Makassar, S Sulawesi (ANTARA) - Indonesia’s Tourism Minister Ni Luh Enik Ermawati has urged regional governments to work with content creators to boost promotion of flagship tourist sites, saying social media now plays a decisive role in travelers’ choices.
Speaking in Makassar, South Sulawesi, on Wednesday, Ermawati said content creators were vital partners in spreading information about destinations amid the rapid flow of digital content.
“Content creators are a crucial part of tourism promotion. I always encourage regional heads to collaborate with them,” she said.
The minister also stressed that regional administrations must enhance the quality of destinations themselves, noting that tourist appeal depends on attractions, amenities and accessibility.
She said attractions could include natural landscapes, cultural heritage or man-made features. Amenities must cover essentials such as restaurants and toilets, while accessibility requires ensuring that destinations are easy to reach.
“We need to optimize these three pillars because they will determine whether visits increase or decline,” she said.
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Ermawati underlined the importance of close cooperation between central and regional governments to strengthen Indonesia’s tourism sector.
She said she had not yet met the South Sulawesi governor but had spoken with several local officials, including tourism promotion bodies and heads of tourism offices, to hear their views on sector development.
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The minister added that improvements in both promotion and facilities were necessary to compete in an era where travelers increasingly rely on digital platforms for decision-making.
Tourism is a key pillar of Indonesia’s economy, contributing more than five percent to gross domestic product before the COVID-19 pandemic.
The government has been seeking to revive and expand the sector by highlighting “super priority destinations” such as Lake Toba, Borobudur, Labuan Bajo, Mandalika and Likupang.
