As Sobat Parekraf knows, the COVID-19 pandemic severely impacted the tourism and creative economy sectors. However, after a long struggle focused on national economic recovery, the growth of the tourism and creative economy sectors in Indonesia has begun to show a bright side. 

This is evident in the increasing domestic tourist movements and foreign tourist visits to Indonesia. The number of domestic tourist movements in the first semester of 2023 reached 433.57 million trips, up 12.57% from 2022. Meanwhile, the number of foreign tourist visits as of July 2023 reached 6.31 million visits, an increase of 196.85% compared to 2022.

To stimulate growth in the tourism and creative economy sectors, the Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency (Kemenparekraf/Baparekraf) held an expert survey with 84 experts and leaders from academia, government, and industry in the preparation of the "Tourism and Creative Economy Outlook 2023/2024".

The survey, which was conducted on June 18-July 14, 2023, is expected to provide insights through analysis and expert opinions related to the development, opportunities, and challenges that will be faced by the tourism and creative economy sectors in the future.

Tourism Revival Towards Sustainability

Based on the survey, 76.19% of experts believe that tourism conditions in Indonesia are currently in the process of recovery. Looking ahead to 2022, 35.71% of experts are optimistic that tourism conditions will recover to pre-pandemic levels in 2024. It is estimated that there will be 7-9 million foreign tourist visits in 2023.

The majority of experts (46.15%) believe that the development of quality and innovative tourist destinations plays a vital role in the future growth of the tourism sector. On the other hand, other factors influence the growth of the tourism sector in Indonesia.

From the role of technology that supports the ease of travel (43.59%), the increase in income of domestic tourists (38.46%), and the expansion of infrastructure and international air routes (35.90%).

The majority of experts believe that the Southeast Asian and East Asian traveler markets are driving the growth of Indonesia's tourism sector. China, Malaysia, and Australia are countries that have the potential to contribute to  the development of the tourism sector.

Sustainable tourism is predicted to become a trend in Indonesian tourism. Therefore, 56.76% of experts agree that the demand for environmentally friendly tourism options is a trend many tourists are interested in in 2023-2024. 

To achieve these goals, several prioritized steps need to be taken to help increase the added value of tourism. One is to focus on developing infrastructure and support facilities for tourist destinations to improve the quality of services and safety for tourists.

Consideration should also be given to preserving and developing local culture to make the tourist experience more authentic and meaningful. The experts encouraged sustainability and environmental responsibility in all aspects of tourism development and activities and improved accessibility by land, sea, and air to destinations with superior potential.

Experts suggested strengthening public education and understanding of sustainable, quality, and regenerative tourism to help maintain the sustainability and quality of tourism in Indonesia.

Illustration: The culinary subsector is expected to grow rapidly in 2023-2024 (Shutterstock/Ariyani Tedjo)

Opportunities for the Advancement of the Creative Economy in Indonesia

Most experts (90.48%) predict that the creative economy sector will experience growth compared to 2022. It is estimated that Culinary is a creative economy subsector with the potential to experience the fastest growth in 2023-2034. This is followed by the FAV (film, animation, video) subsector, fashion, applications, crafts, game developers, music, photography, and performing arts.

However, this must be accompanied by three main policies that play an essential role in promoting the growth of the creative economy. These include promotion and marketing, access to intellectual property protection, and strengthening the supporting infrastructure.

Interestingly, Experimental Experience emerged as the most popular creative economy trend in 2023-2024. The reason for this is that Experimental Experience provide different experiences, thus creating a bond with customers and brand loyalty.

The creative economy trend predicted to be popular is data analytics and machine learning, as it is seen as more optimally facilitating the needs of production and consumers. This is followed by sustainable products based on consumers' increasing awareness of the environment and conscious consumption.

With experts' optimism in revitalizing the tourism sector and the creative economy, it can help achieve the goal of 8.5 million foreign tourist visits, 1.4 billion domestic tourist movements, and opening 4.4 million jobs by 2024.

Cover: Illustration of the tourism sector predicted to grow in 2023-2024 (Shutterstock/Jon Chica)