign markets. Similarly, the quality of human resources (HR) must also be a tour guide can be improved by doing pengketatan granting linsensi as a tour guide who is always on the update at a certain period to improve the ability to quality standards. In this example, and Indonesia can learn from Malaysia and Thailand in preparing skilled workers in this field. Besides mastery in any field of information technology should be increased to remember that we are dealing with a computer literate generation, so if you are not online, are not you on sale.
Leadership
BP-Budpar merger into the Ministry of State institutions is a setback that is felt by the Indonesian tourism, and foreign partners. Numbers like 5.153 foreign tourists visit the ever achieved in the year 2001 seems to only be a dream until the Mutual Assistance Cabinet service was ended at this year spent two years just to do "housekeeping" or dismantle the institutional internal tide without any benefits and a clear direction feelings of resentment than to abolish the old scars. Institutions which had sought to become a Singapore Tourism Board, Hong Kong Tourism Board, Tourism Authority of Thailand or Australia Tourism Commisssion, he did not want his birth because it is among the bureaucrats and also some of the industry that there is an allergic disease of the application of professionalism in the tourism sector. This narrow view is only for mere self-interest rather than to the interests of the nation. Likely if they think until it formed a professional organization will sirnalah business opportunities that have been obtained by improper means, and for the bureaucrats will lose the opportunity to occupy a strategic position which would later be diiisi by professionals. Looks very clean-up effort by the replacement of CNN advertising materials whose quality is inadequate to support the recovery effort image of Indonesia, as described in the previous section. Must be recognized that in order to set up tourism as a leading sector figure indispensable leader who had vision and authoritative. Figure Soesilo Sudarman one example that has appeared in the government and managed tourism merakyatkan with his concept of Enchantment Sapta. After that we lost such figures him. Figure who has the courage to say no to someone other ministers if there are disturbing the smooth running of tourism such as issuing visas facilitation issues. Figure who could coordinate the other cabinet members at tourism issues discussed, not just send the echelon II and often his only echelon III to be present in a strategic meeting .. And the figures may be an example of both the internal environment led the institution and outside the institution, because it does not side with a group of individuals, only word and deed, and honest and fair with no practice of nepotism that was always respected figure and his partner ranks. With these figures, the future of Indonesian tourism as a leading sector seems to be no hope. Hopefully we get these figures in the government that will come.
_____________________
Setyanto P. Santosa was born on August 9, 1946 at Gombong, Kebumen, Central Java. Finish college at the Faculty of Economics, Padjadjaran State University in 1971 and went on a Masters degree in Economics at Michigan State University, East Lansing United States from 1976-1978. Since 1998 Civil Service status with the rank of Pembina Utama Madya (Gol. IV-D)
Source: kolom.pacific.net.id
When we suddenly asked: what is the real strength or Indonesian tourism attraction that distinguishes it from other countries, so that the proper sale? In general would say, its natural beauty. For a rare trip overseas tour to the correct answer is probably because they have never seen another realm. Or culture, but culture where whether or Java, Bali, Toraja, or the other. Back managing cultural heritage still nothing compared to the cultural heritage of Greece, Rome, Egypt, our ability to still linger. Even in the ASEAN region alone the management of our cultural heritage is still behind compared to Thailand or Cambodia's Angkor Wat with her. All this need not arise stated that the narrow arrogance that Indonesia is everything, the most beautiful in the world, complacency quickly; so he thinks every citizen of the world yearn to visit Indonesia by way of savings or other means. Surely the beauty of nature or cultural heritage is physically no more than seonggokan mountain or the temple or the object / other buildings, or the beautiful beaches that are shared by different countries located adjacent to the barn the international tourists. Because without the community around the monument, the mountains or the beach attractions are no more than inanimate objects, there is no spirit of life and did not even mean anything to visitors.
Therefore, it should be realized that the strength of tourism in Indonesia is a human lie. Humans are warm, warm-hearted, generous smile and likes to help his guests, making the "miss" to go back again. This picture is of Indonesian people in general are characterized by so and we acknowledge also that there is also a small group of Indonesian people who have no such behavior is described, and this is only the excess of the changes currently taking place in Indonesia.
