Beautiful and challenging nature, as well as unique culture make Indonesia ranked 22nd in the World Tourism Performance Index. In the Asia Pacific region, Indonesia is ranked sixth. But in terms of the number of tourists, Singapore is still far above Indonesia, especially tourists from China. Until the middle of this year alone, more than 1.4 million Chinese tourists have come to Singapore. What makes Singapore more tempting?
VOA – Recently, a video has been widely circulated on social media showing a mother from Pekanbaru explaining why she tends to vacation or spend the weekend in Singapore rather than Jakarta. She revealed various things that she can do easily, cheaply and trendy in Singapore, compared to big cities like Jakarta.
Tourism observer and lecturer at several universities in Jakarta, Prof. Azril Azhari, told VOA that one factor that made Singapore successful in attracting tourists is the focus of its highly segmented tourism policy.
“Tourism has become a “special interest” now, one of which is shopping tourism where Singapore has developed retailtainmentnamely retail combination with entertainment so that shopping-it's exciting, shopping-it is there fun-it also exists. In our country it is very lacking, it is not even our concern,” he explained.
Azril further gave examples of various unique experiences that tourists can enjoy when they come to Singapore, such as museums. ice cream or chocolate workshop.
Meanwhile, Fajar Akbar, a tour leader who has experience leading trips abroad, assessed that the price of flight tickets to Singapore is cheaper than domestic flight tickets, making not only world citizens such as Chinese citizens, but also Indonesian citizens themselves, prefer to fly to that city-state rather than to Jakarta or Bali.
“If you look at one example from Pekanbaru, yes, mothers who often go to… Singaporebecause one, from a closer distance from Pekanbaru to Singapore compared to Jakarta. The second is about tickets, sir! This is still a problem for us, cheaper tickets to foreign countries in this case Singapore than from Pekanbaru to Jakarta or to Bali. So people think it's better for me to go abroad,” he commented.
Asril Azhar also highlighted the continuous expansion of tourism programs carried out by the Singapore government to keep the country of around 5.6 million people attractive. On the 2.2-kilometer Orchard Road alone, there are now more than 5,000 shops, bars and restaurants that provide so many choices for tourists.
“Well, then there is another thing that they developed which is called beyond shopping in mall, so it's something outside of it. There is something more to shopping, let's go shopping in Singapore, but you don't shopping There are other things that visitors feel.”
Other things, added Azril, are comfort and safety when shopping, various festivals that offer special discounts and uniqueness, and maintaining multi-culturalism.
Apart from cheaper ticket prices, Fajar believes that there is added value gained from the experience of visiting Singapore for Indonesian tourists.
“Now the paradigm, especially Indonesian tourists traveling abroad is no longer for shopping, sir, but more for existence. Now there is social media, so they want to upload on their social media, then what is it called, check inbeing here, being there. That is one of the reasons why Indonesians prefer Singapore than Indonesia,” explained Fajar.
Meanwhile, Indonesia's tourism promotion still has weaknesses, he added. “This promotion must be intensified. The old style of promotion must be abandoned! For example, we (Indonesia, ed.) often promote culture abroad, everywhere, but the nature is, well, holding dance performances in exhibitions. When people come and ask, there are no tour packages.”
He gave an example of how when promoting culture or special events, many countries create various tour packages that can even be booked directly at that time.
Another weakness, said Fajar, is the lack of use of social media and influencers. (influencer).
Ministry of Tourism and Creative Economy Promotes Improvement
The Ministry of Tourism and Creative Economy (Kemenparekraf) is targeting to attract 14.3 million foreign tourists, including 1.5 million tourists from China, in 2024. In addition to preparing super priority tourism destinations such as Borobudur Temple in Central Java, Lake Toba in North Sumatra, Likupang Beach in North Sulawesi, Labuan Bajo in NTT, and Mandalika in NTB; the government is also mobilizing thousands of other tourist attractions.
To increase competitiveness in ASEAN, the Ministry of Tourism and Creative Economy is simplifying various regulations and reducing entertainment taxes.
Meanwhile, to attract more Chinese tourists, the government is finalizing a visa-free policy, which is expected to be completed before the end of this year and attract Chinese tourists to flock to Indonesia. (jm/em)
