OISAA JOURNAL OF INDONESIA EMAS ISSN: 2615-675X

SUSTRA LOWIS: STRENGTHENING TOURISM INDUSTRY TO

REALIZE INDONESIA AS GLOBAL MARITIME AXIS

Pipin Nur Azizi

State University of Surabaya
[email protected]

ABSTRACT
Indonesia is the world’s largest archipelago country and it has coastline stretching from Sabang to
Merauke with more than 17.500 islands. As a maritime country, Indonesia has potential on marine
tourism which can be a backbone of economy amid the global economic turmoil. However, the
performance of Indonesian tourism has not shown satisfactory results if viewed from the data of
foreign tourist visits which is left behind with neighboring countries. The implementation of
SUSTRA LOWIS (Sustainable Tourism Strategy Based on Local Wisdom) is expected to increase the
role of Indonesia's marine tourism sector to the economy by improving the quality of tourism
management and human resources. Development of tourism must involve the role of society, but
government is less concerned about it.The purpose of this paper is to create innovations to enhance
the role of marine tourism industry to Indonesian economy, explaining that Indonesia has tremendous
maritime potential and can be utilized for the collective interest and provide an overview to the
government on programs that can be implemented for the marine tourism industry. This type of
research is descriptive analysis. The study aims to analyze and describe the implementation of
SUSTRA LOWIS as an effort to realize Indonesia as the world’s maritime axis. Data were collected
through observation and literature studies. The research concluded that SUSTRA LOWIS
(Sustainable Tourism Strategy Based on Local Wisdom) has five main sectors for the development of
marine tourism those are, Tourism Management Sector (TMS), Tourism Training Sector (TTS),
Business Improvement Sector (BIS), Technology Based Tourism Sector (TBTS), and Maritime
Education Sector (MES). These five sectors have programs that can support the development of
marine tourism thoroughly and sustainably to realize Indonesia as the world’s maritime axis.

Keywords: SUSTRA LOWIS, nauthical tourism, world’s maritime axis

INTRODUCTION
As the world’s largest archipelago country with more than 17.500 islands, Indonesia has
tremendous potential in terms of maritime and government has a great vision of Indonesia’s
maritime sector by making this country as the world's maritime axis. Meanwhile the
Indonesia’s national mid-term development plan (RPJMN) which a national development
strategy that is conducted by ministries especially tourism ministry is also a government
effort to improve maritime sector.
Improving the maritime economic sector is one of the efforts to realize Indonesia as the
world’s maritime axis. There are several sectors of maritime economy that can be developed
in Indonesia, including fisheries, shipping and tourism. Tourism is a maritime industry that
promises to be developed now. This country has various tourist destinations that are not
inferior to other countries, from cultural tourism to natural attractions such as marine tourism.
There are many stunning places that can be visited by foreign tourists. Indonesia has an
amazing underwater view, the longest coastline that has extraordinary beauty, as well as the
diversity of marine ecosystems that are able to attract millions of domestic and foreign
tourists to come.

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Tourism ministry predicts that the tourism sector will continue to grow and contribute to
Indonesian economy in the next few years and this sector could be an economic driver amid
declining foreign exchange earnings from other sectors. In 2019 it will be predicted that
tourism sector will be the biggest contributor for Indonesia’s foreign exchange. The data
showed that tourism sector has proven to contribute increasingly to the Indonesian economy.
This industry depends on human resources and creative economy that is built sustainably by
the government (Sadikin, 2011).

Figure 1. Projection of Indonesian Economy Driver Sector

Government is focusing on developing tourism industry by conducting large-scale

promotions both at home and abroad. It is important to build a national branding that can
attract tourists (Riana, 2015). But data from Tourism Ministry showed that Indonesia’s
foreign tourist visit are still lagging far behind than other countries in Asean. Therefore, it is
necessary to have a real solution in order to lift the potential of tourism, especially marine
tourism in Indonesia that can attract domestic and foreign tourists so that it provides
horizontal economic benefits and vertical (Lukovi, 2012).

Table 1 .Foreign Tourist Visit 2016 in Asean Countries

No. Country Amount

1 Thailand 30 million

2 Malaysia 25 million

3 Singapura 15 million

4 Indonesia 12 million

The need for development of sustainable marine tourism by improving all aspects relatedThe
program has 5 important sectors and will support the development of marine tourism which
will benefits not only to the competitiveness of the national economy but also to improve the
society’s economy. The purpose of this paper are (a) creating innovations to enhance the role
of marine tourism industry, (b) explains that Indonesia has tremendous maritime potential (c)
provide an overview to the government on programs that can be implemented for the marine
tourism industry. And the benefit of this paper are (a) increasing the competitiveness of
Indonesian maritime tourism (b) supporting the sustainable management of Indonesian
tourism (c) encourage the improvement of people's welfare.

