Exclusive, ASITA Chairman Nunung Rusmiati: Tourism Facilities Must Have, No Need For Luxury

Foreign tourists come all the way to Indonesia to enjoy the natural and cultural tourism of this country. Because of that, said ASITA Chairman Dr. Nunung Rusmiati, S.Si, M.Sc., all parties related to tourism must make tourists feel at home. Supporting facilities at the location and towards tourist objects must exist, it doesn't need to be luxurious, the important thing is that it's clean and comfortable.

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The Indonesian tourism sector during the COVID-19 pandemic was also affected. This is also experienced by the Association of the Indonesian Tours and Travel Agencies (ASITA). They have been the spearhead of marketing tourism objects in all corners of the country and also escorting domestic tourists who want to travel within and outside the country. During the pandemic, there is almost no activity they do, this is really concerning.

Now the situation has gradually recovered. According to Nunung Rusmiati, tourism infrastructure must exist, especially direct flights. “Direct flights are very important. From the main tourist destinations such as Bali to NTT for example or other areas it must be there. Otherwise, it will be difficult to invite tourists to come," he said.

For other facilities, it is necessary to have them, but they don't have to be luxurious. "So for the tourism sector, infrastructure facilities are necessary, but not the main thing and don't have to be luxurious either. Because what they are looking for is natural. At least there are clean toilets, comfortable rest rooms (lodging/hotels), damaged roads can be repaired enough if the funds are not there. It doesn't cost much," he said.

Various problems in the world of tourism, continued Rusmiati, could be overcome if all stakeholders in the tourism industry and related agencies could collaborate. Moreover, the government has set 5 super priority tourist destinations (Lake Toba, Borobudur, Mandalika, Labuan Bajo, Likupang), which are abstracted from 10 priority tourist destinations (Lake Toba, Tanjung Kelayang, Thousand Islands, Tanjung Lesung, Borobudur, Bromo, Mandalika , Labuan Bajo, Mortai, Wakatobi). From this tourist destination, it can be an entry point for other areas that also have potential tourism objects.

To Iqbal Irsyad, Edy Suherli, Savic Rabos and Rifai, he shared stories about the problems faced by ASITA members during the pandemic and gave suggestions to re-develop the tourism industry, which had become the country's mainstay to earn foreign exchange. This is the full excerpt from a special interview session at the Patihindo Tour and Travel office on Jalan Pangeran Antasari, South Jakarta recently.

What is the fate of travel agency entrepreneurs who are members of ASITA during the COVID-19 pandemic when it was at its highest the other day?

During the COVID-19 pandemic that hit Indonesia and other parts of the world, the tourism sector was among the most affected. For my colleagues who are under ASITA, there are more than 90 percent whose businesses have stopped. So you can imagine how the impact will be, almost all of my members, which number more than 7,000 throughout Indonesia, barely run their businesses. There is no activity and no money (profit) in this sector.

We didn't predict this pandemic would be so long, after two new years of sloping circumstances. The problem is that ASITA also has an event in March 2020, our estimate for June 2020 has been completed, it turned out to be wrong. This is what makes me as the General Chair very concerned, the condition is very serious.

There are still 10 percent who are active in the midst of a pandemic, what can be done?

Indeed, there are still those who carry out activities even though the pandemic is at its peak, the number is not large, yes, about 10 percent of all ASITA members. For example, government agencies still have activities. I myself happened to have a client who asked for a plane charter for Malaysian students studying in Indonesia to return to their country. The problem is that if you want to take a regular airline, there are no flights. So what is served is really urgent. There are also those who have to go abroad for treatment, because of an emergency, they must be delivered by chartered plane.

There is always a lesson behind events, for the current pandemic, what lessons can be learned?

This pandemic is really hard for us. Still I agree there is always a wisdom behind all of this. The technology sector is really optimized to overcome limitations, because we have to keep our distance during the pandemic. We hold an online ASITA Business Talk (BBA) once a week.

Then we realize how important technology, IT and the like are. In the past, we wanted to have a meeting via Zoom, it was hard. Now even though the situation is sloping, and we pray that the pandemic will soon become endemic, we have enjoyed online meetings, online conferences, seminars and symposiums online.

