After Pacu Jalur Tradition Went Viral, Ministry of Tourism is Encouraging Riau's Readiness to Welcome Tourists
JAKARTA - Pacu Jalur tradition, a traditional longboat race in Riau, is now in the public spotlight. This year, the event has been widely discussed, even breaking into social media and garnering international attention.
Behind the euphoria, the Ministry of Tourism and Creative Economy (Kemenparekraf) warned that the viral phenomenon is only the beginning, not the end.
"What's currently trending is Pacu Jalur, for example, it can go viral and become global. But the question is, is it over after it goes viral? That's not the point," said Fadjar Hutomo, Expert Staff to the Minister for Crisis Management at the Ministry of Tourism and Creative Economy, when met in the Jendral Sudirman area of Jakarta on Tuesday, August 12.
According to Fadjar, the virality of an event should be used to build closer relationships between tourists and the host region.
"The hope is that going viral can spur tourism development in the region. The question is, is the destination ready to handle the surge in visitors that results from that virality?" he said.
Unfortunately, conditions on the ground are not yet fully supportive. Fadjar revealed that currently, there are no star-rated hotels or adequate supporting facilities in the Pacu Jalur area.
"This is our collective responsibility. How can we capitalize on today's viral moment without making it deserted next year because people will be discouraged from visiting due to the difficulty of finding accommodations," he stressed.
Besides accommodation, Fadjar highlighted basic facilities, which are often a frequent complaint among foreign tourists.
"Many regions have extraordinary natural and cultural attractions. But when foreign tourists come, their complaints are often about simple things. One example is that all toilets are squat toilets, and there are no sitting toilets. This is a reality on the ground that we need to continue to address," he added.
He emphasized that tourism cannot rely solely on promotions to attract tourists. Furthermore, it is necessary to ensure the destination ecosystem is functioning well. A frequently used concept is the 3As: Accessibility, Amenities, and Attractions.
"For amenities and accommodation, this is an opportunity for the private sector, such as RedDoorz, to contribute. Not only increasing the number of accommodations, but also improving quality standards. These two things are equally important: supply and standards," Fadjar explained.
Fadjar added that accommodation platforms like RedDoorz could be part of the solution. Conversely, accommodation partners also have the opportunity to build a positive image for their destinations.
"If we want tourism to develop and be sustainable, all parties must work together," he concluded.