NEWS 11 Destination
NEWS 11 Destination indonesia ITB Berlin’s Partner Country Promises Wonders of the World From left to right back row: Dr Eddy Pratomo, Indonesian Ambassador in Berlin, Dr Martin Buck, Vice -President Competence Center Travel & Logistics of Messe Berlin, Dr. Mari Elka Pangestu, Minister of Tourism and Creative Economy of Indonesia, Cornelia Yzer, Senator for Economy, Technology and Research, Berlin, David Ruetz, Head of ITB Berlin... Hall 26A Dr. Mari Elka Pangestu, republic of Indonesia Tourism Minister, flew into Berlin on February 20 to launch Indonesia’s official country partnership with ITB Berlin 2013. Providing a packed press conference with a “taste and feel” for the campaign slogan “Wonderful Indonesia”, Dr. Pangestu outlined the branding campaign that would drive her country’s role as ITB Berlin country partner – and add to the increasing numbers visiting Indonesia from Germany and abroad. “We want you to discover Indonesia, the world’s heart of wonders,” she said. Dr. Pangestu was joined at the launch by Dr Eddy Pratomo, Indonesian Ambassador in Berlin, in addition to Dr Martin Buck of Messe Berlin, David Ruetz, Head of ITB Berlin and Monika Blachian, Visit Indonesia in Germany. WE hAVE WONDErs, BUT ThE WONDErs ArE CrEATED AND PrEsErVED By ThE PEOPLE OF INDONEsIA In the opening address, Dr Buck described everincreasing exhibitor and visitor numbers at ITB Berlin, and flagged some bold new initiatives for 2013, including the Pink Pavilion, which will focus on the burgeoning gay and lesbian travel market; and a focus on tourism in Russia. Indonesia, as official ITB Berlin country partner, will be deploying a number of innovative new approaches to the global travel market, promoting lesserknown, under-explored destinations outside Bali – the small island that currently accounts for near 60 percent of travel to Indonesia. In an effort to draw visitors to 16 key locations (including Bali) across the entire Indonesian archipelago, Dr Pangestu spoke of the country’s natural and cultural “wonders of the world”, including: the world’s longest coastline; the second most ‘mega’- biodiversity; eight UNESCO world heritage sites, including the 9 th century Borobudur temple on the island of Java, the largest Buddhist shrine on earth; the prehistoric Komodor dragon, called “the last dinosaurs on earth”; and numerous unique culinary traditions practiced across different regions. “But most importantly,” said Dr. Pangestu, “Indonesia is a place where the human heart works wonders. We have wonders, but the wonders are created and preserved by the people of Indonesia.” The Borobudur temple, for example, might have been built more than a thousand years ago, but today visitors can find the same stonemasons who helped craft this architectural marvel. “The wonders of Indonesia are really the people who have preserved the culture, and are still practicing the living tradition and are protecting the nature,” said Dr Pangestu. “That is why Indonesian people smile a lot, and do everything that they do with their heart.” This is the heart of the “Wonderful Indonesia” campaign – portraits of diverse people and cultures across the archipelago that share one thing – a smile. This smile stretches across 5,000 kilometres and both sides of the equator; it encompasses 90 ecosystems, 300 ethnic groups and over 17,000 islands, only one of which is Bali. Such diversity is drawing people to the country in unprecedented numbers, said Dr Pangestu. The successful marketing of Indonesian tourism to German consumers has further buoyed Indonesia’s participation at ITB Berlin. The German experience has set a benchmark for Indonesia to reach out to tourists from across the globe, and to spread them to ever-farther locations. The “Bali and Beyond” campaign at ITB Berlin will thus prioritize 16 locations from Sumatra in the West to Sulewesi and the exotic Nusa Tengarra islands in the far east. Meanwhile, a range of infrastructure initiatives is already underway in these locations, including the building of 10 ports by 2014 to host large and luxury cruise liners. Indonesia tourism is also introducing a range of packages to suit every travel style and budget, whether visitors want to dive, surf, play golf, trek the wilderness or just lie on the beach. Indonesia’s participation at ITB Berlin will reflect its cultural diversity. Distinctive local coffee, snacks and culinary delights served up by a team of top Indonesian chefs will be available around the clock in the pavilion. Indonesian massages and therapies for tired ITB Berlin patrons will also be on offer to promote the country’s burgeoning wellness and health tourism sector. Colourful cultural and musical performances from dance to bamboo flute music will also take place daily in the Indonesian pavilion, which will be shaped like the traditional wooden cargo boats still in use today. As official country partner, Indonesia will mark its deep commitment to ITB Berlin by bringing its President, Susilo Bambang Yudhoyono, to open the event alongside German Federal Chancellor, Angela Merkel, and Governing Mayor of Berlin, Klaus Wowereit. ITB BERLIN NEWS • Wednesday 27 th February 2013