Usually to promote tourism potential throughout Indonesia, it is very difficult. Now online, everything can be promoted easily. Thank God our domestic tourism sector is running now. I appreciate millennials who are passionate about exploring provinces that have not been favorite tourist destinations. In fact, they are smarter to explore remote parts of the country. After being confined at home for a long time, now is the time for us to need fresh, adventurous tourism that has a lot of demand.

With this pandemic, we have become aware of saving money as a reserve fund. Every region is now becoming creative, for example Kuta Bali, used to be the most creative area, now every region in Bali can present their own side. That is one of the wisdom behind this pandemic.

Tourism is greatly affected during the pandemic, what is the strategy for dealing with this situation in the future, many fields that people do are replaced by technology?

Indeed, I myself did not expect this pandemic to pass through a period of two years. The travel and tourism sector before the pandemic hit was the best. Because there are always activities, we also collaborate with various government and private agencies to hold various tourism activities. So it is possible to find tens of millions or even hundreds of millions of dollars. The Ministry of Tourism and Creative Economy already understands the performance of ASITA and its members in bringing tourists to Indonesia.

Before COVID-19 hit, I had prepared an online system for this travel sector. That is very difficult to implement. Because friends are already comfortable and fit with the conventional system. Now with the pandemic, like it or not, everyone has to move to the online system. Indonesia is one of the most using technology such as the use of short message applications, email, and so on. Why is that because our population is indeed large, more than 280 million. This is a very large market share.

Indonesia is rich with tourism potential, which one is the most in demand? And when compared to foreign tourism, what kind of tourism objects can we compete with?

I've been to many countries across the continent. There is nothing more beautiful than Indonesia. If you want to compare it with our tourism potential, our tour is very good. The question is why tourist visits to Indonesia, especially areas that are not yet developed, have low tourists.

After foreign tourists come to Bali, for example, we should be able to offer other areas as alternatives. NTT, for example, is only 45 minutes from Bali. We from ASITA also have a job to promote tourism objects outside of those that are already developed, and areas of 10 priority tourist destinations (Mandalika-NTB, Lake Toba-North Sumatra, Tanjung Kelayang-Babel, Thousand Islands-Jakarta, Tanjung Lesung-Banten, Bromo-East Java , Borobudur-Central Java, Wakatobi-Sultra, Morotai-Malut and Labuan Bajo-NTT) as well as 5 super priority tourist areas (Lake Toba-North Sumatra, Borobudur-Central Java, Mandalika-NTB, Labuan Bajo-NTT and Likupang (North Sulawesi).

Thank you President Jokowi and Minister of Tourism and Creative Economy Pak Sandiaga Uno for supporting ASITA. Hopefully all 34 provinces and 514 districts can be promoted. I believe our tourism can compete with foreign tourism.

For international tourists, what exactly are they looking for in Indonesia?

Based on my research, foreign tourists are tired of luxury. If we bring people from Saudi Arabia and other Middle Eastern countries, as well as Europeans, Americans and other countries, they really like nature tourism. Moreover, the Saudis say that Indonesia is heaven on earth. Those who say so are not us. Europeans and Americans say Indonesia is fantastic.

What are the existing tourism facilities and supporting facilities according to your observations?

First, the supporting infrastructure must exist, it doesn't have to be luxurious. Remember foreign tourists are what they are looking for natural. And what is no less important is direct flights from Bali, for example to NTT or other areas. Regents and Governors must work hard to promote tourism. They must be concerned about the tourism sector, because this will be a mainstay for foreign exchange. Now the tourism sector is the number two foreign exchange contributor, next it could be number one. Because we can sell the natural tourism sector which is still natural and sells well.

No less important is the innovation and creativity of tourism people and the local government. For the tourism sector, infrastructure facilities are necessary, but they are not the main ones and they don't need to be luxurious either. Because what they are looking for is natural. At least there are clean toilets, comfortable rest rooms, damaged roads are enough to be patched if the funds don't exist yet. It doesn't cost much.

Now that the pandemic has slowed, do you think the travel business has started to rise? What is the growth rate for at least the last two months in ASITA member circles?

