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Phoenix rising from the ashes: Situating MoFA and Indonesian missions in the Indonesian tourism promotion strategy in the wake of the global Pandemic

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Renowned for its natural beauty and cultural diversity, Indonesia strives to attract more international tourists. Despite being crowned the world's most naturally beautiful country and one of the most culturally diverse nations, Indonesia lags behind neighbouring countries regarding inbound tourist arrivals. This paper addresses this issue by examining the untapped role of the Ministry of Foreign Affairs (MoFA) and Indonesian Missions in promoting Indonesian tourism destinations and developing an inbound tourism strategy.

Previously, the Ministry of Tourism and Creative Economy (MoTCE) was represented by Visit Indonesia Tourism Office (VITO) in 19 cities abroad. Due to budget cuts, VITO was discontinued in early 2023, creating an opportunity for MoFA and Indonesian Missions to fill the gap. MoFA's involvement in tourism promotion has been sporadic, mainly driven by individual Head of Missions. A lack of concerted efforts from headquarters highlights the need for a more coordinated approach to enhance MoFA's and Indonesian Mission’s relevance and impact on overseas Indonesian tourism promotion. The global pandemic significantly impacted inbound tourism worldwide. Indonesia aims to attract 8.5 million inbound tourists in 2023 and needs proactive efforts to achieve this target. MoFA currently coordinates 131 Indonesian missions abroad. It can potentially contribute to the Indonesian economy meaningfully through tourism promotion. Under President Joko Widodo, MoFA has emphasized economic diplomacy, with tourism being one of its pillars. Therefore, we must also utilize the existing network of 131 Indonesian missions abroad to promote Indonesian tourism destinations.

MoFA and Indonesian Missions have a unique opportunity to play a more significant role in promoting Indonesian tourism destinations and increasing inbound tourist arrivals. By leveraging its extensive network overseas and implementing the recommended policy measures, including coordination, capacity-building, directives, and monitoring, MoFA can contribute to revitalizing Indonesia's tourism sector. A systematic approach and precise alignment with economic diplomacy objectives will help Indonesia rise as a tourism destination and attract more international tourists.

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Ketersediaan

2023-0059

Sesparlu 72-2023

Training Materials Repository

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

Sesparlu 72-2023

Penerbit

Jakarta : Kementerian Luar Negeri., 2023

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

NONE

Tipe Isi

text

Tipe Media

computer

Tipe Pembawa

online resource

Edisi

-

Subjek

-

Info Detail Spesifik

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Pernyataan Tanggungjawab

UPT Sekolah Staf dan Pimpinan Luar Negeri

Versi lain/terkait

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