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LITERATURE REVIEW
Tourism Policy
Tourism needs a special policy in its development, according to (Goeldner R, 2000), tourism
policy is: A group of rules, provisions, goals and strategies for development/promotion,
which provides a framework for collective and invidual decisions that affect development of
tourism directly, and daily activities within a destination. There are several functions of
tourism policy, which are as follows: (1) determine expected activities and behavior (2),
provide a direction and guidance for all stakeholders, (3) facilitate consensus based on
specific strategies and goals for a certain destination area, (4) providing a framework for
public/private discussion on the role and contribution of the tourism sector to the economy
and to society in general, (5) allow tourism to come face-to-face with other sectors of the
economy.

Tourism Planning
Tourism policy is the initial development and determine the direction of tourism development
in the future. In the implementation of tourism development, planning is a factor that needs to
be done and considered. According to Inskeep(1998) there are several approaches to be
considered in conducting tourism planning, (1) continous incremental, and flexible approach,
planning is seen as an ongoing process based on needs by monitoring the existing feed back,
(2) system approach, where tourism is viewed as a system relationship and need to be
planned as system analysis techniques, (3) comprehensive approach, related to previous
system approach, where all aspects of tourism development include elemental institution,
environmental elements and socio-economic implications, as a holistic approach, (4)
integrated approach, related to system and overall approach where tourism is planned and
developed as a system, tourism is planned and developed as an integrated system in all plans,
(5) environmental and sustainable development approaches, tourism is planned, developed
and managed in which natural and cultural resources are expected to be sustainable so the
environmental analysis should be applied to this approach, (6) community approach, a
supported and proposed approach emphasizes the importance of maximizing engagement of
local people in tourism decision-making and decision-making processes, (7) implementable
approach, tourism development policy, plans, and recommendations are formulated to be
realistic and applicable, with the techniques used is implementation techniques including
development, action programs or strategies, particularly in identifying and adopting, (8)
application of systematic planning approach, this approach is applied in tourism planning
based on the logic of activity.

Concepts and Principles of Sustainable Tourism

World Tourism Organization in the agenda 21 for the travel and tourism industry stated that
sustainable tourism development fulfill the needs of tourists and people in tourist destination
areas while protecting and developing opportunities in the future. It’s seen as something that
leads to management, all resources (economic, social and aesthetic needs) can be met
withcultural integrity, essential ecological processes, biological diversity and life-sustaining
systems are maintained. The strategic issues in Sustainable Tourism are as follows: (1)
improve the responsibility of corporate stakeholders, (2) produce a suitable form of tourism,
(3) Sustaining social and cultural resources, (4) Sustaining natural environment, (5) the need
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for an effective plan for regional planning of tourist destination, (6) The role of Carrying
Capatities and indicators in Sustainable Tourism, (7) avoiding conflict, (8) increasing public
involvement, (9) direction for the future.

RESEARCH METHOD
Researcher used observations and literature studies in this paper. Primary data obtained from
the observation on the community on the southern coast of East Java Jember Regency
Indonesia. While secondary data obtained from literature study such as journals and internet.

FINDINGS AND DISCUSSION

SUSTRA LOWIS (Sustainable Tourism Strategy Based on Local Wisdom)
Development of tourism industry can not be seen from one thing only, but there are other
elements that must be considered to support development such as, community empowerment,
creative economy, technology and also education (Kovačić, Gračan, & Jugović, 2015).
SUSTRA LOWIS will combine social and economic fields that will create an economy
sustainability from marine tourism industry (Satria, 2009). SUSTRA LOWIS upholds
potential and local wisdom in marine tourism development, meaning that this program will
explore various local wisdom to create uniqueness. SUSTRA LOWIS will have 5 sector to
improve marine tourism, the first is Tourism Management Sector (TMS), this sector will have
several program such as Adventure Tourism Program (ATP). The Community can be
empowered by giving management rights to various games related to marine tourism, so that
theyinvolve on managing the existing tourism and get the benefits.Adventure Tourism
Program (ATP) that can be developed such as various types of water sports (banana boat,
speed boat, flying fish, rolling donut, etc), snorkeling and underwater diving to show the
beauty and diversity of Indonesia's marine ecosystem to tourists.

Figure 2. Water Sport Game

The second program is Experience Tourism Program (ETP), thisprogram to introduce

the Indonesian culture that is packed in cultural activities must be established in Experience
Tourism Program (ETP). Cultural activities is held by not separating the element of marine
tourism, therefore it will be held on a beach.. Some performances such as traditional dances
can be displayed periodically to attract tourists. Then the food festival, traditional clothing,
performances, and cultural exhibitions will also be held openly in a cultural event called
"Beach Festival".