Since it was the power of tourism menemukenali that we are human beings, various measures should be focused on the cultivation of human beings. Actually it was pioneered in 2001 by introducing the branding Indonesia, Just a Smile Away, and also resulted in the achievement of foreign tourists in 2001, namely for 5.153 million and in 2002 for 5 million (dikala other countries suffered due to decline in foreign tourists arrival of the WTC tragedy - New York). But unfortunately branding little known countries such as Malaysia Truly Asia should have a replacement for no apparent reason. We see on CNN branding changed to Indonesia, The Color of Life. And not until a year ago (February-April 2003) President Megawati delivered a sub theme of Indonesia, Endless Beauty of Diversity, in commercials on the BBC and CNBC welcome the 2003 PATA conference. Even in 2004 it launched new branding: Indonesia, Ultimate in Diversity (so similar to Honda CRV car ads - the ultimate driving comfort and worry free driving). What is surprising is this is done without any explanation or foundation surveys clearly why choose these words.
All of this is describes amburadulnya Indonesian tourism management, at least in the central government agency responsible membinanya. With the same leadership since 2001 until now seems to be no consistency in its policies so that not only confuses the real perpetrators of Indonesian tourism, but also the principals abroad because there are two impressions with different branding, CNN with the words have been changed while CNBC and the BBC are still following the sub-branding that proclaimed by President Megawati (who may have been forgotten by the minister). Therefore, if there is no solid foundation, should be returned to the old branding, at least until the next three years so as not to confuse the international market and was the subject of derision and jokes people who understand marketing or image creation.
Market Priorities and Outlook 2004
Since September 11, 2001 the government and tourism players have agreed to more focused marketing to Indonesia with priority neighbor countries (short-haul) and regional (medium haul). In addition 70% foreign tourists came from Indonesia this market segment, there is also a tendency to fewer people who travel too far from where she lived only for travel. Too many risks, especially related to safety and convenience and efficiency for tourism currently dealing with "time-money rich poor people" (a treasure but poor in time). Hence, various efforts were made with attractive tour packages to foreign tourists around our country is more interested in visiting Indonesia compared to other countries. This view is more believed again after the tragedy of Bali, in October 2002. Without the tragedy was to overcome the problem of tourism is very difficult, especially coupled with this tragedy, even followed by the Marriott Hotel tragedy (August 2003). Even worse after the various tragedies that this is really a test, cohesiveness and unity among tourism players felt very good before, has been divided for a variety of ambitions and political maneuvering in order to appear a hero of Indonesian tourism (perhaps to be remembered even though late and history without a clear achievement).
Therefore, beginning in 2003 BP-Budpar, as the institution's operations while giving the impression that in 2003 Indonesia will achieve the lowest number under the year 2002 (5 million tourists), for 4.5 million to 4.8 million foreign tourists. The reporters asked him how come lower than the 2002 Bali bombings which occurred. Analogy with the arrival of the disease suddenly but healing takes time and gradually. Besides, the year 2002 from January to October 11 the condition of Indonesian tourism is still normal because of abnormalities experienced only two and a half months alone, while in 2003 abnormalities will last a full year will even spread to the year 2004 (when it did not know if will happen Marriott bombing). So the main factor is security, although no single country in the world to ensure that foreign tourists would be safe while living in the country. All they needed was a "signal" that the Indonesian earnestly maintain security.
Meanwhile, in the year 2004 we will hold elections respectively in April, July and September. If the presidential election can be done only once the month of July the businessmen believed that the conditions will be normal again and is expected to be an increase in visits to Indonesia (if the security conditions to support). But if the presidential election to be repeated (in September) is likely to have negatively impacted the tourism Indonesia because the losing party is likely to do mischief, because the soul still entrenched sportsmanship among our politicians. Therefore, in order not only thoughtful as it is way out in 2004 recommended the perpetrators of Indonesian tourism is more focused on the domestic market, working on tourists (wisnus) seriously and so well that a minimum condition of the company cash-flow will be saved. And should not make new investments or expansion because the conditions of political stability is less supportive of new investment in tourism. On the basis of these conditions then the expected number of foreign tourists in the year 2004 will reach a maximum of only 4.5 million foreign tourists. If the White Paper is targeted Menbudpar must be deposited or generate $ 5 billion will have to work hard trying to keep the length of stay (length of stay) was much longer than just 10 days with a variety of quality improvement and variation of attractions that draw them to stay longer again. And most affected areas are mainly Balinese, while the entrance and Batam Cengkareng be little impact because most of the visitors who come through these doors is to do business not travel in the real sense, though still will decline as well. Besides, we should not get caught up in the "present", eliminating the idealism with pragmatism is only a short term only. Answer ex-patriate early discussion that the tourism sector who will replace the belle of the Indonesian economy will let us make the guidelines and begin to look forward at least 2010 years, as Thailand has initiated a target of 30 million foreign tourists in 2010. which must be supported by preparation and steady and strong leadership, rather than the weak followed by a management shambles. It is time to get back together because without unity of Indonesian tourism is highly unlikely to stand in line with neighboring countries, Malaysia, Thailand and Singapore.
Also should realize that the tourism sector is the provider of job opportunities that a dominant 10% of employment in Indonesia with a direct workforce of 7.3 million and the indirect 5 million people. So when there is problems that hamper the progress of tourism would have a negative impact on the availability of employment. Therefore, strategies must be directed to the target job creation, or at least maintain the number of workers present.
Industrial Restructuring
From the industry side have also done similar industry restructuring undertaken by the banking industry which requires a minimum deposit of capital, given the capital structure of the Indonesian tourism industry is very weak, if we take the example of a travel agency group (BPW) which should be a priority reform. Because the spearheads tourism activities do exist at the travel agency (BPW) which has a function to package tour packages to offer to consumers both at home and abroad, so that each BPW really have the ability as a DMC (destination management corporation) is not merely serves as a ticket sales agent, as happened today. With the DMC so every trip will be more efficient, quality and price standards may be made to be obeyed by the parties and the competition should only be done in terms of service only. It had never occurred to the Indonesian government so that even though they formally take shelter in one association, but the dispute turned off each other's efforts even frequent. Another weakness is the weakness of BPW capital most companies and do not have access to funding sources (banks). So that in negotiations with foreign partners, BPW Indonesia will always be on the weak side and could not determine, but always determined. This condition can actually be understood as more than 90% BPW to the financing of SMEs belonging to the weak. They generally come from the tourist guides who want to establish independent BPW home away from home. Automated so that limited managerial capacity and vision of the business would be limited too. Indonesia to prepare the future there must be courage to restructure BPW by setting a minimum capital or mergers that may be stronger BPW she offered the position (bargaining position). And in the next five years is expected BPW Indonesia already has a strong, professional and so have the ability to penetrate foreign markets. Similarly, the quality of human resources (HR) must also be a tour guide can be improved by doing pengketatan granting linsensi as a tour guide who is always on the update at a certain period to improve the ability to quality standards. In this example, and Indonesia can learn from Malaysia and Thailand in preparing skilled workers in this field. Besides mastery in any field of information technology should be increased to remember that we are dealing with a computer literate generation, so if you are not online, are not you on sale.
Leadership
BP-Budpar merger into the Ministry of State institutions is a setback that is felt by the Indonesian tourism, and foreign partners. Numbers like 5.153 foreign tourists visit the ever achieved in the year 2001 seems to only be a dream until the Mutual Assistance Cabinet service was ended at this year spent two years just to do "housekeeping" or dismantle the institutional internal tide without any benefits and a clear direction feelings of resentment than to abolish the old scars. Institutions which had sought to become a Singapore Tourism Board, Hong Kong Tourism Board, Tourism Authority of Thailand or Australia Tourism Commisssion, he did not want his birth because it is among the bureaucrats and also some of the industry that there is an allergic disease of the application of professionalism in the tourism sector. This narrow view is only for mere self-interest rather than to the interests of the nation. Likely if they think until it formed a professional organization will sirnalah business opportunities that have been obtained by improper means, and for the bureaucrats will lose the opportunity to occupy a strategic position which would later be diiisi by professionals. Looks very clean-up effort by the replacement of CNN advertising materials whose quality is inadequate to support the recovery effort image of Indonesia, as described in the previous section. Must be recognized that in order to set up tourism as a leading sector figure indispensable leader who had vision and authoritative. Figure Soesilo Sudarman one example that has appeared in the government and managed tourism merakyatkan with his concept of Enchantment Sapta. After that we lost such figures him. Figure who has the courage to say no to someone other ministers if there are disturbing the smooth running of tourism such as issuing visas facilitation issues. Figure who could coordinate the other cabinet members at tourism issues discussed, not just send the echelon II and often his only echelon III to be present in a strategic meeting .. And the figures may be an example of both the internal environment led the institution and outside the institution, because it does not side with a group of individuals, only word and deed, and honest and fair with no practice of nepotism that was always respected figure and his partner ranks. With these figures, the future of Indonesian tourism as a leading sector seems to be no hope. Hopefully we get these figures in the government that will come.
_____________________
Setyanto P. Santosa was born on August 9, 1946 at Gombong, Kebumen, Central Java. Finish college at the Faculty of Economics, Padjadjaran State University in 1971 and went on a Masters degree in Economics at Michigan State University, East Lansing United States from 1976-1978. Since 1998 Civil Service status with the rank of Pembina Utama Madya (Gol. IV-D)
Source: kolom.pacific.net.id
