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Hermann Rukmanadi, Head of the Association of the Indonesian Tours & Travel Agencies (ASITA), West Java Chapter says that West Java has a lot of potential but the regional government does not maximize enough our assets.
Luc Citrinot, in Bandung, West Java, Indonesia
Tourism in West Java and Bandung is currently booming. What are the reasons behind the success?
Hermann Rukmanadi – Let’s first look at the figures before to explain the reasons to the destination’s success. We receive over 50 million of domestic travellers in Bandung and its region, which make West Java one of the largest destinations in the country. However, 80% are travellers coming from Greater Jakarta. This is due to the relative proximity of Bandung to the capital –less than three hours drive- and the fact that Bandung has a cooler climate as it is surrounded mountains. The opening of a direct tollway a few years ago has been a catalyst to the tourism boom. However, we still lack international travellers. We estimate that only 300,000 to 400,000 visitors come from abroad and most of them -70%- are from Malaysia. But Singapore is dropping and Thailand, which has a great potential remains insufficient. They are still a small number of Europeans coming, mostly from Holland as they know well Indonesia and particularly Bandung.
What should then change?
H.R. – West Java has been relying only on a few products: the traditional circuit We must now look more at quality tourism by diversifying our product and becoming consequently more appealing to a larger audience. Most of our travellers come for shopping as Bandung has gained a reputation of a paradise for shopping outlet stores. The shopping experience is generally part of a circuit including Bogor with Southeast Asia oldest botanical garden, Puncak Mountain for tea plantations and finally Bandung. Some will further do an excursion to the nearby volcano of Tangkuban Perahu with its very distinctive shape. It is the only crater in Indonesia where people can drive up to its top and be able to walk around the volcano. But as roads really crowded, we have to look at new itineraries. But then, this is not that easy to plan as we still lack basic infrastructures to welcome properly tourists…
Does it mean that Bandung and West Java cannot cope well with the influx of travellers?
H.R. – The situation is very difficult over the week end as ten thousands of people can suddenly be present in Bandung. This means that the tollway is totally saturated and that the city cannot cope with the traffic of cars. Hotel occupancy reaches over the week end over 80%. This is where I believe that our regional government does not maximize enough our assets. First by promoting alternative destinations beside Bandung or Bogor; and secondly, by creating infrastructures able to support tourism growth. We still need the basics in town such as more roads, a bigger airport but also signage in the streets, public toilets and even maps to be distributed to visitors…
It is urgent to upgrade all of those infrastructures but also to create a marketing structure which will answer efficiently to the demand of quality travellers, especially for niche activities. I believe that heritage should receive more attention from the government but also Community-based tourism in villages or even golf.
Which destinations in West Java would you like to see more promoted?
H.R. – I believe that Cirebon is a fascinating destination with its very rich culture and heritage. It used to be one of the first city to convert to Islam centuries ago. And it is only three hours away from Jakarta by train. I also love Garut for its heritage and nature. The city offers also wonderful handicraft. We could then create seven days packages out of Bandung to Yogyakarta with one or two stop over in West Java. But we need also more international flights. We would love to get a service to Bangkok as we could also target Europeans but also to Japan.
Any new projects in the hotel sector?
H.R. – We currently have 17,000 hotel rooms in Bandung with a few international chains such as Sheraton, Hilton, Holiday Inn, Hyatt, Novotel and Ibis. A Pullman is now planned in the city centre of Bandung. We have a lot of rooms to fill up during the week…
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
