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THE Indonesian Ministry of Tourism is encouraging the development of tourism experiences that go beyond mere visits to a destination, offering tourists the chance to understand the processes and philosophies behind the cultures they encounter.
According to Ni Made Ayu Marthini, the Ministry of Tourism’s Deputy for Marketing, speaking at the Indonesia Tourism & MICE Outlook 2027 event in Jakarta on Thursday (September 24), cited the example of batik tourism experiences in Pekalongan, Central Java. These could be further developed by going beyond simply introducing batik as a cultural product.
“I see that not many are tapping into wastra (traditional textile) tourism in Pekalongan. This is exactly the kind of experiential tourism we should be offering,” Made said.
She explained that tourists visiting Pekalongan should not merely participate in a brief batik-making lesson; they should also learn about the production stages and understand the underlying philosophies and meanings.
“When visiting, it shouldn’t just be about a two-minute batik lesson; it should involve understanding the steps of batik making. We need to know the philosophy, the meaning, the process, and so on,” she stated.
She also added that a similar approach could be applied to Indonesia’s other artistic and cultural assets, including heritage sites like ancient temples. These experiences could also be integrated with the growing trend of “walking tourism,” combining elements of art and culture, traditional textiles, and marine tourism.
“For instance, we could combine art and culture, traditional textile tourism, and marine tourism with walking tours. This would make Indonesia a very attractive destination and provide a truly immersive experience,” she affirmed.
Made believes that blending these various elements allows tourists to engage with a region’s culture, nature, and environment. This aligns with current trends, where travelers seek experiences that are creative, engaging, and unique.
“Creativity, appeal, and uniqueness—that is what tourists are looking for today. Therefore, I encourage the development of tourism experiences that break away from the conventional destination-visit patterns we have seen until now. If we can create non-conventional, extraordinary experiences, we will be able to spread the glory of tourism to other locations,” she concluded. [traveltext.id]
