Navigating tourism challenges: Indonesia's mitigation measures in the face of COVID-19


The Ministry of Tourism and Creative Economy/The Tourism and Creative Economy Agency (Kemenparekraf/Baparekraf), represented by the Communication Bureau and the Marketing Communication Directorate, attended the ASEAN Tourism Crisis Communication Forum and the 3rd Special Meeting of the ASEAN Tourism Crisis Communication Team (ATCCT) held in Melaka, Malaysia.

During the event, representatives from Kemenparekraf, led by I Gusti Ayu Dewi Hendriyani, Head of the Communication Bureau of Kemenparekraf/Baparekraf, presented the mitigation measures taken by Kemenparekraf in addressing the tourism crisis caused by the COVID-19 pandemic, particularly in the areas of communication and marketing.

"Kemenparekraf relied on all available communication channels to promote the implementation of CHSE-based health protocols, vaccine campaigns, intensively monitored through social and conventional media, built empathetic communication messages, engaged in dialogues with relevant stakeholders, ensured accuracy of information, and adjusted tourism marketing programs to suit the pandemic conditions," said Dewi Hendriyani.

She also emphasized the importance of accelerating the update of the ASEAN Tourism Crisis Communications Manual, aligning it with current technological advancements to better prepare Indonesia and ASEAN countries in mitigating crises in the present and future.

"In relation to the social media monitoring we conducted, this was in line with the input for updating the ASEAN Tourism Crisis Communications Manual to incorporate digital aspects, making it a comprehensive guide for addressing crises in the present and future. Currently, Kemenparekraf is also focusing on developing guidelines for resilient tourism destinations, and our Communication Bureau is in the process of updating the crisis communication guidelines for tourism to ensure their ongoing relevance," Dewi added.

Taking place from June 12-14, 2023, the ASEAN Tourism Crisis Communication Forum and the 3rd ATCCT Special Meeting were held at the Ames Hotel in Ayer Keroh, Melaka, Malaysia. The forum aimed to gather all ASEAN member countries to update the ASEAN Tourism Crisis Communications Manual and share best practices in communication strategies for handling tourism crises.

The event began with a panel session discussing crisis management, defining crises and their impact on tourism, the pandemic and the tourism industry, crisis digitalization, and concluded with a tour of Melaka. Led by the Ministry of Tourism, Arts, and Culture of Malaysia, the event was attended in person by representatives from Malaysia, Indonesia, Laos, Myanmar, Singapore, Thailand, and Vietnam. Representatives from Brunei Darussalam, the Philippines, India as an ASEAN dialogue partner, and the ASEAN Secretariat also attended the event virtually.

#THE S MEDIA #Media Milenial #tourism #COVID-19 #crisis management #communication strategies #ASEAN #pandemic #mitigation measures #travel industry #destination marketing