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Figure 3. Cultural Show

The third program is Tourism Marketing Program (TMP), it allows the areas which has
the nautical beauty to be visited by tourists from all over the world. Internet is growing in the
community so it can be used as an effective promotional media. On the implementation, the
movement "Upload Your Photos and Videos" will be done by every visitor to introduce the
charm of Indonesian marine tourism. Every visitor is requested to upload photos during their
visits with various hastag related to the charm of marine tourism.

Figure 4. Social Media Marketing

The fourth program is Tourism Environment Program (TEP), it will preserve the
environment, it is necessary to maintain the beauty of the marine tourism area. Local
communities will be provided an education on sustainable environmental management and
preservation procedures. Then the importance of establishment of a special task force to
maintain the environment cleanliness every day. This task force will be responsible for
managing cleanliness and providing socialization to every visitor and society to keep
environment clean.

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Figure 5. Garbage Area

The next sector is Tourism Training Sector (TTS) which has several programs those
areTourguide Training Program (TTP), will train the society that will be a tour guide to
introducea tourist area, attraction, resources, as well as culture. The job requires special skills
of public speaking. Tour guides are trained to make conversation and making presentation
that will be explained to the visitors. This training is expected to equip tour guide with a good
communication skill. They will also be certified to ensure that they are skillful tour guide..

Figure 6. Marine Tourism Tour Guide

Language Training Program (LTP) isa foreign language training to be provided for
tourism industry. The language training will provide a book specifically designed to facilitate
them in learning foreign language for both tour guides and society . This book contains a
conversation that is often done in dealing with foreign tourists accompanied by a translation
in Bahasa. This book also helps people to practice whenever and wherever.

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Figure 7. Language Training Program

Homestay Training Program (HTP) will trainsociety to create lodging that is in line with
tourist’s expectations. Local residents utilize their homes to be homestay and the existence of
it also provides a special experience for tourists because they can blend with the life of the
local community. This experience is rarely found in other nautical attractions in the world, so
it can provide a special attraction for Indonesian tourism.

Figure 8. Homestay Training Program

The third is Business Improvement Sector (BIS) and the programs isHandycraft Program
(HP) will give a training on how to make unique crafts and become a new icon of marine
tourism. The community is trained to make local handicrafts by utilizing unused natural
resources such as shellfish that are often found in coastal areas. This training is expected to
create a creative and active society in capturing business opportunities and at the same time
creating village entrepreneurs who are not only able to promote products but also able to lift
tourism sector in the region.

Figure 9. Handicraft Program

The second program is Oceanic Production Program (OPP). The Indonesian sea is one of
the world’s rich waters with various fish resources. Oftentimes fishermen have to face
fluctuation of fish price, to solve this problem fish processing to increase value added needs
to be done through Oceanic Production Program (OPP). One of them is by making typical
culinaryfrom sea resources. For exampleseaweed can be processed into snacks that can be
enjoyed by tourists.

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Figure 10. Fisheries Production Program

The next program is Cooperative Program (CP) whichis formed in order to sell various
products that have been produced by local communities in several community empowerment
programs such as handicrafts and marine products processing, so that tourists who come can
buy the product as a typical souvenir of a marine tourism. Cooperative also encourage the
emergence of entrepreneurs in the field of marine resources and able to support the
fishermen's economy when unable to go to sea.

Figure 11. Coperative Program

Then the fourth is Technology Based Tourism Sector (TBTS), it has several programs
named Go-Guide is an android based application that will help tour guide to get tourists who
want his services by using the application installed on the service users and tour
guide’ssmartphone. This application is a new and innovative breakthrough in the tourism
industry that can revive Indonesia’s marine tourism and create new jobs.

Table 2 : Differences of Online and Conventional Tour Guide

No. Go-Guide Conventional Tour Guide

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1 Tour guide offer their service by using Tour guide offer their service to each tourist
application which is connected to the internet conventionally

2 Tourists can order the tour guide’s service by Tourists must go to information center to look for
using application that connected to application tour guide
programming interface such as Google maps and
Google place.
3 The offered price is measured by duration of The offered price usually depends on tour guide’s
service and that price will be applied for all request and they set a different price for both
tourists both domestic and international. domestic and international tourists. The price is
higher for international tourists.

4 Enabling to save the time and more efficient in Tour guide waste their time on waiting and
offering the tour guide service looking for visitor by walking around and it is not
efficient.

