The Indonesia Inbound Tourism Association (IINTOA) is urging the Ministry of Tourism to intensify destination promotions amid concerns over a significant decline in the government’s promotional budget this year.
The budget cut has resulted in Indonesia’s absence from major international tradeshows such as ITB Asia in Singapore, ATM in Dubai, and WTM in London. The Ministry has also withdrawn financial support for SATTE 2025 in New Delhi, leaving participating industry members to bear higher expenses.
Speaking at the recent IINTOA National Congress in Yogyakarta, chairman Paul Talo reminded the government of the different roles that the private and public sectors play.
He said: “As tour operators we are mandated by tourism law to create, promote, and sell travel products. The Ministry of Tourism, however, has the crucial duty to promote Indonesia as a destination.”
Talo further underscored the significant contribution of IINTOA members to Indonesia’s tourism sector.
“Of the 13.9 million international arrivals to Indonesia (last year), IINTOA members brought in between 40 and 50 per cent, generating substantial foreign exchange revenue for the country. What we are asking is for the government to reinvest the revenue in destination promotion and activities,’ he said.
Echoing Talo’s concerns, Nicolaus Lumanauw, owner of JBU Travel, highlighted the imbalance between government targets and the allotted resources.
He said: “The government has set an ambitious target of 14 million to 16 million tourist arrivals this year (and 20 million to 23 million by 2029). They cannot expect us to achieve these numbers without providing adequate funding for destination promotion.”
Congress attendees agreed to raise the issue with the Association of the Indonesian Tourism Businesses whose members are also impacted by the budget cut. The aim is to collectively appeal for a substantial budget increase.
Meanwhile, the IINTOA National Congress has re-elected Paul Talo as chairman for 2025-2030, and has established five-year programmes to boost arrivals. Key initiatives include continuing to work with and be a dialogue partner for the Ministry of Tourism; collaborating with regional and international outbound travel associations as well as the Indonesian missions overseas to organise fam trips to Indonesia during low seasons; and conducting sales missions to target source markets, where destination presentation and table-top sessions will be featured.
In the plans are online sessions where destination and attraction updates will be shared with IINTOA members, who may then create packages to sell. Local industry players and government agencies will also organise fam trips for IINTOA members and conduct business meetings with local sellers.
These initiatives aims to spur tourism product development for international travellers.
The association will also work to grow its memberships and contribute to education at tourism schools while inspiring students to join inbound operators as their career.
