Tourism Minister of Indonesia Urges Collaboration with Content Creators to Boost Tourism Industry

Published on September 24, 2025

In Indonesia, a nation endowed with breathtaking scenery, a vibrant culture, and a growing tourism sector, more and more tourists are using online resources to plan their trips. Ni Luh Enik Ermawati, the nation’s minister of tourism, has responded to this change by emphasizing the necessity for regional governments to collaborate with content producers in order to support the promotion of its travel destinations. Speaking at a recent event in Makassar, South Sulawesi, Ermawati emphasized the significance of using social media as a digital tool to improve tourism promotion and the increasing impact of social media on traveler decisions.

Ermawati thinks that content producers can be crucial in promoting Indonesia’s abundant tourism offerings to the world as social media platforms gain more influence over prospective tourists’ opinions. With their ability to reach millions of followers through captivating images and captivating narratives about the nation’s various regions, these creators have emerged as crucial partners in the ecosystem of tourism promotion.

Content Creators: The Digital Bridge Between Destinations and Travelers

In the digital age, the way travelers gather information and make decisions has changed drastically. Content creators—ranging from influencers on Instagram to travel bloggers, YouTubers, and vloggers—have become pivotal players in the tourism industry. Ermawati acknowledged that content creators have the power to reach audiences that traditional advertising methods may not. The ability of these creators to engage with their audiences on a personal level, through authentic storytelling and vibrant imagery, makes them a powerful tool for promoting tourism destinations.

The Minister encouraged regional heads to actively collaborate with these content creators, highlighting the importance of their role in both the promotion and branding of local destinations. By leveraging social media channels like Instagram, YouTube, and TikTok, Indonesia can share the beauty of its cultural landmarks, natural wonders, and hidden gems with the global community. With millions of followers eager for travel inspiration, content creators have the capacity to shape the perceptions of potential tourists, bringing attention to lesser-known attractions and revitalizing interest in well-established destinations.

Strengthening Regional Cooperation to Improve Tourism

While promotion through digital platforms is crucial, the Minister emphasized that tourism success also depends on the quality of the destinations themselves. Ermawati stressed that regional governments must not only focus on marketing efforts but also invest in improving the quality of attractions, amenities, and accessibility to ensure a positive visitor experience.

Three key factors were identified by the Minister as essential for any destination’s success:

1. Attractions: The uniqueness and appeal of the destination are key drivers for tourism. These can include stunning natural landscapes, such as beaches, mountains, or forests; cultural heritage sites like temples and historical monuments; and man-made attractions such as modern art centers or entertainment venues.
2. Amenities: Travelers expect destinations to offer essential services and conveniences. These include restaurants, accommodation, restrooms, and other facilities that make their visit comfortable and enjoyable. Ensuring that amenities meet international standards is crucial to attracting repeat visitors.
3. Accessibility: In today’s fast-paced world, tourists demand easy access to destinations. This involves ensuring good transportation links, clear signage, and safe, convenient routes that make traveling to and from tourist sites hassle-free.

By optimizing these three pillars, regional governments can not only increase the number of visitors but also improve the overall tourism experience, leading to higher satisfaction and longer stays.

A Collaborative Approach for Sustainable Growth

Minister Ermawati’s remarks also underscored the importance of collaboration between central and regional governments in driving the growth of Indonesia’s tourism sector. While the central government plays a crucial role in policy-making and coordinating nationwide tourism efforts, regional governments must take the lead in developing and maintaining the destinations themselves.

During her visit to South Sulawesi, Ermawati emphasized the need for local governments to be proactive in discussing development plans and challenges with the Ministry of Tourism. While she had not yet met with the South Sulawesi governor, she spoke with local tourism promotion agencies and tourism office heads, seeking their input on how the region can enhance its tourism offerings. This type of dialogue between local and central authorities ensures that policies are tailored to the specific needs of each region, making tourism initiatives more effective.

This collaboration is essential to creating a cohesive tourism strategy that spans both popular and emerging destinations across the country. In doing so, Indonesia can present a united front in attracting international travelers while promoting sustainable tourism practices that benefit local communities.

Focus on Super Priority Destinations

In addition to improving local offerings, the Indonesian government has focused efforts on promoting a select group of “super priority destinations.” These sites have been identified as having exceptional potential to drive tourism growth and are receiving targeted support in terms of infrastructure development, marketing, and international promotion. Some of the key super priority destinations include:

• Lake Toba in North Sumatra, one of Southeast Asia’s largest volcanic lakes, which offers breathtaking views and a rich cultural heritage.
• Borobudur in Central Java, home to the world-famous Borobudur Temple, a UNESCO World Heritage Site and one of the most visited cultural landmarks in Indonesia.
• Labuan Bajo in East Nusa Tenggara, known for its proximity to Komodo National Park, which is home to the famous Komodo dragons and stunning dive sites.
• Mandalika in West Nusa Tenggara, a coastal area that is being developed into a world-class tourism hub with an emphasis on sustainability and eco-friendly tourism.
• Likupang in North Sulawesi, an emerging destination known for its pristine beaches and marine biodiversity.

By focusing efforts on these destinations, Indonesia aims to boost both domestic and international tourism while promoting the development of the entire tourism ecosystem in the country. These efforts align with the Ministry’s goal of increasing tourism’s contribution to Indonesia’s economy, which pre-pandemic accounted for more than 5% of the nation’s GDP.

A Bright Future for Indonesia’s Tourism Sector

In summary, the Indonesian government’s aggressive strategy of collaborating with content producers, expanding local travel options, and highlighting top travel destinations portends a successful future for the country’s travel sector. Indonesia can draw more tourists and guarantee that the advantages of tourism are felt throughout the nation by embracing the digital era and utilizing social media’s influence. The cooperation of national and local governments, in addition to the significant impact of content producers, will be essential to the tourism industry’s long-term growth and sustainability as it recovers and grows.