Yogyakarta, Indonesia Sentinel — The Yogyakarta Tourism Office is advocating for a shift toward quality tourism as the region enters 2025, moving away from mass tourism that prioritizes visitor numbers. Tourism stakeholders from various industries have been encouraged to embrace quality tourism, ensuring the sector significantly boosts the local economy.
Anita Verawati, Head of Tourism Marketing at the DIY Tourism Office, emphasized the shift during the Jogja Tourism Practitioners Forum (PWJ) on Wednesday, January 15, 2025, addressing hundreds of tourism practitioners, as reported by Tempo.
“Visitor numbers to Yogyakarta are extraordinary, but post-COVID-19, the focus should shift from mass tourism to quality tourism,” Anita said
Focus on Longer Stays and Higher Spending
Anita emphasized that the goal of quality tourism is not merely to increase visitor numbers but to target longer stays and higher spending by tourists. “Yogyakarta is always crowded, whether it’s holiday season or not. But does it truly impact the local economy?” Anita questioned.
She urged tourism operators to collaborate in creating attractions and experiences that encourage visitors to stay longer and spend more. Innovation, she said, is key to achieving this.
“For example, instead of simply offering batik for purchase in a tourism package, include a batik-making workshop,” Anita suggested.
Tourism packages, she added, should feature more diverse itineraries, introducing new destinations and experiences beyond the usual popular spots.
Achieving quality tourism, Anita noted, requires cooperation among various tourism players, including hoteliers, travel agencies, destination managers, craft center operators, and other stakeholders.
“We hope each player in Yogyakarta’s tourism sector can develop products that encourage visitors to stay longer,” Anita said.
The Shift from Mass Tourism to Quality Tourism
Dipo Wirodimedjo, Chair of the Jogja Tourism Practitioners Forum, acknowledged that transitioning from mass tourism to quality tourism is an inevitable evolution for Yogyakarta. “To achieve quality tourism, industry players need to adopt a new mindset and upgrade their services,” Dipo said.
The forum, which represents 533 tourism practitioners across sectors such as vehicle rentals, hotels, travel agencies, restaurants, spas, tourist destinations, and traditional transportation associations, has been actively participating in training programs to enhance their offerings.
However, Dipo admitted that realizing quality tourism, which prioritizes longer stays and higher spending, is a gradual process.
Challenges Ahead
One of the major challenges for the tourism industry is the economic instability affecting consumer purchasing power.
Dipo reflected on the high visitor numbers in 2024, which surprisingly had a limited economic impact. “The situation is tough for the tourism sector right now. The economy is struggling, and widespread layoffs (PHK) have had a significant effect,” he explained.
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Despite these hurdles, Yogyakarta’s tourism stakeholders remain committed to shifting toward quality tourism, ensuring that the sector contributes more effectively to the local economy in the coming years.
(Raidi/Agung)