5 Allowing tour guide to earn more revenue Visitors have a difficulty on finding the tour
because of efficiency guide service and it will minimize their revenue

Go-Guide also uses some information systems to provide services for consumers that is
End User Technology, and Application Programming Interface. End user technology allows
apps to be used on any smartphone based on android or iOS. Application programming
interface is a technology used in managing process of meeting between tour guides and
consumers. Technology that is used such as google map and google place, these two
technologies will be the location detection between the two sides that will help them to meet.
The next program is Stay With Indonesian Friend (SWIF). It is an innovative program in
attracting local and foreign tourist visits. Tourists do not need to think about the necessities of
life and accommodation during a vacation. This service enablethem to book marine tourism
package in Indonesia.

No. SWIF Conventional Tour Package

1 SWIF will be managed by local society This package tour is managed by a coporate

2 Tourists can stay in a tourism object in a several Tourists will visit a tourism object in a few
days depend on their order minutes or hours

3 Tourists will stay at a homestay which is Tourists stay at a homestay or hotel where its
prepared by the local inhabitant location relatively far from the tourism object

4 Tourists will have a great experience by Tourists have limited time to explore the beauty
following local inhabitant’s activity to explore of a nautical tourism.
the nature and nautical tourism such as
snorkeling, fishing, and others
5 Tourists will involve in the society’s activity and Tourists can not involve in a inhabitant’s activity
they can deepen experience of inhabitant’s
culture, knowledge and value

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The last is Maritime Education Sector (MES), and the program is Library Program (LP)
will provide a variety of books that will be a public’s reading material which can add insight
relating to tourism and the most important is to create human resources quality based on
knowledge. Books are available for all ages. In addition, the library will also be equipped
with various magazines, newspapers and journals. This library is also a beginning to civilize
the public especially children to read because it is the greatest weapon against various types
of economic and social problems.

Figure 12 Library Program

The next program is Maritime Education Program (MEP). As an archipelagic country,
maritime education is indispensable for instilling national identity to theupcoming
generations. Maritime Education Program (MEP)aims to create public awareness about the
potential that can be developed in maritime countries and increase the sense of responsibility
to maintain the integrity and sustainability of Indonesian maritime. The maritime education is
not only provide skilled labor to fulfill maritime sector employment, but also the most
important thing is to strengthen character and insight about maritime to the community,
especially young generation.

Figure 13. Maritime Education Program

The main step to implement SUSTRA LOWIS is by capturing all related parties on helping to
succeedthe program. This policy network explains the role and relationship of various parties
in realizing SUSTRA LOWIS program. There are three main parties that have an important
role on building relationships to create cooperation, those are government, private sector and
society. The government in this case is the ministry of tourism, maritime, communication and
information and the ministry of finance can socialize the program to the community,
preparing the program, funding, drafting regulations to support the implementation of it.

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The second party is the private sector those are banks and companies. The private sector
that has CSR (Corporate Social Responsibility) program can support SUSTRA LOWIS
program. The last party involved is community, they have a vital role because the success of
SUSTRA LOWIS program depends on the willingness of community to receive and manage
it. Once the program has been implemented, monitoring and evaluation is conducted between
the central and local governments to address any constraints that may occur.

Figure 14. Policy Network

Based on data from the Ministry of Tourism, tourism development becomes a national
priority with a budget allocation of APBN 2017 of Rp. 4,077 trillion. The implementation of
SUSTRA LOWIS required 40% of the tourism development’s national budget, here are the
calculations:
40% X 4,077,178,000,000 = Rp. 1.630.871.200.000
The amount funds will be distributed to defray each SUSTRA LOWIS sector as follows 25%
for TMS, 25% for TTS, 20% for BIS, 20% for TBTS and 10% for MES. The funds are also
distributed equally to each program within each sector. Distribution of funds in each sector
and program is based on the priorities and needs, here are details of funding for each sector
and program:

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Figure 15. Fund Estimation

CONCLUSION
SUSTRA LOWIS (Sustainable Tourism Strategy Based on Local Wisdom) is a strategy to
develop Indonesia maritime tourism by using local wisdom approach and comprehensive
solution. All sectors in SUSTRA LOWIS are Tourism Management Sector (TMS), Tourism
Training Sector (TTS), Business Improvement Sector (BIS), Technology Based Tourism
Sector (TBTS), Maritime Education Sector (MES) have an important role on developing
marine tourism which is not only focus on marine tourism itself or natural resources, but also
emphasizes the importance of community empowerment as the main actors in this economic
activity.

Figure 16. SUSTRA LOWIS’s Program

Government has implemented a policy to make marine tourism development as a top

priority, but the program does not have a comprehensive solution like SUSTRA LOWIS
offers to make Indonesia's maritime tourism a world’s major tourist destination. Therefore the
authors suggest to do further development of SUSTRA LOWIS which aims to make this
program can give a real contribution to Indonesian tourism.

REFERENCES
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