West Bandung eyes gulf market for high-value tourism growth

Located southeast of Jakarta and a little over three hours via the Sheikh Mohamed Bin Zayed Toll Road in West Java Province, West Bandung is seen as the next international tourism destination from the wealthiest economy – Indonesia – of Southeast Asia.

The assessment was from individuals with four to 48 years of exposure in the travel and tours sector, who, alongside Gulf Today, twice experienced the 30-minute travel time to and from West Bandung, via the 350-kilometre-per-hour Whoosh bullet train – even as they were asked for suggestions on how the local stakeholders would penetrate the highly competitive industry that creates millions of jobs and amidst global issues such as over-tourism.

Alongside Sri Lankan Airlines Middle East Regional manager/UAE Country head Jayantha Abeysinghe, they were invited by the Indonesian Consulate General-Dubai, Jakarta’s Ministry of Tourism, West Bandung Regency Chamber of Commerce and Industry (WBRCCI), Indonesian Hotel and Restaurant Association-West Bandung Regency, and the West Bandung Tourism and Culture Office for the Sept. 19 to 25 “Business Matching and Familiarisation Tour.”

As stressed by WBRCCI chairman Dr. H. Syamsul Maarif: “More importantly, this welcome reception is about building bridges. A bridge between West Bandung and the international tourism market through the UAE and specifically Dubai.”

“A bridge for local potentials and global opportunities; a bridge between and among business communities; tourism industry investors and the government,” Maarif also said, speaking from the 15-hectare Mount Burangrang-located eco-tourism hotel and family sanctuary Dusun Bambu (Bamboo Village) visited annually by one million international and domestic visitors, under five per cent of which and particularly during the Eid Al Adha are Qataris, Jordanians, Kuwaitis and Emiratis.

Maarif was pursued on foreign direct investments during the Business Matching that took place at the second generation-managed Puteri Gunung Hotel, among the one to five star accommodations, heavily forested by pine trees, one of the influences and vestiges of the Dutch colonial era.

Common interests are investors for cable cars and agro-tourism: “We need tourism investors. The chamber consists of 748 SMEs. We are strategic partners of the government. We guarantee that investors would be fully supported by our local government because that is why we also exist.” There were two potential investors, one Saudi and one Emirati on coffee plantations and woodworks at the time of the Dubai Delegation visit.

“West Bandung has all the infrastructure and tourist attractions in place to showcase itself among top destinations in Indonesia. There is still more work to be done and awareness is the key. If the destination is marketed well, it is only a matter of time for West Bandung to come up to the ranks of other destinations like Bali and Lombok. Some of the unique experiences like the volcano site visit and the Stone Garden can be highlighted globally in order to appeal to travelers from near and far,” said Uranus Travel and Tours-Corporate Travel & Retail manager Godfrey Lopez, over 30 years in the business.

In the industry since 1978, Asim Arshad, Dubai Travel and Tourism Agency Group president/International Air Transport Association Agency Programme Joint Council-Gulf Region vice president/Orient Travel & Tourism Agency Group chief executive officer: “I do not think that West Bandung can be developed as a stand-alone tourism destination from our part of the world. However, Indonesia is definitely a very saleable destination because of its culture, heritage, nature, wildlife, beaches, volcanoes, shopping, and food.”

“If one has to sell West Bandung or as a matter-of-fact Bandung, the offering should be across the breadth of Bali, Jakarta, and Bandung, because our clientele wants a mixture of adventure, activity, and shopping. If the country and Bandung want to welcome Arabic clientele, they need to have Arabic-speaking staff in different areas and high-quality Arabic restaurants. This requirement is critical because the competitive landscape in the Far East offers everything.”

ITL World-Leisure & MICE Business head Mehboob Rehman: “Bandung has a story that deserves to be told internationally. Its natural beauty is remarkable. What makes it particularly interesting is the combination of nature, adventure, wellness, culture, art and warmth of its people. It has an opportunity to position itself as more than an extension of a Jakarta visit. It can become a destination in its own right, particularly for travelers looking for authentic experiences away from more traditional tourist circuits.”