4 Essential Foundations for Marketing Tourism Villages in Indonesia

The focus on maximizing the development and promotion of tourism villages in Indonesia is essential. These villages possess unique value that has the potential to captivate both domestic and international tourists, attracting a higher number of visitors.

Notably, Indonesia's tourism villages offer not only captivating natural beauty but also a rich tapestry of traditions, culture, and cuisine, making them highly appealing as tourist destinations. Post-pandemic, there has been a surge in popularity, with approximately 44% of tourists opting to travel to these quaint locations following the COVID-19 pandemic.

To ensure these tourism villages gain the recognition they deserve from both local and foreign tourists, a well-thought-out promotional strategy is imperative. The Minister of Tourism and Creative Economy, Sandiaga Uno, emphasized four key pillars that all tourism village managers should prepare to effectively market their destinations and creative economy to potential tourists.

Tourism Villages in Indonesia
Tourism Villages in Indonesia


The products and experiences offered by each tourism village should be of top-notch quality, authentic, and contribute to sustainable tourism. By adding value to the tourism village and providing unforgettable travel experiences, it ensures visitors have a memorable stay.


Each tourism village must possess unique and captivating attractions. Strong characteristics and distinctive features should be developed, creating memorable and easily recognizable concepts for tourists.


The pricing of tourism products and souvenirs should be carefully considered to match the needs and purchasing power of tourists. Striking the right balance ensures visitors are interested in making purchases, benefiting the local community economically.


Utilizing social media as a powerful and free marketing tool is essential. Engaging content through platforms like Instagram, Facebook, Twitter, and TikTok can effectively promote the outstanding potential of each tourism village, highlighting natural beauty, preserved culture, and delightful culinary experiences.

Collaboration with various parties, including influencers, is strongly recommended by Menparekraf Sandiaga Uno. By leveraging influencers who can eloquently showcase the unique advantages and attractions of these tourism villages, more people can be enticed to visit.

By adhering to these four pillars of marketing, the goal is to attract a higher number of domestic and foreign tourists to Indonesia's tourism villages. Ultimately, this effort aims to achieve the target of 8.5 million foreign tourist visits, 1.4 billion domestic tourist movements, and most importantly, the creation of 4.4 million new jobs by 2024.

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