Alhamdulillah, I am very grateful that the situation has improved, the pandemic has slowed. From last year the growth was 70 percent. The number of airplane passengers to Bali from Jakarta has reached 7,000 to 10,000. Recently, there was a Bali Beyond Travel Fair event, the enthusiasm was very high. All flights to and from Bali are full. The increase in flights to Bali, Jogja, Solo, Balikpapan, Makassar is very encouraging.

Among the 5 super priority destinations, what is the tourism growth like?

For 5 super priority destinations, Labuhan Bajo is good. Mandalika is really cool with the MotoGP event yesterday, then Borobudur and Lake Toba are also growing well. What still needs to be supported is Likupang, because this is a new area.

So what is the key to developing and advancing our tourism?

The key is collaboration between all parties in the tourism sector. Starting from the agency and also ASITA. We as an association know what to do. Therefore, we must cooperate with one another so that our tourism can develop and progress. We have more than 7,000 ASITA members who can become partners.

When tourists want to be developed but airline fares soar, how do you respond to this?

Currently, there is a lot of demand for flying, but flights have not fully recovered. Even though the price is high but the flight is fully loaded. For prices that continue to soar, it will be discussed with the airline in order to provide a reasonable price. I hope this high price can be resolved, so that it can support tourism.

From Aceh to Jakarta via Kuala Lumpur is cheaper than direct flights, how to solve this?

This situation can occur because from Kuala Lumpur and Singapore there are many direct flights to various countries. This is what makes ticket prices cheaper than in the country. Many of our people want to go to Saudi and Europe through Kuala Lumpur. This is our homework.

What is the potential for medical tourism in Indonesia?

Health facilities in Indonesia are not inferior to those in neighboring countries. It's just how we promote it. The government has supported this medical tourism. Hopefully this sector can be worked on, at least for Indonesian citizens themselves can take advantage of the existing medical facilities in Bali which are currently being built. So while taking treatment while traveling, there is no need to go abroad for treatment.

What hope is there as the head of ASITA for the government and tourism actors?

Now that the pandemic has slowed, let's all collaborate to include tourism, ASITA is ready to collaborate. Because the situation is developing, we hope that there will be relief and incentives for our members so that they can return to how they were before the pandemic.

Prevention is better than cure. This is really a guide for ASITA General Chair Dr. Nunung Rusmiati, S.Si, M.Sc., in living her daily life and activities. There are healthy tips that he does in maintaining health. That is enough exercise, balanced food intake and every six months he does a general check-up to determine the condition of his body's health.

The COVID-19 pandemic that has hit the world is forcing people to make changes in their lives. It also happened to Mrs. Rus – as she is usually called – what she had done before the pandemic she maintained and improved. The doctor's advice to live a healthy life became a motivation for him, but there were some adjustments he made because the pandemic situation and conditions were all very limited.

In living life he does not want to be too burdened. “The first thing I did was exercise. Then make it easy, if we have a problem, don't make it complicated. There is a problem to face, suppose it is a trial. Everyone has trials, depending on the level and ability of each. When we can pass the ordeal, it means we can move up the class,” he explained.

Next, what he does is maintain a diet. "We have to know that the food that enters our body, not all of it is allowed to enter. We only consume foods that are good for the body, especially when we are not young anymore. What is unhealthy and harmful to the body must be avoided as much as possible,” continued the woman who was born in Jakarta, January 25, 1965.

Equally important is adequate rest. “Enough sleep is really needed to maintain balance after activities. Ideally eight hours of sleep in one day. However, for me, who leads the travel business, the General Chairperson of ASITA, who has relatively many other activities, sometimes can't fulfill the ideal sleep time. Yes, at least six hours a day I must have time to sleep," he said.

If there are already high activities, such as exhibitions, meetings outside the city and even abroad, which take up a lot of time, Rusmiati's trick is to replace the time spent on weekends that are not busy. “If I have time on the weekends, I try to make up for sleeping time that was previously used for activities. So it is paid at another time," said the President Director of Patihindo Tour and Travel Jakarta.

