This might come as a bit of a shock to some, but there is more to Indonesia than the island of Bali. Don’t get me wrong, it’s a beautiful place with amazing people, it really is. The guidebooks are right when they say it’s a unique paradise in the 17,000 plus islands of the Indonesian archipelago. But that’s the point; it’s just one of many. There are more islands out there, more places to discover, more opportunities, more visitors to attract, and more wealth to share.

In a recent move, and as part of an aggressive initiative to showcase some of the country’s vast wealth of resources and make a serious attempt at moving in a positive direction, the government of President Joko Widodo plans to focus on ten tourist destinations away from the Island of the Gods in 2016. It’s a smart move considering that Bali’s infrastructure is struggling to cope with the ever increasing number of tourist arrivals and some would argue so is its culture. But it’s also a smart move if Indonesia wants to really move into the big leagues of global tourism and be a major player in the world’s fastest growing industry because for that to happen Indonesia has to move beyond Bali. There’s no other way.

It’s time to stop thinking of everywhere else in the country as a simple afterthought to Bali’s popularity and to start focusing on promoting and developing areas in their own right; areas like Lake Toba in North Sumatra, Tanjung Kelayang in Belitung, Tanjung Lesung in Banten, the Thousand Islands in Jakarta, Borobudur Temple in Central Java, Mount Bromo in East Java, Mandalika in South Lombok, Labuan Bajo in East Nusa Tenggara, Wakatobi in Southeast Sulawesi, and Morotai in North Maluku are all so unique that their potential for tourism is mind-blowing.

It’s going to require a concerted and collaborative effort from various government ministries including Public Works and Public Housing (to build basic infrastructure), the State-Owned Enterprises Ministry (to provide electricity and communication networks) and the Transportation Ministry (to handle the development of seaports and airports.) The biggest question mark, however, has to be over the bureaucracy’s ability to cut through mountains of red tape and coordinate in an effective, efficient and transparent way. There’s no denying it’s a big ask, but it’s one that Jokowi’s government feels it is capable of answering and delivering on. They’ve laid down the plan and they’re ready for the challenge.

Next year each area will have its own and independent development authority, similar to the model Batam has been working with since 1971, and armed with the responsibility of land management, licenses, tax incentives, and other strategies geared to smooth sailing and attracting investments. This is the key; if these areas are to flourish and achieve their goals they’re going to need investors and these investors must feel comfortable and confident that they will achieve significant returns. Sorry, but there’s just no point if they don’t. No investor worth their salt is going to throw good money away into bottomless pits of pocket lining and smoke and mirrors.

But it can be done. It can be done with proper planning, structure, master plans, feasibility studies, environmental impact reports, and a genuine interest in community based economic initiatives. Everyone’s got to be a winner here. Global hospitality intelligent services such as HVS and their local strategic partners are on standby and they are more than ready, able, and willing to do their part in helping these roll-outs be the best they can be. It is possible and it’s going to be a team effort.

Asking for the right help should be at the top of the list for each of the ten designated areas. These new authorities need to understand and be supportive of a range of initiatives, which go beyond the traditional hotel-resort-adventure-shopping-experience most places have become. It is the success of the peripheral businesses and employment opportunities in support services such as training, education, construction, and transportation as well as cultural rejuvenation, which will either make or break an area. These are the foundations necessary for sustained growth.

There are many factors to consider but the bottom line has to be win-win, everyone has to be able to enjoy the benefits, not just the privileged few, something that Bali hasn’t learnt to do very well unfortunately, and learning from Bali’s mistakes may serve these ten regions very well in the years to come.

TEN HOT SPOTS

Lake Toba in North Sumatra

Tanjung Kelayang in Belitung

Tanjung Lesung in Banten

Thousand Islands in Jakarta

Borobudur Temple in Central Java

Mount Bromo in East Java

Mandalika in South Lombok

Labuan Bajo in East Nusa Tenggara

Wakatobi in Southeast Sulawesi

Morotai in North Maluku

This article was written by Andrzej Barski – Seven Stones  
 

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