North Jakarta is located near to Jakarta’s international airport, and is a destination within the city that has great potential for increased tourism activity that would contribute to economic growth for the city. The 12 North Jakarta Coastal Tourism Destination plan that was launched on 26 July 2009 sets the focus for North Jakarta’s development policy. Several of the tourism sites within the plan consist of cultural and historical sites. These sites display Jakarta’s rich history, dating as far back as the Dutch colonial era.
The authors of this paper have therefore recommended the creation of a Heritage
Trail in North Jakarta. Linking back to Sustainable Development Goal 8.9 to “devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”, the authors suggest that a Heritage Trail would increase community-driven tourism. The success of the trail would contribute to economic opportunities and local employment in two ways. Firstly, by providing additional opportunities for existing businesses, and secondly, from a mid- to long-term perspective, more visitors could also result in the establishment of new, tourist specific businesses in the area.
A list of strategies to promote and market North Jakarta are also recommended in this paper. Noting the influence of digital media, we feel that the success of the policy intervention would be optimized through the use of Digital Marketing. This initiative could be a way for North Jakarta to leapfrog from the image of “not interesting enough” to a destination that must be visited.
Read the paper here: