Indonesia gets creative to draw tourists

Speaking at her first media briefing on Wednesday since being appointed Minister of Tourism and Creative Economy, Dr Mari Eka Pangestu said: “The creative industry has big potential to play a nation-branding role, which in turn will develop tourism.”

She referred to the positive effects brought about by homegrown luxury brand Bagteria, used by a world trendsetter like Paris Hilton, and La Glacon, a locally-designed Spring collection chosen by Lady Gaga for her US’ Harper’s Bazaar photo sessions.

“A number of cities in Indonesia, such as Bali, Batam and Solo, have actually used local creative products to boost (tourism).

“Pekalongan and Solo in Central Java are capitals of the batik industry. We can then form a corridor connecting these cities, package them and promote them for tourism,” Dr Mari said.

“The tourism sector is a consumer of various creative products from different industries,” she added, citing souvenirs as an example.

“Similarly in the film industry, being a venue for filmmaking is also part of nation branding,” Dr Mari said, adding that she expected more movies to be shot in Indonesia, following the success of Eat, Pray, Love and The Philosophers.

The Ministry is currently working on a roadmap stretching to 2014, which will include developing creative zones and corridors. It is scheduled to be ready by year-end.

TTG Asia