Herbal and Traditional

Since a young age, Rusmiati is accustomed to consuming traditional herbal ingredients that are consumed by many people. The traditional herb which is usually called jamu has been proven to be effective and can increase immunity and improve health for him. “I used to drink a concoction made from turmeric, temu ireng, ginger and many other nutritious plants. The ingredients are usually mixed together. It is a concoction inherited from our ancestors, until now I still drink it regularly,” he continued.

Because he is used to consuming traditional ingredients, sometimes when he enters a restaurant or cafe he immediately asks for traditional drinks. "There's no ginger or turmeric wedang, it's natural to order. But if it's not there, I just have to choose the drinks that are available at that place," he said.

In addition to traditional drinks, Rusmiati tries to order healthy food. “Healty food has become the main choice for my food intake. Now I eat more fruit for snacks. In the past, I used to have small snacks like cookies or nuts, now I replace them with fruit. You can still snack but with fruits, “he continued.

Prior to COVID-19, Rusmiati routinely checked her health at her regular hospital. “I routinely do a general check up every six months, at least once a year. From the results of the examination, we can find out whether there are diseases or things that have the potential to interfere with health. It can be anticipated if we know beforehand,” he said.

Another activity he does to maintain his health is exercising. Rusmiati chose swimming and leisurely walking. “Before COVID-19 I swam almost every day before doing activities. It doesn't take long, just 30 minutes. During the pandemic I replaced my regular exercise with walking around the house. That's the sport most likely to do," he added.

Because it is used to do, if you do not exercise there is a feeling of soreness. "Because our bodies are used to sports activities, if we don't do it, something is missing. What I feel is aches when I don't exercise," he said.

Rusmiati is grateful that even though she is no longer young, she can still eat any kind of food. "Alhamdulillah, until now the doctor has not forbidden me to eat this or that, but I myself have restrained myself. So I myself limit it, while the doctor has not prohibited it. The point is something, including food, don't overdo it, eat just enough," he continued.

No need to be expensive, local fruits are enough for him to become his daily meal. “Bananas, papayas, oranges and others. Those are local fruits that we can get at the market or fruit figures near the house. The important thing is the usefulness, it doesn't have to be imported fruits, which are expensive," he continued.

Rusmiati's concern about fast food and junk food is also a concern, even though she is not at all against it. “I have reduced fast food and junk food as much as possible. Anything that is consumed repeatedly and in excess is not good. That's what we all need to pay attention to. Love our bodies, do not equate the body with a dump. Foods that are unhealthy and useless are reduced, it is even better if they are not consumed,” he explained.

Family

Busy with office matters, organizations and so on does not make Rusmiati neglect her family. He is grateful to have an understanding family. “Thank God my family understands my busy life. In the midst of busyness, communication is the key. I have to set aside time to make calls or now is the era of video calling with family. It seems simple, but it means a lot to bond us with our families," said the woman who completed her Bachelor's Degree in Communication Studies at the London School of Public Relations Jakarta in 2006 and also at the Masters level in the same department and campus in 2008.

Only the quality of face-to-face meetings is irreplaceable. On weekends he will dedicate himself to his family when there are no organizational events or activities. “On weekends, if there are no events, my priority is for my family. Because family for me is also important," he said.

As a professional, according to Rusmiati, her active period as a travel entrepreneur has limits. "We don't always work. There are productive periods and there are times when we have to retire or take a break from the busy life we are doing. For now, I'm still active, but in about four or five years I have to be ready to give up the leadership I've been involved in since I was young. Maybe it won't stop right away, but I can still monitor it from afar," explained the 2009 S3 Communications alumni at Sahid University, Jakarta.

Before retiring, Nunung Rusmiati was still trying her best with the team at ASITA and various groups to advance the tourism sector, which had fallen due to the pandemic. “So at this time I am still devoting myself to the world of tourism, especially in travel agents. There are more than 7,000 of my members who hope that this tourism sector can rise again like before the pandemic, "he said.

“Based on my research, foreign tourists are tired of luxury. If we take people from Saudi Arabia and other Middle Eastern countries, Europeans, Americans and other countries really like nature tourism. Moreover, the Saudis say that Indonesia is heaven on earth. Those who say so are not us. Europeans and Americans say Indonesia is fantastic.”